Product Hunter | Tencent launches 'Hequn” mini program to use music as an interest community

Recently, products based on interest circles have emerged one after another.

Not long after ByteDance’s “FeiLiao” was launched, Zhang Chaoyang made a high profile as a “Fox Friends” platform. Now, Tencent has launched a community mini program product “Hequn”.

According to the Hequn mini program data, its most recent update occurred on June 19. In addition, the "Hequn" mini program was launched under the name "Drifting Music" on July 18, 2017, and has since undergone several name changes:

such as "Music BOX", "Listen", "FM433" etc.

Judging from the previous name changes, the function of this mini program is closely connected with "music".

The core functions of the latest version of the "Hequn" applet are still closely related to music, but it injects the concept of "community" on the basis of music.

Related recommendations: "WeChat Mini Program"

A "literary" community where you can chat while listening to music

Users except While listening to music, you can also post pictures, texts, and video updates in the "Hequn" community, but the text posted is limited to 300 words, and the video duration is limited to 30 seconds. Specifically, the gameplay of "Hequn" around music and community is as follows:

1. Use music as a medium to build a community

Enter the homepage of the "Hequn" applet , you can receive the songs recommended by the system, and the music library comes from QQ Music. Users can change songs by swiping up and down.

While the user is listening to the song, he or she will see transparent bubbles floating up on the interface. Each bubble represents a user. Pressing and holding the bubble will display the user name, avatar, and distance.

Click on the user's avatar to enter the user's homepage, which displays the communities the user has joined and personal updates.

However, when users want to initiate a private message chat with the other party, they will find that they can only enter the song name keywords in the input box to push music to the other party, and cannot try to delete the message. Ways to chat outside of the medium of music.

It can be seen that the product guidance method of "Hequn" does not advocate the establishment of point-to-point free relationship chains between users, but is more inclined to attract users into social circles that are interested in each other.

Music is only a link for users to enter interest communities.

2. Interested communities

Users can form communities in the "Hequn" applet, or join communities of interest.

After forming a community, users can directly invite friends to join through the WeChat relationship chain.

In addition to entering strangers' homepages and discovering communities in the "bubbles" of listening to music, this mini program provides users with two channels for discovering communities:

One , users can search for keywords to join.

But currently, the "Hequn" applet only has a search entrance and does not have a search function.

Accurately matching interest groups through search is a common problem faced by interest community products.

In Sohu's online interest community "Huyou", users can also search for keywords to match strangers they want to meet, but keywords can only match the user's registered name alone, not matching the interest dimension, which may Will affect the accuracy of search results.

The "Hequn" applet does not collect user interest tags, but only connects users with music taste. The search entry function is not yet open, and it may be exploring search matching logic.

Second, the system automatically recommends communities that may be of interest.

The recommendation logic of "Hequn" may be recommended based on the user's music taste.

#After joining a community of interest, users will receive the latest updates posted by community members in real time, and can like and comment on the updates.

The community has two content recommendation logics:

-System recommendation

-Timeline

corresponds to "recommended" TAB and "dynamic" TAB respectively .

How mini programs play with interest communities

In addition to providing users with a medium to chat while listening to music, "Hequn" Another feature is that it is presented as a WeChat applet instead of an App.

The advantage of WeChat mini program as a community is that it can simultaneously expand the relationship chain between acquaintances and strangers, and join communities of interest to communicate.

-Improve the efficiency of expanding the acquaintance relationship chain.

Building a community in the WeChat ecosystem makes it easier for acquaintances to join the interest community directly.

-In the future, it will be easy to use WeChat friends’ second/third degree connections to quickly expand the size of the community.

Birds of a feather flock together, and people flock together. In real life, people who are interested in certain topics are more likely to become friends with each other. Among the friends of their friends, there may also be users with common topics.

Therefore, building an interest community applet in the WeChat ecosystem is conducive to fully tapping potential interested users in the acquaintance relationship chain.

After the experience of product hunter (ID: qqchanpin), the "Hequn" applet hopes to connect users with common interests and conduct in-depth discussion of topics, but compared with many requirements for users to register In terms of selecting products with interest tags, the interest collection method of the "Hequn" applet is more abstract:

uses music taste as a link to guide users to actively find and join the interest circles of unfamiliar users, or to ask users to Recommend communities that may be of interest to them.

NetEase has also tried how to turn users' abstract "music taste" into a friendship bond.

In May of this year, NetEase internally tested the dating app "Yuncun Dating", which uses users' preferences for music to generate portraits and recommend friends to users. Needs are often the need to kill boredom and loneliness.

How to combine the "entertainment attribute" of music dating with the "functional attribute" of motivating users to form a circle of common interests is a direction that the "Hequn" applet still needs to explore

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