Shulou(Shulou.com)11/24 Report--

I saw a man talking about existentialism in moments. He quoted Sartre's view of free choice.

"existence is choice, and choice is freedom."

Under this moments, another person posted three messages selling astragalus in his hometown, but the three moments were silently folded down to the sentence "xxx and other three items".

The time in the moments is deep and sharp, as long as the fingers are flexible and do not care about everything like the cyber police, 30 seconds in reality is enough to walk here for a day. In the surging flow of information, being folded means it doesn't exist.

I asked the friend who sold astragalus if he was folded on his own initiative, and he asked me, "what is folding?"

Folding is like this:

▲ drawing source: from the network

Several consecutive dynamics are constrained to an entry that requires a second click, but the person who makes the dynamic is unaware of it.

A simple and rude moments slimming down, not beautiful, but also very arrogant.

Sartre would be pissed off by Zhang Xiaolong if he had a chance to use Wechat.

Since January last year, this feature has been tested internally on some Wechat users, and some people who do business with private domain traffic are the first to feel it. Since then, the scope of internal testing has gradually expanded, and recently there has been a folding in the moments of more and more users.

But so far, the way of folding in moments is like a unilateral notification of Wechat. Wechat has never disclosed the details of this function. About what kind of account and content will be folded, as well as the grayscale process, can only rely on guessing and grayscale users to do their own experience summary.

Wechat folding does not have a cancel button, which means that this is a feature that cannot be turned off from launch, and if users do not want it, they can only choose to avoid it with some strange third-party software (these methods are often troublesome to operate or are only guaranteed to work temporarily), or do not update to the new version.

Or endure it.

A huge social network with 1.3 billion users, if you can't leave it, you have no choice but to adapt to any irrationality.

Like the sudden disruption of the official account information flow, or always lead to embarrassing "clap".

"one shot" can't be turned off until now, but it finally comes online two months later, which can be withdrawn in two minutes. For such a trivial feature update, the meaning of Wechat is obvious, the platform will continue to provide a forward and backward experience for the new feature, but if you want to reject this feature.

It's not up to you.

The folding of moments follows this logic. Those who suffer are WeChat businessmen and some people who use the platform of moments to promote their business. For example, a buyer's shop in an acquaintance business, a headhunter who publishes job information, or the owner of a seafood market who comes up with new goods seasonally.

WeChat merchants are the celebrities of the old era of Wechat. Ten years ago, the function of WeChat moments was launched. Two years later, the number of WeChat merchants has exceeded 10 million. Messing around in moments has established the commercial potential of Wechat to a certain extent. But with Mini Program and video number, private domain traffic has a larger and more decent way to cash out.

Now Mini Program has more than 450 million users, and the participation of video account users in the total viewing hours has exceeded 80% of the total time used by WeChat moments. Paid live rooms and live streaming bring goods to a rapidly commercialized Wechat.

On the contrary, it is WeChat moments. In 2019, 100 million people set up visibility for three days.

WeChat merchants are no longer popular, or this old format is beginning to become a weed rather than a nutrient in the ecology of Wechat, which needs to be cut and doesn't even deserve the exposure of Wechat that ordinary people have.

The Wechat team has previously responded to this folding feature:

"moments is a space for users to share and pay attention to the lives of friends. The behavior of sending marketing messages in batches or high frequency has the problem of disturbing the peace of users and impairing the experience of users' moments."

But at the same time, the advertising business in moments is expanding.

The first ad appeared in WeChat moments in 2015, and the interactive function of @ friend comments was added in 2019. Up to now, four ads can be placed in the 24-hour information stream, and users can only cancel them one by one.

Also for users to produce negative experience, moments folding does not involve the rights and interests of this part of the advertisement.

For consideration, it should be pointed out that the ad space in moments can not be turned off, but it takes more than 10 steps to find the location. I don't know who else can find this place except the product manager himself in moments. I asked a developer of Wechat's internal non-moments feature who didn't know about the above method. Across the feature is like a mountain.

And the policy has now been updated, and now that ads on WeChat moments can no longer be closed, Wechat's only concession is that it can turn off personalized recommendations, and bold in the explanation reminds users that "the number of ads they receive will not be reduced."

By implication, Wechat insists on not disturbing users unless it is Wechat itself that disturbs users.

▲ image source: Wechat

I like that friend who sells astragalus very much, and I also like to watch his simple moments for selling goods. I also like to watch another seafood market vendor posting videos of fresh seafood every day on moments. When the epidemic in Shanghai makes everyone tired, she is the only one in the circle of friends who keeps her eyes fixed on her own life. Although I am not familiar with either of them.

Does everyone like to watch such developments? not necessarily. It must not be taken as a partial generalization that everyone thinks so. If statistics are made, there is a high probability that such moments will be blocked by many people.

But this is only about personal choice, users can browse less moments, or choose their own friends to block. If there is anything unnecessary, it is that Wechat, as a platform, makes this choice for users on its own initiative. This is the arrogance revealed by the platform behind features such as "folding".

"others are hell".

Zhang Xiaolong once quoted Sartre as saying that Weibo is the plural of hell.

What it means is that we need to get rid of the prejudices brought about by the social process of connecting with others, so as to prevent this relationship with others from eventually engulfing ourselves and even affecting the freedom of people's own existence.

But this kind of "get rid of" and the choice of way, if not out of personal initiative choice, the whole thing will change.

Everyone has the complete freedom to choose the environment, to make decisions and to choose how to act. The premise of freedom is the absolute existence of initiative, which is what Sartre said.

Users can even turn off the entire moments. But that's probably the last thing Wechat wants. The social square of moments needs to be lively, so that the private domain will continue to be hot, the regular sending function of Wechat's moments and the expansion of Wechat's online friend capacity to 10,000 people are meaningful, and only live water can be achieved with the atomization of video accounts in the ecology. only ads that are jammed into the dynamic of friends will be watched.

As a price, some people's voices need to be "confiscated", and some of their activists may eventually go to the video account to find new business and become new carriers.

Tencent's gaming and advertising revenues have stagnated, and the commercialization of Wechat is expected to contribute more to revenue growth.

▲ image source: Weibo

Another observation is that a user mentioned that two people used the same copywriting and photos at the same time, one person was folded without the other, and some people were folded even if only one status was folded. I dynamically posted a folded circle of friends into my moments three times in a row, but it wasn't folded.

It may seem that different Wechat accounts have been labeled differently because of their historical "marketing misdeeds", or they may not be, but the mechanism is unknown, it all depends on speculation.

Zhang Xiaolong explained this vaguely in his speech on the 10th anniversary of Wechat:

"I have always believed that the essence of socializing is to find the same kind." status "is used to be seen by people, and it is best to show it to people of the same kind."

But how to choose "the same kind", see or not see, is the user's own business.

This article comes from the official account of Wechat: ID:pinwancool, author: oil and vinegar

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