Activities are king: Master these 3 types of activities to make your official account stand out!

There are similarities between the activities on WeChat official accounts and the activities operated by PC users , such as registration conversion , sharing, experience, etc.; there are also some differences, such as WeChat pays more attention to fun and broadcasting, the purpose is to operate , while PC activities are mainly promotional discounts, the purpose is to sell. The activities on WeChat are more like activities that are run purely for fun.

Xiaomi once conducted an activity on its official WeChat account : users loudly said the five words "Xiaomi, I love you" to the Xiaomi WeChat official account, and Xiaomi used software tools to test who had the loudest voice and gave rewards.

Events are king

If your WeChat account happens to be a tool-type, then try to organize more activities. When you start organizing activities and interacting with users, you will have become competitive among similar tool-type public accounts and have a clear distinction. When doing activities on WeChat official accounts, remember three key words : direction, nature and simplicity

What is Direction? First, what is the original intention of the activity? Is it a fan benefit, promotion of new products or attracting fans? Is the purpose of this event to divert traffic? Second, who is the target of the activity? Just a following fan? Or a potential customer? What is the radiation radius? Third, how strong is the activity? How many coupons and trial coupons are there? Is it real money? Is it black technology? Are they some physical gifts? Or it may be a virtual product on a third-party platform, etc.

What is nature? First, what is the type of activity? Is it a mini- game or a test activity? Is it an online interaction or an offline gathering? Second, is the activity interesting? Is the activity fun? What's the fun? Why? Will users participate? Third, what are the interests of users? What value can users get from the activity? What items, knowledge, happiness, etc. were gained? What are the unexpected things that can surprise users?

Simple means it cannot be simpler. If it can be completed in one step, the user’s second step will not be wasted, thus saving the user’s participation cost!

The activities of WeChat public accounts can be divided into three types: fun theme activities, advertising cooperation and mutual promotion, and welfare distribution.

1. Interesting theme activities

All fun activities have one thing in common, which is to arouse the curiosity of users. The user's curiosity may be about the activity itself or the meaning of the activity. The user's curiosity does not conflict with the purpose of operation. The operation hopes to bring fans through the event and expand the influence of the official account.

There are four types of fun theme activities: games, tests, support, and photo sharing.

(1) Games

On May 20, 2015, the WeChat team held a WeChat event called “Transfer money to me on 520”. If you want to express your love on May 20, you can use WeChat Pay to transfer 520 yuan to your loved one (as shown in 3-36).

Activity results:

• On May 20, the total number of WeChat red envelopes sent and received reached 400 million times!
• 47 million WeChat red envelopes and WeChat transfers with digital amounts of 520 and 1314 were sent!
• 5.20 yuan and 13.14 yuan have become the most popular amounts for transfers!
• The top 5 topics on Weibo and opinion leaders participated in the heated discussions.

Everything starts with a confession...

The timing of this event is very important. If it were April 30 or May 22, it would not attract many people to participate. The event borrowed the potential energy of popular topics. It’s like there would be no origin of Singles’ Day on Double 11, and no Double 11 shopping carnival on Tmall or even e-commerce .

Not wanting to be left behind, McDonald’s official WeChat account also started playing a game: McDonald’s Knitting Red and White Socks for Christmas WeChat Event (as shown in Figure 3-37).

Uniqlo also held an interesting game activity on its WeChat official account. It used the then popular Minions to perfectly combine the Minions with Uniqlo's new clothing, promoting new products while also showing taste (as shown in Figure 3-38).

In 2013, " Where Are We Going, Dad?" came out of nowhere. People were overwhelmed by the cute kids in the show, and the show became the highest-rated variety show at that time. Taking advantage of the popularity of the program, Haoqiao.com launched a WeChat game called "Where is Dad?" (as shown in Figure 3-39). Although it feels a bit dirty, it is also very interesting.

(2) Testing

Testing activities are a common form of fun activity in WeChat activities. There is no shortage of tests on WeChat Moments , ranging from zodiac personality tests to random luck tests. There are tests to test your Mandarin, to test how much your name is worth, and to test your luck in love, etc. There are many different types of tests. However, due to WeChat official policies, many test games are suspected of inducing sharing and have been banned (as shown in Figure 3-40).

(3) Assistance

Support activities are good at capturing people’s willingness to help others. Psychology calls this the "theory of cognitive dissonance." People who have helped you are likely to help you again. Event planners are also racking their brains to plan some activities to get support from WeChat friends, such as helping to get coupons, helping to bargain, and helping to get prizes (as shown in Figure 3-41).

(4) Post photos

Posting photos was once popular on WeChat Moments , and the number of likes on photos or screenshots was exchanged for gifts. Posting photos of people is also quite common. WeChat Moments once became a camp for showing off babies, with various baby-showing maniacs emerging one after another. In addition to selfies and baby photos, there are also photos of watches, cars, and mobile phones. In short, everything that can be posted is posted. Another fun activity was the Pepsi-Cola can-showing activity (as shown in Figure 3-44).

2. Benefits

Starbucks launched a “free drink” campaign in 2013. The activity flow is:

1. Follow Starbucks on WeChat;
2. Interactive red envelopes;
3. Bring the red envelope to the store and buy any product to receive a medium-sized drink.

The nature of the activity is buy one get one free, but it attracted a lot of user attention by distributing benefits on WeChat (as shown in Figure 3-45).

Distributing coupons is a representative activity of distributing welfare, such as shaking to draw coupons, and giving out coupons in exchange for phone numbers (as shown in Figure 3-46).

3. Advertising cooperation

After WeChat authentication, public accounts can apply to become advertisers in the background (the traffic master function can be activated if the followers exceed 50,000). This type of advertising model is similar to that of Baidu Union . Advertisements are displayed at the bottom of each WeChat public account. The click price is very low and the billing method is CPC. The background data can be used to check the advertising effect at any time, and the advertising delivery can also be adjusted at any time.

The effect of placing such advertisements depends on the media account where the advertisement is placed. It is best to give priority to accounts of the same type as your own media account, and secondarily choose accounts of a general type. For example, if your public account is for English training, the public account for placing advertisements can be WeChat accounts related to English such as English Learning, English Fluency, and English Dictionary. Secondarily, you can choose WeChat accounts of the same type such as the English department of a school, public accounts for education and training, etc.

Paid cooperation or long-term mutual promotion with high-quality self-media public accounts is one of the secrets to quickly increase high-quality fans. How to judge whether self-media is of high quality or low quality is particularly critical. After long-term dealings with self-media operators, the author has summarized three methods of identification.

(1) Check whether the operator is PGC

PGC is not an official title given to content producers. PGC is a crown given by users to professional content producers. If you want to become a PGC, you first need to conduct long-term research and practice in an industry, discover its rules and mysteries and have your own unique insights, which requires time accumulation. Secondly, a PGC is likely to have already output content on other new media platforms before operating a WeChat account.

Of course, industry professionalism is very important. You may write an economic article today and study psychology tomorrow. Although this will provide breadth, it lacks depth and the content will hardly touch the hearts of users.

(2) Fan group attributes are important indicators for determining whether a WeChat account is worth advertising

When operating the Japanese WeChat account, the author had a long-term cooperation on WeChat with the village chief, a well-known self-media person in the Japanese circle. When we started working with WeChat, he had more than 300,000 fans on Weibo, and all his posts were about Japanese language learning. 40% of his fans were college students majoring in Japanese language. They were also my target users , and fans of the Japanese language learning WeChat account had a certain purchasing power. Therefore, the users brought by the advertising content on his WeChat account are very high-quality.

(3) Look at the number of fans and reading ratio

Some WeChat public accounts have 100,000 followers, but the number of readers is less than 1,000. In all likelihood, these followers are faked. There are individuals and companies on Taobao and Zhubajie who make a living by increasing the number of fans. It costs 100 yuan to increase the number of fans to 10,000. According to the 80/20 theory, 100,000 fans should have at least 20,000 views, but in reality there may only be 5,000 views, so the base number of views should be between 5,000 and 20,000 (as shown in Figure 3-48).

(4) Advertising cost price

Excluding mutual promotion cooperation, if you want other WeChat official accounts to post your advertising content, you need to pay a certain fee. How do you measure whether the advertising quotation of the WeChat official account is reasonable? Looking at the unit price, when I first cooperated with a WeChat account, the price per fan was set between 1 cent and 5 cents. If it exceeds this range, I would carefully consider the necessity of cooperating with it.

If a WeChat account has 50,000 followers, the reasonable price of a WeChat advertisement is between 500 and 2,500 yuan, but the WeChat operator asks for 5,000 yuan in advertising fees. Then, is the user volume and unit price brought by this advertisement reasonable compared with other payment channels ? Is his WeChat advertising fee really worth 5,000 yuan?

There is no need to worry about high-quality copywriting not being spread. Some big new media accounts may also forward high-quality content from other WeChat accounts. KOL diversion is a channel for new media operations to retain fans. The WeChat public account "Bad Reviews" used WeChat advertisers to promote , self-media public account cooperation and KOL diversion in the initial stage of the public account. The number of article readings increased from 1,299 to 77,814 in one month, a 60-fold increase (as shown in Figure 3-49).

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

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