The opening rate of WeChat public account is low and slow?Seven tricks!

Original: Li Lei

December of opening rate, slowing powder increase, weak advertising revenue, impact of short videos ...

It is getting harder to make WeChat public account! This is the common feeling of many operators.

From the official launch in 2012, the development of WeChat public account has been developed for 10 years.

At present, what is the current status of the media WeChat public account? How to develop in the next ten years?

Recently, the Media Tea Society has successively discussed the person in charge of Xinhuanet, Sichuan Daily, Southern Metropolis Daily, South Wind Window, Qianjiang Evening News, Sports Weekly New Media or WeChat public account content, and academic experts to discuss this issue.

Is there a future to do WeChat public account?

As an early -tasting person, many media entered the bureau in the early days of the development of WeChat public account. The WeChat public account has become the standard of the media and one of the most important communication positions.

But now, the development environment of the WeChat public account is facing new challenges -after ten years, the dividend period has passed, and the maturity period has entered a mature period; more than 20 million WeChat public accounts in the entire platform are extremely fierce in similar competition; short videos and live broadcasts have become a live video. The expression "new normal" has impacted the audience.

What is the status quo of the media WeChat public account?

"The golden period increases an average of 2000 powder, and now the powder rises at about 1,000, and it is obvious that the data has become slower." Zheng Jialu, general manager of Nanfeng Window Media, revealed to the media tea.

"The number of 100,000+ articles is increasing, but it is getting harder and more difficult to read the new high!" Beiyuanjing, deputy director of the Qianjiang Evening News All -Media Editor Center.

"Since last year, our fans have grown rapidly, but the number of reading has not increased proportionally." Pang Qi, director of the Sichuan Daily New Media Editorial Center, said.

"Soft text and hard wide are the main sources of the income of WeChat public account. But now, these traditional methods are sometimes difficult to impress advertisers." Li Yan, director of the Sports Weekly, poured bitter water.

So, is there still a future to do the WeChat public account?

This kind of concern and even the sound of singing are often seen. Especially with the development of short videos and live broadcasts, the existence value of WeChat public account has been challenged, and the development trend is not optimistic.

Wang Jia, the CEO of the Southern Metropolis Daily and the CEO of the New Media Center, believes that in the long run, each medium has a development cycle, and there is a peak and a trough. This is normal. In the short term, the WeChat public account is still the leader of domestic new media communication channels. For most traditional media, for many years, the WeChat public account has accumulated a certain amount of fans, and the brand influence has been shaped through continuous content output. It is a communication position that needs to consolidate and develop.

"It is undeniable that short videos and live broadcasts are increasingly squeezing the living space of graphic content." Liang Tiantian, deputy director of Xinhuanet Social Media Communication Center, spoke, but through this year, the Beijing Winter Olympics and Eastern Airlines The follow -up reports of the focus of the audience and other audiences such as the crash and the Tangshan fighting case can also be seen that the audience's demand for the content of the exclusive report, hot content, and in -depth interpretation of the audience will not be reduced. Circle the explosion of the screen.

From the data point of view, in May this year, "China Journalist" conducted a questionnaire survey for the use of media in the ages of 18-40. The survey shows that the WeChat public account is the most important channel for young groups to come into contact with mainstream media.

Just like a child with a large -handed milk, the media cannot be unable to give up the WeChat public account. But entering the second decade, how to develop the WeChat public account is an unable to bypass it.

Do a good job of 7 suggestions for WeChat public account

After exchanging with a number of media public accounts or new media leaders, tea summarized 7 suggestions on how to make public accounts.

01

Content is king

From the "three -point world" to "the world has been set", the WeChat public account user dividend has gradually peaked. The new account of the same type, unless it is extremely refreshing, it is difficult to divide it from it. But some high -quality vertical accounts, or some head accounts still have a high opening rate.

On the one hand, the accumulated users and influence can continue to create traffic and support large "lying wins"; on the other hand, professional and continuous high -quality content production can stabilize the flow chassis. The latter is actually the power of "content is king".

Zheng Jialu talked that in fact, the market gap in high -quality content was very large. Some high -flow articles are often lacking in a flash, and the good content that can really satisfy readers' actual needs is still lacking. On the WeChat public account, it can still be available to readers with deep and thoughtful dry goods articles, which also gives professional media institutions to survive and develop space.

Liang Tiantian believes that as long as the text reading is still needed, the content is that the king will never be out of date. The form serves the content. Regardless of whether the content is presented in the form of WeChat public account or in other forms, changing soup does not change the medicine, good content will always have the audience. Doing thoughts, temperature, creative, and quality content is the foundation of writing workers. The standing stability can be changed by unchanged, so as to seize the opportunity in the variation.

02

Don't just stare at traffic

When the overall traffic of WeChat goes downhill, the data is unstable, and even the decline has become the normal state of the WeChat public account. This means that the development of the WeChat public account has entered a stage of quality and efficiency. Do not stare at traffic, but to comprehensively measure WeChat public account from indexes such as influence, opening rate, and frequent readers.

Some topic flows are not high, but they have social value and seem to be "not flattering", but they can win respect and influence.

"The media WeChat public account is not a traffic number, and the theory of traffic cannot be only theory." Pang Qi preached that many manuscripts in Sichuan Daily. Although the traffic is not high, it reflects some of the current pain points. Question; ordinary netizens seem to have a headache for current political news. Although traffic is not as good as social news, the influence and value of these manuscripts are much greater than traffic, and they have also obtained the recognition of the brand's recognition of the brand.

The opening rate of a single article reflects the appeal of the title and content. The overall opening rate of the WeChat public account reflects the activity of fans, and it is also a reverse indicator for measuring the number of "zombie powder".

"If you have 500,000 fans, but there are not 10%of the WeChat public account every day; if you only have 50,000 fans, but these 50,000 fans open your WeChat public account almost every day, maybe to some extent, The latter is better than the former. "

How to improve the opening rate? Li Yan suggested that in terms of content selection, whether it is the recent hot news, whether it is topical, and whether it is practical, etc. These questions should be the question of the media WeChat public account in the creation. Interesting and useful content is the hard currency of the content market.

In addition, the number of often read users is also worthy of attention. It reflects the user's stickiness and is the inspection indicator of the WeChat public account and the fan of the fans.

In 2020, WeChat launched the WeChat public account message list intelligent sorting, and many WeChat public account creators fell into traffic anxiety. In response to the intelligent sorting of WeChat messages, increasing the reading volume of WeChat public accounts, and increased powder, the creators came up with various methods to find star labels and look at it.

However, WeChat officially reminded that it is useless to find "star label" and "watching". The most important indicator is the number of users who read it. It represents the content of users who like to see you for a period of time, which is about the real traffic of the WeChat public account.

At present, the creator can view the "user analysis" function of the WeChat public account background to view the net increase, the number of frequent readers, the proportion of frequent readers, the changes in the number of frequent readers, and the age, gender, and city of frequent readers, and , Terminal distribution status.

03

Shape the human settings and create a personalized IP

The media needs to achieve two changes when operating the WeChat public account:

First, take the WeChat public account as a "person" instead of a cold account number; the second is to treat fans as "people" instead of numbers to achieve the dialogue between "people".

Looking at the WeChat public account as a person is actually putting down the body, creating a personalized IP, and setting up. In this regard, Xinhuanet and Sichuan Daily can provide some reference.

Young users under the age of 35 are fans of Xinhuanet WeChat public account. In order to enhance the stickiness of fans and further win young people, Xinhuanet founded the "treasure youth" light brand IP this year. Under the premise of adhering to the correct orientation and values, we can seek "new" in "positive", "fun" in "Zheng", and "light" in "Zheng".

In terms of personnel setting, according to Liang Tiantian, Xinhuanet adheres to the choice of subject matter, the setting of topics, the choice of perspective, and the novel aspects of the expression method. , Make young people accept and like to watch.

For example, since this year, the "30 sentences" series launched by Xinhuanet WeChat, taking the Mother's Day "These 30 sentences, I cry when I see the first sentence" as an example, one sentence, one poster, 30 pictures, 30 pictures, and 30 pictures. The 30 posters constitute the full text. The embedded text logic made netizens call "the first to the last one reflects the life from the beginning to the mother to the older mother. The network setting top has received praise from netizens.

Xinhuanet "These 30 sentences, I cry when I see the first sentence"

As a party newspaper official, the Sichuan Daily WeChat public account is novel and lively in terms of content style, adheres to the creative ideas of "strictness and sweetness", and naughty from time to time.

Since 2018, every year, the Sichuan Daily has planned articles to ridicule and pay tribute to media people in multimedia and other multimedia forms such as relaxation, humor, graphic, expression packs, and bars. This has become the new IP of the Sichuan Daily. "Once you fall in love with the media, it's over", "How many volumes of the media in the media? "Don't look at the reporter's mobile phone, it's terrible! "Articles such as the media circle have triggered a wide range of resonance and repost.

04

Enhance interaction

In 2021, the government account represented by the Shenzhen Health and Health Commission and Henan Disease Control and Prevention appeared on the hot search with a relaxed, humorous and witty interactive style and won the love of netizens. Interactive techniques make it difficult for some media to look back.

Lack of interaction, or even not interaction is a common problem for some media WeChat public accounts. But in fact, interaction is very important. It can be part of the content, the starting point for improving the activity of the WeChat public account. During the laughter and scolding, it passed the stable and skinny skin, and the content of Yizhuang Yizhuang also connected the user and stuck the user.

At present, mainstream media such as Xinhua News Agency, Xinhuanet and other mainstream media have enhanced the message interaction after strengthening the WeChat public account, shortening the distance from the reception, and breaking the stereotype of the official media.

According to Liang Tiantian, the editor of Xinhuanet is a well -known love to reply to the netizen's message. The one -to -one reply made Xinhuanet's WeChat account a large "group chat" scene, continuing the content of the text into the comments interactive area, and gradually came out of a message path with Xinhuanet characteristics -stable and skin. Many netizens said, "I came to see a message" "Laughing in the message in the morning and evening in the message." The degree of "personality" of Xinhuanet WeChat has also increased. Sports Weekly enhances interaction mainly depends on the community. At present, according to the different competitions and teams of the Sports Weekly, there are more than a dozen categories of NBA fans, Super League fans, and Serie A fans, covering 10,000 people.

"We will actively guide everyone in the community and express our own views on hot sports press. At the same time, the chief editor will occasionally occasionally the airborne community, answer everyone's questions, or comment on some news." Tell the media tea.

05

Open with the video number

Tan Tian, ​​a professor at Jinan University and Dean of the Future Media Research Institute of Guangzhou Chinese Business College, believes that the development of the WeChat public account has entered a new cycle, and it is difficult to win alone. Only to form a cooperation can the second growth curve be opened.

The video number has become a new standard for mainstream media.

"White Paper Development of the 2021 Video Development" released by the Visual Lantern Research Institute shows: 2021 Times News and Minsheng Government Affairs Video number has developed in an all -round way. In the Fortune 500 accounts, it accounted for 25%of the 500s, which increased by nearly 5 times from the previous month. Time and attention. The video number has become an important channel for spreading current affairs news and guiding public opinion.

In terms of development trend, the "WeChat public account+video number" knot CP is convenient, which can promote the "classical" graphic media, transform into videoization, build a three -dimensional communication pattern of graphic+video, and can also be mutual with each other. diversion.

"During the Winter Olympics, we published the short video content on the video number. After the Winter Olympics ended, we were surprised to find that through the diversion of the video, we successfully attracted the WeChat public account during the Winter Olympics event. Many fans. "Li Yan preached.

06

Increase investment

Tan Tian believes that the main reason why some media WeChat public account does not do well is nothing more than two:

The first is insufficient understanding, and make the WeChat public account into a traditional media, or the heir is the center, not the user as the center;

The second is insufficient investment. Due to the insufficient understanding and attention, the investment of manpower and material resources is less, and the original media of the traditional media is older, the thinking is solidified, and the lack of incentive mechanism;

Insufficient operations have caused the WeChat public account to operate the level of poor operating level, the user's stickiness is not strong, and the situation of zombie and zombie powder occurs, which cannot form effective communication. Therefore, strengthening talents, funds, and technical investment, and strengthening the team's combat effectiveness is the focus of the next media to do a good job of WeChat public account.

Beiyuan Jing believes that in the future, the competition of WeChat public account is in the final analysis. Only by creating a creative, understanding of new media, and fighting can we adapt to the next ten -year new media track. At present, Qianjiang Evening News has more than 1.3 million fans. Although there are only 3 full -time personnel, they basically have more than 5 years of work experience and are very professional new media talents.

07

Innovative operation play

Capital revenue is the key to the survival of the media WeChat public account and the driving force for development.

However, at present, the double impact of the economic and epidemic is not good. In May this year, according to the new list, the WeChat public account on the head encountered an advertising "Waterloo", and some monthly income even fell from 1 million to 200,000.

In this context, how should the media WeChat public account innovate business play?

Tan Tian believes that today, it is difficult to realize the WeChat public account. At present, most of the traditional media WeChat public accounts are just doing content. Although it is also strengthening service, it is not enough to do relations and connections. The communication chain or industrial chain of "WeChat public account+event+industry" must be created.

Wang Jia talked that the Southern Metropolis Daily earlier incorporated creativity into the production of daily content, forming creative tools such as bars, posters, H5, and microcard cards to better connect users and serve customers. This creative communication ability also attracts a large number of business and government customers, so that the Southern Metropolis Daily can provide different types of products in monetization.

To do private domain flow, strengthening the transformation of private domain flow is also a way. Zheng Jialu introduced that many media are currently doing private domains through the public domain of the WeChat public account, turning readers into corporate WeChat or personal WeChat friends to develop an e -commerce business.

According to the media of the media, the sports weekly newspaper combined with the characteristics of high viscosity and loyalty of fans, relying on its own tourism companies and e -commerce to support it, selling sports peripheral products in the community, such as T -shirts, leg protection boards, key chains, etc., and as well as Provide fans with personalized, customized jersey, facial cleanser and other co -branded products. The annual income of community operations can reach millions of yuan.

Some pictures in the article are provided by WeChat public picture library

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