The WeChat group is collapsed!
As the news spread, voices denounced the WeChat community one after another. But historical experience tells us, don’t panic when something happens, let the bullets fly for a while.
Since the update half a month ago, as you can see, the WeChat group fold will basically remain at the tenth position after the top message. WeChat's restraint and care for the owned channel community can be seen.
- On the one hand, Folding maintains the experience of C-end users and reduces unnecessary interruptions.
- On the one hand, the tenth item is basically located on the first page of the mobile phone. It always reminds users that there are a group of collapsed group chats, which can make the collapsed group chats easier to find.
- These designs are full of WeChat's careful care for the owned channel community.
Does being folded mean that the owned channel community is going to die? No!
Folding is actually based on the balance between withdrawing from the group and excessive interference. If it were not folded, the business community would probably be deleted directly. And folding just gives customers a compromise retreat.
From group message blocking to group folding, there may be other forms of do-not-disturb mode in the future. Facts are constantly telling us:
From the dividend period to the current mature period of the WeChat ecosystem, information will inevitably be continuously optimized. An era of simplicity and crudeness has passed, and the future must be a world of refined operations!
For example, the one-on-one friend operation after joining the group, the design of the group chat content, the high-quality and stable output of community value, the design of fixed rituals in the group, etc., can all help users build stickiness to the group chat. There are a lot of these wonderful and refined social methods in China.
So, if you go to “WhatsApp”, known as the overseas version of WeChat, to do community operations, what implications does the collapse of group chat have?
As we all know, WhatsApp’s business ecosystem is relatively conservative compared to WeChat, but its social monetization pace has been non-stop. Whether it’s launching payment functions in India and Brazil, launching “KFC online ordering” in South Africa, or adding WhatsApp direct advertising on Facebook. WhatsApp has been transformed into WeChat. Therefore, copying domestic WeChat’s owned channel style to WA is also called a dimensionality reduction attack in the industry.
Those who operate WhatsApp communities must also carry out refined operations earlier to fully maintain the experience of C-end users.
How to do it? Owned channelglobal expansion is looking for SocialEpoch. Based on past actual combat, SocialEpoch’s understanding is from two perspectives:Social fan management + content management.
Fans are users, and they are human beings with flesh and blood and emotions. The management of fans must ensure a humanized experience. Whether it is one-on-one (friends) or one-to-many (group), timely feedback on customer inquiries, accurate portraits of user needs, full tracking of users, and control and management of group chat rhythms can make community management based on the premise of fans more meaningful.
Content management is to ensure that group chats are informative and interesting. In addition to the output of product information, discounts, and useful information that merchants fundamentally demand, they must also output interesting materials, group chat rituals, and the differentiated value of group content, etc.
These are basically the same methods used by domestic WeChat community operations. The only difference is that the efficiency tool has become a WhatsApp SCRM owned-channel operations treasure, and various material networks have become owned-channel marketing treasures.Owned channel community global expansion, we have innate genes!
