How to increase followers and promote through WeChat operations, share some super practical tips and tricks!

1. Be familiar with and flexibly use the WeChat platform

We all come into contact with the functions of WeChat backend in our daily life. The difficulty lies in how to post articles and how to maintain messages. In fact, there is no need to explain it in detail, there are just a few important parts.

Group messaging: mainly for posting articles;

Automatic reply: Generally, it is better to have more personalized settings. You can check out some better accounts and learn from others’ experiences.

Custom menu: You can set up the WeChat menu bar, which is also a very important aspect. You can set up automatic replies, links and the like.

Voting function: I use it less frequently. I used it once before to conduct a survey. In fact, voting has some effect on user participation, but it is not very obvious.

Functional plug-ins: I haven’t used this part much yet.

Message management should actually be a point where everyone should spend time and effort, because message reply is an area where machines cannot replace human reply. For example, when someone leaves you a message, the user experience of you replying immediately and replying a day later is very different. Generally, larger accounts in this place are managed by dedicated people, and there may be more than one. One benefit of this message management is that it helps you find particularly good and loyal users. Moreover, based on the user’s profile picture and the language they speak, you can determine the user’s gender, get a rough idea of ​​their knowledge level, and screen out a group of high-quality users.

User management: This is not seen much.

Material management: Everyone uses it every day, so there is nothing much to say about this.

Traffic owners and advertisers: I don’t say much.

User analysis: mainly using their statistical tools. Of course, everyone hopes to see a positive growth in their users. Recently, I also heard someone say that their users are experiencing negative growth. In this case, we need to think carefully about the reasons.

Graphical analysis: The core indicator is the number of reposts and favorites. It was said online before that some accounts performed particularly well, with few followers but a lot of readers, which actually means they reposted and favorited a lot. In fact, the number of fans is a basis for the success of WeChat, but what is more important is whether the content can be forwarded and collected. At that time, I probably had less than 2,000 followers on WeChat, but because of a lot of collections and reposts, one of my articles had 13,000 views. There is no doubt that the quality of the article determines the final number of readers.

I won’t talk about this tool here. Everyone uses it in daily life and should be familiar with it. Let me tell you the second point.

2. How to organize the content? How to create originality and pseudo-originality?

Does anyone know what this pseudo-original means? In reality, you may have read a lot of articles, and then changed the titles and contents of many articles, and then changed them so that they cannot be found on Baidu. In fact, this is pseudo-originality. Maybe my articles are usually half original and half revised, which is more convenient. Because pure original creation is a relatively hard task. For example, it usually takes me a day to write one article, and some take two days, about three hours a day. So this remains purely original, which may also be related to the fact that my fans have not seen negative growth.

Regarding how to organize the content, let me tell you that the core point is the title and push picture. For this picture, I suggest that you improve your aesthetic taste, because the pictures in many articles are indeed not very attractive, and I usually get my pictures from Baidu. However, the picture of the company's account is usually specially designed by someone. Regarding this picture, I recommend you to take a look at Zuimei App and ZCOOL, where a lot of materials are very well done.

Another important thing is the title, especially the title of the first article. I found that some people even make grammatical errors in this title. In fact, whether you are posting on WeChat or a community, a good title basically guarantees success. So if your title is not good, you must practice it well. Titles should generally be longer and should not contain obscure terms. I suggest that everyone really practice this title. I read the headlines produced by my new media colleagues in my department every day. Many people now don’t even want to read the title, let alone the content. So if you want users to click in to view the content, your title must be attractive.

The difference between original and pseudo-original depends on how much effort you put into writing, and it is not easy to teach. But I think that when it comes to material selection, everyone can control it a little bit. For example, yesterday's article about Liu Xiang and Ge Tian could have been published quickly. The content published on WeChat should generally be around 1,000 words. If there are too many, some users will not want to read on. However, those that are professional and academic may be easier to read, which may be due to some particularities. But I think it is quite easy to write 1,000 words on hot topics or content related to your work. You can spend more time practicing your writing skills. Then the third point.

3. How to build WeChat’s user system

This is actually a point that many people usually overlook. Maybe many people usually only focus on content and ignore the construction of WeChat's user system. Why do we need to build a user system? In fact, it is the same as what I said before. It does not mean that you create a Weibo and a WeChat, and then the users who follow you are your users. In fact, they are users of WeChat and Weibo. So in order to convert them into your own users, you need to build such a user system. In addition, this will also increase users' loyalty to you. For example, I have so many groups now, and there are probably 10,000 users in the fan groups alone. So many groups and users actually make up my user system. The user system is obviously also a pyramid distribution, just like the pyramid architecture mentioned in my previous article. It can establish corresponding modules. So far, the distribution of the user system of my WeChat public account is very obvious, because there are some administrators, who are definitely at a relatively high level of the pyramid, as well as some WeChat 1-7 groups, fan exchange groups, and of course some core user groups. At the same time, I have groups created for me by other people, such as the group created for me by Mantou Academy, and some local groups. Now there are about ten regions. As you can see, my user system pyramid has basically been established. In fact, I think if you want to work in a vertical industry, you can divide it according to vertical classification. For example, if you want to build a local community, you can actually divide it according to some regional channels, such as entertainment gossip, local food, clothing, housing, transportation, and some travel. You can divide your sections into different user groups based on their different attributes, then achieve cross-fertilization and finally form a user pyramid system. The purpose is to increase users' loyalty to your WeChat official account and encourage them to actively help you spread the word. Of course, this loyalty is very important. But there is one thing, I don’t recommend you to recruit people into my group. Building this system is actually very hard. If you join my group just to recruit people to save trouble, I don’t recommend doing so. Then the next point I'm going to talk about is about personality labels.

4. About Personalized Tags

This has actually been mentioned in previous articles. We have discovered that the better performing WeChat and Weibo accounts all have their own personal labels, such as funny, entertainment, news, etc. So when establishing a public account, you need to determine what kind of positioning you want to have, what kind of audience you want to target, and what kind of personal labels you want to have. If you create a WeChat app casually without knowing the target audience or positioning, and spend time every day doing meaningless things, it is very boring and a sheer waste of life.

1. How to use content for communication

As I mentioned before, the quality of the content must be checked. It is best to be original, and of course it is best to combine it with hot topics. The first point is originality, which may depend on personal ability; the second is to take advantage of hot spots; the third is to create some special content, that is, you create a public account, and then you find out which point can attract users, which is the content construction of WeChat. It cannot be that the content is completely different every day. The content must be planned. This is the case for doing anything, with a certain plan. Another point is to create some branded content, such as Lengtu's Leng Tucao, and then continue this branded content to make users dependent on it. For example, if it is launched every Wednesday, users will form a habit and come back to watch it every Wednesday. It is very important to create high-quality branded content. Then the next point

2. How to drive users to help share

First of all, there is the user system, which can increase users’ active sharing. Secondly, if your content is very refined and good, users will help you share it. Also, if you organize an event with generous prizes and a good format, users will be willing to help you share it. Then it depends on your industry. There must be some special features. For example, if I make mobile phones, I can get some F codes as special rewards, or give out some dolls. Then I must make use of the special features of my company. In fact, many companies spend money on PR work and spend a lot of money to find followers with many fans. In fact, maintaining user relationships well in the beginning could have saved us a lot of trouble. For example, when the genius panda was still young at the beginning, we helped him transfer some things, and later he would help us when we asked him for help. The reason why so many people spend money to do it is because too little time was spent on users in the past.

3. About New Media Alliance

This work-related new media alliance can be established. Our company is also doing this, which is equivalent to uniting a group of big new media and self-media accounts. This alliance can then forward each other's content and increase each other's growth. This effect is actually quite good. In fact, it is a good idea just like increasing mutual transfers on Weibo. Everyone also needs to spend time accumulating some large resources, such as knowing which people have what resources. Then there is the new media alliance. Of course, you can also form an alliance with me, and with my current Qihoo mobile phone, and I would be happy to do that. Currently, our alliance has less than a hundred people, and they are relatively good media accounts.

Regarding WeChat activities, I'm sure everyone does them frequently. In fact, many people are now tired of WeChat activities, unlike the early days when users were relatively curious about them and the effects were better. Nowadays, once you start a WeChat activity, you cannot stop it, and it is difficult to think of creative ideas for activities. So if some activities do not have any unique ideas and are still homogeneous and repetitive, I really do not recommend doing them. In fact, it is a good idea to do an event now, whether it is to increase fans or improve reputation, so if you want to do an event, you can choose not to do it, but if you do it, you must do it as well as possible! When running a public account, you must pay attention to paying attention to some accounts that are doing well, then learn and watch them, and constantly improve your abilities and become familiar with the business. So when you come across some good numbers, be sure to collect them. The content of WeChat activities should not be complicated or too long. Your activity content must be relatively concise, without long paragraphs of text or pictures. Then the title. As mentioned above, a good title is half the battle. You can put the prize in the title, there’s nothing wrong with that, I’ve done that before. Then the specific content, time, and award settings of the event must be set in place and done in detail so as not to give users an ambiguous feeling. To make users feel accurate, for example, if the deadline is May 6th, then what time is it on May 6th? This must be made clear. If the prize is a physical object, you must put up a picture if you have one. You can't always assume that users will know this. Some pictures are particularly vivid and seem real at first glance.

This activity usually has many precautions, such as voting activities, users may vote riggedly, so these precautions must be written in detail. At the end of the activity, there is usually a xxx right of interpretation that belongs to xx, which is actually a risk avoidance mechanism. That’s all I have to say about the activity. In fact, this is a process of constant trial and error in work and life. What I said is just an idea, and it still needs to be put into practice.

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There are also some big names that are doing well in their own industries.

Q: What kind of activities can be held regularly for existing users in the same city to increase user stickiness? Or recommend some websites and platforms for exciting activities.

A: You can explore this first, because I can't give you a clear answer as to what kind of activities will be more effective, especially for those with a strong regional focus like this. Like our activities, I am also making various attempts, and I am not sure what kind of activities will definitely have good results.

Q. I would like to ask, can enterprise service accounts and subscription accounts be run together? Are there any successful cases?

A: The service account and subscription account are created together. I also do them together here. Companies like Xiaomi and Huawei are doing it together, so there's nothing wrong with this.

Q. Are there any WeChat payment cases now, such as charging mobile phone bills and game coins?

A: I have never used WeChat or anything like that so I don’t really understand it.

Q. Pseudo-originality is modifying someone else’s work. Won’t it be reported by the blogger? . . For example, I read an article from a similar article, and then I go back and create some pseudo-original work. You see that what I wrote is similar to what you meant, so you won’t cause me trouble?

A: Well, if you copy my article or make changes based on my article, I am unlikely to report it. Of course, this also depends on the ratio. If 80% of what you wrote was copied from me, then there is definitely a problem. For example, if you just borrow a few paragraphs in the middle, then there may be no problem. You must have some originality. You can't copy 80% of others. If you borrow other people's ideas or copy 20% of their work, there shouldn't be any big problems as long as you are not too petty. I hope others will understand. This is usually what other people tell me. If anyone wants to learn my style, that's fine. But mine is based on my personal emotional experience, so there may not be many people who imitate me.

Q: Now many public articles have a reward function. You can try it out and see how much income you can get from posting articles. I think it will be more than advertising.

A: This reward function seems to require activation for more than one year. I have only opened it for half a year, and my official account currently does not have this function.

Q. I am an e-commerce operator. Is it difficult to switch to new media operation and user operation? I feel that I am more interested in working on projects, interacting with users, and flexible working methods.

A: You can switch from telemarketing to new media operations and user operations. All operations are interconnected. The key is whether you work hard enough and spend enough time on it. You see, I started from the most basic small noodles. If I can make it, why can't you?

Q.What is the core of WeChat operation?

A: The core of WeChat operation is user operation and content operation. To put it bluntly, the core issue is the quality of the fans and how many users can be controlled. For example, I have two accounts, one with 1 million followers and the other with 100,000 followers. I publish an article at the same time, and the number of readers of both accounts is 100,000. Which one do you think is better? It must be the number 100,000. It must be because of its good content or good control over users. I think it is a misunderstanding to use WeChat just to increase the number of fans.

Q. Reposting on Moments can only increase the number of readers and attract very few fans. Is there any practical plan to increase fans?

A: Moments are indeed more important for increasing readership, but their effect in attracting fans is not that obvious. It is a communication function. But this is also a technical issue. If one of your articles or H5 pages is particularly well-made and can be widely circulated in the circle of friends, then it can actually have a great impact. Everyone knows that this 80% is actually occupied by the circle of friends.

Q. Many bosses only look at the results and how many followers they have. . . Otherwise, if the KPI is not met, you will be fired. Between survival and growing high-quality users, it is difficult to pursue the number of WeChat public account fans. How should this be done?

A: I think if the boss looks at the number of fans, then he definitely doesn’t understand the several elements of WeChat operations. Looking at the number of fans is one of the factors, but I should also look at the quality of the articles and the effective user base. The number of effective users cannot be defined, so we usually have to increase the number of article readings. The method to increase the number of readings is very simple. We just need to find a way to see the number of users who actively forward the article. You should think from the perspective of how to get users to forward and share, and find ways to encourage them to do so.

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