How to develop a grass-growing account?

The more typical one is "plant one grass every day" - incubated by fashion accounts and blessed by Rebecca's halo.

"Only one grass every day" is Rebecca's grass-growing account. In addition, there is also "Your bag is so beautiful" for bags.

In the one year since its establishment, "Only One Grass Every Day" has planted 222 grasses and harvested 300,000 "burning fairy grass".

As we all know, Rebecca is known as the leader of buy, buy, buy, and her fans are so sticky that others envy her. The large "Rebecca's Fantasy World" has evolved into a women's lifestyle community.

"The content of the large account is more focused on my personal sharing and is also a relatively long read, so for the small account we want to make it a short and easy read, focusing only on recommending good things." With the main account, an independent urban woman aged 25 to 35

The user positioning is different. "Only Plant One Grass Every Day" is targeted at younger people aged 18 to 28.

The establishment of Matrix Account is not only Rebecca's deep cultivation in the segmented fields, but also the exploration of younger user groups and business models.

Compared with many other grass planting accounts, the characteristics of "Only One Grass Planting Every Day" have three main points: 1. The strong driving effect of the large account.

Based on Rebecca's own brand effect and the diversion of the main account "Libeka's Fantasy World", the first article of "Only Plant One Grass Every Day" exceeded 10,000 views in 2 hours.

Before the account was created, Rebecca had already tried e-commerce and had a relatively mature internal trial mechanism and community, which laid the foundation for the trumpet.

With the help of the tuba, the trumpet has indeed achieved great results.

During the 100th day of operation of "Only a Grass Every Day", the sales of whitening pills worth more than 1,000 yuan were converted into more than 400 orders, with total sales exceeding 400,000. At that time, the number of readers was only more than 40,000. "According to the sales expenses at that time,

Look, the ROI (return on investment) of this promotion is close to 10."

2. Distinctive matrix character design.

Planting accounts requires personas, and they directly launched three: Miss No Deal - focusing on recommendations for household goods, accessories, and perfumes; Xixi, the little fairy who can't get fat - specializes in sharing makeup information, food, etc.; and a female doctor with red lips

——Scientific answers to various common myths, such as whether neck wrinkles are reversible.

According to Rebecca, the creation of the IP matrix was mainly due to previous research. “Our Xiancao fans are all young, basically born in the 90s. Different from those born in the 80s, the 90s can like many accounts at the same time. If they don’t like it, they will cancel it.

So we wanted to open an account like this that can basically cover all aspects that young women are interested in."

3. Mini program blessing.

On June 4, the mini program "Changcao Good Things Museum" was launched. 300 orders were sold in 20 minutes, and all 1,500 orders were sold out in 50 minutes.

This is Libeka’s second mini program besides “Libeka Official”.

In Rebecca's words, "Libeka Official" is a sales platform for its own brands (it was launched for the fifth time not long ago, with sales exceeding 4 million in 2 minutes), and "Zhongcao Goods Store" is a small but beautiful shopping mall.

hand shop.

The support of mini programs further facilitates the monetization of grass-growing accounts.

“Because every time no matter what we recommend, there are readers who leave messages saying that they can’t buy it/it’s difficult to buy it. Some readers even want to transfer money and ask us to help with the purchase. The purpose of this small program is to provide everyone with a reliable shopping channel to buy these products.

Good stuff.” On the day of the Dragon Boat Festival, “Changcao Good Things Museum” launched a new body scrub and sold 1,000 orders in one hour.

Similar to "Plant a Grass Every Day", accounts such as "Meow Sister Plants Grass", "Whale Yan Xihui", "Weiwei Plants Grass" and "What Did I Buy Today" also come from the internal incubation of Dahao.

It’s just that the former comes from fashion, and the latter comes from other vertical categories such as emotions.

Judging from observations in the past two years, this seems to have become a common routine for emotional accounts: starting from emotional stories, transforming into fashion and beauty, incubating and monetizing accounts, improving the brand tone through celebrity interviews, and chatting about film and television gossip.

For example, "Miaojie Planting Grass" was created in the second half of 2016.

According to reports, before the start of operations, the company already had "Good Night Boy" and "Interesting Youth" and other emotional titles that ranked among the top 500 in the new list.

"At that time, movie accounts, maternal and child accounts, beauty accounts, etc. were all possible directions for development. The reason why we chose beauty accounts was because our existing fan resources can better help the development of new accounts, and at the same time expand

A completely new field of business, plus there are many possibilities for beauty accounts.” Xie Yu, the person in charge of “Miaojie Zhongcao” said that due to the fierce competition in the Zhongcao account, they have never stopped researching every one.

New employees will be required to write content research reports on peer accounts.

Similar to Rebecca's channeling of traffic to the trumpet, in the early days, "Miaojie Planting Grass" brought many users through single promotion with other accounts. So far, the number of fans has exceeded 800,000.

“The one with the highest conversion rate was a tweet promoting a certain electric toothbrush brand when we were doing e-commerce. We sold more than 300,000 yuan for that tweet.