How to increase the follow-up rate of your official account and encourage users to follow you after reading your articles?

A very stupid question:

What is the most basic thing to do if you want to increase your followers?

It is to attract the attention of new users!

You often see headlines like this all over the WeChat Moments : "XXX gained 50,000 followers after one article" and "XXXX gained 100,000+ followers after four articles in one month."

It feels like the world is a great place!

But the fact is, there are only a mere 1% such cases, while 99% of public accounts have lower and lower opening rates of WeChat pictures and texts, and fewer and fewer fans. Even if they work hard to increase the number of readers, users just don't pay attention after reading them.

How can you gain followers if you don’t pay attention?

This is what the world really looks like!

So how can you effectively increase the user attention rate of your official account so that more users are willing to follow you after reading your articles?

After all, it’s a pity that after working hard to increase the number of readers, users don’t pay attention after reading.

Before that, there is one thing we must pay attention to: new attention is for external users .

New followers must come from people who have not yet followed your official account , not from people who have already followed it. This is the essential difference. We want to make those who are not following us when they read the article follow us.

Therefore, the first step is to share your article. Only in this way can external users see your article and attract new attention in the future.

For example.

Your official account has 50,000 followers, the average number of headline readers is 20,000, and the article reading rate is as high as 40%. If only 100 external users read it, how many new followers do you think it can bring?

Only when “people who have already followed” share the article and more “people who have not followed” see it, can it gain more attention.

So the first question to address is why do “people who are already following” share your article?

This requires the use of "social currency", which is emphasized in "Go Viral" and " The Social Comparison" and is used by many Internet celebrities and IPs.

The concept of social currency has been mentioned by Mumu Laozei before. Simply put, what we forward and share on WeChat is largely based on social currency , which is a tool that can induce dissemination.

Everyone needs social currency, and all we have to do is provide it to them. This social currency mainly includes:

● Provide users with topics to talk about:

Can your content provide users with something to talk about? for example:

"In Beijing, 20 million people are pretending to live"

"Slash Girl!" Started a business at the age of 22, appeared on Forbes twice at the age of 28, and built a first-tier Silicon Valley fund within 10 years.

● Help users express their ideas:

Can your content help users express what they really want to say? Especially when they want to say something but can’t for various reasons? for example:

To the Bitch: Why Should I Help You?

What do girls hate boys posting on their Moments the most? 》

● Help users build/consolidate their image:

Does your content help users create/reinforce the image they want? for example:

People always ask me what it's like to be a nurse

"There is also a chain of contempt in the advertising circle, and the copywriters are struggling at the bottom... I don't accept it! 》

● Satisfy users’ needs to help others:

Can your content be shared by users to help their friends? Can sharing and forwarding help users maintain good relationships with others? for example:

"sharp! A sticker can protect women's personal safety. It turns out that this is how it works.

The three major operators announced that domestic long-distance roaming charges for mobile phones will be cancelled starting September 1.

● Promote social comparison/satisfy users’ competitive psychology:

Does your content make them seem more prestigious? More profound? More stylish? Richer? ……for example:

《5 basic questions that determine the success or failure of entrepreneurship, but only 1% of entrepreneurs know them》

"The Fortune Global 500 occupies 115 seats!" How far are Chinese companies from greatness? 》

If your content can provide enough social currency (provide topics for conversation, help others, showcase your image, help with expression, and promote comparison), it will greatly increase the chances of being forwarded and shared. (I mean increase the chance)

Well, after solving the article sharing problem, many "people who haven't followed yet" saw our article, and then the next problem followed:

Why should these people who haven’t followed you follow you when they are browsing the article? Is there any way to increase this attention rate?

There is a way!

Below, the editor will share some thoughts on increasing the attention rate of public accounts and discuss them with you.

There is no need to talk about the point that the content itself must be solid. The content itself is definitely the key to increasing the attention rate of the official account. It is the foundation of everything.

Even if the reading volume of pictures and texts is very high, even if there are many new external readers, it will be useless if people just click on it and your content cannot retain people.

Next, I will mainly talk about some specific methods.

1Keep reading

When a new reader reads our article, although any point at any time may trigger the desire to pay attention, the behavior of paying attention usually occurs after the reader has finished reading.

There are very few cases where readers stop reading midway and choose to follow, so when new readers come, the first thing we need to do is to reduce the situation where readers close the article midway and maximize the possibility of readers reading the entire article.

I was impressed by a point made by copywriting master Sugarman:

Every sentence, every picture, and every element in our copy is designed to get readers to start reading the copy right away until they finish the last sentence.

The purpose of the first sentence is to get the reader to read the second sentence, the purpose of the second sentence is to get the reader to read the third sentence... and so on.

For example, we can:

Use more short sentences and compact narration to keep readers wanting more, which can create good tension.

End a paragraph with a very short sentence that entices the reader to keep reading. For example, “Here comes the really exciting part.”

Make your readers keep saying “yes” and let them resonate with you as they read your article.

Build the logical order of the article in advance so that your readers can always find the answer to their questions in the next sentence.

For details, please refer to the article " These copywriting skills were told to me by a legendary figure who worked in the CIA ."

2. Head leads attention

As we all know, you can directly click on the blue public account name at the top of the public account picture and text to follow the public account. This is also an important way for new users to follow the public account.

Sometimes, there is a big difference between letting go and not letting go.

A small number of new readers will particularly want to follow you, but most readers are in a state of whether to follow you or not . At this time, an obvious prompt will serve as a "psychological suggestion".

For example, you can use a very simple and crude way to direct attention:

Please follow the official account above!

You can also use a very distinctive, tonal sentence related to your official account to guide (dividing groups is a good method):

You can also give readers a reason to pay attention to you by starting with a strong “positioning” instead of directly directing attention:

3. Strengthen the recommendation of the official account

We usually give readers a recommendation for the public account in the picture and text, or an introduction to the public account’s attributes.

This is also a key factor in increasing the attention rate of public accounts.

Readers follow a public account not only to read your article, but also hope to continue to read a certain type of articles from you in the future . You have to tell them this yourself and don’t let users guess what content you will provide.

Because most public accounts are not very well-known, readers may not know what you do or what you will do next after reading an article. Most readers are unknown to you.

If you can't give him a clear expectation, it will be difficult for him to choose to pay attention to you.

Therefore, we need to strengthen the recommendation of the official account, tell readers what we do, what problems we are solving, what our style and tone are, who we are mainly targeting, what our advantages are, whether there are any endorsements, etc.

For example, we can summarize ourselves more tonally:

You can also directly tell readers what we do and which sectors we focus on (directly telling users when to post also makes their expectations clearer):

You can also directly circle the crowd and strengthen your own advantages

4 Follow the QR code and add a sentence to guide

It is true that the only thing between the user's "final decision" and "starting action" is "guidance" .

For example, when we are shopping for clothes and walk to the door of a store, ready to go in but hesitant, many store owners will take the initiative to say: "Beautiful lady/handsome man, come in and take a look, our store has balabalabala..."

Finally we went in obediently.

Without such guidance, many people probably would not choose to enter, and you would lose this customer.

The same goes for the follow QR code at the bottom or head of the official account article (mostly placed at the bottom, a few are placed at the head). It is much better to attach a sentence to guide attention than to simply put a follow QR code, and the behavioral guidance is more obvious.

For example, you can set the guide according to your own style and tonality:

You can also do something more interesting like Durex , which is to set different QR code attention prompts according to each article category, which makes it more targeted. I have excerpted some here:

Scan and meet love here

People who still have sex in their seventies are paying attention to Durex

Scan the QR code for more artistic content

Everyone who scanned it gained sexual happiness

Scan the QR code to embrace more small certainties

Scan and learn more

5. Prepare some "small gifts"

This method is used very frequently. It allows readers to reply to corresponding keywords in the background after reading the article to obtain things that have been set in advance.

If what you provide is really needed by readers, not only will it not be resisted by readers, but it will also greatly increase readers' favorability towards the official account.

For example, replying to keywords can get answers;

For example, it can be like Luoji Siwei ’s previous method of voice and recommend an article every day;

For example, you can prepare some information packages/tool ​​kits/discount packages for readers.

In addition, we can also prepare some small gifts for readers in the article, such as books, red envelope passwords, privileged services, memberships, etc., which can further enhance readers' favorability.

6. Add more interactions

In order to make public accounts more popular, in addition to high-quality content, more attention should be paid to user interaction.

This is crucial for the recognition of the official account and retaining users.

For example, at the end of Mi Meng, there are various content collections, Xin Shi Xiang has evening prayers, Caobian Wang Shi has meditation moments, Late Night Hair has topic discussions, and Chan Creative has various shameless votes...

These are all small interactions that these big accounts have explored during their long-term operations. They match their own positioning or business and are also liked by users.

Nowadays, the most commonly used form of interaction on public accounts is probably topic interaction .

In addition, interactions can include:

You can add a heartfelt comment/small thought every day at the end of the picture and text (for example, I have opened a new column called "Thief Says" before);

You can answer one of the most asked questions from fans every day;

You can have one riddle/question/guess the picture or other type of interaction every day, and announce it the next day;

You can collect readers' stories at the bottom and then publish them;

You can even recommend a core fan’s personal WeChat every day.

…

I have recommended these methods to many people. They not only increase activity but also increase the possibility of fans following them.

For some public accounts, the daily interactions at the bottom have even become a highlight, and fans come to check them out every day.

7Bottom article label

This method is also relatively common. You can recommend more high-quality articles in the form of pictures/titles/tag clouds at the bottom of the text and pictures.

This method allows readers to read more helpful content, and also allows readers to quickly judge the content quality and direction of your official account.

Of course, the most direct effect is that it will invisibly make readers feel that at least the content of our account is quite rich.

Especially now that the display format of subscription accounts has been revised to a form similar to " information flow ", historical articles are more difficult to reach readers directly, and the content recommendations in the articles become more important.

8. Add some differences

For a similar public account and a similar article, why would readers choose to follow you instead of others?

You need to give him a reason to choose you!

The most direct way is to add some differences to the official account, preferably differences that exceed expectations, so that the experience is more satisfying.

For example, in typesetting, we can better design the layout of pictures and texts to give readers a better reading experience than others;

For example, we can make a mind map of each article for readers, which is also a good difference;

For example, in addition to text, each article also comes with an audio/video recording;

For example, provide readers with the resources mentioned in the article, so that they have a little surprise after reading;

…

The more we do for our readers, the more support they will give us. It's mutual and positive.

In addition, there is one thing that makes your account different from other public accounts, and that is your style, or the personalized attributes of the public account.

Nowadays, when readers follow a public account, in addition to looking for content that suits them, they also look for the style that they like. Just like making friends, they will look for people they can talk to.

I have seen many public accounts whose content is not that good, but their personality is very obvious and they have won the favor of many fans. (Some of them I don’t even understand)

9 core highlights

In the era of fragmented reading, users' attention is always not so focused. At this time, many key parts of our articles may be directly ignored.

Especially for long texts and pictures, it is difficult for readers to read them carefully word by word, and it is normal to miss some key information.

This will definitely affect the user attention rate.

There is a simplest method that everyone can do easily.

Just mark the core part of your picture and text, you can make it bold, add color, underline, etc.

On the one hand, it allows readers to see it easily, and on the other hand, it strengthens and highlights these core highlights so that they can get them immediately.

It can be your core ideas, key keywords, places that touch your emotions and resonate with you, key contrast and conflict parts, etc. You can mark them to make the highlights visible.

In this way, even if readers read in a jumpy manner, they can easily get the key information in our article, so that they will not have nothing to remember after reading an article, which will lead to a lack of attention.

10 Ending Seriously

If a reader reads from the beginning to the end of the text or graphic, the likelihood of paying attention in the end is greatly increased. At this time, if the project fails to be completed, we can only say that it is a big failure.

Here are a few suggestions for ending:

Summarize the whole article: briefly summarize the whole article to help readers sort out their thoughts;

Emphasize your point: You can emphasize your point again, elevate the theme, and let users get your point firmly.

Chicken soup resonance: You can directly throw chicken soup, just to impress you nakedly;

Famous quotes: You can create famous quotes or quotes to instantly enhance your style, which will also stimulate readers to share;

Topic interaction: You can also throw out a topic specifically to trigger discussion;

Preview of the next issue: You can also make a preview of the next issue to attract your readers. Pay attention, the next issue will be more exciting.

In short, even if you can't think of a good ending, don't use a bunch of irrelevant nonsense. Even just an END is better than a bad ending.

I hope the above will be helpful and inspiring to everyone.

Of course, I am also working hard to learn and implement these ideas, and you are definitely doing better than me.

author: Mumu Laozei authorized Qinggua Media to publish this.

Source : Mumu Laozei