When doing new media marketing in 2019, these 5 trends must be paid attention to!

There were many successful marketing cases in 2018, but there were also many cases of being criticized and blocked due to improper marketing methods. What should we pay attention to when doing new media marketing in 2019?

2018 is about to pass. This year, new media has been changing almost every day - we have witnessed a large number of self-media accounts being blocked due to bad speech, witnessed WeChat’s revisions again and again, and participated in rounds of screen-sweeping events such as "NetEase Xijing Class" and "Alipay Koi Marketing".

It’s almost 2019, and many people are paying attention to the trends and gameplay of new media. Some people always ask me:

“Hello, Mr. Gou! Should I create a Douyin or a WeChat public account in 2019?”

“I am a self-employed entrepreneur. Can I still make money in new media in 2019?”

"Will I still be able to play fission next year? Will it be blocked?"

…

Okay, today we will talk about the new media trend judgment and corresponding gameplay in 2019.

1. The opening rate of public accounts continues to decline, and social networks will become standard

When I was training companies recently, more than half of them asked me, "Teacher, can you tell me how to build a community? We are going to start building a community next year!"

In fact, the word "community" has been popular for several years and it no longer seems to be a "new way of playing" in the new media field. Why do people suddenly pay attention to it again?

• First, with the major revision of WeChat, the opening rate of public accounts continues to decline. Operators must guide loyal fans to jointly spread an article in the community to improve the dissemination effect of the article;
• Second, the traffic on platforms such as Taobao and JD.com is becoming more and more expensive, and merchants must try to build their own traffic pools in order to fully reduce operating costs.

Some people are already saying that “2019 is the year when social media will really explode” - although this statement is a bit exaggerated, if you want to work in new media, social media will definitely be an area you cannot avoid next year.

So, how to build a good community? In fact, if I were to elaborate, I could tell you for two or three days - building a community is not difficult, it's all about the details .

The picture below is the course outline of my offline community courses. In fact, it also shows the details that must be done in community marketing. You can study and try according to these 4 modules.

2. Tik Tok’s growth slows down, and multi-platform layout will become the norm

Above I talked about the “continuous decline in the opening rate of public accounts”; in fact, it is not just WeChat public accounts that have seen a decline in data. Platforms such as Zhihu, Toutiao, and Jianshu have all had their moments of glory, but now they are all trying to innovate and save themselves.

Some people may say, "That's not right, Mr. Gou, isn't Douyin becoming more and more popular?" Sorry, after more than a year of explosive growth, the growth of Douyin users has begun to slow down!

In the past, when we were working in new media, we all knew that "seizing a platform in a rising period can capture traffic", so around 2013, one thing many new media people were doing was "opening WeChat public accounts and finding ways to direct Weibo fans to WeChat public accounts."

But in 2019, what you need to do is not to grab Douyin or Toutiao, but to post your content on multiple platforms such as WeChat official accounts, Toutiao, Zhihu, Himalaya, Douyin, iQiyi , etc.

3. It is becoming more difficult for mini programs to become famous overnight, and only by fitting the scene can they survive

Similar to Tik Tok, "Mini Program" is also one of the hot terms in the new media field in 2018. At the 5th World Internet Conference, Tencent President Ma Huateng said: "Currently, more than 1.5 million developers have joined the development of mini programs. There are more than 1 million mini program applications, covering more than 200 sub-industries, and more than 200 million daily active users."

In early 2018, popular mini-programs such as "Brain King" and "Jump Jump" became famous overnight, making everyone think that the way to play mini-programs is nothing more than "catching eyeballs and seeking to become popular"; however, in the second half of the year, eye-catching mini-programs that relied on guiding sharing were often warned or removed from the shelves by the authorities.

The original intention of launching WeChat Mini Programs was to "activate offline weak-connection scenarios in a use-and-go manner." Therefore, in 2019, if you still want to operate a Mini Program, your strategy needs to change from "catching eyeballs and seeking explosive sales" to "grasping scenarios and making connections" - find pain point scenarios and use Mini Programs to solve pain points, so that users are likely to use them repeatedly.

For example, McDonald's, where consumers often complain that "the queues last all day long", has been widely promoting its mini program "iMcDonald's" offline, subtly planning the growth of users of its mini program.

4. Short videos are becoming more refined and creative, and grassroots videos will find it difficult to survive alone.

In the above “TikTok’s growth has slowed down, and multi-platform layout will become the norm”, I talked about the overall slowdown in user growth in the short video track. However, the key point here is: the growth has only slowed down, not stagnated; short videos are still one of the tracks that new media people need to pay attention to next year!

Many people who have just started using Douyin came to me to complain, saying, "Teacher Gou, I see that it is very easy to gain followers on some Douyin accounts. Just by recording a speech or uploading a few flip photos, you can gain hundreds of thousands of followers. But why am I not gaining followers?"

What you need to know is that for Douyin, the largest traffic comes from system recommendations. As the number of Douyin users and content continues to increase, Douyin will recommend fewer and fewer simple popular videos, and will gradually increase recommendations for creative and high-quality short videos.

So, how do short video platforms such as Tik Tok increase their followers in 2019? The answer is: refinement and matrixization.

Refined, that is: your video script, your shooting equipment, your post-production, etc., are best completed by a professional team.

Matrixization means: betting on one account is too risky, you need to operate multiple accounts, attract traffic from each other, and try to expand in multiple areas. We need to learn from Onion Group in this regard. Currently, Onion Group has more than 100 million fans, including Office Xiaoye, Qijiu Naoye, Daigula K, Li Yimeng EMOO, Dr. Big Mouth, Shit Shoveler A Cheng, Office Xiaozuo, Su Hao Classmate, Grandpa Wait a Minute, Murong Rich...

5. The growth of followers through fission will be restricted, and “content is king” is still the king

In 2018, we were flooded with a lot of fission activities:

• NetEase Xijingke - original price 199 yuan, limited time special offer 39.9 yuan, sales volume exceeded 140,000 copies in 12 hours;
• New World Marketing Course - original price 199.90 yuan, starting price 9.90 yuan, increase by 5 yuan for every 10,000 people who buy, more than 90,000 copies sold in 3 hours;
• Lian Coffee launched the "1 yuan new product group buying" function - through group buying and sharing, it received 5 million page refreshes in one day, and consumed a month's raw material inventory in 3 hours, so it had to be temporarily offline;
• …

Fission can indeed quickly increase fans, whether it is social network fans or public account fans; however, you should also notice a phenomenon - fission is becoming more and more difficult. A large number of Moments fission posters show "Access to this page has been stopped" after scanning the code:

Recently, Zhang Xiaolong specifically talked about his views on fission: "In fact, Tencent's internal products have been quite restrained in using routines... The so-called fission is a low-level routine."

Zhang Xiaolong’s attitude is the attitude of the WeChat team. It is not difficult to speculate that the difficulty of fission will increase again in 2019. If you are not careful, your activities and accounts may be blocked.

Therefore, in 2019, you need to give up the idea of ​​"increasing fans overnight through fission". The right way is to achieve stable growth through "high-quality content + warm community + creative activities".

Stable growth is inseparable from stable operations. Here I would like to recommend a book to help you consolidate your new media operations skills. This book has received rave reviews and you can buy it with your eyes closed.

Summarize

In 2019, if you or your business are still operating new media, you need to pay attention to these 5 trends:

1. The opening rate of public accounts continues to decline, and social networks will become standard.
2. Tik Tok's growth has slowed down, and multi-platform layout will become the norm.
3. It is becoming increasingly difficult for a mini program to become famous overnight, and it can only survive if it fits the scenario.
4. Short videos are becoming more refined and creative, and grassroots videos will find it difficult to survive on their own.
5. The growth of followers through fission will be restricted, and “content is king” is still the king.

In addition to this, what other trends do you think need special attention in 2019? Please leave a message to tell me~

Source: Gou Junwei