For Toutiao account operation, it is not a dream to create 10W+ by doing these 5 things!

The advantages of Toutiao are that it has a large number of users, large traffic, uses recommendation algorithms to distribute content, and attaches importance to content originality. If you want to build a new media matrix, Toutiao accounts are essential.

For those who don’t know the basic rules of Toutiao, you can see here >> Toutiao Official Advanced Manual.

After reading the advanced manual of Toutiao account, let’s talk about how to operate a Toutiao account well.

1. Topic selection

Prerequisites for the topic

Whether it is professional media or self-media, content operation and topic planning are very important. For new media carriers, if the topic is well chosen, the possibility of the article going viral is 50%.

In line with positioning

The first thing is to clarify your own positioning: who am I, who will see my content, what value will it bring to them, and what problems will it solve.

Topic Classification

There are three types of topics: regular topics, hot topics, and series of special topics.

Regular topic selection: There are three sources of topic selection: daily accumulation, reference to popular products, and reference to peers.

Hot topics: There are many sources of hot topics, such as hot search lists, hot word analysis, etc. However, we also want to remind everyone to be cautious when chasing hot topics.

(1) The first is that the values ​​must conform to the core socialist values, because there are many accounts that are blocked because of incorrect values;

(2) The second reason is that although there are enough audiences for discussions on hot topics, the total amount of content supply is really huge, so the number of recommendations for each piece of content is relatively small.

Series of topics: Several articles are written around the same topic. The disadvantage of reading on Toutiao is that it is relatively fragmented, and it is difficult for users to build a systematic knowledge system. So if we make a more attractive topic, then users will stare at you and can’t wait to read the entire topic (the urging party). When choosing a topic, we need to think about these three questions:

1. As a user, would you forward this perspective?
2. You want to express your emotions about something, do users get it?
3. Will this topic resonate with readers?

If the above three points can be covered, then the topic selection is completely OK.

2. Title

If your title fails to attract the audience's attention, it is equivalent to wasting 80% of the advertising cost. For people who create content, you have wasted 80% of your energy and time."

However, a good title does not equal a clickbait title. A contagious new media title should not only be touching, but more importantly, valuable and impressive.

"Good titles are all similar; bad titles each have their own shortcomings." The title must match the content, and the content must support the title. If the title does not match the content, it will be "ordinary" and people will not want to click on it; if the content does not match the title, it will be a bluffing "clickbait".

About the title: Either subvert cognition or connect with authority

About the title

Subvert cognitive title

Subvert cognition and consciously throw out some opinions or remarks that may subvert users' common sense cognition, or even be a bit incredible, so as to arouse users' curiosity and thereby stimulate users' willingness to click and visit.

Related authoritative titles

That is, consciously form associations with certain people or things that obviously have higher potential energy and greater influence, and stimulate users' willingness to click and visit through their higher and stronger influence. This method is especially suitable when the popularity and influence of the thing you want to push may not be enough to stimulate users.

For example:

For example, if the content of the articles is the same, try to feel the difference between the original regular title and the subsequent "subverting cognition" title and "associated authority" title in stimulating users to click and convert in the following two examples:

Example 1:

Title 1 (Regular): "Hot Fitness APP In-depth Product Research and Analysis Report"

Title 2 (Related authority): "Same fitness app, what makes it better than Keep? 》

Title 3 (Subversive Cognition): "How did this product successfully raise 15 million yuan after only two versions were changed?" 》

Example 2:

Title 1 (Regular): "Original Tips: How to Operate an Excellent WeChat Public Account from Scratch"

Title 2 (related to authority): "How can this WeChat public account be more awesome than Luoji Siwei on a single point? 》

Title 3 (Subversive): "In 5 months, with 0 budget and 0 foundation, they surpassed 60% of similar WeChat accounts"

Comparing these two approaches, is it more attractive?

Next, after the title is chosen, the cover image is also crucial. If the title is attractive but the cover image makes people feel uncomfortable, it will greatly reduce the opening rate of the article. There are also several principles for the cover image to share. One is that it must be good-looking, funny, or interesting. The second is that it must be consistent with the theme of the article. For example, if you want to write about the toilet, it will not work if you include a photo of a bathroom cabinet. Third, three pictures are better than a single picture.

3. Content

In addition to the title and structure, writing style is also very important, which requires daily accumulation and training. I will not explain it in detail here.

For an article, almost half of the time is spent on coming up with a title, and the remaining half is spent on polishing the content of the article. When it comes to content, many people tend to overlook this point, namely the article framework.

There are actually many frameworks for articles. The more famous one is SCQR, which stands for scenario-conflict-question-answer. This is a formulaic writing method that can be applied directly.

For example, the following two routines:

Story + Chicken Soup

In the WeChat ecosystem, stories are very easy to spread, because in the book "Contagious", it is mentioned that stories are one of the six elements of communication, and the same is true on Toutiao.

It is very easy to create a story-telling article. First, you need to collect a lot of story materials and adapt them when writing. Secondly, you need to clarify the theme and connect the stories that fit the theme.

Once you understand this, you will know why Mimi Meng is successful. In addition to her writing experience and teamwork, she has streamlined the "story + chicken soup" routine. No wonder most self-media people cannot compete with her.

WWW

The second is WWH (What-Why-How):

The writing method of WWH requires a long time of practice, because it requires careful analysis and argumentation of a problem and requires strong logical reasoning ability. If you can stick to this writing method for a long time, it will be of great benefit to the training of logical thinking.

release

Before we talk about publishing, let’s take a look at users’ reading habits.

Generally speaking, in the morning or during working hours, people prefer to read news or entertainment information, which are mainly relaxed and fresh. If the article is about hot topics or design cases, garden balconies and other beautiful pictures;

During lunch break, people prefer gossip, so you can publish some cross-field content;

During dinner time, people prefer to read interesting content, so you can push fun and relaxing content about handmade products and soft furnishings.

If you like in-depth reading after meals or before going to bed, you can push practical knowledge or articles on construction supervision, popular science, etc.

Under this premise, potential users in each field may have different reading habits, which requires us to summarize and optimize while continuously pushing articles.

4. Promotion

When it comes to new media, publishing an article is only half the job. The subsequent promotion is crucial. Whether it’s a blockbuster article, an H5, or an event, publishing is the first step. It must be followed by continuous promotion to expand the influence, reach the audience first, and then spread.

Recommendation Principle

Let’s first look at the recommendation principle of Toutiao:

There will be a cold start period after the article is published, during which the article will be pushed to a certain number of fans or potential interested users. The machine will then collect user feedback during this period to decide whether to expand the recommendation. If the article has a high click-through rate, long reading time, and low bounce rate during this period, then the recommendation will be expanded.

If the article has negative indicators such as user reports, negative comments, invalid clicks, expiration, etc. during this period, the recommendation will be restricted.

Then the cold start period is very important. How to promote it to increase positive indicators?

I will also provide you with some methods. The first wave is the forwarding of KOLs in the headlines, the second wave is the promotion in the reader community, and the third wave is to increase positive interactions to ensure that the machine recommendation mechanism is triggered during the cold start period. If necessary, you can pay for promotion.

5. Matrix

Toutiao

This is the main way of content output on Toutiao. Its operation method is very simple, which is to write articles, try to write original articles, or appropriately select some popular articles for reprinting.

Wukong Questions and Answers

This is the second text platform on Toutiao that is more important than home. Its mechanism imitates Zhihu and it also tends to be in the direction of deep knowledge cultivation.

Wukong Q&A has a separate app, which will also be recommended by algorithms on Toutiao to gain traffic, and has a very large exposure. Many people who create Toutiao accounts use pictures and texts together with Q&A, and the traffic directed to Toutiao accounts by Q&A is very considerable, even more than the number of fans gained by simply posting pictures and texts.

Wukong Q&A usually proactively invites Toutiao authors to answer questions related to their research fields, and also invites them to answer questions in other fields, but this usually happens when you are browsing other questions. After all, Toutiao is mainly based on algorithms, and your behavior will be recorded, which will affect the invitation and recommendation of questions.

Therefore, it is generally recommended not to pay attention to problems in other fields, but to focus on your own field, so that you can get more accurate traffic.

There are two ways to operate Q&A content:

• One is to directly copy published articles, as long as the topic is similar;
• The second is original answers. This has an advantage, which is that it solves the problem of sustained article creation.

For those who want to direct traffic across platforms, you can leave your WeChat account on Wuguoqia.com, but the effect of doing so alone is often not very good. It is best to expose the bait for diversion and the WeChat account at the same time, and conduct logical guidance. This is a good way to monitor the effect of diversion.

Micro headlines

This is another entrance for text output, and it is also a hot spot that has been overlooked in Toutiao.

Wei Toutiao is a product designed by Toutiao for social networking. It can be understood as a product like Weibo and Moments, but it is different because it is also recommended by algorithms. That is, people who don’t follow others can also see other people’s Wei Toutiao, of course, these have better content.

Because Wei Toutiao is ignored by many self-media people, it is rare to see a well-operated one. In fact, the operation method of Wei Toutiao is very simple. You can just copy the operation method of WeChat Moments, that is, text + pictures + conversion entrance.

The text can be brief and informative, in-depth opinions, or inspiring stories; the pictures only need to match the text content.

6. Conclusion

The above is the operating methodology of Toutiao. The operating ideas of other self-media platforms are basically similar to this. As long as you study the product logic of the platform well, the corresponding operating strategies will naturally emerge.

Author: Maotu

Source: Maotu