How to use the KOLs at hand to make a good New Year’s greetings compilation? Share some tips

With the New Year being such a hot topic, every operator will rack their brains to find opportunities for activities. Have you thought about it? Why not follow the editor to see how to use kol to make a New Year greetings collection?

So, what are some of the tips? The editor of Qinggua Media is here to share with you.

The selection of KOLs is the most crucial link in determining whether an event will be successful. Of course, the premise is how many high-quality users you have accumulated in your daily operations. This is a process that requires basic skills and long-term investment. It is not easy to see results in the short term, but the more you persist in doing it, the greater the lethality will be in the future, and it will become greater and greater. Of course, you can also cram at the last minute and look at the entire industry to invite some heavyweight KOLs, which will probably require some material costs.

1. Give priority to the KOL with the greatest influence on your own platform

This part of users has a large number of fans on the platform and can form a trend of one call and a hundred responses. Once selected, both the user himself and his fans will help you spread the message very well, so the articles or special topics you create must have a sharing function. This will be very fast and effective.

2. The second is to invite some of the most influential KOLs in your industry

These people may not be active on your platform. For example, when I was making a New Year greetings compilation before, most of them were internet celebrities, but every time I would invite some celebrities to help out. We were able to invite Yang Mi, Feng Shaofeng, Tang Yan and other celebrities, and we didn’t spend a penny. This is inseparable from the effort we put in on a daily basis. But once these people arrived, the level of the entire event was greatly elevated.

3. Number of KOLs

The largest number of people I have invited to the New Year greetings collection I have made was 66. I spent a long time Photoshopping the header picture. It was very cool at the time, with a group of beautiful women, handsome men, and celebrities. The effect was very good and the number of clicks was very high.

To sum up now, I think the principles are nothing more than: either the quantity is large enough, or the quality is absolutely excellent, but quality comes first, it must not be bad, and it must not be shoddy. Every user on the list must have sufficient reasons. Either they are well-known figures in the platform or the industry, or they have good hardware conditions and are beautiful, excellent, and big names. When the final activity is released, it must surprise everyone.

In terms of absolute numbers, if you are pursuing excellence, 10 to 20 people is appropriate, provided that these people are shocking enough. If you are pursuing more, 50 to 100 people at most will be enough. Otherwise, not only will the workload be heavy, but the pages will also be too redundant. It also depends on how much resources you have.

All New Year greetings activities must have a fixed theme so that readers can know at a glance what you want to express. There must be a joyful atmosphere, and the level of the invitees must also be highlighted. You can use words like "XX beauties", "XX top celebrities", etc., and you can also mark words such as "video". If it is a special topic, you can appropriately reflect their outlook for the coming year based on the positioning of your platform, and similar things.

For background images or promotional images, you can find the most eye-catching (most beautiful) and most famous one from all the selected KOLs. This way, when you promote it or when users click in, they will know at the first time that what you have made is awesome enough.

For the content part, it would be best if each selected person has photos or videos, which requires you to ask each of them to prepare in advance and select the finished products in their best condition. If some people really don't want to show their faces and are not confident about their looks, they can use some Photoshop or beautify the photos appropriately. If that doesn't work, they can only use masks or props. However, such photos should never be used in promotional pictures or the header part of the entire article/special topic, otherwise it will only reduce the quality.

When writing blessings, you can ask each kol to provide content based on a specific topic, so that the entire article/topic will be more in-depth and readable. If the number of people is small but elite, you can let each kol write as much as possible, and even assign different topics to them. For example, if there are 10 people, each person can control the word limit to 500 words, or it can be more concise. For businesses with strong attributes, the word count can be relaxed, but I do not recommend exceeding 1,000 words (it can be broken down into several subheadings ). But if there are a large number of people, such as 50 people, the number of words must be strictly controlled. If it exceeds 200 words, it will be a problem.

In short, the principle is to make the whole look full, comfortable and readable for users to read, rather than just for fun.

The purpose of this activity is definitely to gain greater exposure and influence. Of course, what you make has to be really good, so every detail must be taken care of during the event planning and production stages. Either don't do it, or do it to the best of your ability, at least so that you can have a clear conscience. Regarding traffic diversion and applying for recommendation positions, I don’t need to share any details, as big companies must know these skills. I will talk about some details that are easily overlooked, or ways to save costs.

1. Use existing core users for guidance

A truly good campaign depends on the number of interactions and shares, which are the core indicators that directly reflect word-of-mouth, rather than simply looking at UV and PV. Otherwise, you just need to apply for a bunch of recommendation positions. For an activity of poor quality, the more recommendation positions you apply for, the more resources you waste, and resources represent costs and money.

Once the activity is launched, we can first guide the existing core users, who will serve as the first batch of seed users , to participate in comments or sharing. At least these people will not say bad things about you, which will naturally serve as a good demonstration effect for those who come later. In today's Internet age, it is very naive to expect that every user who sees your product will truly feel that your product is good, praise you, and help spread it.

Sometimes we have to use a few small favors to help spread the word. Details are important.

2. Use each KOL’s fans to help you spread the word

Therefore, you need to be more careful in your daily life, such as hanging out in some of their fan groups, or helping them build their fan base on your platform. The role will be reflected at the critical moment.

I believe that every fan loves them and helps you spread the word for free, so let it happen naturally.

3. You can set some bonuses in the event

Back then, when content was scarce, good wine would sell itself. This is an era of content explosion, and every company is creating content. Back then, the cost of organizing events was extremely low. Then Weibo came out in 2009, and in the years that followed, events were ruined. Money was spent as if it were nothing (it was the boss’s money after all). It was no longer scarce, so it had to be shared equally.

In this environment, we are forced to set some jackpots. Good wine needs to be hidden in a remote alley. Otherwise, even good things may be drowned in the vast ocean of content. Red envelopes, privileges or other incentives can be set up in activities to ensure a certain probability to increase the probability of dissemination. Of course, you can also set up some slightly more complicated gameplay, such as "Collect XXX to get XXX", and similar.

In the process of specific operations, we will inevitably encounter some pitfalls, such as the following problems:

1. Question: What should I do if I am rejected when inviting a KOL?

Answer: This depends on how you maintain your relationship with your kol. If you don’t do enough homework, it is reasonable to be rejected. Solution: Tell him the importance of this event and its value to him. Either continue to impress him with your sincerity, or give up and find someone else.

2. Question: What should I do if I don’t have enough resources to make a cool page?

Answer: A cool page is indeed an important factor in making this event a success, but it does not mean that it cannot be done. What is the most awesome operation? That is, with help and external force, the work can be done better; without help and external force, the work can still be done beautifully. Otherwise, what's the point of you operating it?

The form is just a skin, the content is the foundation. Spending more time on the various details of the entire process can make up for many external deficiencies. There are also ways to overcome low things.

3. Question: What should I do if the content provided by the KOL is not of uniform quality?

Answer: Give the KOLs a fixed template and give them as little freedom as possible. For example, the direction of the content provided, the requirements for illustrations, the requirements for photos, the number of words, etc., so as to ensure that each kol is unique.

4. Question: How many people are needed to complete the activity?

Answer: For any operational activity, there is no requirement for a certain number of people to complete it. One person has his or her own way of doing it, and multiple people have their own ways of doing it.

The New Year's greetings activities we are talking about today can be completed independently by one person.

5. Question: Are controversial KOLs suitable for this event?

Answer: The more popular a person is, the more controversial he or she will naturally be. As long as this person is positive and will not have an adverse impact on the reputation of your platform, and he or she has a certain influence in this field, then he or she is qualified as an alternative. We just need to consider all the candidates comprehensively, from high to low, and give priority to better kols.

The first is the concept of time. The general preparation time can be reflected as one month. If you are quick, you can prepare it 7-10 days in advance. The activity is usually launched within a week before the New Year and ends the week after returning from holiday, and can be extended to the Lantern Festival at the latest.

The second is to apply for resource positions for the event. The time must be advanced. Companies of different sizes vary. Large companies must apply earlier because the communication costs are high. The more resources there are, the better the results will be, there is no doubt about that.

The third is that the activity cannot select KOLs who have a negative or negative impact on the platform. Because the entire event itself is aimed at brand and reputation, the people selected should be able to adequately represent the tone and values ​​of your platform.

The fourth is real-time tracking of activities. For all operational activities, the executor must track the entire process, especially activities, because they may ferment at any time. Even during the Chinese New Year, when you are watching the Spring Festival Gala at home, you have to pay more attention to it every day and look at the user feedback.

The fifth is the review and summary of the activities. The summary is not just about focusing on the data. For operations, resources are always the most important. UGC-type activities are always just the beginning, not the end, because resources can always be used many times. Maybe they can continue with the New Year's greetings activities next year. So through this activity, think about how to do better next time and how to accumulate more resources. This is the most critical thing.

Today's topic may only be a small part of everyone's work. But small things can always reflect big problems.

I hope this article can help you. I would also like to take this opportunity to wish everyone a happy new year! Happy New Year!

This article was compiled and published by @类类 (Qinggua Media). Please indicate the author information and source when reprinting!

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