Wechat official account, the sheep cooks a delicious one, aiming to do some delicious graphic teaching for young people.
The user characteristics of the official WeChat account are as follows:
1. Guangdong has the largest audience, followed by people from Jiangsu, Shanghai, Zhejiang and coastal areas;
2. The ratio of male to female reaches an astonishing 3:7 (the proportion of male audience is rising now, but it still does not reach 40%);
3. The age of fans is mainly 18-29 years old, followed by 0- 17 years old fans.
The audience mainly came from Li Li. According to a research report, users after 90 or even 95 are most concerned about three things: games, animation and stars.
At present, the main problems are:
? There are so many delicious foods that I don't know which one to choose. At the same time, there are many delicious foods in the official account of WeChat, and it is urgent to make a differentiated explosion topic.
In order to solve the topic planning problem of WeChat official account, the analysis is started from the following steps:
1, extract the user tag of the official WeChat account and describe the user portrait;
2. According to the supporting labels and portraits, understand the potential demand points and pain points of sheep cooking users;
3. According to the pain points of demand, do a good job in the regular topic selection planning for the next 7 days;
4, combined with hot events at this stage, planning explosive copy.
According to the above user tags and social experience, the user portrait can be described as follows:
Some pictures are from "Super Brother Jason"/operate/640433.html.
According to the user's tags and portraits, according to the operational requirements of the official WeChat account, the following points should be met:
In line with the trend of young people
Users are 0-29 years old, born after 90 and 00, and the trend of youthfulness is obvious. They (we) pursue the trend, advocate individuality and are willing to try new things. Therefore, the operation of WeChat official account also needs to locate the content that conforms to the user's youthfulness and needs innovation and creativity.
trending topic
Most users like to socialize and have their own topic circle, game circle and boudoir circle. Some hot topics, such as celebrity gossip and online celebrity food, can spread quickly in a short time, so the operating content must have the nature of communication for users to share with friends.
Tonality and vividness
Compared with home cooking, users after 90 and 00 pay more attention to online celebrity food. Young people are more willing to experience decorating flowers, assembling dishes, mixing and stirring than learning to cook a big dish. The operation content needs to bring some dramatic and entertaining effects on the basis of originality, firmly attract users and see what new tricks this operation number has.
According to the user tag, describe the user's pain points and analyze the user's potential needs as follows:
Orientation of sheep cuisine: graphic menu, food guide, travel notes, graphic teaching of young people's food.
The themes are as follows:
User groups: post-90s and post-00s office workers, student parties and young people.
The pain point of demand is 1. My parents are not at home, and I'm tired of takeout. What can I eat besides instant noodles?
? Recommended recipes: instant noodles+eggs, ham salad, cold noodles with cold rice noodles, and various kinds of porridge.
? Topic: The food eaten by one person is not as good as having fun by one person.
? Introduction to cooking: simple operation, low failure rate and faster automatic cooking.
? Food recommendation: homemade mala Tang, homemade Guandong cooking …
? Artifact recommendation: A magic pot can solve 92% of your cooking problems.
Demand pain point 2 girlfriends skillfully learned to make hurricane cakes, why can't I?
? Appreciation of Qifeng Cake: What does the perfect Qifeng Cake look like, and what are the new ways to play it (to stimulate interest)?
? Material selection: what ingredients are needed, the main procurement channels, and the key points of selecting the chip set and oven.
? Production: materials? Accessories? Cooking? Comparison of practices? ……
? Frequently asked questions: why flour should be sieved, the skills of beating protein, baking problems, how to judge whether it is ripe or not, how to turn the cake upside down after baking, and conversion methods. ...
Interactive comment: What was the first hurricane cake you made?
? Cooking fun: never let your wife bake! Ha ha ha ha ha (girl rabbit)
Demand pain point 3 How do girls who are not good at cooking catch their boyfriends' stomachs?
? Recipe recommendation: French dessert, western breakfast, homemade cake, family hot pot …
? Popular Raiders: Petty bourgeoisie food shop, midnight food shop, food stalls, popular restaurants.
? Gourmet skills: commonly used accessories, matching skills, commonly used side dishes, commonly used cooking tools, what low-fat ingredients are there, etc.
? Healthy Eating: The Welfare of Non-fat Family Men, first published by Eddie Peng Yuyan Rosa/Mabel Yuan Cookbook.
? Gourmet appreciation: the works of network celebrities, Michelin's works, all kinds of collocation (such as durian's various practices)
Demand pain point 4 I am a super anime fan and I am also keen on eating.
? User survey: Who is your favorite cartoon character? Which cartoon do you like best? ...
? Classic anime characters: take stock of classic food in anime and love to take stock of food.
? Classic animation scene: How many noodles did Koizumi, who loves to eat Lamian Noodles, eat? ...
? Theme restaurant recommendation: the theme restaurant that anime people must go to, and the classic restaurant reappears.
Fixed column: the logical tree selected according to keywords is pushed daily.
Column: dig deep into the user's pain points and deeply explode.
Hot spot push: keep up with peers and pay attention to hot topics.
Q: How can I have a husband like Eddie Peng Yuyan Yu Yan? Let's start with his "eating" ~ "
Covering the crowd: fans
Keep up with the hot spot: Eddie Peng Yuyan Yuyan naked.
Topic angle: healthy diet recipes, the secret of not being fat, celebrity recipes recommendation, etc.
"I am not a god of medicine, but I am a god of food! ! ! 」
Covering the crowd: delicious people
Keep up with the hot spot: I am not a drug god
Topic selection angle:
-Taking advantage of the enthusiasm of the drug god, he described some (funny) stories that happened in order to eat self-taught baking and homemade hot pot with personalized writing;
-collect fan messages in advance and tell the story of eating.
"Oh, my baking is the best in the world! 」
Covering the crowd: this is really everyone.
Keep up with hot spots: Not long ago, the girl rabbit had an explosive article "Don't let your wife bake", which mainly expounded all kinds of funny content about a husband being baked painfully by his wife.
Topic selection angle:
As a companion piece of Never Let Your Wife Bake, I countered this article and continued to write the story of my wife trying to learn how to bake for her lover.
-Arouse the voice of the majority of female compatriots, baking is really not easy, hahaha.
The "New Collection of Life-saving Ice Drinks by Internet Celebrities in Summer" is coming.
Covering the crowd: all the people who live on internet celebrities.
Topic selection angle: combined with the hot weather, the broad masses of people urgently need the pain point of reducing fever and cooling down.
Combined with human characteristics: follow the trend and pursue the trend.
"Warm crying, she bought a lollipop for her 65-year-old father." Before my parents get old, I want to take them to taste delicious food from all over the world.
Covering the crowd: everyone is a child
Topic selection angle: Avoid the mainstream travel food strategy, and take traveling with parents as the starting point to recommend some foods suitable for all ages.
Combine human characteristics: gratitude, kindness and filial piety, and accompany parents to their old age.
"In addition to crayfish, we also found these at the World Cup in Russia ..."
Covering the crowd: a wide crowd full of curiosity
Keep up with the big hot spots: World Cup, crayfish
Topic Angle: Different from crayfish, other China delicacies sell well overseas.
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