01

The easiest channel for grassroots entrepreneurs to succeed is wechat, which I have never changed.

Now it is 2020, I still hold the same view. Although the stunts of short videos in 19 years have far surpassed wechat, I never think short videos are for grassroots. It has been proved that 95% of people who tried to layout short videos failed.

If you ask me how can grassroots make a fortune in the short video industry? My answer is only one: don’t be leek to be sickle, idle fish Taobao to learn all the short video materials, and then package yourself as a short video training master, and finally to harvest those who are itching for short video, so do not guarantee you make money but certainly won’t lose money!

The opportunity to make money in the short video is much smaller than wechat, countless grassroots through wechat turned over, this magnitude is far more than short video dozens of times.

But will it be easy to make money on wechat in 2020?

In fact, after so many years of development, wechat has long become a national application, and micro-marketing entrepreneurs also continue to discover the play of wechat.

Until now, although I always think wechat is the easiest way to start a business on the Internet, but I don’t think it will be very easy to make money on wechat in 2020.

02

There is no doubt that the environment of wechat has always been “strict”. The purpose of wechat is to provide users with a good social check-up, which will never change.

If the risk control is not “strict”, then micro-marketing entrepreneurs can only treat users more “intensified”, no rules no radius, this we rest assured that the risk control environment will never improve, can only be more and more strict.

Let’s take stock of the ecology of wechat. The ecology of wechat has always been closed loop, and its ecological composition is also very simple: personal wechat, wechat group, circle of friends, public number, small program, of course, now we have to add a video number.

Don’t worry about wechat how to change, wechat big ecosystem has been finalized, as the grassroots of us, in wechat entrepreneurship is basically around these several ecological turns.

So what are the main problems facing wechat ecology now?

Personal wechat:

Wechat friends are the basis of micro marketing, and the risk control is the most strict. With more and more restrictions on adding friends, the cost of drainage is getting higher and higher. I have reiterated a very important problem before.

For the current stage of micro marketing, a lot of people stuck is not the drainage channel broken, but the flow to we have no reliable flow pool bearing. Our current flow pool is very vulnerable, do not make a day of total annihilation.

The public no. :

Public account from 13 years of development to now, its competition is already a red sea, I have always believed that the public account is a content creation platform, to the present stage of high-quality content more prominent requirements.

No content is a decoration, a lot of people want to do the public number, but you have thought about what kind of public number you will pay attention to?

But relying on wechat entrepreneurs, 99% of them are unable to produce high-quality content, specifically to write articles.

In fact, I always think that the role of the public is to give the user value output of a carrier, for precipitation backup users, relative to the personal number and wechat group I do not think is a good choice, you can not output quality content, the public number of users or a pool of backwater.

I give a lot of micro marketing players who do not have the ability to ecological quality content made the most advice is not to register the public account, that will only become a burden to you, but will become an effort to do not please the choice.

Friends:

The role of the circle of friends is needless to say, I always thought that is your foreign a circle of friends “face”, this picture that you “face” of how beautiful, so how good are you foreign aura, especially for individual IP, the role of the circle of friends is very important, is the only way to realize user passive channels of communication with you.

Video no. :

The video number has not yet been tested. Personally, I think the video number is the last blog of Tencent’s short video layout. At present, the flow of Tencent Micro video is difficult to compare with Douyin and Kuaishou.

In this case, Tencent layout of short video can only find a new way, but it is impossible to develop an independent app to do short video, so that the probability will go back to the old road of micro vision.

In the future, the video account will be connected with the public account of the picture and text, to maximize the users of Douyin Kuaishou back to wechat, and then extend the users’ wechat use time.

The emergence of the video account also reduces the cost of creating short videos anytime and anywhere in the closed loop of wechat. In the later stage, a large number of short video entrepreneurs will enter the video account, so that the public account of text and text will be formed with the video account, and the 1.1 billion active users of wechat will burst out great energy.

So from my personal point of view, I am still relatively optimistic about the future of video number.

Small program:

There is nothing to be said for applets. If you look at Aladdin’s list of applets, the head is basically occupied by social e-commerce applets, and the second tier is some app-based applets. Applets have a very harsh reality: users rarely actively access applets.

Social electricity small program has a large data, 80% of the transaction basically is to rely on community with goods, so from this point, I don’t watch the small program independent existence, and the premise of small programs play value, must be use WeChat group, this kind of channel to communicate with users to form a good circle of friends to maximum full play out the value of the small program.

WeChat group:

Personal wechat restrictions are more and more strict, in fact, now a lot of micro marketing entrepreneurs have put friends back up channels from the personal number to the wechat group, this is of course a helpless practice.

Times make heroes, since you can not change the environment to adapt to the environment, the wechat group as a channel to back up friends is not bad, it is better than being a nest of end.

From my personal point of view, wechat group is the lowest ecological threshold of all wechat, and it is also the easiest to master. Compared with the public account, small program, including the operation of the later video number, the threshold of wechat group is much smaller.

We do not deny that wechat group now also have a lot of problems, such as group members are not active, but from the perspective of traffic and fans precipitation, I still think in 2020 to wechat group as the basis, micro-marketing entrepreneurs still have a lot to do.

03

Into the above analysis, we must also understand the ecology of wechat, so in 2020, the whole industry is in the cold winter, how should grassroots entrepreneurs attack through wechat?

I’ll cut to the chase here. As I said above, most wechat entrepreneurs do not have the ability to produce high-quality content, such as writing and shooting videos, so the public number and video number can be excluded.

Most people do not have the ability to develop small programs, and the cost of developing small programs including the later budget will be very high, so small programs can also be excluded, so for most of the micro-marketing entrepreneurs in 2020 rely on wechat to make money, basically can exclude small programs, public, video number.

I only say here is not have high quality content production capacity of micro marketing players, not for all micro marketing players, if you have high quality content production capacity, of course, you can put the wechat group, public number, video number together through, so that your later competitiveness will be very strong.

So, for most of the micro marketing players, 2020 in micro channel to make money only one way to go, I called him 2020 micro channel will earn formula!

This must earn formula is: KOC mode of personal IP+ wechat group + agent

In the last two months, because of the epidemic, many families stayed at home. I observed a very interesting phenomenon. During the period when we stayed at home, community group buying was very popular.

What’s more, there is no personal IP in these community group purchases. Their IP is just the front of their store. I think this KIND of IP cannot be compared with KOC model’s personal IP in terms of stickiness and consumption potential.

So in 2020 really want to make a bucket of gold in the wechat group, its primary core is that you must create a KOC mode of personal IP, this IP you can not force yourself to write articles, shoot videos, since you are not good at these, there is no need to force yourself.

I think you can look more closely at KOC’s personal IP and position your IP image as a leader for key opinion consumers.

This is fundamentally different from kols that rely on premium content to build personal IP.

When it comes to creating IP, many people are very stagefright and think they do not have that ability, so they have been avoiding or shelving the matter of creating personal IP.

Actually create personal IP is not so difficult, I said just now, individual IP is divided into two kinds, one kind is KOL, is a kind of KOC, for most people to build KOL mode of individual IP difficulty is very big, because of very high demand for the industry’s professional accomplishment, but turned himself into a key areas of the KOC is not difficult, right?

So the first step for micro-marketing entrepreneurs is to think about how to influence consumers in consumption, price and quality, and then create their own KOC model of personal IP.

As for wechat group and agent, I think the two are inseparable.

About wechat group,

As I said, your image is to build KOC’s personal IP, and as a key consumer opinion leader, you must spend most of your time guiding your customers’ consumption choices.

At this time, we need to consider the cost of communication, personal account private chat can only one to one, this kind of communication cost is too low, circle of friends can achieve one-to-many communication, but the communication efficiency is relatively low, it is difficult to timely feedback.

Personal number and circle of friends are not the best choice, so we can only choose wechat group, wechat group is the only channel that can achieve one-to-many and timely interaction. Sooner or later, other users in your group will be impressed by your patient service.

So for fan stickiness, interaction and precipitation, wechat group is the only choice. And the personal number and circle of friends in the wechat group is more to play the icing on the cake, so in 2020 micro marketing play housework necessary to pay attention to the wechat group.

In terms of agency,

I think the agent is a self-seeking choice, it is 2020, rather than kneel lick others or spend money to beg others to do your agent, it is better to build koC’s personal IP image and operate wechat group, the first two do well, the agent will naturally come to you, at that time you do not lack of agent.

I see two very important roles for agents in 2020:

1: Act the employee

The agent is the employee, in the whole economic downturn environment, recruitment is a very common phenomenon, but for online micro-marketing entrepreneurs, if the agent maintenance training is in place, the agent is actually an employee’s image, and the cost of employment is very low.

2: catalyst for fission

Life is two, two, three, three living things, wechat as a national application platform of 1.1 billion a month, its itself is a natural fission platform, as a wechat entrepreneur, of course, can not miss this opportunity.

For a long time, I believed that making money was fission, and that there was no easier, faster and cheaper way to acquire users than fission.

So when pursuing the path of fission, the role of agent is very important, playing agent well is basically playing half of fission well.

04

In wechat transaction, making money is the simplest, this point never to doubt, each stage has different play, there are policies, there are countermeasures, as grassroots entrepreneurs of us, is to continue to learn to keep up with the trend of The Times.

For 2020 to make money in wechat, I said in this article a must earn formula: KOC’s personal IP+ wechat group + agent

Personal IP is the basis, wechat group is the main battlefield, agent recruitment do not insist, to pay attention to fate nature.

This paper does not discuss the specific methodology, because it has written 4,000 words. I believe that many people have no objection to this formula, but are more concerned about the specific operation routine, such as how to build KOC’s personal IP and how to operate wechat group.

For the creation of personal IP and the operation of wechat group is not clear in a few words, if specifically expanded, this article is also 40,000 words can not finish, I can only say that the avenue to simple, do not think of these things hard!

The easiest way is to find three of the best competitors or peers in your industry. Peers are the best teachers to carefully study their routines and review their ideas, so as to constantly reflect and optimize your business model. It is difficult not to succeed.

Author: Zhanjin

Source: Lu Songsong blog, welcome to share