The person in charge of a big account with 600,000 followers: How do people in the big account circle attract fans by promoting each other?
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First of all, let me introduce myself. I have been operating new media for two years. I am not one of the first people to do new media. Like everyone else, I started out as a newbie who knew nothing and grew up to be a new media operator. Currently, I am mainly responsible for the operation and promotion of "Practical Psychology in the Workplace". The account already has more than 600,000 followers, and the main growth comes from mutual promotion. I guess your situation might be: 1. I just took over a public account. I don’t have many fans at present. I need to increase the number of fans through effective methods. I heard that mutual promotion has a good effect, so I was attracted by this theme; 2. You have organized mutual promotion, but the effect is not very obvious, so you want to see if there is a better and more effective method; Today let’s talk about what mutual promotion is? How do big accounts promote each other? 1. What is mutual promotion? A common mutual promotion is that we usually see an account that has an article specifically recommending some public accounts, usually around 7-12, and the content will include an introduction, ID, and QR code, etc. Large-scale mutual tweets This is actually an activity in which several public accounts agree on a time and use unified copy to recommend each other. It is also the most common way for large accounts to increase followers. At present, the effect is actually quite good. 2. How to find resources for mutual promotion? Maybe you already have a certain number of fans, but you don’t know how to find resources for mutual promotion. Next, I will introduce several methods to tell you how to find people who are promoting each other. In addition, if you don’t have any fans now, I will talk about how to organize mutual promotion among small accounts without fans later. Mutual promotion QQ group You can enter some keywords such as "mutual promotion" in the QQ group search, and you can quickly find many related mutual promotion groups. You can join a few first, pop in more often, get to know the public account operators in them, add their WeChat, and ask them more questions. They usually have many related WeChat groups behind them. WeChat groups are the most accurate and very active. You may not get a response from someone on QQ for a long time, but you may get a reply very quickly on WeChat. So what is the difference between WeChat and QQ groups? One point is that WeChat groups cannot be searched, and there must be someone to bring you into the group. If you already know the person in charge of the relevant big account, you can ask him if he can bring you into the relevant mutual promotion group or self-media group. It is also worth noting that some WeChat groups cannot privately invite people, so you cannot implicate the person who invites you in. And once you join a large group, you will find that there are many duplicate people, so joining two groups is enough. This circle is relatively small and it will be easy to meet people. WeChat group for mutual promotion Mutual promotion groups are generally classified according to levels such as 100,000, 300,000, and 500,000. There are also more WeChat groups with less than 100,000 members, which will contain a lot of mutual promotion information, and everyone can join their mutual promotion according to their level. Another method is that, for example, people like me who often form groups to promote each other will find that there are often only a few accounts participating. At this time, you will hope that there will be some new blood added. For example, I will find some accounts with good reading volume and high new list index on the new media rankings to follow. After following them, I will leave a message on their backend to express my willingness to promote each other. Backstage message You can reply to their background with keywords such as "cooperation", "business", "mutual promotion", etc. Generally, they have set up automatic replies, which usually include the QQ or WeChat ID of the person in charge, so that you can follow up and communicate. 3. What are some good forms of mutual promotion? In fact, the two most important factors that determine the effectiveness of a mutual promotion are the participants, the quality of your copy, and whether your rules are fair enough. When I first started hosting mutual promotions, I didn't know anyone. I would just join a group and chat privately with group members to ask them what kind of mutual promotions they would prefer to participate in and what kind of copywriting would be most effective. If I thought the group was good, I would first send a larger red envelope for new members in the group, so that everyone could get to know me and have a good impression of me. Only then would I slowly send some mutual promotion information and advertisements in the group. Sometimes, when I see a good copy, I will find the person who wrote the copy and ask him how he thought about the copy. Before asking, I will send him a red envelope. After he answers me, I will send him another red envelope. I call this the "red envelope learning method." In fact, people may not care about your red envelope, but they will definitely remember you. Coupled with your own careful observation and serious study, you will make great progress. I myself have summarized a set of methods that are quite effective after a long period of study and practice. In two months, I increased my fans by 150,000 by mutual promotion. First, we need to screen the participants There must be data and tonality! When I first started the group, I was worried that if I asked too much, others would not participate, but that wasn’t the case. The stricter your requirements and the fairer the rules, more people will participate and the data may be better. First, look at the tone of the account to see if this account is a very ordinary account. Secondly, look at its number of fans, reading volume, number of likes and other data to consider this account. Now there is a more convenient platform and method. You can view the new media index of these accounts in a week through the new media rankings. This weekly index is based on the number of posts, readings and likes of this public account in a week. It is equivalent to a score sheet given to you by the new media rankings. Some accounts with 500,000 followers may have very different reading volumes and indexes, but there are also some accounts with 300,000 followers that have very good reading volumes. So if you organize a mutual promotion event with 500,000 followers, you can also let those accounts with 400,000 followers who are doing better participate. Second, the ranking rules should be fair This is a very important point that involves whether everyone is willing to participate and whether they will continue to participate in the future. There are generally two rules for ranking: The first one is a fixed ranking, where the team leader (organizer) is ranked first by default. Other accounts are ranked by, for example, the average number of readings on the new media rankings or the new media index. Some are ranked based on the number of fans and the number of readings. Generally, there is a ratio of about 70% fans + 30% readings, and the final ranking is determined by a comprehensive evaluation. New list custom list The fairness of this ranking determines whether others will participate in the mutual promotion organized by you. The effect of the accounts ranked at the back will definitely be worse, so a group of mutual promotion should generally not exceed 15 people. If there are more than 15 people, you will need to push it with two copywriters over two days. Another ranking method is the earliest ranking method: round-robin. For example, we have grouped six accounts now. After sorting them, if my account is ranked fifth in the organizer's article, then my account will be ranked last in my official account. I will move this position accordingly. This is called rotation promotion. This kind of ranking method usually involves around 7-10 people, not many people. Organizers are generally willing to fix the rankings, because in this way the organizer will be ranked first, although fixed rankings will result in a large workload for organizers (because organizers have to collect information on all people, and secondly have to design copy, and also arrange when everyone will organize the mutual promotion, which is actually a very large workload); and general rotation promotions are more attractive to those higher-quality accounts. These accounts do not participate in mutual promotions very often, but their mutual promotion effects are very good, so some organizers will be willing to rotate with them and are willing to do this work. It depends on how your organizer arranges it. Third, the copywriting for mutual promotion needs to be innovative . I divide the copywriting into three types: 1. Direct push Just write something like "10 highly recommended public accounts" clearly in the title. Such articles generally have a low readership, but a high attention rate. For example, in a group of 500,000 mutual recommendations, each member’s mutual recommendation article has more than 10,000 views. However, because fans click in hoping to follow the official account, the attention rate is naturally higher. 2. Clickbait You have no idea from the title that he is here to recommend the official account, so the number of readers will be very large, but fans will feel like they are deceived, so they often click in, but will not follow and then log out, and they will not have a good impression of your account. 3. A compromise between the two This is a common method I use when doing mutual promotion. I will use an article that vaguely reveals that this is an article recommending a public account, such as "What is the difference between the focus of a monthly salary of 3,000 and a monthly salary of 30,000", and the text lists these 10 accounts. Another more clever method is to use the 12 zodiac signs, such as "What are the differences in the things the 12 zodiac signs like", and combine these 12 zodiac signs according to the characteristics of the 12 accounts that are promoted. The good thing about this copy is that even if you are the last one ranked, fans are still willing to read it. This usually takes a long time and effort. Each account has to write a recommendation, but many people who organize mutual promotions are unwilling to do this. They don’t pay much attention to the formatting and copywriting, which makes people feel that it is so ugly at first glance, and sometimes even they themselves can’t stand it. Therefore, innovation in copywriting is very necessary. In fact, up to now, there are many people participating in mutual promotion, and the effect of mutual promotion is actually difficult to test. The most direct way for those who participate in the mutual promotion organized by you is to see whether the copy you push out is serious and whether you have put some thought into their information. Therefore, I usually spend more time on the copy of mutual promotion. Finally, regarding the time for mutual promotion, we usually agree to send it out within a certain period of time. For example, we will agree to send it out between Wednesday and Friday, and then check the homework on Saturday to see if everyone has sent it out. The mutual promotions I have participated in before also required sending it out on the same day. The advantage of sending it on the same day is that the mutual promotion effect is very obvious, but it is generally difficult to do because many accounts do not have time on that day, so they cannot participate in your mutual promotion. There are also some accounts that agree to participate, but delay sending it out for a day. This kind of situation often occurs. So usually we will agree to send it within 3 days. On the third day, you can check whether the other party has posted a mutual promotion article. If not, remind them and follow up on the fourth or fifth day. 4. How to organize mutual promotion without fans? In fact, normally, mutual promotion does not involve the use of accounts. For example, if you know a big account with 500,000 followers, it is basically impossible to ask him to help you in mutual promotion. Moreover, the leader (organizer) of the mutual promotion is not the one who can make decisions, so it is impossible for him to promote an account privately. So here are some methods that you can try. 1) Spend money You need to know how to spend money. For example, you find an account with 100,000 followers, and ask this big account to authorize you to organize a 100,000-level mutual promotion event in his name. When promoting each other, you use his account to post the mutual promotion copy, but the information in the article is your account information. This is how you spend money to buy a big account to help you promote each other. 2) Face recognition Some people have a wide network of contacts, so they can integrate some accounts to help them promote their products. For example, I knew a friend before. His account actually had relatively few fans, but his school had relatively wide resources and connections, so he integrated some big accounts to help him promote it. For example, he integrated a big account with 500,000 followers, and then he communicated with another big account with 500,000 followers to organize a mutual promotion. This is very easy, because if you have a very famous big account with 500,000 followers, it will be easy for you to invite some big accounts with 300,000 followers. Even if they know that the person looking for them is a small account, many accounts are still willing to do so, because they also want to be connected with the famous big account. This is a way to use your face, but many people don’t have the resources and ability to do so. 3) Die-hard fight This is very simple. You must increase your real fans to 10,000 no matter what. After exceeding 10,000, it will be easier for you to organize and participate in mutual promotion. And now there are actually many accounts with thousands of followers. You can organize them together and promote each other. The effect may not be very obvious, but there will still be a certain growth. Another one is the mutual promotion of original accounts. In fact, most authors of original accounts only have a few thousand fans. If you can find some people who write original works on a regular basis, and if you also write things, and you have more than 2,000 fans, you can participate in mutual promotion, the effect will be very good. The first reason is that the fans of original accounts are more active and sticky, and everyone trusts original accounts more, knowing that you are a person and not just an account, so the effect will be very good; while for general corporate accounts, because the brand is not big enough, people are less willing to promote each other with you, so your real fans must increase a little more. In fact, small organizations are more tiring than large ones because there will be a lot of falsified data, such as fake fans and fake reading data. When they sign up for your mutual promotion, you have to identify these things every day, so it will be more trivial. So generally, those of us who promote each other will find some familiar people and teams to participate, which will be more convenient. Why do you participate in my mutual promotion? It’s because I do my work in a more meticulous manner that people feel more at ease. When I first started organizing mutual promotion, it took me three days to form a mutual promotion group of 10 people. Now it can basically be done in one morning or one day. 5) How to retain fans after mutual promotion? In fact, mutual promotion not only solves your follower problem, but mainly solves your exposure problem. What can really retain fans is your content. For example, our Practical Psychology in the Workplace has made many innovations in content, which distinguishes it from many workplace accounts. First, we hold lectures in WeChat groups. Although it may not feel much if a big account like ours gains a few hundred fans, the fans who participate in these WeChat classes are very active and sticky, and will have more trust in your brand. Secondly, we have a question-and-answer column, which actually solves the problems faced by fans in the workplace. For example, one of our fans asked us that he was a manager of paratroopers, and asked how he could convince the masses. We had never thought of such a specific question before, so we asked our fans on the platform to see if anyone had relevant experience and could solve it. After that, we started a project to cooperate with psychological planning and career consulting agencies to provide help to those who have such workplace problems. We also did an exclusive interview with workplace experts and invited corporate experts to do some interview-type articles. This column is also the fans' favorite column. We are now in a stage of transformation, because for current self-media, there may not be much difference between having 600,000 followers and 1 million followers, but if your account provides services to everyone, then the vitality of this account will be very different. Simply put, the commercial value of an ordinary public account with 600,000 followers is completely different from that of a training public account with 600,000 followers, and its entire business model is more perfect. So now we are considering more about how to provide better services to professionals, and we also hope that more fans can stay and like our platform more. Mutual promotion may very well be your breakthrough to increase your followers, and what we are doing here is more of a way for you to refer to. As for the success or failure, it still depends on whether you put your heart into it. And returning to the most essential premise, content and service are still king. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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