Himalaya’s traffic diversion strategy

Different people have different tastes.

Some people like short videos that entertain them, some like pictures and texts with general knowledge, and some like to listen to books for fun.

Himalaya , a drainage channel that has been selectively ignored.

Why is it ignored? Because Himalaya cannot produce any results in the short term.

Everyone likes fast and short things, and prefers short, flat and fast ways of attracting traffic.

In fact, the Himalaya platform has a lot of traffic, and its fans are vertical and have a strong sense of paying.

The editor knows a friend who has been broadcasting audio on Himalaya for a year. His traffic has increased from 0 to dozens per day, and he can make millions of profits a year.

You may not know what the concept of dozens of traffic is. Let me tell you this, if you are providing services or making products, and the profit of one order is 300, and you have 30 traffics every day, a conversion rate of one tenth can result in 3 orders being completed, which means a profit of 900 per day. To be honest, this income has exceeded that of 90% of Internet people.

Today I will talk to you about how to generate traffic on Himalaya.

To make audio, you only need to operate a Himalaya platform. Although on the surface Himalaya, Lizhi and Qingting share the market share, in reality, the market share and number of users of the former is the sum of the latter two.

1. What are the benefits of audio diversion?

1. Audio is a continuously growing market.

In recent years, knowledge payment has been booming, and the public's awareness of paying for knowledge has become stronger and stronger. High-quality content will stand out and gain more fans. There are too many peers in the short video industry, but when it comes to audio traffic diversion, your similar competitors will be much fewer, and the difficulty of doing it will be reduced accordingly.

2. Audio operation is a one-time thing.

If you post an audio to a platform today, no matter it is captured by a search engine or the platform content SEO, as long as there is no violation, the audio will always be retained on the platform. An audio posted today may still bring you traffic three years later.

Long-tail traffic is the most terrifying, because long-tail traffic is [compound interest] traffic. If you can get 100 passive friends on WeChat every day, no matter how crappy your product is, you will definitely not starve to death on the Internet.

3. Audio content is a basic need for users.

Both text and video can easily cause fatigue, but audio does not. For a white-collar worker taking the subway to work, the best way to pass the time is to listen to audio. This is the natural attraction of fragmented content.

4. Audio is a high-frequency consumer product.

An audio clip is 5-10 minutes long. If a user listens to your sharing every day, after a month, this person will definitely be your die-hard fan. There is a good saying in the self-media: "As long as you have 1,000 die-hard fans who are willing to pay for any of your content, you can succeed in whatever you do."

2. Himalaya Recommendation Mechanism

In the end, all platforms come down to the word "weight". Himalaya's weight means the platform's tolerance for your advertising, and also means the natural traffic recommended to you by the platform's algorithm.

In Himalaya, this weight is manifested as a host rating system. The higher the rating, the better the weight, and the more traffic the platform will recommend.

There are 17 levels from V0 to v16.

V1-V3 is the novice period of the account. During this period, you cannot place advertisements above the profile. At the very least, your traffic will be restricted, and at the worst, your account will be blocked.

During the V4-V6 introductory period, you can insert some advertisements into the audio.

V7-V8 mature stage, you can leave your contact information in the column introduction.

How to improve the anchor level?

After real-name registration, you will be at level V0. After uploading 3 audios longer than 1 minute, you will reach level V1. V1 is considered as the anchor level system of Himalaya.

Himalaya’s requirement for anchors to upgrade is a rating score, and this score mainly depends on the [completion rate] of the audio content. In other words, the more people who can listen to your audio, the higher the rating score you will get.

From here, we came up with an upgrade strategy: record short content.

Yes, the traffic allocated by the platform to each novice is almost fixed. The longer the content, the higher the bounce rate will be. Audio recording can be used as a test in the early stage, mainly short content of 1-3 minutes.

3. Himalaya’s User Positioning

Who am I, what services do I provide, what problems do I solve, and who are my fans.

The key point of traffic diversion is to focus on [users], that is, to identify the target of traffic diversion. For example, not many young people are interested in history, but many are interested in the workplace.

If user positioning cannot be solved, all output is a waste of time.

If your target audience is women, then it is suitable to output content topics such as entertainment, gossip, and emotions.

If your target audience is older women, then topics about family, marriage, and parenting will be more popular.

Your target audience is young men, and fashion, cars, and workplace are what they often pay attention to.

Your target audience is older users, and history, news, interpretation of famous works, etc. are their favorites.

Before you start writing content, ask yourself these questions:

Are my users mostly male or female?

What is the approximate age range of users?

What areas of content are they interested in?

What are their pain points?

What is the income level of my users?

4. Content selection

After clarifying the user positioning, you should have a certain degree of understanding of the user portrait. The next step is the issue of content selection.

Content selection is mainly based on four aspects: reader point, topic point, resonance point, and unique point.

Reader point: What is the purpose of choosing a topic? It is to make the audience interested in the content. If you know what kind of content readers like to read, then you will know which aspects you should focus on when creating your content.

Readers, you can’t rely on your imagination, you need to look at the actual data. How do you look at the actual data? For example, if you are an audio host on parenting, you can follow all 30 competing public accounts that are doing well and see their actual reading volume. If some articles have a higher reading volume than other content, it means that users like this content.

Topic point: Controversial things will attract readers' attention. For example, [Should junior college students be promoted to undergraduate studies], this is a topic, and it is a topic that is bound to be divided into two sides. The audience likes to see such content, and it is human instinct to take sides.

How to find such topic points? Go to Zhihu, you will find countless questions like this one. From this perspective, there will never be a shortage of topic choices.

Point of resonance: The point of resonance is a routine that all high-quality anchors are familiar with. For example, if I talk about the topic of [breaking up] today, from which angle should I approach it? Let’s start by talking about the scumbag, the pain of breaking up, and the harm he caused. This topic may not be very vivid. Let’s change the example of [procrastination]. The day before the exam, I don’t want to pick up my books. The New Year’s plan made at the end of the year has never been started. I will never finish things until the last minute. Do you have this situation too?

Starting from the point of resonance, making people feel that "he understands me", the audience will have the patience to continue listening.

Uniqueness: The uniqueness is that it allows users to gain something and also provides incremental information. Everyone is used to looking at things from a conventional perspective, but you suddenly come up with a different one, and that is the uniqueness of your content. You tell about books that users have never read, stories that they have never heard, and truths that they don’t understand, and that is what readers like.

5. Content Creation

What is the nature of audio? The essence of audio is text.

What is the essence of Himalaya? It is general knowledge and fragmented knowledge.

What exactly is fragmented knowledge? Content created to address specific issues. These contents neither explore the essence of things too much nor are they nonsense like a diary. Its essence is [knowledge at a higher level than common sense].

Therefore, the content of Himalaya is in the form of [What is the problem], [Why], and [What to do].

Himalaya's content output is a process of helping listeners solve problems. The topic selection we talked about earlier is [How to choose problems]. Now let's talk about how to find content materials.

There is a logic on the Internet: audio converted into text is new content, text converted into video is new content, and video converted into audio is also new content.

Therefore, there is no shortage of materials for audio creation. No matter what field you are working on, there is plenty of content on the Internet that you can use. You just need to choose the right material platform.

After finding the direction of the topic, use keywords to search for materials, use the "why" method to find the solution to the problem as the main body of the content, and then describe the user's pain points [for example, are you also XXX, are you also XXXX], and finally refer to how excellent audio hosts end the audio, and break it down and summarize your own ending.

A few questions about Himalaya drainage:

1. What should I do if I am not good at Mandarin?

It's normal to not be good at Mandarin. Don't go astray and look for machine language to output content. Just keep updating it every day. Eloquence and speaking skills are acquired through practice.

2. In addition to traffic, what other monetization methods does Himalaya have?

In my opinion, monetizing the traffic yourself is the way to maximize profits. The monetization of the Internet is nothing more than providing services, making products, and reaping the benefits of the platform. There is no need to explain the first two, as it depends on the matching degree of your own resources. The income on the Himalaya platform includes: when the traffic increases, you can make paid high-quality products in the later stage and reap the benefits of knowledge payment; add platform patch ads in the audio; sign a contract with Himalaya.

3. How can you keep doing it?

The most important thing about audio drainage is different from other things. It is normal not to see any effect in the short term, but it is indeed a traffic generation platform that anyone can use. In the early stage of drainage, don’t look at the results, look at your own progress. If today’s recording is better than yesterday’s, this is the biggest victory. In the early stages of operation, you don’t need to learn how to make titles or covers, and there is no need to buy equipment. Just spend 15 minutes every day recording audio and then upload it to the platform. The simpler the better.

Don’t worry about anything else. Just do it for a month. Recording audio will become a habit in your life. Then think about how to optimize it and do better and better.

There are three things to do in the Internet industry: generate traffic, build trust, and monetize. Take care of these three things and the profits will come naturally.

Author: Xiucai Youliao

Source: Xiucaiyouliao