Welcome to the world of 1w-.
Editor’s note: This article is from the WeChat public account “Netease H5” (ID: Wangyih5), author Netease H5 × new list. The original title “90% of original articles read a day: 10,000: WeChat public article data report 2.0”
In September, Netease H5 jointly launched a new list of “WeChat public number 10w + article data report” .
What many people didn’t expect was that 885,000 WeChat public accounts only produced more than 200 original 10w+s a day. 10w+ is still an elusive goal for most new media people.
So, what about the world of 1w- (public article with a reading volume of less than 10,000)?
Today, Netease H5 once again joined the new list and launched the “WeChat Public Articles Data Report 2.0” for reference by new media practitioners.
In every 100 original articles, only 9 reads 10,000
We selected the WeChat public account sample database data on October 25 as a sample of this survey.
First of all, the original article has a small percentage of the overall article, and it seems to be “small and weak.”
On October 25th, the 900,000 WeChat public account monitored daily by the new list released more than 720,000 WeChat articles. Among them, 32,000 original articles accounted for 4.5% of all articles on the day. (The original article here refers to the article that obtained the original logo of WeChat, which is not marked.The article is not counted)
What makes the original author feel more likely is the following set of data.
In the original article, there were 29,000 readings under 10,000, accounting for 91.12% of all original articles on the day. In other words, the original articles that read more than 10,000 on the day were less than 9%.
Equivalent to only 9 out of every 100 original articles, reading 10,000. The vast majority of the public number is still at the ankle.
Pushing time is concentrated at 5 pm
From the release time, these are over 10,000 articles of WeChat, and the push time is concentrated at 5 pm.
In the last “WeChat public number 10w + article data report”, the top time period of 10w+ article push was 21, 22, and 20 points respectively.
However, considering the impact of many factors such as the number of samples, the size of the fans, and the type of account, we can’t simply say that the evening push must be lower than the evening reading.
However, if the operator can comprehensively consider the dimensions of account positioning and user characteristics, it is also a way to improve the reading volume.
Two-thirds of the original headlines can’t read 2000
The same is reading 10,000 or less, and these 29,000 original articles are different.
Considering the impact of the publishing position on the number of readings, we mainly select the headline push as the research object.
Published 15999 articles in the headline, with an average reading of 1714, and 10981 articles read less than the average.
That is to say, two-thirds of the day’s original headline readings of less than 10,000, the reading volume is not even 2000.
Reading less articles will also be loved and rewarded
We often say that originality is not easy, but not every one will get the reader’s reward.
In the 15999 original headlines that read 10,000 or less, 31.95% were appreciated on the day.
However, this data is still much higher than the overall ratio. “WeChat public number 10w + article data report” shows that only 12.35% of original articles have been appreciated.
Although in the eyes of the public, readings often represent the results of communication and are studied repeatedly, but don’t forget that the content is small and beautiful.
Some original accounts can’t do 10w+ on the data, but they can still harvest a group of loyal and vertical readers with small and beautiful quality creation.
When 10w+ swipes in the circle of friends, 1w- is also loved by those who hold them in the palm of your hand.
The most distributed accounts for education and abstracts
In terms of account categories, the highest proportion of the corresponding accounts of the 29,000 original articles is education, followed by abstracts, people’s livelihood, culture, and entertainment.
However, this does not mean that the reading of education and abstract articles is low. It can only be said that the public number of education is distributed in the number of articles that read less than 10,000.
From the distribution of all public number categories issued throughout the week, in descending order are abstracts, people’s livelihood, government affairs, education, business, entertainment, culture… There is not much difference between accounts with less than 10,000 readings.
With reference to the previous “WeChat public number 10w + article data report”, the most accounts of 10w+ are enterprises, people’s livelihood, and current affairs.
The new account index is distributed in 400-700
There are 29,000 original articles with a reading volume of less than 10,000, and the new list index of the corresponding account is also low.
The new account index is distributed between 500-600.
Refer to the previous “WeChat public number 10w + article data report”, the corresponding list of accounts at that time, concentrated in the 700-950.
The new ranking index is distributed among 750-800 public numbers, with a maximum of 10w+.
In general, whether it is 10w+ or 1w- data, it is not easy to original.
In the sample of nearly one million public numbers, original articles appear to be outnumbered. Although it is these original content that supports the vast majority of the content of the public content, the data performance of these contents is not as good as we imagined.
The public number is 6 years, how many have stopped? The data of the new rankings shows that since the birth of the public number in 2012 to 2018, the growth rate of the registration of the public number has slowed down noticeably.
63% of the accounts are still active, 26% of the accounts are in the stop state, and 6% of the accounts have been logged out.
If the time of writing the last article is taken as the time of cancellation, the result of the statistics at that time was that the average life of the cancelled account was less than one year, only 355 days.
Persistence is never an easy task.
In this long-running content run, there are always people who can’t keep going and choose to give up halfway. There are always people who insist on biting their teeth and live better.
These data don’t reduce our anxiety about content, but at least, people who are still insisting “have beaten more than 90% of their opponents.”