Weibo operation skills: How to harvest Weibo traffic?

Weibo, more and more people are gathering to watch the show. Haven’t you started to harvest this traffic yet?

Today, we interviewed a Weibo marketing instructor who earns 200 million yuan a year, and he will explain Weibo operation skills in detail!

1. Weibo Channel Characteristics

1. Weibo attributes

Weibo is the largest gathering place for the Internet's most popular people.

The platform's user group tends to be young and highly active. The ratio of men to women is also relatively balanced.

The most important thing is the ability to monetize. Weibo is a platform that is more inclined towards social attributes. We can deliver content to target groups based on user attributes. We can also spread content secondary through user likes and reposts. It is a very practical marketing platform.

2. Weibo display format

The main forms of displaying Weibo content are blog posts (single picture + multiple pictures + nine-square grid) and videos. For Weibo, text is not as good as pictures, and pictures are not as good as videos.

So, when you want to post a long Weibo, you might as well try making it into a picture, especially a picture with beautiful layout.

Since I couldn’t find a suitable example, I’ll take the following picture as an example. By presenting pictures, users can focus on “what you want them to know.”

3. Advantages and disadvantages of Weibo

Weibo’s advantage is that it has 91% active users! And it can achieve native dissemination through mobile social networking!

Of course, there are disadvantages as well. If you put out information flow, not only will the cost be high, it will also require high maintenance costs and the traffic will be uncontrollable.

2. Weibo Operation Methods

There are two common methods of operating Weibo:

▲ Using Fanstong to attract fans + product cases

▲ Regular operation

The first one, you don’t have to worry about attracting fans at all, you just need to think about how to be active and convert existing fans. As shown in the Weibo picture below, almost all of its Weibo content is related to its own products, such as cases, product introductions, etc. Looking at its data again, although the number of reposts is very low, the number of likes is very high.

This kind of thing is to use Fantong to attract high-quality fans, and then promote products freely in content release.

For the second type, you need to consider data such as "exposure, attention, forwarding, and comments", and at the same time use operational techniques such as riding on hot topics.

Things to note in the early stages of Weibo operations

Before you start operating a Weibo account, you must do some preliminary preparation work.

▲ Determine the tone of Weibo content

▲ Determine the target population for operation

▲ Set up the logo, slogan, background, and cover

Weibo is a platform that places great emphasis on personalization. Here are some things you must do before officially launching it!

As shown below, this is the official Weibo account of a milk tea franchise store. Judging from the screenshots of Rabbit, its avatar, background image, and even daily Weibo style are all fan-oriented, and the overall brand tone is highly relevant, making it easier for us to perceive the product.

Weibo content operation

Weibo operation is neither difficult nor easy, the key point is the release of content. Therefore, you must do a good job of content positioning in the early stage to determine your own content direction.

By summarizing the content of big Weibo accounts, their content directions can be divided into the following points.

1. Knowledge-based Weibo Operation Methods

Knowledge-based Weibo is a highly recommended mode of operation, because knowledge can be accumulated. Through long-term operation and maintenance, it can continuously provide content to users and continuously bring us traffic . This is a very cost-effective job for Weibo operators.

▲ Applicable business types are:

Technology products. It naturally contains a lot of new knowledge to be discovered.

Non-standard product business. For example, in the legal profession, the knowledge that a lawyer possesses is not standard, and he needs to make a judgment based on the specific circumstances of each user.

Vertical field. For example, how to raise fish and home decoration knowledge are very vertical fields.

…

The following is an explanation with a specific case.

The following is a teacher who teaches real estate. We all know that real estate speculation is a very hot thing in China. This teacher will talk about how to buy a house and how to choose a location, which are knowledge. For example, this Weibo post recommends buying a house in Gu'an area of ​​Beijing.

This type of thing is easy to attract fans. Remember, no matter when or which platform, users will only care about products that are relevant to them.

▲Content Notes:

Directly solve users’ specific problems

System knowledge and solutions

Continue to provide users with resources and solutions

▲ Content composition

2. How to operate information-based Weibo

As the name suggests, the information type is to use your Weibo to help users filter information so that the information can reach the users' ears as soon as possible, creating a strong value for users.

▲ Applicable business types:

Discount information

Finance, stocks, real estate

Vertical News

New Product Release

Competition progress

Celebrities, anecdotes

…

For example, this Weibo account is dedicated to stock information. It will share some of its operations and skills in a timely manner. This information is very valuable to investors.

▲Content Notes:

It is best to get first-hand information before others.

You need to have an analysis with opinions, views, attitudes, and reasons.

Go deep into a specific area that is not available anywhere else.

▲ Content composition:

3. Doubi’s Weibo operation method

To put it simply, a funny person is someone who is "not serious", speaks in a teasing way, makes fun of himself and others, has a jumping mindset and is colloquial, loves to joke, and can always find very interesting pictures, videos, and sentences. It is suitable for exposure on some Weibo accounts with product characteristics.

▲ Applicable business types:

Consumer Goods

Food, clothing, housing and transportation

Entertainment Media

For example, Durex’s Weibo has many funny jokes.

This is Ele.me (a mass consumer product) using the image of celebrity Wang Zulan to do some very interesting publicity

▲Content Notes:

It’s fun, it creates topics, it pursues diffusion, and it does things related to brand exposure.

It can be interesting, but it cannot spread rumors.

Seize the hot spot bonus and work with joke makers to create content

▲ Content composition:

4. How to operate a conversational microblog

The conversational approach is a very immediate one and can solve your problem right away. If there is a Weibo that can solve my problem immediately, or if I can see the teacher answering other people's questions at any time, and this question is valuable to me, of course I am willing to continue to pay attention to this Weibo. This is the value of conversational Weibo.

▲ Applicable business types:

Offline O2O

Online education, knowledge

Vertical field services

…

Let’s look at some specific examples.

This Weibo user is a teacher who specializes in PPT teaching. He can use the Weibo platform to communicate with his students. While he is communicating with his classmates, new users can also see the value of communication.

He can also ask students to submit their homework on the Weibo platform and extract comments on the students' homework, which is actually a way to deliberately create conversations.

This is the Weibo of the Charming Crayfish Store. It chats with some users, which is actually telling you that it is like a real person living by your side, rather than a so-called robot operating an official account. Conversations make the account more human.

▲Content Notes:

To put it in human terms, your users are your friends. You need to create a Weibo account with a real personality, not like a robot.

Only if we think about problems from the user's perspective, consider his needs and make things convenient for him, can we present a good dialogue that is helpful to more users, rather than just talking to ourselves.

The content is mainly composed of "user cases". Users do not need an official thing. Our conversations are mainly about solving users' specific problems. Users will pay attention to us because we can solve problems and solve personalized problems instantly.

▲ Content composition:

Weibo traffic mechanism

There are two entrances in the banner of Weibo homepage, one is the information page you follow, and the other is the popular content page.

What kind of content can make it to the hot search list? Weibo has a big data algorithm mechanism in its backend that recommends content with a certain exposure ratio to popular pages, so that users who are not in the fan group can also read and interact with it.

The number of user reposts brought by a hot topic ranges from tens of thousands to hundreds of millions, which is a huge amount of exposure.

It is recommended that you create corresponding topics for some hot social emergencies, integrate media reports, the voices of the government and the parties involved, and attract user communication and interaction.

What content attracts users more?

As a gossip platform, Weibo needs to have content if it wants to attract fans.

So what content is more likely to attract users? I summarize it into the following points.

1. Related to hot events. Whenever a hot event occurs, high-quality content should be released in conjunction with the hot topic as soon as possible. As the number of likes and reposts increases, it will naturally attract more users' attention.

2. The golden five seconds of video. Whoever's content can quickly capture the user's attention in a short period of time will seize the limited traffic resources.

3. Heartfelt copywriting. In terms of copywriting, scenario-based, contrasting, and detail-oriented copywriting is also the key to attracting users.

4. Appropriate publishing time. According to user activity data collected by Weibo, there are four peak periods in a day: rush hour (around 9 a.m.), around lunchtime (12 p.m.-2 p.m.), rush hour after get off work (around 5 p.m.) and before going to bed (around 10 p.m.). For content that does not require high timeliness, you can choose to publish during these four peak hours, which can effectively increase the reading volume of the content.

The above is how Weibo operates.

Although the user advertising conversion effect is also very good, in general, Weibo is a gathering place for gossip, and users have a strong desire to share and comment, so it is perfect for accumulating fans.

Source: Houchang College