Teach you how to operate your circle of friends step by step

In addition to operating social groups and personal accounts well, the circle of friends is also a very important scenario for private domain traffic, and it can often achieve a multiplier effect.

But what seems like a simple thing is a big problem for many businesses:

I posted a lot of content, but was blocked by the client in the end;

The content is extremely boring and no one interacts with it at all;

It took a lot of time, but didn’t result in many conversions in the end;

…

So how should we post on WeChat Moments so as not to offend users and at the same time build a trusting relationship with users and generate repeat purchases? It seems like a simple thing, but it actually has a lot of mysteries. Here I will tell you the specific practical methods!

3W1H of WeChat Moments Operation

To sum up how to operate the circle of friends, it is: use standardized processes to let the right people see the right content at the right time.

Next, I will use the 3W1H structure (Who, When, What, How) to discuss with you in detail the experience of operating the circle of friends.

1. Who: To whom?

If you never set up groups when operating your circle of friends, then you are unqualified. The same Moments content sent to different users will have different effects.

For example, in the private domain of maternal and infant products, among the friends added by one account, 200 are of high consumption level and 800 are of medium and low consumption level. If a high-priced product is indiscriminately promoted in the circle of friends, then at most only 20% of customers will be interested, and a lot of the other 80% of customers may be lost.

Therefore, we must think carefully about each of our circle of friends and decide who we are sending it to. What kind of content is sent to what kind of user, and there should be a one-to-one correspondence, which can better facilitate orders.

Before that, we need to do a good job of customer tag management. Here are some reference tags:

Gender, age, place of residence, birthday, channel source, interests and hobbies, consumption level, consumption motivation, consumption frequency, membership level, etc.

2. When: When will it be sent?

Many businesses have no plans for posting on WeChat Moments. They post whenever they want. Each post receives very few likes and even fewer comments.

Therefore, we need to first understand the user’s habits of browsing Moments and choose a time period when the user is relatively free. Here are 4 recommended prime time periods for posting on WeChat Moments.

In fact, the time to post on Moments is similar to that of pushing articles on public accounts. It just means choosing a time when users have more time and publishing them in a concentrated manner. This is why many public accounts choose to publish at night.

Although the work of the Moments seems easy, it is not easy to post regularly and continuously every day. The content of Moments is diverse in form and updated frequently. In the actual operation process, missed or wrong messages often occur, which is not conducive to the creation of personal IP and the establishment of user trust.

《Friends Circle Content Planning Table》

Therefore, it is recommended that you make a content planning table for your circle of friends in advance on a weekly basis, and prepare the corresponding content or materials to form a sop, which can make the operation work clearer, standardized and systematic. On the one hand, it can improve the work efficiency of operators, and on the other hand, it can allow newcomers to take over the work quickly.

3. What: What content to post?

When operating a circle of friends, it is best to have a certain understanding of the users, know what content they like to watch and what content they are willing to pay for. I summarize the content of the circle of friends into three dimensions: user-related, personality-related, and product-related.

Category 1: Product related

Content related to the company, brand, and product is the key copy that converts users and generates repeat purchases.

1. Product Services

The content of the product is the most critical part, but you should be careful to control the number of product-related circles of friends. We need to have a "user perspective" and start from the user's pain points. What problems can we solve for the user? What services are provided? What are the advantages over competitors? Only when your content touches the user's heart can it trigger purchase.

2. Buyer Show

Buyer shows are great material for sharing on WeChat Moments, as they can give users a positive perception and help them clearly understand the product. For example, what positive comments do users give after using the product? What results have you achieved by using the product? Is it worth recommending to others?

3. Authoritative endorsement

Use an authoritative third party to demonstrate your professionalism and prove that you are trustworthy. For example: "I am here to receive the award today. Thank you for the invitation to the xx conference. I am honored to be selected. This is an affirmation of us and will inspire us to keep moving forward."

Category 2: Personality related

Build a circle of friends around the IP persona you have established, create a real person, and increase users' trust in you.

1. Output of opinions

When you encounter hot topics, you can express your opinions, but never make extreme remarks or express negative emotions.

2. Record your life

Record everything that happens around you at any time, and present it through the character's daily life, work and study, leisure and entertainment, to get closer to users.

3. Professional image building

Publish some popular science content, method tutorials, and solutions related to industries, brands, and products to make users feel that you are professional in this field and can get professional guidance from you. Professionalism creates value and enhances trust.

Category 3: User related

1. Entertainment and interaction

You can post some interesting entertainment and interactive content to help enrich your personal image. For example, brain teasers or content that can trigger user discussions can increase user interaction in the circle of friends. Common forms of interaction include questions and answers, surveys, topics, selections, likes, etc.

2. Welfare activities

Regularly hold activities such as raffles and welfare distribution in the circle of friends. New product trials, user surveys, etc. can all be packaged as interactive benefits.

According to the relevant survey of "2021 Douyin Private Domain Operation White Paper", different groups of people have different consumption behaviors. For example, housewives’ decisions are greatly influenced by the information shared in their circle of friends. For this group of people, you can send more product content with welfare bait.

As for which dimension of content should be published more and which should be published less, a comprehensive judgment can be made based on the population portrait mentioned above, as well as the company's product types, IP image and other angles.

4. How: How to send?

In this part, I will mainly share some operational skills. After reading the following, you can avoid many pitfalls.

1. Publishing skills

(1) Ensure the quality of the pictures you publish. If your pictures are not clear to begin with, they will become even blurrier after being published.

(2) It is recommended to post 1, 2, 3, 4, 6, or 9 pictures. Any more than that will appear uneven. It is best to put a picture directly, and the picture content will be fully expanded.

(3) The maximum number of lines of text in a Moments circle is 6. Once the number of lines exceeds 6, the part exceeding the limit (including the 6th line) will be hidden in the "Full Text" column, and users will need to perform additional operations to see the remaining content.

(4) If there are more than 9 pictures to be posted, use photo editing software to stitch them into a long picture so that you can post as many pictures as you want.

(5) Please remember to obtain the user’s consent before posting testimonials, and blur sensitive information such as names and profile pictures.

(6) Bring in the blue #topic, long-tail traffic is a matter of accumulation.

(7) Don’t post too many messages in a row on your Moments. Keep them separate, separate, separate.

(8) Unless there are special circumstances, do not set your Moments to be visible for three days, just open them all.

(9) If multiple accounts publish the same set of materials at the same time, remember to fine-tune the copy and images. 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 can.

2. Interaction skills

(1) Use the comment section/like button

Selectively like the Moments posted by users, with key users getting at least 2-3 likes per week. You can also write some heartfelt comments to make users feel that you are a real person, not a machine posting on Moments.

You can make some additions in the comment section of your own circle of friends, such as detailed links and activity guidance words. You can also promote user activation through some likes and lottery activities.

(2) Question-type topics

Select a controversial topic, ask questions, and enhance interaction with users. You can search for the top hot topics on Weibo and Zhihu.

(3) Voting

For example, a new profile photo was recently taken and users were asked to vote on which one looked better. Asking users to answer multiple-choice questions instead of short-answer questions will lower the threshold for participation.

(4) Decryption content

Publish some psychological test-type content and let users actively send private messages to get answers.

3. Clean up your friend circle appropriately

Clean up some friend circles regularly to avoid affecting the user experience. For example:

(1) Moments containing product advertisements should be deleted regularly;

(2) Delete any Moments content that floods the screen within a short period of time in a timely manner;

(3) The friend circle of an event should be deleted promptly after the event ends.

4. Operational Tools

Share some tools to improve operational efficiency, all of which are mobile apps for easy operation:

(1) Image

Image beautification: Light Camera, Meitu Xiuxiu, B612, etc.

(2) Video

a.VLOG shooting: WIDE

b. Editing: Cut and Edit, Second Edit

(3) Poster design, Maker Post, and Monster Picture

(4) Notes

WPS Notes, Evernote, Youdao Cloud Notes

Final Thoughts

At the WeChat Night in 2021, Zhang Xiaolong, President of the WeChat Business Unit, revealed: 1.09 billion users open WeChat every day, of which 780 million users enter Moments, and 120 million users post to Moments.

With the development of private domain traffic today, Moments has become an indispensable part. For brands, the era of "good wine needs no bush" is long gone. Only by firmly grasping the trend can we adapt to the trend of the times.

The correct method has been told to you, all that remains is to persist.

Author: Yan Tao Sanshou

Source: Yan Tao Sanshou