How can a public account quickly gain over 10,000 followers through pure content operations?
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1. Operation Background [Operation objects] Two legal public accounts , Lutuan (service account) and Lutuan Public Welfare Platform ( subscription account ). [Operation time] From August 2015 to early May 2016, about nine months. [Fan data] Before operation, the total number of fans of the service account and subscription account was 800+ (half of them are zombie fans, which will be explained later); after operation: the service account had 8200+ and the subscription account had 9500+. [Article Reading Volume] There are many articles with over 10,000 readings, and some with over 100,000 readings. The highest record was 560,000+ readings set on October 3 last year. In addition, in the second half of my operation, the number of readers of the service account headlines basically exceeded 10,000 every time. 【Promotion fee】0 yuan. The boss said he had no money to organize activities. This job is my first real contact with new media operations . I used to work as a copywriter in a financial company and had basically no exposure to new media operations. During the period of operating the two legal public accounts, I stopped updating for 5 days during the Chinese New Year for more than nine months. The rest of the time, whether it was weekends or holidays, I was open all year round... The followers on the account I operated before were the ones we hired a few part-time telephone salesmen to use the lawyer resources in the boss's hands, and used the reason of "We are developing an 'Internet + legal service' product. You follow us first, and then when we develop the product, you can get cases on our platform for free" to keep calling relevant customers and attract them to follow. Therefore, the activity level of these lawyer fans is generally not high. Many of them "block" the information pushed by the official account by directly choosing "not receiving messages" after following it. 2. Before operation, make an operation plan for yourself At the beginning, I was a complete rookie in WeChat operations . I was not even familiar with the most basic WeChat backend functions, let alone typesetting and editors. Later, I read a lot of operation articles on Zhihu, and then I gradually realized the importance of public account planning. I also understood that writing an operation plan "for myself" to help me sort out my logical thinking is more important than writing a conventional plan that looks high-end to outsiders. Next, I will share my experience in developing an operations plan “for myself”. In this operational plan written for myself, I think "positioning" is very important, and its main contents include three points: ①What is my purpose in operating this public account? ②Who is the target group? ③ Characteristics, preferences, general life scenarios, etc. of the target group, what content are they interested in and what content do they hate? (The third point requires constant testing, correction, and improvement) My own plan: ① The most direct purpose of operation is to increase fans, to increase as many accurate fans as possible; ② Target groups: mainly lawyers, and secondarily parties; ③ Lawyers call themselves "defenders of the rule of law" and "representatives of justice", and are interested in all topics related to law, rule of law, democracy, and social fairness and justice. While paying attention to social hot spots, they like to flaunt their professionalism and professional ability. They are relatively vain and face-conscious. Because they are exposed to too many dark sides of society, they are often depressed and conflicted, and are generally dissatisfied with the real society... This "for ourselves" operational plan must be deeply imprinted in our minds and we must always keep it in mind. Because it is the only action plan for all subsequent operational actions. 3. How to judge which articles are of higher quality and worth reprinting? Since law is a relatively professional field, when I first started operating, my legal knowledge was very weak and I didn’t dare to write original content directly. I really didn’t know how to start, so I started by reprinting content. At the beginning, the articles that were reposted and pushed were randomly reposted, so the number of readings fluctuated (the low was in the single digits, and the high was 40 or 50. Don’t laugh, 40 or 50 was really considered high at that time). Occasionally, there would be a "hot article" with a reading volume of "as high as" 100+. Gradually, I began to try to analyze these "explosive articles" and articles with high readership. Gradually, I discovered that as long as the following two (simple and crude) conditions are met, the number of article readers will basically not be low: First, the horizontal comparison reading data of this article is high; second: the vertical comparison reading data of this article is high. The so-called "horizontal comparison" and "vertical comparison" are terms I coined. "Vertical comparison" is the comparison between current articles and historical articles; "horizontal comparison" is the comparison between your own articles and the articles you posted on the same day or in the last one or two days (including, for example, the comparison between the second and third and fourth articles of the day, and the comparison between the two, three, and fourth articles of the day and the two, three, and four articles of yesterday). The core of "horizontal and vertical comparison" is: compare this article with other articles in the official account - for example, if a official account pushes out four articles a day, then compare the second, third, and fourth articles in the recent days with each other, and compare the headlines with the headlines of the previous few days or even the previous week (do not compare the headlines with the second, third, and fourth articles of the day, because the headlines generally have much higher reading volumes). If the reading volume is "quite outstanding", you can't go wrong by forwarding it. For example, the headline of a certain legal public account usually has a reading volume of over 10,000, and the second, third, and fourth articles have reading volumes of around 2,000 to 5,000. One day, the number of views of two posts they published was over 50,000... I decided to apply for authorization. Note: ① This method does not even require you to read more content. You just need to make sure that the article is not inflated and compare the reading volume horizontally and vertically. Quite simple and crude; ② The premise for perfect implementation is that you have to follow a large number of high-quality public accounts in this industry (at least 100+). Then go through all the public accounts morning, noon and evening. Even if you don’t write original content but just repost it, the content will not be too bad. There is another advantage to doing this: as long as you are diligent, you can be ahead of most public accounts when the latest hot topics come out, and be the first to broadcast or comment on them. (A great tip : make good use of pinning public accounts. Pinning all public accounts in the industry you operate and follow can greatly facilitate you to get the latest hot spots at the first time and improve work efficiency) 4. About the creation of original content and the correct approach to following hot topics 1. Be attentive Many people have asked me why I can write articles with such high readership time and time again when I have very few fans? My answer is usually just two words: "care" plus "persistence", that is, "persistence in being attentive". The "care" I mentioned is by no means perfunctory. This is the valuable experience I have summed up after a long period of hard work. Being attentive means that no matter when and where you are, whether you are creating or not, you should focus on your target group. You can pretend that you are a member of your target group, and feel with your heart: What are my distress, my demands, my joys, sorrows, anger, and fears? If “I” follow a public account like that, what do “I” want to get? What content would I be interested in? ...Only if you try to deeply integrate into this group can you feel the most genuine things and write articles that they can't help but forward. Another word for “being attentive” is “putting yourself in other people’s shoes.” When you insist on thinking about problems and feeling life from their perspective for a long time, and then express it in a tone that they like and output it into an article, how can you not get their likes (care) and love (attention)? Even if there is no “explosive article” in one or two months, it will definitely appear in three or four months! The simple values I have always followed tell me: If you want to get something, you have to pay for it; if you want to get attention and even respect from others, you must first pay attention to them and respect them from the bottom of your heart. The nature of the world has never changed, and the same goes for the nature of business ("exchange") - it has never changed due to the advent of the Internet. Looking at the big domestic companies such as BAT, the reason for their success is not just because they are in the forefront of the trend, but because they have indeed brought beautiful things to the world and met people’s deep-seated needs. 2. Follow hot spots Regarding following hot spots, here are some of my experience summaries: ① “Not all hot spots must be followed” should be the consensus of every operator. The only thing you need to judge carefully is "Is our official account highly compatible with this hot topic?" "If we follow it/don't follow it, what will be the advantages and disadvantages?"; ② After you determine that this hot topic is "worth following", think of a more novel angle. Don’t always be a news broadcaster and a follower of public opinion. You can try to become a “trendsetter of hot topics” (but be careful about the limits); ③ Quick! quick! quick! Follow the hot topics, those who are slow will die! If you find a hot topic that is very suitable for your official account, don’t worry about whether it is during working hours or in the early morning, just get up, wash your face with cold water, and get to work! Today's operations editors work very hard. If you don't work hard, how can you get a promotion and a raise? (Thanks for the countless late nights spent writing about hot topics... those were the days when I was most passionate and grew the fastest during the operation stage.) 5. Advantages, limitations and lessons learned from pure content operations There are many advantages of pure content operation: ① The fans are accurate and sticky, and very few people unfollow them; ② The cost is low, and the only cost is the salary of the operators; ③ In the Internet era, content is the product. High-quality content will lead to spontaneous dissemination, and fans may even take the initiative to promote and recommend you ④ brand effect. Of course, the limitations are also obvious: ① The growth of fans is relatively slow (compared with event operations), and a surge in fans is possible only after long-term persistence; ② It places high demands on operators. If the creative ability and operational ability do not match, all the previous efforts are in vain; ③ There is only one person per account, and the mark left by the content operator in the official account is too deep. Once a content operator leaves for some reason, if a suitable successor cannot be found in time, it is often a lose-lose situation where the operator's efforts are wasted and the official account never recovers. The new media era is an era where "content is king". This also means that content operation will become an increasingly popular profession in the future. However, since people cannot judge whether a content operator is qualified or has high or low ability in a short period of time, many content operators have long faced the dilemma of "how to prove that I am great". There is another hard part about being a content operator: you never know when your company or your employer will suddenly run into trouble, and you will be helpless and forced to resign. Resigning is fine, but the public account that just saw a glimmer of hope, that was your hard work, will be wasted in an instant... But you have to get used to it again and again, because this is your normal state. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @李根明is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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