How to use new media to promote products

Before explaining new media operations, let’s first break down what new media is? What is Operations ?

The concept of new media

Baidu defines it as follows: "New media refers to the current environment where everything is media. Simply put, new media is a kind of environment . New media is a relative concept. It is a new media form developed after traditional media such as newspapers, radio, and television. It includes all digitized traditional media, online media, mobile media, digital television, digital newspapers and magazines, etc."

Concept of Operation

Operations are based on specific products and are guided by the company's phased development requirements. Through the configuration, implementation and optimization of operation resources (people, finance, channels ), the correlation between the product's target population and the product is continuously improved. (This paragraph is quoted from the Internet)

For current new media operations, most companies use WeChat public accounts , Weibo, QQ, industry communities , live broadcasts , and related industry websites as platforms to produce and promote content. Today, I will mainly explain my insights on new media operations from two aspects: WeChat official accounts and content operations .

The difference between WeChat subscription accounts and service accounts

To summarize in one sentence: service accounts are mainly used to provide users with more comprehensive functional services, while subscription accounts are more used to publish graphic and text messages to users to promote brands for companies and individuals.

The author here reminds everyone to think twice before naming a newly applied public account, because once the name is set, it cannot be modified! When setting the name of the public account, please fully express the industry attributes and scope based on industry keywords and product positioning (tone) (try to avoid duplication with other public account names).

For example: I am operating a WeChat subscription account for the personal home improvement service industry, and I racked my brains when it came to naming it in the beginning! Here are the name alternatives:

Home decoration e-classroom, home decoration tribe, home decoration iAsk, home decoration alliance, home decoration guest...

The difference between the two is the number of soft articles and messages published: service accounts can only publish 4 messages per month, while subscription accounts can publish 1 message per day.

Since the author's main purpose is to do brand promotion, the number of messages released by the subscription account is definitely an advantageous choice. Enterprises or organizations can generally apply for service accounts, while individuals usually apply for subscription accounts. Because the application for a service account requires the provision of corresponding corporate qualifications (such as ID card, business license, etc.). Of course, companies can also open subscription accounts and service accounts at the same time for promotion and providing high-quality services to users respectively. But there are pros and cons. When the messages we publish are pushed to the user's WeChat client, the service account can appear directly in the message list, while the subscription account can only appear in the subscription account folder and needs to be clicked to be seen. This greatly affects the exposure and click-through rate of the message! (Please check your WeChat message list here)

After the service account is successfully registered, secondary development interface function and custom menu function are provided. Customized menus are very important for operators. Reasonable and series-planned bottom menus can not only provide users with a good user experience, but also provide an intuitive experience for establishing a good brand image.

The difference between single image and multiple images:

Single-image push means only one article is published at a time, and multiple-image push means up to 8 articles can be published at a time. The author believes that the number of articles published can be flexibly based on the industry and energy of the industry to which he belongs. The company where the author works publishes 4 soft articles every day, but high-quality original articles take time to polish, and the more articles published is not necessarily better!

The public account operated by the author only publishes one article a week or even half a month due to limited energy. But for information platforms, publishing one article every day seems a bit thin.

User data analysis

First, let’s analyze the users. The above figure shows the user growth curve that is generally recognized in the industry. Different growth stages correspond to different user types, namely: initial users, seed users , growing users, declining users, and lost users . The author would like to emphasize the difference between initial users and seed users. Generally, newbies usually confuse the two and even think that they are the same concept, but this is not the case.

The author believes that seed users should be included in early users, but not all early users are seed users. When operating and planning an event, one may face the general public. Due to various interest factors, the fans attracted in the early stage are a mixed bag. Usually the user retention rate of such activities is very low, not to mention the demand acquisition and conversion rate . But there will definitely be a small number of high-quality users among them. We call these users who are loyal to our products and can promote our products seed users. How to screen out this group of seed users is crucial! (For the full reading, please search the author's article "Original Practical Information: The Love Triangle of Users, Products, and Operations")

The WeChat backend’s analysis data on users includes: number of new followers, number of people who unfollowed, net number of followers, cumulative number of followers, etc. User portrait: gender, language, province, city, terminal, and model. What I want to emphasize here is that a good operations specialist must understand data analysis, because data is the cornerstone of guiding operations . The data can intuitively reflect the problems existing in users and products, and provide guiding suggestions for our subsequent strategic deployment and work adjustments.

Reasonable delivery time

Industry statistics show that push notifications are generally sent at 8 a.m., 11 a.m., and after 8 p.m. are more reasonable.

Because the time people spend using mobile phones is becoming more and more fragmented, most people browse some industry news on their way to work in the morning to recharge themselves for the day's work. They choose to read industry news during their lunch break, and most people choose to read chicken soup and entertainment news before going to bed at night. Based on the statistical analysis of WeChat backend, the author found that the popularity of an article usually lasts about 3 days. Depending on the quality of the content and the forwarding on different platforms, the popularity may also last for about a week. Since service accounts can only publish four times a month, most companies will choose to publish one post per week. Of course, for special periods, such as large-scale events that require concentrated promotion and publicity, they can publish in a concentrated manner to create momentum.

Content Operations

We are currently in an era of information explosion! We are surrounded by all kinds of information every day. From the PC in the past to the APP that everyone uses now, information is being transmitted to us all the time. To sum up this massive amount of information, it is nothing more than text, pictures, videos and audio. These include various content platforms, public account soft articles, daily Weibo and WeChat posts; vertical APP products that use pictures to record life, food, sports, and travel; the most popular live broadcasts, major video sites, music, audio novels, etc. The above contents can be roughly divided into three categories, namely:

• UGC (User-generated Content) User-generated content, also known as UCC (User-created Content)
• PGC (Professionally-generated Content) is also called PPC (Professionally-produced Content).
• OGC (Occupationally-generated Content)

Websites represented by OGC, such as major news sites and video sites, all have content that is created internally and copyrights purchased from outside;

Websites represented by UGC, such as major forums, blogs and microblogs, all have content created by users themselves, and administrators only coordinate and maintain order;

PGC is present in both types of websites. Since it can share high-quality content without the website providers having to pay for it, both OGC and UGC sites welcome PGC. (This paragraph is quoted from the Internet "A Brief Analysis of UGC, PGC and OGC")

Article writing methods and rules

Next, the author will mainly explain the writing methods and rules of articles (soft articles). As the name suggests, soft articles are "text advertisements" written by the company's marketing planners or the copywriters of an advertising company, as opposed to hard advertisements. Compared with hard advertising, the reason why soft articles are called soft articles is that the subtlety lies in the word "soft". It is like a needle hidden in cotton, which is concealed without being revealed and defeats the enemy invisibly. By the time you realize that this is a soft article, you have already fallen into the carefully designed "soft article advertising" trap. Soft articles pursue a communication effect like the gentle rain that moistens things silently. It perfectly combines the promotional content and the article content, allowing users to understand what the planner wants to promote when reading the article. A good soft article is two-way, allowing the customer to get the content he wants and understand the promotional content.

1. Title

The title determines the click-through rate of the article.

Attractive titles can catch the public's attention in today's information explosion, thereby increasing the exposure and click-through rate of the article. The title is a high-level summary of the article. It is not easy to be contagious and to highly summarize the content of the article! The author does not recommend that you become a clickbait title from the beginning, because in the long run it will affect the value of the brand in the eyes of users. When designing the title, you should embed the article’s keywords and brand words to increase the number of times the article is searched. There are many experts on the Internet who have summarized and organized the types of titles. I will not go into details here. Please search and study on your own.

II. Overview

Many soft articles require editors to write summaries, but most of them just quote part of the first paragraph of the article as a summary, which is biased. The literal meaning of a summary is to summarize the main points of the article . So the writing of the summary should follow three steps:

Reading: Read the entire text to understand the author's intention in writing this article and the main idea he wants to express.

Extract: In general standard writing, the first sentence of each paragraph is usually a summary of the paragraph, and the rest of the text in the paragraph is used to explain the first main sentence. So in today's world where time is severely fragmented, if you need to read an article quickly, you can just read the first sentence of each paragraph and fill in the rest of the content in your mind. After reading this, you may notice that the first sentence of each paragraph of this article is the summary of the paragraph.

Sorting out: Connect and sort out each extracted summary sentence. It requires a solid foundation in writing so that people can read the article smoothly and quickly understand the main idea.

The above is a summary of writing methods that the author has summarized based on the Internet and years of writing experience. Of course, another difference between soft articles and academic articles is that soft articles are soft advertisements. Since it is an advertisement, it involves commercial value; therefore, an appropriate amount of keywords and brand words should be embedded in the summary.

3. Main text

1. The quality of the content determines the number of times an article is forwarded.

It is more reasonable to control the article length to around 10-15 screens (5S benchmark screen). Pictures and videos can be inserted into the text. After all, pictures and videos can convey the content more intuitively.

Articles that are too long are rarely read in their entirety by most readers due to severe time fragmentation; articles that are too short find it difficult to fully express the main idea, leaving people with a feeling of being thin and unconvincing.

The tone of content in different fields should also be different. Currently, companies like Toutiao and NetEase News are building platforms that recommend news of interest to users through user access records and algorithms, but they do not produce content themselves. However, for non-platform products, they can produce their own content and be vertical. The company I work for produces its own content and focuses on vertical dynamic products in the cultural field. The following is a summary of the content sections from popular content platforms such as Toutiao, NetEase News, Sohu News, Tencent News, and Tiantian Kuaibao for your reference only:

Society Hot Topics Technology Automotive Government Finance Military International History Education Sports Entertainment Fashion Video Games Animation Travel Food Health Jokes Essays Sale Explore Q&A

2. When setting up the article paragraphs, editors need to make an outline on paper.

Think clearly about what each paragraph wants to explain and what is the internal connection between paragraphs? Does each paragraph need a picture? The editor needs to think twice before embedding the number of keywords, brand words, etc. in each paragraph of text! Otherwise it is difficult to write a high-quality original article.

3. The selection of videos and pictures should be clear and convincing.

Looking at the high-quality media public accounts, they all have their own editors who carefully select the pictures. The purpose is to create a high-end and unified tone visually and avoid a variety of pictures. Pictures and videos should first be clear, which will give people a sense of authority and credibility. Imagine that the product details pages on e-commerce websites are blurry and unclear, which will give people a false and shoddy feeling. Secondly, pictures and videos must convey the content appropriately. After all, the function of pictures is to serve the text. The visual performance should have a certain impact and keep up with the cutting-edge design style.

The above is the author’s simple understanding of new media operations. I hope to share, learn and communicate with you.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

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