New media operation: the hard-core method to create millions of traffic for new accounts!

Hello everyone, I would like to share with you the "Hardcore Method to Create Millions of Traffic for New Accounts".

1. Four Elements of a Hot Selling Product

When people go shopping, they often see a phenomenon: when buying things, shipping to Xinjiang is never free.

We had an article on this topic, and then nearly 500 new media outlets reprinted it. Many unknown teams also made it into short videos and posted it on Kuaishou and Douyin.

As a new account, we just exploded with traffic.

We have made four conclusions on why this article became a hit:

1. Find the unique memory point of the topic

There are thousands of reasons why you forward an article, but a deeper reason is that the content makes you remember it.

Taking this article about Xinjiang as an example, why did we choose this topic? In fact, the inspiration came from a push on Zhihu.

At that time, there was a question called "How to tell your friends how big Xinjiang is without bragging?"

Many people shared their knowledge about Xinjiang and used a lot of interesting texts and pictures to share how great Xinjiang is, but the impact was not strong enough. We decided to make a long picture popular science article about Xinjiang.

For example, we gave many vivid examples in the article to explain why Xinjiang is so big - Xinjiang is larger than the sum of Hunan + Hubei + Henan + Hebei + Jiangsu, and Xinjiang is equivalent to 99 Beijings and 280 Shanghais for comparison.

1. Hidden quotes or interesting memes

We also buried a lot of interesting ridges. There was a sentence on the right side of a Xinjiang girl's tomb: Confusion comes from lack of understanding, which is also an interesting point of view we share.

Many people who have not been to Xinjiang have many stereotypes about Xinjiang. For example, they think Xinjiang is not very safe. Everyone who has been to Xinjiang knows that Xinjiang is a very safe place.

1. Good title

In fact, there are many cases or methodologies on the Internet about how to choose a title. Let me emphasize one point here: many teams that run public accounts have a problem, which is that they spend about a week to create a good content, but they may only spend 10 minutes, 20 minutes, or even half an hour on the title. This is very unwise.

Often, the title is a very core part of whether an article can become a hit, and a good title is the basis of dissemination.

1. Find the right channel

Take our official account as an example. At that time, it only had more than 1,000 followers, so we had to operate it well.

This is the data trend chart of our 1 million articles. Unlike regular popular articles, this article had a sedimentation period of nearly ten days and did not start to explode until after October 10th.

What actions have we taken during this period?

I divide it into two important time nodes. September 29th was when our article was first published. We only had 1,000 fans to spread our good article, so we needed to find channels ourselves.

At that time, we found many friends who had been to Xinjiang, as well as communities about Xinjiang. The article was read more than 10,000 times that day.

We have been monitoring the data of the article during the Golden Week.

On October 8, our article had nearly 80,000 views. We judged that this article might become popular, so we offered to pay some fees to have big accounts repost it, but the big accounts basically refused.

So we found some KOLs (opinion leaders) in the travel field and KOLs in Xinjiang through other channels. After some preparation, it exploded, and after 100,000+, it quickly increased to 1 million+ within three days.

Normally, an article goes through the entire process of production, publication and promotion.

At this time, I took another action. I found an official account in the WeChat self-media industry, called Weiguojiang. I said we are a new account with more than 1,000 followers, and we have written an article with more than 1 million views. Can you interview us?

They interviewed us the next day, and within half an hour after the interview was published, nearly 10 Fortune 500 public accounts found us and said: Your content is great, can we reprint it and put your QR code in our content?

Through the spread of our products by big accounts, our official account experienced a second round of fan growth, and it also brought some business cooperation opportunities.

2. Content and Form

After this article was published, many brands, including platforms, came to us and asked if we would like to cooperate with us.

After communication, we chose an outdoor product brand called Kailas. Their appeal was very simple. They wanted to run advertisements through WeChat and promote a down jacket on Double Eleven.

After the communication, we discussed whether to use traditional pictures and text or long pictures. As a high-frequency product like down jackets, it has many applicable scenarios.

Both methods have their own advantages:

1. Long pictures: There are many scenarios, which are very suitable for some high-use product launches;

2. Traditional pictures: The article will have a lot of preparation, which will not have a particularly good effect on product conversion.

We chose to make a long picture.

The story is very simple, it's about a otaku who accidentally meets his goddess on the subway.

They had some exchanges, and accidentally, a feather from his down jacket got on the goddess. He was very embarrassed and went home to study why his down jacket was leaking.

After some research, I found out there is a brand of down jackets that don’t leak down, and the Kalendar advertisement ended.

The brand was very satisfied and contacted nearly 50 companies with whom they frequently cooperated and posted the announcement on their official accounts at the same time. On Double Eleven Day, their down jackets were sold out within half an hour.

He also set up some coupons and used WeChat to collect coupons for purchases on Tmall. 12% of users purchased their products.

Is the long picture effect so good?

First, let me show you some data. This is the data of WeChat in 2017. On the left is the total reading volume of 3.651 billion, more than 100,000 articles, the average number of likes per piece is 18, and the average number of readings is 1,889.

This is the average number obtained by the new version monitoring its own active accounts.

In 2017, if you have a public account or a company that operates a public account, you will know that as long as the average reading volume exceeds 1,889, your team has outperformed 50% of its peers. This is the overall data for 2017.

There have been changes in 2018. We can take a look again. The total number of readings has decreased by 0.9%, the total number of articles with more than 100,000 readers has decreased by 17, the average number of likes has decreased by 20%, and the average number of readings has decreased by 30%.

These data indirectly reflect a reality: the overall reading volume of WeChat is declining.

Are there any areas that are on the rise? Yes, and it's not a very new thing.

Here are two examples:

The public account “Local Climate Survey Group” made a long picture of Pechoin in 2016.

GQ Lab shared their data, showing that advertising revenue exceeded 200 million in 2018, which is already very impressive for a new media public account.

After 2018, a lot of content with over 1 million views appeared.

"Don't be sad, I'm leaving first." This account is the official account of the Painting Publishing House. It has just been established for more than half a year and has been in operation for 4 months. It has produced a popular article with about 8 million readings and more than 400,000 likes.

Behind this is a very young team, all of whom were born after 1995. Now, the reading volume of most of their articles exceeds 40,000+.

This account was created only more than half a year ago, and on the fourth day, this article had nearly 2 million views.

The third one is ours. This article was published about two months after the account was created, and it has about 2 million exposures.

These three companies are not the only ones whose long pictures and texts have become popular. I have not listed them one by one. In short, long pictures may be the reading form with the highest chance of being screen-sweeping on WeChat nowadays.

Our team has made some classifications of long pictures:

The first one is what we call line drawing.

It is humorous, logically clear, and many scenes can be used interchangeably. The production cycle of this kind of graphic is relatively short, probably an average of 3-7 days, which is suitable for some simple popular science.

The second type is strip comics.

This is the more mainstream form in WeChat as a whole. Strip comics are a bit like Japanese comics, they are colored and have a strong sense of scene. The Kalendar advertisement just now is in this strip comic style.

The third type is one shot.

This type of space is very obvious. Many people will involuntarily scroll down after seeing the lag and feel very immersed.

Our team also tried to make a long image with one shot, which had more than 100,000 views on WeChat. However, the design cycle of this type of long image is very long. It took us more than a month to modify the image and adjust the text.

Therefore, the production cycle of this type of long picture is very long, and it is particularly challenging to design ability. Generally speaking, as long as it can be produced, it will usually have very good dissemination.

Having said so much, I am not asking everyone to make long pictures. Long pictures are just a form that brings a little bit of benefits at present. Ultimately, the core of our content creation is to create good content.

For new teams, new public accounts require a lot of operations. For example, when our public account may only have a thousand fans, how can we spread your good content, how can we find matching public accounts, and how can we match the content in a good form?

This is our summary of how to create a piece of content that has been read over a million times. A good article must have good content + good operation + good form. This is the end of my sharing. Thank you everyone.

Author: Noteman

Source: Noteman