New media operation tutorial: If you haven’t even come up with a good name, how can you expect users to pay attention to you?

As the saying goes: A name reflects a person's character. A name is a very personalized title, and we can make a rough judgment about a person's personality and characteristics through his name. The same goes for the name of a WeChat public account . A good name can let users know the target positioning, brand tone and content theme of the WeChat account at a glance. Choosing a good name is really important for a WeChat public account .

It is not easy to come up with a good name, but there are rules to follow and techniques to learn from . I have specifically studied the names of the more well-known WeChat public accounts and sorted out some naming rules, hoping to help everyone.

1. Direct naming

Taking corporate companies, brand products, organizations, websites or magazines as representatives, the name of the public account is directly used to define the name. Since users have a certain understanding of the company or product , it is also convenient for later promotion and user identification . It is also for the purpose of unifying the official image to the outside world .

For example: People's Daily, People's Daily Online, Xinhua News Agency, Alipay , Huxiu.com, 36Kr , Banyuetan, etc.

2. Name or pseudonym

The name of the WeChat public account is defined by a personal name or pen name . This type of account is very suitable for operators who want to build a personal brand . Most of the content has extremely obvious personal style characteristics . This type of public account is difficult to operate in the early stage , unless it has its own traffic and halo. However, if it is done well, the stickiness and activity of fans will far exceed that of other public accounts, and it is easy to have die-hard fans .

For example: Bill Gates’ newly opened WeChat public account (it is unknown whether it is operated by him personally). This is a good example of a celebrity’s personal public account. The first article easily received over 100,000 views.

For example: Zhan Hao, Comrade Zhou Xiaoping, Wu Xiaobo Channel, Bill Gates , Bureau Chief Zhao Zhong, Guijiaoqi, etc.

3. Platform + Channel (or Category)

Positioning WeChat public accounts based on “ platform + channel content” makes it easier for users to understand the content positioning of the public account. This type is suitable for companies whose platform is relatively well-known and want to build a WeChat public account matrix .

This form generally has three characteristics: 1. The platform itself can bring traffic and attention; 2. The platform is rich in content, and it is necessary to divide the channel content ; 3. There are sufficient operating personnel and funds.

For example: Phoenix Military Channel, People's Daily Commentary, Guokr Q&A, Autohome Car Mall, etc.

4. Time + Content

With a specific time limit and in the form of professional skills or a combination ; this type is more suitable for content with high frequency demand .

This type of named public account can help users develop good habits of fixed-point reading and read articles regularly.

For example: Chen Xiang at 6:30, funny videos at 11 o'clock, a financial management class every day, a book a week, a book every night, a 10-minute recipe, learn some knowledge every day, etc.

5. Segment industries or fields

The public account is named after a specific industry or field , and is based on industry content to interpret the industry's information, development, dynamics, etc. However, this type of account requires the operator to be highly professional and the content to be vertical and in-depth .

For example: Insider information for restaurant owners, insider information for finance, car knowledge guide, car reviews, pig-raising family, etc.

6. Place numbers named after regions

Generally, local WeChat accounts focus on content related to food, clothing, housing, transportation, food, drink and entertainment in a certain area . They are vertically positioned in a region and can update content mainly around regional policy news, people's livelihood matters, food, drink and entertainment. They can quickly attract local fans , and users have relatively high trust and dependence.

This type of public account is very distinctive, with many in each region. It is mainly based on the WeChat matrix created by the company, with clear target users . This type of account has a strong monetization capability .

For example: Love Big Beijing, Eat, Drink and Have Fun in Guangzhou, Shanxi Hometown Club, Guyuan Big City Small Things, Touch Chongqing, etc.

7. Fixed suffix vocabulary naming

Use words that users are more familiar with or borrow the momentum of more well-known accounts to define the name of the WeChat public account . Users are more likely to accept such accounts both cognitively and psychologically.

For example, everyone is familiar with Toutiao , and various headlines appear on WeChat public accounts.

For example: XX Headlines, XX Insider, XX Things, XX Home, XX Guide, etc.

8. Professional terminology or plain language

We name WeChat after words that users often use , or professional terms, to make it feel more friendly and natural.

For example: car repair and maintenance, decoration renderings, entertainment industry, old Chinese doctors, new money-lovers, cooking , single dogs, etc.

9. Use homophonic naming

Using idioms, proverbs, poems, and familiar words as prototypes , and using homophonic names to name public accounts , it can make people feel that the names are quite interesting and have a very good effect. Follow the WeChat account of “ Internet Operation Academy” and reply “homonym” to get the homophonic tool .

For example: Golden Food Era, Eating Persistently, Living in a Separate Room, Lifelong Event, Lan Gui Fang, etc.

10. Use words with special meanings

The name uses words with special meanings (gossip, curiosity, venomous tongue, etc.) to fully arouse the user's curiosity.

For example: gossip, financial gossip, insider information on daily price limits, poisonous movies , advertising blacklist, etc.

11. Tips and tricks

Public accounts with themes such as certain skills, small knowledge or tools can make good use of the traffic of WeChat public account searches and have an advantage in the search process. After all, the number of users of these small skills is very large.

For example: life assistants, tips for making money, WeChat open classes, tips for women’s lives, health and wellness secrets, a complete collection of gourmet recipes, etc.

12. Positioning by people + content

Using a certain character or nickname as the subject + verb + content combination, or the name of a personal work experience, with both characters and content , the user positioning will be very concentrated. This type of target users may be a bit narrow, and the prospects for future development are relatively not as good as others.

For example: Zhao Yuanyuan talks about advertising, Lei Lei has something to say, Han Li talks about operations late at night, the work diary of an operation dog, operations management notes, etc.

Summary: The above summarizes some of the current mainstream WeChat public account naming rules. I hope it can be of some help to everyone in naming or changing names in the future. Of course, there are definitely many points that are not mentioned in place. Everyone is welcome to criticize and correct.

As the saying goes: A name reflects a person's character. A name is a very personalized title, and we can make a rough judgment about a person's personality and characteristics through his name. The same goes for the name of a WeChat public account. A good name can let users know the target positioning, brand tone and content theme of the WeChat account at a glance. Choosing a good name is really important for a WeChat public account .

It is not easy to come up with a good name, but there are rules to follow and techniques to learn from . I have specifically studied the names of the more well-known WeChat public accounts and sorted out some naming rules, hoping to help everyone.

1. Direct naming

Taking corporate companies, brand products, organizations, websites or magazines as representatives, the name of the public account is directly used to define the name. Since users have a certain understanding of the company or product , it is also convenient for later promotion and user identification . It is also for the purpose of unifying the official image to the outside world .

For example: People's Daily, People's Daily Online, Xinhua News Agency, Alipay, Huxiu.com, 36Kr, Banyuetan, etc.

2. Name or pseudonym

The name of the WeChat public account is defined by a personal name or pen name . This type of account is very suitable for operators who want to build a personal brand . Most of the content has extremely obvious personal style characteristics . This type of public account is difficult to operate in the early stage , unless it has its own traffic and halo. However, if it is done well, the stickiness and activity of fans will far exceed that of other public accounts, and it is easy to have die-hard fans .

For example: Bill Gates’ newly opened WeChat public account (it is unknown whether it is operated by him personally). This is a good example of a celebrity’s personal public account. The first article easily received over 100,000 views.

For example: Zhan Hao, Comrade Zhou Xiaoping, Wu Xiaobo Channel, Bill Gates, Bureau Chief Zhao Zhong, Guijiaoqi, etc.

3. Platform + Channel (or Category)

Positioning WeChat public accounts based on “ platform + channel content” makes it easier for users to understand the content positioning of the public account. This type is suitable for companies whose platform is relatively well-known and want to build a WeChat public account matrix .

This form generally has three characteristics: 1. The platform itself can bring traffic and attention; 2. The platform is rich in content, and it is necessary to divide the channel content ; 3. There are sufficient operating personnel and funds.

For example: Phoenix Military Channel, People's Daily Commentary, Guokr Q&A, Autohome Car Mall, etc.

4. Time + Content

With a specific time limit and in the form of professional skills or a combination ; this type is more suitable for content with high frequency demand .

This type of named public account can help users develop good habits of fixed-point reading and read articles regularly.

For example: Chen Xiang at 6:30, funny videos at 11 o'clock, a financial management class every day, a book a week, a book every night, a 10-minute recipe, learn some knowledge every day, etc.

5. Segment industries or fields

The public account is named after a specific industry or field , and is based on industry content to interpret the industry's information, development, dynamics, etc. However, this type of account requires the operator to be highly professional and the content to be vertical and in-depth .

For example: Insider information for restaurant owners, insider information for finance, car knowledge guide, car reviews, pig-raising family, etc.

6. Place numbers named after regions

Generally, local WeChat accounts focus on content related to food, clothing, housing, transportation, food, drink and entertainment in a certain area . They are vertically positioned in a region and can update content mainly around regional policy news, people's livelihood matters, food, drink and entertainment. They can quickly attract local fans , and users have relatively high trust and dependence.

This type of public account is very distinctive, with many in each region. It is mainly based on the WeChat matrix created by the company, with clear target users . This type of account has a strong monetization capability .

For example: Love Big Beijing, Eat, Drink and Have Fun in Guangzhou, Shanxi Hometown Club, Guyuan Big City Small Things, Touch Chongqing, etc.

7. Fixed suffix vocabulary naming

Use words that users are more familiar with or borrow the momentum of more well-known accounts to define the name of the WeChat public account. Users are more likely to accept such accounts both cognitively and psychologically.

For example, everyone is familiar with Toutiao, and various headlines appear on WeChat public accounts.

For example: XX Headlines, XX Insider, XX Things, XX Home, XX Guide, etc.

8. Professional terminology or plain language

We name WeChat after words that users often use , or professional terms, to make it feel more friendly and natural.

For example: car repair and maintenance, decoration renderings, entertainment industry, old Chinese doctors, new money-lovers, cooking, single dogs, etc.

9. Use homophonic naming

Using idioms, proverbs, poems, and familiar words as prototypes , and using homophonic names to name public accounts , it can make people feel that the names are quite interesting and have a very good effect. Follow the WeChat account of “Internet Operation Academy” and reply “homonym” to get the homophonic tool.

For example: Golden Food Era, Eating Persistently, Living in a Separate Room, Lifelong Event, Lan Gui Fang, etc.

10. Use words with special meanings

The name uses words with special meanings (gossip, curiosity, venomous tongue, etc.) to fully arouse the user's curiosity.

For example: gossip, financial gossip, insider information on daily price limits, poisonous movies, advertising blacklist, etc.

11. Tips and tricks

Public accounts with themes such as certain skills, small knowledge or tools can make good use of the traffic of WeChat public account searches and have an advantage in the search process. After all, the number of users of these small skills is very large.

For example: life assistants, tips for making money, WeChat open classes, tips for women’s lives, health and wellness secrets, a complete collection of gourmet recipes, etc.

12. Positioning by people + content

Using a certain character or nickname as the subject + verb + content combination, or the name of a personal work experience, with both characters and content , the user positioning will be very concentrated. This type of target users may be a bit narrow, and the prospects for future development are relatively not as good as others.

For example: Zhao Yuanyuan talks about advertising, Lei Lei has something to say, Han Li talks about operations late at night, the work diary of an operation dog, operations management notes, etc.

Summary: The above summarizes some of the current mainstream WeChat public account naming rules. I hope it can be of some help to everyone in naming or changing names in the future. Of course, there are definitely many points that are not mentioned in place. Everyone is welcome to criticize and correct.

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

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