A complete analysis of the tactics used by the official accounts of the Palace Museum Taobao, Museum Magazine, Haier, etc. to increase followers!

How to increase followers on official corporate accounts has always been a tricky problem for operators . Official accounts are either used to promote products or to serve as official platforms for publishing consultations. Both have clear purposes, so the forms of promotion and increasing followers for official accounts are different from those for ordinary self-media .

Most official accounts are limited to short-term activities such as increasing followers through events, but they don’t realize that increasing followers by creating personalized IP content is the path to sustainable development for official accounts.

This time, Xigua analyzed multiple official Weibo accounts and summarized several tips to help you understand the new model of increasing followers through official Weibo content.

1. Close the distance and make the painting style down-to-earth

In people’s stereotype, official Weibo accounts all take a high-cold approach, especially those related to “government affairs”, which are easily given the persona of “old cadres”, giving people a sense of distance.

But now many official accounts have begun to break the stereotyped impression and change their style to a more "down-to-earth" approach. While maintaining professionalism and practicality, publish content using easy-to-understand, humorous and interesting words to bring you closer to your fans.

For example, the "I Name the Typhoon" activity held by the Central Meteorological Observatory on Weibo some time ago made the official Weibo account, which originally had only double-digit retweets, receive nearly 100,000 retweets and become a hot topic on Weibo.

While popularizing the process of typhoon naming, the activity allows users to participate in the decision-making of typhoon naming, making the originally "unattainable" typhoon naming rights lively and down-to-earth, deepening users' sense of participation, and narrowing the distance between users and the official blog while disseminating professional knowledge.

△The number of reposts on Weibo for the "I Name the Typhoon" activity was nearly 100,000

The Shanghai Rainbow Choir, which has received a lot of attention with songs such as "Zhang Shichao, Where Did You Put My House Keys" and "Feeling My Body Is Hollowed Out", also follows a "down-to-earth" approach.

Incorporating down-to-earth words such as "naughty child" and "feeling drained" into the choral symphony breaks the boundaries of serious music, makes the content closer to life, and brings users closer.

2

Contrast ghost animal attracts fans quickly

In addition to the simple and "down-to-earth" approach, "contrasting cuteness" is also a powerful weapon for official accounts to attract fans.

The official Weibo account of the Sanxingdui Museum in Guanghan, Sichuan, which sounded like it should be a serious and old-fashioned one, has now amassed 3.82 million followers since it started to adopt a cute and naughty approach.

The reason for attracting fans is not only the use of popular science that is "down to earth", but more importantly, the serious interaction with fans from a humorous and funny perspective. Behind the seemingly serious style are various "witty" things. This straightforward sense of humor has brought a large number of loyal users to the museum.

△ Click to view larger image

Compared to the museum's "serious" cuteness and mischief, Xiaomi takes the "official weirdness" to the extreme.

After the popularity of Xiaomi CEO Lei Jun ’s ghost video “Are you OK” on Bilibili , the style of the video has evolved from introducing technology products to self-deprecating and funny directions.

Not only did the official Weibo account make fun of itself, but even Lei Jun did not forget to make fun of himself during the live show of " U Can U Bilibili ": "Haven't you heard my songs on Bilibili?"

On the one hand, Xiaomi's "official ghost animal" form of interaction brings it closer to existing fans, and on the other hand, it promotes brand awareness through the release of spoof content, attracts the attention of many non-Xiaomi users, and increases the intensity and scope of its crackdowns.

△ Xiaomi is happy to mock its own CEO Lei Jun's "Are you ok?"

3

Make good use of emojis

The most indispensable thing in social networks nowadays is emoticons, and most people say they cannot communicate without them. For official accounts, emoticons are also a shortcut to narrowing the distance between users and becoming an " Internet celebrity " official account.

The official Weibo account of the Palace Museum in Beijing, the Palace Museum Taobao, initially became popular on the Internet thanks to its own emoticon package. It combines Chinese court style with cute emoticons to form its own unique style, enhance its personalized IP, and through interesting expressions such as "cute" and "squinting eyes", it arouses topics, narrows the distance with users and increases stickiness.

△ Click to view larger image

If you don’t have the built-in art features like the Forbidden City Taobao, then using popular emoticon packages is also a great way to activate your fans.

People's Daily occasionally includes emoticons when publishing news information, which is sharp and interesting. By delivering playful yet profound content through emoticons, it has gained a large number of loyal users.

Although emojis are a great tool for increasing followers, it should be noted that copyright infringement incidents with emojis are frequent nowadays, so you should be more cautious when using real-life emojis. Whether it is for commercial use or for personal entertainment, you must think twice. If you accidentally infringe on someone's rights, the result will be more than you gain.

4

Increase exposure, official microblog linkage

In addition to making good use of emoticons, keeping up with trends and being able to tell jokes have also become necessary skills for the official Weibo accounts of "Internet celebrities".

The relationship between Lu Han and Guan Xiaotong, which caused Weibo to collapse the day before yesterday, triggered the “Hello everyone” style to flood the circle of friends . Major official accounts took advantage of the situation and joined forces to capitalize on the popularity, thereby increasing exposure and user reach, deepening personalized interactions, and driving fan growth.

Haier , the head coach of 800,000 Blue Vs, mostly has basic users who started when he led a large number of Blue V groups to criticize Wang Jianlin for not being able to afford a house and for various hot topics.

In the early stage, Haier Jun seized the fans' love of watching the fun, increased the exposure of the official blog by grabbing hot topics, and accumulated a certain number of fans; in the later stage, through the IP cross-border linkage model, jointly interacted with other Blue Vs to increase the fan coverage. Haier Jun has always kept up with popular information and topics, and continuously expanded the fan coverage.

△ Screenshot of Haier’s Weibo post with the Blue V group criticizing Wang Jianlin

5

More interactions, closer contact

After having a certain base of fans, maintaining fan stickiness becomes the most important task of the official account. After all, only by maintaining a high level of fan activity can one better promote one's own products.

The most direct way to keep fans active is to interact more with them and reply frequently and give interesting replies.

Frequent replies are to maintain fan activity and increase fan stickiness; amazing replies are to attract fans' attention with interesting content, while maintaining fun and strengthening the official account's personalized IP.

Taking Bowu Magazine, a popular science account with 7.5 million followers on Weibo, as an example, Bowu initially followed a conventional popular science education route, with relatively vertical followers and low overall attention. Later on, Bowujun changed its mode of operation, from simple popular science to helping netizens answer their questions. Whether it is flowers, birds, fish, insects, or texts and ancient monuments, you can get answers here.

Bowujun’s frequent replies increase the activity of fans. His replies, which carry the soft, cute and arrogant attributes of a science guy, and are full of interesting popular science, not only strengthen Bowujun’s IP, but also accumulate a group of loyal fans for him.

△ Museum magazine follows the map and responds to the "how can it be better" model

The change in style of Xinhua News Agency, a central media outlet, began when it published a news item with only nine words, which was criticized by netizens for using three editors to write nine words.

Previously, Xinhua News Agency rarely responded to fans' messages, but under this tweet, Xinhua News Agency's amazing reply "against" fans made this article exceed 100,000+ views and likes in a short period of time. Also a few days after this incident, the number of users of Xinhua News Agency's WeChat public account exceeded 10 million.

Select interesting, nutritious and valuable content in a timely manner to interact with fans and continuously strengthen your own personalized IP. Especially this kind of "witty" type of arrogance and aloofness is more easily accepted by young people and causes widespread dissemination.

△Xinhua News Agency's 9-word news triggered a wave of comments from netizens

Due to their unique attributes, official accounts are prone to encounter bottlenecks during promotion. Sticking to activities to increase followers will only bring short-term fan benefits. For long-term development, they must form their own unique writing style and clear and independent personality IP in terms of content.

Only by trying more, finding the most irreplaceable model of the official blog, and selecting the content format suitable for your own products, can you gain more exposure and long-term fan benefits.