How to increase the opening rate of public accounts? Do these things well!

Maybe you often hear your colleagues and friends say: "Treat your fans as your own friends and pay more attention to the fans' experience on the platform"! Everyone understands the principle, but the levels of execution vary greatly.

The difference lies in one word: details.

In the previous articles, the editor talked about the naming and introduction of public accounts . Some friends were wondering, do I have to listen to you about such a simple thing? For some friends, this may be unnecessary, but I still see that most friends do not pay enough attention to these details.

You know, the user experience we often talk about all comes from some small details that most people don’t pay much attention to. This is also the fundamental difference between big size and small size. Details determine the experience, and real operations start from the details!

Today we will start by replying to this detail on the official account to find ways to further enhance the experience of fans on the platform.

Automatic reply when being followed is an essential step in building fans’ first impression. It is an integral part of the public account naming, avatar, introduction, and subsequent content push. So, if you really care about the fan experience, don’t ignore any details.

At the same time, automatically replying to being followed is also the first real interaction between you and your fans. In this interaction, we must try to let fans have a more comprehensive understanding of ourselves, deepen fans' impressions, let fans have more connections with the platform, and enhance the stickiness between fans and the platform.

As we all know, there are four basic forms of automatic replies when a public account is followed: text (text link), picture, voice, and video. After development or by using relevant tools , it is also possible to display the WeChat nickname of the person being followed and directly push pictures and texts. During the internal testing phase of the mini program , Tongcheng Travel's official account also had a mini program card pushed by the people being followed.

What a high-quality automatic reply should look like, Shitou has sorted it out:

The four elements of automatic reply when receiving attention: welcome to subscribe , introduce yourself , platform traffic diversion , and guide secondary interaction .

1. Welcome to subscribe

For a fan who has just followed your official account, an appropriate welcome message will greatly shorten the distance between you and the fan, such as the "It's a pity we didn't meet earlier" type that we often see. Of course, the language style varies according to the tonality of the platform;

2. Introduce yourself

This includes company introduction, platform introduction, function introduction, new products (activities), contact information, etc.

Fans have a preliminary impression of the public account after seeing its name, profile picture, and introduction. We can use the supplementary introduction in automatic replies to let fans know more about us and strengthen their impression.

3. Platform diversion

In today's era, many companies have begun to experiment with new media matrices to reach fans more widely. In the automatic reply, you can do some diversion according to the company's strategic needs. For example, other public accounts in the company matrix, its own shopping mall, APP, etc. (this reply from Logical Thinking is link diversion)

4. Guide secondary interaction

For example, setting " keyword " replies, guiding fans to pin the official account, guiding fans to view historical highlights, clicking the menu, etc. After this series of actions, the rate at which fans open the official account will increase greatly.

Are there some big names who don’t pay much attention to this? Yes, but it is not recommended to imitate them, such as the following two examples:

Of course, the above four elements can be flexibly combined and used to achieve a better effect.

When operating, please start from every detail. Your focus will definitely determine the results you achieve!

The author of this article @石 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games