WeChat public account is divided into service number and folded subscription number, the hard-pressed official micro-operators really feel the chill. In a WeChat-themed marketing conference that the author participated in, when the guests shared the case, they said that the average graphic conversion rate of their official WeChat is around 20%, and 20% is the average of the WeChat graphic conversion rate? I don't know. However, it is possible to share the data of a musical point of view. The conversion rate of the text of the WeChat in the past 7 days has increased several times. The average graphic conversion rate of the public account of the company has also reached 40%. How did you do it? The author's answer is: details! The effect of communication is influenced by many factors and influences each other. Whether or not the ideal communication effect can be achieved depends on whether the operator can effectively integrate various subtle and sporadic factors and consider more in various details. The details give the audience a good reading experience. Therefore, in the next article, the author will repeatedly mention various details, you may have noticed but not care, but a small detail may be the key to trigger the spread of the virus. As an operator, the power of detail cannot be ignored. Before the analysis of the data without visualization, the effect of the WeChat content can only be guessed by the poor editors. After WeChat launched a relatively complete background data function, the editing work finally has the basis of tracking and analysis. Operators of WeChat public account know that all data analysis will be attributed to a final indicator: graphic conversion rate. What is the graphic conversion rate? Graphic conversion rate = number of people reading the text /number of people to be delivered There are several operators who want to know about this formula: 1. The number of people to be delivered refers to how many people you pushed the WeChat to, and simply said that you are at this stage. How many fans; 2, the number of people reading the text refers to how many people read this WeChat, including non-fan groups; 3, graphic data analysis can only show the data within 7 days after the release of WeChat, 7 days later Not enough. The graphic analysis screenshot of the WeChat public account background data statistics module The above screenshot is the dissemination analysis of a WeChat content that the author planned and executed after taking over the operation of an enterprise official micro-operation. It is not difficult to see the great power of the WeChat circle of friends: in the case of only 198 fans, the graphic was shared and forwarded by 4733 people, and this is only 7 days of data. OK, we are going deep into the topic. Since the graphic conversion rate is an important indicator, increasing this value will not only give the customer (the boss) a perfect explanation, but also give him a higher sense of accomplishment. In the following, the author will scientifically dismantle various factors surrounding the mysterious "graphic conversion rate", especially for the various contacts of the audience directly touching the graphic. Undoubtedly, the first thing to do to improve the conversion rate of graphics and text is the fans we already have, and we call them a first-level audience. Since WeChat is a relatively closed communication channel, it does not have the ability to purchase large-scale texts and spreads like Weibo. Therefore, it is especially important for first-level audiences to read and actively spread this WeChat. In the case that the push arrival rate is close to 100%, the image opening rate and the graphic sharing rate of the first-level audience directly determine the possibility of subsequent communication. Note: 1. The graphic open rate of the first-level audience is the proportion of the official WeChat fans who have opened the WeChat graphic; 2. The image sharing rate of the first-level audience is that the official micro-fans have already sent this WeChat graphic What is the factor of sharing the circle of friends; what is the factor that affects the opening rate of the first-level audience? Let's first look at the image of the audience when they receive the information push: As shown in the above figure, there are three key details in this stage: avatar, push time and title. Avatar Generally speaking, the official avatar is the brand's LOGO. As an editor, you must ensure that the avatar display is clear and identifiable; especially for brands that take high-end boutique routes, Guan Wei's avatar also shows Out of the atmosphere, the grade of the children. Pushing time about the push time is now a lot of different opinions, the authors attribute them to the following factions: 1, the work class (between 7:30-8:00), on behalf of WeChat: love Fan Er, change themselves 2, lunch party (12:00-13:00), on behalf of WeChat: City Pictorial 3, after work (17:30-18:30), on behalf of WeChat: Catering Business School 3, dinner party (20:00-21:30), on behalf of WeChat: The Fauvist Flower Shop certainly has some "freedom when to think about when to send", which is not included in our research. The author thinks that these push times actually have their own reasons. As for how the push time is suitable for your official micro, it is recommended that the operator can do a test: the existing fans are evenly grouped, the same content is in the middle of the day. Push time, lunch time and off-hours to see the final conversion effect. After a few days of testing, you can sum up the most suitable push time for your official micro. Title Regardless of which platform is being disseminated, the title is a top priority for the effect. Regarding how to be a good title party, you can find all kinds of ABCD points on Baidu. I don't repeat the title writing skills here. Back to the title of WeChat, operators must pay attention to one detail: don't put the name of the irrelevant column in the golden position of the 13 characters in front of the title! why? Because in the list of subscription numbers, each public account only displays the first 13 characters (including punctuation) in the title! Refer to the above figure for details. For a typical example, the author pays attention to the official WeChat of a local high-end real estate company in Xiamen. Its graphic title is always “[Henghe Qishang|Asia's top ten super luxury houses] XXXX”, where XXX is the current graphic theme. As a compelling luxury brand, it is a good idea to strengthen the brand's high-end status in the customer's mind through the daily title. But back to everyone's subscription number list, the information that this public WeChat account pushes every day is “Henghe Qishang|Asia's Top Ten Super Mansions ……”. This undoubtedly reduces the desire of fans to open it, because I don't know the theme of this graphic, and I read its interests! Well, after careful planning, the audience finally clicked on our content in the long list of contents of the fold number, and we successfully entered the second stage of intimate contact with the audience, as shown in the figure: (single graphic display) (more The graphic shows that at this stage, the key factors affecting the opening rate of the first-level audience are: the number of pictures, the title, the first picture, and the abstract. How many pictures are pushed in the end? This is still an inconclusive issue. If you are doing a public account for pure information sharing, you can indeed push four or five images at a time, while ensuring that all content is valuable and meaningful. However, if you are a corporate public account with marketing purposes, the opening rate of the first article is already horrible, and you have to push four or five. Isn’t this forced the fans to cancel your rhythm? The three principles of WeChat operation 1. The principle of intention determination. According to the intention of pushing you today, the number of pushes is determined. The company made a prize-winning activity yesterday. Today, it is necessary to announce the list of winners. One company must officially launch a large-scale public welfare activity today, and it must be a separate one. Today, Liqiu, the original company A rich content of the autumn maintenance strategy, to be a separate … … "all today can not be issued", if not, then look at the second principle. 2, can be less principle as little as possible. The opening rate of each graphic will be greatly reduced according to the order of the arrangement. Instead of pushing the four pictures, the third and fourth items are not seen at all. It is better to do only one piece in a refined way. Moreover, the audience now generally has the option of phobia. You ask them to pick one in the four or five articles, they are likely to not see one; 3, the value content priority principle. Multi-Graphic's golden position is only the first one. From the experience of the audience, the quality content that is valuable to them is definitely more popular. Therefore, it is recommended that you put the exquisite and valuable content of the audience in the first place, which not only guarantees a high opening rate and transmission rate, but also makes fans feel that this is a textured and valuable account. The optimization suggestions for the title of the title have already been mentioned above. Here, we should pay attention to the difference between the single graphic and the multi-text title. The title of the single graphic is at the top of the picture, you can enjoy the title party. but! If you select multiple images, the title will be moved to the first image. At this time, there are often two lines of headlines covering the main information of the first picture, which leads to a significant decrease in the attraction of the first picture. It is recommended that all operators do a preview test before the official delivery, send the content to various versions of the phone to see the final rendering effect, to ensure that the title and the first picture can play an attractive effect. The size of the first image of the first picture is recommended to be strictly in accordance with 720 pixels * 400 pixels. The imbalance or excessive or small size will cause the image to be compressed and deformed when uploaded. What kind of first page click rate will be higher, the author summarizes the rules for your reference: 1, the dark bottom is higher than the light bottom click rate 2, if it is a scene, the night scene is better than the day, try to be There are some gorgeous effects 3, star pictures have a higher click rate 4, carefully hand-painted design is higher than the general picture summary (single picture only) single picture can choose to add a summary, multiple pictures have no abstract. What is the abstract? The abstract is the leading text below your first picture. When you do not choose to add a summary in the single image editing mode, WeChat will take the first few words of your body as a summary display by default. If the beginning of your body is very sloppy, then you don't have to add a summary; but most of the things I see are that the body of WeChat begins with an irrelevant "warm text", the audience sees your three lines of text or I don't know what you want to say in this article, then leave with anger! Therefore, once you have selected the single graphic mode, you must check whether the beginning of the text is attractive enough. If not, be sure to add a reading value description (10 tips to teach you to change from Xiaobai to professional code farmers) or teasing ( Are you shooting?) Summary. Here I recommend the official WeChat of Fan Faner, whose single graphic abstract is quite professional. Up to now, we have completed the demolition of the first-level graphic opening rate. Now that you have paid attention to a few important details and can integrate the attractive "face", the audience is in your "singularity" and then click on your content, but now it is the content to decide to spread The key moment. There are two main factors determining the sharing rate of the first-level audience: the body content and the module that prompts attention to forwarding. The content of the text Many corporate WeChat accounts are often simple and rude to get the hot content on Weibo, cut a picture, and watermarks are directly pushed out as their own content. This is a solution when the company lacks original manpower, but in the long run it is completely unhelpful for the company to achieve the goal of WeChat marketing. Going back to the origin of communication, it is still a common saying that companies must establish the goal of WeChat marketing and the positioning of their own WeChat, which is the basis for determining the content direction. Also, from the perspective of the audience, what kind of content can trigger their desire to forward and share, and what kind of content can make them feel the intention of our company. For example, if you are doing catering, you can integrate some of the techniques of autumn supplements with food photos (and even implant your own products). It must be more marketing purposes than COPY's long life philosophy. In addition, there are many customers who ask how long the length of the graphic is. The author's suggestion is small and beautiful, short and fine. Long story, dozens of pictures not only affect the speed of opening, but also make the audience "can not eat". The key to the body content is the theme you choose, the mix of your copy and image, and the typographic details. The module that guides sharing and attention behind the main body of the module that guides sharing and attention is now almost the standard for WeChat public accounts. The author has also observed that many corporate public accounts have added some design ingenuity in this module. Good design is of course extra points, but more importantly, you need to figure out what kind of crowd your fans are: if they are young, the bright colors and design pictures can of course attract their attention. But if they are over 35 years old, they are recommended to be recommended by the waiter in the restaurant. Is it simple and clear that the graphical operation will be more effective. Written here, the main factors affecting the first-level opening rate and the first-level sharing rate have been demolition. As an operator, what you can do is to let the first-level audience open and share as much as possible. As for whether this WeChat can go further, it depends entirely on your content. The author made a simple mind map for everyone to understand these details more intuitively. This article comes from [System Home] www.xp85.com