3000 words to understand Weibo operation and promotion routines!

Why do I operate Weibo? Because browsing Weibo is a basic need for some people.

Weibo, as a veteran Internet application and a social platform as famous as WeChat, is a hurdle that you cannot avoid if you want to make a living on the domestic Internet. Even if you don't operate it, you have to understand the gameplay and routines on this platform.

Weibo is very active, which is due to two properties of Weibo:

Entertainment attributes:

Existing stars and big names may not have opened a public account, but almost all of them have opened a Weibo account. From the perspective of content, these stars on Weibo can continuously produce scarce and exclusive content . As long as these stars are still there, their fans will always be there.

Media attributes:

"To find hot topics, go to Weibo." 80% of Internet news starts from Weibo. Regardless of whether the news is true or false, the hot topic attribute of Weibo can satisfy many people who like to watch the news.

With entertainment in the left hand and news in the right hand, Weibo is a social necessity for many people.

In terms of social networking, WeChat is a strong-relationship social network, and Weibo just fills the gap in weak-relationship social networking, so Weibo is a very suitable platform for personal IP.

Congratulations, it’s another day to meet Xiucai. Today, Xiucai will talk to you about the operational strategies on Weibo.

1. Content Output

The first step in operating Weibo is to choose a suitable track to delve into. For example, if you are writing in the field of emotions, you cannot just follow the hot topics in the workplace or news every day. It may feel good for a while, but you will end up in the crematorium after the pleasure.

Whether it is to attract traffic or sell goods, fans are the key to conversion, and the attributes of the content determine the attributes of the fans. As a personal IP, you must at least let users know who you are, what kind of people you serve, and what kind of problems you can solve for them . These are all created through content.

Without focusing, you cannot sell products or generate traffic. Without generating traffic, you will have no income. Unless you are just entertaining yourself, Weibo operations must dig deep into the vertical track.

What kind of track to choose? On the one hand, it depends on your monetization method, and on the other hand, it depends on the track crowd.

For example, if you are targeting the beauty field, facial masks, lotions, toners, eye masks, lip balms...

In a niche field, choose a track with a larger population. The more vertical the content is, the easier it is for newcomers to gain fans. First, position the IP well, and then output general content when you have more fans.

In the vertical field, the monetization profit is the highest.

If you start chasing hot topics, riding on the popularity, and making hot comments in the early stages, even if you operate the account, this account will be full of zombie fans and the prospects for monetization will be worrying.

In the early stages of operations, Weibo operations cannot be based on the number of readers, as this will easily lead to getting lost in the pit of content planning. Weibo's early operations pursued the word "value" and output practical information in vertical fields.

What is dry goods? It’s not about [what you think], but what the fans think is ok. If readers read this Weibo post and gain a new knowledge point, learn a new concept, and feel emotionally cathartic, then this content is [dry goods].

Don't think of Weibo as a platform to record your beautiful life. Instead, operate Weibo like a public account. Every time you appear on Weibo, every article, and every blog post should make your fans feel useful and bring value to them.

At this point a question arises: What should I do if I am not an expert in the vertical field? Who is not a carrier of knowledge?

1. From books.

Find a professional book in a vertical field, extract useful information from the book every day, and post the content on Weibo.

2. Search on the Internet.

Find all the keywords related to the field and search for content on the entire network platform. The more keywords you extract, the more content materials you will have. Organize the essential content in your own words.

What kind of dry goods do fans like?

I have what others don’t: I find content that others don’t have from you, so your Weibo is an [interesting] Weibo. Others think that creating [hardcore] content takes time, but if you create it, you can attract more fans than others.

I have everything that others have: What does complete mean? Spend more time reading Zhihu. Many of the answers given by big Vs on Zhihu are actually not deep at all, but their content is complete, so they can attract more fans than others. For example, [20 quick tips for skin care].

I am better than others: When most people are creating comprehensive content, you should try to create high-quality content. If they look for materials on Douyin, you can look for them on Zhihu. If they look for materials on Zhihu, you can look for them in physical books. If they look for them in physical books, you can look for them on CNKI. Being always a little more in-depth than others is the only way to create content on Weibo.

The Internet is not an era where information is scarce. The biggest problem of users is that they are too lazy to think and too lazy to search. You take the time to filter out valuable information and pass it on to users, and then users become your fans.

2. Search traffic

Since Weibo has the search function and is also a content warehouse, there is definitely room for SEO on Weibo.

The main SEO method for Weibo is [Real-time Account].

What is a real-time number?

The content posted by ordinary accounts cannot be uploaded to the [Comprehensive] and [Real-time] modules, but the real-time accounts can. The content posted by the real-time account can be displayed in Weibo searches. Through the operation of the real-time account, you can seize industry keywords and allow the content to obtain another traffic channel besides [reposting].

Generally speaking, search traffic is more accurate than forwarding and recommendation traffic, so real-time accounts are also a means of Weibo operation.

Some people treat the development of a real-time account as a secret that they are reluctant to share, and even package it into a course for sale. In fact, the real-time account is not complicated at all, and the account you use may also be a real-time account.

Criteria for determining a real-time account: Search for a content you have posted on Weibo (using 10 words to search) (do not search using the Weibo account of someone who follows you). If it appears in the comprehensive and real-time modules, it is a real-time account.

There are five ways to develop a real-time account:

Original blog post or pseudo-original blog post: I have mentioned the original part many times, so I will not say much about it here. The simplest original content is e-commerce reviews, which are unique on the entire platform and no one has copied them.

Use of hot topics: There is a hot search list on Weibo. If a blog post carries this topic, it can increase traffic. During the period of account development, you can take advantage of the popularity 1-2 times a week. Including hot topics can increase the number of readers, but you cannot carry hot topics at a high frequency during the development of a real-time account.

Do not forward other people’s blog posts: According to Weibo’s algorithm, the forwarded content is not your own. In the early stages of operation, only original content can increase weight.

Post regularly: Treat yourself as a normal Weibo user and update content regularly every day, including long content, short content, videos, pictures and texts, mixing them together to simulate yourself as a real user.

Complete the information: Whether it is email address, mobile phone number, or real name, complete all the personal information that can be filled in. For any platform, only accounts with complete personal information will not be marketing water armies.

Using the above method, you can develop a real-time account in 1-2 weeks and obtain Weibo search traffic.

Of course, this can only be regarded as a relatively crooked Weibo operation strategy, which can play a key role when chasing hot spots. For example, the activity of collecting five blessings has already begun. Every year, a group of people use this method to obtain traffic monetization, such as 50 yuan per ticket for dedication, which are all tricks of low entry and high output.

3. Weibo Operation

Being on Weibo without interacting is equivalent to not operating Weibo. After all, Weibo operation is the operation of personal image, and interaction is also a key node in increasing followers.

Weibo interaction is divided into two levels: one is interaction with fans, and the other is interaction with bloggers.

Fan interaction: In the early stages of operations, if someone reposts a comment, you should reply sincerely and communicate with them sincerely. Most people on Weibo are just there to watch the fun. The fact that they can interact with you proves that the content you produce is valuable and can help others. As long as such people keep paying attention, they will most likely become your die-hard fans in the future.

Interaction with big Vs: Interaction with big Vs is about comments. There are no advanced techniques, just write heartfelt content. If a big V posts a piece of content today, you can follow his or her train of thought and write articles like [How does this knowledge help you], [How does this content touch you], and the exquisite content that is at the front row of comments can also increase your Weibo followers.

Interact with bloggers of the same level: Using Weibo is actually a process of building relationships. If you want to achieve success on Weibo, it is difficult to do it alone. You need to join a circle of bloggers, share each other's blogs, comment on each other, forward each other's blogs, and like each other. When everyone adds fuel to the fire, the fire will burn higher. To operate Weibo, you must play in circles.

Hot Weibo: A section covering almost all fields. It is divided into hourly version, monthly list, weekly list, monthly list, men's list and women's list.

Many people will read the comments under popular Weibo posts, organize sharp opinions and words to comment, and have the opportunity to gain a lot of exposure.

The operation of Weibo is different from other platforms. It requires the assistance of some tools. Otherwise, posting Weibo regularly will be annoying. Here I recommend several commonly used tools for Weibo operation.

Content tools: Weibo content library, Pipi time machine, Weibo jokes.

Scheduled publishing tools: Scheduled Master, Pipi Time Machine, Scheduled V.

Fan analysis tools: microdata, Weibo analyst, and zombie fan killer.

Tools for tracking hot topics: Baidu Hot List, Weibo Tipping Points.

He Caitou said that every Weibo is like a radio station, with its own unique channel and audience. Tonight’s Talk cannot attract the elderly, and Sunset Red cannot attract the young people.

Being a Weibo influencer requires time and long-term content output. Don’t expect to gain a lot of followers overnight. Although such opportunities exist, there are not many lucky ones.

Sometimes no one is interested in your content, and sometimes the content you create will lose fans, but it doesn’t matter, that’s how IP is created.

The style becomes more and more obvious. People with the same frequency will stay, and people with different frequencies will leave. All you need to do is make your voice heard day after day. Content is king? No, the last one standing is the winner.

Author: Xiucai

Source: Xiucaiyouliao (ID: xiucaiyouliao)