The cost of placing an order from a new customer is as low as 5 yuan. How does QQ Space attract traffic?

Everyone knows that WeChat is currently the platform with the largest number of monthly active users in China.

But if I ask you who is the second one?

Some people may say Douyin, Toutiao, Taobao, and iQiyi, but few people can say QQ at the first moment.

QQ has been developed for more than 20 years. When you talk about QQ with people around you, many of them may say that no one uses QQ nowadays.

But in fact, there are still many people using QQ. The monthly active users of QQ are close to 800 million and are still growing.

As long as there is traffic, there must be business.

There are many ways to make money by relying on QQ, such as QQ precision groups, QQ mailboxes, and various Taobao order groups, etc.

But today I want to talk to you about how to attract traffic to large QQ spaces. This is a method I learned in early 2018, and then I practiced it myself for a while.

Not only is the conversion effect very good, but more importantly, the price is really cheap, which is very touching!

1. What is QQ Large Space Drainage?

As long as there is a content platform, there will be some influential KOLs or KOCs.

For example, Xiaohongshu, from ordinary people to mid-level experts, and then to big names and celebrities.

There are also such big accounts in QQ space . Although their scale is far smaller than that of other platforms, their core values ​​are very high.

The way to attract traffic to QQ big account space is to find some active big QQ accounts through account merchants, i.e. intermediaries.

Advertisements are placed in their QQ space to guide them to download apps or join WeChat or groups.

If you have any impression, you should remember that Xiaomi mobile phone has achieved two incredible mobile phone reservation orders through QQ Space, and the number of Xiaomi official space users has exceeded 25 million.

This is enough to prove that QQ Space still has a large amount of traffic.

2. What are the benefits of QQ space placement?

Why do we use QQ space to advertise? Because it has three advantages:

a. Relationship recommendation

You don’t have to only see your friends’ updates on QQ Space. There will also be some popular updates that will be officially recommended, such as those from people you may know.

Including content liked by your friends, it may also appear in your space dynamics.

b. Data can be checked

The updates published on QQ Space can intuitively show the number of times users have viewed and liked them.

This can help us screen accounts and test post-investment data.

c. Multiple dynamic styles

QQ Space can publish updates that support text, pictures, videos, animated images, and include Android and Apple download links, which brings a lot of convenience to the release.

3. QQ User Attributes

Let me first briefly talk about some basic information about current QQ users:

a. Currently, the main users of QQ are those born after 2000.

b. Mobile phones are mainly Android devices, usually around 7:3

c. There are more female users on QQ than male users, generally at a ratio of 4:6. However, among QQ members born after 2000, males account for 70%.

d. 70% of the comments posted at noon every day come from those born after 2000.

e. Friend updates, i.e. QQ Space, is the favorite of the post-00s, followed by QQ Highlights.

f. Most QQ users come from third-, fourth- and fifth-tier cities

4. What kind of content is suitable for placing in QQ space

Most people do not use QQ Space for learning. Although I have seen some advertisements related to teacher qualification certificates and adult college diplomas on QQ Space before, the effect is not particularly good.

People use QQ mainly for entertainment, so it is still suitable for launching products related to novels, e-commerce, food, social networking, games, and film and television.

However, some industries can also be tested. For example, we have previously tested projects such as fundraising for serious illnesses and Taobao apps, which also brought good conversions.

5. Process of QQ large account placement

In fact, the process of advertising on a large QQ account is not much different from that of finding bloggers on public accounts, Weibo accounts, and Xiaohongshu accounts to advertise.

a. Media selection

Because there are relatively few resources of this type, we usually have to look for specialized account dealers who will provide us with some accounts with good data to choose from.

Complete the account selection, prepay part of the fee, and agree on a schedule.

b. Official launch

Provide the content to the media in advance, usually through QQ space. Do not post articles as the effect will not be good.

The general format is text + picture (multiple pictures) + link, or text + video + link. These two types of effect tests are the best.

c. Content optimization

When placing an ad, you need to monitor the number of views and like ratio of the account.

If the account is launched in batches, it is best to prepare several sets of different copywriting templates.

After launching a batch, optimize it and then launch the next batch.

6. What should you pay attention to when choosing a large QQ account?

We need to select the accounts provided by the media one by one, focusing on three aspects:

a. Matching degree

If you are in e-commerce, you should not look for accounts like Daily Words to place ads.

If you sell clothes, don’t look for accounts that draw animations. Animation accounts are suitable for movies, TV, books, and novels.

If you read the previous updates of an account several times, you will know the positioning of this account.

b. Like ratio

A high number of views does not necessarily mean good quality. Give priority to accounts with a high number of likes.

In addition, it is best to calculate the average number of likes for a dozen or so posts from an account, so as to facilitate the subsequent evaluation of the effectiveness of the content delivered.

c. Stable update

It is best to find an account that updates content steadily, whether it is once a day or once every three days.

Account updates are rare, so many users actually ignore them.

But it is not good to update the account too frequently. For example, we previously launched a maternal and infant toy product, and this big account could post 20 to 30 messages a day.

Now everyone goes to Kuaishou to search for similar toy accounts, and they are still using this trick just to get the official traffic.

VII. How to settle fees

More than 90% of large sizes are shipped directly according to a one-time quotation.

The media will give a large average of views and likes. In 2018, the price we got was still relatively cheap.

On average, the price per thousand impressions is 7 or 8 yuan, which is half cheaper than the regular 15 or 20 yuan per thousand impressions of Guangdiantong.

Few big names are willing to discuss payment based on actual results, such as total exposure within two days of release or the final traffic diversion effect.

Because the benefits of this method are uncertain, there may be disputes.

Therefore, many big names publish their quotes directly. Because the number and fee are not that much each time, generally you pay a 70% down payment to the intermediary and then pay the 30% balance.

8. What should you pay attention to when placing materials?

a. Remember not to use blunt advertising

No one wants to see blatant advertisements, so whether it is pictures or text, don’t use words like "download directly, experience immediately", or "recommend everyone to grab it right away".

b. Express as a user

It must be expressed in a tone of recommending good things and sharing happiness, and it must match the style of previous posts on the big account.

For example, when sharing a product, you need to use your own personal experience, real photos, etc. to attract users' attention and curiosity.

Instead of using official unified posters, the more realistic and natural they are, the more interested users will be.

This is different from the ads placed at the end of public accounts and in the headlines of information flow on WeChat. The ads in the information flow are generally professionally designed.

c. Multiple pictures and videos are preferred

Photos of the actual product or the actual experience are the best, and 9 photos are best to make it more eye-catching.

If it is a video, the cover is very important and should be eye-catching enough.

I haven't tested it in the novel field, but I have seen many cases using long pictures, which are then paired with tempting pictures + text + links, but I personally do not recommend using long pictures.

d. Reasonable time

Although the data released by QQ shows that the most active time periods for post-00s using QQ are 8-10 am and 4-6 pm, the time we calculated ourselves is different.

It is better to focus on 11-1pm in the afternoon and 8-10pm in the evening, because there is more time and more freedom during this period.

Finally, let’s talk about the data that everyone is most interested in:

When we were doing Taobao Affiliate Program, we used the first order as a free benefit point.

Finally, taking into account the advertising fees and the cost of free products, the conversion cost of a new user's first order is as low as 3.5 yuan, and the cost of the second order is as low as 7 yuan.

The reason I shared this gameplay is: first, a paying villager from Shili Village asked me about it today, which reminded me that I had done this before.

In addition, I would like to remind everyone not to ignore some of the traffic around us, especially to make misjudgments based on your so-called common sense.

For example, you can take a look at the Meitu XiuXiu app and use your brain.

Author: Shili Village

Source: Shili Village (shilipxl)