95% of fans have lost contact, and the editor feels like they have been heartbroken? How to awaken dormant fans through operation

The number of fans is increasing, but the number of readers is decreasing. It turns out that as soon as an article was published, the backstage comments exploded. Now I am determined to be a clickbait title , but users are not very active. Those fans who were once so affectionate with you now seem to be asleep. 95% of fans have lost contact. How many editors have experienced the feeling of a broken heart?

Yesterday, Xinbang introduced three ways to “awaken dormant fans” from the perspectives of data, community and comments (click to read). Today we will mainly talk about the social and tool attributes of WeChat , and tell you how to regain the feeling of being in love with fans by "mobilizing fans' emotions and deepening brand awareness."

Play with UGC and become the user's confidant

Traditional media is "editor-oriented", while new media is "audience-oriented". UGC is a powerful tool for promoting activity for both operators and users.

For operators, they can quickly complete manuscripts, save creation time, and take the opportunity to understand users' ideas; for users, they are accustomed to content consumption and are more likely to produce content that suits their own interests and benefits. While expressing themselves, they enjoy the pleasure of "being posted on the wall" and will forward their messages more actively. Promoting activity and attracting new customers is killing two birds with one stone for operators.

How to transform users from “passive recipients” to “active producers” depends on the skills of the operator. UGC is not an excuse for self-media people to avoid topic selection. On the contrary, it has higher requirements for topic selection: the topic must be close to life, have a low threshold and high popularity, so that everyone has something to say.

This is the time when you have to "boast about your own products like Wang Po selling melons." The operating data on weekends is often not so good, but the one pushed on Sunday was "54-year-old rich aunt applied for " Mimeng " but failed. What are the requirements for new media recruitment? What's the difficulty? How to interview? We interviewed 11 big brands”, but it became the top 3 article in terms of reading volume on “New List” in June.

Collecting opinions from industry insiders is also a good operational idea for industry media. "New List"'s weekly regular column "I Love Asking List Girls" is a group interview with experts in the content field to answer users' operational questions. This type of UGC topic can quickly bring users into the scene, prompting them to think and raise the next question. Over time, user stickiness will increase.

Provoke controversial topics and turn each public account into a " strange talk "

If UGC is about giving users "something to say", then this move may be about making users "have to say something".

People are naturally fond of arguing and unconsciously taking sides. Regarding a hot event or a certain menstrual topic, self-media people take the lead in expressing their position. Even if they do not ask questions proactively, they can still attract a lot of likes or criticisms.

The superficial reason why "The Debaters" has high user participation is that it presents two paths to users, and you have to make a choice between them. The underlying reason is that it captures the "anxiety of the middle class". Some of the eternal mysteries, such as "Who should I save first if your mother and I fall into the water", can not only arouse serious discussions among users, but also allow users to "make a witty comment when they disagree with something" .

The official WeChat account of Miwei Media, "Dongqimen", which was previously introduced by Xinbang, also benefited from the dividends of "The Debaters" and is good at choosing debate-style topics to explain a phenomenon from both positive and negative sides. Users either have the mentality of "I should applaud you for making such a good point", or the impulse of "I should criticize you for making such a nonsense". By arousing emotions, whether positive or negative, the purpose of promoting activation is achieved.

"Ma Dong: We all lack a lesson about death." This popular article, which has received nearly 5,000 likes, targets the debate topic of the 22nd episode of the third season of "The Debater": A terminally ill patient in pain wants to give up his life. Should I encourage him to hold on?

A key word is: ductility. "Death" is a topic that everyone has to face but dare not talk about. With just one opportunity, all emotions can burst out in an instant. The value of new media operators lies in finding this opportunity, allowing different people to make choices in different situations, and forcing users to think and express themselves.

Use WeChat relationship chain to do light social interaction and let fans interact

Content entrepreneurs like to use WeChat public platform as their first stop when starting a business , firstly because WeChat gathers traffic , and secondly because WeChat builds relationships. Most people only see the former but don't make enough use of the latter. Guiding users to share tweets to their Moments utilizes WeChat’s media attributes and allows users to establish connections with each other, thus taking advantage of WeChat’s social attributes.

"Little Black Room" is a small program developed by the WeChat public account "WhatYouNeed". The official has set up many emotional topics. If users reply to one of them, they will receive stories from three strangers. The fans of "WhatYouNeed" are mostly students with delicate emotions, and this kind of tree hole-like social function can easily resonate with people.

The same logic is also used in "Past Events on the Edge of the Sink" and "Probability Theory".

The gameplay of "Caobian Wangshi" is: send a picture to the official account, and receive another picture from someone else, with the other person's name and avatar on it. This small function in the WeChat menu has now been expanded into a photo social software "Tuyou"; the way to play "Probability Theory" is: leave a message and WeChat ID to the official account, and receive another person's message and WeChat ID. Exchanging WeChat accounts through the WeChat public platform is a more direct social activity.

There are many "silent majorities" in this world. Most people don't like to speak in the living room, but only like to whisper in small circles. If the WeChat public platform can be used as a tool to connect these fans one-to-one, can it achieve a single breakthrough and enhance the centripetal force of fans? Users who come together because of common interests are definitely much more loyal to the official account than ordinary users.

Providing unique services to “toolify” WeChat public account content

As mentioned earlier, the WeChat public platform is more than just an “electronic newspaper”. Even if you don’t open a service account or mini program, you can still use the custom menu of the WeChat subscription account to provide users with value beyond content.

Content is a media attribute, and fans’ needs are multifaceted. How do you satisfy them? In addition, many practical content is valid in the long term, but WeChat push notifications are constantly increasing, and the content seems to have become disposable for users. What should we do? "Instrumentalization" of content is a solution to amplify the value of content.

This is especially applicable to vertical self-media that are deeply involved in the industry. Take two large content e-commerce accounts as examples:

Li Danyang, the founder of " Nian Gao Mama ", holds a master's degree in medicine from Zhejiang University. One of the core competitive advantages of "Nian Gao Mama" lies in: writing copy with the attitude of writing medical papers, providing more professional parenting plans for young mothers. A unique function of its WeChat public account is "Parenting Knowledge Search". When users follow this account, it is equivalent to carrying a mobile "Parenting Knowledge Encyclopedia".

"The World of Dogs and Love" came from the PC era and has been engaged in pet e-commerce for 11 years. After entering the WeChat public account field, in addition to engaging in content e-commerce, it has also entered the sharing economy to engage in C2C pet hosting and cooperate with brands to organize pet travel activities. It addresses the needs of "users who find it inconvenient to bring pets when traveling" and provides a unique solution for pet owners.

Adding functions is also a low-cost means of testing user needs. When the time is right, WeChat’s customized menu can be turned into a mini program or even an app.

Improve presence: provide good customer service, guide attention, and redirect links

People are lazy, and you have to repeatedly remind users “My official account is here” before they will follow it. Here are some tips on how to increase your exposure.

Today, as 6G+128G mobile phones are becoming increasingly popular, if you don’t have all seven WeChat accounts on your phone, you’d be embarrassed to say that you’re an “account maker.” Applying for multiple private accounts, adding fans on WeChat, posting articles every day, and working diligently as a customer service representative is the first step to becoming a new media editor. (Isn’t that Bangmei?)

Here’s a picture to show you how cool it is to have several WeChat accounts running at the same time:

In addition, creating WeChat header and footer images, guiding users to follow and pin them, and setting up a table of contents and jump links at the end of the article are also common operational methods. Just like the traditional Push and EDM of App, this standard method is not the most effective, but it is the lowest cost and least risky.

After the disappearance of the WeChat user dividend, it has become increasingly difficult to acquire fans. In the long run, improving user retention and awakening dormant fans has become a life-and-death battle to increase the commercial value of public accounts. Based on my own operational experience , I have provided you with this methodology. Does it work?

What? Do you have any better tips to boost activity? ! Come come come, please share~