[Million Summary] Private domain circle of friends operation that is valued by WeChat business but ignored by you

In our daily work and life, we often encounter the situation where the Moments are flooded with advertisements. Moments have a promotional effect on a company or brand, but if the Moments are not well operated and the operation of private domain traffic is not taken seriously, the content you post will sink. So how can we build a good private domain operation of Moments? The author shares a few points, hoping to help you.

In the past, many friends who were doing micro-business, when they first started to make their first pot of gold, often started to pay attention to the private domain. What they liked to do most in their private domain was to post many, many circles of friends at once, and they would like to post hundreds or thousands of circles of friends a day to guide users to make transactions directly in their own circles of friends, and then receive money directly, and keep making conversions endlessly.

However, this kind of gameplay did support a group of early WeChat businessmen from 2016 to 2018, but now it is the era of 2022. If you, as a user, see your Moments screen posting like this, you will choose to block it or just chat without hesitation; if you open your Moments for the other party to view from the beginning, it is estimated that if you click directly to see the Moments like this, even the pass rate will be very low.

However, in the general environment, as long as there is money being distributed, there will always be people teaching you how to make money. There are many people doing private domain and micro-business in the market, and even the big guys who are doing circle of friends marketing are constantly teaching here, which makes many people feel: "If I don’t do circle of friends marketing now, I will be OUT."

This article truly starts from multiple dimensions, allowing you to really learn how to post an SOP model that will not disgust users, and can also continuously build your personal image, enhance your own value, and shape an independent IP, from getting to know users to establishing a trusting relationship, and ultimately allowing users to repurchase in your circle of friends.

1. The circle of friends is the key to establishing new people in the private domain

For a long time in the past, when most of us met a new friend, the first thing we would do was to check whether the avatar looked very salesy. The second thing we would do was to look through this person’s Moments to see what kind of content he used to post in the Moments. If he always posted advertisements, we would not approve his posts and would even block him. If he didn’t post advertisements, we would check what content he mainly forwarded in the past, what content he frequently forwarded, where he went, what special hobbies he had, and finally build a simple user portrait - the first sense of cognition.

In each day that follows, based on what he posts every day, you can constantly revise your understanding of him, add to your knowledge of his labels, and turn them into topics of conversation the next time you meet - accumulating a user portrait.

Of course, whether it is private domain, micro-business, or user operation, as long as it is not based on the overall ecology of a certain news, the core underlying logic will always be to operate our social user attributes;

After the user adds his consent, in the early stage you can convert the user to place an order by simply posting ads in the Moments. Later, you can consolidate the user's awareness through continuous and stable, systematic SOP output of content, so that the user will become new to your IP or the company. The most important part of this is the Moments content.

In the long agricultural society in the past, people began to barter after building the most basic trust through getting along with each other day by day. It is precisely because I trust your character and believe that you will not deceive me that I am willing to trade with you. Later, in the industrial age, the emergence of brands further improved the trust crisis of products. After all, from then on, I only trust the brand's ability to buy products, not the product model.

As the most important promotional method for both companies and individuals, the most direct and intuitive way to materialize their brands is through WeChat Moments. Users can understand the overall culture of the company through the content of the company's daily operations, and obtain the brand's value, selling points, and tone, and even extend it to the corporate culture, ultimately becoming the brand's "super users."

As the largest social tool for acquaintances in China, it has gradually evolved into the most important tool for "seeing the world" in the place where we connect with each other bit by bit. Many users even regarded every WeChat friend as a kind of acceptance. When they agreed to add you, it meant that they were subconsciously willing to accept you, know you, and understand you. For this reason, Moments has become a scene that is naturally more easily accepted by users than various communication media such as Douyin, Xiaohongshu, Taobao, and advertisements.

From another perspective, as the overall ecosystem continues to open up, Moments has also become one of the most important channels for search traffic. After all, we won’t buy when we see something, but when we want to buy, we will definitely search for it. When we see this user through search, and then we know you, the transaction will naturally be completed with you.

Luckin Coffee, the social coffee leader, is the product that has made the most profit in this round of process. After all, no one can resist the temptation of a cup of brain-boosting coffee plus coupons in the early morning or when you are sleepy, which is irresistible.

2. What kind of circle of friends is valuable?

The Moments is a tool that, if used well, can make things vivid and lifelike. However, if used poorly, it will be seen as advertising all day long and may be deleted or even reported. If this account never posts any advertisements and just promotes every bit of its life all day long, users will actually have no idea why they added you.

To this end, in the past long period of time, we have investigated all the brands in the private domain and summarized a set of golden theories, which we hope can really help you. The golden triangle theory of WeChat Moments is: user-related, person-related, and product-related.

1. Everything you do should be relevant to the customer

When screening this keyword at first, many users will think of overall UGC or PGC, but in fact, the overall word in 2023 is empowerment, which is to let users learn more about the content they are interested in, thereby narrowing the interaction between users and brands and generating topics with a sense of participation, Q&A and other forms of interaction.

1) Empowerment: Practical knowledge

That is, popular science content, method tutorials, solutions, new knowledge and new insights related to the industry, brand and product. Let users feel that you are professional in this field and can get professional guidance from you. Professionalism shapes value and enhances trust.

Why do we need overall empowerment? In fact, it is because, as we often encounter, the user's perception is only at his current level of understanding. We need to tell our users about deep issues in a simple and easy-to-understand way. After all, many people are unwilling to view the content that needs to be understood. Looking at it from another perspective, we can't recommend how to make Squirrel Fish to a child who has never cooked!

All should be at the user's overall cognitive level, which can be slightly higher than cognition. Through the method of "seeming to understand but not really understanding", the user's worship of opposing personalities can be slowly cultivated, like a certain Dr. Xiang.

2) Linkage: interactive content

Interaction! This word bothers many users of community operations. If we write a regular content without letting users feel involved, and make it a daily social interaction that feels superior, after a few times, they will naturally feel isolated. For this reason, all users should be able to be down-to-earth, so that users can directly produce in it, just like in daily life, come and go, and when we are really familiar with each other, our regular likes, interaction and other indicators will naturally rise.

Although the interactive content can be as simple as possible, it still cannot be too casual. Otherwise, if it is too difficult, it will reduce the interaction rate, and if it is too high, it will turn into a "human tragedy" where you appear to be aloof and no one will interact with you.

2. Whatever you do is to maintain your ID image

Personality, personality, personality. It is to express people's joys and sorrows, work, study, leisure activities, and even stories of picking up girls through ordinary daily life. Let users know that behind the WeChat account they added is actually a living person with flesh and blood, distinct personality, emotions, and down-to-earth, rather than a cold robot.

Through early user research, combined with the overall living habits of users, we found that everyone would choose to make friends with someone who is positive, real, reliable, and someone they can play with. So the creation of our circle of friends should also revolve around this principle.

For example, if our main users are boys, we can focus on some content related to how to pick up girls, how girls chat, etc., and preferably recommend them to others with pictures and facts; if our users are mainly girls, we can share some good cases or good books we have seen, and then organize our own reading insights to convey a positive and healthy life for big boys.

Of course, in addition to these, there are also some final life records that we can also insert, such as sudden insights in our work, interesting things in life, and even based on the current location, we can post about ourselves taking a walk, running, climbing, eating delicious food, watching movies, and other various work and life. In our daily operations, it is also one of the most important means to shorten the distance between us and users.

After all, none of us can refuse a vivid story of loving life and having flesh and blood; the employees of a company can also live such a colorful life, so why don’t we believe that this company can give its employees more happiness?

3. Must be associated with your own products

Whether it is a private domain, a brand, or a white label, the ultimate goal of all is still to enable users to convert and purchase things from me. The ultimate goal of all business methods is to convert users through key copywriting;

Through a complete and systematic SOP process, we cultivate an independent IP that is fully consistent with the brand image and can communicate with users. We continuously deepen our attack on all aspects of the product, whether it is the product story, product design, or packaging surprises, to enhance the overall user reputation and user authority to achieve conversion.

1) Product services

When creating products and brands, the core question you should ask yourself first is:

What is the core selling point of my product; what problems can it solve for my users; what valuable services can I bring to my customers; what are my different advantages compared to other products on the market; should I describe it from the brand story, product design, packaging technology, production process, service links, or something else?

2) User word of mouth

In addition to products, the overall reputation of customers is still important, just like the slogan of the official account "No matter how small an individual is, he or she has his or her own brand"; we also need to push out the evaluations of our own users, through positive evaluations and positive introductions of products, and then achieve overall referrals.

Of course, your users don’t know what achievements you have made in the industry, so you also need to push your industry achievements. After all, although Hengshui Laobai Gan and Balama Gold Award have been cracked down on for so long, there are still many users who are willing to believe in them. This is the power of authority and the power of big brand customers. It is worth your reference.

3) Create scarcity and enhance buying activities

We screen out products that need to be cleared recently or are more cost-effective. We take them out separately and give them to users as an exclusive benefit to enhance users' overall favorability towards the brand and improve the overall brand tone, which is still one of the actions worth doing.

In the minds of users, Moments is not only a place to learn about your latest updates and strengthen social relationships, but also a place for "vivid" official communication. Through down-to-earth copywriting, it further reduces the user's plans, injects "human language" into daily use, and brings out the overall scene feeling. This is also a good choice.

After all, from the user scenario, are you willing to accept that this is an umbrella that you must have on a rainy day; or are you looking forward to a rainy period when you take out the umbrella you prepared for the goddess from your schoolbag? This is in itself unquestionable content. If the official details are excessively released, the overall atmosphere will be too strong for commercial purposes, making it difficult to achieve user conversion. For this reason, we sincerely suggest that the copywriting of the Moments really needs to be softer, not too hard or too oily. Let your private domain really live like a person.

Of course, pictures are also very important. If the pixel of your picture is too low or even a little blurry, users will think that what you post is fake and low-quality, and the probability of them believing you will naturally be lower. All high-definition and beautiful pictures are one of the secrets to high click-through rates.

As for the Moments, what content we should post and how often should we post it? This should be determined based on the current overall business model, and ultimately confirmed by the SOP of our specific products and personal IP.

To give a simple example, if you are a retail terminal product or e-commerce product with high frequency, low price and low decision-making, you can post more product introductions on a regular basis, and through high-quality stories or limited-time activities, increase the overall conversion rate of users and allow users to place orders quickly.

If you are a small B-end or tool product with low frequency, high price and long decision cycle, we can send more messages from the companies we serve, practical knowledge and other angles, and ultimately improve your reputation. In a subtle way, let users trust you from the bottom of their hearts, think of you when they need you, and convert you.

3. Highly personalized customized circle of friends SOP?

Make every operation clear and have a labeled and systematic process.

Posting to Moments is a simple thing in itself, but posting content regularly, rhythmically, and systematically every day is a very difficult story in itself.

Especially since the content in Moments is diverse and in various forms; in the process of execution, it is very easy to have problems such as missed or wrong messages, or the same content is repeated, which ultimately destroys one's personal IP and collapses the user's trust.

The standardized process of SOP can quickly turn the content that should be posted on WeChat Moments every day into an SOP template, so that every operator can implement the operation manual in a clear, standardized and systematic manner; ultimately, new members of the team can also refer to the current SOP and reuse it directly and quickly.

In the process of making the overall SOP, we should focus on the business, products, and personal settings to determine the content dimensions, specific content ideas, and frequency that can be posted on WeChat Moments, and finally obtain our own flowchart.

However, it is recommended not to post too much content in the circle of friends every day. If there are more than ten posts a minute, or dozens of posts a day, it is easy to be blocked and deleted by users. For this reason, among many snack companies, we recommend products with multiple categories, such as sports products, which can be marketed from the dimensions of running, swimming, football, etc. Of course, yoga, basketball, etc. are also no problem.

However, you should not post too many posts in Moments every day. 3-5 posts a day is the best. If the overall categories are relatively small, you can focus on a single product, 2-3 posts a day is also fine; however, according to the overall recommendations of WeChat for Business, the best amount of content to post every day is 2-3 posts. If the content is relatively small, one post is also fine.

In addition, when formulating SOPs, you need to determine the specific time for each Moments post to be published. This can be determined based on the peak hours when users browse Moments: (7:30-10:00 morning rush hour, 12:00-14:00 lunch break, 15:30-17:00 slacking off, 18:00-19:30 evening rush hour, 22:00-23:00 before going to bed)

Finally, summarize the content planning, release time, number of articles and specific release copy, and the complete SOP is ready. The operations staff only needs to update it regularly according to different dates.

Practical information, interaction, and product-related copywriting can be prepared in advance, and more attention should be paid to collecting and creating content related to the character IP, so as to avoid being in a hurry and cramming at the last minute when the time comes.

Private domains focus on refined operations. When users are tagged, we can push different Moments content to different users. SOPs also need to be produced in multiple versions, with different SOPs used for users with different tags.

In addition, if it is corporate WeChat, users can only receive 4 Moments from the company in a month. The content of the Moments of the company's WeChat will be mainly aimed at encouraging users to place orders and conversions, and the content will mainly be product and event promotions.

4. Finally, a brief summary

1) Moments content is a concrete manifestation of companies and brands. Through Moments content, users understand the value, selling points, style, and culture of companies and brands, thereby building trust. 2) Moments can serve as a reminder to consume.

3) The circle of friends is naturally closer to users, and the content is easier to accept.

4) The content of Moments is divided into three dimensions: user-related, personality-related, and product-related.

5) User-related content can include useful knowledge, interactive content, etc.

6) Content related to the personality can be about daily life, work and study, leisure and entertainment, life attitude, etc., so that users can feel that there is a real person standing behind the WeChat account.

7) Product-related content can include product services, user reputation, honor authority, limited-time activities, etc.

8) The number of posts in Moments every day should not be too many. Brands with many categories can post 2-3 posts, while brands with fewer categories can post 1 post.

9) Formulate a SOP for the content of Moments to make operational work clearer, more standardized and more systematic.