How to increase the opening rate of pictures and texts in public accounts?

Recently, Ma Huateng , deputy to the National People's Congress and chairman and CEO of Tencent, revealed in a concentrated interview at the first "Delegate Channel" of the first session of the 13th National People's Congress:

The combined monthly active account numbers of WeChat and WeChat exceed 1 billion.

This should be the first Internet product in China with more than 1 billion monthly active users. It’s quite impressive. Every time I read the official news on WeChat, it’s all very good…

But with 1 billion monthly active users, looking at the number of pictures and texts opened on my official account is really touching.

Whenever it is late at night and everyone is asleep, we ask the heavens, why is this happening? The number of active WeChat users has been increasing, but the opening rate of pictures and texts in public accounts is getting lower and lower. What should I do if I can't sleep and lose my hair?

Note: The opening rate mentioned here does not refer to the overall picture and text reading rate of the official account, but refers to the official account conversation opening rate or title opening rate.

Now a 5% session open rate is considered good, which is much better than a 1% open rate! (Only 100 out of 10,000 followers will open the picture and text)

In such a tragic situation, how can we increase the opening rate of pictures and texts in public accounts?

Fighting! Fighting! Fighting!

Should we immediately launch a campaign to revise the official account?

I think most operators do this. If it doesn’t work, just change it. It will get better after some changes!

NO! This definitely won’t work. Even if you guess right sometimes, it’s still wrong.

In my opinion, most people die here immediately. When they encounter a problem, they start to work on it immediately without analyzing the cause at all. This is not good for either solving the problem or developing long-term thinking habits.

First of all, you should analyze the possible reasons for the decline in your image and text opening rate.

If you don’t know the possible causes, how can you eliminate possible influencing factors one by one? How to quickly test changes? How to find out what really affects your open rate and come up with the best solution?

Therefore, you should first list the reasons that may currently lead to a decline in the opening rate of pictures and texts on your own public account.

The next step is to find the reasons that really affect the opening rate of your pictures and texts, or the key influencing factors.

Because, the possible influencing factors we listed earlier are only possibilities, or hypotheses, and they are not the real reasons because the hypotheses have not been verified.

This step will kill a large number of people, because most people act based on experience. They randomly think of a few reasons that lead to a drop in the open rate, and then pat their chests and say that it must be caused by this, and then they go all out and take drastic measures.

If this is not verified, it is very likely to result in wasted efforts on the wrong direction, or you will narrow down the possibilities and run into a dead end.

While doing it, the leader started crying!

So, all unverified reasons are not the real reasons. But we can't verify without focus, which will waste time and energy.

Therefore, it is necessary to weight all possible influencing factors in advance, that is, to assign a weight value to each influencing factor.

This requires weighting each influencing factor based on its actual possibility, importance and difficulty of implementation. This is when experience comes into play, and you have to reasonably arrange the weight of each influencing factor.

Then allocate time and energy according to the weight of each possibility, conduct minimum feasibility verification, find the few causes that really have the greatest impact, and finally concentrate on solving the problem.

Here, Lao Zei puts together the three steps of proposing hypotheses (listing influencing factors), filtering possibilities (eliminating meaningless possibilities), and empowering each influencing factor. You can take a look.

Below, I have listed the possible reasons for the decrease in the open rate of my official account conversations, and given my corresponding weight values, ranging from 1 to 5.

● Is the name/avatar of the public account clearly positioned? ( 1. If it is a new public account, this weight can be higher)

● Does the title of the picture and text arouse the user’s curiosity? ( 5. The title can be given special consideration and needs to be polished frequently.

● Does the title of the picture or text hit the user’s pain points? (Same as above)

● Is the cover image interesting? Is it attractive enough? ( 3. If the cover image itself is relatively uniform and has its own characteristics, this weight can be lower)

● Is the cover image too complicated or too plain for users to understand? (Same as above)

● Does the tweet summary encourage users to click on the image and text? ( 3 , if there are multiple pictures and texts, it will not be considered)

● Is the push time the peak reading time for target users ? ( 3. The best time to post will change with the development of the official account and the user habits. If it has already formed its own characteristics, the score can be lowered.

● Is the quality of each tweet high enough to make users like it and click on it every time? ( 3. It is relatively difficult to improve the quality of tweets in a short period of time)

● Is the content positioned vertically or continuously, making users want to watch it continuously? ( 5. If the content itself is highly vertical, the score can be lowered)

● Are the fans of the public account all targeted traffic ? ( 2. For example, those who frequently increase their followers through voting can get a higher score)

● Are commercial tweets or advertisements frequent, reducing user stickiness? ( 2. Fewer commercial ads can lower the score. If it cannot be avoided, try to make it more acceptable to fans.)

● Is there a community specifically for fans? How active is it now? ( 4. The activity of fans themselves is crucial to the opening rate. If there is a community score, it can be lowered)

● Do you often do some activities or interactions that fans like to increase activity? (Same as above)

● More similar public accounts have appeared, and the differentiation is not obvious, so users are diverted ( 2. If you find that competition is intensifying, you can increase the score.

● Have the current external publicity and promotion efforts and effectiveness declined? ( 3. External exposure will also promote user opening rate. If you have not done it before or have done less recently, you can increase this score)

● How is the personalization and individualization of the official account? ( 3. If the personality and differentiation are very obvious, the score can be lowered

Of course, there are many influencing factors, and the most important thing is to list the ones that are truly relevant to you.

Okay, now that we have proposed these hypotheses, the next step is to verify them.

Lao Zei recommends a verification idea to everyone, which is divided into 5 steps!

First, determine your operational goals in advance; then determine several key indicators that can verify whether your strategy is feasible; then formulate and implement new strategies; then count the key data in the test cycle before and after the "change"; finally, verify whether the key goals have been improved.

In short, proposing a hypothesis and verifying a hypothesis are two completely different things.

You can't just rely on your feelings or existing experience to keep doing hard work. The correct way should be based on concrete experience, reflection and observation, active practice, and so on.

Such behavior not only helps us accumulate correct experience, but also increases our core competitiveness. The most important thing is that this way of thinking will benefit us throughout our lives.

So, whether or not your open rates are dropping, remember:

Throw out the problem to be solved - analyze the problem - propose a hypothesis - verify it - solve the problem.

By the way, for public accounts, I prefer a situation where the title opening rate is very high and the conversation reading ratio is very low. You can think about it carefully, or you can analyze those popular articles to see if this is the case?

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

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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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