Perfect Diary’s private domain traffic method!

The article provides a detailed analysis of the three main venues of Perfect Diary’s private domain traffic : personal IP, WeChat public accounts and WeChat groups. It allows us to understand the operational “routines” behind Perfect Diary, and I hope it will bring you some inspiration.

Previously, a friend asked me if I could systematically study Perfect Diary’s private domain traffic. Although there are many articles about Perfect Diary’s private domain, those analyses are still too macro. From the perspective of an operator or executor who needs to implement the business, the information is still insufficient.

It just so happened that I recently learned some crawlers, and decided to take this opportunity to systematically pull data. At the same time, combined with my previous experience in new media operations and current e-commerce, from the perspective of a brand that will need to do private domain traffic in the future, I sorted out Perfect Diary's private domain traffic operations.

According to the analysis results, the contents are as follows:

1. The relationship between Perfect Diary’s IP account circle of friends, official account, and community;
2. The specific time, content format and frequency of the three content releases;
3. What activities are included, what is the proportion, and what is the specific form;
4. Compare with Perfect Diary Tmall flagship store, what are the products that are unique to the community; compare the prices of the same products, and the difference ratio;
5. If a brand wants to do private domain, what conditions are required?

01 Analysis of Perfect Diary’s personal IP “Xiao Wanzi”’s circle of friends

The main content of Perfect Diary's WeChat personal account is operated by "Xiao Wanzi" as the koc, and the content published is mainly activities. I pulled Xiao Wanzi's circle of friends data for the past month and analyzed the data. The specific situation is as follows:

1. Release schedule

On average, there are 3 posts on Moments per day, and the main posting times are: 9-10 a.m., 16-17 p.m., 21-22 or 23-24 p.m. (other times are also occasionally posted). These times are more in line with the office workers' habit of browsing mobile phone information: for example, when they just arrive at the company, they may have breakfast, go to the toilet, etc., and check their Moments at the same time. I take a break from checking my Moments at around 4 or 5 p.m., and check it again before going to bed at night.

2. Main content of the post

The content posted on Moments is mainly activities, and the forms and proportions of activities are as follows:

Regarding limited-time flash sales or buy-one-get-one-free promotions, the product features are usually explained in the content posted on WeChat Moments, accompanied by pictures that can help people understand the product in a concrete way, and then the price and strength of the promotion are explained in the comments section.

About 20% of the content posted on WeChat Moments is about promoting new products, which are usually new products of the company. Products from other brands are also recommended. Of course, these products can usually be purchased in the mini program mall. If we are going to do some live broadcasts, launch new products or hold activities, we will also make advance announcements through Moments to let users know and facilitate conversions during the activities.

3. Content Diversity

In order to prevent user disgust, the same product combination is generally promoted for a maximum of 2 days at a time, with a total of 3-4 items.

Product rush or conversion activities will be carried out between 11-12 noon and 20-21 o'clock in the evening, basically at a time that is more convenient for office workers. At the same time, these activities will be represented by fixed keywords, such as #Pamper fans and give back#, #Limited time 1 hour flash sale#, etc.

4. Activity intensity comparison

For the same products, we compared the prices on WeChat and Tmall. Taking animal eye shadow and mascara as an example, we can see that the price on WeChat is 50%-60% of the price on Tmall. This method can retain and convert users on WeChat very well. After all, who wouldn’t be tempted to buy the same things at a lower price, or buy more things at the same price?

Once user retention is done, the next step is continuous conversion. In addition to the makeup and makeup remover products available on Tmall, there are also personal care products specifically for the community, which meet the needs of users from makeup to makeup removal to skin care. Considering that its own products are not enough to meet all the needs of users, it has also begun to cooperate with other brands, such as Amiro's makeup mirror. All products are designed to meet the needs of beauty-loving women. This precise product selection not only gives users a better purchasing experience but also can convert users multiple times.

02 Analysis of Perfect Diary’s Official Account

Regarding the content of the official account, I also pulled data to facilitate analysis from a more micro dimension.

1. Posting frequency

Because the account analyzed is a service account, it can only post four times a month. Articles are usually published at 9:45 am on Tuesdays, Wednesdays and Thursdays, with 1-3 articles usually sent out at a time. The specific number depends on the rhythm of Perfect Diary's marketing activities.

2. Content Type

Conversion content: Discount activities accounted for 76% of the total, with extremely tempting promotions such as "1 yuan", "9.9 yuan", "second item for 0 yuan", and "free gift" as the main promotions.

Interactive content: In addition to converting users through strong event content, we will also focus on interaction with users, such as recruiting, trying new products, and leaving messages for prizes to promote user stickiness.

Product introduction content: Of course, it is also necessary to introduce products through articles, such as lipstick, eye shadow, etc., through the combination of pictures and text to let users understand the product more vividly.

3. Format of publication

The content of the article is all cut pictures. Compared with the text + picture layout, the beauty and tone are indeed much improved. In the article, if it is of a purchasing nature, user conversion can be carried out through the mini program link added in the picture. (For details, please visit Perfect Diary’s official WeChat account)

4. Menu bar settings

It is mainly set up based on hot products (products co-produced with some celebrities) and activities that need to be converted, which is roughly as follows:

1. "Online Mall" in the left menu bar (re-purchase conversion): conduct the first conversion of users through activities where new users can receive free gift packages; guide users to participate in activities and enter the mini program mall through low-priced products such as lipsticks.
2. The middle menu bar "Surprises Inside" (focusing on sharing practical information): mainly a collection of previous articles on beauty tutorials and product usage guides.
3. "Beauty Fan Center" in the right menu bar (redirect to private domain and attract new users): activities to attract new users and give gifts to old users of Xiao Wanzi's private account.

5. Activity Description

Regarding the activities in the official account, users are usually required to participate between 11:00 am and 12:00 pm or between 8:00 pm and 9:00 pm. Generally, a deposit of 9.9 yuan can be paid during this period to get a gift. Of course, the number of people who can receive the gift will be limited, and usually only the top * people can get it. This can motivate users to place orders quickly and also allow users to develop the habit of participating in activities during this time period. At the same time, users will be stimulated to buy as much as possible through activities such as "1 yuan for the second item" or "30% off for 3 items" and "gifts will be given for orders over 149 or 199 respectively".

03 Analysis of Perfect Diary WeChat Group

1. Time of posting content in the group

It usually starts at 8 am and lasts until around 12 am. Content is released every 30 minutes to 1 hour, with about 8 pieces of content each time, mainly small programs for specific products and purchase information of the product. If it is an event that requires limited purchases, it will mainly be held between 11:00 and 12:00 in the morning and 20:00 and 21:00 in the evening.

2. Content within the group

Regarding the content posted in the group, a relatively large proportion are promotional activities or small program purchase links for specific products; the second largest proportion are videos or graphic content about specific products, such as eyeliners, lipsticks, moisturizers and other products that are easier to express; of course, they will also combine questions about the products, such as whether they are suitable for the skin, etc., and answer them and post buyer show photos or product purchase links.

3. Crowd role arrangement

There are usually two people in the group who publish content and activities, namely Xiao Wanzi and Xiao Meizi. Of course, in order to ensure the activity of the group and be able to softly launch official conversion activities, unofficial avatars have been arranged. At present, there are at least 4 of them. (As shown in the red icon below). They will mainly take the initiative to express their needs, or ask if there are any activities, and then Xiao Wanzi or Xiao Meizi will publish content according to their needs. As for why you think they are dragging their feet? Because they sing in unison quite often, hahaha~

Summarize

1. The relationship between IP WeChat account, public account and community

1. IP WeChat account: daily activities/product descriptions, to increase presence, and guide users to understand activities;
2. Official account: content accumulation; activity voice; interactive carrier;
3. Community: Focus on activity conversion.

2. About the release time of different forms

1. Moments posting time: 9-10 a.m., 16-17 p.m., 21-23 p.m.;
2. Publication rhythm of the official account: 4 times a month, concentrated on Tuesday, Wednesday and Thursday at 9:45 am. Generally, 1-3 messages are sent at a time, depending on the rhythm of the marketing activities;
3. The pace of community content release: starting at 8 a.m. and continuing until around 12 a.m., with content released every 30 minutes to 1 hour. Limited-time rush-buying events are concentrated between 11:00 a.m. and 12:00 p.m. or 20:00 p.m. and 21:00 p.m.

3. Through which activities are users converted?

1. Set specific keywords or tags/columns according to the activities, such as #宠粉反馈#, #限时1小时秒杀#, etc., to package different activities;
2. Promote users' orders by giving gifts for limited-time purchases;
3. By giving gifts for the second or Nth item or when a certain amount is reached, users are encouraged to buy as many products as possible.
4. By giving gifts to new customers for their first purchase, users are encouraged to complete their first transaction in the private domain;
5. The company attracts more users by giving gifts to old users to attract new users, even if they have never purchased Perfect Diary products on Tmall before.

4. Arrange personnel required to start private domain

1. Community operators are needed: they can communicate with users in a timely manner when they have needs or questions, and they also need to publish content in the Moments and communities;
2. People who can produce content are needed: beauty tutorials, event copywriting output, daily picture materials and copywriting production for Moments. (The content of the official account is high-end and has a certain tone, while the content of the circle of friends is daily and down-to-earth)
3. We need people who can prepare products that are easy to convert: such as personal care products outside of Tmall (prepared specifically for private domains), products outside of our own brands (to ensure that users’ diverse needs are met and that continuous purchasing behavior is achieved)
4. Someone is needed to set up activities: combine and package products based on product and user needs, taking into account costs.

The above is an analysis of Perfect Diary’s private domain data. Of course, because we did not actually participate in the other party’s private domain operations and the data samples were not that large, there will be some errors. However, you can absorb the big logic and key points, combine them with your own company's business, take stock of resources before execution, make corresponding integration, and make optimization and adjustments during the execution process based on company goals and data feedback.

Author:Sally

Source: Sally