5 major techniques for attracting new users to public accounts, this time all the old secrets are revealed!

If you happen to be operating a public account and are worried about increasing your followers, before you come up with a better solution, you might as well take 10-15 minutes to read this article - my experience after spending a year exploring it myself may not be perfect, but it is sincere enough.

Some of my thoughts on attracting new followers on public accounts:

I think “attracting new users” is the basis of public account operation. Because fans are the most valuable component of WeChat public accounts , any public account has no meaning of existence if it is separated from its fans. From the initial stage of operation to the rapid growth stage, and then to the stable mature stage, new fans will always be generated, and attracting new fans runs through the entire life cycle of the official account.

But there is one thing we must understand: the official account has different operational focuses at each stage, and attracting new users will not always be the top priority. For example, in the mature stage when the fan base is large enough and the growth is gradually slowing down, "activation" should be the first priority, and attracting new users is not the most important thing.

As for the key stage of attracting new users, it is undoubtedly the initial stage of public account operation. In the early stage, everything is a new beginning, filling in content and attracting new fans, breaking the boundary of zero, and the long life cycle slowly begins.

However, for individuals and small and medium-sized enterprises with limited funds, resources, and connections, it will be more difficult to attract fans for a public account from scratch. How can we quickly and effectively attract new users to our public accounts at low or even zero cost?

Based on my personal operational experience , I would like to give you five small suggestions:

1. Make original features a powerful tool for attracting fans to public accounts

The original declaration protection function was established by WeChat officials to effectively protect the rights and interests of original authors, increase the enthusiasm of original content producers, and curb plagiarism and fabrication. At first glance, this feature has nothing to do with attracting fans, but with a little use, it can become a powerful tool for attracting new users.

But first, you have to activate it. After all, not all public accounts can obtain original functions. They must meet certain official WeChat standards to be eligible for invitation. What are the specific conditions for activation? Let me summarize:

Five conditions to enable the original function

1. Certain operating time

The official account has been in operation for more than several months, allowing WeChat officials to fully understand the operation of the official account, including whether the article content is high-quality, whether the update frequency is normal, whether the originality meets the standards, etc.

2. Maintain high activity

That is to say, the frequency of public account update push must be guaranteed. Because subscription accounts can push articles every day, if you can stick to daily updates, the activity will reach the highest level and the time to obtain original content will be greatly shortened; if you can't update every day, you can keep updating at short intervals (such as every 2 or 3 days); once you don't update for a long time (such as not pushing once every ten days or half a month), the activity will become very low, and the public account will be difficult to be evaluated as an invitation object.

3. Adequate number of original articles

In this way, WeChat officials can judge the overall quality and originality of the public account from multiple articles. As operators, we have no idea of ​​the exact number of articles we need to achieve, but continuous output to ensure sufficient quantity is what we must do.

4. The originality of the article should be as high as possible

The original declaration protection function, as the name suggests, the originality of the article is the most important criterion for judgment. The official public account has a huge library of original articles. The WeChat system will automatically identify the similarity between the articles pushed by a single public account and all the articles in the original library, and determine whether the article is original and the degree of originality.

5. No history of plagiarism

It is easy to understand that during the operation of the official account, it cannot be reported for plagiarism by fans/other operators or automatically identified as plagiarism by WeChat officials.

If you follow the above points, you will get original invitations in a few months.

So, here comes the key question:

How to turn original functions into a powerful tool for attracting fans to public accounts?

With the opening of original protection, all original articles published by the official account can be marked as original. When another public account reprints and publishes one of our original articles, the reprint source will appear at the bottom of the article (as shown below) . You can directly click on the source to jump to our public account follow-up page.

The original public account link is displayed at the end of the reprinted article

By exposing another account, potential readers are attracted to enter the original account through the source at the bottom and become new followers. This is the secret of the original function to attract fans. This method of attracting fans does not require any money at all, and the new fans attracted are accurate and high-quality, with excellent results.

How many fans you can eventually bring depends on the spread and reading volume of your article on other public accounts. To put it bluntly, it still depends on the quality of the article itself. When the article is good enough, you will unlock one traffic entrance after another and bring in a steady stream of new fans.

It is not that complicated to turn original functions into a powerful tool. The best way is to continuously create high-quality original content .

Next, we move on to the second technique for attracting new customers: cleverly leveraging self-media platforms and social group promotion to gain new attention.

2. Grasp the self-media and social networks and do a good job in content distribution and dissemination

Self-media and communities are two rare content distribution platforms. Their great compatibility allows a wide variety of content to be displayed and disseminated. Exploring and utilizing self-media/communities for content promotion can expand the target audience, increase the visibility of the official account, and attract users within the platform to become our followers.

At present, the promotion of WeChat public account content on self-media platforms and communities is mainly based on article publishing. I would like to share my experience on how to publish content on self-media platforms and operate internal communities more quickly and effectively.

Contributions to self-media platforms

As the name suggests, it means submitting the pushed public account articles to platforms that match the content positioning. By inserting the public account information (name, ID) in the author introduction, article source and article content, you can display your own public account on the platform, so that potential readers who have read the article and become interested can search for the public account and follow it based on the exposed public account name or ID. This is how we attract traffic to self-media platforms.

The key to submission lies in the exploration and selection of the platform. In order to improve the article review approval rate and achieve good dissemination effects, the platform's attributes must be consistent with the content positioning of the official account, and the platform itself must have sufficiently large traffic . Let me talk about some very good submission platforms that I have used or come across over the years, both comprehensive and vertical. Learning to summarize the characteristics of each platform and understanding its submission rules will make submission smoother:

1. Toutiao (http://www.toutiao.com/)

• Features: A comprehensive free submission platform, suitable for any type of article submission (society, entertainment, technology, sports, finance...); requires registration of a Toutiao account ; adopts a recommendation system and supports original functions; the platform has a very large traffic volume, and some articles can reach hundreds of thousands or even millions of exposures ; submitted articles can carry their own public account information as a drainage entrance.
• Difficulty of submission: Easy. It can basically be approved and the review speed is fast.
• Chances of being recommended: High.

2. Baidu Baike (http://baijia.baidu.com/)

• Features: A comprehensive free submission platform suitable for Internet+, venture capital, hardware, e-commerce , technology, games and other types of article submissions; Baijiahao registration is required; if the submitted content is of high quality, it will be presented on the web version and mobile terminal of Baidu News, and will be included in Baidu Search and Baidu's other product lines; but generally, articles that are not recommended have low readership and insufficient exposure.
• Difficulty of submission: Easy. It can basically be approved and the review speed is fast.
• Chances of being recommended: Low.

3. Yidianzixun (http://www.yidianzixun.com/)

• Features: A comprehensive free submission platform, suitable for any type of article submission (social, entertainment, technology, sports, finance...); requires registration of a Yidian account; adopts a recommendation system and supports one-click article import; the platform has a large traffic volume; but do not embed public account advertising information in the submitted content, as it will be treated as soft text. You can indicate the source at the end of the article.
• Difficulty of submission: difficult. They are often treated as soft articles and fail to pass the review, and the article review time is relatively long.

4. Sohu public platform (http://mp.sohu.com/)

• Features: A comprehensive free submission platform, suitable for any type of article submission (finance, fashion, travel, mother and baby , education, food, automobiles , technology, sports, history, culture...); you need to register a Sohu public platform account; it adopts a recommendation system, and automatically recommends based on the quality of the article itself and its traffic performance. If it is well written, it has the opportunity to be on the headlines; the platform has a large amount of traffic, and the articles will be displayed simultaneously on the three Sohu terminals only after they are published; you can include source information in the submitted articles.
• Difficulty of submission: Easy. It can basically be approved and the review speed is relatively fast.

5. Jianshu (http://www.jianshu.com/)

• Features: A comprehensive free submission platform, suitable for various types of article submissions (fashion, travel, education, food and cars, technology, sports, history, culture...); registration is required; it adopts a recommendation system, and automatically recommends articles based on their quality and traffic performance, and can be recommended to the homepage of Jianshu; it adopts the method of special submission, and when publishing articles, you can submit to several suitable topics to expand exposure; but please note that if you want to get a popular recommendation on the homepage, you cannot insert any source or advertising information in the article. Therefore, we must make good use of the personal introduction of the platform and put the public account information.
• Difficulty of submission: Easy. It can basically be approved and the review speed is relatively fast.

6. Zhihu (https://zhuanlan.zhihu.com/)

• Features: A comprehensive free submission platform suitable for various types of article submissions (including but not limited to economics, finance, Internet, technology, science, psychology, food, travel, home, automobile and other professional content); you can register a personal column to publish public account articles to attract the attention of readers on Zhihu, thereby directing traffic to your own public account; you can submit articles to other related columns, or participate in topic discussions, bring public account source information to increase exposure.
• Difficulty of submission: submissions to your own column will be approved; it is also easy to publish articles when participating in Zhihu topic discussions; the inclusion of submissions to other columns depends on the management of the column itself.

7. Jiemian News (http://www.jiemian.com/)

• Features: A comprehensive free submission platform, suitable for submission of various types of articles (finance, fashion, travel, entertainment, finance, food, automobiles, technology, sports, marketing , culture...), especially some timely articles or articles with first-hand information, which are the most popular; registration as a member is required; a recommendation system is adopted; the platform has a large amount of traffic; source information can be included in the submitted articles.
• Difficulty of submission: difficult. Be careful not to publish soft articles or articles that contain obvious promotional or advertising information, otherwise they will not be approved.

8. Everyone is a product manager (http://www.wosh ip m.com/)

• Features: This is a product and operation submission platform with strong professionalism, suitable for submissions of articles on product managers, product design, interactive experience, product operation , prototype design, industry trends, workplace strategies , analysis and evaluation; you need to register to become an author; it adopts an audit system, which is a more user-friendly audit system. The audit is relatively fast, and reasons or modification suggestions will be given when it is not passed. After the modification, you can apply for audit again; the submitted articles will appear on the homepage and the corresponding columns; the platform has a large amount of traffic, but you cannot include brand information in the article. You can put an author introduction and personal public account at the end of the article; in addition, you can be invited to become a columnist.
• Difficulty of submission: It is somewhat difficult to pass the review, and the article must be of high quality and practical.

9. Digitaling (http://www.digitaling.com/)

• Features: Advertising and public relations submission platform, highly professional, suitable for submission of articles related to digital advertising, public relations, creativity, design, media, and the Internet; registration is required to become a member; an audit system is adopted, and articles that have passed the submission will appear on the homepage; the platform has a large amount of traffic, and source information such as brands and public accounts can be attached to the articles, and a public account QR code can be attached at the end of the article; a certified author system is adopted.
• Difficulty of submission: It is somewhat difficult to pass the review, and the article must be of high quality and practical.

10. Meihua.info (http://www.meihua.info/)

• Features: A marketing and advertising submission platform with strong professionalism, suitable for advertising, copywriting , interaction, social media, and integrated communication related article submissions; no registration as a member is required, and submissions can be made via email; approved articles will appear on the homepage; the platform has a large amount of traffic, and the source and link of the article can be attached at the end of the article; the review time is generally 1 to 3 days.
• Difficulty of submission: It is somewhat difficult to pass the review, and the article must be of high quality and practical.

Of course, in addition to the above 10 platforms, there are many submission platforms that have not been mentioned. We need to find the most suitable submission platform according to the different types of public account articles in order to promote them more effectively and quickly.

Social media promotion

It mainly uses WeChat groups and QQ groups to expose public accounts (content) in order to attract fans. These communities are made up of the same type of people, including cooperation groups, mutual promotion groups, reading groups, etc., with the number of people ranging from dozens to hundreds. The community not only has potential target fans of our official account, but can also bring secondary dissemination of the official account content (allowing group members to forward articles to their respective circles of friends ).

But you need to find some suitable communities. How to find? We can cleverly use social platforms such as Douban and Zhihu for searching. Taking Douban as an example, first you need to register a Douban account and become a member; then search and follow Douban groups related to WeChat public account operations ; finally, find a suitable WeChat operation exchange group among the many topics that the group has posted and apply to join.

Search results for WeChat groups using Douban

In addition, if you are using Zhihu, you can directly enter keywords such as "WeChat group" or "QQ group" in the search bar to search.

Search results for WeChat groups using Zhihu

After joining the relevant WeChat/QQ group, the next step is how to cleverly push your own articles and public accounts to people in the group. In addition to regularly showing your presence in the group and making yourself familiar with others, you should also pay attention to the good times to post articles in the group, such as when people are talking or communicating in the group . Of course, the most effective method is to attach a small red envelope when posting an article or a public account business card to seek attention. As the saying goes: If you receive a red envelope, you will be grateful and if you receive a red envelope, you will be happy to do things as you are asked.

Joining the corresponding WeChat and QQ groups to promote content is a good way to attract fans in the early stage of public account operation. When the official account has accumulated a certain fan base, it can consider the next method of attracting new users.

3. Find a public account to promote each other and learn from others

This is a win-win friendly cooperation method. At present, the most common practice for public accounts to promote each other is to push each other's articles (the specific article to be pushed needs to be negotiated in advance) . Therefore, the main source of new fans is the existing internal fans of the mutual promotion public account and the potential target fan group it is targeting.

For example: Public Account A and Public Account B promote each other. A pushes an article from B. After seeing the article, A's followers become interested in the author, so they search for Public Account B based on the source of the article and follow it. As a result, the internal fans of Public Account A were directed to Public Account B and became common fans of A/B. Mutual promotion brings new fans in this way.

The most important part of mutual promotion is to find a "well-matched" mutual promotion account: one with a similar number of fan bases, matching content positioning, and the same public account type (either subscription account or service account).

1. Have a considerable fan base

As we have already made clear, the source of new fans for mutual promotion is the existing fans of the official account and potential target fans. Therefore, both one's own official account and the account to be promoted must have a certain fan base; and the number of fans of the two public accounts to be promoted should be similar, for example, both are around 10,000. Two public accounts with a huge difference in the number of fans generally do not choose to promote each other, especially the one with more fans, who will feel that it is not cost-effective to promote each other.

2. The public account positioning must be consistent

The two public accounts that cooperate by promoting each other's articles must have consistent positioning. It is easy to understand that if there is no overlap in the positioning of two public accounts, their respective target fan groups will inevitably be far apart, and they are not the precise fans that each other needs. In addition, the pushed articles will give fans the illusion that the public account’s positioning is changing, resulting in a large number of fans being lost.

For example: let a food public account and a financial public account promote each other, and publish an article on how to deal with the financial crisis on the food public account. It is conceivable that such a sense of incongruity will greatly reduce the professionalism of the food account, confuse fans, cause all kinds of unnecessary misunderstandings, and cause old fans to unfollow.

3. Same public account type

The type here specifically refers to a subscription account or a service account. It is best if the two public accounts that promote each other are both subscription accounts or service accounts, so that they can maintain a relatively consistent frequency of mutual promotion. This is because there is a big difference in the number of push times for subscription accounts and service accounts. Subscription accounts can push once a day, while service accounts can only push four times a month.

For example, a subscription account and a service account promote each other. The service account pushes messages every Wednesday, while the subscription account pushes messages every day. Then the frequency of mutual promotion can only be once a week, and fixed on Wednesday, which is very inflexible for subscription accounts.

In short, you must find the right partner so that you can have fun together in the future.

If you want to attract fans more directly and quickly, holding events will be a great choice.

4. Capture your target fans with an event carnival

Online and offline brands will occasionally offer discounts, free trials, buy x get x free, and limited-time flash sales. These are all old tricks, but they do not prevent waves of new and old customers from flocking to the stores for the discounts, snapping up items crazily, and buying in large quantities, creating wave after wave of sales miracles. That’s the beauty of the event.

By the same token, treat the WeChat public account as a specific brand or product to be operated, and the target audience as potential consumers, and "following" is equivalent to "purchasing." Commodities can promote new consumption through various promotional activities, so official accounts can naturally attract new attention through various activities.

When organizing activities for a public account, don’t just limit yourself to the WeChat public account platform. Broaden your thinking to online and offline, and you will have a variety of activities to choose from. Our goal is to attract new users. As long as the public account information can be displayed (such as QR code, public account ID, name, link, etc.), any form of activity is feasible.

Let’s first summarize what specific types of activities there are.

Common activity types

1. Online

It mainly uses WeChat, Weibo, forums, self-media, video live streaming websites and other platforms as carriers, and has derived various forms of activities.

For example, activities on WeChat include but are not limited to: online sharing, commenting and liking on public accounts, grabbing red envelopes, fortune telling, big roulette, prize forwarding/question and answer/survey, voting rankings, micro-bargaining, micro-group buying, WeChat check-in, fun tests, micro-assistance, one-yuan shopping , micro-flash sales, etc.

The more common activities on Tieba forums include: building floors, voting and ranking, auctions, photo sharing, competitions, sign-ins, live broadcasts , socializing with friends, and Tieba charity.

Weibo activities include: retweet lottery, fan voting, Weibo sofa grabbing, video/slogan/article/creative solicitation, topic activities, etc.

2. Offline

The main ones include: training, salons, ground promotion , live broadcasts, free trials, holiday marketing, promotions, charity, anniversary celebrations, press conferences, sponsorships, theme activities, parties, exhibitions, etc.

You should choose the type of activity that best suits your official account based on actual conditions (funds, resources, personnel, timing, time, positioning, etc.) in order to achieve good results.

In order to further understand how activities can help attract new users to a public account, I will use two examples to illustrate.

Examples of activities attracting fans

Example 1: When it comes to the typical example of using events to attract fans, we have to mention the “Escape from Beijing, Shanghai and Guangzhou” event planned by Xin Shi Xiang (because it is too familiar, I will not elaborate on it here). After the event news was released through the official WeChat account, it went viral on WeChat Moments and Weibo in just a few hours, attracting countless new media people to take advantage of the opportunity. Just taking the example of attracting fans, Xin Shi Xiang disclosed that the WeChat messages of this event were forwarded over one million times, and the number of fans increased by over 100,000 .

This example tells us that a successful WeChat campaign can bring in huge traffic, even surpassing any other way of attracting new customers. Of course, there are not so many "new figures" in the world, and it is very difficult for most public account operators to plan a phenomenal event. But no matter how big or small the event is, as long as it meets the needs, resonates with the audience, and makes participants feel it is valuable, it has the potential to attract fans.

Example 2: Some very simple small activities on WeChat official accounts, such as forwarding to get resources, following and commenting to get benefits, voting and lottery, etc. These activities have a very low budget or even require no cost. The operators can complete the planning and execution of the entire activity by themselves. There are fewer processes and the results are quick, making them very suitable for doing from time to time.

For example, in a public account article that recommends movies , travel, etc., if you have resources in this area, you can send them to fans as a small benefit for the event. You can usually mark at the end of the article: "If you want xx resources, please forward the article to your circle of friends, take a screenshot and add WeChat, and then I will send the resources to you."

In this way, you will mobilize the enthusiasm of your fans, prompting them to forward and share the article to their own circle of friends, helping you gain more attention and exposure. The premise is that your resources are indeed valuable, at least enough to make your fans willing to share them. (Of course, be careful not to make it too obvious, otherwise it will be suspected of inducing sharing)

How to plan a good fan-attracting event?

Tips for event planning

The process of event planning is mostly the same or similar. It includes the early preparation stage , which is mainly internal and external analysis and the initial establishment of goals; then it enters the planning stage , which is mainly the condensation of ideas and the writing of copy; then it comes to the actual execution stage , which requires pre-launch warm-up of the event and post-launch guidance and tracking; the last stage is the summary and review of the event at the end of its life and subsequent reporting. The specific process is shown in the figure below:

Event Planning Flowchart

Now that you know the general planning process, what skills can you learn?

1. Clarify the goal of "attracting new customers" and quantify it

There are many goals for the event, including increasing brand awareness, expanding market share, increasing sales, establishing corporate image, etc. When it comes to WeChat official accounts, the main objectives of the activities include: attracting new users, retaining existing users , promoting activation and conversion .

Since our event is aimed at attracting new fans, the operators must make attracting new fans the only goal. If multiple goals are established in one activity at the same time (for example, attracting new customers, promoting activation, and increasing conversions), the theme and copy will lose focus, affecting subsequent publicity; it will also disperse limited activity resources and make it impossible to concentrate all efforts on serving one goal. Therefore, it is important to clearly define the goal of “attracting new customers”.

The next step is to make the goal of attracting new fans more specific: how many new fans the entire activity plan will add, and how many fans each channel will attract. This will provide specific reference for subsequent event budgeting, prize setting, and copywriting. Let me borrow an example from something I wrote before:

After the new customer acquisition target is quantified

This is the benefit of setting quantitative new customer acquisition goals. It makes event planning more traceable, makes event execution smoother, and makes the use of event resources more accurate.

2. Cater to your event target and set attractive prizes

This step is very critical, and the prize setting will directly affect the success or failure of the event. Because when the audience browses your event information, they will habitually look at the prize column first and judge the value of the prize through a quick scan. Only when they are satisfied with the prize will they learn about the specific content and participation conditions; if they think the prize is of no value to them or they are not interested in it, they will not have the desire to learn more and participate. After all, you rarely read in detail or even comment on articles whose titles don’t even appeal to you.

In order to maximize the effectiveness of event prizes, when setting them up, you must be clear about your target audience and understand what kind of people they are, what typical attributes they have, and what things are suitable for this audience. You can even conduct a survey to understand the nature of your audience, and then develop the best prize plan based on your own situation.

For example, the target audience of your activity is a group of young female fans who like to imitate the style of stars, pay attention to entertainment news, spend a lot of money to see idols, buy peripherals, buy records, join various fan groups, etc. When facing such a group, if you set the prize as something related to the star (concert tickets, autographs, albums), it will be more attractive than anything else.

3. Make the activities as simple and easy to operate as possible

Do not underestimate this point. The complicated steps of the activity will first scare away some people who are afraid of trouble . They will choose to give up when they see the activity. Overly complicated activities may also hinder the audience's understanding , causing some people to not understand how to play. Then, these endless operations will gradually erode the patience of a considerable number of participants , causing them to run away halfway through the activity. Finally, for those activities that require network operations, when there are too many pages to jump to, it is easy to cause the page to fail to jump or open too slowly , causing participants to lose their patience and give up the activity.

Therefore, unless it is absolutely necessary, when doing WeChat public account activities, you must ensure that the activity links are simple and easy to operate. Allow event participants to get result feedback in just one or two steps. This way, even if they don’t receive the prize, they will not complain about wasting their time on the event. In addition, activities that are easy to start are more conducive to dissemination.

Finally, I would like to remind everyone that you do not have to plan and execute activities yourself to increase your followers. Many activities now adopt a win-win cooperation approach, hosted by one or more companies and co-organized by others. Therefore, in the absence of a good event idea, or insufficient time or funds, it is wise to participate in the event as an assistant . Displaying your own official account brand and QR code in the event can also help attract fans.

I would like to stop here and talk about another technique to attract fans.

5. Keep up with the trend and unlock the correct way to follow the hot spots

2017 Hot Spots Calendar

Wherever there are people, hot spots will appear and spread, and penetrate into every corner with the power of the Internet media.

Whether they are new media people or traditional media people, they have truly felt the tremendous explosive power brought by hot spots. This is why today, so many advertisements (including print media), copywriting, activities, and marketing promotions use the most popular buzzwords of the moment and attempt to hit a beautiful home run when the topic is at its peak. There are even many individuals and companies who make a living by following hot topics.

Whenever a hot topic breaks out, in addition to the corporate media professionals who are eager to be the first to get involved, there is also a large wave of onlookers. They can be roughly divided into two groups: one group is only interested in the hot topic itself; the other group, in addition to the event itself, is also particularly keen on watching the corporate media professionals' "hot topic leverage" battle, running to major official blogs and WeChat accounts to join in the fun, and even imitating the leverage style commonly used by certain brands and creating their own jokes. It is precisely because of the enthusiasm of this group of onlookers that the things that corporate media people take advantage of have an audience base.

It has to be said that taking advantage of hot spots has become a national phenomenon . Based on this, it is not difficult to understand why WeChat public accounts use hot topics to attract fans.

What are the benefits of following hot topics on public accounts?

1. First of all, following hot topics can increase the exposure of WeChat public accounts and increase their presence. The reason why hot spots are "hot" is that they attract so much attention and become a hot topic in a short period of time, enough to sweep the entire circle of friends, the entire Weibo, the entire Internet, and even the entire country and the world.

Let the official account carry the hot topic label, enter the topic powerfully and naturally , and attract onlookers who want to see the reactions of corporate media people in addition to joining in the fun. When the leveraged content hits this huge audience, it will produce a powerful chain reaction: in addition to following the official account, most people will also actively forward the content to their own social circles, which is based on the psychology of performance, recognition , etc. In this way, secondary or even multiple dissemination will occur. How can the official account not attract fans quickly?

2. Secondly, and this is something I deeply understand, for WeChat public accounts, following hot topics is the simplest, crudest and most effective way to attract fans ; have you ever thought about how small public accounts, especially service accounts, can attract fans by only pushing 4 articles a month? This is undoubtedly difficult.

However, a popular article on a public account with tens of thousands of readers can bring in hundreds of fans in a day, which is a shortcut compared to the usual increase of a few dozen fans a day. Maybe you will say that even if the number of followers increases, most of them are not the precise target users you want, and you will end up facing the dilemma of losing a large number of fans, but there will always be some who remain who are what you really need. If an account lacks even the basic qualities of a “human”, it will be difficult to make significant progress.

3. Finally, keeping abreast of the latest information hotspots will have a positive promoting effect on the operators themselves and the entire product operation. There is no need to explain this further, everyone should understand it. In the era of information explosion, if you lack the awareness and ability to mine, process and analyze the latest information, you will not be able to better develop your public account.

Leveraging hot spots well can achieve significant results in attracting new customers, but how to leverage hot spots well is another key issue. Before answering this question, let us first clarify the specific hot spots so that we can prescribe the right remedy and defeat them one by one.

Three categories of hot spots

Personally, I am used to dividing hot spots into three categories based on their formation and spread, including predictable hot spots, unpredictable hot spots, and hot spots that are both predictable and unpredictable . The first two are easy to understand.

1. Predictable hot spots

It means that events that have not yet occurred are completely in a transparent exposure state, and the specific time, cause, constituent elements, key triggering points, etc. have been known in advance, and there is a strong foundation for forming a hotspot. Most of these hot spots occur in cycles every year, with the most obvious examples being major holidays and large e-commerce shopping festivals.

For example, the Spring Festival, March 8 Women's Day, Mother's Day, Father's Day, Dragon Boat Festival, Mid-Autumn Festival, New Year's Day, 618 JD Shopping Festival, Yangmatou Black Friday, Tmall " Double Eleven " and so on are all predictable hot spots.

2. Unpredictable hot spots

It refers to an event that occurs suddenly without any prior warning and spreads virally in a short period of time , with the nature of being "airborne".

For example, iShare’s “marriage certificate”, Plato’s “personality label”, New World’s “escape from Beijing, Shanghai and Guangzhou”, Hawking’s opening of a Weibo account, etc.

3. Hotspots that are both predictable and unpredictable

It means that we already know that such an event will happen at a certain time, but the specific triggering point cannot be predicted and is uncertain. It is easy to understand with the following example: the latest hot event “315”.

Its predictability is reflected in the following aspects: first, we all know that it happens on time on March 15th every year, and the time can be determined; second, 315 is Consumer Day, and according to convention, a party will be held to expose some illegal companies or brands, and the general content and process can be determined.

However, which brands will be exposed and why? We cannot know in advance, there is uncertainty. It is precisely this unpredictable factor that has brought the 315 hot topic to its climax and become the focus of discussion.

These are hot spots that are both predictable and carry strong uncertainties, including large-scale new product exhibitions such as Apple's press conferences.

As for how to take advantage of hot spots, that is what I want to talk about next.

The correct way to solve the hot spots

I am personally an old hand at chasing hot topics. I have participated in many hot topic leveraging activities and analyzed and summarized many successful or failed cases.

Here, I list some small suggestions for leveraging momentum: timeliness first, grasp the best opportunity, especially for sudden hot spots; unique leveraging angles and content , to be different and stand out, especially for leveraging momentum that has lost the advantage of time and speed; handle the relationship between hot spots and your own public account brand and content positioning ; pursue hot spots rationally , don’t chase all hot spots, and avoid chasing them blindly.

If you want to learn more about the methods and key points of hot spot leveraging in more depth and detail, you can read the three articles I wrote about hot spots before, which are all practical summaries of experience:

1. "I spent two months and failed six times in hot spot marketing "

2. "99% of activities die midway because they don't know these 8 leveraging techniques! 》

What we have been discussing before is taking advantage of external hot events. The highest level of taking advantage of hot topics is for the official account to initiate and create hot topics itself, trigger heated discussions, and become the dominant force in the event. The “4-hour escape from Beijing, Shanghai and Guangzhou” planned by Xin Shixiang and the “marriage certificate” event of Ai Fenxiang are both successful examples of self-made hot spots, which brought six-digit new fans to their respective official accounts at one time and quickly increased brand awareness.

Of course, it is not easy to create your own hotspot, and very few can succeed. It requires "the right time, the right place, and the right people." But as long as you keep trying, you will succeed one day.

Okay, I’ll stop here. If you continue, I’ll have to expose my past. Anyone who has read this far is in true love (heart).

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