23 tricks to grab user fans, how many of them have you fallen into?

"How can I get others to pay attention to my show from the beginning?" "How can I grab the first batch of user fans ( seed users ) ?" These are questions that many friends have asked. Let’s take short videos as an example.

For short videos, click-through rate is very important.

Many friends who have just started to make short videos have carefully shot some pretty good videos and put them on the channels , but unfortunately the number of views is very dismal. Why is this? Isn’t it enough for short videos to just look good? Of course, it’s not that simple. If you want to get good playback volume, seed users are very important. So today I’m going to talk to you about the secrets to getting seed users .

1. Find the right position

Positioning includes positioning yourself, positioning your fans, and positioning your publishing channels. When looking for positioning, you must clarify the 3W principles: who? What? Where?

1. Identify your fan base

Strictly speaking, " seed users " do not mean the first batch of users. Seed users can help you attract more users with their influence, such as frequently leaving you messages, forwarding your content, etc. But if we don’t even have any fans, how can we have seed users? When making a short video program, the first thing to do is to clarify who your fans are? What are their characteristics? Where can I find them? That is, it can be simplified into the 3w principle: who? What? Where? Only after knowing these can we better "catch" them.

2. Choose the right channel

There are currently three types of short video channels: fan channel, recommendation channel, and video channel. You need to choose the key operating channel based on your content. But this is for friends who already have a certain amount of playback or whose programs themselves have a certain degree of popularity. For new programs, my suggestion is to choose channels with traffic pools, which will make it easier to bring in the first batch of users.

Channels like Toutiao and Meipai are equipped with traffic pools. Their playback volume is not based on the number of fans. They have their own recommendation algorithms and will recommend your videos to more accurate users. That is to say, if you are lucky, your initial video will have a chance to be played over 100,000 times, thereby gaining more and more fans and users.

2. Increase exposure

“Even good wine needs no bush.” At the beginning, let your friends become fans of your show. After all, they are your first batch of users. In addition, various competitions and communication channels are good ways to increase exposure.

3. Forward to Moments

We often see links shared by others in Moments, such as helping someone’s child to vote, or a friend selling something, and we help him share his QR code in Moments. We can do the same. Share the link of the video you made to our circle of friends. If your friends like it, they can click to watch it, or they can help you forward it.

4. WeChat group forwarding

This method is similar to the first one, both of which actually involve making use of your existing connections. Some friends are very reluctant to send things to their WeChat groups because they feel that they are all friends and doing so will harm their interpersonal relationships.

In fact, you can also join some interest groups and industry groups, such as my elite community and entry-level community. Every day, friends share their programs. In addition to increasing the number of views, their sharing will also give some comments on your videos to help you improve.

In addition, some beauty program bloggers can join some beauty groups and purchasing groups. Of course, you must discuss with the group owner beforehand. You can share your own videos in the group. If the content you share is very good, such as how to use a contouring stick, and everyone wants to buy it after watching it, you can directly find the group owner to buy it, which is beneficial to both parties.

5. Tieba , Zhihu, and forum Q&A

This is purely for publicity. On Zhihu, you can search for questions related to your video and even ask others to answer them, such as "What are some good short videos you can recommend recently?" You can recommend a few well-known programs and also mention your own program.

In terms of forums and BBS, go to some relevant forums and BBS according to your video type. For example, if your videos are about cars , you can go to some car bars and forums, answer other people’s questions, and recommend your own programs .

6. Submit your work to a big account

Papi Jiang's studio, Papitube, accepts original video submissions. Papitube now has 1.09 million followers on Weibo, and its influence is quite large. In addition, Papi Jiang herself will personally repost some of the videos. If you are confident in your videos, you can submit them.

Weibo Video also forwarded related content. Weibo Video itself has more than 10 million fans, and the number of views of the videos it forwarded is quite high.

7. Participate in competitions

Participating in competitions can also gain exposure, such as Toutiao’s “Golden Second Award”. After registering for the competition, your work will appear in the “Entries” list. Others may like your work when browsing it, which is a good means of publicity. If you are lucky enough to be shortlisted or even win an award, it will be an improvement for your program.

Like "What the Flight Attendant Is Busy With", which defeated Office Ono to win the highest Golden Second Award this time, it may not be as well-known as Ono, and it does not have a single video with a super high number of views, but judging from the background data, the number of likes and collections of each of its short videos is very stable.

Creating an excellent short video is not the most difficult thing, but creating high-quality short videos continuously is a very difficult thing. What Are Flight Attendants Busy With? incorporates funny ideas into a series of short dramas, uses good video rhythm, and exquisite shooting and editing techniques to create a series of high-quality short videos, telling the stories behind the profession of flight attendants. It is a rare and excellent series of short dramas. After winning the Golden Second Award, its popularity has also been significantly improved.

8. Baidu entries

First, you can create a Baidu entry for your own program to increase the authority of the program. In addition, in the "short video" entry, you can also edit and add your own program name. This is also a method, but it may not be approved.

9. Ensure daily updates and multi-channel distribution

At the beginning, when you cannot guarantee which channel your video is more suitable for, you can choose to distribute it through multiple channels. However, this will definitely be a waste of time. If your team is small, it will be very difficult to update more than a dozen channels every day. You can choose Meimiao Short Video Assistant to publish videos, which saves a lot of time. Many big accounts are using it.

Data source : Meimiao short video assistant

There is a reason for ensuring daily updates. If a user can always see you, he will develop a fixed habit. Once the fixed habit is formed, he will come to see you every day, and then this user will become one of your fans and your seed user .

10. Write relevant industry articles for dissemination

Speaking of this, I would like to tell you a related story. Everyone should know Jumei Youpin, which is a beauty e-commerce platform. Its founder Chen Ou is a master of social media . He now has nearly 40 million fans on Weibo. However, when the company just started, it was working on game advertising projects. However, the company has not made much progress. When group buying became popular at that time, several grown men decided to start Jumei Youpin.

So how can you promote your website with the least amount of money? Dai Yusen, one of the founders, registered an alias on Renren.com , pretending to be a senior expert on BB cream. He wrote a post telling people what BB cream is and how to use it. The post became popular, with hundreds of thousands of views. At the end of the post, he embedded a purchase link from Jumei. It was this soft article that brought them hundreds of thousands of sales and thousands of seed users. You all know what happened next.

Similarly, short videos can also learn from their experience, write some related articles to spread them, and achieve their own publicity effects. Maybe we can't be as popular as Jumei, but we can definitely bring some traffic.

3. Riding on the heat and hot spots

"To run a self-media , you must learn how to control it. The key is to leverage power. If an ordinary rookie wants to rise to the top, he must learn to rely on powerful people.

11. Reply under the big account

I have read a sentence in an article before: "If you want to do self-media, you must learn to control self-media. The core is to leverage power. If an ordinary newbie wants to get ahead, he must learn to rely on bigwigs." This sentence is not without reason. From the "Blue V grabbing hot spots" incident on Weibo, we can see that Weibo Blue Vs are generally official corporate accounts. In everyone's eyes, they have a very serious image, but now they have begun to grab hot spots under various hot Weibo posts.

The picture shows Haier 's reply to Lu Han 's Weibo post, with over 10,000 likes. Lu Han has over 30 million Weibo fans, and the number of replies to each of his Weibo posts is basically over 100,000. After Haier became popular, it means that many of Lu Han's fans will notice it. However, there are skills to "clinging to someone powerful". You must not arouse other people's disgust, otherwise the effect will be counterproductive. However, Haier has done a good job in this regard. In addition to celebrities' Weibo posts, it also joins in on some social news and movie releases, using humorous language. Many netizens said that next time they buy home appliances, they will choose Haier.

This method is also applicable to finding seed users for our short videos. For example, if your video is about life skills, when a celebrity posts a life-related Weibo, can you find an opportunity to join in?

12. Take advantage of hot news

Hot news is a good thing. If you use it well, it can bring a lot of benefits. If you use it badly, it will be embarrassing. For example, when China-South Korea relations were tense some time ago, Weilong Food’s official Weibo account posted a message saying “We will not cooperate with South Korea’s Lotte in the future.”

It was this Weibo post that made Weilong popular for a long time. Its comment rate, number of replies and number of likes were all very high. Usually there were only dozens or hundreds of them. This can be said to be a very successful marketing campaign that also brought a lot of sales to its own products. I remember that many people were posting pictures of spicy strips on their Moments at that time.

Similarly, in March, it was also the same hot news, but it was used to make it very embarrassing. It was Mu Yalan’s rap incident. The video was spread abroad and she was scolded by netizens for a long time. The exposure rate has increased and the video has been played a lot, but the cost outweighs the benefits.

Therefore, when trying to get in touch with hot news, you must be careful not to get in touch with news about national politics, which is more sensitive. You can get in touch with some news in the entertainment industry, such as the incident where a certain female star cheated on her with a young hunk some time ago. At that time, many short videos related to the cheating received good views.

There are friends in the community who have benefited from this. You can also take advantage of festivals to catch the hot spots, such as Durex ’s marketing every time.

13. Produce public welfare short videos

The purpose of making public welfare short videos is to gain more attention and use points that can resonate with people to gain more attention. I wonder if you remember a short film "I am 27 or 28 years old this year". At that time, this short film of less than 8 minutes was popular on QQ space and Weibo. It used the form of inner monologue to tell the story of a young man in his twenties, examining the life situation he faced: although he calculated the gap between dreams and reality, he did not stop pursuing them; he faced tremendous pressure every day, but still learned to be strong; he experienced setbacks and hardships, but he could not forget the innocence of youth.

Because it uses a completely realistic approach to describe real-life feelings and thoughts, netizens praised the video as "empathetic" and "every word touched the heart" as soon as it was broadcast. Moreover, many parents born in the 1980s and 1990s also understood the difficulties their children faced after watching this video. This video captures the point very well and captures the psychological state of today's young people. If your program can achieve this effect, I think it will definitely attract a lot of fans.

4. Win-win cooperation

There is a Chinese saying: A single thread cannot make a line, and a single tree cannot make a forest. It talks about the importance of unity and cooperation. This statement also applies to the field of short videos. Good cooperation can achieve the effect of 1+1>2.

14. Cooperate with Taobao merchants

This requires you to have some Taobao resources. When we usually buy things on Taobao, we will receive some cards and gifts. Cards are usually return and exchange cards, and gifts are usually small things such as small mirrors and mobile phone cases. Imagine that if you print your own video QR code on these cards and gifts and provide them to merchants for free, merchants generally will not refuse. After receiving them, customers may scan these QR codes out of curiosity, which may also bring you some users.

15. Good actors can attract fans

If your program is a drama, then the actors are very important because these actors will have their own fans. For example, if you change the actors in Papi Jiang's program, I think the number of views will be greatly reduced. Another example is "Chen Xiang Six-thirty". I asked some friends around me which actor they like more in "Chen Xiang Six-thirty". Some people like your sister's uncle, some like the mushroom head, and some even said that they only watched the episode in which the uncle appeared. It can be seen that the influence of the actors is still not small. If the actors are well chosen and perform well, they will attract fans for their shows.

16. Mutual diversion

To put it simply, this means that I help you forward your content, and you help me forward your content. However, there are techniques to finding partners. For example, you must not make the same type of videos, because your fans may be from the same group, and they cannot be too different. If you do mobile phone reviews and find a partner in the maternal and child care industry, the effect may not be very good, because most of the people who read mobile phone reviews are boys, and the maternal and child care industry is generally aimed at mothers, who are interested in different things, so you must pay attention to the overlap and differences of your fans. If you are in the maternal and child care business, you can look for some beauty, fashion, or food-related programs to cooperate with, because your target groups are all women, and there is no competition between them, so you can achieve a win-win result.

17. Free shooting for large platforms

This is more suitable for larger teams with more mature shooting techniques, such as Ergeng. There are basically videos shot by Ergeng on subways, buses, airlines, etc. It is understood that many friends know Ergeng because they watched the videos shot by Ergeng on the subway.

5. Various activities

The purpose of doing activities is to let more people know us, and it would be best if we can spend less money and achieve better results.

18. Retweet for a lucky draw

This type of activity is very common, especially when a new account wants to attract fans. Retweeting for a lottery is a crude, simple and effective way. After all, no one can resist money, and forwarding is just a matter of moving your fingers. What if you win the prize?

19. Offline activities

For offline promotion, you must choose crowded places, such as shopping malls, subway stations, university cafeterias, etc., but you also need to choose the venue according to the type of your program. Don’t go to a maternity and baby store to hold an event for a game video. The form of the event is also very simple, such as sending a small gift after scanning and following, or wearing cute cartoon clothes can also attract people. However, when using this method, you must be sure to consult with relevant staff.

6. Paid Promotion

Money is not everything, but without money, nothing can be done. Sometimes paid promotion can help us save a lot of publicity time, and we can use this time to do more things.

20. Internet celebrity forwarding

At the beginning, no one watches your video because you don’t have a fan base. Then you should find someone with a fan base to recommend it for you. The promotion fee of celebrities is generally expensive and is not suitable for small teams that are just starting out. You can choose some internet celebrities to help you promote, and now there are internet celebrities in every field, so you can make a more accurate choice and better target your fan groups.

21. Weibo push, etc.

Spend money to buy time, save money to spend time. Being rich and willful is undoubtedly a shortcut. If you have enough promotion budget, you can use Weibo promotion . Now Weibo has also launched Fans Channel and Fans Headlines, which can be used to broadcast our video programs.

7. Increase interactivity

22. Resource provision

In group psychology, people call the phenomenon that two or more individuals in a group influence each other through interaction and thus combine to generate increased strength the interactive effect. Now, "aloofness" is no longer popular, and down-to-earth and interactive programs are more likely to attract fans.

When it comes to interactivity, we have to mention the "Caring for Gossip Growth Association". In the early days, "Guan Ba" also adopted the PGC content production model. Ma Rui said: "In the beginning, when 'Guan8' didn't have so many 'concubines', the information source was very simple and crude: because the three partners had been in the media industry for many years, each of them witnessed the development of China's media and entertainment industry from different perspectives, and naturally knew many friends in the entertainment industry, who became the initial entertainment information source and material provider."

As the number of users increased and the demand for content grew, "Guanba" began to try the "letters from concubines" method to obtain gossip, and the result was unexpectedly successful. "They regard us as a tree hole. In addition to providing gossip about the entertainment industry, they also provide gossip about life, forming a community. Now more than 80% of the content on the platform comes from 'little wives', who are entertainment reporters and content creators scattered around the world."

Ma Rui said that "little wives" are the core competitiveness of "Guanba", which also determines Guanba's great efforts in community construction and maintenance. "First, we rely on the 'Xiao Lao Ba' to produce content and mobilize their enthusiasm. Then, we set up a special welfare club on Weibo and WeChat to distribute welfare and maintain strong interaction with the 'Xiao Lao Ba'."

Currently, Kanba has more than 4 million fans on Weibo and more than 3 million fans on WeChat. Among such a large fan base, 80% of the fans are female, and the highest proportion of fans are between 20 and 29 years old. If other PGC platforms have dozens of entertainment reporters, they have more than 8 million "mistresses" around the world who are breaking news and providing them with a steady stream of content. This has enabled them to always be at the top of the new media rankings for entertainment self-media.

Another person who is currently good at interactivity is the now very popular " Mimeng ", who often has some submission activities.

The picture shows Mimi Meng’s most recent submission activity. They receive a lot of submissions every time. They will edit some of the more exciting ones into articles and organize everyone to vote. Similarly, voting is also an interactive behavior.

8. Good content helps you retain users

23. Content display

The founder of Yitiao once said: "Good content is the best way to spread." In fact, Yitiao spent a lot of money on advertising in the beginning, and later continuously produced high-quality videos, encouraging various experts to repost them. For example, after a video introducing China's unique hotels came out, friends in the hotel circle were all flooded with messages. After an art video came out, the art circle was flooded with messages, not to mention the food videos. This method can be used as a reference, but it is difficult to implement because many teams currently do not have the strength to achieve one.

Today I shared with you more than 20 methods to acquire seed users. You can try them according to your actual situation. In summary, you should improve your own content, increase exposure, take advantage of hot topics moderately, and hold small activities occasionally. If you have any experience or opinions on obtaining seed users, please leave a message to discuss~

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by the author @顾小雨 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map