The content creation of the official account and the operation of the account are actually two different things.
With the peak of the traffic dividend, it is now very difficult to rely solely on high-quality content to go out of the circle, increase fans, and monetize.
Content alone is not enough, operation is very important.
Next, let's talk about what the main things that should be done in the operation of the official account:
1. Public domain drainage, private domain operation
Compared with public domain platforms such as Douyin, Kuaishou, and Xiaohongshu, WeChat public account is a relatively "closed" private domain space.
In the past, when talking about public account drainage, the conventional practice was to call on fans to forward and share to the circle of friends and watch a little, but this was obviously not enough.
The data also shows that the open rate of public account articles is becoming lower and lower, whether it is large or small.
At this time, smart people will choose to go to the public domain traffic pool to "dig gold" - publish content, get traffic and guide it into the public account.
The drainage step should also pay great attention to details to reduce the loss of flow on all aspects.
Here are a few practical drainage methods:
a、 "See the stitch"
Insert the official account name in the account profile, avatar, the beginning and end of the video, etc.
It is recommended not to put two-dimensional codes, which are very easy to be blocked.
Drainage is too obvious and easy to be "sanctioned" by the platform; too obscure, and easy to be ignored by users.
How to grasp this degree may still need to be tested and tried many times.
b、 Put the "hook"
If the user has already followed your Douyin account, then why should he go to the extra mile to pay attention to your public account?
In particular, if your official account content is only to re-post the short video on Douyin, or even just send a script manuscript (possibly with a little bit of typography), then where is the value of your official account?
At this time, you can consider the content of the official account to make a difference.
For example, some kols will share their daily experiences and feelings in the public account, do fan feedback, distribute prize benefits, etc.
And when draining, the "pay attention to what the public account can get" is highlighted, as a "hook" to arouse the user's interest.
Use the perspective of operation and marketing to do the official account, rather than the perspective of content.
c. With the help of tools
If you are simply pursuing the growth of the number of fans, and do not care about fan quality, churn rate, account risk and other factors, you can understand some of the paid "simple and rough" fan fission tools on the market.
And if you have decided to operate private domain traffic well, and have already had a bunch of fans in the public domain with hard work and talent, but are struggling with how to bypass the traffic barriers between platforms and achieve simple, fast, efficient and accurate drainage, then you can try the "super drainage link" and "channel live code" function of The Lamp Deer Micro Assistant to customize the "exclusive password" for users of different channels.
This "exclusive password" can be either a short link or a two-dimensional code, which supports unlimited diversion and automatic data statistics of the whole network, which can save a lot of energy.
For example, in the fan base of the Douyin platform, you can publish a short chain of drainage marked as "Douyin", and after the fan clicks on the short chain to pay attention to the public account, the background will recognize that he came through the "Douyin" short chain.
Finally, by counting the number of fans in different channels, you can find the most efficient diversion platform, increase investment, and continue to optimize the diversion strategy.
2. Diversified values to attract the attention of fans
When the drainage is completed, the public account should already have a group of original fans.
(Of course, drainage is a matter that requires "perseverance", and it is best not to "taste and stop")
At this time, you can consider continuing to attract the attention of fans by showing multiple values.
a. Content: Mobilize users to participate in content creation, and use rich UGC content to make up for the lack of graphic forms of official accounts.
b. Activities: Through a variety of activities, such as punching cards, lottery, point malls, etc., to enhance user retention and promote user activity.
Expanding the scope of content and activities may seem like a cumbersome and costly project, but it can be easily and simply implemented with the help of some operational tools.
There are many successful cases in this regard in the official website of the WeChat community construction and operation tools, and if you are interested, you can go to see the experience sharing of the successful people.
3. Operational monetization > content monetization
Mention the monetization of the public account, as if it is impossible to avoid the "content monetization" trilogy of advertorial marketing, advertising inserts, and fan tips.
But you will feel that "content monetization" is not easy to do now.
Why?
First, because "there are more monks and less porridge", Party A has not increased, but Party B has increased;
Second, because of the "general trend", do C-end marketing, first choose Xiaohongshu, Douyin, do B-end marketing, first choose Zhihu and Baidu seo, and the content value of the public account has been greatly reduced in the heart of Party A.
Under such circumstances, where is the value of the official account?
The answer is simple:
a. Backed by WeChat, it can directly reach more than one billion user groups;
b. It can easily link WeChat groups, video numbers, circle of friends, micro-enterprises, and mini programs, which greatly enriches the operation scenarios.
The above two points show the strong operational value and service value of the public account.
Especially the second point - if combined with other products in the WeChat ecosystem, the monetization of the official account will become very simple!
Here again, the concept of "WeChat community" is introduced.
With the help of the WeChat community, the operational value and service value of the official account can be maximized.
Like what:
1. Advertising monetization based on community traffic:
This is easy to understand.
It is worth noting that if there is no community, the advertising monetization of the official account must use "good content", otherwise the risk of fan loss is extremely high.
The WeChat community only needs to have traffic to receive advertisements.
The Denglu fan circle provides a variety of banner advertising positions for WeChat community operators, which can realize advertising monetization without disturbing fans too much.
2. Paid browsing of high-quality content, that is, the popular "knowledge monetization":
Lamp Deer provides content-oriented communities with options for paid entry, paid posting, paid content, and promotion.
The identification VIP circle of the high street trend brand FOG provides the tide brand goods identification service for paying users by setting up "paid identification", which alone can meet the regular profit needs of the community.
3. Intermediary service fee for resource docking:
Some job search communities launch "paid job posting information" for enterprises and "paid job search information" for job seekers to earn intermediary service fees for information docking.
Others, such as the marriage agency community, the second-hand goods trading community, and the listing information community, are the same.
All the effective intermediary logic of the online downturn can still be put into the online community to "repeat itself", and the cost is lower, faster, and the customer satisfaction is higher.
4. Direct realization after planting grass in the docking mall:
The monetization link of e-commerce brands is generally a community buyer show grass - product link direct - mall order.
Fan circle mini program version "Lamp Deer Word of Mouth Circle" for the convenience food brand "AKuan" to create the "Wide Taste Planet" fan interactive community, through rhythmic community activities, guide users to plant grass and grass, stimulate users to buy, a single month community views of more than 20W, the number of new users 2000+, diversion to the store product purchase page number of more than 1000+.
Write at the end:
I am Winter, an operating female paper who loves code words, loves handmade, and loves cats
I am in "Lamp Deer" to bring you the latest operation stories of different WeChat communities!
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