The opening rate of 80% of WeChat public accounts is less than 5%. How can we break the deadlock?

In the blink of an eye, a quarter of 2017 has passed. Many corporate new media practitioners will find that it is becoming increasingly difficult to do new media now. The opening rate of WeChat public account headlines is less than 5%, the article reading volume is low, user interaction is not high, and it is difficult for corporate traffic to be converted and monetized. As an editor engaged in corporate network operations and new media, how can you break through and solve the above problems?

Before I talk about solutions, let’s take a look at the new trends in new media in 2017.

1. WeChat : Restart

(1) The overall traffic is stable, but as fans’ opening habits decline significantly, the distribution entrance of WeChat public accounts may undergo further changes. Currently, the search entrance has features such as Moments selections. But the entrance is too deep. If there are any new changes, follow them immediately.

(2) The Matthew effect of WeChat public accounts will not be exacerbated. The problem faced by large accounts is more about the balance between revenue and size.

(3) The rise of small-scale (1-3 people) personal public accounts is still fierce and will account for most of the long-tail traffic.

(4) It will become increasingly difficult to advertise for others, and selling products by yourself will become the mainstream.

(5) As the rules for renaming subscription accounts change, the buying and selling of accounts between companies and individuals will rise (of course, this is not encouraged by WeChat officials. Pay attention to the reasonable transfer of fans. For specific methods, please refer to the author’s previous article "How to take over a public account halfway").

(6) Mini Program dissemination is an opportunity for companies with offline stores. It also opens up an era of micro-explosion based on social networks rather than WeChat Moments.

2. Weibo: Transfer

(1) Unlike the “aging” trend of WeChat, the younger trend of Weibo is becoming more and more obvious.

(2) Users in first-tier cities mainly speak out, while users in second-, third-, and fourth-tier cities watch and chase stars.

(3) From the perspective of event communication, in the past few years, events were generally triggered by Weibo and then settled on WeChat. It may be rewritten later, with WeChat triggering the explosion and Weibo triggering a second explosion. The most prominent example is the Luo Yixiao incident.

(4) Judging from the current situation, Weibo operations, including advertising, will gradually shift from pictures and texts to short videos (miaopa) and live broadcasts (yizhibo).

3. Other We-media Platforms : Differentiation

(1) Self-media platforms will have different tones, such as Toutiao, which is more entertainment-oriented, and Yidian Zixun, which is more literary.

(2) Self-media platforms will move from pure content distribution to gradually experimenting with deep fan aggregation.

(3) Text and pictures will still be the mainstream content on self-media platforms, but the proportion of short videos will increase. The increased speed is related to the reduction in 4G charges and the user's development of habits.

(4) The volume of live streaming that relies solely on appearance will weaken, and more emphasis will be placed on talent and other aspects, and it will tend to be studio-based and assembly-line production. Corporate live streaming will be differentiated.

After understanding the complete trend:

The first question: What exactly does corporate new media do?

• Brand Communication

  In the early days when new media personnel took over the WeChat public platform , the growth in article readings, clicks , and fans was the most direct indicator of new media operating performance. The first batch of 1,000 seed fans was the key, and how to successfully attract this group of users was crucial.

  We should not be superstitious about articles with 100,000+ views. Many of them are chicken soup or health articles and may not be suitable for you. Since the articles cover a large enough range of people and are forwarded many times, the number of readers will naturally increase.

  However, for different industries, the quality of fans is more important than the number of readings, and the number of article readings alone should not be the only criterion for evaluating corporate new media personnel.

  I have written more than 300 original high-quality articles and successfully attracted 1,000 precise fans. Although the number is not large, it has brought me a profit of 300,000.

  Not everyone will read the articles you write, and you don’t need everyone to read your articles. You only need the group you care about to see and understand them. For information on how to attract high-quality fans, you can read this article "Why 99% of self-media don't make money? Here are the causes and solutions.

  Make money by connecting products/services

  The core essence of business is profit. Regarding making money, when the WeChat public traffic reaches a certain stage, the issue of profitability follows. Many WeChat public accounts have a large number of fans, but it is difficult to monetize. Why is there such a big difference? The most important reasons are as follows:

1. Inaccurate positioning

2. Content plagiarism

3. Unable to continuously output value

4. Single promotion channel

The second question: How to solve the problem

1. Inaccurate positioning

Whether it is a WeChat public account or an offline platform, the first question you need to solve is: Who are you?

I divide my fans into three types

1. Occasionally passing by and paying attention

2. Be attracted by the content

3. Add brand communication

Many WeChat public account owners see other people opening accounts and some of them succeeding through WeChat public accounts, and they get excited! open!

There is a serious trend of following trends and people don’t know what to do. This makes it very difficult for new media operators, who don’t know where to start.

The essence of marketing is to think clearly. When we run a WeChat public account, the first step is to successfully promote ourselves. Just imagine: if your users do not understand you and do not trust you, will your WeChat public account opening rate be high? Will he interact with you?

The second problem you need to solve: customer pain points

I am following you not because of your WeChat public account,

It’s the value you bring to me.

Customers don’t care about the articles you post, but whether you can solve their pain points. So when we are positioning ourselves, you must analyze your customer portraits and what problems they will have. Think through these problems, provide solutions to solve them, continuously output value, and resonate with customers, so that customers will continue to pay attention.

For example: If you are running a WeChat public account related to baby care, how would you position it?

1. Crowd portrait: Most of the mothers and fathers are between 25 and 30 years old, have stable jobs, have certain financial strength, and are willing to learn through the Internet

2. Pain points of the group: No parenting experience Concerned about the baby's physical and mental health and growth education Pursuing foreign product brands

Solution:

1. You can package yourself as a parenting store and sell products, and post product pictures on your Moments every day.

2. You can package yourself as a parenting expert, provide parenting knowledge for babies aged 0-6 years old, and solve various baby growth and health problems that young mothers are concerned about from multiple aspects. On this basis, you can implant soft articles to sell products?

I believe the answer is self-evident.

3. Unable to continuously output value

No matter what method you use, in the end it is a test of willpower!

As a WeChat public account operator

Maybe you have published a lot of high-quality articles, but they were copied by your competitors and became popular articles.

It is also possible that you work overtime to publish articles, but the number of readers and fans increases slowly, which greatly increases your confidence.

I have been through all these situations and don't want to give you chicken soup for the soul. As a content operator , the first month is the most difficult because as a new account, users will suddenly have something new in their minds and will look at you with suspicion. What we need to do at this time is to adjust our mindset, patiently and continuously output content, continuously optimize and summarize during the period, and solve user pain points.

When you keep posting for 30 consecutive days, and keep doing it every day, users will believe that you are serious, your personal charm will endorse you, and dawn will eventually come!

4. Single promotion channel

In the Internet industry, even the best wine will not sell if it is not well known.

After doing the above three points well, the fourth point is also very important. Some friends think that as long as I write good articles, people will read them naturally. This theory does not apply to the Internet industry. As the early stage of accumulating fans, we must actively promote ourselves through various channels and platforms, so that our articles can be displayed to as many people as possible, so that people can see you, understand you, and trust you. This is the key.

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

The author of this article @老余 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map