Review: 27 fans pushed the second time, how did I achieve 1,600 readers
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I am a novice when it comes to operating a public account . Although I have had a public account for more than a year, I have never upgraded it to an operational level. I have written a lot of useful articles in the past, most of which were published in well-known industry media such as Bird Brother, Gupo, and Cucumber. However, the number of readings on my own public account is not high, and I don’t have the energy to study them, so I just put them there. In this regard, I am indeed a primary school student. I’m not afraid to expose my family’s shame, but the worst subject I had during school was Chinese, and my composition class was basically on the edge of passing… However, I have an advantage: I am not afraid of contradicting myself. If I don’t know how to do something, I will just learn it. Therefore, I have been reading some things on self-media recently, trying to put into practice what I have learned. I heard that reviewing is an effective way to improve personal abilities. I happened to be operating a public account recently, so I tried to review the process. I need to explain that I had some fans on my original public account, but because the two vertical fields are completely unrelated, I did not utilize any existing resources and approached it purely from the perspective of a novice. Before I start, I'll announce the results. This public account is a new one, targeting a niche group with a limited user base. I pushed out one article when it was first launched and gathered 27 fans from various channels . It hasn't been updated for a while since then. The second article was pushed out on April 13th. Even though I didn’t send out any red envelopes (not because I was stingy, but because I felt it was inappropriate), the number of readings reached 1,600+ (as of the time of posting), it was forwarded 113 times, and collected by 60 people. Moments are still the main source of reading, accounting for nearly 60%, while forwarding among friends accounts for the remaining 40%. Direct opening from public accounts can be ignored (there are not many fans anyway). My initial expectation was that the number of readers would be in the low hundreds, but this result obviously far exceeded my expectations. Although this data is not worth mentioning for many big players, it is still quite refreshing for me. After all, not everyone can create 100,000+ followers at will, especially for a new account in a vertical field. What did I do right and what did I do wrong during this process? Without further ado, let’s review the situation together. First of all, the most important thing is content What kind of subject matter should be chosen to arouse the interest of the target audience? Recently, Zhang Xiaohuai in the group helped us summarize a rule. The subject matter must be useful, relevant, interesting, curious and timely. If three of these five dimensions are met, there will generally be good results. For the subject matter I have chosen, 2.5 – 3 should be met. After choosing the topic, the next step is writing. To be honest, I was in great pain during this process (I have some obsessive-compulsive disorder), and even had the idea of giving up in the middle, as it took up too much time... It mainly includes the following aspects Collect materials This is relatively simple. There is a lot of information that can be collected on the Internet. Using tools such as OneNote (recommended) or Evernote (which has been criticized a lot recently) can improve work efficiency. Content Conception Because the article is based on usefulness and hopes to summarize all aspects comprehensively, it is very long and it is tiring to read. How to solve this problem? First, perfection in typography I have read a lot of articles in this regard. If you want to save time, just follow the settings below, which won't be too bad: Text font size 14-16 Character spacing 0.5-1 Line spacing 1.75 Blank line between paragraphs Use gray #595959 Color Justify Second, organize the content logically The method I use is to dismember and then organize. After collecting a large amount of materials on the Internet, I first broke them down into individual knowledge points, about 20 in total. If I wrote them in a spread-out manner, I guess readers would lose interest quickly. So I carefully analyzed these knowledge points and integrated them into three major categories. Readers can choose corresponding categories according to their interests to save reading time. Third, combine pictures and text I have provided pictures for almost every point, so there are more than 20 pictures in the whole article. These pictures are not randomly found on Baidu, but I personally made and Photoshopped them according to my own verification of each knowledge point. It took a lot of time, and I scolded myself while Photoshopping... 😖 Fourth, attractive copywriting My approach is to try to treat each point as an independent short article, with a title , content, pictures and text, and to make the copy attractive. However, this is my weak point. I admit that I did not do it to perfection, and I was indeed a little tired in the end. title A good title can determine 50% of the success rate of an article. There are many tricks in choosing titles, and I am still learning. Maybe because I come from a science and engineering background, I finally chose digital technology. (According to fans’ feedback, the title seems a little exaggerated at the end, haha) Help After the content is polished, it is best to find someone to review it. I found three types of people at that time: target users, classmates, and experienced self-media people. They made some suggestions from their own perspectives and made up for some issues that I had not considered. However, my classmates strongly suggested that I split the article because it was too long. I did not adopt this suggestion later because I felt that since it was an article of substantive content, it had to be complete. Splitting it into several articles would dilute its influence. This depends on personal opinion. Secondly, promotion Having good content is useless if you don’t have channels to promote it. However, the problem most people face is that they have no money and no resources. What should they do? There are two methods I use: Community In daily work and life, we gradually accumulated some potential target users, and then organized them through communities. Interact with them regularly and provide them with as much value as possible. You can ask them for help at critical moments. There are actually not many people in my group, only about 100, and many of them are lurking and never active. The day before publishing the article, I raised some points in the article and threw them into the group to see their feedback, collect opinions and make corresponding changes, which was also a warm-up. On the day the article was published, I was cheering in the group, saying that the content I created was very attentive and would be useful to you. You should raise troops for a thousand days but use them for a day. Those of you with a conscience should forward it to me (of course, that was not the original words). Because it was a practical article, I did not send out red envelopes. I think this is a matter of habit. I cannot let them think that they will forward it only if they get red envelopes, but that they should truly think that what I provide is valuable. At this time, the importance of content was also highlighted. Some people who usually don’t show up also came out to like it. Among them, an activist forwarded it immediately and sent me a screenshot of his circle of friends. I immediately posted it to the group to stimulate others’ enthusiasm for forwarding. This first wave of forwarding definitely played a certain role in subsequent dissemination. Judging from the curve, the amount of dissemination had already dropped significantly on the 15th, but there was a small peak on the 16th because there were dozens of reposts on that day. This was purely natural reposting and I did not do any guidance. It can be seen that in the cold start phase with no resources, even a small community can help with promotion to a considerable extent. Of course, in my case, content played a greater role. Contribute Find the big names in this field and contact them through official accounts, emails, etc. Here we need to talk about the issue of submitting the same manuscript to multiple publications. My suggestion is that if you can find one publication with a matching group of people for in-depth collaboration, don't look for multiple publications. And it's best to talk about everything out loud at the beginning to avoid misunderstandings. In the end, I only invested in one company. The other party was easy to communicate with and our target audience was a good match. The product attracted 4k readers after it was launched. Although it is not much, it is a good foundation for the cooperation and it will take some time to get the right fit. Finally, reflection Spending too much time on content The efficiency was too low, and the copywriting was not perfect in the end. If anyone has any practical methods to improve writing efficiency, please drop me a line. I would really like to get your guidance! Imbalance in capabilities If content and channels are the two legs of self-media, I strongly believe that the content legs are long and the channels are short. It is foreseeable that if I could find more good channels to promote this article at that time, it would not be difficult to get 5,000+ readings. The community is not active enough This may be a problem that troubles many community operators . Although there are many robots now, I don’t think they can really help you solve the problem of activating the community. You still have to go back to the essence of solving user needs. I am still in the process of exploring this. The effect of adding powder is not obvious This may also be a common problem of many articles in the dry goods section, that is, people just read it and find it useful, but the number of people following the official account is not as good as I expected. On average, 15-30 readings can bring one fan. I don’t know what everyone’s data is. If you are willing to share, please leave a message. With the current proliferation of public accounts, I still have a long way to go in terms of how to make users willing to follow me, and I hope to make progress together with everyone. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @沙铭 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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