When many customers inquire about development projects, they will hesitate between developing a small program or a public account. At the same time, for the two major products in WeChat, should they develop a public account or a small program?
What’s the difference between them?
1. Different positioning: Mini Program is an application launched by WeChat that does not require downloading and installation. It relies on WeChat big data as the background. Mini Program is oriented to products and services, mainly functional services, and is committed to creating online and offline integration. It has many service scenarios in WeChat and is not fixed. It is easy to use out of the box and can realize the positioning of products and main services. It is more suitable for expanding marketing scenarios and realizing the o2o development model.
WeChat public account is an online marketing self-media platform. Enterprises and individuals can apply for account opening on the open platform by themselves. It publishes information through graphics, text, voice, video, etc. to attract users’ attention and interaction. It is a new way of information dissemination. . To build a bridge of close communication with users, the official account relies on the fan economy. When combined with H5, it can provide some simple marketing and interactive functions within the official account.
2. Different operating methods: Mini programs can be found through online code scanning, WeChat search, public account association, friend recommendations, etc. Based on the positioning function, they can be exposed to people within five kilometers of the surrounding area for free, as long as the name of the mini program matches the user search habits, you can get corresponding search traffic. In addition to online exposure, mini programs can also be turned into mini program codes that exist in many places such as advertising posters, in-store walls, consumption receipts, cash registers, product outsourcing, etc. Directly connect online and offline, allowing traffic to grow rapidly.
Mini programs can quickly transform and reach users. As long as it is used once, it will be retained in the usage record on the WeChat homepage, which can be found again by scrolling down. It can also be added to “My Mini Program” to facilitate secondary use and greatly help enterprises save operating costs. In addition, in order not to damage the marketing ecology of Moments, the mini program currently only supports random jumps to the chat interface in WeChat, but cannot be directly shared to Moments (but it can be shared by generating mini program codes).
At present, mini programs can reach users through the following methods: nearby mini programs, store mini programs, official account association, template message push, WeChat mini program code, mini program sharing jumps, official account article embedding, etc.
The WeChat public account provides services mainly through the menu bar interface in the public account. Users need to pay attention to the public account and then enter the service from the menu bar. The entrance is hidden deep, which also results in a long service acquisition chain for users, so the development of public accounts is more suitable. An account that is mainly operated by fans and has deep user accumulation. Applications developed by public accounts can not only jump to the chat interface in WeChat at will, but can also be shared directly to Moments.
At present, applications developed by WeChat public accounts can reach users through the following methods: links in friend circles, article implantation in public accounts, menu bar entry, chat sharing, template message push, etc.
3. Differences in technology: Mini program development is based on the development guidelines and tools provided by WeChat official. It uses the H5-like native development language of mini programs and has a rough framework as the basis. The mini program will cache the UI and images locally, and only needs to request data from the server. Page switching does not require refreshing, so the page opens smoothly, loads quickly, and the user experience is close to that of a native App.
Public account development generally relies on H5 development technology to achieve interaction. The operating environment is browser-based, which is equivalent to mobile web applications. Applications developed by public accounts need to request the server every time they are opened. When processing requests with complex business logic and many interactions, a certain loading time will occur, and the requirements for the network environment are also relatively high.
4. Difference in functional focus: Mini Programs are given open access capabilities by the WeChat platform and can basically meet the needs of all industries (catering and food, corporate display, e-commerce live broadcast, smart hardware, etc.). Compared with official accounts, It performs better in highly interactive fields such as live video broadcasts, shopping malls, and mini-games, and has stronger traffic-draining capabilities. www.hsymr.com public account development generally includes function customization and interface customization. If you do not require too high traffic exposure, you just want to provide continuous services and operate well in the field, such as micro mall, micro membership, and micro official website , micro-distribution, micro-page, micro-payment, micro-marketing, or connecting to various advanced ports, such as ERP, CRM, OA and other third-party platforms, the public account will be more reliable. At present, the traffic drainage function of the WeChat platform is becoming more and more powerful. With the continuous updating of functional interfaces, in the future WeChat ecological environment, whether it is the development of official accounts or small programs, enterprises can achieve more customer accumulation, thereby in In the future market development, more profits will be achieved.
