The official WeChat account of "Mutton Cooked Food" aims to do some graphic teaching of food for young people.
The user characteristics of WeChat official account are as follows:
1. Guangdong has the largest audience, followed by Jiangsu, Shanghai, Zhejiang and coastal areas;
2. The ratio of male to female reaches an astonishing 3:7 (the ratio of male audience is rising now, but it has not yet reached 40%);
3. The age of fans is mainly 18-29 years old, followed by 0- 17 years old.
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 what 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 begins with the following steps:
1, extract the user tag of the official WeChat account and describe the user portrait;
2. Understand the potential needs and pain points of sheep food users according to the supporting labels and portraits;
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 label and portrait, 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 the official WeChat account also needs to locate the content that conforms to the younger users and needs innovation and creativity.
Become a hot topic
Most users like to socialize, and they have their own topic circle, game circle and girlfriends circle. Some hot topics, such as celebrity gossip and online celebrity food, can spread quickly in a short time, so the operational content must be of a spreading nature so that users can share it with friends.
Tonality and vividness
Compared with home cooking, post-90 s and post-00 s users pay more attention to online celebrity food. Compared with learning to cook a big dish, young people are more willing to experience decorating flowers, assembling dishes, mixing and stirring. The operation content needs to bring some dramatic and entertaining effects on the basis of novelty, which will firmly attract users and see what new tricks this operation number has.
According to the user tags, describe the pain points of users and analyze the potential needs of users 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, so I'm tired of takeout. What can I eat besides instant noodles?
? Recommended recipes: instant noodles+eggs, ham salad, bean jelly cold noodles and various kinds of porridge.
? Topic: A dish suitable for one person is better than having fun alone.
? Cooking Introduction: Automatic cooking is faster, easier to operate and has low failure rate.
? Food recommendation: homemade mala Tang, homemade Guandong cooking …
? Artifact recommendation: A magical small 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 membrane group 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 mature, how to turn the cake after baking, and the conversion method. ...
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 shops, midnight food shops, food stalls and popular restaurants.
? Gourmet skills: common accessories, collocation skills, common side dishes collection, common cooking tools, what low-fat ingredients are there, etc.
? "Healthy Eating: the Welfare of Non-fat Family Members", Eddie Peng Yuyan Yuyan/Mabel Yuan Cooking Book was first published.
? Gourmet appreciation: the works of online celebrities, Michelin's works, various collocations (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: What's your favorite cartoon character and which cartoon do you like best? ...
? Classic anime characters: take stock of classic foodies in anime and love to eat delicious 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 pain points of users and make deep explosions.
Hot spot push: keep up with peers and pay attention to hot topics.
"Q: How can I have a husband like Eddie Peng Yuyan Yan Yu? Let's start with "eating" with him ~ "
Covering the crowd: fans
Keep up with hot spots: Eddie Peng Yuyan Yuxi nude photos
Topic angle: healthy diet recipes, secrets of not getting fat, celebrity recipes recommendation, etc.
"I am not a god of medicine, but I am a god of food! ! ! 」
Covering the crowd: delicious everyone
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 of an ultimate gourmet in order to eat self-taught baking and homemade hot pot in a personalized writing style;
-Collect fans' messages in advance, and tell stories that happened during dinner.
"Oh, my baking is the best in the world! 」
Covering the crowd: this is really everyone.
Keep up with the hot spots: Not long ago, Rabbit Girl had an explosive article "Never let your wife bake", which mainly expounded various funny contents of a husband who was tortured by his wife's baking.
Topic selection angle:
As a companion piece of Never Let Your Wife Bake, I countered this article and continued to write the story that my wife tried to learn how to bake for her lover.
It's really not easy to arouse the voice of the majority of female compatriots and bake them, hahaha.
"New Collection of Life-saving Iced Drinks by Online Celebrities in Summer" is coming soon.
Covering the crowd: everyone who lives by online celebrities.
Topic selection angle: Combined with the hot weather, the broad masses of people urgently need to reduce the pain point of fever and cooling.
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 raiders, 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 vast crowd full of curiosity
Keep up with hot spots: World Cup, crayfish
Topic Angle: Different from crayfish, other China delicacies sell well overseas.
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