金错刀:微信朋友圈插广告,可能是一步臭棋

作者:三部曲网络 分类: 发布于:2015-1-25 15:27 ė1847次浏览 617条评论

导语:微信2015年第一个大动作就是朋友圈广告,这会成为微信盛衰的转折点吗?我认为,这个事情有很大的转折点意义,处理不好可能是一步臭棋。

1月21日早上,微信开始测试朋友圈广告,名为“微信团队”的微信号出现在用户的朋友圈中,发布6张图和链接做成的广告。此前一个“微信全球MBA创新大赛——创意中国2015”活动中,腾讯公司副总裁张颖表示微信朋友圈广告即将上线,这将是微信朋友圈商业化形式创新的探索。

在微信广告中,微信官方用特别文艺,特别有逼格的语调说:广告是生活的一部分,不是广告可恶,而是广告不懂用户,我们试图做些改变。

我从腾讯相关人员那里拿到了一个《微信广告系统介绍》。大概讲三个核心内容:

其一:微信真的是个大金矿,上线3年,累计注册11.2亿用户,月活跃4.4亿。而朋友圈则是信息分享与原创的平台,日均分享总次数有30亿。覆盖20-29岁年龄段的优质用户。

其二:微信广告系统首先是公众号部分,在公众号文章的底部,主要是覆盖量大,超过4亿活跃用户。广告方式是CPC广告——底价为0.5元/一次点击,自由竞价。以及CPM广告——底价为15元/千次曝光,自由定价。我自己认为,这部分杀伤力很一般。

其三:微信广告系统的朋友圈部分。这部分就是主打Feeds广告,CPM按曝光计算,严选50个品牌广告主,关键是合作预算在1000万以上。

看了上面的介绍,才发现,朋友圈广告才是一盘大棋,有人说一年可能做到100亿,这稍微有点夸张。客观来讲,微信的商业化势在必行,而微信团队在广告上的动作也很有创新。

我在微创新总裁营、实战公社群里做了个小调查:微信官方在朋友圈发广告,大家讨厌吗?

大家的投票让我很惊讶,有一半人说“不讨厌”,理由是:如果做的很有逼格的话,还可以学习。

还有人说:这是趋势,无法阻止,就接纳并运用它。

也有一半人“讨厌”,理由是:微信开始做广告了,还能不能认真地玩微信了。

微信在2015年的第一个大动作就是朋友圈广告,这个事情会成为微信盛衰的转折点吗?

至少,我认为,这个事情有很大的转折点意义,处理不好可能是一步臭棋:

1、微信之所以有这么高的粘性,首先是用户相信张小龙所说“用户体验第一位”的价值观,在广告横行的APP世界,张小龙和微信就像一股清风拂面,代表未来,代表更高维度。朋友圈广告我认为是跟这个价值观有冲突的,因为这是一种强插行为,跟你的朋友在朋友圈发垃圾广告的性质是不同的。

2、微信之所以超越微博,就是因为信息噪音低,如果微信官方开始发朋友圈广告,只会加大信息噪音,真有可能重蹈微博覆辙。一个微创新实战公社的话很有代表性:

@易胜兰 :其实是讨厌的,原来以为朋友圈可以是自己的闭环,才知道幕后拥有者是微信,想来会有新的工具代替了,QQ就是前身。

3、有人会说,朋友圈的红利都让微商占了,微信官方太吃亏了。其实,不是这样的,微信的最大红利是流量,而且是优质、可持续、移动化的流量。广告是最简单粗暴的方式,羊毛出在猪身上才是最好的方式,其实,微信的游戏已经很厉害了,已经占据移动游戏的大半壁江山。

你如何看?朋友圈广告是步好棋,还是步臭棋?欢迎回复“好棋”、“臭棋”做个投票。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

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