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不懂用户,怎么做新媒体运营

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发表于 2019-7-15 10:06:55 | 显示全部楼层 |阅读模式
“你阻止不了改变,就像你阻止不了太阳下山一样。”——施密特·天行者《星球大战》

据腾讯官方统计,市面上的公众号数量已经超过2000万个。
自2012年诞生至今,公众号已经了迎来下半场,不少大号打开率下降,僵尸粉越来越多,自媒体圈也开始纷纷唱衰公众号。
但是,从2017年微信官方公布的数据来看,月活跃公众号达到了350万个,较去年增长14%,月活跃粉丝数7.97亿,也较去年增长了19%,公众号平台活跃度不降反升。
最近几个月,不少小号凭借爆款内容崛起。
樱桃画报《如何假装成一个好妈妈》阅读量1500万,在这之前,这个号仅仅是每周发一篇推文,平均阅读量几万的小号。
“小多酱”的运营者原本打算卖号,后来凭借周杰伦热点,一夜涨粉25000,起死回生。
视觉志的《谢谢你爱我。》阅读量飙升至4000万,据说老板给这位小编奖励了一台iPhone X。
上面说到的公众号,他们的内容自成一派,或温暖、或有趣、或深度,但从本质上来说,都是用户喜爱的内容。这些内容,往往都是戳中了用户的共鸣点,才能够引爆传播。
对共鸣点的把控,是新媒体运营必备的核心技能。好的内容,自带传播属性,好的新媒体运营,懂得洞察用户心理。
一、不以用户为中心的内容,都是耍流氓
在新媒体时代,内容传播方式发生了翻天覆地的变化。内容从单向变为双向传播。
纸媒时代,作者和用户之间很少存在互动关系,很多作家、编辑、记者不需要看用户脸色去生产内容。现在,一篇文章推送之后,用户是否喜欢,有什么反应,会通过评论、点赞等形式反馈给作者。
如果我们还是按照传统的思路,写东西端着,懒得去管用户的需求,那肯定是做不好内容的。
所以,在新媒体时代,我们要多多了解用户,制造他们喜欢的内容。就像谈恋爱的情侣,多多了解对方的想吃什么、想玩什么,对症下药,增进彼此之间的感情。
新世相张伟曾说:
做传播,不用想传播,跳出来,回到本质,你究竟要影响谁?他们每天痛苦在哪?为什么焦虑?你能不能帮帮他们?
我们都知道,运营的写作能力,是一栋大厦的地基,决定了你是否能做好内容,而洞察用户心理的能力,则是大厦的楼层,决定了一个编辑是否能制造出带有传播性的内容,把大厦盖得更高,更引人注目。
写作能力加上用户能力,才是一个懂传播的运营高手。
二、3种典型的用户心理
随着传播方式的改变,用户心理也发生了大变化。受众不仅仅满足于消费信息,还更想要又快又多、有趣有用、阅读体验好的内容。
1.又快有多(可爱多)
用户想知道得比别人快。
前一阵子,薛之谦和高鑫磊复合,一夜之间成为了微博热门事件。我早上起来忘记刷微博,没注意,结果到了办公室,看到朋友圈好多人在转这条消息。
坐定,遂问同事:
你知道吗,薛之谦跟高鑫磊复合啦,想到选题没?
同事一脸嫌弃看着我:
昨天的事情,你也好意思现在和我说?
刷屏事件出现后,大家都想知道得比别人快,然后在朋友圈、社群里面和别人分享,好像在炫耀自己:我先知道这件事的哦,你们快来看看!
其次,用户还想知道得更多。
大家平时看一些热点文章,里面的内容都会描述一下时间,搜集各路网友的评论、观点,整合到一起,让读者了解事件的全貌。
最近江歌案火遍大江南北,有一篇《江歌遇害案:煽动三十万人联名杀人,江歌妈妈的残忍,才是人间最后的温情》在朋友圈里面刷屏。
这篇文章阐述了整个案件的过程,不仅有刘鑫的聊天记录、采访视频,还顺带讲了江歌小时候的家庭环境,把整件事情都描绘出来,给读者看。
这篇文章的阅读量有上千万,3万个赞。许多人看了以后纷纷转发出来。
相对于简短的消息,用户更爱分享信息量丰富的内容。
2.有趣有用(趣味多)
好看的皮囊千篇一律,有趣的灵魂万里挑一。
新媒体时代的受众,更容易被那些好玩有趣的内容吸引,我们要讲究的是,如何把抽象的知识,用人格化的形象,加上幽默的口吻,讲解给受众听。
在《你花800万买学区房,但我宁愿买这份育儿指南》这篇文章里,作者就以幽默的口吻,调侃解说新生儿的各个身体部位。当时,许多公众号都在剖析学区房引发的焦虑,但是这个账号就剑走偏锋,从新生儿的角度入手,引发了许多妈妈的讨论。
有用,就是我们通常说的干货类文章,用户看完即可上手实操。
比如《你的每条朋友圈,都暴露了你是不是个合格的运营》这篇文章,里面就讲到了各种各样发朋友圈的姿势,包括但不限于发送时间、内容呈现、图文排版等等技巧。
做有用的内容相对来说比较容易,但是要同时兼顾有趣,就比较困难了,需要编辑非常熟悉用户的痛点。
3.阅读体验(美丽多)
在这个眼球经济时代,我们要学会帮助用户节省时间,否则他们的注意力很容易被竞争对手夺走。
整个公众号行业已经进入了下半场,我们不仅要写的好,还要照顾用户的阅读体验,让他们看得爽。
某国民女作家(你们懂的)的内容非常紧凑,而且短句很多,能够快速引导用户阅读,节奏把握得很好,看她的文章,就如行云流水,一气呵成。
除了阅读体验外,账号的颜值也很重要。
关于文章的视觉设计,有一句鸡汤这么说:
没人有义务,通过你邋遢的外表,发现你优秀的内在。
在用户点开图文之前,对内容好坏的印象也往往来自于排版,长期保持一定的风格,也会塑造公众号的品牌形象。
有一些公众号的推文封面,都会有专门的插画师来绘制。
还有其它的账号,以封面图+文字样式的设计为主。
除了封面图设计以外,配色保持统一也是个加分项。多图文封面一般都会采用相同色系配图,像我这种强迫症看了,简直舒畅无比。
另外,“新世相”、“丁香医生”、“GQ实验室”都会在自己封面上加LOGO,增强品牌辨识度。

出于篇幅限制,还有许多面容姣好的公众号无法一一列举。

作为一名称职的新媒体人,应该以服务者的姿态提供内容,不仅要让用户觉得内容好,还要让他们看得爽(视觉设计)。
三、3点式传播法则
要想戳中用户的共鸣点,我们要懂得3件事:借势热点、死磕痛点、同行抄点。
1.借势热点
热点如此多娇,引无数小编尽折腰。
追热点新媒体小编必备的技能,也是让他们痛苦无比的一件事。我每天都要刷社交媒体,来寻找选题,快速响应并撰写推文。
刚接触追热点的时候,我不知道从何入手,文章的阅读量不高,后来学到了一个套路公式:热点关键字+内容定位+用户痛点。
举个例子,我是一个高校公众号的运营者,最近双11就要来了。首先,确定热点关键字,我们筛选出剁手、买买买、淘宝、马云、单身狗、购物车等等词语,结合学生用户痛点,就可以列出选题了。
  • 《适合学生党双11剁手的宿舍神器》
  • 《学生党双11虐狗指南》
  • 《女朋友帮我清空购物车,是一种什么体验?》
用好这个公式,妈妈再也不怕我没有热点选题啦!
2.死磕痛点
痛点,就是读者平时日思夜想的那些东西,比如丑、穷、矮、胖就是一般大众的痛点,选题、10W+、热点、阅读量就是新媒体小编的痛点。
我们需要明确公众号的细分群体,梳理出他们日常生活中的焦虑和痛苦,变成自己的选题库。
同样是做高校类账号,有的账号就专门针对海外留学、有的针对一本院校、有的针对专科院校,也有的针对高校教师,只有做到细分群体,我们才有机会贴近特定的受众群体,贴近他们的生活。
举个例子,大家都从学生毕业出来工作的人,那我们可以想想,在校生一般的痛点是什么?
大一新生对4年的规划,怎么处理好学习和娱乐的关系?
大学期间怎么利用课余时间充实自己?
穷学生怎么赚外快?
怎么和室友相处?
把这些问题都梳理出来,你就拥有了一个源源不断的选题库。
3.同行借点
作为一个称职的新媒体运营,我们除了关注自己账号的数据,还需要关注同行的账号,取其精华,去其糟粕。借鉴他们的选题灵感。
这里并不是提倡大家去抄袭或洗稿,而是看看他们有哪些地方做得好,我们可以直接拿来用,而且,他们的选题也可以成为我们选题灵感的来源。
前半年,客户准备推自己的短信产品,需要我们出一个和产品结合的软文,一开始,我冥思苦想,日思夜想,完全没有思路和灵感,后来,看到一个大号的选题,写了90后的童年回忆。
这时候,我就开始想到点子了。在诺基亚的时代,非常流行发短信,许多同学很喜欢用9宫格键盘打字,而且大家盲打都非常厉害。
我灵光一闪,是不是可以把诺基亚带给90后的回忆,结合到客户的短信产品上面呢?
说干就干,我马上写了方案,策划了一期话题互动。下午,推文一发出去,后台几个小时内就涌入了2000条留言。后来,客户爸爸也对这个推文的内容非常肯定。
大家可以多借鉴其它大号,或者同行的选题灵感,说不定运气好,你也能够写出一篇爆款文章呢?
尾巴
作为新媒体运营,我们需要洞悉用心理,才能够成为传播高手。通常,新媒体时代的用户都想要又快又多、有趣有用、阅读体验好的内容。
针对这3点用户心理,我们需要学会借势热点、死磕用户痛点、借鉴同行经验,来提高自己的用户洞察能力和传播能力。
前几天,看到腾讯智库的研究数据,有一句话这么说
“用户对内容泛滥表示担忧,优质内容的价值正在回归。”
其实,无论是在纸媒时代,还是新媒体时代,优质的内容始终是自带传播属性的,也许,属于我们内容创作者的时代,才刚刚到来呢?
END

作者:煎鱼小威,运营圈的英文达人,简书推荐作者,微信公众号:煎鱼小威(Englishpicks)
本文由 @煎鱼小威 原创发布于人人都是产品经理。未经许可,禁止转载。
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