How can an enterprise account become a good public account? Teach you 5 tricks

Some time ago, there were many voices criticizing public accounts:

Public accounts have become a red ocean, so don’t use them anymore.

The company "stopped updating its Weibo and Douyin accounts".

High-frequency, low-quality official WeChat push notifications are a drain on the brand.

The decline of WeChat public accounts is inevitable.

…

Sister Mulan who read this:

Are public accounts really going downhill as everyone says? Is it that new media editors have no way out and have to pack up and change careers? Sister Mulan doesn’t think so.

Let’s first look at a set of data: According to the 2019 "Aurora Big Data", more than 600 million users are active on WeChat every month.

According to data released by QuestMobile, as of December 2018, the number of monthly active smart devices in China's mobile Internet was 1.13 billion, which means that WeChat alone accounts for half of the activeness of Internet users.

It can be said that behind the public account is the WeChat traffic pool of 1 billion users; it is the unshakable national app status; it is a social circle that connects acquaintances; it is a walking mobile payment wallet; it is a small program that can be used immediately after opening it ...

The value of public accounts cannot be replaced so far. Because we still check WeChat and our Moments every day.

However, behind these public accounts that are pessimistic, some people are anxious and following the trend, while others are still quietly awesome.

• GQ Lab, known as the "king of brain holes", can get over 100,000 likes per tweet, and even its soft ads can get over 2 million clicks.
• In January 2019, the article "Don't be sad, I'm leaving first." published by the public account "Bai Hu Hua Publishing House" went viral and achieved double "10w+".
• In 2019, the number of fans of MINISO, the largest new retail company, exceeded 25 million, and it set the record of having over 1 million hit articles many times.
• Pinduoduo, which started from the WeChat ecosystem and grew to a market value of 20 billion US dollars in three years, was successfully listed in the United States.
• …

So rather than saying that public accounts are in decline, it is better to say that this game has entered the second half of brutal elimination competition, and the era of high-quality content being king has already begun.

But one thing is clear: "It's September 2020. If you're still using the old ways to run a public account without seeking change, your death is not far away."

Colorful black

Official accounts are the first battlefield for corporate brands and a key platform for mainstream trends. They occupy users’ time and attention to a large extent, and they still have a natural advantage in both brand communication and user pool cultivation.

If a corporate official account is missing, it means that the battlefield in the entire circle of friends is gone.

However, many business owners’ knowledge of public accounts comes from the top public accounts in the entire industry. For example, Rebecca's Fantasy World, New World, Alipay, etc.

“We want articles that have the feel of Rebecca or Mimi Meng!” (Sister Mulan said she has heard many bosses set KPIs for editors in this way)

“Follow this hot spot!”

However, when the editors have used up all the wisdom accumulated since birth, and worked hard every day to produce one "Mimeng style", "Rebecca style", and "follow the trend" article after another, and saw the disproportionate increase in the number of fans and readings, that feeling is really like going on a crazy self-high. Oh, it turns out that the carnival is just the loneliness of one person.

What is the cause of this? The most fundamental thing is that the company has no top-level design.

Some companies cannot even accurately describe their own brand positioning or target users, and start blindly copying others. The result is of course "there is a kind of hot product called other people's hot products."

Just like the "Durex Butterfly Effect", imitating others is often in vain.

There is only one "Luo Zhenyu", "Rebecca", "Jin Pengyuan" in this world... Why can you copy them?

Another type of enterprise treats the official account as a blackboard newspaper or a second official website, which is a one-way information release platform for the enterprise, which may be performance, interviews with the boss, company product promotions, or corporate image. In short, they hope that one WeChat account can carry all the functions of the entire company website.

Regarding this kind of enterprise, Sister Mulan just wants to say: operating a public account that does not focus on user experience is hooliganism.

Some companies set their KPI as the number of fans, either because they don’t understand new media or because they are just lazy. If you measure my work in the simplest way, I can solve it in the simplest way (increasing fans).

Dear leaders, please refer to the formula and comprehensively examine the value of a public account.

Don’t always mention the KPI of number of fans.

Therefore, if your company still operates new media based on "copying the same pattern" rather than based on "target users", then your company's WeChat public account will become more and more like chicken ribs: tasteless to eat, but a pity to throw away!

How can Enterprise break the impasse?

Pay attention, business leaders and new media operators, wake up, stop envying Pechoin’s “1931” that went viral on WeChat Moments, NetEase Yanxuan’s universe-level H5, and Miniso’s net profit revenue of over 10 million using WeChat public accounts. First, look inward: Are you putting any thought into operating your own corporate public account?

So, how is an excellent corporate public account created? Mulan has summarized the following points based on her practical experience in working in MINISO's new media over the past few years:

• Win by cognition and find the right positioning.
• Platform selection and strategic layout.
• Scientific execution, integration of product and effect.
• Teamwork comes first, and success depends on people.

Next, we will expand on three of these points and share them with you briefly.

1. Win in cognition

Corporate official accounts are used to empower “brand, communication, and service”. Only by combining new media with the company's brand tone and user needs can the value of "new media" be maximized.

For example, if you follow the official accounts of these brands, you will find that: MINISO’s official account is very MINISO; HEYTEA’s official account is very HEYTEA; and HomeFacialPro’s official account is very HomeFacialPro.

These are all corporate accounts, and each of their articles has a readership of over 100,000.

It can be said that enterprises that are serious about new media will usher in spring, which is fully reflected in these accounts. Undoubtedly, these brands are operating their own media very carefully:

• Like MINISO, it closely combines the brand concept of "health, leisure, quality and creativity" to become a "guide of life";
• HEYTEA writes different stories for new products and new stores based on the brand concept of "cool, inspiration, Zen, and design";
• HomeFacialPro has also opened up a smooth road of its own with its brand "minimalist skin care concept" and unique minimalist style.

2. Content is the core

If clarifying one's brand positioning and finding the target users of the official account is the first step, then content is the core. Only when users cheer can there be constant applause.

Content that catches the attention of young people is more effective and is interesting, updated quickly, personalized, and good-looking.

Therefore, when working in new media, you must think about these things: how to build your own amusement park and make your fans happy. It’s about how to join someone else’s playground and have a great time.

First of all, a brand should be like a person. It should have emotions and personality to show itself, rather than a living brand standing there coldly. There must be an emotional connection so that your users will trust you and fall in love with your brand.

Taking Heytea as an example, you will find that in terms of visual presentation, each article will have a unique design, using illustrations of different styles to express the content.

Pixel Style

Ink Style

This kind of "Heytea-style romance" can convey the brand value to users at close range, rather than defining self-media as a simple and crude way of selling goods.

In addition, each of its new product promotion copy is like a "tasteful young lady" telling you a story. Every product recommended by this young lady can hit your heart. Although she has tens of millions of fans, she is not at all superior, but makes you feel very friendly.

Similarly, MINISO is also committed to creating a platform with its own tone and personality based on the content itself.

Fans who follow MINISO’s official account will find that unlike general corporate official accounts that only publish brand-related content, MINISO can be said to stand out from the crowd, breaking away from the stereotyped aesthetic framework. We only start from the emotional needs of fans and combine with the brand tone to create content that is of interest to and valuable to users.

In MINISO’s tweets, there are often many articles about dressing, skin care, healthy meals, home storage and even relationships between men and women, and great emphasis is placed on the readability and depth of the articles.

In addition to these topics that match the brand's tone, MINISO also pays great attention to creating things. It has created original comics based on the editor's daily life and often creates a game-like reading experience, such as using emotional articles to resonate with readers, or using imaginative copywriting to amaze readers...

Since it is a corporate public account, products and advertisements are inevitable, but can the company only rely on hard advertising to conquer the world?

MINISO has developed an "old driver" approach, presenting products in a more interesting and fun way rather than forced sales.

For example, when promoting a snack, MINISO will start from the emotional needs of fans and start from the worries of thin people. It will do the opposite and start from the series of bad things that thin people encounter in life and want to make themselves fat, and then naturally bring out the retail product.

It resonates with readers without making the ads appear obtrusive, which not only increases fan stickiness but also makes fans beg for ads under the article, a unique practice.

There is also the WeChat public account that makes advertising amazing, and the GQ Lab.

For example, the article "Which sentence usually starts a fight between couples" describes a couple who went on a gold medal mediation program to perform a reality show of quarreling over trivial matters such as hanging clothes and washing dishes. At the end of the argument, an audience member who could no longer bear it shouted angrily that the problem could be solved by using a Haier smart home system, and the advertised product was successfully launched.

The reason why a soft-text advertisement can make fans scream, have endless aftertaste, and exclaim about the wonderful twist is mainly because the content is well selected, and it can combine selling points and highlights, making it extremely attractive.

Selecting topics is a core skill in content operation. It can determine the direction of reading volume with a high probability. If done well, it can achieve twice the result with half the effort.

The principle of MINISO is to only publish content that is correct, warm and heartfelt. Any content that is not related to fans, has no opinions, or is not correct in terms of values ​​will not be published.

3. The title is the highlight

Okay, now that the content is sorted out, please follow Sister Mulan and emphasize three times something important: pay attention to the title! title! title!

A good article without a good title is soulless.

For content worth 80 points, give it a title worth 100 points. Users will open it with joy and say, well, the content is good and the title is also good.

The content scored 80 points, and the title scored 50 points. Sorry, you can only score yourself with your 80 points. Your 50-point title has already killed the user's desire to click on the picture and text.

Of course, the emphasis on title here does not mean that you should be a clickbait and erode the trust of your fans, but to extract eye-catching highlights based on the content of the article, form your title, and hit the user's itch point.

Such as the following title:

• Characters: "Young people without houses are all panicking"
• GQ Lab: "People who write public accounts don't deserve love" "We stripped Internet people naked"
• Jiang Cha Cha: "A Guide to Advertising Professionals in Beijing, Shanghai and Guangzhou"
• LinkedIn: "The Proletarian Middle Class: Poor and Luxurious Young People" "Before the age of 25, physical examinations are like a piece of cake, after the age of 25, physical examinations are like a piece of cake to me"
• New World: "For couples with a monthly salary of 20,000 yuan, they only talk about love when they have time" "For those couples with a monthly salary of 5,000 yuan, those with a monthly salary of over 10,000 yuan dare not even think about it"
• Interesting report: "The 'lost' post-90s generation may be the most mentally healthy generation in China"

Although it is too exaggerated to say that in the new media era, the title determines the life or death of an article, there is no doubt that a good title is the icing on the cake.

4. Review and take responsibility for the results

Many companies have neglected the importance of planning and reviewing topic selection, and have adopted a copycat approach and blindly followed trends. Any operation without planning and summary is a suicidal one.

The process of MINISO is: to hold a review meeting and topic selection meeting every Thursday morning to review the topics, titles, data, and user feedback of the previous week, and summarize and reflect. Then the editors brought the materials of interest they had found, selected them, and communicated using their own viewpoints and ideas, providing different perspectives. After reaching a consensus, they decided on the topic for the next week.

Of course, when operating official accounts, many companies say that fans are difficult to serve and please, that fans are too diverse, and that it is difficult to satisfy everyone’s content preferences.

But have you ever heard the saying that for a ship without direction, every wind is headwind?

Likewise, if content has no direction and you want to please everyone, you will offend everyone!

If you can constantly summarize and maintain the direction and tone of the content through constant review, you will be able to identify fans who are valuable to you. As for the others, if they are lost, then so what?

So, stop pushing content here and there.

You are not a news client...

Therefore, the public account platform is a social network that needs to be fermented. The interaction is between you and me, not a one-man show for one person to entertain himself. The dissemination is you who impress me, not you who give me a big gift package.

Therefore, your corporate public account must be fun, interesting, and entertaining, and you must engage your users in the fun.

Well, MINISO's corporate account can achieve over 100 million yuan in brand marketing effects with advertising expenses of less than 30 million yuan a year, among which the net profit from new media alone is as high as 10 million yuan. Doesn't it seem so unattainable?

5. If you have the right people, you can get it done

To run a good public account, you need to invest time, energy and care.

In short, new media operation = event operation + business operation + product operation + content operation = full-line operation, so new media is really not a job for junior operators to practice.

The content teams of Heytea and MINISO’s official accounts each have about 5 people, and the team is responsible for all aspects of the content, from determining the theme to writing the copy to the final design and layout.

Of course, for most companies, the advanced configuration of a dedicated team + exclusive designer is just a luxury. With limited resources, choosing the right person is particularly important.

MINISO’s new media team members are all born in the 90s. What is the label of the post-90s generation? Open your mind, be in the second dimension, be a fan, have personality, and dare to create.

Of course, Sister Mulan does not mean that only those born in the 1990s are suitable for working in new media, but only when the team has consistent values ​​can they stand together through thick and thin and go further together.

Final Thoughts

Dickens once said: It is the best of times, it is the worst of times, it all depends on your judgment.

Others say, don’t be confused, all industries are worth redoing. Therefore, as long as the company finds the right positioning and operates the official account from the user's perspective, it will accumulate slowly and steadily. I believe that corporate self-media that respects users will definitely be respected by users. Don’t forget that the best time to plant a tree is ten years ago, and the second best time is now.

Author: Sister Mulan

Source: Mulanjie (ID: mulanjie-)