Chicken soup is poisonous: Don’t let other people’s experience kill you when operating a public platform

With 549 million monthly active WeChat users and a total of 8 million public platforms , which are growing at a rate of 15,000 per day, more and more people are joining the WeChat public platform operations , including many with no basic knowledge. The operation was almost entirely carried out by copying other people's so-called operating experience on the Internet, which ultimately resulted in failure.

Based on the current number of public platforms and total number of people, on average one in every 130 people in the country has a public account. We will not investigate how many of these seemingly huge numbers are truly successful. Today we are going to talk about how many people die from the experiences of others:

How to register on the public platform

I believe that many novices never thought about what their public platform could do or how it would develop in the future when they registered. I heard from others that anyone can register a public account; so I registered in a hurry, registering as an individual; if I didn’t have a company entity, I would borrow the company entity of a friend to register.

Some of these accounts died during operation, while a small number of accounts are slowly growing. But as it grew, problems arose:

Unable to authenticate WeChat

Individual entities are destined to fail WeChat authentication; borrowing a friend’s company entity involves a series of issues such as public accounts and organizational code certificates and will have to be aborted.

Simply give up certification and continue operations.

As the number of fans and page views increased day by day, I thought about monetizing the traffic. The first thing to be affected is the opening of traffic accounts. Apart from the pain of personal accounts (20% tax is deducted by default, 2,000 will be deducted for every 10,000 earned), everything else is easy. The attempt to register a public account as a friend failed again.

Therefore, when registering a public platform, you should first plan the future direction and growth path of the public platform. If you really want to operate it carefully, it is recommended to register a company entity. If you register by yourself, the whole process will cost several hundred yuan; if you register with an agency, it will only cost more than a thousand yuan. Don’t feel sorry for this little money, it’s just the income from a few days of traffic.

What content to post

Well, someone asks me this question almost every day. I can only say that I don’t know either. Why I don’t know is because that is your official account. You should think clearly about who your fan base is, what age group they are in, and what content and level they are interested in.

For example, your official account is created to promote Korean women's clothing. In the early days, you just keep telling stories like chicken soup and funny jokes about pickpocketing. Finally one day I discovered: Wow! Ten thousand fans! I instantly felt like I was about to become successful, so I set up a micro-mall and promoted my own clothing. I feel like I’m about to become a CEO and marry a beautiful, wealthy woman. After a month, I found that the sales volume couldn’t be worse, and I was immediately confused – why is the public platform so useless? It’s simply not suitable for sales! With this kind of thinking, the business becomes more and more bleak and eventually fails.

Therefore, the content is not decided on a whim. First, you need to identify your user base. To put it in a more sophisticated way, you need to create a good user profile at the beginning of operations.

When will it be sent?

Oh, my god! This is the second most asked question every day. In many cases I would tell the other person to figure it out for themselves, but it turns out that this sentence doesn’t matter, and many people are too lazy to search on Baidu – oops! Oh my god! Isn't this a good source of experience? 9-12 am, 17-19 pm, 21-23 pm. But since I found the treasure, I just did it and adjusted the push time immediately. I felt that 21:00 p.m. was a good time, so I pushed it at night.

All right! In fact, push time has little impact on high-quality content. As long as the time is fixed, fans can form a habit.

However, the public platform provides us with a detailed data analysis background. We can completely determine our own push time through data analysis (prerequisite: it has been operated for at least one week).

WeChat public platform backend – graphic analysis – graphic statistics – hourly report

You can summarize the data from the last 10 days or so, then remove the push time and select a time point with the highest reading volume to push. This account has been tested before, changing the push time to 6 am for one week, and the overall daily reading volume increased by 15%. This is probably a time point that Baidu cannot reach even if it kills them.

So, don’t follow the crowd, what suits you is the best. To put it in a more sophisticated way, this is data analysis.

How to quickly increase fans

Please refer to the picture above for my expression when I heard this question.

There are thousands of ways to increase followers, but not many of them are quick. But if you look online, you will find that there are a lot of so-called quick ways to increase followers!

I guess many people have read these articles. I wonder how many of them have successfully increased their followers quickly after reading the articles. To be honest, all the so-called experiences that can be found are outdated. So should we still watch this kind of thing? We should still watch it, but we need to absorb the nutrition appropriately – and choose the one that suits us!

I have also directed and operated an activity that increased the number of fans by 70,000 in 16 days, but the replicability is not very strong. You can search for “How did a fifth-tier county self-media gain 60,000 fans in two weeks”.

Most people use the number of fans as the only evaluation criterion for WeChat operations , but this is actually not advisable. The real assessment criteria should be multi-dimensional.

So how should we determine our own promotion channels to achieve relatively fast fan growth? In the final analysis, it still depends on the background data:

User Analysis – User Growth

Here we have counted the common ways of gaining new fans. We can determine the key promotion channels through comparison.

Original creation, comment, and reward functions

Mutian, hurry up! quick! If there is a channel that doesn’t provide me with original and comment functions, please pay me for my service!

When I saw the words "labor fee" in the chat box, my eyes lit up, but then I saw the service content. I can only weakly express that it is beyond my ability.

The above functions are currently in the internal testing stage and can only be activated by invitation.

If you want to activate the original function, you have to keep insisting on originality. It may take about three months for the official to send an invitation. This is a painful process because during these three months your original work will be constantly plagiarized, and the number of readers may even be far higher than yours.

The reward function is currently available and can be implemented in disguised form. Just scan the QR code and you will understand.

What? You will understand after scanning it!

It’s better to give me a reward first, and then come to me to teach you!

Conclusion:

There are many articles about operations on the Internet, and I read them every day. But I think experience is not suitable for everyone, methods are the key. So I wrote this article early in the morning, and the content may be a bit sloppy, so please feel free to criticize me.

Next, I plan to write two more articles on advanced and advanced content, which will cover detailed activities, traffic owner income increase, account blocking, and the rational use of third-party platforms.

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