WeChat official account, where sheep cook a delicious food, aims to do some graphic teaching of delicious food for young people.
The characteristics of users in WeChat official 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 comes from bilibili. A research report shows that bilibili's post-90 s and even post-95 s users 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 ones to choose for the content. At the same time, there are many delicious foods in WeChat official account, and it is urgent to make a differentiated explosion topic.
In order to solve the problem of WeChat official account's topic planning, the analysis begins with the following steps:
1, extract the user tag of WeChat official account and describe the user portrait;
2. Understand the potential demand points and pain points of sheep cooking users according to the support labels and portraits;
3. According to the pain points of demand, make regular topic selection planning for the next 7 days;
4, combined with the 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:
Part of the picture comes from "Super Brother Jason"/operate/640433.html.
According to the user's label and portrait, the following points should be met according to the operation needs of WeChat official account:
In line with the trend of youth
Users are 0-29 years old, born after 90' s and 00' s, with a distinct trend of youth. They (we) pursue the trend, advocate individuality and are willing to try new things. Therefore, the operation of WeChat official account also needs to be positioned in line with the youth of users and need innovative and creative content.
Be topical
Most users like to socialize, and they have their own topic circle, game circle and boudoir circle. Some hot topics, such as celebrity gossip and online celebrity cuisine, can spread quickly in a short time, so the operational content must have the nature of communication, so that users can share it with friends.
Tonality and liveliness
Compared with home cooking, users after 90 and 00 pay more attention to online celebrity cuisine. Compared with learning to cook a big dish, young people are more willing to experience decorating flowers, assembling dishes, mixing and mixing, etc. 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 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 food for young people.
The topics are as follows:
User groups: post-90s and post-00s office workers, student parties and young people.
Demand pain point 1 Parents are not at home, and I am tired of taking out food. 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: A dish suitable for one person is better than having fun alone.
·? Introduction to cooking: Aauto Quicker cuisine with simple operation and 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 film sets and ovens.
·? Production: materials? Accessories? Cooking skills? Comparison of practices? ……
·? Frequently asked questions: Why flour should be sieved, skills of beating protein, baking problems, how to judge whether it is ripe or not, how to invert the cake after baking, and conversion methods ...
Interactive comment: What does the first hurricane cake you made look like?
·? Cooking fun: never let your wife bake! Ha ha ha ha ha ha (girl rabbit)
Demand pain point 3 How can a girl who is not good at cooking grasp her boyfriend's stomach?
·? Menu recommendation: French dessert, western breakfast, homemade cake, family hot pot ...
·? Popular Raiders: Petty bourgeoisie food shop, Midnight Food Store cuisine, food stalls, popular restaurants.
·? Gourmet skills: common accessories, matching skills, common side dishes collection, common cooking tools, what low-fat ingredients are there, etc.
·? Healthy diet: the welfare of the homebody who is not fat, the Eddie Peng Yuyan/Mabel Yuan cookbook was first published.
·? Food appreciation: online celebrity's works, 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: Your favorite cartoon character, which cartoon do you like best ...
·? Classic anime characters: take stock of the classic foodies in anime, and love to take stock of food.
·? Classic animation scene: How many noodles did Koizumi, a classmate 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: push daily according to the logical tree of keyword selection.
Special column: dig deep into users' pain points and make deep explosions.
Hot spot push: keep up with peers and follow hot topics.
"Q: How can I have a husband like Eddie Peng Yuyan? Start with him from "eating" ~ "
Covering the crowd: the vast number of fans
Keep up with the hot spot: Eddie Peng Yuyan naked
Topic angle: healthy diet recipes, the secret of not getting fat, celebrity recipes recommendation, etc.
"I'm not a drug god, but I eat god! ! ! 」
Covering the crowd: delicious everybody
Keep up with the hot spot: I am not a drug god
Topic selection angle:
-Taking advantage of the enthusiasm of the drug god, describing an ultimate foodie in a personalized writing style, and some (funny) stories happened in order to eat self-taught baking and homemade hot pot;
-Collect fan messages in advance, and tell stories that happened to eat.
"Oh, my baking is the best in the world! 」
Covering the crowd: this is really everybody.
Keep up with hot spots: Not long ago, the girl rabbit had an explosive article "Never let your wife bake", which mainly expounded all kinds of funny content that a husband was tortured by his wife's baking.
Topic selection angle:
-As a companion piece of "Never let your wife bake", I fought back against this article and continued to write the story that my wife worked hard to learn how to bake for her lover.
-It's really not easy to arouse the voice of the broad masses of female compatriots and bake, hahaha.
"Summer online celebrity Life-saving Ice Drink New Collection" is coming.
Covering the crowd: everybody who lives on online celebrity.
Topic selection angle: Combined with the hot weather, the broad masses of people urgently need the pain points of relieving fever and cooling down.
Combine human characteristics: follow the trend and pursue the trend.
"Warm cry, she bought a lollipop for her 65-year-old father." Before my parents get old, I want to take them to taste delicious food all over the world.
Covering the crowd: everybody as a child
Topic selection angle: avoid the mainstream travel food strategy, take traveling with parents as the starting point, and recommend some foods that are loved by all ages.
Combine human characteristics: gratitude, kindness and filial piety, and accompany parents to their old age.
"Besides crayfish, we also found these in the World Cup in Russia ..."
Covering the crowd: a wide crowd full of curiosity
Keep up with big hot spots: World Cup, crayfish
Topic Angle: Different from crayfish, other China delicacies that sell well abroad.
END