Mimi Meng, Youshu, Tongdao Dashu, Xin Shixiang... How do they attract fans?
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We often say that the biggest difference between new media and traditional media is interactivity. Traditional media don’t know who their readers are and rarely pay attention to reader feedback. But as new media people, let us ask ourselves, apart from reading and liking, how much have we done to embrace users? New media is becoming increasingly rich in terms of platforms, media and basic functions. It goes without saying that there are many content platforms. In addition to pictures and texts, audio, short videos , and live broadcasts have all matured. Even the closed WeChat public platform is constantly improving the user experience by adding new features. In fact, new media people already have enough tools to complete various forms of user interaction, and there are already enough practical cases. The biggest obstacle may come from concepts. At present, it has become a common problem for public accounts to have slow follower growth, low opening rate and low activity. So why not look for the antidote from big accounts? If you don’t personally reply to every message, don’t talk about interaction The most basic interaction comes from the comments below the article and the messages in the background of the official account. Everyone knows this, but only a few people can continue to do it with their heart. Alibaba ’s sales team has a slogan: Do simple things repeatedly, and do repetitive things seriously. When you do the same thing thousands or tens of thousands of times, unexpected changes often occur. Even through comments and messages, big accounts can use practical actions to make you realize the gap between people. More than one big account founder said that replying to every message in the background is the basic skill of running a public account. Lao Jin, the Durex Weibo operator, once said that anyone who has not replied to 800 Weibo posts every day is not qualified to talk about social marketing . You know, Zhang Xiaolong, the "Father of WeChat ", also once checked users' feedback emails about Foxmail one by one late at night. He Caitou’s “Past Events on the Edge of the Grove” and Feng Dahui ’s “Rumors”, the comments below the articles are more interesting than the articles themselves. These KOLs are known for their sharp opinions, and when they touch the nerves of a group of people, responding to user feedback itself enriches the content. And because the users' weirdness is often unexpected, this confrontation becomes more entertaining. Through repeated interactions with users, operators have completed the training of coming from the masses and going back to the masses. Only those who are closer to user psychology and understand user needs better can grasp the essence of new media. Replying to every message is just the basic skill of interaction. But apart from this, what other interactive routines are there? Mi Meng : Say a few more words On November 2, Mimi Meng’s article “You think your boss is an idiot, and your boss thinks the same way” was all over the internet again. However, you may not have noticed that at the end of the article, Mimi Meng added a PS (abbreviation of postscr ip t in English, meaning supplementary explanation), and the direct consequence of this supplementary explanation was that this article topped the WeChat public account original content list released by Xinbang the next day with more than 10w readings and more than 60,000 likes. As of 12:00 on December 8, this article has received nearly 100,000 likes. It can be seen from the comments that many readers were indeed unaware of the existence of the like function. With a few provocative words, "Mimeng" once again obtained beautiful data and also completed user education by the way. "Say a few more words" has become a routine. "Mimeng" often adds a PS at the end of the article, which may be an aftertaste of the article's theme, or it may be a personal presentation unrelated to the article. "A few more words" is less formal than the main text and more like a private whisper. Combined with the comment function, you can easily complete an emotional interaction with readers. Care for Gossip Growth Association: Let millions of concubines do UGC When we review the hot topics on social media in 2016, there should be no doubt that Wang Baoqiang's divorce case won the first place. The day after the news broke, on August 15, the well-known entertainment account "Care for Gossip Growth Association" published a hot article with over 2 million views, "More than 100 hotel check-in records of Wang Baoqiang's former agent were exposed by his ex-wife! Wang Baoqiang only found out about Ma Rong’s cheating 2 days ago! 》directly helped “Kanba” gain 320,000 followers in one day. Although there is no paparazzi team like Zhuo Wei, "Guan Ba" often has exclusive revelations, and the source of the information is none other than the millions of concubines. Founder Ma Rui once revealed that the WeChat backend receives hundreds of thousands of messages every day, and various mistresses have become volunteer paparazzi for "Guanba". This UGC strategy not only makes "Guanba" frequently exclusive in content, but also gives users a sense of accomplishment and makes them more accepting of "Guanba". Establishing a strong UGC content production system is not a one-day task, but "Du Shaofei"'s strategy can serve as a good transition. It is better to establish a regular column first. Like Du Shao, you can also achieve effective interaction with users by soliciting photos from users every Sunday and then editing and presenting them on Monday. When we talk about the PGC trend, we also need to realize that the significance of UGC is not only to supplement the content. For self-media , it is also a way to communicate with users and an effective way to cultivate loyal fans. Youshu: Using the community to snowball At the end of 2015, Youshu had only a few hundred thousand fans. No one would have thought at that time that by the end of 2016 it would be on its way to tens of millions of fans. Social interaction is an important part of the rapid growth process. There is an entrance to the group in the menu bar of the official account, and there will be a prompt to join the group after following it. After guiding users to join the group, "Youshu" carried out strong operations. In the early days, in order to enhance users' motivation to share, "Youshu" also provided users with some e-book reading packages, which could be received after sharing relevant information, thereby driving a snowball-like growth in fans. The concept of community has been abandoned by many people, but it is not that communities do not work. Rather, in the WeChat environment, communities built on the WeChat group infrastructure can only avoid becoming lifeless under strong operations. Lei Wentao, the founder of "Youshu", emphasized that a group must have group rules, and without rules there will be no order. Wu Xiaobo, founder of "Wu Xiaobo Channel", proposed that a community must have values; without values it is just a mob. Only by establishing clear community rules, constantly strengthening the community's values, and continuously investing in "bait" and planning activities can we truly and effectively enable users to interact within the community. I walk with the wind: personal account + interactive column + live broadcast "I Walk with the Wind" is definitely the dark horse in the self-media in 2016. This public account, founded by a sophomore student born in 1997, has attracted nearly one million fans in less than a year by its own efforts. Content that caters to the post-95 generation is the foundation, while all-round interaction from content to operations is the accelerator. In the headline article "I walk with the wind", personal WeChat accounts were published. Loyal fans have a closer relationship with operators by adding personal accounts. The two are no longer in a relationship of operator and reader, but become friends, taking a step further emotionally. The Moments of personal accounts have also become a channel , which is very effective for promoting articles or recruiting readers for book signing events. The two posts every day may seem like a collection of jokes, but the articles compiled from readers’ responses have become a fixed column for interacting with users. The clear positioning and topics close to users' daily lives give participants something to say and make readers feel that it is about themselves. The explosion of live streaming in 2016 has provided self-media professionals with another way to interact with users. Compared with pictures and texts, live broadcast is more intuitive, the feedback is more timely, the relationship between the host and the user is closer, and the interactive effect far exceeds other methods. Of course, in an age where appearance is justice, good-looking people are more suitable for interacting through live broadcasts. Uncle Tongdao: From the Second Dimension to the Three-Dimensional World Soon, a coffee shop called "Aspirin Museum" will open in Cheniandian Hutong, Beijing. The owner behind it is "Brother Yue", the operator of the public account "Aspirin Museum", a 92-year-old girl named Zhao Yue. Zhao Yue is not the only one who has put the idea of moving his online influence to offline reality. In September this year, "Tongdao Uncle" opened his own "Tongdao Coffee" in the prosperous area of Zhengda Plaza in Shanghai. The decoration of the store is full of constellation themes. The images created by "Tongdao Uncle" online can be touched, eaten, taken pictures with, and even taken home. Moving from online to offline, turning spirit into entity, shaping derivative brands, and achieving contact with users in three-dimensional space and time is a very interesting high-level interaction and a beneficial attempt to expand the self-media business model . But for you who are ready to try it, you should know that opening a coffee shop and running your own media are two different things. It is very likely that both parties will prosper or suffer together. New World: Let users become co-actors The frequent screen appearance of "New World View" this year even makes people feel a little harassed, but it is undeniable that in terms of brand influence and communication volume, "New World View" has indeed achieved a phenomenal level. In terms of the influence of event planning , it even surpasses professional marketing companies. "Escape to the north after 4 hours", "Beijing at 4 o'clock in the morning", "Book throwing operation" and so on were mentioned repeatedly. When a user reads one of your articles, it is a form of communication. When a user participates in an event you plan, it is also a form of communication. However, it is obvious that the intensity of participation in just reading is significantly weaker than that in actually taking action. Zhang Wei calls his users "people acting in concert" in order to highlight the value of participating in the action. From the actual results, the WeChat article "Escape from Beijing, Shanghai and Guangzhou in 4 hours" has been read over one million times, with more than 100,000 new WeChat fans, and the Weibo topic has been read over 10 million times. Planning events has become a new trend. Near the early morning of September 29, Jiang Sida’s WeChat public account "Sida Pat" sent out a text push saying that a night walk would be organized in two hours and would last until dawn, attracting hundreds of people to participate. Recently, "Hu Xinshu" took advantage of the marketing opportunity of "The Ferryman" and used a ferry bus as a base to release his positioning on social media, creating an interaction where you have a story and I have wine. Properly planned online and offline activities will trigger active participation from users, and the word-of-mouth effect will reverberate to social media, leading to wider dissemination. It not only makes users' eyes light up, but also brings fame and fortune. However, in order to successfully organize an event, each link is a hurdle, including insight into human creativity, thoughtful execution, and subsequent communication and packaging. Will I die if I don’t interact? Maybe it will After the advent of talkies, many stars of the silent film era soon disappeared. Every change in media puts forward new requirements for the communicator, because the logic of communication has changed and the habits of users have changed. Not all content published on new media platforms can be called new media. Compared with the past, the "newness" of new media lies in the stronger interaction between creators and content consumers. Thanks to the mobile Internet , it has become more convenient for people to connect with each other through content, which requires creators to truly create for users. Interaction and language communication are only forms. What is more important is to achieve spiritual resonance and further follow-up actions based on understanding the users. In this process, what the creator gives to users is not an article or a video, but a complete experience. In this experience journey completed by creators and users together, users need to feel recognized, valued, and involved. Only in this way can you have fans, otherwise, they will all be passers-by. And this cannot be achieved behind closed doors. In the new media era, will you die if you don’t interact? Maybe it will. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @张恒( Qinggua Media ). Please indicate the author information and source when reprinting! |
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