Next, let's go back to the video number. A question for everyone: Is it a good idea to put the video number under the circle of friends?
Without the above discussion, you should think that this is certainly a good idea, because the reasons are so obvious. What is the product with the most traffic in the WeChat ecosystem? Circle of friends. 750 million people open Moments every day, and each person watches it more than a dozen times a day on average. The total number of visits to Moments per day is as high as 10 billion, which is a huge traffic portal.
Under this traffic entry, the video account is opened up, which is bound to bring huge traffic to the video account. However, as mentioned above, this will bring traffic to the video account, but it may also cause users to never develop a habitual path to country email list enter the video account.
The reason is precisely that the product of Moments has too strong potential in the WeChat ecosystem. Next to the video account of Moments, it is very likely to face the dilemma of "darkness under the lights".
That's right, the Moments product is so successful that everyone wants to open Moments and swipe when they have something to do. This has almost become an unconscious action of everyone, which also makes "open WeChat - switch to the discovery page - Entering the circle of friends” has become the habitual path of almost every user using WeChat.
In this case, a video account is opened below the circle of friends, and the two products have completely different styles in content form - one is graphic and the other is short video. More importantly, the two portals have exactly the same value to users—whether users enter the circle of friends or open a video account, the purpose is to consume content and kill time.
This will lead to a certain competition between the two entrances. Because, when users come to the "Discovery" page of WeChat, they will face a choice: I also want to pass the time, so should I browse the circle of friends or watch the video account?
For a professional product manager, this practice of putting users in a situation of choice should be avoided as much as possible. For example, WeChat has the capital to try casually regardless of user experience. But if your app also gives users multiple choices on the same value point, it can only be said, good luck.
Why when the video account first came out, many users were not used to the video account, especially the red dot reminder of the video account, and even many people would go to "Settings - General" to close the video account entrance.
The reason is the same in the final analysis - there is a competitive relationship between the two entrances of the video account and the circle of friends.
"WeChat - Discovery Page - Moments" is already an inertial path for users to use WeChat, but now there is a video account below the Moments, and there is also a red dot reminder at this entrance, which is somewhat different from the user's original Some usage habits conflict, which will cause users to feel anxious.