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关于昨天微信新功能的几点思考:微信=社交金融?还是别想太多了!
时间:2016-01-27 11:05:00
文章发布:
原创作者:未知
来源:互联网

昨天,微信又一次“出其不意”地推出一张图片的限时功能,瞬间被用户刷了满屏的朋友圈,紧接着红包“摇一摇”上阵,一波,两波……对于我这种红包活动已“免疫”的人,我更喜欢斟一杯酒,品味微信的那种“既羞又骚”的情绪。

或许是因为微信在上次的公开课pro尝到甜头——在没有通知用户的前提下的“突然袭击”,可以让用户体验到惊喜的感觉,并为之而冲动,所以,这次微信推出的一张图片限时功能,同样采用了这种方法。

效果如何?不否认,应该取得了微信官方的预期效果。但对比那天的公开课pro,其实还是存在一定差距。除了这次开放时间比较少的原因外,更重要的原因是用户“惊喜感”在降低。

很难想象,在连续多次使用这种“突然袭击”策略的时候,还有多少用户在跟着玩。其次,也是重要的,如果微信没办法解决很多小的缺陷问题,恐怕下次再玩这些,还是会被人利用,此话后讲。

接着前面提到微信“既羞又骚”的情绪,其实在这次也不例外。微信掌门人张小龙多次提到注重用户体验感,无论是对广告,还是这种大规模活动,都是极为谨慎,并把这种“谨慎”全部浓缩到产品设计上,只有一个原则,不破坏既有的体验感。

但显然,还是出问题了。比如,一张图片红包产生的涉黄行为,这也是导致这次活动提前下架的关键因素(原定是在八点下架)。

我在想,在产品设计之初,微信到底有没有想到会出现这种情况?我给我自己的答案是:没有的。

当微信醉心于那些设计时,有时候真该反思一下,你已经不是一个小的社交工具,而是拥有数亿用户的平台,任何一个改动都会产生无限的放大效果。包括上次的公开课pro,怪用户缺乏智商?不,那只是部分用户在秀“优越感”,真实情况是微信官方的产品设计缺陷,整个页面都缺乏明显的标识。

不得不感叹,这真像是上了床,还扭扭捏捏,死活不愿把腿张开的那种。

在我看来,如今的微信依旧活在乌托邦的世界里,像昨晚连续几波的红包“摇一摇”,数量多,单个红包份额却很小,除了能引来一堆谩骂,也不剩下什么。

甚至可以说,人们在睡醒过后,压根不会记得你出现了什么红包“摇一摇”,只会想起昨天下午微信有一张红包图片。

换句话说,用户其实更需要新的刺激点,但显然这点的红包是无法替代的。当然,我也参与第一波红包“摇一摇”,给我的感受就是“怎么摇了那么久,红包还那么多?!”

由此产生“身份”的尴尬,当支付宝在大肆宣传发红包的时候,没人会说它,也没人会反感,因为它本身就是一个支付工具,“发红包”其实是理所当然的事。但微信不同,它是一种社交工具,“发红包”不过是副业,并非主业。两者对比起来,差距一眼明了。

当然,数据也自然有,支付宝依旧占据移动支付领域的七八成,微信支付基本无法撼动。

再往深点说,是微信不对吗?那倒不是,相反,微信已经做到“仁至义尽”,但我想的是,微信越是在社交金融领域开放,会“中毒”越来越深。微信从来不是为金融而生,它真的是很单纯的社交。

不过,也是因为如此,现在有一种说法,腾讯不懂得如何玩互联网金融,要不然就不会老是拿微信试水。

我并不认同。这取决于腾讯的态度,相对于阿里、京东的直接切入,腾讯更多的是侧面迂回,也就是“守好自己的一亩三分地,然后给你提供流量”。这是腾讯对于互联网金融所表现出来的态度,更加温和。

至于微信,无论从公司文化,还是从产品特点,它都不是一个玩互联网金融的好工具,能做到现在这样,纵使漏洞百出,其实也看得出尽力了。

最后,再补充一点,“社交金融”实际上并不成熟,仍然是一个很虚幻的概念,所以,微信=社交金融?还是别想太多了。

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