12 ways to help you easily deal with the dramatic revision of WeChat subscription accounts!

Many users who have used the updated version 6.7.0 expressed that they were hurt and worried that the brand advantage would no longer exist and user stickiness would decrease. They were thinking about how to utilize traffic and maintain monetization capabilities.

The changes this time are indeed huge, and the short-term impact cannot be underestimated. Today I will provide you with some methods to increase article clicks and user retention rate for your reference.

How to increase article click rate ?

How to improve user retention rate?

1. How to increase click-through rate?

01 Optimize the title

The revised subscription account information main page is mainly in the form of "title + header image" and no longer has summary information to assist. The role of titles is becoming increasingly important.

Everyone’s first reaction is that WeChat is going to give birth to clickbait ! However, the more convenient unfollow operation on the subscription account page means that clickbait titles will be easily abandoned by users.

There needs to be a trade-off between clickbait and attracting user retention. How to optimize the title specifically, you can start from the following aspects:

1) The Law of Numbers

Because the human brain or eyes are generally more sensitive to numbers, you must have had this feeling that when a string of Arabic numerals appears in the title, you can always spot it at the first time.

We should try our best to extract some core information or numbers in the article in the title to increase the visual impact on users. For example, numbers with visual impact such as "20,000 sentences of copy and 8,000 posters are generated in one second, and the copywriters and designers are panicking..." can often better guide users to open.

2) Sugar Daddy

Our brains are more likely to recognize familiar things. When introducing new things or things that are not well-known, we can use familiar and well-known things to introduce them.

For example, Wang Ju, who became popular in the talent show Produce 101 some time ago, was reported by foreign reporters as "Wang Ju - the Chinese version of Beyonce". By borrowing Beyonce's popularity, it is easy for readers to position Wang Ju.

3) Scarcity

Anything that is scarce is precious and valuable. This not only conforms to economic principles, but also to the laws of content and entertainment.

When we create a title, we should think about how to reflect the scarcity of this article. For example, we can put words like exclusive, first release , exclusive interview, last time, and limited to 3 days in the title to increase users' desire to click.

For example, WeClass tweeted, "I heard you have been waiting for iTypesetting membership for a long time? The last 3 days of 618 will give you a 180-day membership! The last three days in "The Last 3 Days of the Game" reflect the scarcity of time.

4) Follow the trend

Everyone knows that you have to follow hot topics when writing articles or organizing activities. Sometimes the content has nothing to do with the hot topics, but simply making a simple change to the title can also help you catch the hot topics.

For example, yesterday (June 20), the title of the "Micro Interaction" tweet was "Breaking news, WeChat subscription account changed to " Today's Headlines ", the number of readers is facing a sharp decline? Zhang Xiaolong responded personally! ”, took advantage of the hot topic of WeChat’s revised version and the number of readings reached 18,080 in less than 24 hours!

02 Optimize the cover

1) Image size

After the cover image was revised, the size changed a lot. The original size is 900X500, and the reference ratio is 2.35:1 , so when we make the cover image, we can choose the size of 900X383 !

2) Header style

The new subscription account message interface has greatly increased the requirements for cover images, so the fun, aesthetics, creativity, etc. all affect the opening rate of the public account . The style setting of the header image can be considered from the perspectives of fun, aesthetics, and creativity.

① Use overlays, LOGOs, blank spaces, colors, etc. What these styles have in common is their aesthetics and high image quality. For example, GQ Lab uses the logo category.

② Make the cover image pure white, and set the title to pure white. If you are in the middle of an article and suddenly see an article that has nothing on it, would you click on it or not?

③ Use pure text: There are many ways to play with pure text. Single words, multiple words, all words and other forms are suitable for making covers.

3) Picture features

On the card-style display page, you need to distinguish your own account from other accounts. The most direct and effective way is to add the public account logo to the header image.

4) Image color matching

It is generally believed that dark-colored images have a higher opening rate than light-colored images, night-time images are better than day-time images, colorful images are better than static images, and hand-painted images are more distinctive. When choosing colors, consider your own positioning and choose colors that are more likely to attract user attention.

03 Choose the push time to attract users’ attention

Locally test the publishing time and push articles according to the reading habits of the user group. Generally speaking, tweets sent during the following four time periods are more likely to be read by users.

Push before 8:00

Target users and scenarios: Users will read articles on WeChat after waking up, while having breakfast, and on their way to work, especially to obtain news and information.

Push between 11:30-13:00

Target users and scenarios: During lunch time, people have plenty of time to read WeChat articles while eating.

17:30-19:30 Push

Target users and scenarios: After get off work, users will have free time to open WeChat and read articles on their way home or while eating.

Push from 20:30 to 23:00!

Target users and scenarios: Many users have the habit of looking at their phones before going to bed. After a busy day, they can have some time that truly belongs to them and lie down to read articles that can relax their body and mind.

2. How to improve retention rate / conversion rate ?

01 Focus on creating quality content

Content is king, especially judging from this revision, high-quality content can bring more user retention. Quality is more important than quantity. It is crucial to improve the quality of articles and increase their originality. Especially for small and medium-sized accounts and latecomers, if they grasp the content well, they will have the tools to tap into traffic resources.

02 Improve the long tail effect

After this revision, the menu bar has been marginalized, the number of steps to view historical information has increased, and the reading of historical articles will be greatly impacted. How to utilize existing resources to increase the click and reading rates of historical articles is a question that every editor needs to think about.

1) Add historical article reading entry to the text

When mentioning issues related to historical articles in the article, you can add hyperlinks to the relevant historical articles.

2) A historical article directory is formed at the end of the article

At the end of the article, a regular directory of historical articles can be formed, or pictures and text links can be added to guide users to read previous articles of the official account. As shown in the figure below, there is a table of historical articles at the end of the i-formatted tweet.

03 Try to send a plain text hyperlink

Accounts hoping to divert traffic can try to increase the conversion rate of pure text hyperlinks!

04 2 tips for playing

For 2 items, you can use a little trick and make a downward arrow to guide people to click on the content below 3 items.

Are we the beneficiaries or victims of this revision? Every person related to the official account needs to think about it. Without the revision, the overall traffic of WeChat will remain static and the opening rate will decrease. We will definitely be the victims.

However, after the revision, Tencent's move further decentralized traffic, resources, etc. So change is not necessarily a bad thing. When you are in trouble, you should think of change. Change will lead to success. When success comes, you will achieve success!

With the development of public accounts, traffic and resources are becoming increasingly concentrated, with 80% of the traffic and revenue controlled by 20% of people. This revision will have a great impact on large-sized head products in the short term, so it is inevitable that there will be some concerns. On the contrary, this change is an opportunity for latecomers and small and medium-sized accounts, which are more likely to carve out a niche for themselves through content.

This article was compiled and published by @操作二师兄(Qinggua Media) by @Operation Second Brother. Please indicate the author information and source when reprinting!

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