Build a video account fan growth system to achieve the goal of continuously leveraging public domain traffic

Why is it necessary to build a good system for increasing fans through video accounts? This article uses cases and six methods to help you understand how to obtain public domain traffic. At the same time, this article also recommends some methods for those who want to use WeChat video accounts to gain traffic or those who do not get much traffic through video accounts.

Some time ago, the video account live broadcast e-commerce structure was adjusted and merged into the WeChat open platform. I think everyone already knows this news, so what does it mean? In fact, it is not very complicated. To sum it up in one sentence: the video account e-commerce has taken a step forward in the entire WeChat ecosystem. Therefore, the video account is now a must-grasp. If you haven't joined the game yet, you should hurry up.

1. The significance of building a system for increasing fans on video accounts

For most ordinary people, the first problem they may encounter when entering the video account is definitely about the increase of followers on the account. At present, there are many strategies and techniques on the market for increasing followers on the video account. I believe that many people have mastered some of them to some extent. But the results may be very different. Some people can quickly increase followers and create an account, while others are still struggling...

Let’s not talk about whether these skills you learned to increase followers are useful. In fact, at the beginning, it was very simple for short video users to choose to follow a blogger. But today, the difficulty has reached a level that requires a pass. In the past, as long as your video could last for three golden seconds and the content was judged to be useful and interesting by users, you would be followed. Now, even if you shoot a fantastic video and master all the communication and interaction skills, you can only get a like at most.

Although content is important, only a few people want to increase their followers by content alone. Those who increase their followers by just one video are just individual cases after all! For most ordinary people, the best way is not to master many skills to increase followers, but to learn to build a complete system for increasing followers on video accounts.

If the so-called techniques for increasing followers are solved from the technical and tactical level, then building an account's followers system requires you to approach it from a more macro perspective. Today, I will talk to you about this.

First of all, when it comes to building a system, we need to know that the fundamental purpose of building a system is to turn something into something that can be automated. For example, in a traditional production line, because the corresponding production process is already built, as long as everyone does their job well in their own position, products can be produced continuously, right?

Therefore, we need to build a fan-increasing system for the video account. In essence, it is to make the process of increasing fans automatic. Once this system is built, then next, we only need to shoot one work after another, ensure the quality of the work, and then publish the work to ensure that more people can see it, and the rest of the traffic and fans will naturally increase.

Of course, in this process, if your content is particularly outstanding, it is very likely to directly trigger the video account. And this is the greatest significance of building a system.

2. Analysis of the user's account behavior path

Okay, so how do we build a fan-increasing system for video accounts? Before we talk about this in detail, we need to realize one thing first. On the video account, a user will choose to follow a video account blogger. What is the entire user attention path?

From the perspective of natural traffic, when a user browses a video account, he or she may first browse one of the videos, right? Then he or she may be attracted by the first few seconds of the video, and then he or she will choose to continue watching. At this time, after the video is finished, you may think that the blogger is very good and the content is very good, so you will want to see his or her other works, right?

At this time, you will click on the avatar in the lower left corner. When you jump to the homepage of the account, you will see a personal profile of the blogger, and then scroll down to see some of the works that the blogger has posted before. You will browse, and then you will see the video cover and title. If you see some works that you are more interested in, you may click in again, right! After watching a few more works, you may think that this blogger may be very interesting, or the content he shares may be very practical. At this time, you will choose to follow this blogger. Right!

The above is one path that a normal user might choose to follow a blogger.

Let's divide it into 6 steps: video display stage, video playback stage, video ending stage, account homepage browsing stage, video page browsing stage, and the final completion of attention. Next, let's look at them one by one.

1. Video display stage

The first is the video display stage, which is when the user just comes across our work.

At this stage, as operators, what should we consider? It is very simple, that is, the golden 3 seconds and platinum 1 second of our video content. The core purpose is that we need to give users reasons and motivation to continue watching.

If the platinum 1 second of a video determines whether users will swipe away, then the golden 3 seconds determine whether they will continue to watch. Therefore, in the video display stage, the most important and critical thing is to make good content for the golden 3 seconds and platinum 1 second of the video.

2. Video playback stage

At this stage, we need to focus on three parts: the judgment of video quality, the judgment of video presentation method, and whether there is corresponding suspense creation or welfare display.

For example, the quality of a video is judged by looking at the overall picture quality, whether it is high-definition, how the video was shot, the overall costumes and props, etc. In addition, there is the overall editing style, its rhythm, and its length. In addition, whether your work is original, whether users have already seen it, whether the content is interesting and useful, whether it can really effectively solve certain problems of users, etc. These contents are the reasons for users to choose to continue watching, and are also the key factors to increase the length of time users stay.

Secondly, the overall presentation of your video. For example, if you are a real person on camera, then your character image, language style, etc., what kind of personality is it? Does your content fit this personality? How well do these things? It can increase the user's desire to explore your homepage.

Of course, we can also add some suspense or directly show some benefits according to the topic of the content. For example, if you are sharing professional knowledge, do you just talk about it directly or insert corresponding pictures to make the video more interesting. And if you insert these high-definition pictures you made yourself in the video, there will definitely be users who will leave a message and ask for this picture, right? So it can increase user interaction.

3. Video ending stage

When it comes to the end of the video, the key is to guide users, such as guiding them to like, forward, follow, and comment. You can also guide users to interact with you, such as letting users send you private messages, and you can give away some related benefits for free, etc. These are the key things to do at the end of the video.

In fact, from the video display stage, to the video playback stage, and then to the video ending stage, these three stages are essentially to do a good job of our content creation! I will not talk about these specific contents, as well as specific gameplay, skills, etc.

4. Account homepage browsing stage

At this stage, it basically means that your video content has aroused enough interest in users, and they will want to see what kind of account this is. Therefore, they will click on your avatar and enter your homepage.

At this time, we must first ensure the overall integrity of our account, such as what your account avatar looks like, what your nickname is, whether your account profile is well written, whether it can highlight your personality, or whether it can make people remember you and be willing to get to know you. This mainly depends on the content of account construction.

In addition, users may also pay attention to whether the account is certified, whether there is a corresponding store, or whether it has established its own fan group, then they may choose to join and so on!

Therefore, during the homepage browsing stage, the focus is actually to enhance the credibility and industry recognition of our account personality, thereby increasing the professionalism of our personality. The higher your professionalism, the more likely it is that users will pay attention to you, which is the so-called fan-attracting ability.

At this point, there are actually quite a few users who may directly choose to follow you! And what might those users who don’t choose to follow do? They might scroll down to see your previously published works.

5. Video page browsing stage

At this stage, the focus is actually on looking at your previously released works. Here, the first thing that will be paid attention to is the cover of the previous works. Of course, it does not refer to the cover of a specific work, but a summary of all covers. This is why most people choose a unified style for video covers. After all, it does not look very comfortable as a whole.

In addition, the number of your works is also very important. You said that you only had one video at the beginning, and you have released dozens of videos. The two have different appeals to users. In addition, do you have a corresponding collection of your previous videos? Users can choose the collection they are interested in and watch it. This is also a way to increase user attention to us.

Finally, when browsing the video page, there is one more thing you need to note. If your video account and official account are connected, then there will actually be a service option on the video page. It corresponds to the menu bar of your official account. When users click on the service, they can see some content of your official account. Therefore, a good design of this part can also increase the possibility of user attention.

In addition, if you have already started live streaming, then when you browse the video page, it will first display the 6 latest videos, and then display the previous live replay. So if you have live streaming, then each live broadcast cover also needs to be carefully designed, including the theme of the live broadcast, which gives the same feeling as your video cover.

Of course, there is a little trick here. For each live broadcast, we can choose whether to generate a replay. If you don’t feel that a certain live broadcast is very good and don’t want people to see it, you should not generate it. In this way, it will not be seen by users during the video page browsing stage.

So, in fact, during the video page browsing stage, whether it is your video content or the live broadcast playback content, we can set these. We can pin what we want to show and what you think is the most attractive, or hide it, so as to ensure that when users enter this stage, your content display is attractive enough.

6. Video exposure stage

In fact, if a user has gone through these stages, from video display, video playback, video ending, to account homepage browsing, and video page browsing, basically this user will choose to follow you. Therefore, the so-called fan growth system is actually based on these steps. Do each step well, whether it is reserving hooks or optimizing content, all to increase user attention.

If we look at this fan growth system from another perspective, in fact, it is very similar to a model that we often use in the field of operations, called the funnel model! We all know that if you want to make the final conversion higher, in addition to doing a good job in each step to ensure that the conversion rate in each link is high enough, there is another key point, that is, the initial traffic must be large enough.

Therefore, as operators, in addition to focusing on these six steps, we also need to pay attention to the traffic scale of the video account. So if we use a roadmap to reflect this, before the video display stage, we need to add another step, which is the video exposure stage.

At this stage, it is actually very simple, just try every possible way to get our videos the maximum exposure! Let more people see our videos, so that our fan growth system will be meaningful.

For example, we can use the following table to clarify specific work.

The first thing is to determine the specific promotion channels, such as social groups, official accounts, Moments, etc. Then, for different channels, you need to write different push copy or corresponding language, and then set the specific push time and specific executor.

In addition, we can also participate in some official activities of the video account platform. These activities are very important for us to make video accounts. Because it can bring more public domain traffic to our works. I won’t talk about the details. If you want to learn more, you can pay attention to my series of courses "Video Account Live Operation Guide"

A series of courses on video account operation and live streaming sales strategies to help you increase the value of private domain traffic and gain solutions

Strictly speaking, from the video exposure stage, to the video display stage, to the video playback stage, the video ending stage, the account homepage browsing stage, the video page browsing stage, and finally the completion of the follow-up, this is the entire system of increasing fans of the video account. As operators, we not only need to understand the complete process of the entire system, but also need to do a good job of self-examination of the content of each stage.

The following is the content of one of the chapters in my series of courses. It mainly refers to a panoramic view of what operators do when we operate video accounts:

If we talk about this from the perspective of a specific work flow, then the establishment of a system for increasing fans on video accounts that we are talking about today is supplemented by the user's attention path.

The former is not only aimed at the video account, it is also mainly aimed at the entire private domain marketing. It takes the video account operation as the entry point, and the ultimate goal is to divert private domain traffic and conversion as the core; while the latter is mainly based on the user behavior path, based on the operation of short videos, and ultimately achieves the purpose of increasing the number of fans of the video account. The two are different. We can think of it as a large path, and then refine a path out, just like a big circle inside a small circle.

The establishment of a fan-increasing system is to enable the video account to continuously increase its fans. This is the first step. To go further, it is still necessary to serve the purpose of attracting traffic to the private domain traffic pool.

Finally, I would like to share with you a tool table:

The purpose of this form is, on the one hand, to facilitate our operators to conduct self-examination, including how to carry out work and self-examination in each link from the video exposure stage to the video display, playback, ending, homepage browsing and video page browsing; on the other hand, it also provides support for the final review work, so that we can know which links of each pushed work are good enough, and which links have some problems that need to be adjusted and optimized in time. You can carry out specific work according to this form.

Author: Pai Ye Operation

WeChat public account: Paiye Operation (pyyunying)