I'm afraid even Tencent didn't expect that this small function will change the reading style of China people, media logic and the fate of millions of people in the next six years.
As soon as the official WeChat account appeared, it subverted the business model of traditional media and caused the decline of paper media.
For six years, people have been criticizing the official WeChat account, but in fact, no matter how other content platforms catch up, it still has an unshakable position.
The official account of WeChat WeChat has changed the fate of countless grassroots. How many years did an ordinary undergraduate struggle from entering the workplace to earning 65438+ 10,000 yuan a month?
This time, I can only say that it is not less than 10 years.
Wechat official account has accelerated the time of our struggle and expanded the fruits of our efforts.
Next, listen to every true story together.
1
Among the media V I talked about, Xing Zi, the founder of real estate gossip girl, impressed me the most.
At the beginning of 20 16, Xing Zi founded "real estate gossip girl" on the official account of wechat.
The official account of WeChat has only been established for more than a year. Xing Zi bought houses in Hangzhou, Changsha and Gu 'an, with a total average price of more than 50,000 yuan per square meter.
What is even more surprising is that Xing Zi in 1992 was still a girl. As of June 2007, her monthly income exceeded 654.38 million yuan.
20 14 is an important year for the rise of WeChat official account. Her first job in Shenzhen was to help a real estate consulting company run an official WeChat account. However, she said that she was actually unwilling, so she opened an official WeChat account to play.
In 20 16, Xing Zi pushed 368 articles by himself, most of which were original, with amazing output, and became a dark horse in the real estate field from the media.
It took only four or five years for Xing Zi to become a self-media person with a monthly income of 654.38+10,000 yuan.
2
Zhao Fei, a young man who started a business in Lanzhou.
Starting from 20 1 1, I started to make my own "Focus on Lanzhou Street Shooting" in Weibo, and officially became the official account of WeChat on 20 16.
By the end of 20 17, Shuangwei had 300,000 local fans and was an influential KOL in Lanzhou. Zhao Fei's income is about 500,000 yuan, depending on the publicity fee or planning service fee he gets from the media.
Sina cloud sampled the latest average salary in Lanzhou, and only 3.5% of Lanzhou people earned more than 20,000 to 30,000 yuan a month.
In Lanzhou with a population of nearly 4 million, Zhao Fei is already the top of the pyramid.
three
In February this year, after 00, the cute girl "Mu Zhi" blew herself up at the wonderful conference and made her own official WeChat account, with a monthly income of 65,438+10,000.
Mu Zhi said in the program that she is a talented woman writer after 00, and the official account of WeChat exploded. Now standing on the stage just wants to hit her in the face. Those who look down on her, how powerful she is now.
Wonderful Congress is a fist program launched by Ma Dong after he founded Miwei Media. Facing Ma Dong and Gao He, she calmly tells her growth story.
In junior high school, she was a little short and chubby, and was pushed out by teachers and classmates because of her poor grades. Even in high school, she hasn't changed the status quo. She has to make up her mind to change herself.
Mu Zhi once had an idol dream, signed up for SNH48, broke through the tight encirclement and entered the finals, but in the end she was eliminated because she couldn't pass the dance.
In order to make money, she tried every means to do coser, do WeChat business, draw illustrations, do live broadcast, play games instead of practice, and make up for others. In order to earn 65,438+000 yuan, she walked around the forest park in 40-degree weather with her cosmetic box on her back. ...
Finally, with the support of her mother, she embarked on the road of making an official WeChat account.
Mu Zhi is very open-minded. In order to find out what kind of articles are most popular with fans, she paid attention to more than 2,000 official WeChat accounts, carefully observed how everyone wrote articles, and summarized the experience of many explosive articles.
She said that the method of explosion is very simple, that is, the twelve-character mantra "curse men, curse them to death, and curse them in different ways!" " Of course, it's just that she is teasing the rules of some explosive articles in a joking tone. She has never written an article that simply scolds men herself.
As of April this year, Mu Zhi has more than 400,000 fans and got 10W+ posts.
four
20 14 10 Becky Li, who was still working in a newspaper at that time, opened the official account of Fashion WeChat "Fantasy World of Becky Li" with the mentality of testing the water.
In the same month, at 0: 00 on Brigitte Lin's birthday, she sent the third article "The most popular photos of private servers in the history of Brigitte Lin, these styles have been out of date for 30 years", and the reading volume quickly broke through 10W. Becky Li realized that while she was playing with tickets, she had started her blog. Half a year later, Becky Li resigned from Southern Metropolis Daily and operated the official WeChat account full-time.
The official account of 20 15 10 wechat has just been established for one year, and it has gained 450,000 fans with little promotion. 1 The story of selling 100 BMWs spread all over the media circle.
Now "The Fantasy World of Becky Li" has been established for nearly 4 years, and Becky Li himself has more than 5 million fans on the whole network.
five
/kloc-Li Xiaolang, born in 0/994, is a big boy in Guizhou with a careless personality. He is an ever-changing middle school youth. When he was a junior at Xiamen University, he created his official WeChat account "Li Xiaolang".
At first, no one paid attention to his official WeChat account, only dozens of fans. Thanks to the help of a few close friends, Li Xiaolang went through the most difficult period.
The emotional tuba "Alone", which was later overlooked by mistake, became the first tuba to accept Li Xiaolang's contribution, which also ignited his first negative energy chicken soup, which caused various tubas to be reprinted and brought the first batch of more than 3,000 fans to his official WeChat account.
In 20 16, Little Wolf spent 149 days writing, published 320 articles, and gained 2.83 million+readings. Because of too much female powder and emotional number, Li Xiaolang is loved by big-name advertisers, and has cooperated with super big brands such as SK2, Ali Auto and Tmall Town.
During his junior year, he earned 200,000 yuan a year through the official WeChat account.
six
Zhu 20 1 1 graduated from university, and he memorized eight books of specialized courses, preparing to take the postgraduate entrance examination of communication at NTU. But in the end, I didn't do well in the political English exam and unfortunately fell off the list.
In 20 12, he chose to drift to the north, worked as an illegal worker in a column of CCTV for half a year, and stayed up two or three days a week to cut films, which was often scolded by the producers.
Later, because he didn't adapt to the climate in Beijing, he was lucky enough to enter Hangzhou TV Station. While working and studying abroad, Zhu began to make short videos in the field of studying abroad.
On 20 16, Zhu won150,000 yuan through defense, which became the first project in Hangzhou Wenchuang team on 20 16 in the name of self-media. In 20 16, through the introduction of former colleagues, team Zhu successfully obtained an angel round financing of RMB 6.5438+0 million.
As of May this year, the truth about studying abroad he founded has entered the top ten of today's headline education influence list, with nearly 400,000 headline fans and 400,000 fans.
seven
In 20 15, Qu Weiwei, who was still a sophomore at Fudan University, published an article "Qu Weiwei, who is about to be 20 years old, finally opened an official account of WeChat", announcing her arrival to the whole world.
Even at the end of the bonus, it took the post-95 female student only five months to change her official WeChat account "Qu Weiwei" from 30,000 fans to 400,000 fans, becoming a dark horse in the emotional media.
When she was a freshman in high school, Qu Weiwei once signed up for the new concept composition contest, although she was unsuccessful twice. However, in her sophomore year, she once again contributed to the competition and won the championship in one fell swoop. At the age of 16, she won 14 and 15 two consecutive new concept composition contests, becoming the new concept double champion.
After plunging into the field of content entrepreneurship, in less than two years, across platforms such as Zhihu, Weibo, and WeChat official accounts, Qu Weiwei has built nine small formation matrices around the main number "Qu Weiwei". They are Weiwei Grass Planting, Weiwei Sauce, Xiaori, Daqing Monica, Weiwei Private Enjoy, Quhe, Little Fairy Sauce, Sister Lan Diary and Miss Ma, with a total of more than 2.4 million fans.
Nowadays, the brand "Qu Weiwei" represents the vane of many young people.
eight
British newspaper sister Weibo's account was created on 20 13. When she started from scratch, she was still studying for a doctorate, but at the same time she used her spare time to publish overseas news information in Weibo.
At that time, the newspaper sister was basically doing content in addition to academics. Basically, as long as there is a gap every day, I will brush the news, and if it is interesting, I will be a long Weibo. Even if a hot spot suddenly appears during dinner, you can take out your computer to check the information at any time.
In 20 14, British newspaper sisters made many hits in Weibo, and also made many headlines. At that time, bloggers made the most headlines in the non-star category, that is, from 20 14 to 20 15, the fans of British newspaper sisters broke the million mark.
20 16 officially launched the official account of "British newspaper sister" WeChat. As of May this year, the official account of WeChat has more than 2 million followers in Britain, more than150,000 in Weibo and more than 40 million in the whole network.
nine
In 20 15, I also worked as an international reporter in Bund Pictorial, and set up a self-media platform "No.65438 +0 finishing technology" in my spare time, which specifically introduced Japanese finishing technology and a very special occupation from Japan: door-to-door finishing consultant.
On August 8, a flower published an original article "Europeans and Americans began to become popular on Instagram, and the reason was actually her! The article went online and broke through 830,000 readings at 7 pm. There are more than 50 media in the background asking for reprints, and her number of fans has jumped from 1500 to nearly 30,000.
Half a month later, an article introducing Japanese wives was published, "You will never be too young after reading this", and the reading volume passed 65,438+million+in half a day.
After more than two years of operation, her official WeChat account has gathered nearly 200,000 fans who like to organize and become the head KOL in this field.
10
Before the establishment of "Ba Girl", Ba Girl herself worked as the editorial director and beauty director in the fashion media with the largest circulation in China, and experienced the most brilliant decade of fashion paper media.
A few years ago, the paper media gradually declined, and the company had a new media business. She took the official WeChat account as a "task" and registered a girl.
Unlike other beauty bloggers, she came up with the idea of being a blogger only after she had the number "Ba Girl". Working in the fashion circle for many years, she hopes to convey some personal feelings on the official WeChat account, and share some interesting things such as food, clothing, housing and transportation, gossip and gossip.
August 20 17, Ba Girl was officially launched. By February 20 17, the official WeChat account and Weibo had more than 200,000 fans. With NIKE, UGG, KATE, 3M, Amazon, the temptation of EVA, plum, Macy's and many other high-quality cooperative brands.
Although Ms. Ba herself is still working as a full-time paper media, she already has her own world on the official WeChat account.
1 1
Last weekend is the most successful case of the transformation of the national weekly newspaper, and it is a miracle in the transformation of the paper media into a new media army.
With the development of Internet, the change of reading methods and the almost disappearance of newsstands in Hangzhou, the sales of 20 14-20 15 paper media entered a period of rapid decline. 2065438+September 2005, when Xu Xiaofang, a veteran traditional media person, realized the danger of paper media, I decided to pay attention to both new media and paper media.
From July 2065438 to July 2006, Yuyin Media, founded by Xu Xiaofang, received an angel round financing of 8 million yuan led by Wu Xiaobo and Cao Guoxiong, which is a classic case of capital recognition after the transformation of domestic traditional media.
A single official WeChat account "Walking Weekend" has nearly 800,000 fans, making it the largest lifestyle category in Hangzhou. The entire WeChat matrix has 6.5438+0.5 million fans, and this data was completed by its team in only two years.
The monthly reading volume of articles on weekends is as high as 5.39 million, and the reading volume of 20 17 articles exceeds 60 million, 95% of which are commercial advertisements, which is unimaginable for people in the industry.
Different from most new media transformed by paper media, the weekend sword is biased, and its biggest feature is that in addition to original content, more than 95% are commercial explosion activities. Instead of relying on traditional CPT and CPM advertisements, they make profits in this way, maximizing the potential value of the official WeChat account and its fans.
Xu Xiaofang revealed that as of 20 17 and 10, its new media team * * * had 40 people and organized 6 departments, with annual revenue reaching tens of millions.
12
In 20 17, 37-year-old well-known self-media person Xiaoli (official WeChat account: Xiaoli said) moved to a sea view room in Shekou, Nanshan, Shenzhen, and made her own official WeChat account while exercising.
She wrote an explosive article that read millions, Mom, please don't live for me! This article was reprinted by more than 200 official WeChat accounts and media such as 10: 00 Reading, Phoenix News and Netease News. Her book has been recommended by Zhou, Shi Shao and many other big V.
Her daily life is-fitness, writing and content creation of official WeChat account.
Every morning when she wakes up, she will open the French window and enjoy her own light breakfast at the seaside. She has a devil's S-shaped figure, and at the age of 37, she is not lost to young girls in her twenties.
Relying on emotional articles and high-quality lifestyles, as of June 20 17, 300,000 high-end women paid attention to her official WeChat account. It is mainly composed of private entrepreneurs, company executives and rich women.
13
20 17 February, the official WeChat account "Cherry House" was founded on 15 February, becoming a dark horse in the real estate field.
The first article, "Whose fault is it that Huawei employees with an annual salary of one million are dismissed and can't afford the mortgage?" I have gained one or two thousand readings with one push. Since then, each article has reached 10000. Even after 1 month, I wrote a 65438+ million+explosive article "Xiamen restricts real estate transactions, successfully locks in investors, other follow-up cities ...".
Cherry House mainly involves real estate, and each article is original. Through analysis, her high-frequency contents include house price, regulation, restriction of purchase, house purchase, regulation, real estate bubble, population, currency, asset allocation and property right. ......
The operator of Cherry House is Chen Xiaoying. She started as a journalist in 2007, and by 20 17, she had reported in finance, real estate and other fields for ten years.
By September of 20 17, the average reading volume of the article "Cherry House" reached 30,000+. However, the account was blocked for some reason last year, and soon after, a new official WeChat account "Cherry House" was created. At present, the average reading volume of articles has reached 50,000+,which can be said to be nirvana rebirth.
It can be seen that the quality of her content is really high, and it is deeply loved by readers because of its natural content. More importantly, Chen Xiaoying runs his official WeChat account part-time rather than full-time.
14
In 20 12, Zhang Xinxin, who graduated from Chinese Opera, became popular on the Internet because of a group of photos posted on Douban, and was shortlisted for the school flower list of major universities, and was named the goddess of Chinese Opera.
She also has a more widely known name-"It turned out to be my sister-in-law Simon".
After graduation, she worked with the crew as a screenwriter. During this period, she traveled to many countries and posted her travel photos and videos on social networks.
Since then, her life experience and sentiment have attracted more and more attention, so she hit it off with her friends and started to be the "Simon's sister-in-law" of the official WeChat account.
She said that she is not a person who is full of plans for the future, but because of curiosity and impulsiveness, she has always been motivated to create interesting content, take readers to play seriously and live every day seriously.
By August 20 17, the number of fans of Sister Simon was close to one million, and the number of fans on all platforms of the whole network exceeded four million. From netizens to online celebrities, to entrepreneurs from the media, Sister Simon has completed a perfect transformation.
15
The last one is my own story.
20 1 1 year, engaged in the internet industry and became a small editor with an annual income of less than 40,000; 20 13, engaged in new media and operation, with an annual income of less than 654.38+million; 20 16 resigned to start a business and become a media person. After one year, his annual income exceeded 1 10,000.
Some people say that having a suite can save ten years of struggle.
I said that the official WeChat account can also save us ten years of struggle.
Thanks to WeChat, thanks to Tencent, in this era when choice is greater than hard work, it has given us a direction to struggle.