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Many customers will ask, I already have an official account, and I have many fans, why do I still need to make a small program?
The official account is like a magazine. It has strong content attributes, and the main purpose of users' attention is to read, watch or listen, which can accumulate and precipitate fans. The competition between official accounts is mainly the competition of content capabilities.
The tool attribute of the applet is stronger. It mainly solves practical problems. Ordering food, queuing, and purchasing tickets are all typical application scenarios. The competition between tools depends on the ability to solve problems.
For merchants, the ideal situation is: the official account produces content to reach fans and users, the mini program provides commercial services and transactions, and the marketing is completed within the WeChat ecosystem.
The perfect combination of content + tools produces a considerable overlay effect
(Want to know the various industry solutions of Mini Programs? Click the link to view https://market.cloud.tencent.com/stores/1251619298 )
The difference between official account and mini program
Different positioning (the official account serves marketing and information transmission, and the applet is oriented to products and services)
The official account is mainly used for information transmission to realize the connection between people and information. With the help of H5, simple interaction can be realized, mainly supplemented by simple services such as marketing and information transmission.
On the other hand, Mini Programs are strictly differentiated from Official Accounts in terms of function (do not support marketing methods such as following and message push). The interaction and diversion with the applet enables developers to concentrate on making products and services, thus bringing a large number of long-tail services to WeChat and superimposing WeChat's own heavy services to create an ecosystem from social networking to information connection to services.
Different functions (the function of the official account revolves around information display and marketing, and the applet is oriented to products and services)
WeChat and official accounts are quite different in terms of development language, design specifications, marketing methods, and review mechanisms. The official account is a type of account that provides users with a platform for information and consultation, provides a new way of information dissemination, and builds a better communication and management mode with readers. After the H5, the official account can also provide some simple Interactive function. Mini Programs are mainly designed to provide services, run more smoothly than official accounts, and can provide more complex products and services. The function of the official account mainly focuses on information transmission and marketing. The applet strictly controls the marketing function to distinguish it from the official account, so that the service experience and convenience of the applet can be improved, and it will not be overwhelmed by the excessive marketing information of the official account. middle
The difference in experience (the operation delay of the official account is relatively large, and the experience of the applet is close to that of the native app)
After clicking the application function in the official account, it takes a while for the green progress to appear at the top, and the application experience with high requirements for complex interaction of business logic is poor. The applet will be very smooth and almost no need to wait, just as smooth as a normal APP operation. The main reason is that the official account does not have a local cache, so every time it is opened, the server will be requested to refresh the page, resulting in a long delay and a decrease in experience. The applet caches the UI and pictures locally, and only needs to request interactive data from the server, and page switching does not need to be refreshed. , so the experience can be close to the smoothness of the native APP.
(Want to know the various industry solutions of Mini Programs? Click the link to view https://market.cloud.tencent.com/stores/1251619298 )
How to combine Mini Programs and Official Accounts
Use the existing official account to drive consumers' usage habits and guide fans to mini-program consumption
- Appropriately insert mini program cards in the official account article to replace the original simple picture.
- Insert the applet in the menu of the official account
- Add an associated applet to the introduction page of the official account
(Want to know the various industry solutions of Mini Programs? Click the link to view https://market.cloud.tencent.com/stores/1251619298 )
Q&A
What technology can short videos be used to access Mini Programs?
Related Reading
Huang Rongkui: Tencent Cloud WeChat Mini Program Solution
Liu Yi: How to Use Mini Program Technology to Solve Enterprise Sales Problems
This article has been authorized by the author to publish Tencent Cloud + Community, the original link: https://cloud.tencent.com/developer/article/1116650?fromSource=waitui
