Comrades come to a 100,000+
editor’s note: This article is from WeChat public account “Creative Handbook” (ID: Storylab), author Qian Qianlong.
Yesterday “No technical threshold to identify microblogging water army KOL/KOC/Vlogger account” Weibo’s water number identification, today said the WeChat public number identification. Through these two contents, you can cite the opposite and the third, the identification of vibrato, fast hand and other platforms, the approximate logic is similar. The identification of WeChat water number mainly has the following six points. We will open the details one by one.
First point: third-party data collection
The WeChat public account is different from the Weibo platform in terms of platform attributes, but the core ideas are similar, and the real content is irregular. First of all, we can collect the number of fans of the public number, the average reading, the number of articles, the number of praises, the recent hot texts, etc. through the public list tools such as the new list, BlueMc, watermelon assistant, etc. As one of the reference indicators. At present, the opening rate of the public number from the media industry is below 5%. To ensure that the content is 100,000+ per day, more than 2 million real powders are needed. This is only a few accounts of the head, such as the People’s Daily and the Communist Youth League. Articles are 100,000+.
Second point: Ability to detonate the industry
For most public accounts, how do we judge the authenticity of their fans? Although many public accounts can do 100,000+, what is the authenticity of this data? Is it carefully maintained or formed by the natural forwarding of fans? For the judgment of the authenticity of the public number, our first step is to search for the explosion article of the account through WeChat.
Every real vertical field head public number, with articles writing the detonation industry, 2017The new world phase “escape from the north to the wide”, Mi Meng “to the monks” and other industries to brush the article, you can use WeChat and Sogou to search the number of times the account article was reprinted, for example, I wrote “Netease, Xiaomi, Alipay, Haidilao 24 The brand “Vibrato” operation analysis was reprinted by 51 accounts, which generated heated discussions in the Internet and advertising industries.
If a head public number has not been published in the industry for nearly half a year, there are certain data maintenance behaviors in the millions, tens of millions of readings and fans, or the proportion of real fans should be very low. . Many friends who do media know that they often encounter accounts that suddenly appear to be swiping, and the cost-effective value of 100,000+ readings, especially the ad soft text reading is higher than the daily articles, this account is basically Through washing and data maintenance, the new number that is backed up by the major alliance company, with very attractive price/performance ratio to earn advertising costs.
When WeChat officially upgraded the reading system, many head accounts don’t read as much as one-tenth, one-tenth, or even hundreds of reading accounts. The quotes are a few. From tens to hundreds of thousands, this is very common in the industry and is not listed. You can find out about the relevant list by knowing. In general, a principle, the head vertical public number, must have the ability to maintain the screen in the industry for 3 to 6 months, and the account with this attribute has a real effort.
3rd point: View historical articles
Use the mobile phone to enter the public number to view historical articles, see the frequency of updates, the number of articles, the release time, and the article comments in the most recent month. See how the early articles are from 0 to 1, from 1 to 10. If the content of the article is not 10 times higher than the industry, the opening number will start with 100,000 plus. If the head is not large, the water number is more likely.
When is it released whether each reading is almost similar, and an organized maintenance account will generate very habitual actions, such as posting an article at 18 o’clock, after 30 minutes, the reading will skyrocket, and the comment will start to look like an avatar. Comments are maintained, and the reading volume is also very stable in a certain interval. Regardless of any hot spots, the reading amount of the account is very stable and maintained at a certain number. This account should be used with caution.
The name is that the personal media is updated more than 3-8 times a day. Every reading is very gratifying. It is necessary to pay special attention. Normally, it takes four or five hours to write an article for a short hot article. It also takes an hour, and it is almost impossible to release more than 5 individuals. If it is a team operation and maintenance account, you should seeAccount location, weekly column settings, article quality, title, layout, design, guide page, and comments are above the industry average of the account.
Fourth point: human flesh tracking reading
When planning to place the first advertisement for an account, you should refresh the article on WeChat with an average speed of 3-10 seconds when the article is published. Fill in the excel form and read. Whether the quantity growth is regular, for example, 300 readings per 5 seconds, etc., there is a brush behavior. After the normal public number releases the content, the reading growth is very irregular, which may be 350 readings in 5 seconds and 1590 reading in 5 seconds. In line with the normal behavior of fans, such as someone Qian Long, after seeing an article, after reading the title to share in the group chat or circle of friends, continue to read the article, may be interrupted by other things in the middle, continue to watch later. Good to share with friends, it will bring more traffic, this process is different for everyone, their collection is also irregular.
The randomness of article comments, accounts with advertising value, have the right to open comments, if you dare not open a comment account, unless it is a writer, star, strong news media. Comments include: number of friend comments, comment like rate, comment likes and reading likes. The public comment is an author review system and there is a very large human filtering factor. But on the whole, like Weibo, the more diverse the views, the better. Even the author can accept the opposition is the quality public number. It belongs to the industry account. It is very easy to see the comments of friends, and pay attention to one account. The public number does not need the author to review the friend’s message by default. The more friends, the better.
Comment comments are compared with the total reading volume. A hundred thousand+ article comments are only a few hundred. This disproportionate data can also reflect that there is a certain maintenance possibility in the reading volume. The industry is currently in normal ten. 10,000+ content, commentary likes 10%.
The fifth point: account background data report
If you can see the background data of the account, you can see the authenticity of the reading very intuitively. For example, the following background data table, 86.95% of the reading traffic comes from the public number conversation. At present, the public number is over 80% of the traffic from the circle of friends. Friends forwarding, if traffic and common sense are violated, most of the readings come from public number conversations and historical news, so the possibility of brushing is very large. However, at present, many public numbers generally do not provide screenshots of background data. It is very much expected that the public number will provide publicly viewed data like the Weibo homepage. The more open the data, the more vitality the ecology will have.
Sixth point: Brand reference that has been placed
If you want to put the public account number and can’t see the background data of the head account, you can ask the relevant fans, conversion rate, ROI by asking the brand that has been placed on the account and asking through the private network. How much, for small and medium-sized account companies should establish an account to share data, share data between departments, establish an internal filtering database for the real account, to avoid wasting two budgets on a number. You can share the group account operation routines with your peers, which are the companies that rely on the amount of brushing to defraud the advertising fees for a long time. Everyone can work together to brush the industry to terminate, avoiding hello, I am good, everyone is brushing a very good situation, the brand The Lord can’t get the product sales can’t survive, and the final starvation must be the advertising industry.
Traditional media is a popular media platform that works for anyone with a common native language. Social media She is a group of people who share the same interests and interests. Different social media platforms have completely different business models and product operation logic. Weibo and WeChat are both social media. Weibo is more inclined to the information platform for instant messaging. It publishes new things anytime and anywhere. WeChat is an acquaintance and a pan-acquaintance. Instant communication tools. In the community structure, Weibo and WeChat divide the big V into KOLs in different fields. Everyone pays attention to the same KOL according to their interests and hobbies. The content you post must match the daily content of KOL, including the content form should also match one by one. Like @琦殿 A blogger who focuses on the pure text content of the literary youth, you want her to publish the video content, the interactive effect will be greatly reduced.