How can a WeChat public account increase followers? How can a WeChat public account increase followers quickly?

Last night I launched a mutual promotion activity in the WeChat community. I only activated a small account and selected two mutual promotion partners in the community. That night, my personal account added more than 100 friends, the public account gained more than 50 followers, 3 people in the paid community were completed, and 3 people were scheduled for new media marketing service cooperation, which has been scheduled until the weekend.

The power of personal circle of friends is still huge.

Since I wrote my first article last year, I have directed traffic directly to my personal account. The idea is simple. New media is just a tool. We use this tool to spread content. The ultimate goal is only one, that is, to bring potential customers closer to us. What could be closer than directly chatting with a personal account? What could be more effective than the silent influence of the circle of friends at all times?

I probably met with nearly a hundred readers or clients this year, and the transaction conversion returns were good. What impressed me most was that almost every one of them said the same thing: I have been following you for a long time and read many of your articles. You are more down-to-earth than your photos. Come on, Feng Chao, let's see if there is any chance for cooperation... At the same time, most of my colleagues and competitors are still doing Baidu SEM bidding promotion, each of them spending tens of thousands of dollars, but there are very few client appointments and the conversion rate is even more worrying. Some people say that conversion is a probabilistic event, but they are wrong. Feng Chao believes that conversion is not difficult. It is a natural thing to find the right person, have a conversation, build a relationship, accumulate trust, integrate emotions, and implant products! Corresponding to this is the precision marketing, content marketing, relationship marketing and emotional marketing of Internet marketing! The power of a personal account can only be understood by those who have truly benefited from it. The same is true for a public account.

Ways for users to follow public accounts:

1. 75.33% of people followed the video by forwarding it on WeChat Moments;

2. 57.46% of people followed the account through recommendations from other public accounts;

3. 39.01% of people follow by searching keywords themselves;

4. 29.71% of people follow public accounts because of recommendations from friends;

5. 21.01% of people follow public accounts because of recommendations from related websites;

6. 15.05% of people follow the public account because of the recommendation at the bottom of the article;

7. 9.23% of people follow public accounts by scanning QR codes offline.

From this, we saw several key words: circle of friends, other public accounts, and keywords.

Next, I will explain to you what types of public accounts readers like? Why do they follow and unsubscribe? From what channels do they follow? Under what circumstances are they willing to pay? I hope this will be helpful to you.

The above figure is an analysis of the total number of public accounts followed by readers, the number of frequently followed and top WeChat public accounts.

We can see that the largest proportion of netizens follow 10-50 public accounts, reaching 46.6%, followed by those who follow less than 10, accounting for 43%; those who follow more than 50 public accounts only account for 10%; and those who follow high-frequency or top-follow public accounts do not exceed 5.

There is an interesting saying that the more people follow a public account, the higher their income! For example, if you follow more than 50 public accounts, your monthly salary will be at least 8K. Which level are you at?

I met an old friend this afternoon. He didn’t know what I do before. Today he was particularly impressed and said: Feng Chao, I have actually been following your official account silently. Sometimes I am not used to not reading it before going to bed. I especially admire you for always writing useful information. I am also very happy to see your changes in this year. This is what you deserve. Also, you must not stay up late and take care of yourself. As soon as my clients have any new media needs, I think of you first, so today I want to recommend a client to you... Behind these words, I deeply understand the word "habit".

In fact, I am just doing something very ordinary, but few people can persist in doing it, and I let everyone "see" the changes and results! Therefore, it subtly cultivates their habit of paying attention to me and reading my articles. Sometimes the content of the article is not important, what is important is the behavior of the person!

Habits are terrible things. Once formed, they are difficult to change! There are only five public accounts that I must read every day. The others are all red dots. After the public account pinning function appears, readers' attention is more focused!

Therefore, attention is a precious and scarce resource. Whoever has the readers' attention and cultivates the readers' reading habits can grasp the entrance of traffic! Let's continue to talk about what kind of content is popular? Have you found that the public accounts you read frequently are the ones that are most similar to your personal interests and hobbies?

The next most popular categories are news and information, work-related, and personal improvement; only 25.6% of readers frequently follow public accounts related to life services, and the proportion of followers of celebrities is only 4.3%, because they are mainly active on Weibo. This data verifies that in-depth vertical accounts based on personal interests and hobbies are very popular! For example, Liu Shenleilei reads Jin Yong and Tongdao uncle talks about constellations.

Secondly, why have public accounts for knowledge management and personal learning and improvement created many knowledge-based Internet celebrities in the past two years? For example, Xiao Qiushui, Qiuye PPT, etc. Because of the strong demand for this type of information, the post-80s and 90s have a greater preference for "utilitarian" information related to personal workplace and career improvement!

After fully understanding all of this, Feng Chao's personal account is also positioned to help more new media people and provide them with valuable information and experience. There are so many public accounts, should I unfollow or follow? This is a question!

The number of public accounts we follow will only increase, this is a general trend. 36.2% of readers have followed more and more public accounts in the past six months, which is a higher proportion than those who have followed fewer public accounts. Among them, 30% of readers frequently clean up their follow-up lists, and 52.1% clean up occasionally. Cleaning up the follow list may make readers pay more attention to content that they don’t usually click on frequently. Feng Chao cleans the place once a month to let better ones come in and keep the ones he doesn’t like away.

Why do you unfollow an account? Because you don’t like his content anymore, accounting for 65.9%. Content is always king! If you don’t like his content, it may be that the author of the public account has changed, the author has suddenly changed his style, or you have found a better account and want to become a follower (35.1%). Readers are all "fickle, and they like new things but dislike old ones". I am also a reader, so I understand readers' behavior very well. Everyone is growing every day, and only by constantly selecting better public accounts can we improve the quality and efficiency of reading! Therefore, authors must force themselves to keep inputting and growing every day in order to have better content output!

How many pieces of content should a public account push at one time?

24.1% of readers unfollowed our newsletter because of too many messages pushed every day! The person in charge of new media and the bosses of this company should pay attention: never evaluate your new media operations by the number of messages posted! From the reader's perspective, too much information is a disturbance and also an invisible pressure! Less is more, and it is a smart choice to focus readers' attention!

In addition, 7% of readers pay more attention to the consistency of the official account style or care about specific operators, and will unfollow the official account due to changes in the official account operator. Regarding how to monetize? I recommend the official account + community model. The data shows that the opening rate of articles in the official account itself is extremely low, and they are opened most in WeChat groups and Moments.

Among them, 64.3% of the readers of the public accounts have sharing, forwarding, interaction and consumption behaviors. They like interactive reading, they actively feedback on the reading experience, and also contribute to the articles reaching more audiences. The remaining 35.7% of readers are "passive readers" who only contribute to the reading volume but do not disseminate the content for the second time or engage in consumption behavior.

Regarding the segmented behaviors of active readers, the penetration rate of interactive and dissemination behaviors is significantly higher than that of consumption behaviors. The penetration rate of forwarding and sharing articles is the highest, reaching 81.3%, and leaving messages and comments reaches 38.7%. 17% of readers will join WeChat groups related to the official account.

Behind these data, we can see the readers’ deep demands. It also means that operating a public account is not enough to just operate a public account. We should maximize the use of the social application WeChat, gradually build a community, interact and communicate with readers, increase reader stickiness, and achieve the purpose of precision marketing!

In addition, the penetration rate of consumption is lower than that of interaction and dissemination, with reward articles accounting for 13.7%. Interestingly, the rate of readers purchasing products recommended in official account articles is slightly higher than that of purchasing products appearing in official account e-commerce links. This is why more and more e-commerce customers are starting to place soft-text advertisements on official accounts. The persuasiveness and influence of opinion leaders are much more effective than simply promoting and attracting traffic on Taobao and Tmall!

Readers who subscribe to paid memberships of public accounts account for the lowest proportion, at 2.5%. Large accounts with huge numbers of fans will eventually be screened through subscription payments to achieve the purpose of monetization, provided that they have a huge number of fans! From what channels do readers generally follow you?

The data shows that:

The first channel is the circle of friends, accounting for 56%. This is a word-of-mouth recommendation mechanism among acquaintances and a characteristic of social media.

The second is the traffic-generating effect of other public accounts, accounting for 43%. Therefore, mutual promotion and soft-text advertising are tried-and-tested channels for traffic generation. Feng Chao's self-media alliance was born for this mission! We also hope to help more high-quality public accounts gain more traffic!

Third, 32.1% of readers will add new public accounts when searching on WeChat, which is nearly 10% higher than the proportion when searching on the web.

Fourth, the effect of adding attention offline is relatively general, accounting for 12.2%. The cost of offline promotion activities is relatively high. If there is a traffic entrance from a physical store, it can still be utilized.

In addition to public accounts, what else do readers read? Where is their attention focused? As a mobile social application with over 600 million users, WeChat's traffic entrance has always been a "battlefield" for self-media! When asked which channel WeChat is considered as the first channel for obtaining information, nearly 20% of readers considered it the first choice, 38.8% considered it the second channel, and 17% considered it the third channel.