Core Viewpoint - The article discusses the evolution of WeChat public accounts as a form of self-media, highlighting the differences in business models and the responsibilities of KOLs (Key Opinion Leaders) in advertising practices [2][7][24]. Summary by Sections Evolution of WeChat Public Accounts - WeChat public accounts have undergone significant changes since their inception, moving from a closed-loop content model to one influenced by algorithmic recommendations [4][5]. - Early public accounts relied heavily on organic growth through shares in social circles, making their followers more valuable [5][6]. Business Models of Public Accounts - There are primarily two business models for public accounts: one focused on traffic generation and the other on providing services [7][13]. - Traffic-driven accounts monetize through advertisements, sponsored content, and promotional posts, often prioritizing high engagement over content quality [8][10][11]. - Service-oriented accounts build a loyal follower base and offer additional services, such as paid groups or travel arrangements, which can lead to clearer monetization paths [13][15]. Challenges and Responsibilities of KOLs - KOLs must recognize the trust their followers place in them and be responsible in their advertising choices, avoiding misleading promotions [24][26]. - The article criticizes KOLs who fail to vet the products they promote, suggesting that they should maintain integrity and prioritize their audience's interests over quick financial gains [30][32]. - It emphasizes that KOLs should treat their followers as valued individuals, acknowledging the trust and credibility that comes with their influence [30][34].

Group 1 - The article discusses the evolution of WeChat public accounts as a significant self-media model, highlighting their initial rise and the changes in their monetization strategies over the years [2][10][20] - It categorizes public accounts into two main business models: those focused on traffic generation and those providing services, with the former relying on advertising and the latter on offering additional services to a targeted audience [10][20][24] - The article emphasizes that the value of followers has changed, with earlier accounts having more valuable followers due to the lack of algorithmic recommendations, making follower demographics crucial for valuation [7][15][18] Group 2 - The traffic-driven model is characterized by high exposure through advertisements and sponsored content, often prioritizing quantity over quality in content creation [12][15][18] - The service-oriented model aims to build a loyal follower base and provide specialized services, such as travel planning or financial advice, which can lead to clearer monetization paths [20][24][30] - The article critiques self-media influencers for not adequately vetting the products they promote, suggesting that they should take responsibility for the trust their followers place in them [40][58][60]