New Media Sharing | A 10,000-word WeChat Official Account Operation Guide

1. User portrait

It refers to a virtual representative of a real user, a target user model based on a series of real data.

When there are multiple user portraits, you need to consider the priority of the user portraits.

Usually it cannot exceed three, otherwise the user will become less accurate and the operation difficulty will increase.

User portraits can be adjusted continuously, but every adjustment will eliminate a group of old fans.

To put it simply, it is to label users

Therefore, we need to virtualize the user and find out his external and internal characteristics.

Based on these features, push the content he needs.

How to accurately determine user portraits? Who are your target users? Through three aspects:

User static features

User dynamic behavior

User demand frequency

For example, the vertical sub-categories of the public account : Huang Xiaochu

The static characteristics of users are mainly: housewives, young women, some men

The main dynamic behaviors of users are: like cooking, like food, like wine

User demand frequency: every day

User portraits: housewives who cook every day, young women who like gourmet food, men who like wine

These are the four most typical positionings in the industry.

Vertical type - has strong platform attributes and is more suitable for corporate operations.

Self-media - has outstanding personal charm and is more suitable for individuals and small teams.

Regional type - The commercial value is much lower than the above two types and is more suitable for local team operations.

Sub-classification - higher cost, huge potential. If you persist, you may become a unicorn in this field in the future, and then look for a commercial monetization model.

A company has multiple WeChat public accounts, and these WeChat public accounts together are called a matrix.

For example, visual culture:

The WeChat matrix, which consists of Visual Magazine, Her Magazine, Yidu, and Entertainment Pictorial, focuses on life while also entering into different sub-sectors.

Personal perspective:

If you don’t make new media your career within a year, then I suggest you just create a WeChat subscription account , and the content can be distributed to other new media platforms.

Career perspective:

If you are working in new media, or want to make money through new media. Then I suggest you create multiple WeChat subscription accounts at the same time.

Regional perspective:

If you are currently working on a regional WeChat public account

If a prefecture-level city includes six county-level cities, and you are currently working on the account of one of the county-level cities, I suggest you speed up and develop the accounts of the other five county-level cities as well. A regional WeChat matrix is ​​formed to cover the entire city.

Because the value of regional public accounts is not as high as that of vertical public accounts, there is not much development prospect if you focus on one account.

Enterprise perspective:

If your company only has one business/product/project, then you only need to create a WeChat subscription account + a WeChat service account .

If your company has multiple businesses/products/projects and they belong to different segments within the same vertical field, then I suggest you create multiple WeChat subscription accounts of different types + one/multiple service accounts. Otherwise, promoting multiple businesses in one official account will cause big problems!

If your company has multiple businesses/products/projects and they belong to completely different fields, then I suggest you create multiple WeChat subscription accounts of different types and name the WeChat public account in the mode of brand + type. For example: Hujiang English, Hujiang French.

It is very difficult to create an original WeChat matrix, and one account may require 2-3 people to work on it.

It is relatively easy to create a WeChat matrix for reposting, and generally requires 1-2 people to do it for one account.

When registering a WeChat public account, there are five types for you to choose from: enterprise, individual, government, media and other organizations. For the vast majority of people, the only choices are companies and individuals, so the following article will talk about companies and individuals.

When registering, if you choose a personal type of WeChat public account, (according to current rules) you will not be able to change the entity type later, such as changing it to a corporate entity (according to current rules), and you will not be able to apply for certification, but you can obtain original and reward functions.

From the end of 2014 to the end of 2015, personal subscription accounts can be upgraded to corporate subscription accounts by finding a certification company and have a V certificate added. The process is as follows:

However, since 2016, there has been no authentication entrance for personal subscription accounts to upgrade to corporate subscription accounts. (Unless the WeChat team revises this rule in the future)

When registering, choose a corporate WeChat public account. You will then need to submit company-related information, including organization code, business license, or a combination of the three certificates.

So there are three situations involved when opening the account. Is it using a friend’s business license? Or find an agency? Or your own business license?

1. Use the business license of the agency company. The corporate entity is this company, and the ownership also belongs to this company. You are just the operator, and the other party can reset the password at any time.

2. Use your friend’s business advice. The corporate entity is your friend’s company, and the ownership also belongs to his company. You are just the operator, and the other party can reset your password at any time.

3. Use your own business operations. The main body of the business is your own company and the ownership rights belong to you.

1. Public account name:

Corporate brand or personal brand (strengthening brand awareness and enhancing brand endorsement)

What do I do or what can I do for you (to attract users)

Features (deepen impression)

Let’s break down these three elements ( keywords ) and look at a few examples:

Liushen-Leilei-Reading Jin Yong

North America - International Students - Daily News

Franklin Book Club

2. Introduction to the functions of the official account

Requires a vision – an impact vision or a shared vision

For example: Reading at 10 o'clock

Its function introduction means: at 10 o'clock every night, Ten O'Clock Reading will accompany you to read and build a better life together. Here you can read good books/stories/beautiful articles/radio stations/aesthetics.

If the content delivered by the function introduction is what you need (chicken soup or dry goods ), or is valuable to you, you will follow this account.

It has an impact vision

For example: Reading poems for you

Its function introduction means: pay attention to reading poetry for you, find the place where your soul rests, let us promote poetry together and let poetry spread wider and farther.

Its functional introduction delivers more than just what you need (chicken soup or dry goods), or what is valuable to you.

More importantly, if you also want to accomplish what it expresses, you will follow this account.

It has an impact vision

3. Automatic Reply

Who am I?

What am I doing?

What can I offer you?

4. Menu Bar

The difference between the menu bar and the automatic reply content is that it can display more content and provide better services.

Three first-level menus can be set in the menu bar, and each first-level menu can have five second-level menus.

The more menus you set up, the more user traffic will be diverted, that is, the fewer menus there are, the higher the menu click rate will be.

Difference 1: WeChat authentication

After authentication, WeChat has acknowledged the uniqueness and authenticity of the account, because the same name could be registered multiple times before. Later, WeChat adjusted the rules. The adjusted rules are that only one name can be registered.

After successful authentication, the corporate entity's subscription account will have more permissions than an individual entity's subscription account, mainly in terms of excuse permissions. The following two pictures are some comparison pictures of permissions.

Difference 2——Menu bar jump page

If you want to promote an external URL link in the menu bar at the bottom of the official account, that is, the domain name address is not owned by WeChat, it must be a certified corporate entity subscription account.

It is impossible to manually add external links to personal subscription accounts.

The picture below is the menu bar settings page of the personal subscription account. Yes, you can only add internal image and text addresses

Difference 3: Appreciation

For ordinary people, this should be the biggest difference. Personal accounts can get the reward function, so how much reward can they get?

According to statistics, for every 5 likes on a knowledge-based KOL ’s article, one person will give a reward.

The source from which an individual obtains information to satisfy his or her information needs is called “information source”. All sources of generating, producing, storing, processing and disseminating information can be regarded as information sources.

There are three types of information sources according to the form of dissemination:

Oral information sources, documentary information sources and physical information sources of Hamilton.

1. Oral information sources exist in the memory of the human brain, and people communicate and spread information through exchanges, discussions, and reports.

2. Physical information sources exist in nature and man-made products, and people can communicate and disseminate information through practice, experimentation, collection, and visits.

3. Document information sources exist in documents, and people can communicate and spread them through reading, audio-visual learning, etc. (including printed information sources and electronic information sources, etc.)

According to the degree of processing and intensiveness, there are four types:

Primary information source: information directly from the author without any processing

Secondary information source: Perception information source, processing and extracting information from primary information source

Tertiary information sources: Regenerated information sources or reference books ( encyclopedias , dictionaries, manuals, yearbooks)

Fourth information sources: libraries, archives, databases, and museums.

The content of public accounts can be in the form of pictures, texts, videos, audios, etc. These forms are actually information, so in essence, public accounts provide information to users, and there are four differentiated forms of provision:

1. Difference in the amount of information

Provide more information to alleviate the gradually improving information asymmetry problem. Because there are more and more similar public accounts and articles in the public account ecosystem, if you want to make your public account more unique, you can provide more articles to users, that is, push 8 articles in one article (some third-party platforms have counted that this type of public account generally publishes 7 articles). The information asymmetry here is: other public accounts only post one or two articles, while your public account posts many articles, and fans choose to follow you first.

There are many public accounts that write science and technology articles, but the quality varies. Even for many public accounts with good data, the push frequency is unstable. However, the industry's leading technology self-media, Huxiu.com and Titanium Media , have applied to reprint articles from these public accounts on their own accounts, which means they push multiple articles every day. Gradually distance yourself from personal media.

2. Information breadth and difference

The most common type of this kind of broad content is foreign content that is novel, interesting, competitive, and makes you jealous. This content is usually information that fans are not aware of.

For example, there is a video on Pear Video titled "What kind of house can you buy around the world with 4 million RMB?" 》

The content of the video is that starting from the Fourth Ring Road of Beijing, Pear Video's photographers interviewed some homeowners in ten countries and regions including Singapore, Dubai, Japan, and Europe. These people own school district houses, sea view houses, river view houses, apartments, villas, etc. worth 4 million yuan.

The editor went into the house and asked the owner to show everyone what houses worth 4 million dollars around the world look like. The video is very entertaining and has collection value, and the communication effect is also quite good.

3. Difference in information thickness

Provide more exclusive information and expand the advantage of information asymmetry

When a hot news appears, the faster the push speed and the more complete the information, the easier it is to increase readership and fans. More exclusive information usually needs to be collected from people in the industry, by searching for relevant keywords on Zhihu, Weibo, and Baidu, and organizing valuable information into articles.

There is an article in Sanlian Life Weekly called "The Legend of "Master" Wang Lin". This article was pushed after the news of Wang Lin's death due to illness came out.

In this article, the reporter conducted an in-depth investigation into Wang Lin’s hometown, and profoundly exposed Wang Lin’s various magic spells, changes in his hometown, the local government, obtaining evidence from neighbors, his imprisonment history, turning points in Wang Lin’s life, his network of friends, and the process of accumulating wealth, and quickly earned over 100,000 yuan.

That is to conduct in-depth interviews and reports at the source of the event, which traditional media usually do offline. Self-media is mainly conducted online. Whenever a hot event occurs, if the parties involved can be interviewed, the dissemination rate of the article can be greatly increased.

4. Differences in information expression

What I admire most in this regard is the UC Shock Department . The self-media on UC have used it to perfection.

For example, the article in the picture, "Woman Jinsha rolled down the stairs in the villa and was rushed to the hospital for treatment," is a typical way of misinterpreting the content of the article, exaggerating the key cause of the problem, replacing falling with rolling down, and using it in the title.

These are the three most typical content production methods, key points, advantages and disadvantages in the industry.

1. GUC Model – User Generated Content

Your fans can produce content for you, write articles, and push them through your official account.

This model is mainly based on originality. If you don’t have a lot of fans, you can’t use this model.

Advantages: Low cost

Disadvantages: Most of them are of poor quality

2. PGC model - professional content production

People who specialize in writing articles will provide you with articles and push them through your official account. Most of these people are print media editors, writers, journalists, etc.

This model is mainly based on originality, or you can seek authorization from others to publish, or you can plagiarize.

It is very difficult to find a bunch of people to continuously provide you with manuscripts. If you don’t have any connections in the industry, there is basically no hope.

But this model is actually the best and also the most lacking in the industry.

Advantages: High quality

Disadvantage: slightly expensive

3. OGC model - professional content production

This is the most frequent production model in the industry, with content produced by employees and part-time college students.

But it is obvious that although the employees are hardworking, they are not professional enough.

In this model, employees can create original works, seek authorization, or plagiarize, and the quality varies.

Advantages: stable and cost-effective

Disadvantages: Poor content quality

1. Short URL Generator

Function:

It can generate very long links into very short links. For new media operations , a very short link can enhance user experience . When the link is generated as a QR code, the pattern density in the QR code will become very low. In addition, putting the short URL in the "auto reply" function of the official account can also save text.

1. Baidu Short URL (http://dwz.cn)

2. Sina Weibo website (http://sina.lt/)

Directions:

Open the Baidu short URL on your computer, paste the long link into the "Shorten URL" function, click "Shorten URL", and you're done.

Both Baidu and Sina provide the "URL restoration" function, which is also quite interesting. In addition, Sina Weibo short URL also allows you to customize the URL suffix.

2. Image recognition website

Function:

Baidu Image Recognition is really powerful. I have used it to identify various potted plants, and it was always accurate. Baidu's image recognition and retrieval technology is really not to be underestimated.

Baidu Image Recognition (http://image.baidu.com/?fr=shitu)

Directions:

Open Baidu Image Recognition on your computer, upload the picture you want to recognize, or enter the picture URL, and then wait for the results.

Foreign image recognition websites:

Google Image Recognition (http://www.google.com.tw/imghp?hl=zh-CN&tab=wi)

tineye reverse image search (http://www.tineye.com)

3. Mind Map

Function:

Mind mapping uses the technique of combining images and text to express the relationship between topics at all levels through mutually subordinate and related hierarchical diagrams, and to establish memory links between topic keywords and images, colors, etc. Mind mapping makes full use of the functions of the left and right brains, and utilizes the laws of memory, reading, and thinking to help people achieve a balanced development between science and art, logic and imagination, thereby unlocking the infinite potential of the human brain. . .

Mind mapping is a tool to help you sort out your knowledge structure.

Baidu Mind Map (http://naotu.baidu.com/)

Directions:

Open the Baidu Mind Map website on your computer and log in with your Baidu account.

Click the "New Mind Map" button to start drawing!

There is no need to design the structure yourself, there are fixed templates to use, the operation is simple, and after drawing, you can save it in PNG format. Every mind map drawn will be recorded in the database and will not be lost.

Microsoft Visio Drawing

Compared with Baidu Mind Map, the mapping process of this Microsoft tool is slower, but more professional. Suitable for external meetings and lectures. Taking the Parents Nation business model that I deconstructed as an example, this is what the effect was after the first use.

4. GIF Maker

Screen GIF

Screen GIF is a Gif animation recording tool that can capture GIF images directly from your screen. You can use Screen GIF to capture what is happening or operating on your current screen, and then save it directly as an animated image in GIF format.

Using ScreenGIF, you can capture any area of ​​the screen and the operation process as an animated image in GIF format. The GIF animation can be edited and optimized during the saving process.

Directions:

Run this program and use the start/stop controls to capture a GIF image.

GifGrabber (Mac)

It only takes a few clicks to create a GIF, with start and stop buttons, and captures GIFs up to 30 seconds long. You can choose which loop you like best, adjust the frame rate, and even add subtitles based on your preferences! Also preview the file size of the GIF before saving. As an Android user, I think it’s amazing. . .

Directions:

Get GIPHY Capture on the Apple App Store

Step 1: Move the capture window over the video

Step 2: Start and Stop Capture

Step 3: Save or click Upload Screenshot

5. Jigsaw puzzle software

CollageIt Pro

This is a very simple photo collage tool. It only takes three steps to make your photo collage unique. Support adding photos, setting parameters, and generating collage preview, and save to image formats such as BMP, JPEG, PNG, TGA, GIF, etc. when completed.

Support creating collages of several or 100 photos, real-time preview, ultra-high speed, preview the final collage in one second. This is a minute-by-minute kill of Meitu Xiuxiu

Directions:

Open CollageIt Pro on your computer, add photos, set parameters, generate a preview, and save the collage as an image file.

6. Video Recording Software

When we see the video we need on the web page and want to record it, we can use this kind of tool. In order to make a GIF image and insert it into an article, I recorded a video first and then converted it into GIF, which was very convenient.

Bandicam

Bandicam video recording software is known as one of the three major video recording tools in the world. Bandicam even made a simplified Chinese version specifically for us Chinese people.

It takes up very little disk space, can be opened within 1 second, and the keyboard can be used to start, pause, and end recording. The recording almost does not stop, and the recorded video capacity is very small.

Supports recording computer screen, webcam, full-screen game video (AVI, MP4 format), supports 4K UHD resolution (3840 x 2160), supports recording 120FPS video, and supports long-term recording of more than 24 hours.

But it has an advantage and a disadvantage at the same time. The advantage is that you can record for free for 10 minutes; the disadvantage is that after 10 minutes, it will pause and then start recording again.

Directions:

Download and install the software, then open it.

In "General", you can set "output folder location", "whether the window should be on top", and "whether to complete recording automatically".

In "FPS Frames", you can lock the video frame rate.

In "Video", you can set "Shortcut keys for recording/stopping/pause" and "Audio effects".

In "Audio", you can set "Screenshot shortcut keys and image format".

The recording interface is really fresh and simple. . .

Let's take a look at the final recording. That’s right, this is the “ Couple Traveling Hand in Hand Around the World” that many big self-media accounts have posted before. I climbed over the wall and went to the website they founded to record it. . . Please prepare dog food

7. Video conversion tools

Leawo universal converter (http://www.leawo.cn/)

It can change the size of video files, convert video formats individually or in batches, support almost all common formats, merge multiple videos into one, cut black edges, capture videos, add watermarks, etc.

Directions:

After opening the official website on your computer, download and install it, drag the video file into the software, and you can start operating.

8. Web video + audio extraction tool

Maxthon Cloud Browser ·Resource Sniffer

As long as you enter any URL into Maxthon Cloud Browser and load the video or audio on the webpage, you can download the resources to your local computer for free without having to register or log in. As long as the files are not extremely large, I have almost never had any failures.

Directions:

Download Maxthon Cloud Browser on your computer. After successful installation, open the browser, open any website with embedded videos, click "Resource Sniffer" in the "Customize Shortcut Bar" in the upper right corner of the browser, and you can start downloading!

WeChat articles that go viral are usually highly critical.

In other words, by writing critical articles, it is easy to increase the number of readers and reposts.

Because these articles have one thing in common - emotional

1. What is emotional logic?

For example, the content of an article with more than 100,000 views:

The current entrepreneurial ecosystem has long deteriorated to the point of becoming a killing game of capital - wherever capital passes, it becomes scorched earth and no grass grows. Venture capital, which was originally positioned as an angel investor , has completely become a devil that kills most entrepreneurial spaces.

Emotional articles are good at:

Use melodramatic words to describe events

Increase the severity of the incident many times

The logic is subjective and unsupported.

The reading volume is high because emotional articles seem to be logical. For example, the logic of this paragraph is: Entrepreneurship is driven by capital, and capital is a murderous devil.

But there is absolutely no connection between the devil and capital. The devil is just a concept in religion and is at most used to describe criminals.

Describe ≠ be.

Emotional logic is based on speculation and not on factual judgment.

The speculation is:

Use individual cases to deny the group.

Use the part to negate the whole.

Most people will be deceived by this kind of view that seems logical but is actually illogical.

For example, when you meet a few programmers and think that they have low emotional intelligence and poor taste, you start to complain about all programmers.

For example, when you meet a beautiful woman who is well-dressed, you assume that her room must be very clean.

If you can’t write content with strong logic, then write content based on subjective assumptions and conjectures, because many people’s cognitive abilities are very low.

This type of people's understanding of certain things is inherently wrong, and you only need to provide speculation about these things to incite them to share.

2. Issue social currency

People express themselves freely and disclose information as an intrinsic reward to themselves.

Sharing one's opinions can produce the same brain wave states as receiving money and food on your own.

People tend to choose iconic identity signals as the most direct evidence for judging identity. We like to share some articles on WeChat Moments because these articles speak for us and send out certain signals.

These signals are collectively called social currency

For example, sharing a funny video can make others think that you are cheerful and humorous.

For example, sharing a travel article can make others think of you as a literary youth.

Before issuing social currency, your article title or content must also have intrinsic appeal.

For example, a Peking Opera clown mocks a genuine professor

For example, did you know that kangaroos can hop backwards?

For example, a 5-year-old girl can memorize English words quickly

Make seemingly impossible events possible.

The unconventional is considered an event that is beyond imagination and attracts attention.

The desire to be praised is a basic human motivation.

I have summarized the social currency of WeChat articles into two points: internal and external.

Let others appreciate your inner self

Make your presence known to others

For example, commenting in the circle of friends can increase topics of conversation, prove one's own value, and be well-informed. This is a very positive social currency.

In addition to these two points, we can also add the following to the article title and content:

Famous Quotes

Expressing three views

The truth

for example:

Wang Xiaobo: How to Live an Interesting Life (Famous Quotes, Prove Your Inner Taste)

People with higher levels are less troubled by emotional intelligence (expressing three views to prove that one's level is very high)

The truth about the upper class getting richer (the truth, proving that they have a lot of high-quality information)

3. Make the logic of the article more rigorous. Articles with strong logic are easier to share.

Until you make the article look more logical

The content of this type of article has many turning points and climaxes, which resonate with fans:

For example, after Hu Ge became popular, he fell from grace due to a car accident. After years of silence, he made a comeback and became popular again.

For example, after 7 years of starting a business, he didn’t get any shares, and his wife posted a message to criticize the founder.

At the beginning and middle of your sentences and paragraphs, add the following:

Because, so

Before, Now

If, Then

Although,

Not only that, but also

Actually, you can

For example, this technique was used in an article today by the well-known self-media "Taolu Music". Adding these words to your article will make it look very logical.

1. Reading perspective

Let the story in your article generate a reading perspective - upward chain, horizontal chain, and downward chain

When your article story has these three points at the same time, it can touch your fans.

The up-looking chain means that this story can make people in the up-looking chain envious and jealous

The eye-level chain means that this story can make people in the eye-level chain feel the same.

The condescending chain means that this story can make people in the condescending chain despise or disdain

For example, for articles about entrepreneurship, users generally like to read two types:

Stories of entrepreneurial success (envy, jealousy, empathy)

The story of failed entrepreneurship (contempt and disdain)

When writing WeChat articles about characters, you can add many elements:

The people in the story are doing things that fans envy

The people in the story are doing things that many fans have experienced.

The people in the story are trying the same thing as you, but failing

Words are dead, stories are alive, and only living stories can attract people to read.

2. Novice Writing

Write something clearly

Write to a specific group of people

Add a point of view

Beginning, middle, end (i.e. designing the article outline)

SF Express closed the data interface because Cainiao blocked SF Express first.

The reason behind this is that Alibaba hopes that SF Express will stop using Tencent Cloud and use Alibaba Cloud instead.

It also said that the Alibaba platform has removed SF Express from its logistics options, which has caused trouble for merchants in shipping.

What is a reader portrait?

Internet practitioners, e-commerce practitioners, express delivery practitioners, etc.

A certain point of view

Support Jack Ma , support Wang Wei , complain about Alibaba, support SF Express, etc.

3. Less pretentiousness, more density

We use accurate keywords to string together a piece of content, allowing readers to make associations and turn personal notes into a vivid article.

Ezra Pound once said: There is only one moral criterion for writing, and that is whether its expression is fundamentally correct.

Next, two examples are the endings of two best-selling novels:

Yukiho Tozawa was going up the escalator, her back looking like a white ghost. She never looked back once.
——Keigo Higashino, "White Night Walk"

He will be eager to come to you, and if he is still young, he will hug you like a naughty child who monopolizes his toys and refuses to share them with others. If he is no longer young, he will definitely be like a hunter who has returned from a long journey. He will light a bonfire beside you, and then hug you and fall asleep tiredly and peacefully. He will definitely find you, you have to wait.
——Guo Jingming, "Tiny Times"

Keigo Higashino's ending has a twist, while Guo Jingming's ending is very sensational.

But in fact, all the processes are to obtain results and make the article have a sense of weight, otherwise the previous content is useless.

She went upstairs without looking back.

He will definitely find you, you have to wait.

In other words, if you want your article to be logically coherent, you can progress from one point to the next.

For example, the following paragraph:

On June 1, Cainiao released a statement regarding SF Express' suspension of its logistics data interface...
However, SF Express pointed out in its response that it was not SF Express that first shut down the data interface, but because at midnight on June 1st...
The dispute also alerted the competent authority, the State Postal Administration, which released the news on its official website...
As of 24:00 on the night of the 1st, Cainiao and SF Express have not yet responded to the competent authorities...

By compressing the time nodes, a sense of tight time logic is created, making the article readable.

By highlighting the relationship between events, a sense of logical cohesion is created, making the article more readable.

4. Mutual confirmation

The content of many popular articles is not rigorous, but they can still become popular because they use this technique.

The two points of verification can be things, ideas, places, environments, etc.

From XXXX, we get XXXX

Because of XXXX, so XXXX

Although XXXX, but XXXX

An article by Mi Meng uses the technique of mutual confirmation at the beginning

I encountered a funny thing when I was flat-chested, which led to my female colleagues condemning me.

Flat chest is not funny, it's sad

An example to illustrate the above conclusion (a colleague has big breasts and puts them on the table every day)

Causing other girls to be envious

5. Make users think less

The easier it is for users to understand an article, the higher its reading volume. On the contrary, the more speculative an article is, the more difficult it is to spread.

Chen Maoye constellation, directly tell you what the characteristics of each constellation are

Independent fish movie , tell you directly what the story is about

A venomous movie that proves your point is right

Most people's reading process is as follows: they stop at the stage of memorizing information, or even only remember it for a short time, and forget it completely after 10 seconds.

Therefore, WeChat articles that make users fall into self-reflection are usually difficult to become popular, so the more objective the article is, the harder it is to be forwarded.

The article is value-oriented, which is actually a reward mechanism set up for users to reward them for continuing to read.

It can be a subheading in the article, or a truth in the content, and then make them bold. The purpose of doing this is to help users think about the article.

Users are actually too lazy to think;

But trying to make himself appear to have thought about the problem;

Or want to learn something.

They need to find an agent to capture their ideas and organize them into clear and self-consistent points of view. The reader is only responsible for agreeing with them. This agent is the author of the article.

6. Story Case

Enhance reading pleasure

Whether it is an emotional article or a rational article, readers will feel boring after reading a certain number of words. Constantly inserting stories can promote the reading atmosphere.

Enhance persuasiveness

Make abstract concepts concrete and use common phenomena or things in life to assist in explanation, so as to facilitate people's understanding, and these cases have usually been proven to be true.

Curbing information exhaustion

When you continuously output information from your brain, you often feel that the information is not enough. Riding on hot topics and citing cases can alleviate this symptom.

Enhance conversation

Fans forward articles to their Moments not because the articles are well-written, but because a certain piece of content is worth talking about. Forwarding articles to Moments means issuing social currency.

1. Operating a public account is actually a kind of investment behavior

Gain income or capital appreciation in the foreseeable future

An economic act of investing a sufficient amount of funds or physical monetary equivalents into a certain field of subject matter within a certain period of time.

Using a speculative strategy to operate a public account is against the logic of operation.

Pornographic flow attracts fans, fission, and online earning - all are speculative behaviors

Investment behavior grows under the constraints of rules

Speculation is a wild growth without rules

2. The relationship between the official account and users

The official tells you that it is a subscription relationship between the media and readers.

In fact, it is a relationship of interests between people.

Business is about building beneficial relationships between people and between people and groups.

Before going to college, your interest relationships with others were only between teachers, classmates, and shops.

Going to university is not as good as starting a business because entrepreneurs find more benefits

The next generation of the elite is still the elite, and they develop financial intelligence at a very young age.

The logic of business is to break one's own meager network of connections, build more connections, and help these people create value.

3. Value and Mission

Whether it is an offline industry or an online industry, once it becomes bigger, it will break through geographical restrictions and allow goods/products/information to circulate in a wider social relationship.

For example, if you open a store in a certain area, you cannot compete with franchise stores all over the country.

For example, if you are a local public account, the amount of dissemination will never be as high as that of an emotional public account.

The wider the world your offering can spread, the wider its marginal effect will be.

From this point of view, finance, tourism, the Internet, education, including the currently very popular Bitcoin , these industries with huge value or potential value, all conform to this business logic.

From this point of view, it is easy for us to understand that people who graduated from prestigious universities have a higher chance of success.

That’s because the starting point is high enough, creating greater value relationships than ordinary people.

The most precious thing in the world is

money

time

So operating a public account

Either it can help users make money or save money

Either it can help users save time

In any corner of the official account, display content that makes fans feel they have earned something and saved time.

Emotion (your public account can become close friends with your fans)

Life (your public account can help fans solve life confusion)

Survival (your public account can help fans improve their survival skills)