The public account loses followers as soon as it is pushed, why don’t you rescue it quickly?

How many editors dream of having 100,000+ fans, racking their brains to gain fans crazily, and even turning their black hair into white hair.

I choose topics, write articles, and work hard on typesetting every day. I work day and night to organize events and shamelessly seek promotion everywhere...

After much effort to increase the number of readers and gain a group of fans, two words fell from the sky:

Unfollow!

Unfollow! Lost fans! I feel terrified when I see these two words. I lose followers when I don’t push the message, and I lose even more followers when I push the message. This is the most painful thing for a new media editor!

After all, those who are leaving are a group of people who once paid attention to me. You want to leave, but I can't keep you. Who wouldn't feel heartbroken?

So what can we do about such a tragic and miserable situation?

Apart from staring at the data for an hour, at least we need to know: if the user followed you in the first place, there must be a reason.

It may be because of one of your articles, a column, a function, a service, an interaction, an event, etc.

Correspondingly, after a period of time, he unfollowed again. There must be a reason. In Lao Zei's opinion, there are mainly three situations:

1. He doesn't like you anymore, and there's only so much you can give him. If you can't get what you want, just unfollow him;
2. He falls in love with other similar accounts. What he wants can be better satisfied by others, so what's the point of keeping you?
3. He no longer pays attention to this field and has unfollowed all the accounts in this field.

Of these three situations, there is no need to explain the last one. The user's attributes have changed, and he is no longer your target fan group. It is useless to retain him. We will focus on the first two situations.

To put it simply: Why do fans dislike you anymore? What makes you worse than other accounts?

This is the first question we must think about.

Many people like to work on it sloppily after discovering a problem, without analyzing the cause at all, and just make changes wherever they can. This is definitely not the right approach, even if you guess right sometimes, it is still wrong.

If you don’t analyze the reasons why your public account lost followers, how can you really find the key factors to reduce the rate of fans unfollowing and solve them?

To this end, Lao Zei will talk about the possible reasons for the loss of followers of public accounts from four aspects, hoping to help everyone better analyze this problem.

1. Content is whether it retains users

Even if you carefully select topics and post your posts every day, it will be useless if people just click on them and glance over, and your content doesn’t retain people or gain their recognition.

1. Is the positioning of your official account clear?

The most frightening thing about running a public account is that there is no clear positioning, you don’t know what you want to do, and you don’t know which content to push under the positioning.

The daily content may be just this and that. Today it’s about cooking, tomorrow it’s about how to put on makeup, and the day after tomorrow it’s about raising pets. The content is very messy, and I write whatever I think of.

You are so confused and your fans are all confused, how can you not unfollow you?

This is a very core issue. First of all, the positioning of your official account must be clear, specialize in a certain area, and be proficient in it.

There is a very simple method: you can randomly find a few people, look through the historical articles of your official account, and ask them how they feel. You may have the answer.

2. Is your content of relatively high quality among similar public accounts?

Have you ever compared your content with that of similar public accounts? Are you working harder than them to create high-quality content?

This is a very realistic issue: the more we do for our users, the more support they will give us. This is a mutual relationship.

Users are not fools. They will choose a public account with better content. If they cannot compare with others in the long run, it is only a matter of time before they unfollow it.

3. Does your article create a slide for readers?

When a user is reading our article, although any point at any time may trigger the unfollowing, if he can read it in its entirety, the possibility of unfollowing is much smaller.

On the contrary, if users stop reading midway, the possibility of unfollowing them is much higher, so we should try to reduce the situation where users close articles midway.

The creation of the "slide effect" is:

Every sentence, every picture, and every element in our content is designed to make the user slide down a slide after starting to read the article, making him unable to stop reading until he finishes the last sentence.

for example:

1. The beginning of the picture and text should arouse the user's interest. The purpose of the first sentence is to make him read the second sentence, the purpose of the second sentence is to make him read the third sentence... and so on.
2. The article uses many short sentences and has a compact narrative, which keeps the user wanting more and creates a good tension.
3. At the end of a paragraph, a very short sentence is used to entice readers to continue reading. For example, “Here comes the really exciting part.”
4. …

4. Is your content continuous, making users want to wait and see?

This is also a key factor in whether the content can retain users.

Just like offline sales, it is usually difficult to close a deal with a customer during the first visit. It often requires 4 to 16 consecutive visits.

The same principle applies to your fans reading the content of your official account. When they see your article for the first time and think it is good, they may follow you, but it is only temporary. They just want to read the follow-up content.

But when he reads your article for the second or third time and finds that it is highly vertical and is a series, the fan stickiness will be greatly improved and he will often wait for you to push it.

Even if your content doesn't perform well a few times, he can accept it, and this is considered a real "deal".

5. Is your content improving?

In such an era, no progress means regression.

The same goes for running a public account. Have you upgraded your content accordingly to follow the changing trends in the industry? Or have you expanded upon your positioning?

If not, it is more dangerous.

Let me take Internet operations as an example:

When Toutiao was popular, many operators wanted to know more about Toutiao's operation methods and recommendation mechanisms. They wanted to improve, but you didn't follow up;

Later, short videos became popular, and they all started to learn about this knowledge, but you still didn’t move... You have been doing the same old three things in a cycle for a long time.

What's the result? If the user has made progress but you are still standing still, of course he will leave.

If you want to keep people, you have to progress with them, and even progress further.

The above are all about the possibility of users unfollowing from the perspective of content. You can compare them. This aspect is definitely the focus, but the following aspects cannot be ignored.

2. Is your user experience good?

Running a public account is like making a product. If the experience is bad, it will be difficult to retain users.

The polishing of the user experience is endless, involving every detail and every aspect.

The good thing is that for most users, the requirements are not that high, and creating a public account experience is not as difficult as polishing a product.

There are many, and we can start optimizing the experience right away.

1. Is the visual experience of the official account bad?

For example, the illustrations, layout, and editing are particularly bad.

In this situation, users usually unfollow because they can't stand it anymore. It is the most inappropriate to die over this, so I won't say more.

2. Are there too many advertising tweets?

This is definitely a key factor in losing followers. Even if you don’t unfollow them for the time being, such commercial tweets or advertisements will greatly reduce user stickiness and affect the experience.

In this regard, Lao Zei has a few suggestions:

• Reasonably arrange the push density of advertising tweets
• The more often you promote ads, the more you should create better regular content to give back to your fans.
• Carefully review the advertisements received and be responsible to the fans
• Try to use advertising content in a form that they prefer and are more receptive to.

3. Is it a long-term clickbait ?

Please note that what I am talking about here is "long-term" clickbait . It's okay to do it once or twice, but if you do it frequently, it's basically suicide.

Every time a clickbait headline is used, it consumes the fans’ trust. After a long time, no one will be so stupid as to do that.

4. Is the push frequency too high or too low?

Every public account will have its own push time and frequency, but there is one thing: don’t push just for the sake of pushing. If the quality is not up to standard, it is better not to push.

If you don’t have that much content output or have limited energy, you can ensure the quality of push notifications by reducing the frequency of push notifications. Push notifications every day do not necessarily retain users.

On the contrary, bad content actually drives them away.

However, don’t stop posting for several months. At least one post a week is the basic requirement, so that people don’t think you’ve died.

5. Do you often fail to reply to background messages? Not replying to messages?

If someone sends you a message or leaves you a message and you don't reply, then you can only wait for death.

Especially the message section, you must make good use of it, reply when necessary, answer when necessary.

We encourage everyone to leave messages frequently to form positive interactions.

6. Is your official account function or service experience bad?

For example, if a functional public account or a public account has some additional functions added to it, but the functional experience is poor and there is basically no update or iteration, it will be replaced sooner or later.

Another example is service-related public accounts, where the service is not timely and adequate, or service flaws are not resolved in a timely manner.

There are also public accounts that often sell goods. If the things they sell are of poor quality or even fake, can users just unfollow them?

Just like many people who sell courses nowadays, if the courses are not good and there are no requirements for the courses they launch, they will lose fans in batches.

7. Is it easy to get the key highlights of the tweet?

In the era of fragmented reading, users' attention is always less focused. They tend to read quickly by scanning or in a jumpy manner.

At this time, many key parts of our article may be directly ignored.

This will definitely affect the user's reading experience, including their judgment of the official account.

There is a simple 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.

At this point, you will definitely re-examine your experience with your own official account.

But don’t be in a hurry, it’s best to think about the next question at the same time.

3. Is it just you writing for him to read, or do you want to become friends?

If we fail to establish more relationships with users and only connect with them through tweets where “you write and they read”, this relationship will be very fragile.

Moreover, with this kind of weak relationship, users will feel less "burdened" to unfollow others, so we must be on guard!

1. Are there frequent user interactions?

We often say that in order to make the official account more popular, in addition to high-quality content, you can also pay more attention to user interaction so that you have more intersections with your fans.

For example: Mi Meng has various content collections at the end, Xin Shi Xiang has evening prayers, Caobian Wang Shi has meditation moments, Late Night Hair has topic discussions, Chan Chuang Yi has various shameless votes...

These are all forms of user interaction that they have explored during their long-term operations. They match their own positioning or business, are also liked by users, and can better enhance the relationship between the official account and fans.

There are actually many forms of interaction with public accounts:

• You can add a heartfelt word/small thought at the end of the picture and text
• You can answer one fan question every day
• You can collect readers' stories and then publish them
• You can initiate various interesting polls
• You can even prepare fan festivals and so on…

I have recommended these methods to many people. Not only do they increase activity and reduce the rate of unfollowing, but the interaction of some public accounts has even become a highlight. This is why people follow public accounts.

2. Do you often prepare small gifts/surprises for your fans?

Different small gifts, or small surprises from time to time, can arouse fans' peak experience and make them have a better memory of the official account.

I mentioned a principle about peak experience before:

Most of the time, our memories of something are at some key moments, but we will basically forget the length of the experience and the ordinary experiences.

Small gifts and creating a sense of surprise have always been a good way to create key moments in the marketing operation process. No one can resist a surprise.

As long as users can feel different surprises during the same experience, they will always favor you more.

A brand that can surprise its users is always popular.

For example, you can prepare some things that readers really need in advance on the official account, and users can get them by replying to corresponding keywords in the background after reading the article.

Another example is preparing some small surprises for readers, such as books, tool kits, fan discounts, red envelope passwords, privileged services, memberships, etc. These are all to create key experience moments for the official account and make fans more fond of it.

3. Does your official account have a personalized shape?

Since the goal is to make friends with fans, fans would definitely prefer to make friends with a person rather than a machine.

Then the official account must first shape and output the personality image.

This is also what all the big Vs are doing. Our public accounts are not robots, and fans will not like a cold account. They like living people with flesh and blood and personality.

So, what kind of person is your official account? Does he have his own label, personality, attitude, and values? Do you have your own catchy sayings, favorite things to do, and little quirks?

4. Have you set up a community specifically to maintain your fans?

If we simply talk about maintaining fan relationships, public accounts are definitely no match for social networks.

Lao Zei discussed this issue with some self-media people before, and they all generally believed that after having a dedicated fan group, the unfollow rate would be much lower.

Users become social groups and truly connect themselves with their fans. The value generated by this link is not limited to user maintenance, but also includes brand communication, event communication, product research, direct sales, etc.

This community can be a WeChat group , a knowledge planet, or a rice ball.

These platforms can do a good job of maintaining fans, allowing fans to find their groups and make emotional investments.

5. Have you encouraged your fans to invest more in your official account?

When people decide whether to do something, they will not only look at whether it is good for them, but also how much they have invested in it in the past, such as time, money, emotions, energy, etc.

I think everyone has heard of "sunk costs":

The more a person invests in something, the harder it is to give up.

The question is: besides getting users to invest time in reading articles, what else has your official account done for them that makes them less willing to unfollow?

What Lao Zei mentioned before, collecting user opinions, is a way to get users involved.

Users can also participate in the operation of official accounts or communities, making them feel more involved and investing more energy and emotion.

For example, you can help review manuscripts for the official account; plan events together, think about topics for the official account together, and promote the official account together; participate in the division of official account columns, participate in discussions on development directions, etc.

Having said that, many problems of a public account should have been exposed.

But there is a problem: I don’t know whether my official account is doing well or poorly in all aspects, and I have no reference.

It doesn't matter! The following question will give you a clearer judgment.

4. How are you worse than your opponents?

Does your official account have different content or viewpoints compared to other accounts? Is there anything that fans won’t see or will be hard to see elsewhere?

Do you have features, services, or user experience that others don’t have?

This is the key factor in whether users choose to continue paying attention. If they are all the same, users will definitely not bother to pay attention.

One of the biggest obstacles to the operation of public accounts at present is the serious homogeneity.

It is not just the homogeneity of categories and functions, but also the homogeneity of topics and even content.

For a public account that is the same in every way, why do readers choose to follow us instead of others?

In other words: if users unfollow us and follow others, there must be some areas where we are not as good as others.

What should I do?

The most direct way is to learn from what others do well and optimize it based on your own account.

By analyzing and comparing competing products, you can also more clearly judge the problems of your own public account.

Not only that, we also need to add some differences to the official account, such as functionality, services, and content, to make the user experience more satisfying.

For example, comfortable layout, special pictures, diverse content forms, more interactions, etc.

The biggest difference between public accounts should be your style, or personalized attributes.

I have seen many public accounts whose content is not very good, but their personal charm is very obvious and they have won the favor of many fans.

Therefore, we can add more style and characteristics to the official account. Having our own characteristics, the more obvious the differentiation features are, the greater the competitive advantage will naturally be.

OK, here I have talked about the possible reasons for the loss of followers of a public account from four aspects. I hope it can help everyone better analyze the problem of losing followers of a public account.

But everyone must remember that each of the above points is based on experience and assumptions, and how to ultimately solve the problem of losing fans still needs to be verified.

Sometimes, simply adopting something that is not only useless but may even kill you.

Okay, that’s all I have to say. I hope it’s useful to you.

In short, the issue of losing followers on a public account seems to be a problem of fan growth, but in fact it is a process of self-examination and continuous improvement, and there is still a long way to go.

above.

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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