What are the impacts of the re rectification of the public account template?
Recently, the WeChat official has sent two announcements in succession Public account The template message shall be rectified and standardized.
As a public account Marketing Importantly, the template message has been rectified again. What impact will it have on advertisers, public account owners and WeChat users?
1. What will happen to template messages in the future?
1) The distribution of advertising and marketing template messages is restricted
On March 16, "WeChat public platform operate The Center issued an announcement, saying that in the template message scenario, some public accounts used "points", "members", "activities", "rewards" and other templates to distribute advertising, marketing and promotion related messages to induce users to consume. This will be rectified, mainly for the following two types:
▪ Distribute marketing messages using the points template
▪ Distribute marketing messages using activity templates
Figure | Screenshot from "WeChat Public Platform Operation Center"
According to user complaints, the negative effects of the above two types of template messages mainly include: indiscriminate sending of false marketing information and forced pushing of harassment information. The official restrictions are as follows:
▪ On March 16, 2023, the public account will be restricted from adding templates that are easy to be used for advertising marketing into My Template Library;
▪ On March 27, 2023, the distribution of templates that have been added to My Template Library and are easy to be used for advertising marketing will be restricted.
2) Standardize public account template messages
On March 24, the "WeChat Public Platform Operation Center" issued another announcement to further standardize template messages.
The platform found that the template messages issued by some public accounts include but are not limited to commodity marketing, service promotion, etc. And use color/emoticon to induce users to view and click.
▪ Violation case 1: The message is mainly the service voucher notification content, but the tail/remark field distributes the marketing promotion content unrelated to the service voucher, and combines the user-defined color and emoji emoji emoticon to induce users to click.
▪ Violation case 2: use the normal service template to distribute pure marketing promotion content, the actual content is inconsistent with the template service scenario, and combine custom colors and emoji emoji emoticons to induce users to click.
Figure | Screenshot from "WeChat Public Platform Operation Center"
From March 30, 2023, the platform will further standardize the content of template messages. The rules are as follows:
(1) Limit the display of some message contents （ Operator You can continue to use it without modifying it for the time being, and the related content will be automatically filtered when sending.)
① The tail/comment field does not support display;
② Custom color content is displayed as the default color;
③ Emoji emoji is displayed as "□".
(2) Intercept the distribution of pure marketing messages
The platform will intercept template messages that are purely for marketing promotion.
(3) Increase restrictions on sending pure marketing message accounts
In addition to intercepting pure marketing messages, the platform will also restrict the ability of adding templates, restricting template jump and other blocking measures for the account sending such messages.
2. Why does the official carry out rectification? What are the impacts?
The public account is the standard configuration of major brands nowadays, and one of the main marketing channels is to send mass content and push activity information to users through the public account.
However, the number of public account tweets is generally limited. In particular, the number of service account tweets is only 4 times a month, which limits the opportunities for advertisers to show themselves to users. When the public account launches the template message function, Many people find that it can become an "advertising space" of "unlimited times".
But this obviously violates the original intention of WeChat development template messages.
The official interpretation of the public account template message is: "The template message is the interface ability to immediately reach the relevant service results after the actual interaction between the user and the public account business."
That is to say, the template message is allowed to be pushed only after being triggered by the user's behavior. The necessary condition for reaching the template message must be Users are informed, authorized and actively involved , and the release style (title, keywords and content) are all Must match the actual use scenario 。
WeChat has rectified the abuse of customer service interface and template message interface for template messages as early as 2019.
At the beginning, many developers and advertisers used their own service ID template messages for advertising pop-up and campaign marketing. Users passively triggered the acceptance of marketing messages and the frequency was too high, resulting in a large number of complaints about "excessive marketing" of template messages.
Recently, another group of advertisers have used template messages to push advertisements to users and released marketing information such as "points", "members", "activities" and "rewards" by placing advertisements on the main public account.
Most of these advertisers are second-class e-commerce businesses. Clicking on the template message will jump to the mall. Most products in the mall need to be purchased in the form of point exchange+cash payment. It seems cost-effective, but the actual value of the goods may only be worth the cash part, and the price of the original price that has been crossed off is falsely high.
Figure | Screenshot from a point store
As for the frequent harassment of such false advertising marketing, after receiving a large number of complaints from users, the official took this standardized rectification action. What impact will it have on advertisers, public account owners and WeChat users?
Reduce marketing channels: After March 30, when the rectification of template messages officially begins, the marketing content with sensitive words will be blocked and restricted, and this fast direct channel to users will be cut off;
Increased operating and development costs: After the template message channel is cut off, advertisers are forced to return to the message notification mode, which increases the cost. Some advertisers will also choose to develop their own software applications, and the cost of developing template messages will be wasted.
▪ For the official account:
Reduce advertising revenue: Recently, a large number of second class e-commerce advertisers poured into the template message field for advertising, bringing considerable revenue to some public account owners. After rectification, account owners will reduce the revenue from such advertising.
Increase the risk of violation: Public account operators need to be more cautious and reasonable in pushing template messages. The risk of violation increases, ranging from template sealing to template recycling; The service number that used template messages for drainage and marketing needs to find an operation mode to meet the platform rules.
Better product experience: The launch of a large number of template messages has made many users unbearable, and there is also a risk of fraud by clicking on unknown links; After the rectification of template messages, users will receive fewer advertising marketing messages, and the reading experience of public accounts will also be better.
At the same time, in the "WeChat Open Community", many developers are worried about affecting their right to use template messages normally, and some people say that this rectification is a one size fits all situation.
Figure | Screenshot from "WeChat Open Community"
With every improvement of WeChat, there are both good and bad voices. What's the final result? Will it affect the rights and interests of normal users? How can template messages be used to achieve a win-win situation? WeChat is thinking and users are exploring
The above is the content of this issue. Welcome to the watermelon data discussion~
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