8 ways to drive traffic to public accounts through short videos

Friends who work on short video columns are no strangers to using short videos to direct traffic to their own official accounts. It can be said that most teams have gone through or are going through this process. Xiaoyu often encounters some classmates asking, the effect of using short videos to attract traffic to the official account is not very obvious, are there any good methods that can be learned? Today, Xiaoyu will summarize for you: 8 major methods to drive traffic to public accounts through short videos, and see which one is more suitable for you.

Hard conversion

First of all, Xiaoyu mentioned to everyone that the first method is hard conversion, which appears more directly in our short videos. Hard conversion mainly includes video hard conversion and activity hard conversion.

1. Video hard conversion

Video hard conversion means that information about following a public account appears in the video to guide people to follow it.

(1) Paste a QR code or include the name of the public account in the video

Posting our official account QR code or official account name in the video is the simplest and most direct way to divert traffic. You will also see when watching short videos that the column’s official account and QR code will usually appear at the end of the video. But the disadvantage of doing this is that there may not be that many users who see the video to the end, which will result in your official account not being as exposed. This conversion method requires users to have a very high degree of completion in watching the video .

Another situation is that the QR code appears in the middle of the video, usually in the lower right corner of the video. This avoids the situation where the QR code is placed at the end and most users cannot see it. Compared with the above method, this method is more likely to be seen by users. As shown in the picture below, this is a short video column that mainly talks about finance. The QR code is placed in the video content. Especially when the video talks about some more important content, the appearance of the QR code can increase the exposure of the public account information.

(2) The actor mentioned the official account in the video

In addition to displaying the QR code and the public account name in the video, another type of video hard conversion is when the actors in the video mention the public account. In "Tang Tang Talks Movies", Tang Tang usually says before talking about today's main content: "Friends who haven't followed Tang Tang's WeChat public account, you can scan the QR code or search for WeChat ID ***, muah." In just one simple sentence, friends who are interested in Tang Tang should follow the official account. It is simple and clear.

2. Hard conversion of activities

Activity hard conversion, as the name suggests, is to tell everyone through short videos that there will be some activities to participate in, or to get some prizes, red envelopes, etc. by following the official account . The main purpose is to provide everyone with some small benefits .

(1) Follow the official account to get prizes, lucky draws, and red envelopes

We used this method when we were diverting traffic to "Yise Shen Ji Skills" in the early days, telling everyone that after following our official account "Yise Shen Ji Skills", they would receive small gifts every Thursday. This kind of conversion is to provide some small gifts to attract users' attention. The method is a bit like door-to-door promotion, where gifts are given by scanning the code. In fact, the conversion effect of this type is not very good. The user loyalty may not be very high. They just come here to get some small gifts. Therefore, we did not use this conversion form for too long.

(2) You can participate in the competition by following the official account

Some short video columns will organize some activities and transmit the content of the activities through short video content, thereby driving user participation. Users who want to participate in this event need to first follow the official account of the short video column. Compared with the above-mentioned form of gift giving, this type of conversion will attract some highly active users, and the activities held by the column are also related to the column, so the number of conversions may be lower than that of gift giving, but the user loyalty and activity will be relatively much higher.

(3) Video message lucky draw, the lucky draw list is on the official account

A lottery will be held based on the comments left on the video, and the list of winners will be announced on the official account. This method can actually bring two effects. One is that it can increase the interactivity of the video. Video interactivity is still very important for some platforms. For example, the attention related to the headline index. If fans read your content and comment on it, your attention will increase. The account activity in the Penguin Index on the Penguin Media Platform also emphasizes that active communication and interaction with readers is conducive to improving the corresponding index. While increasing the level of interaction, everyone can also follow the official account, killing two birds with one stone.

Content conversion

Content conversion mainly uses more exciting content in the official account or content that is not presented in the short video to attract people to pay attention to the official account. Compared with hard conversion, content conversion can attract more accurate users and have better conversion effects. Next, I will explain in detail several forms of content conversion.

3. Use the psychology of craving

Take advantage of the user's desire psychology, mainly in short videos, you show users a content that they feel they need after watching it. For example, you introduce an App to everyone, and users feel it is very useful and want to get the download link of this App to meet their needs. There are many conversion methods that utilize user desire psychology. The most important thing is to grasp the user's pain points and desire points. The following methods can be used.

(1) Related information

When a certain IP image in a short video is already well-known to everyone and has a certain number of fans, users can be guided to follow the official account by asking them for gossip about the actor. For example, the "Can Girl" in the "Can Video" became well-known through the "Can Video" and has a certain number of fans. So when watching the "canned video", a "canned girl" will appear at the end to remind you "Follow the official account to find out what I eat and play", etc. This is taking advantage of people's curiosity.

In addition, after following the official account, some teams will also share some behind-the-scenes footage and exciting content from the video shooting, which can be used as an introduction to guide everyone to follow the official account.

For conversions using relevant information, when a product appears in a short video or an app is introduced, but the purchase link of the product or the download address of the app is not displayed in the video, if you want to obtain this information, you can follow the official account. Just like "Dark Horse Commune", it mainly shares some IT knowledge with everyone. One of the issues is to introduce a cool mobile phone wallpaper that can make your Dock bar disappear. The traffic for that video was created as follows. If you want to get the wallpaper, you can follow the official account.

In fact, this kind of conversion is quite practical for some skill-based videos. The traffic is combined very well with the video content. If this skill really hits the user's pain points, the conversion effect is still very good.

There is also a method of converting relevant information, which is more suitable for some tutorial videos. It mainly attracts users' attention in the official account through the graphic version of the tutorial. For example, if you have a short video teaching people how to cook delicious food, you can put the corresponding recipes in the official account. This will make it convenient for everyone to check the tutorials repeatedly, and it will also be easier to refer to the recipes when making delicious food by themselves.

(2) Complete content

Some production teams will capture a portion of the short video content and post it online to whet everyone's appetite, but at the critical moment the video will come to an abrupt end, and a prompt will appear saying that if you want to get the full version, you can follow the official account to watch it. There is another type of conversion that is more like "Guan Ba". The title mentions two main stars, but only one of them appears in the video. If you want to know the story of the other star, you can follow the official account to get the content.

Such conversion requires high user stickiness. After all, it will cause some damage to the user experience. Therefore, for some column numbers that have not accumulated too many fans, it is recommended not to try this conversion method too easily.

(3) Related videos

For some short video columns of series of mini-series, you can try related video conversion methods. If you like a certain issue after watching it and want to watch the previous issues or are looking forward to the updated content, you can go to the official account to watch it, especially the first release on the official account, which is very attractive to some loyal fans. For example, the "Tang Tang Talks Movies" just mentioned emphasized in the video that the official account will update the content in advance to attract fans to follow the official account and watch the new content as soon as possible.

Another way to divert traffic is to use related videos. The official account will have videos related to or of the same type as the current short video, which can immediately satisfy your need to obtain more content. For example, Tencent Video will release trailers for some popular dramas, which are usually 2-3 minutes long. Some users will feel that they have not seen enough of this, and the video will contain information asking them to follow Tencent Video’s official account if they want to get more related video spoilers.

4. Curiosity

Taking advantage of users' curiosity to divert traffic actually means raising a question in the short video content, showing some phenomena that people are concerned about, or showing the skills that people want to acquire. For example, we have tried before to put how to get "another bottle" or how to get free drinks in the vending machine at the end of the video to arouse everyone's curiosity. If you want to get these answers, you can follow the official account. This method has also been used by many columns.

5. Video content revealed

Video content is used for conversion, which is more subtle than some other content conversions. Just like we have tried a conversion before in "Yise Shen Skills", which is to integrate the public account conversion into the lines when the actors are performing, so that users can unconsciously receive the video's diversion intention. This form is easier for everyone to accept.

You can also show your own official account in the short video. For example, this video talks about WeChat tips. The video content requires you to click on the WeChat official account you want to follow. At this time, the column’s official account appears in the camera, without deliberately emphasizing it for everyone to pay attention to . Or if you need a picture in a short video, we can put the QR code of the official account. We still don’t need to explain to let everyone pay attention, but just use the user’s curiosity about the QR code to scan it and achieve the effect of attention.

6. Interaction

The interactive traffic generation method that Xiaoyu talks about here is mainly to reply to the name of the public account in the video comments. When our videos are released on various channels, you can write our official account in the comment area, or reply to our official account in the user comments to attract everyone's attention. Some users will pay more attention to the comments when watching videos. So when our official account appears in the comment area, it also increases the exposure of our official account. At the same time, interaction will increase fan stickiness, make fans feel valued, and continue to pay attention to our content. This is why many teams list the number of fans as a very important evaluation value among the data indicators they usually pay attention to.

Special attention

Above, Xiaoyu told you some common methods to direct traffic to public accounts. In fact, there are some points that you need to pay attention to when directing traffic. Below, Xiaoyu briefly summarizes some of them.

7. The public account and the short video column number are the same

The first thing is that the official account and the short video column number are the same. This is the most important thing, and it mainly makes it easier for everyone to find us. Users themselves need to have a strong motivation to move from one platform to another. If there are some differences when users search, it will increase the cost for users to pay attention to us, resulting in lower conversion effects.

Therefore, Xiaoyu suggests that everyone should think from the user's perspective, and the name of our official account should be consistent with the name of our short video column. You can see that the official accounts of "Yi Tiao" and "Er Geng" are consistent with their column numbers, and this will not cause any doubts. The consistent names will also make the official WeChat public accounts more authoritative.

8. Other public accounts forward the video in your public account

If you want to help your official account gain more attention, you can actually forward it on other official accounts. As our short video column becomes bigger and bigger, we can also create a public account matrix. For example, a short video that mainly talks about technology can be subdivided into mobile phones, computers, etc. In this way, the public account can make some branches around the core to achieve the effect of the public account matrix, and the content can be forwarded to each other. You can also use branch public accounts to forward the content of the team’s core public account to achieve the greatest publicity effect.

Video content is key

Finally, Xiaoyu would like to emphasize that all the above conversion methods are based on good content.