Apr 10, 2022
The Double-Edged Sword of WeChat's Content Ecosystem Subscription account payment provides a direct monetization channel for content creators, but this kind of monetization is actually not easy for long-tail content creators. The content provided by the subscription account is more inclined to information acquisition, and knowledge acquisition is only a "side dish". After all, for most subscription account content consumers, few people actively acquire knowledge increments by reading subscription accounts, and the motivation for people to open subscription accounts is more out of the demand for consuming information. Secondly, most of people's access to information is passively accepted. More people are accustomed to reading articles in the circle of friends, rather than actively opening subscription accounts to obtain valuable information. The application of recommendation algorithms and information flow technology is also catering to this audience habit. Therefore, for long-tail audiences, paying may increase the cost of passive acceptance. Fragmentation of reading demand leads to fragmentation sms marketing service of creative content, and people may tend to pay for deep reading. However, as an important fragmented reading scene, the effect of in-depth reading of WeChat subscription accounts is still unknown.