8 new media operation suggestions that newcomers must know!

As a writer who has just come into contact with new media, there are many things that I don’t know. In this article, the author summarizes 8 of his own ideas in the process of new media writing. I hope it will be helpful to you.

1. The more fans, the better

Operators usually hope to have as many fans and users as possible. This is indeed the case for large platforms/companies. For example, e-commerce platforms have enough goods, external platforms have enough delicious food, and large companies also have sufficient capabilities to operate.

But the new media industry is different, and it is difficult to make everyone rely on one public account. For example, in the field of news alone, it can be divided into dozens of types, including life news, entertainment news, agricultural news, science and technology news, and education news.

Everyone's interests and hobbies have scope, field, and are labeled. Therefore, a public account only needs to satisfy the needs of a small number of people, and can only solve the needs of a small number of people.

In simple terms, it means to please the people you want to please.

This involves the relationship between supply and demand. As an operator, you can only provide a certain amount of information to users. Information beyond this amount is no longer under the operator's control.

Internet companies usually solve this problem by splitting up the company, splitting up the project, and operating independently, such as having different domain name addresses and operating different apps.

New media companies solve this problem by operating multiple public accounts and incubating small accounts. For example, in yesterday’s article “Youth Courtyard is blocked, News Lab is closed, are you familiar with these new regulations? 》 I mentioned that the multiple public accounts under the Youth Courtyard have completely opposite viewpoints, which means they target different user groups.

You don't need many fans, just accurate and active ones.

2. Do not do ineffective fan growth

The price of increasing followers by using WIFI or weight scales is now as low as one yuan per fan.

Many people complained to me that they gained followers through WIFI, but although the number of followers increased, the number of readings did not increase at all. Because WIFI only brings dead fans. For example, if you spend 10,000 yuan to gain 10,000 fans, but the number of readers does not increase, then the 10,000 yuan is actually wasted.

So, is it because the quality of the fans is poor?

Not really.

Fans are users, real people. Everyone follows many public accounts, some of which they open frequently and some of which they rarely open. There is nothing wrong with the person himself, it’s just that the supply and demand of the official account and fans don’t match.

The argument that user quality is poor is invalid. It is only because of the product genes that the operator believes that the product user quality is poor.

3. Conversion rate is more important than reading volume

• High reading volume can make up for low conversion rate
• High conversion rate can make up for low reading volume

Both reading volume and conversion rate are indispensable, but the final decision is the number of users who pay, and the decision belongs to the conversion rate.

4. Pay attention to the paid conversion rate

For accounts with the same number of fans, the transaction price and advertising price of the official account are much higher than those of Weibo, Toutiao, and Douyin accounts. The reason depends on the fans' payment rate.

For example, if an advertisement is posted on Weibo, even if it has 1 million reads, only a few dozen people will buy it; if a video on Douyin has 1 million views, only a few dozen people will buy it, so the value is very low.

An article may be read by thousands of people, but if only dozens of people pay for it, then it is worth doing.

5. Leverage

How many users can be mobilized to do one thing?

For example, a public account with 100,000 followers sells a product worth 100 yuan, and 1,000 people buy it.

How big a thing can you motivate users to do?

For example, a public account with 100,000 followers sells a product worth 10,000 yuan, and 10 people buy it.

Although the results are the same, the operating methods are different. One is 2C sales and the other is 2B service.

What is more worthy of our consideration is, is it easier to get 1,000 people to pay 100 yuan? Or is it easier to ask 10 people to pay 10,000 yuan? It is impossible to earn both kinds of money at once. Many times you cannot have your cake and eat it too.

6. Ceiling

The amount of money a user invests in a field over a period of time is fixed. For each market, we can calculate how much money people can spend each year, and the calculated number is the ceiling.

Suppose you are selling books, and Xiao Ming spends 10,000 yuan on buying books every year. 5,000 yuan of it was earned by Dangdang.com, so Xiao Ming only has 5,000 yuan left to earn for you. If you don't earn this 5,000 yuan quickly, someone else will soon earn it.

7. Anxiety

By creating anxiety for users, you can make more money from them.

For example, if Xiao Ming spends 10,000 yuan to buy books, he can gain knowledge worth 10,000 yuan.

But you tell Xiao Ming:

• If you spend 10,000 yuan on books now, you can only get 5,000 yuan worth of knowledge
• In the past, I could solve 10,000 problems, but now I can only solve 5,000 problems.
• Everyone spent 20,000 yuan on books, but you only spent 10,000 yuan. If you fall behind, you will be beaten.

Once Xiao Ming believes these statements and starts to feel anxious, he may invest more money in buying books.

For example, industries centered around personal life, such as real estate, insurance property, and medical care, are more suitable for creating anxiety and allowing users to pay for crises in advance.

8. Repurchase rate

Sell ​​products with high repurchase rates to users.

A computer worth 5,000 yuan can be used for four years. Usually people don’t replace their computers every year. They will only buy a new computer when its life span ends.

But a 5,000 yuan mobile phone can only be used for two years at most, because the speed of updates and replacements is so fast that many people change their phones every year. The repurchase rate of mobile phones is much higher than that of computers, so in the past few years, technology companies have been focusing on making mobile phones.

For example, once a user buys a course, they will not buy it again. A pack of tissues, as a consumable, will be purchased again if you like it.

As a new media practitioner, think about which products have high repurchase rates and high profits? This kind of thing is worth doing.

Author: Operation Publicity Xiao Leilei

Source: Operation Publicity Xiao Leilei