To 2019: Future survival rules for public accounts

2018.

The expansion rate of some public accounts is even lower.
Some public accounts have been permanently blocked.
There are still public accounts that become famous overnight.

Many people are confused about their survival next year.

The following are my thoughts on the “survival rules for public accounts in the future”.

I hope this can be of some help to you.

#The Law of Exclusivity#

In the future, if a public account still lacks a sense of "exclusivity", cannot frequently write content that "exceeds expectations", and lacks "value", then the expansion rate of the public account will drop rapidly and the unfollow rate will continue to rise.

“Sense of exclusivity” determines attention rate and retention rate .

“Exceeding expectations” determines the spread and stickiness of content.

"Value" determines the long-term stability of the account.

Why do so many people pay attention to Zhuo Wei ?

Not because of "originality" but because of "exclusiveness".

#Super hit rule#

If you still want to write a "super hit" that "changes your destiny" (read volume 500w+ level), you must try to master the following two abilities:

1. Learn to transform a real experience of yours into a picture or text for a public account. Please believe that everyone has several experiences in their life that are worth 100,000+, or even 100,000+ or ​​1,000,000+. The key is that you always have that awareness.

2. Learn to transform offline activities into an online article. Whether it is the coin box at the entrance of the Hangzhou subway station in 2017, or the unattended refrigerators on the streets of Beijing, Shanghai and Guangzhou in 2018, or even the "Book Throwing Campaign" and " Escape from Beijing, Shanghai and Guangzhou " in 2016, such hot products will become more and more popular in the future.

ps The reason why 5 million views are used as the reference line for super hits is because 5 million views can probably get you 100,000 new followers. Self-media of this scale already has relatively good commercial potential.

#Follow the hot spot rule#

In the future, if you want to write a hit by following hot topics, “speed” will be the least important. Following hot topics through "public sentiment and public opinion" will also make readers feel increasingly tired.

I will divide the hot spots into three levels:

The first level: “Information-based” hot spot following. As long as you are fast, you can get a certain amount of traffic bonus. However, the dividends are very limited.

The second level: “Emotional” pursuit of hot topics. Express opinions and emotions on behalf of the public. But at the same time, there are too many people represented.

The third level: “Speculative” pursuit of hot topics. Through self-reflection, publish objective, logical and topical content.

For example: D&G’s insulting China incident.

First level: Report the incident as soon as possible.

The second layer: "D&G: Get out of China".

The third level: something like "Compared to that kind of racial discrimination, I am more afraid of this kind of large-scale kitsch", focusing on the issue of "celebrity collectively posting on Weibo". (From the official account: Write a story for you)

More and more readers like the third level.

#Positioning and segmentation rules#

The distinction between self-media and corporate new media will become more obvious. As more and more leading companies achieve "sales empowerment" and "service empowerment" through official accounts, companies' positioning and value recognition of new media will gradually deepen.

The number of readings and the number of followers will no longer be the only indicators that companies will pay attention to. "Interaction volume", " conversion rate ", and " user experience " will become the focus.

The position of head of corporate new media will become more and more valuable. After all, there are too few people who are good at operations , management and management at the same time.

If you like new media and want to work in new media, don’t just rely on “self-media”.

Enterprise new media is a larger forest.

#Channel Advantage Law#

More and more companies will leverage their existing channel advantages to achieve a quantum leap in the scale of their official accounts.

In 2016, the number of users of China Merchants Bank’s credit card public account exceeded 20 million.

In 2017, the number of users of China Mobile's 10086 official account exceeded 100 million.

In 2018, the number of users of Burger King’s official account exceeded 10 million.

In 2018, the number of McDonald’s official account users exceeded 50 million.

In 2019,…

You know, the number of followers of People's Daily is only over 20 million.

The reason why you can’t see the content of these public accounts in your circle of friends is not because they are not doing well, but because of their positioning.

Corporate public accounts, especially service accounts, are also super fun, but they are just fun in a subtle way.

#Video Popularity Law#

In 2019, Vlog will become more and more popular.

After all, the video format is conducive to distribution on platforms such as Douyin , and can better reflect the IP attributes and value of the official account.

If your public account emphasizes IP attributes and traffic value, you must be aware of the following:

Vlog is coming.

#The Law of Irreplaceability#

If public accounts that “kill time” don’t transform, they will really die.

Is it that the “ short videos ” are not good to watch, or the “online dramas” are boring, or the “ mobile games ” are unplayable? Why should we use official accounts to kill time?

You have to realize what your users think of you.

Your enemy is not your competitors in the industry, nor is it other public accounts in your subscription list.

But other products that meet the same needs of users.

#Input-Output Ratio Law#

In 2019, it will become increasingly difficult for self-media public accounts. Taking the time to create good content is an unchanging trend.

Learn to find writing skills that make "time investment" and "content quality" "directly proportional", invest more time and create a hit, which is much more useful than writing 100 articles with 1,000 readers.

Some public accounts are remembered by many people because of an article.

Some public accounts have updated hundreds of articles but still have no sense of presence.

Being remembered is the starting point of value.

#More survival rules#

Some of my opinions and the basic logic of the official account.

First, whether you have 50,000 or 5 million users, the cost you invest in writing an article is the same.

Second, the reading volume of unfollowed users is considered “spreading”. The reading volume of the followed users is just “broadcast”.

Third, some people are good at writing opinions, some are good at editing, and some are good at operations. Find your own strengths and combine them with the underlying logic of the official account.

Fourth, if you don’t like new media, you will definitely not be able to run your own media well, but you may not be able to run a corporate official account well.

Fifth, sharing and forwarding = sharing + forwarding. More and more people like to forward rather than share.

Sixth, don’t worry too much about TikTok, because TikTok doesn’t have a “Friends Circle”.

Seventh, service accounts and personal WeChat accounts are the combination of corporate new media. However, many people do not know how to use the service account interface and despise WeChat business. This is terrible.

Eighth, lay the foundation for typesetting: press Enter more often.

Ninth, try not to incite emotions, and don’t be incited by emotions.

10. The entire industry is really just getting started.

Source: Jutu Culture