Three tips for operating corporate Toutiao accounts!

Traditional Toutiao account operations mostly involve simultaneous updates of WeChat and Weibo content. In fact, relying on Toutiao accounts can not only expose brands, but also bring actual lead conversions to companies, turning traffic into leads and promoting product transactions is what everyone expects. If you want to operate Toutiao well, it is not enough to just post articles. You need to consider everything from the Toutiao mechanism to content positioning.

1. Recommendation mechanism

Many Toutiao operators think that exaggerated headlines will attract users to watch. In fact, the most important thing about Toutiao’s recommendation mechanism is the readers’ completion rate and opening rate. A post that is simply using clickbait titles will only attract a few thousand views at most and will then be stopped from being recommended.

Recommended path:

1. After the article is published, it enters the cold start phase, which is the stage where the system screens for illegal information. If it fails, it will be rejected; if it passes, it will be recommended to users who are interested in this field.
2. Based on the reading feedback (collection, reading, sharing) and other data of the recommended first-level traffic pool, determine whether to increase the recommendation volume to the second-level traffic pool or even higher.
3. If the recommended reading volume of each traffic pool is very high and successfully reaches 10w+, the system will recommend manual review. If the manual review is ok, it will directly face the surge in the number of million-level explosive articles.

Of course, it does not mean that we can just let the article go on the recommended path after it is published. Operators can make real-time adjustments according to the platform mechanism to achieve expectations.

For example: If you find that the reading volume is low, it may be that the completion rate is not high, or the number of shares is not high. In this case, we can stretch these data by optimizing the title and article content, and finally increase the reading volume of the entire article.

For example: if the completion rate is not high, then the possible reason is that the overall layout is not simple and clear enough, and the words and pictures are not attractive enough.

2. Deepen content

Toutiao likes accounts with stable content. If you are in the education field, don’t write about emotions; if you are an emotional master, don’t post scientific articles. Deepening your research in a fixed field will help improve the weight of your account.

Of course, there will also be problems. The big accounts in the same field are doing very well, while the small accounts can only survive and the number of recommendations is getting lower and lower.

When encountering this situation, it is necessary to refine the field and create differentiated content .

Since it is so difficult to build a large-scale one, let’s focus on the small dimensions of the large field.

For example, under the broad dimension of education, there are adult education, K12 education, early childhood education, and family education. If we further subdivide K12 education into elementary school, junior high school, and high school, and fix the content in a small dimension, we will not be afraid of suppression from big names, but will instead liven up the content with vitality.

To create differentiation, we can start from two aspects:

On the one hand, by focusing on the content itself, starting from the writing logic, expression sentences and content depth, even an old topic can be used to create new knowledge.

On the other hand, innovative expression.

We can use the popular comic format and long graphic text format to display the content. Even if the articles are old topics or old ideas, they will be given new life and be easier for readers to consume.

Considering that most operations lack the ability to produce high-quality content or have a low input-output ratio, using innovative expressions is a good approach.

If you don’t have a satisfactory content topic at the moment, you can create content based on the system topic recommendations and hot word recommendations of Toutiao. Articles with this topic will naturally have a higher recommendation volume, but it should be noted that the topic must be consistent with the positioning of your account.

In general, the following points should be noted when creating content for Toutiao:

• The topic selection should be consistent with the account positioning.
• If you want to stand out from the numerous accounts, you must have differentiated content output. There are two main ways to output differentiated content: one is to further deepen the content, and the other is to innovate the expression form to create differentiated content.
• When you can’t find a suitable topic, you can create content based on the topic recommendations in the backend of Toutiao, which will make it easier to obtain traffic support.

3. Information conversion

The ways that Toutiao obtains clue information can be roughly divided into: "Learn more link" and "Private chat". As the conversion component of Toutiao during the establishment period of the enterprise account, it will maximize the monetization of traffic.

The construction of Toutiao account conversion group:

First of all, it needs to be made clear that there will be reading only if there are recommendations, there will be advertising displays/clicks only if there are readings, and there will be leads only if there are displays/clicks.

Therefore, writing good articles and producing more high-quality content are the keys to operating Toutiao accounts.

1. Learn more links

Example:

After opening a Toutiao account, you can use the learn more link function, which is displayed at the end of each article. As long as the article content is highly readable and provides appropriate guidance in the text, users will naturally be willing to click in and leave clues.

This link can be a link to the official website, an event landing page, or an article on a public account. It can be used to obtain user leads or drive traffic.

3. Private chat

Private chat is a major source of leads. We can guide users to send private messages by leaving suspense in the article, and then use the prepared words to flow back to their personal WeChat account, and finally facilitate conversion and transaction.

For private chats, the greatest fun lies in the design of marketing language and the reservation of suspense in the text. Considering the differences in the main business of different companies, each operator needs to write it according to the specific situation.

Author: Produced by Adi

Source: Adi said

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