Brand public account
(1) When choosing a public account, should you choose a service account or a subscription account?
Commodity-type corporate public accounts, such as shelf-type companies such as FMCG, Big Health, and durable consumer goods, used to struggle with whether to be a service account or a subscription account. In the current traffic environment, it is best to let users see you in their friend lists. Select, service number is required.
As the requirements for product-efficiency integration become increasingly higher, it is important to leverage the service interface capabilities of service accounts to undertake product sales and services. If it is a content service-oriented company, such as a design company, media company, or financial company, unless You have a lot of high-quality content and can provide professional content value. Otherwise, I still recommend that the service account be updated weekly.
(2) Stop operating with a single account and operate in series with private domains.
As mentioned before, official accounts are now one of the components of the WeChat ecosystem, and as the weight of content decreases, they should play the role of business connectors:
Official accounts + mini programs + private domains are the iron triangle of private domain operations surrounding public accounts . Opening up these three touch points is the infrastructure for private domain sales;
Official account + video account is a bonus that uses the existing fans of the official account to expand the public domain of the video account to more users . Whether it is live broadcast or short video, users who have followed your official account may be able to view your videos. Number, it has important traffic starting value for video account number.
(3) How to create content for brand-type public accounts?
Divide the content of your official account into two major categories:
Brand content, that is, to enhance users’ awareness of your brand and products, exquisite graphic design + story-telling content copywriting + brand activities, use this content as your business card content for product promotion, sales, business introduction, etc.;
Sales content allows users to find out how to buy from you on WeChat , and what are the latest activities or new products on the entire platform: Plan the sale-type content in the official account according to category day, new launch day, and node sales, and use the official account content as Feedback to the diversion platforms of various e-commerce platforms and live broadcast platforms is the focus, and sales within official accounts are supplementary.
Annual content tags + monthly inspiration keywords + N theme topics , build your content information house, and reasonably plan the proportion of brand content and sales content
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2. Traffic monetization public account
What is a traffic monetization official account? I define it as the type of content that is monetized through the existing traffic or new traffic of the public account. It is collectively called the traffic-type public account.
First of all, we need to know that there are several monetization models for public accounts: monetization by traffic owners, monetization by receiving advertisements, monetization by articles and goods, paid articles and rewards, public account sales of products/services, and private domain sales and monetization.
Compared with brand-based official accounts, I think the biggest difference is that the operation methods are more "wild" and the purpose of large-scale monetization is stronger . The main methods are:
(1) Use the matrix of existing public accounts to guide sales with headlines that are on the verge of violating regulations and exaggerated product effects. This is more common in education and training industries;
(2) Accumulate fans by creating accounts, and use some task platforms, such as earning advertising tasks on new lists, etc.; or diverting traffic to other platforms to share sales according to CPC or CPS;
There is also the AIGC method to produce batches of content for explosive articles.
After typing a category, it is quickly copied to multiple accounts. After increasing the number of fans, the traffic master is opened. The traffic master advertisement of the WeChat official account can be clicked once by the reader and earn 30 cents. income to 80 cents.
If an article has 10,000 views, the traffic owner will earn thirty or forty yuan, and if it has 100,000 views, it will earn five or six hundred yuan.
Nowadays, the content of some short dramas is relatively popular. For example, some creators produce a large amount of content through AIGC, and then update the content daily. The number of fans increases quickly and the content is highly sticky, which can be monetized through the traffic main model.
Under the strengthened supervision of the platform, there will still be stricter monitoring of some strategies that circumvent the rules of the platform. Therefore, only by reasonably complying with the platform rules and iteratively obtaining the path from traffic diversion to monetization can the traffic be monetized.
