A set of logic that may be suitable for all new media to increase followers!

Output makes people grow, output makes people grow, output makes people grow, okay, let’s start.

All my previous outputs were relatively theoretical. After working in new media for 4 months, I wanted to do some outputs based on practical work. The following content is more suitable for corporate new media and self-media experts who try to operate on multiple platforms. Also, there may be some self-made nouns, as long as everyone understands what I want to express, hh~

1. New media classification

Official accounts , Toutiao , Weibo, Douyin , etc. Individuals, institutions, and companies usually operate multiple platforms. But in my opinion, it can be divided into 2 categories:

1) Open new media (a self-created term):

On this type of platform, there will be official homepage recommendations and information streams , where you can see people you have never followed, such as Toutiao, Douyin, Weibo, Xiaohongshu , Jike, etc. (I am also familiar with Xiaohongshu and Jike because I work on them).

In order to increase followers on these platforms, in addition to producing content, you need to integrate more deeply into the platforms.

2) Closed new media (a self-created term):

On public accounts, users cannot see people they don’t follow, and most of the increase in followers is through forwarding (not to mention the mutual promotion and business attributes).

Different from the first method, increasing followers on a public account means you can be yourself.

2. General logic of increasing followers in open new media:

Since my main job is to operate multiple open new media platforms at the same time, I have some experience in this area.

In summary, if you think clearly about these three issues, there will be no problem in completing the cold start and initial stable growth:

1) How are you playing?

What this means is that I should first check the homepage, find common points, and feel the atmosphere of the platform, so as to determine my tone of expression, voice, and personality. This issue is often overlooked when companies distribute content on multiple platforms or influencers move content.

For example, Toutiao is an information platform. The so-called information is just filled with "who did what and when". If your title is a literary poem, or copied from the WeChat reduplicated words, "Hahahahahahaha", "Fire fire fire fire fire", "Baibaibaibaibaibaibaibai", basically no one will read it, because you have deviated from the tone of "stop talking nonsense, get to the point".

Let me give you another example. The new platform Jike has strong personalities and a relaxed and witty atmosphere. If you say something very official like "On x month x day, x night, we look forward to your participation", they will suddenly get goosebumps...

For example, Xiaohongshu focuses on real experience and its tone is very colloquial. The language is full of enthusiastic recommendations such as "It's really useful". If you use a unified speaking template, "This case comes from, about xx:, the above is the content of xx", they will stay away.

Therefore, through this step, we can basically determine "[what attitude I should appear in]".

2) How to find suitable content to publish

This is the most important step, which is about topic selection and can be summarized into the following 3 general methods:

(1) [It is valuable content worth spreading]

The standard that is reflected is that when you first learn about it, you have a feeling of sudden enlightenment and gain.

The significance of new media is the dissemination and transparency of information. Only by continuously providing valuable information will it attract more and more attention, such as Dingxiang Doctor.

In comparison, if you simply record and continuously describe what friends you meet every day, daily activities, etc., then it is just a circle of friends for fun, not new media, not "I want to express xx".

So in order to obtain as much valuable information as possible, what we can do on a daily basis is to record every inspiration and AHA moment.

(2) What would I want to know as a fan?

This is what is commonly known as empathy. For example, a food blogger puts himself in the shoes of his fans and says, "I may be a newbie who is preparing to learn how to cook. I want to know which pots are used frequently and are worth buying. I want to know which ingredients are most frequently used in cooking and which dishes I can start with to practice." Then, the topic came naturally.

(3) [Integration and supplement of content]

A soul-searching question: "There are so many bloggers in the same field, why should I follow you?" Doing a good job of integrating and supplementing the content and improving its reference value is the difference between 60 points and 99 points.

For example, I know a method for organizing a closet, but if I just tell you this, the effect won’t be very strong or last long. What are the common scenarios for wardrobe storage? “Fold the clothes, put them in, hang them and frame them”, so it can be extended to a wardrobe storage layout diagram, a way to fold clothes, and how to buy small storage items. This is more advantageous.

Of course, in addition to integrating and supplementing the content, you can also add personal elements, which is what distinguishes you from other bloggers.

The above three points are about topic selection.

3) What are the official recommendations?

After talking about "what attitude" to appear and "how to find content", the last thing to look at is the official preference for content.

In terms of topic selection, the performance is to get on the hot searches and so on. In terms of content presentation, is the text specific and comprehensive? Or do you want the picture to be clear and good looking? You can also get a rough idea from the official recommendations. The point is to emphasize that you should not be obsessed with your daily things, but also look at what is happening outside.

Well, I have finally finished sorting out the open new media...

2. Closed new media:

I don’t have as much practical experience as the above public accounts that allow you to be yourself and focus on forwarding content to attract fans, but I still want to summarize my observations and thoughts.

If you think about these two issues, you won't be far off:

1) “Am I and my content worthy of being forwarded by others?”

Very important, determine the character based on this.

Soul-searching questions: "Does your content resonate or impact readers? Are you unique and highly recognizable? When readers recommend you, can they express themselves?"

For example, there is a food public account that constantly writes about where the person went to eat, and there is a wise and sharp thought communicator like Huang Zhizhong who constantly writes about his views and famous quotes on certain things. Obviously, the latter can better face the three questions of the soul, and I believe that most people are also interested in the latter.

Take myself as an example, the ones I often have the urge to repost include: Gu Ye, GQ, and Wang Zepeng.

2) How to continue to show that I am me

Unify the tone and way of speaking, and use some subtle things to represent yourself.

Advance topic planning, continuous content output, and gradually finer granularity; those who persevere are the most beautiful. (smiley face)

Finally, to summarize, see the figure:

Source: Jianshu