How to make good use of the public account backend to make analysis reports

The report shows that to date, the combined monthly active accounts of WeChat and WeChat have reached 1.112 billion, which means that one out of every two Chinese people uses WeChat. According to official news from Tencent WeChat, as of August 2019, the number of WeChat public accounts has exceeded 20 million.

Among so many complex public accounts, many public account owners are still struggling with various problems such as user acquisition and content production bottlenecks. Ultimately, a large part of the reason is that the owners of the official accounts have not carefully understood and studied the current situation of the entire official account environment, including users' reactions to the official accounts and their content.

Today I will share with you some data that you may have never known before, to help you understand that this is how official accounts should be used.

1. Positioning of the Official Account

This public account was opened based on my personal interests and hobbies. I started to like woodworking DIY four or five years ago and used my free time to make some wooden products. As time went on, more and more friends wanted me to take them to make wooden products. Later, I met many friends with the same interests and hobbies through WeChat groups, so I decided to open this public account. By sharing my woodworking experience, I hope more people can join the field of woodworking DIY and let users discover their own interests and hobbies.

The following is a user portrait of the official account:

Based on user portraits and needs, combined with my own understanding of DIY, I divide the content layout of the official account into the following five categories. Future content will be pushed according to these aspects:

Discover craftsmen: share wood craftsmen, handicraft masters, etc. from home and abroad. It mainly includes their information introduction and work sharing. It can meet the needs of handicraft enthusiasts to expand their horizons and learn more about the latest developments in handicrafts.

Woodware sharing: mainly shares characteristic woodware from different regions and countries to meet the needs of woodware lovers.

Introduction to Handcraft: Share a simple introduction to handcraft woodworking, including an explanation of basic tools, how to use them, and the production process.

Woodworking knowledge: Share common woodworking knowledge to help users better understand the woodworking field.

Tool introduction: Share common tool brands in the field of handmade woodworking, etc.

After completing the user positioning and content analysis of the official account, I named the official account "Washaojiang". The key words in the name reflect an increasingly popular woodworking craft in the field of woodworking - digging wooden spoons. "Jiang" is also homophonic with "craftsman", which is more vivid and vivid.

2. How do users pay attention to the official account?

The biggest source is the attention after forwarding in the circle of friends

From the above figure, we can see that most users follow public accounts mainly through articles forwarded in Moments, and then follow them after reading them.

From the proportion of all sources, we can see that the likelihood of user attention is nothing more than the level of trust.

1. For those who forwarded the content on WeChat Moments and then followed it, one reason is that their friends have given them the trust and endorsement. Secondly, the action of following the content was ultimately initiated by themselves, which gives them the highest level of trust.

2. Those who are recommended to follow by other public accounts have the trust endorsement of the public accounts, and the final following behavior is also initiated by themselves, so the trust level is second.

3. Searching for keywords by yourself lacks reliable source guarantee, but at least it is endorsed by the WeChat platform and you choose it yourself, so the reliability is above average.

4. Recommended by friends, the source of trust is relatively single, but the credibility is still relatively high.

The remaining three points are all from other channels outside the platform, and the trust level is relatively low. There is neither endorsement from friendly big names nor a certain degree of credibility provided by the platform.

Relatively speaking, the possibility of user attention is much lower than the previous possibilities.

I believe that after saying this, you should understand which psychological characteristics you should use to impress your users and make them willing to follow your official account.

3. Why do users pay attention?

The most important thing to pay attention to is content

After talking about the source of user attention, the next thing we need to understand is why users follow you, and what are the reasons that prompt users to further click to follow the official account after reading a piece of picture and text information forwarded in the circle of friends.

From the above survey data, we can see that among the above six factors, the two biggest factors are still about content.

There is actually nothing much to say about the rich content and plot. After all, on the official account, content is king. Big accounts like Mimi Meng win users' favor by posting content with rich plots and emotions. However, this type of content requires the owner of the public account to have strong originality and the ability to control and analyze psychology.

The second topic has social influence, and there are mainly two situations. The first type is current affairs news, which is more timely. The second type is articles about health preservation and superstition, such as what effects will certain things have on the human body when consumed. Articles like these will have an impact on yourself and the people around you. Although they are very vulgar and many of them are rumors, after all, rumors will only stop at wise people. In this society, most people are still very confused.

Through here, we can make some combinations, for example, combining news with emotions. If there is emotional guidance in the news, we can get some clues by reading the ranking of articles in the next part for reference.

As for the third point, the author is well-known. This requires a long period of accumulation, but if it is to become our development direction, how to build our own visibility on various channels and platforms and turn our own name or brand into a high-value IP is the direction that all public account owners should strive to develop.

4. What will users do after watching it?

Most people are willing to forward the article to their friends circle after reading it.

I would like to add that the question in the survey is what actions you would take when you see an article you like or find useful. It can be seen that most people’s first reaction is to forward it to their friends circle, which also indirectly verifies what we said at the beginning about where users follow the official account.

But this also provides us with an idea: how to encourage users to forward?

The current WeChat public account policy strictly prohibits inducing sharing, but we can consider from a psychological perspective how to hint and encourage users to forward articles.

After all, this is the main source of users, and users coming from this direction are the closest to the user characteristics of the official account.

5. Where do users most often visit public accounts?

The time before going to bed is when most people are willing to read public accounts

In addition to performing graphic and text analysis on a single article, the WeChat public account backend can also perform a comprehensive analysis of all articles. There are two time options for the entire graphic and text analysis: daily and hourly. As the name suggests, the "Daily Report" is a data statistics based on "days", including: reading sources, reading frequency trend chart, detailed reading status table. Because the methods of these statistics are similar to those for single pictures and texts, they will not be repeated. Instead, we will focus on introducing the "Hourly Report" of all picture and text analysis.

"Hourly Report" is a statistical report on how articles are read by users at different time periods within a day. A good article pushed out at the most appropriate time will definitely have a better effect than publishing it at a random time. Anyone who runs a public account should have a golden schedule for article push. The "hourly report" in the graphic analysis can help us analyze which times have the largest reading volume. Combining the above picture, we get several good time periods, namely 8:00-9:00, 12:00-13:00, and 17:00-18:00.

Between 8:00 and 9:00, it is rush hour. While waiting for/taking the bus or subway, users have free time to read articles on WeChat public accounts and kill time. From 12:00 to 13:00, it is time for lunch and break. After a morning of intense work, users can relax themselves by reading articles on the official account. 17:00-18:00 is the peak time for getting off work, and users can use the time on the bus to read articles.

In addition to the above, the period from 21:00 to 22:00 is also the peak time for reading. It is after dinner, a rare time for rest and relaxation in the day. Most users like to lie in bed and play with their mobile phones, browsing something of interest, so it is another good time to read.

However, this is only a reference for the push time, because the content nature and audience attributes of each public account vary greatly, and the release time must be selected based on the actual situation of each account. For example, jokes and short stories can be released in spare time; some morning newspapers, morning readings, night readings, etc., must be released at a fixed time.

6. What are the reasons why users unfollow public accounts?

Advertising is a double-edged sword

Finally, I would like to share with you the reasons why users unfollow an account. If users learn about an official account through articles and then follow it, in most cases the proportion of users who immediately unfollow an account is not high. Most people decide whether to unfollow based on the behavior of the public account later.

The survey found that the most common reasons for unfollowing are advertising, soft articles and false information. However, the source of income for many public accounts, in addition to traffic, is advertising and soft-text promotion. Therefore, the owners of public accounts must be cautious when choosing advertisements. Don't lose more fans for temporary gains.

The second reason for unfollowing was because of plagiarism. After all, information circulates quickly nowadays, and a popular article can easily spread. So, if you copy, please copy in your own style. This way you won’t be disliked.

The third problem is that the push frequency is too high, which is mainly aimed at service accounts. After all, subscription accounts are now integrated together. Although the service account has a limit of four messages a month, if you send all four messages in a few days, it is most likely to cause user disgust.

The fourth is that the message interface is not beautiful. This refers to the layout of the article content and the graphic and text display of push messages. This aspect deserves attention for improvement.

In addition to the above reasons, there is another one summarized below which is about automatic replies. For some public accounts that can play a certain service role, users have certain information needs after following them, and if they are unable to respond promptly and quickly. Then consider sorting out some possible keywords and making automatic replies that can help you retain many high-value fan users.

VII. Conclusion

This article wants to share with you through some data what kind of user groups the official account faces. I believe that with this data, you should be able to compile a complete user portrait. Of course, this portrait is of the entire user group. Each public account has a different user positioning and user portrait, and the way it handles the public account will also be different. I just want to provide some reference for the public account owners through the data.

But in general, if you want to build a good content for a public account, you can consider the following aspects:

1. User positioning: think about the audience your official account is targeting. Clarifying the positioning of the account is the first step. If the foundation is crooked, moving upwards will only get further and further off. If adjustments can be made in time, even demolishing and rebuilding may not be a wrong choice.

2. Be differentiating yourself. Even if your article is plagiarized, try to create your own style.

3. The addition of emotions, this is what this article most wants to share with you.

No matter what the content is, it cannot be separated from the object of facing people. Every individual has different needs for knowledge, information and news.