Why Many WeChat Official Accounts and Media Outlets Struggle to Survive

Xiao Bei sums it up perfectly:

Why can’t a lot of WeChat public accounts—or media outlets in general—survive? Here are my takeaways:

First, you’ve chosen too narrow a niche, with too small an audience.

Second, your articles are so mind-bending that readers need to put in enormous effort just to understand them.

No one wants to read these kinds of articles because:

First, readers don’t like working hard for their money.

Most people prefer content that promises easy riches—ideally, articles that tell them exactly which bet to place to double their money, with a promise to split 10% of the profits with me.

But if you tell them there’s no such thing as getting rich quick, they’ll get upset. “What kind of nonsense is this?! Look at so-and-so, who’s been giving us the secrets to doubling our money overnight…”

“What level of a so-called ‘guru’ are you, anyway? Unfollowing.”

Second, readers want entertainment, not homework.

If your articles require so much mental effort to read, why would anyone bother? Most people open Douyin to check out beautiful women’s legs or cute girls in JK uniforms—isn’t that much more enjoyable?

If I open your public account and you hit me with exhausting, lecturesque content all day long—like my mom nagging me—don’t you find that annoying?

Third, articles that pander to popular tastes go viral.

Most people are ordinary: not great at studying, not particularly productive, prone to indulgence, lacking discipline, and obsessed with attractive women (who, of course, aren’t interested in them).

If you write content specifically targeting these crowds, it’s practically guaranteed to blow up.