A 10,000-word summary of how to attract fans to public accounts, 5 tricks to break the dilemma of attracting new users!

If you happen to be running a public account and are worried about increasing your followers, before you come up with a better solution, you might as well take 10-15 minutes to read this article - my experience after spending more than a year exploring it myself may not be perfect, but it is sincere enough.

My thoughts on attracting new followers on public accounts

I regard “attracting new users” as the basis of public account operations . Fans are the most valuable component of WeChat public accounts . Any public account will have no meaning of existence if it is separated from its fans. From the initial stage of operation to the rapid growth stage, and then to the stable mature stage, new fans will always be generated, and attracting new fans runs through the entire life cycle of the official account.

But we must understand one thing: the official account has different operational focuses at each stage, and attracting new users will not always be the top priority . For example, in the mature stage when the fan base is large enough and the growth is gradually slowing down, "activation" should be the first priority, and attracting new users is not the most important thing. So, which stage is the critical period for attracting new customers? This is undoubtedly the initial stage of public account operation . In the early stage, everything is a new beginning, filling in content and attracting new fans, breaking the boundary of zero, and the long life cycle slowly begins.

However, for individuals and small and medium-sized enterprises with limited funds, resources, and connections, it will be much longer and more difficult to attract fans for a public account from scratch. How can we quickly and effectively attract new users to our public accounts at low or even zero cost?

Here are a few small suggestions , or in other words: what I did at the time .

1. Make original features a powerful tool for attracting fans to public accounts

The original declaration protection function is both a protective umbrella and a secret weapon for attracting new users . It was created by WeChat officials to effectively protect the rights of original authors, increase the enthusiasm of original content producers, and curb plagiarism and fabrication. This function is opened by official invitation of the official WeChat public account (important things must be said three times). If you want to be eligible to be invited, there are several things you must do.

1. The following 5 points are directly related to the activation of the original function

1) A certain operating time. The official account must have been in operation for more than several months, so that WeChat officials can fully understand whether the operation of the official account is good, including whether the article content is high-quality, whether the update frequency is normal, whether the originality meets the standards, etc.

2) Maintain high activity level. That is, the frequency of updates and push notifications on public accounts must be guaranteed. Subscription accounts can push articles every day. If they can persist in updating daily, the activity will reach the highest level and the time to obtain original content will be greatly shortened. If it is not possible to update every day, at least there should be regular and short-interval updates (such as updating every 2 or 3 days). If there is no update for a long time (such as no push for ten days or half a month), the activity is very low and WeChat officials will not evaluate the public account as an invitation object.

3) There are sufficient numbers of original articles. In this way, WeChat officials can judge the overall quality and originality of the public account from multiple articles. As an operator, although we cannot know the specific quantity standards, continuous output and ensuring a certain amount are inevitable.

4) The article should be as original as possible. The original declaration protection function, as the name suggests, the originality of the article is the most important criterion for judgment. The official public account has a huge library of original articles. The WeChat system will compare all the history on the platform based on the articles uploaded by the public account, and automatically determine whether the article is original and the degree of originality.

5) No history of plagiarism. It is easy to understand that during the operation of the official account, it cannot be reported for plagiarism by fans/other operators or be confirmed as plagiarism by WeChat officials.

If you follow the above points, you will get original invitations in a few months.

So, here comes the key question :

2. How to turn original functions into a powerful tool for attracting fans of public accounts?

With the opening of original protection, all original articles published by the official account can be marked as original. When another public account reposts one of our original articles, the public account source of the reposted article will be automatically included at the bottom of the article (as shown below). You can directly click on the source to jump to our public account follow-up page.

The original public account link is displayed at the end of the reprinted article

By exposing another account, potential readers are attracted to enter the original account through the source at the bottom and become new followers. This is the secret of the original function to attract fans. This method of attracting fans does not require any money at all, and the new fans attracted are accurate and high-quality, with excellent results.

The amount of followers you gain depends on the spread of your article on other public accounts and the number of readers. To put it bluntly, it still depends on the quality of the article itself. When the article is good enough, you will unlock one traffic entrance after another and bring in a steady stream of new fans.

It is not that complicated to turn originality into a powerful tool. Please continue to create high-quality content for the official account. This is the essence.

2. Grasp the self-media and social networks and distribute content well

Self-media and communities are two rare content distribution platforms . Their great compatibility allows a wide variety of content to be displayed and disseminated. Exploring and utilizing self-media/communities for content promotion can expand the target audience, increase the visibility of the official account, and attract users within the platform to become our followers.

At present, the promotion of WeChat public account content on self-media platforms and communities is mainly based on article publishing. Therefore, I would like to focus on analyzing some tips on contributing to self-media platforms and community operations .

1. Contribute to self-media platforms

As the name suggests, it means submitting the pushed public account articles to platforms that match the content positioning . Cleverly insert your own public account information (name, ID) in the author introduction, article source, and even the article content. This will increase the brand exposure of the public account and allow potential readers who have read the article and become interested to further find and follow the public account through the public account name or ID left behind.

The key to submission is to explore and select the platform. The attributes of the platform must be consistent with the content positioning of the official account, and it must also have sufficiently large traffic . Let me talk about some very good submission platforms that I have used or come into contact with over the years and recommend them to you:

1) Toutiao (http://www.toutiao.com/)

Features: A comprehensive free submission platform, suitable for any type of article submission (social, technology, sports, finance, etc.); requires registration of a Toutiao account ; adopts a recommendation system and supports original functions; the platform has a very large traffic volume, and some articles can reach hundreds of thousands or even millions of exposures ; submitted articles can carry their own public account information as a drainage entrance.
Difficulty of submission: Easy. It can basically be approved and the review speed is fast.
Chances of being recommended: High.

2) Baidu Baike (http://baijia.baidu.com/)

Features: A comprehensive free submission platform on the Internet , suitable for submissions of articles on Internet+, venture capital, hardware, e-commerce , technology, games , etc.; registration of Baijiahao is required; if the submitted content is of high quality, it will be presented on the web version and mobile terminal of Baidu News, and will be included in Baidu Search and other Baidu product lines; but generally, articles that are not recommended have low readership and insufficient exposure.
Difficulty of submission: Easy. It can basically be approved and the review speed is fast.
Chances of being recommended: Low.

3) Yidianzixun (http://www.yidianzixun.com/)

Features: A comprehensive free submission platform, suitable for any type of article submission (social, technology, sports, finance...); requires registration of a Yidian account; adopts a recommendation system and supports one-click article import; the platform has a large traffic volume; but do not embed public account advertising information in the submitted content, as it will be treated as soft text. You can include it when indicating the source at the end or beginning of the article.
Difficulty of submission: difficult. They are often treated as soft articles and fail to pass the review, and the article review process takes a relatively long time.

4) Sohu public platform (http://mp.sohu.com/)

Features: A comprehensive free submission platform, suitable for any type of article submission (finance, fashion, travel, mother and baby , education, food, automobiles , technology, sports, history, culture...); you need to register a Sohu public platform account; it adopts a recommendation system, and automatically recommends based on the quality of the article itself and its traffic performance. If it is well written, it has the opportunity to be on the headlines; the platform has a large amount of traffic, and the articles will be displayed simultaneously on the three Sohu terminals only after they are published; you can include source information in the submitted articles.
Difficulty of submission: Easy. It can basically be approved and the review speed is relatively fast.

5) Jianshu (http://www.jianshu.com/)

Features: A comprehensive free submission platform, suitable for various types of article submissions (fashion, travel, education, food and cars, technology, sports, history, culture...); registration is required; it adopts a recommendation system, and automatically recommends articles based on their quality and traffic performance, and can be recommended to the homepage of Jianshu; it adopts the method of special submission, and when publishing articles, you can submit to several suitable topics to expand exposure; but please note that if you want to get a popular recommendation on the homepage, you cannot insert any source or advertising information in the article. Therefore, we must make good use of the personal introduction of the platform and put the public account information.
Difficulty of submission: Easy. It can basically be approved and the review speed is relatively fast.

6) Zhihu (https://zhuanlan.zhihu.com/)

Features: A comprehensive free submission platform suitable for various types of article submissions (including but not limited to economics, finance, Internet, technology, science, psychology, food, travel, home, automobile and other professional content); you can register a personal column to publish public account articles to attract the attention of readers on Zhihu, thereby directing traffic to your own public account; you can submit articles to other related columns, or participate in topic discussions, bring public account source information to increase exposure.
Difficulty of submission: Submissions to your own column will be approved. It is also easy to publish articles when participating in topic discussions. The inclusion of submissions to other columns depends on the management of the column.

7) Jiemian News (http://www.jiemian.com/)

Features: A comprehensive free submission platform, suitable for submission of various types of articles (finance, fashion, travel, entertainment, finance, food, automobiles, technology, sports, marketing , culture...), especially some timely articles or articles with first-hand information, which are the most popular; registration as a member is required; a recommendation system is adopted; the platform has a large amount of traffic; source information can be included in the submitted articles.
Difficulty of submission: difficult. Be careful not to publish soft articles or articles that contain obvious promotional or advertising information, otherwise they will not be approved.

8) Nuggets (https://gold.xitu.io/)

Features: An Internet and technology submission platform with high professionalism, suitable for Android, front-end, iOS, back-end, design, product, tool , and resource-based content submissions; you need to register to become a member; the submission method is simple and fast, you only need to put the link of the original article, which can directly lead to your own official account; it also adopts the recommendation system, and automatically recommends according to the quality of the article itself and the traffic performance, and can be recommended to the homepage of Nuggets.
Difficulty of submission: It is relatively difficult to pass the review, and the quality must be high and practical; at the same time, the review time is relatively long.

9) Everyone is a Product Manager (http://www.wosh ip m.com/)

Features: This is a product and operation submission platform with strong professionalism, suitable for submissions of articles on product managers, product design, interactive experience, product operation , prototype design, industry trends, workplace strategies , analysis and evaluation; registration is required to become a member; it adopts an audit system, which is a more user-friendly audit system with a faster audit process. If an article fails, reasons or modification suggestions will be given, and the review can be applied for again after modification; approved articles will appear on the homepage and in the corresponding columns; the platform has a large amount of traffic, but brand, public account and other information cannot be included in the article. It can be placed at the end of the article to introduce the author and the member's personal introduction; in addition, you can be invited to become a columnist.
Difficulty of submission: It is somewhat difficult to pass the review, and the article must be of high quality and practical.

10) Digitaling (http://www.digitaling.com/)

Features: Advertising and public relations submission platform, highly professional, suitable for submission of articles related to digital advertising , public relations, creativity, design, media, and the Internet; registration is required to become a member; an audit system is adopted, and articles that have passed the submission will appear on the homepage; the platform has a large amount of traffic, and source information such as brands and public accounts can be attached to the articles, and a public account QR code can be attached at the end of the article; a certified author system is adopted.
Difficulty of submission: It is somewhat difficult to pass the review, and the article must be of high quality and practical.

Of course, in addition to the 11 platforms mentioned above, there are many submission platforms that have not been mentioned. We need to find the most suitable submission platform according to the different types of public account articles in order to promote them more effectively and quickly.

2. Social media promotion

The main purpose is to use WeChat groups and QQ groups to expose public accounts (content) in order to attract fans. These groups are composed of the same type of people, including cooperation groups, mutual promotion groups, reading groups, etc., with the number of people ranging from dozens to hundreds. They are not only potential target fans of our official account, but can also bring secondary exposure to the official account (by forwarding articles to their circle of friends ).

How to find? We can cleverly use social platforms such as Douban and Zhihu for searching . Taking Douban as an example, first register a Douban account and become a member; then search and follow Douban groups related to WeChat public account operations ; finally, find a suitable WeChat operation exchange group among the many topics that the group has posted and apply to join.

Search results for WeChat groups using Douban

If you use Zhihu, you can directly enter keywords such as "WeChat group" or "QQ group" in the search bar to search.

Search results for WeChat groups using Zhihu

After joining the relevant group, the next step is how to cleverly push your own articles and public accounts to people in the group. In addition to regularly making your presence felt in the group and becoming familiar to everyone, you should also pay attention to the good times to post articles in the group. You should choose a time when there are people communicating in the group and it is in a lively state, so as to attract enough attention. Of course, the most effective method is to quickly send a few red envelopes when posting an article or a public account business card to seek attention. As the saying goes: People who accept favors will be grateful and people who receive favors will be soft-hearted, so they will naturally do things according to their requests.

Therefore, joining the corresponding WeChat and QQ groups to promote the official account is a good way to spread and attract fans.

3. Find a public account to promote each other and learn from others

This is a win-win friendly cooperation method. At present, the most common form of mutual promotion between public accounts is to push an article from the other public account (negotiated in advance) on one’s own public account with the source. Therefore, the main source of new fans is the existing internal fans of the mutual promotion public account and the potential target fan group it is targeting.

For example: Public Account A and Public Account B promote each other. A pushes an article from B. A's followers see the article first and become interested, so they follow B based on the source. As a result, the internal fans of Public Account A are directed to Public Account B and become common fans of A/B. The same goes for vice versa.

The key to mutual promotion is to find a "well-matched" public account with a comparable number of fans, the same or similar content positioning, and the same public account type (either subscription account or service account) .

1) Have a considerable fan base. As we have already made clear, the source of new fans for mutual promotion is the existing fans of the official account and potential target fans. Therefore, both one's own official account and the account to be promoted must have a certain number of fans; and the number of fans of the two public accounts to be promoted should be equivalent, for example, both should be around 10,000. Two public accounts with a huge difference in the number of fans generally do not choose to promote each other, especially the one with more fans, who will feel that it is not cost-effective to promote each other.

2) Same or similar public account positioning. The two public accounts that mainly cooperate in the form of mutual article promotion must have consistent positioning. It is easy to understand that if there is no overlap in the positioning of two public accounts, it is meaningless to promote each other. It will also give fans the illusion that the positioning of the public accounts is changing, causing a large number of fans to lose.

For example: let the food public account and the financial public account promote each other, and publish an article on how to deal with the financial crisis on the food public account. It is conceivable that such a sense of incongruity will reduce the professionalism of the food account, confuse fans, and cause all kinds of unnecessary misunderstandings, and even lead to unfollowing.

3) The same public account type. The type here specifically refers to a subscription account or a service account. It is best if the two accounts that promote each other are both subscription accounts or service accounts, so that a relatively consistent frequency of mutual promotion can be maintained. This is because there is a big difference in the number of pushes that can be made between subscription accounts and service accounts. Subscription accounts can be pushed once a day, while service accounts can only be pushed four times a month.

If a subscription account and a service account promote each other, they are affected by the relatively fixed push time of the public account. For example, the service account pushes every Wednesday and the subscription account pushes every day. In this case, mutual promotion can only be done once a week and on Wednesdays, which is very inflexible for subscription accounts.

4. Capture your target fans with an event carnival

Online and offline brands often hold discount promotions, free trials, buy x get x free, and limited-time flash sales. These are all old tricks, but they do not prevent waves of new and old customers from flocking to the store for the discounts. That’s the charm of the event!

By the same token, treat the WeChat public account as a specific brand or product to be operated, and the target audience as potential consumers, and "following" is equivalent to "purchasing." Commodities can promote new consumption through various promotional activities, so official accounts can naturally attract new attention through various activities.

When we organize activities for public accounts, we should not limit ourselves to the WeChat public account platform. We should broaden our thinking to online and offline, and there will be a variety of channels and types for us to choose from. Our goal is to attract new customers. As long as the activities we carry out are for the purpose of attracting fans and our official account is exposed (such as QR code, official account ID, name, link, etc. ), any activity is feasible.

1. Let’s first summarize the common types of activities

1) Online aspects.

It mainly uses WeChat, Weibo, forums , self-media, video live streaming websites and other platforms as carriers , and has derived various forms of activities.

For example : activities on WeChat include but are not limited to: online sharing, commenting and liking on public accounts, grabbing red envelopes, fortune telling, big roulette, prize forwarding/question and answer/survey, voting rankings, micro-bargaining, micro-group buying, WeChat check-in, fun tests, micro-assistance, one-yuan shopping , micro-flash sales, etc.
The more common activities on Tieba forums include: building floors, voting and ranking, auctions, photo sharing, competitions, sign-ins, live broadcasts , socializing with friends, and Tieba charity.
Weibo activities include: retweet lottery, fan voting, Weibo sofa grabbing, video/slogan/article/creative solicitation, topic activities, etc.

2) Offline aspects.

The main ones include: training, salons, ground promotion , live broadcasts, free trials, holiday marketing , promotions, charity, anniversary celebrations, press conferences, sponsorships, theme activities, parties, exhibitions, etc.

You should choose the type of activity that best suits your official account based on actual conditions (funds, resources, personnel, timing, time, positioning, etc.) in order to achieve good results.

2. Share 2 examples of how public accounts attract followers through activities

Example 1: Speaking of typical examples of using events to attract fans, we have to mention the " Escape from Beijing, Shanghai and Guangzhou " event planned by Xin Shi Xiang (I won't go into details here because it's all too familiar). It went viral on WeChat Moments and Weibo, and countless new media people rushed to take advantage of it. Later, Xin Shi Xiang disclosed that it had been forwarded on WeChat over one million times, and the number of fans increased by over 100,000.

This example tells us that a good WeChat activity can bring results beyond imagination. Of course, there are not so many "new figures" in the world, and it is very difficult for most public account operators to plan a phenomenal event. But no matter how big or small the event is, as long as it meets the needs, resonates with the audience, and makes participants feel it is valuable, it has the potential to attract fans .

Example 2: Some very simple small activities on WeChat official accounts, such as forwarding to get resources, following and commenting to get benefits, voting and lottery, etc. These activities have a very low budget or even require no cost. The operators can complete the planning and execution of the entire activity by themselves. There are fewer processes and the results are quick, making them very suitable for doing from time to time.

For example: in public account articles recommending movies , travel, etc., if you have resources or e-books in this area, you can send them to fans as small benefits of the event. Usually, you can mark at the end of the article: "If you want xx resources, please forward the article to your circle of friends, take a screenshot and add WeChat, and then I will send the resources to you."

In this way, you have mobilized the enthusiasm of your fans, and they will forward and share the articles to their own circles of friends, helping you gain more attention and exposure . The premise is that your resources are indeed valuable, at least enough to make your fans willing to share them. (Of course, be careful not to make it too obvious, otherwise it will be suspected of inducing sharing)

3. How to plan a good WeChat public account activity

The process of event planning is mostly the same or similar. It includes the early preparation stage , which involves internal and external analysis and preliminary formulation of theme goals; then enters the planning stage , which is mainly about condensing ideas and writing copy ; when it comes to the actual execution stage , it is necessary to warm up the event before it goes online and guide and track it after it goes online; the last stage is the summary and review of the event at the end of the event and subsequent reporting. As shown in the following figure:

Event Planning Flowchart

Now that we know the general planning process, how can we use it to create a good WeChat public account campaign?

1. Clarify the goal of "attracting new customers" and quantify it

There are many goals for the event, including increasing brand awareness, expanding market share, increasing sales, establishing corporate image , etc. When it comes to WeChat official accounts, the main objectives of the activities include: attracting new users, retaining existing users , promoting activation and conversion .

Since the purpose is to attract new fans, the operation staff must always make attracting new fans the only goal, rather than establishing multiple goals at the same time in one activity (for example, attracting new fans, promoting activation, and improving conversions). This will distract the focus of copywriting and affect the allocation of resources, making it impossible to concentrate all efforts to serve only one purpose.

The next step is to make this goal more specific: how many new fans the entire activity plan will add, and even break it down to the number of fans attracted through each channel. This will provide the most direct reference for subsequent event budgeting, prize setting, and copywriting creation. Let me borrow an example from something I wrote before:

After the new customer acquisition target is quantified

This is the benefit of setting quantitative new customer acquisition goals. It makes event planning more traceable, makes event execution smoother, and makes the use of event resources more accurate.

2. Cater to your event target and set attractive prizes

This step is very critical, and the prize setting will directly affect the success or failure of the event . Because when the audience browses your event information, they will habitually look at the prize column first and judge the value of the prize through a quick scan. Only when they are satisfied with the prize will they learn about the specific content and participation conditions; if they think the prize is of no value to them or they are not interested in it, they will not have the desire to learn more and participate. After all, you rarely read in detail or even comment on articles whose titles don’t even appeal to you.

In order to maximize the effectiveness of event prizes, when setting them up, you must be clear about your target audience and understand what kind of people they are, what typical attributes they have, and what kinds of things are suitable for this audience. You can even do a survey directly? After understanding the nature of your audience, make the best choice based on your own situation.

For example, the target audience of your activity is a group of young female fans who like to imitate the style of stars, pay attention to entertainment news, spend a lot of money to see idols, buy peripherals, buy records, join various fan groups, etc. When facing such a group, if you set the prize as something related to the star (concert tickets, autographs, albums), it will be more attractive than anything else.

3. Make the activities as simple and easy to operate as possible

Do not underestimate this point. The complicated steps of the activity will first scare away some people who are afraid of trouble . They will choose to give up when they see the activity. Overly complicated activities may also hinder the audience's understanding, causing some people to not understand how to play. Then, these endless operations will gradually wear out the patience of a considerable number of participants, and they will run away halfway through the activity. Finally, for those activities that require network operations, when there are too many pages to jump to, it is easy to cause an inability to jump or the page to open too slowly, thereby causing the loss of participants.

Unless it is absolutely necessary, when doing WeChat public account activities, you must provide sufficiently simple and easy-to-operate steps . Let them get the results in just one or two steps. In this way, even if they don’t get the prize they want, they don’t have to complain about the time they spent, which will not cause them psychological unhappiness. At the same time, such activities are more easily spread.

Finally, I would like to remind everyone that you do not have to plan and execute activities yourself to increase your followers. Many activities now adopt a win-win cooperation approach, hosted by one or more companies and co-organized by others. Therefore, in the absence of good event ideas, or insufficient time or funds, it is wise to participate in the event as an assistant. Displaying your own official account brand and QR code in the event can also help attract fans.

5. Keep up with the trend and unlock the correct way to follow the hot spots

Wherever there are people, hot spots will appear and spread, and penetrate into every corner with the power of the Internet media.

Whether they are new media people or traditional media people, they cannot deny the huge explosive power brought by hot spots. This is why today, so many advertisements (including print media), copywriting, activities, and marketing promotions use the most popular buzzwords of the moment and attempt to hit a home run when the topic is at its peak. There are also many individuals and even companies who make a living by following hot topics.

Whenever a hot topic breaks out, in addition to the corporate media professionals who are eager to be the first to get involved, there is also a large wave of onlookers. They can be roughly divided into two groups: one group is only interested in the hot topic itself; the other group, in addition to the event itself, is also particularly keen on watching the corporate media professionals' "hot topic leverage" battle, running to major official blogs and WeChat accounts to join in the fun, and even imitating the leverage style commonly used by certain brands and creating their own jokes. It is precisely the enthusiasm of this group of onlookers that provides an audience base for the content produced by corporate media professionals.

It has to be said that taking advantage of hot spots has become a national phenomenon. Based on this, it is not difficult to understand why WeChat public accounts take advantage of hot topics.

1. I have three points of understanding about WeChat public accounts following hot topics

1) First of all, following hot topics can increase the exposure of WeChat public accounts and make their presence felt. The "hotness" of hot topics lies in the fact that they attract so much attention and become a hot topic in a short period of time, which is enough to sweep the entire circle of friends, the entire Weibo, the entire Internet, and even the entire country and the world.

Let the official account carry the hot topic label, enter the topic powerfully and naturally, and attract the audience who want to see the reaction of corporate media people in addition to joining in the fun. When the leveraged content hits this huge audience, it will produce a powerful chain reaction: in addition to following the official account, most people will also actively forward the content to their own social circles, which is based on the psychology of performance, recognition, etc. In this way, secondary or even multiple dissemination will occur. How can the official account not attract fans quickly?

2) Secondly, and this is something I deeply understand, for WeChat public accounts, following hot topics is the simplest, crudest and most effective way to attract fans ; have you ever thought about how small public accounts, especially service accounts, can attract fans by only pushing 4 articles a month? This is a rather difficult question to think about. However, a popular article on a public account with tens of thousands of readers can bring in hundreds of fans in a day, which is a shortcut compared to the usual increase of a few dozen fans a day. Maybe you will say that even if the number of followers increases, most of them are not the precise target users you want, and you will end up facing the dilemma of losing a large number of fans, but there will always be some users who remain and they are indeed your users. If an account lacks even the basic qualities of a “human”, it will be difficult to make significant progress.

3) Finally, keeping abreast of the latest information hotspots will have a positive effect on the operators themselves and the entire product operation. There is no need to explain this further, everyone should understand it. In the era of information explosion, if we lack the awareness and ability to mine, process and analyze the latest information, how can we move forward better? Leveraging hot spots well can achieve significant results in attracting new customers, but how to leverage hot spots well is another key issue. Before answering this question, let us first clarify what types of hot spots there are so that we can prescribe the right remedy and defeat them one by one.

2. Three categories of hot spots

Personally, I am used to dividing hot spots into three categories based on their formation and spread, including predictable hot spots , unpredictable hot spots, and hot spots that are both predictable and unpredictable. The first two are easy to understand.

1) Predictable hot spots. It means that events that have not yet occurred are completely in a transparent exposure state, and the specific time, cause, constituent elements, key triggering points, etc. have been known in advance, and there is a strong foundation for forming a hotspot. Most of these hot spots occur in cycles every year, with the most obvious examples being major holidays and large e-commerce shopping festivals. For example: the Spring Festival, March 8 Women's Day, Mother's Day , Father's Day, Dragon Boat Festival , Mid-Autumn Festival, New Year's Day, 618 JD Shopping Festival, Yangmatou Black Friday, Tmall " Double Eleven " and so on are all predictable hot spots.

2) Unpredictable hot spots. It refers to an event that occurs suddenly without any prior warning and spreads virally in a short period of time, with the nature of being "airborne". For example: Love sharing "marriage certificate", Plato's "personality label", Xin Shi Xiang's "escape from Beijing, Shanghai and Guangzhou", Hawking opened a Weibo account, etc.

3) Hotspots that are both predictable and unpredictable. It means that we already know that such an event will happen at a certain time, but the specific triggering point cannot be predicted and is uncertain. It is easy to understand with the following example: the popular event “315”. Its predictability is reflected in the following aspects: first, we all know that it happens on time on March 15th every year, and the time can be determined; second, 315 is Consumer Day, and according to convention, a party will be held to expose some illegal companies or brands, and the general content and process can be determined.

However, which brands will be exposed and why? We cannot know in advance, and there is complete uncertainty. It is precisely this unpredictable factor that makes the 315 hot topic reach its climax and become the focus of discussion. These are hot spots that are both predictable and carry strong uncertainties, including large-scale new product exhibitions such as Apple's press conferences.

As for how to take advantage of hot spots, that is what I want to talk about next.

3. Correct unlocking posture for hotspots

I consider myself an old hand at chasing hot topics. I have participated in many hot topic leveraging activities and analyzed and summarized many successful or failed cases.

Here are some small suggestions: timeliness comes first, seize the best opportunity, especially for sudden hot spots; use unique angles and content to be different and stand out, especially for those who have lost the advantage of time and speed; handle the relationship between hot spots and your own public account brand and content positioning; chase hot spots rationally, don’t chase all hot spots, and avoid chasing them blindly .

If you want to learn more about the methods and key points of hot spots in more depth and detail, you can read the two articles I wrote about hot spots before, which are both practical summaries of experience:

1) "A star-chasing dog's autobiography: You can also chase hot spots in this way"
2) "I spent two months and failed six times in hot spot marketing "

Of course, it is not easy to take advantage of hot spots, and relatively few people can succeed. It requires "the right time, the right place, and the right people." But this does not affect our continuous learning and experimentation. This is another good channel for attracting new users to the official account.

Okay, I’ll stop here. If you continue, I’ll have to expose my past. Anyone who has read this far is in true love (heart).

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