Is the traffic main project with a monthly income of 30,000 reliable?

We often see similar titles on the Internet such as "How to make over 1,000 yuan a day by playing with public account traffic" and so on, which makes many readers interested in it and want to learn more about it. The following article is an analysis based on a real case. If you want to know more, you can take a look!

Recently, the WeChat public account traffic master project has been very popular. Many articles are titled "Make over 1,000 yuan a day by playing with the public account traffic master", and most of these articles are accompanied by screenshots of the traffic master's income.

The reason why these articles appeared in large numbers in a short period of time is mainly because the official account distribution mechanism has been changed recently, and the proportion of interest distribution has increased significantly. The result is that even if the account does not have many fans, it may get tens of thousands of views because of official recommendations, and the corresponding traffic owner’s income will naturally increase sharply in a short period of time.

So is this project worth doing? Let's analyze it together.

Before analyzing whether this project is feasible, first understand the billing method of the traffic owner.

1. Calculation method of traffic master

Many people look at the backend of WeChat official accounts and simply think that the income of WeChat official accounts = WeChat official account article views * advertising exposure rate * ECPM.

This formula has been verified using background data and there is nothing wrong with it. However, if you use this formula to optimize your traffic, it will most likely be of no use at all.

Why?

Because this formula is provided by the official WeChat account, it is a formula deduced from the results . This formula contains an X factor, which is ECPM.

Only when your traffic revenue is known can you calculate the ECPM data.

In other words, ECPM is equal to the traffic owner's income divided by the number of ad exposures multiplied by 1000. Therefore, we often see a phenomenon that the ECPM fluctuates greatly, as if it is completely out of control. Especially when the number of readings is not large, the fluctuation range of ECPM is even more amazing. (The official gives this value because it is a value that is favorable to the official. Because the official VV tends to be fixed, the platform wants to obtain higher profits and will definitely give exposure to accounts with higher ECPM under the same VV. Therefore, the official hopes to force the account owner to optimize ECPM by providing ECPM, but ECPM is uncontrollable)

If we want to optimize traffic, what formula should we use?

Traffic revenue = number of views * ad exposure rate * ad click rate * revenue from a single ad click

Unless your operational thinking changes significantly, your ad exposure rate is unlikely to change significantly, and the revenue per click (click price) will be basically stable (changes can be ignored, depending on the type of ads the system matches you. These ads are related to the content you post and the tags of users who read the content). However, the revenue per click also depends on whether the article is original (this is officially supported, and the original revenue used to be 2-8 times that of non-original, but now it is about 1.5 times).

If you want to increase traffic and revenue, you can find ways to increase article reading and your ad click-through rate. The corresponding strategy is to optimize the title cover and place the ad as early as possible.

But objectively speaking, this kind of optimization is not very meaningful.

Therefore, if you want to increase your traffic income, the most practical way is to increase the views of your content. If you don’t have many fans, you can only hope for official traffic recommendations.

2. How can I get official traffic recommendations?

At present, official recommendations mainly appear in three locations: take a look at hot spots, information flow within subscription accounts, and related reading at the bottom of the article.

Among these three positions, the latter two have greater traffic.

How to obtain recommended traffic for these two positions, I summarize it into five elements: topic selection, vertical, title, cover, and basic data.

Among these five elements, the most important is the topic, followed by verticality, then the cover and title, and finally the basic data.

1. Topic selection: Hot topics, conflicts, opinions, you can refer to Toutiao, Weibo hot searches, search for hot topics, etc.
2. Vertical: At present, the traffic in the pan-entertainment fields such as emotions, society, and entertainment for the middle-aged and elderly is still larger. The verticality here requires special verticality, and it is even OK to write about the same topic repeatedly.
3. Title: In the information flow, it determines the click-through rate of the content. You can use a catchy title, but do not violate the operating regulations.
4. Cover: In the information flow, it determines the click-through rate of the content. Refer to the rules of Toutiao, but do not violate the operating regulations.
5. Basic data: Collection and viewing have the highest weights, followed by likes and comments.

Meeting these five elements may only result in official recommendations, but it does not mean that you will definitely get recommendations. This is because the recommendation algorithm is still not very mature, and the content that can enter the recommendation pool is still mainly clickbait content, and the quality is not high.

Therefore, if an account is recommended, it does not mean that the account will always be recommended. Once the recommended data reaches a certain level, manual review will be carried out (my guess). At present, the recommendation of an account will have a cycle, which may be as long as several months or as short as 2-3 days. (As long as there is no violation, the account may re-enter the recommendation pool after the recommendation period ends)

Therefore, it is unlikely that a single account will receive official traffic recommendations in a stable and long-term manner.

3. How to do the main traffic project?

As mentioned before, system recommendation is a probabilistic event. If you want to increase the probability of being recommended, there is only one way, that is to have multiple groups of accounts at the same time.

When you have 30 accounts at the same time, if one account is not recommended, one of the other 29 accounts will definitely be recommended.

The ideal situation is that you can have a steady stream of new accounts, and when the recommendation period of a certain account ends, you can replace it with a new one as soon as possible. This is why many players of traffic main projects will actively invite account owners to cooperate.

Because the official public account has anti-cheating detection functions, the effect of corporate matrix accounts is currently not as good as that of personal matrix accounts.

In general, the main project of public account traffic is not a long-term project, and is more suitable for Buddhist operation. If you really want to do it, you must reserve a lot of resources in the early stage and be prepared for various platforms to hammer you.

Author: Cai Zhao

WeChat public account: I am Cai Zhao (ID: woshicaizhao)