A 9,000-word article that explains in detail the operation methods of private domain traffic in circle of friends!

In this article, the author analyzes the operation rules of the circle of friends of private domain traffic . Through this article, you will master the 2 directions and 3 methods of IP positioning, and learn to perform 5W decomposition; master the 4 principles and 7 facades of building a personal image; master a series of refined operation skills to create a warm and high-value circle of friends. Recommended for friends who are interested in private domain operations.

WeChat’s private domain ecosystem includes personal WeChat, Moments, WeChat groups, official accounts, video accounts, mini-programs, and enterprise WeChat. As one of the key nodes of the entire closed loop, the circle of friends is really important!

It can be said that if you want to do well in the private domain, you must do well in the circle of friends.

How to do it specifically?

The young master sorted out three steps, namely: clarify IP positioning → create IP personality → carry out circle of friends operation.

Below, I will explain them one by one in detail and try to break them down for you.

1. Clearly define IP positioning

1. Two directions of IP positioning

Before conducting WeChat IP positioning, enterprises must first clarify the direction of IP positioning, that is: should they choose personalization? Or choose branding?

1) IP personalization

Personalization means highlighting personal image and personal information more.

If your business belongs to the mass industry such as fresh food, fruit, beauty, clothing, catering, tourism, or the knowledge payment industry, or if the scale of the business is not particularly large, Gongzi recommends choosing a personalized direction, which can make the IP appear more friendly and realistic, thereby narrowing the distance with users.

For example, Perfect Diary’s WeChat IP “Xiao Wanzi” is a beautiful girl in her 20s who likes food, beautiful scenery, and beauty products, which is very consistent with Perfect Diary’s users.

2) IP branding

Branding means highlighting the brand image and brand information more.

If your company belongs to the finance, banking, insurance, financial management, education and training, nutrition and health industries, or if the company is relatively large, Gongzi recommends choosing the branding direction, which can make the IP appear more professional, authoritative, and credible, thereby gaining more brand endorsements.

For example, Luckin Coffee’s WeChat IP “Chief Welfare Officer Lucky” gives people the feeling of being Luckin’s official representative. Compared with “Xiao Wanzi”, it lacks affinity but has a higher sense of authority.

In addition, when choosing the direction of branding, one thing to note is: don’t be too blunt , such as directly using brand names, logos, slogans and other information, which will make users feel like they are facing a robot.

Be sure to pay attention to adding personal elements . Taking Luckin Coffee as an example, their IP nickname has the suffix "lucky", the IP avatar is a cartoon image, and the IP gender is female. This greatly weakens the sense of brand and increases affinity to a certain extent.

2. 3 methods of IP positioning

These three methods are: product positioning method, user positioning method, and existing IP positioning method.

1) Product positioning method

That is, IP positioning is carried out based on existing products.

This method is suitable for companies whose products have just been launched and have not yet accumulated users . The specific application logic is: product positioning → target users → IP positioning.

Take By-Health as an example. By-Health has many product lines, such as protein powder, fish oil, calcium tablets, etc. The target users of these products are high-end users aged 30-45 who have families and pay attention to health and nutrition.

To this end, By-Health specially created the IP "Nutritionist Zhenzhen" to popularize nutritional knowledge on the one hand and provide targeted guidance and product recommendations on the other.

2) User positioning method

That is, IP positioning is carried out based on existing user positioning and user portraits. These data include but are not limited to gender, age, region, occupation, consumption level, interests and hobbies, whether married, whether one has a house, a car, and children, etc.

This method is more suitable for companies that already have a certain amount of user accumulation . The specific application logic is: user positioning → user portrait → IP positioning.

Take Perfect Diary as an example. Perfect Diary’s target users are young women aged 18-25, mainly college students and white-collar workers who have just entered the workplace. They pursue beauty and personality expression, love delicious food, beautiful scenery, and chasing stars.

And "Xiao Wanzi" is one of these people, and this is the way they ideally want to live.

3) Existing IP positioning method

That is, positioning is based on the existing IP, which includes but is not limited to successful IPs created on other platforms, company chairmen, founders, CEOs, executives, employees, etc. who can appear on the screen.

The specific operational logic is: determine the candidate → analyze characteristics → IP positioning.

One thing to note here is that it must be authentic . The selected person should be shown as he is in his daily life. He can be packaged, but not over-packaged. Otherwise, once the personality collapses, it will have a greater impact on the company.

Take luxury car drugs as an example. Lao Ji, the founder of Haochedu, dropped out of school in the second year of junior high school, but he is very studious and hardworking. He knows how to be grateful and altruistic. His entrepreneurial journey is also tortuous and inspiring.

Based on these characteristics, Lao Ji has built himself into the founder IP "Luxury Car Addict Lao Ji", constantly sharing his life philosophy, values, and especially service thinking, which has aroused great response and resonance in the industry.

3. 5W analysis of IP positioning

What is 5W?

It’s actually very simple, it’s just Who, Where, What, When and Why.

1. Who: Who am I? Corresponding nickname.
2. Where: Where am I? Corresponding location.
3. What: What do I do? Corresponding products, services, missions, etc.
4. When: When did I start? Corresponding time.
5. Why: Why should I be trusted? Corresponding values, lifestyles, stories, etc.

Below, I will use myself as an example and use the 5W method to conduct a simple analysis, for reference only.

2. Create IP personality

When doing private domain business, there is one thing you must remember: what is sold in private domain is not the product, but the personality, which is far more important than the product.

Why do you say that? Because only if users like and trust you as a person, will they like and trust the things you sell, and will they place orders and pay without hesitation.

What is a personality?

To put it simply, it is about what kind of image you have in the users' minds, what kind of person you are, what value you can provide to users, and what users think of you when they think of you.

Let’s take Gongzi as an example. In the eyes of my WeChat friends, I may be a hard-working person, who is good at writing and can easily write thousands or tens of thousands of words. I am also quite knowledgeable in the private domain. When people think of private domain, they may think of me.

So, the question is, how should the character be created?

1. Four principles for creating a persona

The four principles are: real characters, distinct personalities, unique style, and conveying value.

1) The characters are real

Regarding this point, Gongzi mentioned it in the previous article, that is, a person should be shown as he is in normal times. He can be packaged, but not over-packaged.

2) Distinctive personality

To put it simply, the character should have personality and characteristics. I won’t go into details, it just means what it says, and it’s very easy to understand.

3) Unique style

The style of your circle of friends must be unique so that users can remember you.

To give you a small example, I have a friend named Chen Hou, nicknamed the Breakfast Prince. He mainly does financial education. His circle of friends gives people a very refreshing feeling, and the sections are clearly divided. It is like his own lifestyle magazine and has a high-end feel.

4) Delivering value

When it comes to "value", everyone's perception and dimensions are different, so it doesn't necessarily have to be dry knowledge. It can also be correct values, a good lifestyle, or even delicious food, beautiful scenery, etc.

These four principles are very important and you must keep them in mind.

2. 7 aspects of building a persona

This part mainly discusses personal WeChat.

These seven facades are: nickname, avatar, WeChat account, status, personal signature, album cover, and circle of friends.

Before I go into detail, I would like to talk about why they are called "facades".

Because these 7 things are either what others will see before they add you, or what they will see first after they add you. They are as eye-catching as the signboard of a physical store.

At this point, we have to mention the term "primacy effect" , which means that in the order of information presentation, the information presented first has greater weight in impression than the information presented later. Simply put, the first impression plays a very important role in the overall impression.

Now you realize how important these 7 facades are.

Next, I will elaborate on what each storefront should and should not do.

1) Nickname: easy to remember, easy to write, and easy to spread

There are many incorrect uses of WeChat IP nicknames, which I have summarized into two categories:

① Miscellaneous types: such as those starting with A, symbols, emoticons, mobile phone numbers, English, Martian language, traditional Chinese characters, etc. There are several problems with this type of nickname: it is hard to pronounce, remember, cannot be @ed, cannot be commented on, etc.

②Official and stiff types: such as brand name, brand + city, brand + position, brand + store name, etc., which are very official and stiff, making people have no desire to communicate.

So, what kind of IP nickname is more suitable? I have listed a few for your reference:

Real name (this requires a certain level of influence), unified nickname, nickname + brand, name + brand, nickname + label, nickname + business...

What needs to be noted here is: the nickname must not be too long; try to use common words; the nickname is an important IP identifier and asset, once determined, do not change it frequently.

2) Avatar: High-definition professional avatar to enhance trust

The incorrect usage of WeChat IP avatars can also be summarized into two categories:

① The messy type: for example, not changing your profile picture until you lose 10 pounds, pets, children, scenery, etc. It cannot be said to be bad, but it can only be said that it is not suitable to be a WeChat IP profile picture.

②Official and stiff: such as brand name, brand logo, store sign, etc., official and stiff.

Regarding suitable WeChat IP avatars, Gongzi divides them into 3 levels: professional photos > life photos > cartoon photos.

Professional photos: preferred, it is recommended to find a professional photo studio or photographer to take the photos (professional)

Lifestyle photos: appropriately dressed, with appropriate expressions, clear enough, and combined with positioning (affinity)

Cartoon photos: Must be distinctive and combined with positioning (personality)

It is also important to note here that the avatar is also an important IP identifier and asset. Once it is determined, do not change it frequently.

3) WeChat ID: Aids in spelling nicknames

Compared with the other six storefronts, the WeChat account is not as conspicuous, but it should still be taken seriously.

Gongzi recommends these three spelling methods: IP pinyin + number, brand pinyin + number, brand English name + number.

The following are not recommended: directly using the default WeChat account after registration, letters + phone number, full name + birthday, mixed uppercase and lowercase letters + numbers, English that is not related to the brand or IP, and symbols that are difficult to spell such as "_" and "-".

Also note: WeChat ID should not be too long, and if possible, try to keep it consistent with your nickname.

4) Status: Multiple dimensions display and frequent changes

Status is a new feature of WeChat, and many people don’t pay much attention to it. However, Gongzi believes that it is a very important facade, and if used well, it can greatly add points to WeChat IP.

The status consists of 7 parts. Let me break them down one by one below so that you can have a comprehensive understanding of the status.

① My status: Click the "+ Status" below the WeChat ID to enter the selection page. There are currently 30 statuses, divided into 6 categories: limited-time status, mood and thoughts, work and study, activities, rest, and others.

Because it is effective within 24 hours after setting, it is recommended to set it at a fixed time every day, such as getting up early, before going to bed, etc.

②Friends’ status: Click the “…” on the right of “+Status” to see it. Currently, only the avatar and nickname are displayed, but you can click the corresponding status bar to open the list and see more information, including each friend’s avatar, nickname, location, comment, topic, and background. You can like your friends, or click anywhere to jump directly to the friend’s profile page to send a message.

③Say something: Click on any status on the "My Status" page to see it, including the topic, with a maximum of 32 words displayed.

④#Topic: The font size is the same as "Say something", which is a bit useless at the moment.

⑤Background: Customizable, similar to an album cover, with occlusion, can be selected from the video account, or can be set to be blurred.

⑥Position: Customizable. It can display at least 2 lines and 44 characters.

⑦ Public/Not visible to others: You can select groups, contacts, or tags to not show to others.

5) Album cover: the perfect place for advertising

This facade is often overlooked by many people, but it is actually a very good advertising space.

Gongzi suggests that you can set up professional photo + identity tag + past achievements + main business, or you can set up brand slogan + the value provided by the brand + team photo.

Note that the image size is 640*640. The overall look should be simple and elegant, and should be combined with IP positioning. Don't make it too fancy or it will disgust people.

It is best to find a professional designer to customize it . If you need it, I can recommend one.

Finally, let me talk about several forms that I don’t recommend, such as: brand logo + doorhead, large amounts of text, actual product + large amounts of text, photos that are too lifelike, photos that are unclear, etc.

6) Personalized signature: Good auxiliary cover effect

Many people will choose a sentence they like as their personal signature. For example, Gongzi mentioned earlier once used "How far a person can go depends on who he walks with" and "Adhere to long-termism and be friends with time."

However, if you want to build a WeChat IP, such a signature is inappropriate because others will not be able to understand what you do through it.

Gongzi suggested that you can choose 1-2 from these keywords and arrange them in combination, including: IP positioning, industry identity, business scope, value provided, service time, appointment instructions, corporate vision, service attitude, etc.

It is best not to choose some romantic, sentimental, complaining, or inexplicable sentences, as they will not only not add points, but will also deduct points.

7) Moments: Keep posting high-quality content without spamming

Many companies have two misunderstandings in the operation of WeChat Moments:

First, there is no advance planning . Just listen to others' advice and start doing it without thinking, which leads to a lack of system.

Second, simply treating the circle of friends as an online shelf and pushing products on it ignores the fact that the essence of social interaction is connection and providing value and solutions. So not only no one watched it, no one bought it either.

So, how should the circle of friends be operated specifically? The young master will elaborate on this in detail in the following section.

3. Carry out WeChat Moments Operation

1. Four characteristics of a high-value circle of friends

Before I officially share, I would like to briefly talk about my views on high-value circle of friends so that you can have an idea first.

I think there are four characteristics of a high-value circle of friends:

1. Deliver the right content to the right people at the right time.
2. The content is in line with the positioning, with a high proportion of high-quality content and continuous output.
3. Integrate values, products, character personalities, etc. into real scenarios.
4. Like a unique magazine, it has a distinctive style and is elegant and natural.

2. 3W1H of WeChat Moments Operation

The so-called 3W1H refers to: When, What, Who, and How.

Since corporate WeChat can only publish 3 pieces of content to users’ Moments every day, this section still focuses on personal WeChat.

This part is a bit dry, but stick with it and you will gain a lot!

1) When: When will it be sent? How long is the interval between sending?

There is a golden circle rule here. The so-called golden circle refers to the most suitable time to post on WeChat Moments, or the time when the chance of being exposed on WeChat Moments is the highest.

The details are shown in the following figure:

One thing to note here is: in order to avoid giving users a bad experience of screen swiping, it is recommended that the interval between two Moments of Friends is at least 1 hour.

2) What: What to send? How many messages do you post a day?

The young master summarized a "4+6 rule" , in which:

"4" refers to 4 golden time periods, and 1-2 Moments should be posted in each time period.

“6” refers to 6 types of friend circles, each of which requires at least one post per day.

The details are shown in the following figure:

Among them, the reason why it is recommended to post product experience and customer reviews between 21:30-23:30 is because people’s purchasing impulse is the strongest during this period.

In addition, Gongzi suggested that the number of posts to Moments should be controlled within 10 per day. On the one hand, this is to prevent posting to Moments from becoming an operational burden, and on the other hand, it is to prevent users from feeling that their screens are being flooded with messages.

Finally, it is recommended that you make a content plan for your Moments in advance on a weekly basis and prepare the corresponding content or materials.

PS: Recently I saw a formula for a brand’s WeChat IP: brand tone + belief + values ​​+ personal characteristics that are most conducive to spreading the brand tone . The summary is good and you can learn from it.

3) Who: To whom?

When we post to Moments, we can choose to make it partially visible or not to anyone. Although this function is simple, it has a lot of room for operation. The prerequisite is that you have to do a good job of tag management and give each user a detailed tag.

Here are some labels for reference, such as gender, age, region, consumption level, average order value, channel source, occupation, interests and hobbies, consumption motivations, consumption frequency, membership level, etc.

It is important to emphasize here that labeling is not as simple as you think. It is not only a technical job, but also a physical job. It requires unified planning in advance based on the characteristics of the industry, and also requires regular inspections.

Regarding this part, Gongzi will elaborate in detail in the "Precise Label Management" section of the "Enterprise Private Domain Growth Flywheel" model. If you are interested, you can pay attention to Gongzi's push.

4) How: How to send? How to delete?

In this part, I will mainly share some methods at the operational level, such as how to write specific copywriting with high conversion rates. I will elaborate on this in the "Copywriting Promotes Transactions" section of the "Enterprise Private Domain Growth Flywheel" model.

①3-step rule

Step 1: Find materials . You can choose from user feedback, group chats, or search from platforms such as Weibo, brand public accounts, and industry public accounts.

Step 2: Select content . From the alternative materials found in the first step, select materials that are interesting, informative, useful, beautiful, heartwarming, touching, and have positive energy.

Step 3: Design the layout . The picture style should be as consistent as possible. It is recommended to add 1, 2, 3, 4, 6, or 9 pictures when publishing. Do not add 5, 7, or 8 pictures, as they will look too ugly. The text should be as concise, powerful and clearly organized as possible. You can refer to the 6-line 2-paragraph rule shared below.

One thing to note here is that WeChat now has strict control over personal WeChat accounts. If multiple accounts publish the same set of materials at the same time, remember to fine-tune the copy and pictures. It is also best to stagger the time, otherwise they will be blocked by the system, meaning that only you can see them, but no one else.

②6 lines and 2 paragraphs rule

"6 lines" means that the text in the Moments cannot exceed 6 lines.

Once it exceeds 6 lines, the excess part (including the 6th line) will be hidden in the "full text" and users need to perform additional operations to see the remaining content. This is a fatal blow to the behavior of swiping the circle of friends. Many people will ruthlessly swipe away your circle of friends for this reason.

"2 paragraphs" means that the text in the circle of friends is best divided into two paragraphs, upper and lower, with one blank line in the middle.

This not only reduces the user's reading pressure, but also makes it concise and clear, so that users can see and understand it at a glance when swiping the circle. But this requires you to have strong writing skills.

So, what if you want to post a lot of content, more than 6 lines?

I have three suggestions for you: First, keep it as concise as possible , read it several times, and delete unnecessary words, phrases, sentences, punctuation marks, emoticons, etc.; second, add important information in the comment area , such as links, time, place, price, etc., but be careful not to paste large paragraphs; finally, if the content of your idea is really too much, you can choose to serialize it and only post part of it at a time.

Here is another problem we often encounter: What should we do if more than 6 lines of content are sent to multiple accounts at the same time and the text is folded into one line after copying and pasting?

I recommend a magic tool: Keyboard Warrior app . It can be used for free 3 times, after which you need to purchase the premium version, which costs 6 yuan per month or 18 yuan for 6 months. I didn’t charge any money here, I just recommended it because I really think it is useful.

③ The rule of leveraging momentum

To put it simply, it means increasing your popularity, amplifying your influence, and enhancing users' trust in you. This method is very suitable for the knowledge payment industry and building personal IP.

Specifically, you can leverage the momentum from four aspects: well-known people (celebrities and bigwigs in various industries), well-known companies (national brands in various industries), authoritative organizations (industry associations, evaluation agencies, etc.), and hot events (hot spots = attention = traffic).

④Preparation rule

If you want to sell goods in your circle of friends, don’t start selling right away. There must be a preparation process. It is best to make the user feel that you are considering him.

Take Gongzi as an example. When I tried out the paid business in 2018, the number of likes and comments far exceeded normal levels, and the subsequent conversions were also very good.

⑤Script Rules

The script rule is an upgraded version of the foreshadowing rule.

Here, I take the Knowledge Planet renewal event of Shengcaiyoushu in 2018 as an example. This event generated a transaction of 900,000 in 24 hours through 5 Moments.

The first one is to warm up the activities in the circle of friends, the second one is to guide the interaction in the circle of friends, the third one is to preview the benefits in the circle of friends, the fourth one is to increase the benefits in the circle of friends, and the fifth one is to create the atmosphere in the circle of friends.

The highlights of the event were not released all at once at the beginning, but were released bit by bit in a rhythmic manner. In addition, a very good transaction atmosphere was created through means such as limited time and limited quantity, which created a buying frenzy and won over many onlookers.

It can be said that this case is a classic example of the application of script rules. You can learn from it and then derive a script that suits you.

⑥Serialization Rule

This gentleman has been mentioned before. It is suitable for materials with a lot of content. If it cannot be released in one go, it can be serialized in multiple installments. Remember to indicate the serial numbers. Also, remember to set a hook at the end of each part of the copy to attract users to continue reading the next part.

In addition, this rule can also be applied to knowledge-sharing circles of friends, such as the "Private Domain Mr. Zhang Learning Diary" that I am currently working on.

⑦ Use location wisely

There are three methods: supplementing the main text of the circle of friends, promoting products/services, and introducing activities .

The positions in the "status" mentioned above can also refer to these methods.

The specific steps are: click on your location → click to search nearby locations → enter the content to be displayed → click that your location was not found → add information → click Done.

Please note that a position can display up to 24 characters (including punctuation marks). If there are more than 24 characters, all characters including the 24th character will become “…”.

⑧ Make good use of the comment section

There are also three methods, namely: supplement the main text of the circle of friends (such as activities, short links, etc., mentioned earlier), reply to important comments to everyone (such as time, place, price, short links, etc.), and reward interaction in the comment area (users can be guided to participate in liking and commenting).

In addition, Gongzi also summarized three common incorrect uses, namely: directly copying and pasting the text of the circle of friends, directly placing long links, and large paragraphs of dense text.

These usages will disgust users and are not recommended.

⑨3 types of friend circles need to be deleted in time

As mentioned in the previous article, a high-value circle of friends is like a unique magazine with a distinctive style and elegant and natural style. However, no matter how good a magazine is, too much marketing content will affect the reading experience, and the same is true for the circle of friends.

Therefore, the following three types of friend circles must be cleaned up in time:

A circle of friends where the same content is frequently posted in a short period of time. Before posting a new circle of friends, delete the previous ones.

An active circle of friends with timeliness. After a period of time after the event ends, delete it at your discretion.

Other hard-advertising friend circles. Delete at a fixed time, such as once a week.

IV. Conclusion

Through IP creation and circle of friends operation, you and your company can at least do the following 5 things:

1. Transfer temperature
2. Amplify word of mouth
3. Strong planting
4. Build an image
5. Attract like-minded people

WeChat is the most suitable carrier for private domain traffic pool, no doubt about it. In this ecosystem, the marketing logic of the entire IP is: dissemination (information/content) → identification (label) → memory, interaction → familiarity, trust → conversion, purchase

Therefore, whether you are building a personal image or operating a circle of friends, your style must be stable and the content must have clear labels, such as who you are, what you do, and what you represent.

Only in this way can you engrave the IP label in the user's mind, and the user can find you, identify you, remember you, become familiar with you, trust you, and buy you by following the label and IP memory point.

No matter how small an individual is, he or she has his or her own brand . I hope that every person and every company can successfully create a suitable WeChat IP.

come on! mutual encouragement!

Author: Private Domain Zhang Gongzi

Source: Private Domain Zhang Gongzi