What should we pay attention to in new media operations in vertical fields?

Who you tell it to decides what to say.

Whether a new media account belongs to vertical media is actually a false proposition.

Because what determines the content is never the industry you belong to, but the ears of the audience.

Brother Liang said that the audience range of his official account is narrow because he chose Internet practitioners who want to understand operations or expect practitioners as the readers of the official account.

Look at the personal accounts such as Gossip, Caoz’s Dream Talk, Past Events on the Edge of the Channel, Sanbiao’s Dragon Gate Array, Li Miao… The differences in the readers who choose them determine the differences in their content.

The most interesting account among these is Li Miao. Brother Sanshui has made many contributions under Zhihu questions about Japan. So at the beginning, Brother Sanshui wanted to take the path of humanities and do some tourism and so on. So, in the beginning, Li Miao's account was all about scenery, food, and travel. Suddenly one day, Brother Sanshui discovered that compared to travel, handicrafts, and Michelin restaurants, people are actually more concerned about social hot spots. So, he quickly switched to talking about murder cases in Japan.

Do you think Li Miao’s account is vertical? I think it counts. From the very beginning, it was about introducing the customs and culture of Japan. Later, it became even narrower than before because it changed from talking about customs and culture to only talking about crime.

No matter whether your industry is education, art, automobiles or anything else, industry characteristics are certainly something you need to consider, but more importantly, who your readers are and what they want to see is what is important.

Let me give you some examples.

The subscription accounts of "Beijing Normal University" and "Fudan University" are the official media of the schools just by listening to the names, so the audience of this account is the teachers and students of Beijing Normal University and Fudan University.

These accounts basically have very direct topics:

1. Recent major events in school
2. Small things that students pay more attention to
3. Some outstanding deeds revealed
4. It's okay to chat for a while

There are basically these four categories. The first two categories go for popularity and expertise, while the last two categories go for emotion and affinity.

On accounts like "Huaqiangbei Mobile Phone Quotes", you will never see any articles, only quotations. They send out 8 articles every day, all of which are quotations.

There are similar lists in vertical fields such as " New List " and " Qingbo Index ", and there are rarely articles or content that are not closely related to the lists and rankings.

The reason is that readers’ tastes determine the content selection rights of new media accounts.

Some general rules

Different new media may have different ways of playing, so I will only introduce some basic rules:

1. Official Account

The gameplay of service accounts and subscription accounts is different. Service accounts should be more targeted at users who pay to purchase goods or services, while subscription accounts are more of a platform for potential customers to learn about products and experience them.

In the education industry, for example, VIPKID basically puts all external traffic on subscription accounts. Through the subscription account, users can have a simple experience and understand the service, and finally complete the experience. After purchasing and placing an order, the traffic is transferred to the service account for service.

Of course, if you don’t consider multiple accounts when you start, you can also use labels + different labels and different menu bars to achieve similar functions.

The advantage is that users are concentrated in the same place, making management easier; the disadvantage is that users are concentrated in the same place, which poses a greater risk.

Of course, these days, if you still want to attract fans solely by relying on content, the pressure may be very great. It is recommended that no matter how good the content is, you should consider making some investments to attract more users in need for your account.

2. Weibo

In fact, the way to play Weibo has not changed much over the years. It is nothing more than ensuring a certain amount of content while purchasing the official fan-increasing service. Of course, in order to verify the rationality of the fan-increasing service, you can consider purchasing a certain amount and then seeing the effect.

By the way, it seems that Weibo’s attitude towards traffic such as short videos is still relatively positive.

3. Zhihu

Zhihu is not a very good platform for many vertical fields, because if the field is not a field that mainstream Zhihu users are more interested in discussing, it may not be easy to get attention and praise.

Therefore, for most companies at this stage, Zhihu is a better choice to do PR and monitor public opinion. But if you want to achieve great results in content operations or advertising, you may just have to rely on luck.

4. Toutiao account , etc.

The reason why I used "etc." is because there are too many similar media accounts, such as Phoenix, Penguin, Sohu, NetEase...

The problem is that these are all new media that rely on titles rather than content itself. At the same time, what they do cannot be considered as cultivating fans, but rather hoping to go viral and then guide some users to new platforms. However, the conversion rate determines that it must be viral...

By the way, these platforms like editors to use their own backend, even if the content is still synchronized from other content sources.

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

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