How to make good use
of the official account backstage to make analysis reports The report shows that so far, the combined monthly active accounts of WeChat and WeChat are as high as 1.112 billion, which is equivalent to one out of every two Chinese using WeChat. According to Tencent WeChat official news, as of August 2019, there are more than 20 million WeChat public accounts.
With so many complicated official accounts, many official account owners are still struggling with user acquisition and content production bottlenecks. In the final analysis, a large part of the reason is that the official account owner did not carefully understand and study the entire current official account environment, including the user's reaction to the official account and its content.
Today I will share with you some data that you may never know before, to help you understand that it turns out that the official account has to do this.
1. Positioning of
the official account This official account is set up based on my personal hobbies. I started to like woodworking DIY four or five years ago and used my free time to make some woodware. Over time, more and more friends want me to take them to make woodware together. After the addition, I met many friends with the same hobbies through the WeChat group, so I decided to open this public account to share my woodwork experience to let more Of people join the field of woodworking DIY, allowing users to discover their hobbies.
The following is the user portrait of the official account:
According to user portraits and needs, combined with my own understanding of manual DIY, the content layout of the official account is divided into the following five categories, and the future content will be pushed according to these aspects:
Discover craftsmen: share with domestic and foreign wood craftsmen, craftsmen, etc. Mainly include their information introduction and work sharing. It can meet the needs of craft lovers to expand their horizons and understand more dynamic aspects of craftsmanship.
Woodware Sharing: Mainly share characteristic woodware from different regions and countries, which can meet the needs of woodware lovers.
Hand-made introduction: share a simple introduction to hand-made woodwork, including basic tool explanations, usage methods, and production processes.
Woodworking knowledge: Share common woodworking knowledge to let users better understand the woodworking field.
Tool introduction: share common tool brands in the manual woodworking field, etc.
After completing the user positioning and content analysis of the official account, I named the official account "digging spoon sauce". The keywords of the name reflect an increasingly popular wooden work in the woodworking field-digging wooden spoon, "sauce" Also homonymous with "craftsman", better vivid image.
2. How do users follow the official account?
The biggest source is the following
It can be seen from the above figure that most users follow the official account through the articles forwarded through Moments and follow after reading.
From the ratio of all sources, we can see that, in fact, the likelihood of user attention is nothing more than the level of trust.
1. Reposted from the circle of friends and then followed, one is the endorsement of the trust of friends, and the second is that the behavior of following is ultimately initiated by yourself, with the highest degree of trust.
2. For those recommended to follow from other official accounts, the same is true with the trust endorsement of the official account, plus the final follower behavior is also initiated by himself, followed by trust.
3. Those who search for keywords by themselves lack a reliable source guarantee, but at least the WeChat platform is used as an endorsement, and at the same time, they are chosen by themselves, and the reliability is moderate.
4. Relatively speaking, the source of trust points is single, but the credibility is still high when recommended by friends.
The remaining three points are paid attention from other channels outside the platform. Relatively speaking, the trust is low. There is neither an endorsement by a friendly celebrity nor a platform to provide a certain degree of credibility.
Relatively speaking, the possibility of user attention will be much lower than the previous possibilities.
Believe that, you should understand what psychological characteristics you should use to impress your users, and then be willing to pay attention to your official account.
3. What is the user's attention?
The biggest concern is the content
After talking about the source of the user's attention, then we need to understand why users follow you, forwarding a piece of graphic information circulating in Moments, and what are the reasons that prompt users to further click on the official account after reading it.
From the survey data above, we can understand that among the six factors mentioned above, the two biggest factors are still content.
The rich content plot is actually nothing to say, after all, on the official account, content is king. Large numbers such as Mi Meng rely on content with rich plot emotions to win users' love. But this kind of more requires the official account owner to have a strong original ability and the ability to control and analyze the psychology.
The second topic has social influence, and there are two main situations in it. The first category is current affairs news, which has a strong timeliness. The second category is articles such as health preservation and superstition, such as what effect will certain something have on human consumption. Articles such as these that will affect you and your surroundings. Although it is very vulgar and many are rumors, after all, rumors will only end with the wise. In this society, most people are still very confused.
Through this, we can carry out some combinations, such as the combination of news and emotions. If emotions are guided in news, some clues can be seen by reading the rankings of the articles for reference.
As for the third point, the author is well-known. It takes a long time to accumulate, but to become the direction of our development, how to build their own reputation in various channels and platforms, and build their name or brand into a high-value IP, is all official account owners should work hard to develop Direction.
4. What will the user do after reading it?
Most people are still willing to forward the article after reading it to the circle of friends
I want to add here. When doing the survey, the question is what kind of operation will be performed when I see an article that I like to find useful. It can be seen that the first reaction of most people is to forward the circle of friends, which also verifies where we mentioned at the beginning where users followed the official account.
But this also provides us with an idea, how to prompt users to forward?
The current WeChat official account policy is strictly forbidden to induce sharing, but we can consider from a psychological perspective how to suggest and encourage users to forward the article.
After all, this is the main source of users, and users from this direction are the ones closest to the user characteristics of the official account.
5. Where do users look at the official account most often?
The time before going to bed is the most people willing to watch the official account
In addition to the graphic analysis of a single article, the WeChat official account backend can also do a general analysis of all articles. There are two time options for all graphic analysis: daily and hourly. "Daily", as its name implies, is a data statistics based on "days", including: reading source, reading frequency trend graph, detailed reading table, because these statistical methods are similar to individual pictures and texts, so they will not be repeated. Focus on introducing the "Hourly Report" of all graphic analysis.
The "Hourly Report" is a statistical article that is read by users at different times of the day. A good article is pushed out at the most suitable time, and the effect will be better than that of randomly choosing a time to publish it. Anyone who is an official account should have a golden timetable for pushing articles. The "Hourly Report" in the graphic analysis can help us analyze when the reading volume is the largest. Combining the above figure, we get several good time periods, namely 8:00-9:00, 12:00-13:00, and 17:00-18:00.
From 8:00 to 9:00, during the peak period of work, users have free time to read articles on the WeChat official account while waiting/taking the bus or subway, and pass the boring time by the way. From 12:00 to 13:00, it is time for lunch and break. After a morning of intensive work, users can relax themselves by reading articles on the official account. From 17:00 to 18:00, it is the peak time for off-get off work, users can use the time to read articles in the car.
In addition to the above, the period between 21:00-22:00 is also the peak of reading. After dinner, it is a rare rest and relaxation time of the day. Most users like to lie in bed and play on their phones and browse some interesting things. So it is another good time to read.
However, this is only a reference for the push time, because the nature of the content and audience attributes of each official account varies greatly, and the release time must be selected based on the actual situation of each account. For example, jokes and short paragraphs can be released in fragmentary time; some morning papers , Morning reading, night reading, etc., you must fix the time for publication.
6. What is the reason for users to get the official account?
Advertising is a double-edged sword
On the last hand, I would like to share with you the reasons for the user's clearance. If users learn about the official account through the article and then pay attention, in most cases, the proportion of clearance immediately is not high. Most of them still decide whether to clear the customs through the behavior of the official account.
From the investigation, it was found that the most frequent reason for the clearance was the false information of advertising and soft-text information. However, in addition to the traffic owner, the revenue source of many official accounts is the promotion of adverts. Therefore, the owner of the official account must consider the choice of advertisement. Don't lose more fans because of temporary gains.
The second reason for clearance is because of plagiarism. After all, the flow of information is fast now, and a popular article is easily spread. Therefore, please copy your own style. This way you will not be dismissed.
The third high push frequency is mainly for service accounts. After all, the subscription accounts are now integrated. Although there is a limit of four service accounts per month, if you send all four of them within a few days , Is the most likely to arouse user disgust.
The fourth is that the message interface is not beautiful. Here is the layout of the article content and the graphic display of the push message. This aspect deserves to be improved.
In addition to the above reasons, there is a summary below and another is about automatic replies. For some official accounts that can play a certain service role, users have certain information needs after paying attention, if they can’t reply in time and quickly. Then consider sorting out some possible keywords, and doing automatic replies can help you retain many high-value fans.
7. Summary
This article wants to use some data to share with you what kind of user groups the official account is facing. I believe that through this data, you should be able to sort out a complete user portrait. Of course, this portrait belongs to the entire user group. The user positioning of each official account is different. If his user portrait is different, the processing method of the official account will be different. I just want to provide some reference to the official account owner through the data.
But in general, if you want to build the content of an official account, you can consider the following aspects:
1. User positioning, think about the people your official account will face. It is the first process to clarify the positioning of the account. If the foundation is crooked and then moved upwards, it will only go more and more deviated. If adjustments can be made in time, it may not be a wise choice to push it to the top.
2. Make differentiation, even if your article source is copied, try to transform your own style.
3. Emotional attachment, this is what this article most wants to share and convey to you.
No matter what kind of content it is, what cannot be separated from it is facing the object of human being. Knowledge, information, and news each individual has different needs.