How did the exposure rate of millions of levels come about?

In this era where everyone is a media, the audience's attention is becoming increasingly fragmented, making it increasingly difficult to gain exposure at the million-level. If a piece of information wants to be known to everyone, it must have strong comment and repost capabilities. Pinpi must have a strong "topic creation ability" to survive in this era.

1. Good content

In the era of mobile social networking , content is the key. Whether it is Weibo, WeChat or Toutiao, they all attract fans with interesting and informative content. Good content is like aged wine, which becomes more fragrant as time goes by, while bad content becomes more offensive the more it spreads.

Yan Xiaoma, which may be China's first mobile social beverage, made an expression on January 28, 2016 that did not reveal any trace of marketing . The family sand painting video with the theme of "Paying Tribute to Parents" produced by Yan Xiaoma has zero advertisements, is purely public welfare and entertainment, and has resonated with the people with its eye-catching sand painting scenes and touching copywriting. In less than a month, it has been shared 930,000 times on the personal Weibo of the brand founder Chen Xuan alone. Combined with automatic forwarding by major video sites and new self-media, the current distribution volume is conservatively estimated to be 1.7 million times.

2. The right platform

After good content is produced, the next most important thing is to determine the appropriate dissemination platform. The right platform determines whether high-quality content can be screened, commented on, discussed, and whether it can become a phenomenal social event.

Checking Moments to see what people around you are doing and checking Weibo to see what's hot in the world have become part of most people's daily lives. The Yan Xiaoma brand team placed the sand painting video dissemination platform on the WeChat official account and personal Weibo of the brand founder. This is easy to understand: first, publishing under an individual's name is "less offensive" than publishing under the name of the Yan Xiaoma brand; second, the dual-micro-drive approach influences existing and potential users through Moments and influences the general public through Weibo.

3. Right Timing

Choosing the right time to release content directly determines the nuclear explosion effect of high-quality content.

The Yanxiaoma brand team decided to release the sand painting video on January 28, 2016, which was the time when people return home before the Spring Festival. “No matter how big the world is, we must go home”, this is the eternal theme of the Spring Festival. So, what are you guys doing back home? A top priority is to accompany my parents. The team named the viral video "The first video that touched millions of people in 2016." 40 hours after the sand painting video was released, the number of views on Chen Xuan’s personal Weibo account reached 350,000. It can be seen how important it is to step on the right spot.

4. Forward

The best thing is for your fans to help you forward your posts. The number of reposts is the threshold for creating a hot topic on Weibo. This threshold is very high, and companies are powerless to change it because you cannot force anyone (except shills) to repost unless you impress your fans with high-quality content.

5. Comments

The most core feature of mobile social media is "interaction", and the essence of interaction is equality. The traditional marketing communication model is a linear thinking from the inside out, first refining what the company wants to express, and then spreading it from top to bottom. Without feedback and communication, the results will certainly get worse. Interaction means instant feedback, constant updates, and continuous iterations, pursuing the most accurate and highest return on investment communication method. In the Internet+ era of information explosion, there is no marketing without interaction and participation. One of the most typical manifestations of interaction is commenting. Commenting means participation and resonance.

6. Recommend

A shortcut to achieve rapid dissemination is to obtain recommendations from KOLs. These KOLs often have millions of fans. A simple move of their fingers or a subtle recommendation can instantly increase the amount of dissemination.

Good content will attract the attention of KOLs, and they will follow up very quickly. If more than ten big accounts follow up, traditional websites will follow suit, affecting hundreds of thousands of users.

The viral video "Tribute to Parents" released by Chen Xuan's team quickly attracted automatic reposts and recommendations from Weibo celebrities.

7. Traditional media assistance

This is an omnimedia era. We cannot abandon traditional media just because new media is active. After all, there are many "nostalgic" users who are accustomed to browsing information on the platforms that they were fond of in the past.

The sand painting videos produced by Yan Xiaoma mainly use Weibo and Weibo as their main platforms, and also selectively place information on traditional video websites where users are concentrated, with obvious results. Take Tencent Video for example. This wealthy giant platform updates a variety of popular film and television works every day. However, Yan Xiaomai's homemade sand painting has achieved 6064 views in just a few days, which is not easy.

8. Micro Star

Maybe everyone can copy the above “steps”, the key is: where does the fan base come from? With millions of exposures at a time, the method of communication is very important. The question is: where are the first wave of people who will receive this information? It is difficult to gain this group of people by following each other or buying zombie fans.

Companies committed to new mobile social marketing must first have a "micro-star" with a certain fan base. Usually, this "micro-celebrity" is the founder of the brand, such as Diaoye of Diaoye Beef Brisket, Hao Chang of Huang Taiji, and Fatty Luo of Luoji Siwei.

Yan Xiaoma’s “micro-celebrity” and original brand spokesperson is the founder Chen Xuan. Mr. Chen Xuan is also a content master. He once created such a miracle: an article with less than 700 words had a reading volume of over 1.11 million in two days. Before founding the Yan Xiaoma brand, his personal WeChat public account "Brothers Strategic Positioning and Brand Design" attracted a large number of fans who had been following him for many years by virtue of its pure and practical content that was "not pretentious, not melodramatic, and not deceptive". These fans became the "voluntary promoters" of the sand painting video dissemination.

Chen Xuan has opened an expert billing consultation on the "One-to-one experience conversation platform for payment in line":

"WeChat public account + self-media + books + online consultation on Zaixing.com" has accumulated a fan base and practical experience for Chen Xuan, the founder of the Yanxiaoma brand, which is the cornerstone for "The First Video That Touched Millions of People in 2016" to quickly achieve a million-level exposure rate.

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This article is exclusively contributed by @黄良萍 and compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!