This is the 0 12 issue of Operation to the North.

Author | Shi Ming

Disassemble a Volkswagen/niche product every week.

Hello, I'm Shi Ming. Thank you for helping me achieve the reading goal of Little Red Book "User Growth Methodology": I made two accounts with over 10,000 fans in 7 days, and I read 1000 in three ways (worth collecting). Thanks again.

This article is the second chapter of the Little Red Book User Growth Law. In the last article, we explained in detail how to understand the platform (tonality and recommendation mechanism, etc. ) deeper.

In this article, I will share with you the second step of the growth of Little Red Book users: content-driven.

I used to work in the tens of millions of reading on WeChat at ten o'clock. In this job, I have been well trained and trained in new media thinking.

In my opinion, whether it is WeChat official account, Tik Tok, Aauto Quicker or Little Red Book, they are all content in essence, but they are presented in different forms.

The growth formula of official WeChat account is: growth = normal update (even growth)+explosive growth (rapid growth).

Generally speaking, the editor-in-chief of WeChat official account, the most important thing to do every day, is not to want to explode, but to maintain or improve the speed of powder increase. Everyone's expectations for explosions are relatively rational, but they will continue to increase the probability of making explosions themselves.

0 1

No.1 middle school guardian

Let's go back to the short video. Many people didn't think about the path of realizing when they made short videos, which led to: the account was opened, hundreds of thousands of fans could not realize it, and finally the number was abandoned.

I suggest that when you make a short video account, first think about what your goal is: brand promotion? Has the advertisement been realized? If so, has the path of realization been designed? How much can it be achieved?

The above questions must be thought out in advance, otherwise, your efforts may be ineffective. As far as I know, many accounts with hundreds of thousands of fans have not been realized and eventually abandoned.

02

Clear strategy

When we are doing content, it is best to do differentiated operations according to the user portraits of our platforms. After entering a new platform, the best strategy to produce content is to find a targeted official WeChat account first, and then imitate it.

How to find your target account, we have already talked about it in the first article, so I won't go into details here. You can read it in blue. "Little Red Book" User Growth Methodology ":Within 7 days, I made 2 accounts with over 10,000 fans from 0 and used 3 methods (worthy of collection)"

After finding the matching accounts, the explosive videos of these accounts are dismantled in all directions from the aspects of "topic selection, script, interaction, shooting techniques, subtitles, typesetting, title, soundtrack, release time and update frequency".

For a newly created account, my suggested strategy is: release several high-quality videos that meet the standards first, and then release video content with explosive potential to feel the explosion probability.

Why do you want to send a few articles in advance?

After dismantling, you can design your own account content according to the explosion topic of the standard account.

I will look for explosion topics in Tik Tok, Little Red Book, Zhihu, Weibo, official WeChat account and today's headlines.

I will organize the explosion topics found in these channels into a document for future use when creating content.

Let me give you a chestnut: If I am a beauty blogger and want to find a topic for the explosion in the beauty field, I will do this: First, I will open Zhihu and enter the "topic".

After entering the topic, enter the keyword "beauty" and the search results are as follows:

I can save the search results and analyze them one by one. In the analysis, we can use the keyword method to analyze:

We can extract the keywords of the topic according to the number of likes: cost performance, base makeup, full makeup ... After extracting the keywords, we can search or reorganize according to the keywords and conduct a second search.

The example we cited above is a hot topic and the materials are easy to find. What if the topic you are looking for is "rare"?

At this time, we can use synonym method to solve this problem (the scope of synonyms here is not limited to synonyms in the traditional sense, and all meanings are similar and related).

Take "financial management" as an example. Based on the key word of financial management, we can find the words related to financial management divergently: financial management, finance, financial quotient, saving money and investment. ...

After finding the relevant words, we can repeat the above steps to screen and sort out the topics.

03

Content design

Before we do content on any platform, we must have a deep understanding of this platform. For example, Tik Tok's overlay algorithm recommendation, WeChat channel, content, timeliness and so on. Be sure to understand the core key elements of this matter before disassembling it.

In the last article, I shared it with you: after understanding the user portrait of the platform and the recommendation rules of the platform, I set my own goals, and I began to think about the content.

There are many kinds of content: drama-chasing, funny, reverse, straightforward and short. ...

When we choose the type, we must design according to the category and positioning of our products: for example, if your products are high-end cosmetics, then your funny presentation may not match your tonality.

Tik Tok and Little Red Book are both driven by video content. At different stages, what we pursue is actually different.

In our initial stage, the fastest way for users to grow is to make an explosive video. When the growth becomes larger, the strategy can be adjusted to ensure the growth and increase the outbreak probability.

So how do we make an explosive video?

The most important point of the explosion video is: topic selection. In the new media industry, there is a saying: explosions continue.

We will find that many topics, after a while, "changed a dress", came out again and became explosions.

In the first part of the article, we talked about how to find the topic of explosion. After finding the topic of explosion and sorting out the characteristics of the topic of explosion, you can start creating your own content.

After the topic is determined, you can start preparing the content. I suggest that we can imitate the content of the explosion at the beginning, and then optimize our content according to our own understanding of the content and the dismantling of the explosion content.

IP tags are also something we should pay attention to.

Take Tik Tok lipstick brother Li Jiaqi as an example. Li Jiaqi's main label is: Brother Lipstick. In the video, he also has a unique mantra of Qijia, such as "Oh? Mine? " "God", "My God" and "How beautiful! "

How to make a title?

I have summarized eight ways to start, which you can use together: numbers, curiosity, subversion, comparison, following the trend, dry goods welfare, inventory induction, poking pain points.

Remind everyone here: don't name the party. If the content of the video does not match the title, it will reduce the completion rate of the video and hurt the user's trust in you.

Give a few examples to make you understand:

After the title is done, how can we present it to users and improve the opening rate of the video?

What we do is vertical video. Find ways to let users know what the video wants to show and attract users to click instead of clicking on the video.

Then the form of the title of the video presented to the user is very important. Let's see how Tik Tok's first lipstick brother Li Jiaqi did it.

We look at Li Jiaqi's typesetting characteristics while looking at the picture:

Template: video unified template.

Large and clear text: You can clearly see the video title without clicking on the video.

General presentation: the title template is roughly horizontally and vertically aligned.

Have you studied Li Jiaqi's typesetting style?

04

principle of operation

When operating our own accounts, we should follow the MVP principle-small steps and quick iterations.

After making the video, before releasing the video, you can test it according to the release time of the high-praise video we summarized before to find out the release time that suits you best.

After the video is released, we can record data every 2 hours: likes, fan growth rate, forwards, messages and so on.

Every time a video is released, we will repeat it. At first, our counter offer can be simpler. After accumulating data for a period of time, you can refer to our previous data for detailed re-offer.

Repetitive content framework can refer to:

How about the video material?

What data meet our expectations?

What didn't meet/exceed our expectations (what assumptions were our expectations based on? )?

What is the reason for not meeting/exceeding our expectations?

What information can we get from the user's message content?

What experience have we summed up through this video?

What kind of optimization can we make for the next video?

Re-listing can make us operate accounts more efficiently, which is beneficial to our knowledge management and precipitate valuable and reusable experience.

Finally, I would like to remind everyone that while we are doing things with our heads down, we should also remember to look up at the road: see if the rules of the platform have changed and see if other accounts have better ways to play.

Thank you for reading so far. This article takes a week, with a total of 3000 words. If you think this article is valuable to you, please remember: forward+click "nice"!

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