Today, we have summarized the reasons why six categories 16 official WeChat accounts have fallen off, and attached solutions, so that everyone can take their seats accordingly.
The article leads to powder drop.
1, personnel change
Sometimes writing in the first person, sometimes in the second person, sometimes in the third person.
Divided into "I", "you/you" and "he/they".
Since the media generally write articles in the first person and the second person, enterprises generally write articles in the third person from the media.
Frankly speaking, sometimes I write my own articles and sometimes I reprint them. ...
This will confuse fans, cause chaos on the scene, create a sense of distance from the official WeChat account, reduce stickiness, and make fans feel that the operator is not careful about the maintenance of the official WeChat account, and it is inevitable to lose powder.
Solution:
If the name of an article is different from the previous one, tell everyone at the beginning whether the article was written by yourself or reprinted. The "Bian Xiao said ……" that we often encounter when watching news is a typical solution.
2. Oppose public opinion
For example, like the Alipay party in Five Blessingg before, most people didn't grab the red envelope, but you wrote an article saying that this activity was well done. In fact, this is against public opinion (I am really not a black Alipay ...)
In other words, if you express some opinions against the wishes of the people, it will lead to rapid powder loss. Although it may make you/the article popular for a short time, it is not the right way after all.
Solution:
The three views either go down all the time or go down at once. Otherwise, it will fall on both sides in the wind ~ ~ ~
3. The quality of the article is high or low.
It is normal for the quality of articles to be uneven, but the ups and downs should not be great. From the data point of view, it will be hundreds of readings for a while and thousands of readings for a while, which will also promote powder loss.
Because the quality of any article may be worse, it will make your fans cancel their attention. If there is no high-quality article output for several days, the pass rate will be greatly improved.
Solution:
What's the difference between reading less articles and reading more articles? Is it because you haven't stepped on hot spots or because of the content of the article itself? If necessary, find some good articles on the Internet to push.
Another situation is that there is a new WeChat editor, so Bian Xiao must adapt to this job as soon as possible.
4. The number of articles has increased and decreased.
For example, sometimes posting 1 article, and sometimes posting 5 articles suddenly, will definitely lose powder.
For example, sometimes you wear 1 color and sometimes you wear 5 colors, which will give your friends a bad sensory experience, because friends (fans) are used to it. And you're not sure whether the former is good or bad.
I once did an experiment. Originally, seven articles were posted a day, and 1 article was posted a day, but this article is still very heavy. As a result, I was forced at that time ... I still sent seven articles a day ...
Solution:
The number of articles published from beginning to end should be consistent, and there should be no big gap. If you want to make a big change, you have to attract a lot of fans to investigate. Do you agree or disagree?
5. The types of articles are diversified.
For example, you are a tourist. At first, you send domestic travel guides, then you send foreign travel guides, then you send free travel guides, and finally you even launch parent-child travel guides.
Then the types of articles are more and more diversified, and the types of fans must also be diversified!
If calculated according to the above four types, assuming that each type of fans accounts for 25% of the total number of fans, today you send a certain type of raiders, then basically another 75% of fans are not interested in this article, and naturally some fans will cancel their attention.
Solution:
This article is best for the vast majority of fans to read. If not, send more articles to cover all types of fans, which will reduce the customs clearance rate.
Advertising leads to powder loss.
1, advertising is too frequent.
Very easy to understand. It's so difficult to raise powder these days, and you keep advertising. You deserve it! (It's usually forced by the leader ... Ahem, it's your bad luck to meet such a boss (/□\))
Solution:
It is best not to advertise in the title, but to advertise at the end. The title of the article is marked "Advertising XXXXXX".
The frequency of advertisements is at most one per day. If you want to send two advertisements, please keep the number of pictures and texts on that day at least six.
If you want to advertise every day, always keep the advertising position in the same position, for example, always put it in the second article, so that fans will know that the second article every day is an advertisement.
2. The advertising quality is very poor.
The content of the advertisement is blunt and rough, and the layout is chaotic. In short, you can't directly look at the content of this advertisement. Basically, it can be judged as poor quality, and it will inevitably drop when it is sent out. For example, selling drugs, selling ...
Solution:
You'd better not answer this kind of advertisement, but must argue with Party A/business personnel/leaders (although it's useless in most cases ...).
If you must send it, you'll have to do yourself a disservice. Modify this advertisement and try to improve its quality.
3. Spam advertising
I think advertisements that are useless to fans, advertisements that are worthless to fans, and advertisements that fans don't have this demand are all junk advertisements.
For example, if your official WeChat account is a tourist, you can't send educational advertisements; Your fans are all post-90 s, which is not suitable for making financial advertisements;
Solution:
Generally speaking, you can only advertise what kind of fans you have. Unless you come across a super awesome advertisement (Durex's kind ...)
Analyze whether fans have any demand for this advertisement. If someone has it, they can send it.
If the advertising reading experience is high (soft-text advertising), then the problem is not big.
Update frequency and time lead to powder loss.
1, the update frequency is unstable.
You push an article every three or five times, which will really make fans stop paying attention!
Now that I have made an official WeChat account, I should at least push the content every day!
Because logically, fans subscribe to your content for free, and you have no content to produce, so fans have the right to cancel their attention, let alone plan to realize it from fans in the future.
Solution:
Of course, push content every day! If you really can't, apply for reprinting other people's articles!
2. The update time is not fixed.
Many people like to send it in the morning and evening. I really don't understand if this is a joke! Isn't it nice to push at a fixed point every night like a small public event? One more sentence: you deserve to lose powder!
However, in fact, the update time is not fixed, and the powder drop will not be too serious, because only true love powder will watch your push at a fixed point, and true love powder will definitely not be blocked. Ordinary fans will not watch your push at a fixed point. But fixed push is definitely better than non-fixed push.
Solution:
Do I have to say this? Of course, it is pushed regularly every day!
According to all kinds of big data, the peak time for China netizens to open WeChat is 17:00-22:00, 08:00-09:00,1:00-13: 00.
You decide when to send it ~ anyway, the small public exercise is to step on it every night ... because the operator is meowing at night!
Activity leads to powder loss.
Activities include: online activities, H5 activities and offline activities on WeChat pages.
Although these activities can be circled a lot, the quality level of activities is uneven and the quality level of fans is uneven. Even after the completion, fans directly cancel their attention.
As a matter of fact, I don't approve of doing such activities. Although I can attract many fans, in most cases, there will be many fans involved. Because if you don't continue to provide these fans with high-quality content, it is impossible to keep them. Especially through the service number, we can see that it can be described in four words: ups and downs.
Because these fans suddenly pay attention to you, they are not attracted by your content, and they are even more embarrassed to talk about realizing it.
Solution:
The content and scene of the activity should match the target population.
For example, the content can be accepted by fans, and the activity scene revolves around the target group. Then continue to produce content that meets the needs of such fans, which will greatly reduce the customs clearance rate.
For example, if you are an education number, you will increase the number of fans in the education exhibition. After paying attention, fans will find that there are so many good educational articles that they will not accept them.
Don't treat users as people.
1, tool powder
Now there are many third-party teams that will provide you with powder adding tools, and even you will outsource the number to them for operation (generation), and may add a lot of fans, but I still reject this behavior.
Because you don't treat users as people at all! You treat living people as traffic! All marketing numbers treat people as traffic, and I am extremely exclusive to such numbers!
Since you don't treat fans as people, it is inevitable that fans will stop paying attention.
Step 2 reply in the background
There are fans replying backstage. If you ignore them, it will obviously cause fans to cancel their attention (although there may not be many fans in the small partners, so there are not many messages, but pay attention ~)
3. Frequent activities
Doing activities all day (unless the positioning of the official WeChat account is like this), not pushing normal articles to fans will also cause fans to cancel their attention.
No matter how good the activity is, it is not a rigid demand. Most people still like to read normal articles.
And in essence, you don't treat fans as people. You are completely self-satisfied.
The above three solutions:
The official account of WeChat is not a news website or a magazine, but a light subscription platform. Therefore, it is obviously unreasonable for its rigid content and frequent activities.
The official account of WeChat cannot be operated by PC website, nor should it be from the perspective of aloof independence.
The tone can be cordial and warm, and use the second person when necessary.
Competitors appear, and homogenized content increases.
This is probably a problem that most people will encounter. For example, small teaching new media operation, such a niche field! There are dozens of official WeChat accounts doing it!
1, competitors appear.
Fans are very smart. Once competitors appear, they will study your family account and their family account. At this time, a small reason may prompt fans to cancel their attention, and it will also make it difficult for them to add powder.
Solution:
Positioning should be different from most similar official WeChat accounts, and it should be subdivided.
For example, new media operations include: WeChat official account operation, Today's headline operation and Weibo operation. The operation of WeChat official account also includes: self-media operation, enterprise self-media operation and service number operation. Self-media operation also includes: funny, humorous, emotional, high-end, low-end, universal, local ... (think from all dimensions)
2. Homogeneous content
Now in the industry, a high-quality article will be reprinted by hundreds of official WeChat accounts, if you are one of those hundreds, and you often do so. Sorry, just wait for the powder to fall off.
Because such numbers are of low value and fans are not fools, fans will be more and more inclined to subscribe to high-quality and exclusive content.
Solution:
More original articles, less reprinted articles ~
It is best to hire some senior students to write part-time and pay them, but they need a series of training.
You can also solicit contributions from fans. Although the quality of the manuscript is uneven, some good articles will be published.