A large collection of promotion channels, see which ones you need!

1

WeChat is a semi-closed circle. “Good wine needs no bush”. No matter how good your content is, you need to let the audience outside see it and pay attention to you. With the content, the positioning has been made clear during the operation process, and the energy of the demand points for secondary dissemination and fission of the article will be released.

I wrote an article before: " Practical articles are not as easy to spread as you think! 》

In the field of communication, there is a theory called " social currency". At the same time, this theory has a dark side called "jealousy" in "popular psychology".

What I say below may be wrong...

The explanation of social currency is:

Simply put, social currency is about using people's willingness to share with others to shape your products or ideas, thereby achieving word-of-mouth communication.

——Baidu Knows

The quality of self-sharing permeates our lives. We share our newly purchased clothes with our friends, and we tell our family that the news in the newspaper was provided by us to the newspaper. This willingness to share our thoughts, opinions, and experiences is the basis for the popularity of social media and social networks . People blog about things they like, tell others what they like to eat for lunch, and even record small complaints about the authorities. According to current observers, people who are addicted to social networks today seem unable to stop sharing what they think, love and need.

You can also ignore the above definition (because it is a bit extreme), the definition of social currency in "Contagious" can make you understand it more easily and more comprehensively:

Just as people use currency to buy goods or services, using social currency can gain more praise and more positive impressions from family, friends and colleagues.

Since we are considering the concept of social currency of articles in WeChat, let’s put aside other things and not look at the selfies in the circle of friends , the high-level insights and golden sentences written. Let’s discuss the core logic of the article you forwarded. (Here we are leaving aside the brands and only talking about personal public accounts )

The core logic is actually the same. According to the definition of social currency, it is used to purchase more positive reviews and a more positive image from family, friends and colleagues. The manifestation of gaining social currency in your circle of friends is the likes and comments you receive.

Six dimensions for evaluating the value of social currency:

1. Affiliation
2. Conversation
3. Utility
4. Advocacy
5. Information
6. Identity

Let's take a simple example:

Sharing and forwarding are human’s natural desires. People need social interaction, and the core of social interaction requires content in addition to people. At this time, if you create content and help him socialize, it is equivalent to creating social currency.

There are two benefits of forwarding, and the underlying logic of these two benefits is completely different. One benefit is real, such as money, products, and physical objects, but it is passive. The other benefit is "social currency", which is virtual but active.

Imagine that you have a friend who is a very talented expert. He has a good relationship with you for no reason and invites you to attend his paid offline lecture. At the lecture, the expert shared a PPT with a golden sentence "I am so good to you, but you don't know it." As soon as you see me, isn't this golden sentence referring to me? Just identify yourself with the picture and naturally take a photo and share it on your Moments! "I'm so good to you, but you don't know it."

The underlying logic uses six dimensions to evaluate the value of social currency.

Is the example above about: sense of belonging + support + identity?

Here is the conclusion: the six dimensions of social currency are almost all perceived and then identified by oneself.

For example, when you read this article, you perceive several dimensions among the six dimensions of social currency. Then you can forward it to your circle of friends. This is the most thorough article I have seen on the theory of social currency.

The above is just an example, you won’t actually forward it.

I mentioned above a point of view in popular psychology: the dark side of "jealousy"

Let me end with a simple example, or use the above example to illustrate this point. You have a friend who is a very talented expert. He has a good relationship with you for no reason and invites you to attend his paid offline lecture. At the lecture, the expert shares a word document on how to grow the performance of WeChat self-media 10 times in the next five years. The document introduces in simple terms the gameplay of each link and how to play... Will you keep it for yourself?

The core of this article is the positioning issue. Since this issue has not been explained thoroughly, another article is needed to clarify the positioning . The nature of useful information itself belongs to a small circle, which is not conducive to its dissemination. Here you can use Xinbang to check all the single articles with hundreds of thousands of readers and what their attributes are. Believe me, you will have new insights when you check it out.

Afterwards, I wrote another article about communication: "After learning this trick, your articles will go viral in your circle of friends!" 》

You should know how powerful it is to enable an old user to share again! It not only brings exposure and dissemination. Another impact is reaching the trust level faster. You don’t need to do more work to cultivate users, the natural attribute of sharing is trust.

Let me give you a simple example and you will probably understand it immediately. When a friend in your circle of friends shares an article. The copy here reads: This is an article that explains secondary dissemination in a relatively thorough manner, and it is worth reading for every Internet user. Many factors have been ruled out here, such as whether your article is a chicken soup article, a traffic article, or a practical article.

Next time we will talk in detail about the composition of various articles, which ultimately constitute the attributes of your WeChat. Different article compositions can have different profit models and appeals.

In this case, if the title or recommendation arouses your interest, it is naturally trusted. This friend was originally a good friend in this circle.

Of course, the article title and content layout are excluded here. After the traffic comes in, you must have a systematic strategy, otherwise the "traffic" will just become a traffic node after reading it, and will not reach the level of users or fans. No matter how good your article is, it will not be retained .

I once talked about this topic with an author who has quite a lot of insights in the field of operations, and my opinion coincided with his. Whether it is marketing or operations, it is a systematic job, not the success or failure of a single node.

Of course, at present many people only use theories to make you feel that this is good. But in reality this has already shifted the focus and there is no overall perspective.

I often ask people who are interviewing for new media operations : What do you mean by new media operations? Generally, they can't answer this question. Everyone has their own understanding. Because the overall perception in the market is not very accurate at present, some people think that writing good articles and promoting public accounts is operation, but this is not the case. Operations are more about overall control.

The first thing operations needs to do is to do a good job in the current individual position, such as editing, promotion, and planning. Then you will have the opportunity to cross-pollinate your work and understand how other positions do their work and what users think at that stage. This will help you to gain a global perspective.

Talking about a problem often leads to several knowledge points, because operations itself is a relatively broad role. It doesn’t matter whether the article can bring value or not, the key is that it should not lead you into a ditch. You spend time learning, but ultimately you are misled, and the time cost of trial and error correction is the highest.

Back to today's topic: Several key points of secondary communication

What we are going to talk about today does not involve communication at the technical level or communication at the interest level. The core of this page is just one thing: what can I get by sharing, and what can others who see it get?

I won’t go into details about the technical aspects, but I will just give you an example. In early 2016, I held several events for several merchants, and the technology was relatively new. If you have worked in this industry, you should know that it is a plug-in for sharing WeChat points. The principle is also based on this core point. How many points can you get by sharing this poster, and how many points can you get from the pink color coming from your poster. Of course, the poster design here is more attractive. Users who come in later will also actively participate in this activity. What gifts can be redeemed for what points? If you use this core point of view, you can see that some of the common technology-driven interest dissemination in the market is based on this.

Today I will mainly talk about several core points of secondary dissemination from the perspective of human nature. Of course, the above-mentioned interest-driven approach is also about "interest" at the human level. Depending on the attributes of the product, the "interest"-driven approach has different values. For example, if I sell mass consumer goods with a wide audience, then this profit-driven approach is very valuable.

Six dimensions of social currency value

1. Affiliation
2. Conversation
3. Utility
4. Advocacy
5. Information
6. Identity

All active sharing is based on these six dimensions.

We combine and arrange according to different dimensions.

The first example: Many times our friends see some practical articles, such as: After reading these, I realized that kiwi can be eaten so elegantly. The title may be different, but the core meaning is that some of the viewpoints in this article are interpretations of problems that we are not aware of in our daily lives. It turns out that our previous way of dealing with things was so unscientific.

The second example: Normally, everyone has more or less social interactions. In social interactions, people rarely talk about knowledge points, but more about opinions and views on events. For example, before, an article went viral on WeChat Moments. It was an interpretation of the Wuhan incident from a social perspective. After reading it, it seemed to be true. When other people talked about this incident, you would often share this point of view.

The third example: This point of view is often used on two levels: the activity of fans and secondary dissemination. This is also played quite a lot in the community , such as check-in activities. When there are check-in activities, the news can often be spread widely, but there is a prerequisite, which is to join the check-in community or activity. The most important thing is identity recognition. Take the simplest example. I am currently studying at Lakeside University, and Jack Ma has arranged a 7-day check-in event. You tend to share proactively. This circle is a symbol of my identity, and it gives me a sense of honor and belonging. At the same time, it also demonstrates my willpower. Isn’t it just reading a book every day for 7 days? I can do this.

I won’t give examples of all types here, there are many! Here is a ruler for you. Search for hot articles. The articles ranked at the top meet the following dissemination points.

The yardstick of communication: social currency, incentives, emotions, publicity, practical value = communication

See how many points your article has spread!

The article has all the requirements for secondary dissemination and fission , and also meets the five elements of the dissemination scale: social currency, incentive, emotion, publicity, and practical value = dissemination. }

Putting aside the actual combat, let’s talk about the essence of communication. The core theory of communication is:

All channels and individuals that influence user perception can be defined as "dissemination" nodes.

In communication studies, there are five levels of definition of communication: communication type, communication model, communicator, communication media, communication materials and content .

Among the types of communication, there is communication between people. In the era of traditional Internet, interpersonal communication between people was not so smooth. In the era of mobile Internet , the convenience of social tools and the improvement of infrastructure such as 4G networks have activated and amplified communication between people.

In this way, the flow of information becomes faster, and the flow of information produces information shocks between individuals, and the ripples produce another level of impact. This may be difficult to understand, so I will use a very simple point of view to make this issue clear: "With the popularization of mobile Internet , secondary dissemination can affect the perception of "products" among audiences."

2

Internet communication can be divided into two stages

1. Traditional Internet Communication
2. Mobile Internet Communication

Why traditional communication is not included in this system? Because it is not within the core scope of today's article. Of course, it is undeniable that there are many effective ways of traditional communication. I will share the secret with you next time I have the chance. Today we will focus on why Internet communication does not include traditional communication in this system, because this is not within the core scope of today’s article. Of course, it is undeniable that there are many effective ways of traditional communication. I will share the secret with you next time I have the chance. Today we will focus on the Internet.

1. In traditional Internet communication, the communication between users is very weak, which leads many people to believe that all such forms of communication are negligible. In traditional Internet communication, the communication between users is almost one-way from enterprises to media and even to users. That is why many gray industries can thrive at this stage. There is only one reason: "information is relatively asymmetric." As long as your channels are numerous and broad enough, you will be able to influence more users.

2. In mobile Internet communication, the communication between users is very strong. Information no longer exists in a one-way direction. Users, channels, and companies are all nodes in the information and influence each other. This is why many people suggest that consumers influence product development. This is because information interacts in both directions.

It is also because of the semi-closed nature of WeChat that you need external traffic to enter.

Traffic is divided into active traffic and passive traffic . Whether it is active or passive, you can eventually guide it into passive traffic. Understand this and you will never lack traffic.

3

After talking about theory, let’s talk about practical application. Otherwise, you will be labeled as a theorist who can only talk big.

Let’s look at the traffic sources first:

External traffic sources (partial)

1. Chat

QQ, QQ group, Momo, Gaga, Paipai, Maimai, Dajie, Boss Direct Hiring

2. Audio

Himalaya FM, Qingting FM, Tencent Video

3. Forum

Baidu Tieba, Tianya Forum, Huasheng Forum, NetEase Forum, Sina Forum, Sohu Community, Tencent Forum, Paidai.com, Kaidi Community, Taobao Forum, Paipai Forum, chinaz webmaster forum, A5 Forum, Zhanbang.com

4. Blog

Sina Blog , NetEase Blog, Sohu Blog, Hexun Blog, Tianya Blog, BlogChina, Blogbus, Qibo.com, Blog.com, CICC Blog, Lu Songsong Blog, Moonlight Blog, Diandian.com

5. Technology websites

iResearch, Leiphone, Huxiu, Titanium Media , Sutu, 36Kr , iHeima

6. Library

Baidu Library, Docin, Doc88, 360doc, IT68 Library, Library Collection

6. Self-media platforms

WeChat public account , Toutiao , Sohu We Media, 360 We Media, NetEase We Media, Baidu Baike , Yidian Zixun , Jianshu , UC account

7. Social Platforms

QQ Zone, Renren , Kaixin, Douban, Sina Weibo , Tencent Weibo

8. Industry classification website

According to your positioning, find industry classified information websites (I will not list them one by one here)

Knowing the above traffic sources, the only thing left is the methods and approaches.

4

It only gives methods, but it is not a panacea. Here are two examples of promotion methods:

QQ Group Gameplay

QQ groups are where the target population is most concentrated

The most brutal way to play in a group:

• Use keywords to find groups related to your products and industries
• Then use mass messaging software such as "Mass Senders" to add friends in batches.
• Regardless of the product or industry, the friend approval rate will not be higher than one percent.

A slightly more sophisticated way to play in groups——

The first step is also: join the group

After joining the group, don’t rush to add friends in bulk. Chat and get familiar with each other first. Then collect the questions that group members have in the group, make them into tutorials, and upload them to the group for sharing; or post them to the official account and then forward them to the group, using the gimmick of "solving problems for group members" to attract fans.

The most comprehensive group play method——

A more advanced approach is to add two or more small accounts into a group at once, one responsible for singing and the other responsible for joining in, and then use the above two methods to find ways to guide people to pay attention to WeChat.

Video Station

The three major traffic gathering places on the entire network: music, games , and videos.

Download videos related to your industry, Photoshop them with your WeChat or QQ, or hide the voicemail of your WeChat or QQ account, then change the title and upload it again.

If you are beautiful enough or weird enough, you can post your short videos to Miaopai , Meipai, Xiaokaxiu , Yingke , Huajiao, or Douyu , and maybe one live broadcast will be enough for you to enjoy.

5

The two methods introduced above are both proven and effective ways to promote your product. Expand around your product, choose channels, and change methods. Achieving 100,000 traffic is just the beginning.

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

The author of this article @六爷 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map