Sheep cooking a food public number, positioned for young people in this group to do some food graphic teaching.
Now the public number of the user characteristics are as follows:
1. Guangdong Province has the largest number of viewers, followed by Jiangsu, Shanghai, Zhejiang, people along the coast;
2. The ratio of men to women has reached a staggering 3:7 (nowadays the proportion of male viewers is rising, but still not up to 40%);
3. The age of the fans is concentrated in the age of 18-29 years old, followed by 0-17 years old fans. age fans.
4. the main source of audience is from B station. According to a research report: the post 90s and even post 95s users of B station are most concerned about three things: games, anime, and stars
The main problems at present are:
? There are too many food, do not know to pick which food to do content; at the same time, there are also many food public number on the market, there is an urgent need to do differentiated explosive selection.
In order to solve the problem of public number selection planning, start analyzing from the following steps:
1, extract the public number of user labels, describing the user profile;
2, based on the embracing labels and portraits, to understand the potential demand points and pain points of the sheep cuisine users;
3, according to the demand points of pain, to do the next 7 days of regular selection planning;
4, combined with the hot events at this stage, planning explosive copywriting.
Based on the above user labels, relying on social experience, the user profile can be initially described as follows:
Part of the picture comes from "Jason" /operate/640433.html
Based on the user labels and profiles, the operation of public numbers need to meet the following points.
The users are 0-29 years old, formally 90, 00 generation, with a distinctive trend of youth, they (we) the pursuit of trends, advocate personalization, willing to try new things, so the public number operation needs to be consistent with the user's youthful orientation, the need for innovative creative content provision.
With the topic
Most users prefer to socialize, have their own circle of topics, game circle, circle of girlfriends, some hot content, such as celebrity gossip, net red food can be quickly spread in a short period of time, so the operation of the content must have the nature of the dissemination of the user is happy to share with the circle of friends.
Lively tone
Compared to the home cooking, 90, 00 users are more concerned about the net red food, compared to moving income to learn to do a big dish, young people are more happy to experience the framing, platter, mix and match, etc., the operation of the content needs to be based on the novelty of the basis, to bring some dramatization, entertainment nature of the effect of the user will be attracted to look at the operation of the number of what a new trick.
According to user labels, depicting user pain point scenarios, analyzing the potential needs of users are as follows:
Sheep cuisine positioning: graphic recipes, food tips, travel travelogues, food graphic teaching for young people exclusively.
Selection points are as follows:
User groups: 90, 00 after the office workers, students, young people
Demand pain points 1 parents are not at home, tired of takeout, in addition to instant noodles what else can eat?
-? Recipe recommendation: instant noodles + egg, ham salad, cold skin and cold noodles all kinds of porridge
-? Featured dishes: enjoyable dishes for one person
-? Cooking: easy to operate, low failure rate of the fast food
-? Food Recommendation: Homemade Spicy Hot Pot, Homemade Kanto Boil ......
-? The gods recommended: a magical little pot, to solve 92% of your cooking problems
Need pain point 2 girlfriends dexterity learned to do chiffon cake, how can I still do not know it?
-? Chiffon Cake Appreciation: What does a perfect chiffon cake look like, and what are the new ideas to play with (to stimulate interest)
-? Selection: what ingredients are needed, the main procurement channels, film utensils, oven selection points
-? Preparation: What are the ingredients? Accessories? Cooking techniques? Comparison of practices? ......
-? Frequently Asked Questions: Why sift flour, whipping egg whites, baking questions, how to tell if it's cooked, inverting the cake after it comes out of the oven, conversions ......
-Interactive Comments: What did the first chiffon cake you made look like?
-? Cooking Fun Fact: Never let your wife play baking! Hahahahahahahahaha (teenage rabbit)
Need Pain Point 3 How can a girl who is not very good at cooking catch her boyfriend's stomach?
-? Recipe recommendations: French desserts, Western breakfast, homemade cakes, home hot pot ......
-? Popular Tips：Small-capacity food store, late-night diner cuisine, big stalls, popular restaurants
-? Food Tips: Commonly used accessories, matching tips, common side dishes collection, common cooking tools, what are the low-fat ingredients, etc.
-? Healthy Eating: Eat without gaining weight, Peng Yuyan/Yuan Shanshan's recipes are disclosed for the first time
-? Food Appreciation: Netflix works, Michelin masterpieces, various combinations (e.g., various ways to make durian)
Requirement Pain Point 4 I'm a huge anime fan, and I'm also passionate about eating
-? User research: your favorite anime characters, which anime is your favorite ......
-? Classic Anime Characters: A list of classic anime eaters who love food
-? Classic anime bridge: love ramen Koizumi students *** eat how many noodles ......
-? Theme restaurant recommendations: anime people must go to the theme restaurant, the classic restaurant reproduction
Fixed columns: based on the keyword selection logic tree for daily push
Special columns: digging into the user's pain point needs, to do the depth of the explosive
Hot push: follow the peers, to catch up with the momentum of the hot topic
"Q: How to have a husband like Chris Pang?
Coverage of the crowd: the majority of fans
Follow the big hotspot: Peng Yuyan nude
Selection of the angle: healthy eating recipes, the secret of eating not fat, celebrity recipes recommended and so on and so forth
"I'm not the God of medicine, but I'm the God of food!
Coverage of the crowd: delicious everybody
Follow the big hotspot: I am not the God of Medicine
Selection angle:
- rubbing the God of Medicine's hotness, with a personified writing style, describing an ultimate foodie, in order to eat self-taught baking, homemade hot pot and so on happened some series of (hilarious) stories;
- prior to solicitation of fans message
Coverage of the crowd: this is really everybody
Follow the hot spot: not long ago, the girl rabbit has a pop article "do not let your wife do baking", mainly to explain a certain husband by his wife's baking tormented by all kinds of hilarious content
Selection of Angle:
- as "the" baking, the "baking" is the most important thing to do, but it is also the most important thing to do.
- As a sister article of "Don't Let Your Wife Do Baking", it is a counter-attack to the article, and continues the story of a wife who learns to bake for her lover with all her heart and soulhhh
- Calls out to the majority of female compatriots that it's really not easy to do baking.
Covering the crowd: everyone who relies on Netflix to keep them alive
The angle of the topic: combining the hot weather, the majority of the crowd in urgent need of relief from the heat to cool down the pain point
Combined with the characteristics of human nature: to follow the trend, the pursuit of the trend
"Warm cry, she bought a lollipop for her 65-year-old father" before her parents grow old, I want to take them to taste all over the world
Covered by the "Summer Netflix Ice Drinks" collection. Cuisine
Coverage of the crowd: as the children of everyone
Selection of the angle: avoid the mainstream travel food strategy, to accompany their parents travel as an entry point to recommend some of the old and young love food
Combined with the characteristics of human nature: thanksgiving, goodness, filial piety, accompanied by their parents to the old
"In addition to crayfish, we have found the Russian World Cup in the These ......"
Coverage of the crowd: a wide range of people full of curiosity
Follow the big hotspot: the World Cup, crayfish
Selection of the angle: different from the crayfish, other Chinese food that sells well abroad
END