The spread of applets is restricted.

Anyone who has operated WeChat in WeChat official account should know such a set of data: the first source of most graphic reading in WeChat official account is conversation, the second source is friends circle, and the second source is friends forwarding (including WeChat group).

1 Because applets directly restrict users' sharing behavior in the circle of friends in terms of product functions, the main spread position of applets in the WeChat ecosystem is only friends forwarding (including WeChat group), so how to motivate users to share applets to WeChat group through high-quality content is particularly important.

2. The title party will be invalid.

under the mode of WeChat official account, we can use the title party to let users open pictures and texts, such as "something that scares Ma Huateng finally happened ..." and "He is the first post-91s generation to be personally received by Ma Yun".

In the applet mode, the title party seems to be invalid. According to what Zhang Xiaolong said in the open class, he didn't want the applet to be static like WeChat official account's pictures and texts, because it would be ugly, and the best applet page shared in the chat page should be alive.

The so-called liveness means that when it appears in a chat, you can see the performance of this applet without even clicking on it. For example, the small program of Tencent video should be able to directly see the appearance of video playback, and the small program of stock selection can see the latest price and price fluctuation of the current stock without clicking. As for what content operation can do on this live page, it will take some time to explore. At least the most basic thing at present is to optimize the editing of "title+description+illustration"

3. The content requirements for non-tool programs have become higher.

its product concept of "run-as-you-go" is a fatal impact on the content operation to improve the online time and the sticky value of users. It's okay to develop a tool-based applet. If you want to be a content-based applet, it will have much higher structural requirements for content. To some extent, the applet is actually a native web site embedded in WeChat. In the WeChat official account mode, you can write one article hastily or even write whatever you want, and you can operate the content without planning. However, if there is no structured content in the applet, it is estimated that the WeChat official will not give you the opportunity to go online.

4. The traffic entrance is extremely strict.

I have always felt that WeChat official account is very unfriendly to the operation. It is more difficult to promote WeChat official account on mobile products other than WeChat than to make an APP. For example, the links left behind cannot be directly guided as attention. Now, it's not only difficult to keep, but also more stringent in traffic acquisition for small programs than in WeChat official account. Even the function of identifying QR code on WeChat has been cancelled. For example, the result of my long press on identifying QR code in a third-party small program application store is that I can't open Dr. Lilac.

5. The operational focus shifts from online to offline.

Many people will be concerned about whether there is a bonus period for small programs, and there is actually no incremental opportunity for pure online business Internet companies. At present, many rules of applets make it inconvenient for the operation to use the past Internet promotion methods to drain applets. In addition, the growth of users of WeChat as a whole has slowed down. If we really want the operation to force applets, the easiest thing to think about is to put users from one basket (WeChat official account, APP) into another basket (applet), which is actually not necessary.

On the contrary, enterprises with offline business can upgrade their services better with small programs and transform the Internet with lower development costs. This is also the result that Zhang Xiaolong, the father of WeChat, most wants to see. As he said, when waiting for the bus stop inside the bus stop, if you want to know when the next bus will come, just scan the QR code of the bus stop and start the bus stop applet to see when the next bus will come.

6. It is extremely difficult to recall lost users.

Before the applet comes out, when talking about the recall of lost users, we can very quickly think of pushing the information of the recall through the notification channels inside and outside the station. The characteristics of the applet, which can't be paid attention to and can't push messages, make the possibility of the recall of lost users extremely low.

The user needs to enter the entrance of the applet. At present, I see four kinds, the first is active search, the second is scanning QR code, the third is chat information, and the fourth is WeChat official account details page

7. Short, flat and quick marketing failure.

This is a challenge as well as an opportunity. The challenge is that the previous speculative marketing behavior will be ineffective in front of small programs. For example, those marketing numbers that were made by distributing pirated material packages may be forced to "run away when they are doing small programs, which is exactly the case. It is an opportunity for products that do down-to-earth content services. If you don't have offline QR code channels, it is a more effective way to let users search for keywords in small programs by word-of-mouth communication of content.