Public accounts have long bid farewell to their adolescence and entered middle age. Today, there are still many people knocking on the door, and everyone is asking: “How can a new account gain followers?” “What if the trumpet is not read?” “Does the WeChat official account still have a future? Should we continue?” Regarding these issues, I share 30 suggestions, I hope they will be helpful to you. ——————— Enter the main text ——————— The number of netizens has reached its ceiling, so the size of the cake is limited, and the total reading volume of the public account platform is declining year by year, and is being diverted by video platforms such as Douyin and Bilibili. The current situation is grim. If a newcomer writes purely emotional or inspirational articles, there is basically no way out for him on the official account. However, if he targets the campus group, there is still a possibility. Workplace articles are on the decline and must keep pace with the times; movie and entertainment accounts are close to saturation, and it is difficult for newcomers to stand out, but you can try Douyin and Bilibili for making videos and give it a try. If you do not have strong professional knowledge, be cautious when creating a financial and economic account, as it is easy to step on landmines and have your account deleted, and it is also difficult to monetize.There has always been a way out for hot articles, but there are many people writing them and the competition is fierce, so you can give it a try. If a small account wanted to make a comeback, it only needed one article to have 100,000 reads. Now 1 million reads is just the starting point. At least 5 million reads are needed to change your destiny, but it is easy to have the post deleted or the account blocked. For a hot article with 100,000 readers, the number of followers will not increase by more than 500; for a hot article with 1 million readers, the number of followers will probably only be 3,000.Small-account hot-selling is really dangerous and it is easy to be blacklisted. It may be blocked for several days before the article is even sent out. If you are good at writing opinion articles, try to submit as many as possible. As long as the content is substantial, the number of followers you gain will be considerable. In addition, a popular opinion article with 1 million views will bring in 20,000 to 30,000 readers. An ordinary small account can support itself by attracting 20,000 readers through a popular article. Regarding increasing followers of public accounts, the official crackdown on fission is very strict and newcomers are not recommended to try it. It also requires funds. You can try to promote each other, but don’t have too many expectations, or the effect will be poor. In addition to continuously improving your writing skills, you should sign up for fewer courses, chat less in industry groups, or send out red envelopes to ask for likes... The key is still to look at the content, and increasing followers through content is king.Now high-quality content is still a blue ocean and in short supply. If you are not working as a team, try not to update daily. There are only two things that make an excellent article: long-term polishing and knowledge reserves. Make time to input more, and then force output in the end. One hundred daily articles of mediocre quality are far inferior to one high-quality in-depth article, which can leave a deep impression on readers and even have a higher degree of dissemination. It's a steady and cautious approach, suitable for people who have high requirements for content. Another quick way to play is to quickly write articles with various traffic and spread, first accumulate readers to a certain level, and then slowly transform and upgrade the content. Review the articles you have written frequently. If you look back at an article you wrote half a year ago and don’t feel any disgust or the thought that it could be better, it means that you are standing still and not making any further progress. After all, learning never ends. In my opinion, it should have some unique point of view, avoid the points that everyone can think of, and go through your own screening and in-depth research, and finally condense it and put it at the end of each paragraph or the article as the finishing touch. If you are unable to write a high-quality article the first time you write, it is because you lack input, making it difficult to output.I don't recommend watching any paid knowledge content, especially listening to books. They are superficial and a waste of time. They only provide information. You should go to Douban or Zhihu to see some high-quality book recommendations. As a self-media person, you must have strong search capabilities. Zhihu also teaches people how to use Baidu or WeChat efficiently. You can take a look. In any case, don't plagiarize others' articles. You can refer to other people's excellent articles and learn how to divide the articles into paragraphs and how to grasp the essence of the paragraphs. But if you plagiarize others' articles, it is equivalent to taking the crash course, which is of no use to you. You can learn more from the excellent writing experience of big names. For example, the elevated writing skills and attitude of "Sir Movie", the detailed narrative method of "Speaking Slowly", which is both rigorous and convincing to readers, or the novel-like writing of "Half-Buddha Immortal". Although it is impossible to imitate in many cases, at least by reading more, you will be able to examine the shortcomings of your own articles from the perspective of a professional reader.In addition, when quoting other people's articles, remember to put a note at the end of the article to respect the fruits of their labor. Regarding the title, avoid writing it in a self-congratulatory way. Most articles fail because of the title. A good title determines whether the circle of friends will be attracted and forwarded again, triggering a chain reaction. You can follow WeChat article rankings such as Xinbang and learn from the popular headlines above. For example, "Visual Journal" reposted an article from its subsidiary account "Koi Youth" and changed the title, which resulted in over 100,000 views, while the original article had over 6,000 views. Visual Journal: What will people from all over the world talk about in a group during the epidemic? 》 Koi Youth: "The other party invites you to join the group chat..." Except for emotional, LOHAS and entertainment accounts that require exaggerated language, I suggest that you delete some unnecessary modifiers and reach the point of "do not add entities unless necessary". There are several specific steps:① Gradually abandon emoticons. ② Delete adjectives if possible. ③“的和了”, don’t use it if you can avoid it. ④If pictures are not necessary, don’t put them there. If you continue to be strict with yourself in this way, your writing skills will improve qualitatively. You are responsible for every word you write, which means you are responsible to your readers. Readers can feel the sincerity in your words during the reading process. When writing an article, you must treat it as a product. You must pay attention to how to attract readers, how to set up foreshadowing, and how to lead to the following text. For example, when writing an article, you can use the peak-end rule. The reader will only remember two parts of an article: One is the peak, which is the strongest feeling at the climax of the article; the other is the end, which is the experience at the end of the article. As long as you can handle the highlights of each paragraph well, form small "peaks", and then make a climax summary at the end, you can attract readers' attention and even encourage them to forward it. In other words, if your article is mediocre from beginning to end, and you yourself have no desire to share or forward it after reading it, how can you get others to forward it? For public accounts such as tools and local services, you can increase your followers by offering benefits through activities such as following activities in the early stage. But if you want to survive, there is no other way except to produce original and useful articles. Refer to the top companies in your field more often, and think more about why they are successful and what their shortcomings are (shortcomings are your opportunities). If you have a certain amount of user attention, for example, around 5,000 people, you can consider building a readership group to maintain high-quality readers. Establish a reprint group and recommend more of your own articles when you have time, such as data comparison and how high the opening rate is. Generally, reprints by big accounts are still very popular. Don’t quit your job easily to run a public account. The risk is too high and it will be very stressful. If you manage a public account part-time, find ways to free up more free time, such as reducing commuting time, or spending a little more money and moving to a place closer to the company. Very niche fields, such as painting or music, may not be suitable for official accounts and must be incubated on other platforms, such as Bilibili. For comic accounts, it is best to combine them with current affairs, as this will leave a deeper impression. Public accounts that combine multiple fields are easier to succeed, such as comics + hot topics, emotions + comics. Be sure to find the right platform and don’t just limit yourself to official accounts.Some niche areas may not be suitable for official accounts, but are suitable for wider traffic pools such as Douyin or Weibo. For example, helping people to name themselves may become popular on Douyin, but will definitely be closed on official accounts; the beauty vertical field is more suitable for Xiaohongshu. After all, public accounts or all self-media platforms are essentially doing the business of information asymmetry. Moreover, the more difficult it is for ordinary readers to obtain information channels, such as overseas news, more professional academic papers, and some knowledge that is difficult to obtain easily, such as ghost animals, edited videos, etc., the more room there is for development. The prerequisite for self-media creation is to have a hobby first and then create, otherwise it will be difficult to sustain. When you delve deeply into a hobby and become an "expert", even if it is a very niche field, you can make money. Compared with official accounts, Douyin is definitely more inclusive and spreadable, and it covers everything. For example, even if it is a niche industry such as watch repairer, car mechanic, picture mounting, soft furnishing, etc., as long as the video is exquisite, the number of clicks and views will not be low. The key is whether you can persist and whether you can think about it. Tik Tok, Kuaishou and Bilibili are very suitable for newcomers to break in, especially Bilibili, which not only provides traffic support, but also does not interfere with UP hosts' acceptance of advertisements, and has no restrictions on advertising commissions. There are basically no restrictions on public accounts, but there is no traffic support. Bilibili now has a rising star plan every month. If you have confidence in yourself, you can give it a try. If you don’t use the official account as your main platform, but just want to make a new media side job to support yourself, I suggest newcomers try Toutiao, which has the Qingyun Project. If the writing is excellent, there is a guaranteed bonus every month. Try answering questions on Zhihu, because it has a high level of timely feedback, and you can figure out which answers are likely to get high praise. Summarize the reasons, and you will find that Zhihu's traffic has a long-tail effect. The public account is displayed in the out-of-order time of the internal test information flow, which is a very obvious signal: High-quality original articles that are starred or frequently read by users will be more likely to be seen and recommended by readers. On the contrary, simply reprinting or marketing articles will become increasingly dead end. If your account and your articles have no advantages over the top accounts in your industry. It has not reached the level of 1% in the industry, has no moat of its own in terms of content, and has no personal characteristics or any barriers. Then you can either continue to study further or change direction and develop on a different platform. If you continue to endure, you will only waste your time. The same content, such as painting, handicrafts, travel vlogs, humanities, geography, customs and culture, etc., will definitely have the potential to develop faster on video platforms than on closed public accounts, and will reach a wider range of users. There are so many netizens in China, and there will always be some people who like to read your content. The key is how you let these people know about your account. At this time, you need to rely on the platform's recommendation, which is called leveraging the momentum. Alternatively, if the content is the same, such as interesting history, military affairs, international current affairs, or even some niche but professional content, you can try your luck on Toutiao. Toutiao also provides strong support for content. Changing track will bring different prospects. If you still stick to the official account, I hope you can be "diligent", diligent in reading and input, diligent in reflection and improvement, and diligent in referring to excellent content. These three diligences sound very general, but they are difficult to achieve. Diligent reading and input takes up a lot of time for office workers. They need to maintain the ability to learn at all times, remember any knowledge they see, and apply it to other situations when necessary. Being diligent in self-reflection and improvement means that you must have a considerable output of text. It doesn’t mean you can’t keep up after just one week or a month. You need to have at least hundreds of original contents for at least half a year. Then, every once in a while, you should break your old aesthetic and look at the shortcomings of your past writing with a critical attitude instead of clinging to the old ways. This is a change in mindset. Be diligent in referring to excellent content, acknowledge that other people’s articles are better than yours, and take the initiative to learn. There is still traffic, and a team that understands operational skills can still quickly break out of the red ocean of traffic and then transform at a later stage. It can be said that the public accounts that can make it basically rely on perseverance and waiting. First, we need to get rid of 80% of our colleagues who have high expectations but poor skills, who regard their own works as treasures, or who are too sensitive to respond after writing a few articles and stop updating because they don’t get any feedback. Then we need to wait for a group of new readers who can’t stand low-quality content and are looking for content everywhere. The fan loss rate of many large-scale accounts is very alarming, and the readership has dropped sharply. Because the quality of the content becomes lower as time goes by, and the person who maintains the daily content may just be an editor with a very low salary for several months, who relies on editing and piecing together to complete daily tasks and just deal with the work from above. Unless the founder still does it himself and stands at the forefront of content supervision. Even if you offer high salaries, it is difficult to find excellent writers, because the more talented the people are, the more likely they are to do it themselves. Small and beautiful waist-bottom public accounts also have their own competitiveness compared to large ones. The account owners can write their own articles flexibly and in a variety of styles without any constraints. Compared with the stagnant public account market, they appear to be more vigorous and more attractive to readers' differentiated tastes. Every industry is a place where the fittest survive, especially in the second half of the red ocean of traffic. ——————— End of sharing ——————— Ultimately, content is the core competitiveness. After 2020, readers’ reading threshold will be higher, and they will have to force themselves to grow in order to barely stand out. Author: Micro Jam Source: Micro Jam (wjam123456) |
