Planning WeChat long pictures and texts can be said to be a necessary skill for product operation. Using this skill well can make your daily work icing on the cake and achieve multiplier effect with half the effort.
We know that the pictures and materials disseminated in the WeChat community are rich in forms, including posters, long pictures and texts, four grids, six grids, nine grids, etc. Among them, WeChat long pictures and texts, although the content is slightly lengthy, the browsing interface is not Friendly (you can only see blurred thumbnails before clicking into the big picture), but its role should not be underestimated, especially when it comes to country email list planning packaging with multiple texts.
It should be noted that not all content is suitable for display in long graphics.
So what kind of content is suitable for displaying with long pictures and texts? There are mainly the following categories: product guide category, process mechanism category, highlight integration category, story marketing category.
There are four major elements in planning WeChat long pictures and texts, namely positioning, goals, creativity, and communication .
The so-called positioning refers to the original intention of planning WeChat long pictures and texts, which can be divided into internal and external aspects. Internal refers to the nature of the long pictures and texts for operators; Graphics, long graphics to enhance product awareness, long graphics to promote fission of activities, etc.; externally, it refers to the target group corresponding to the content and the expected user behavior, such as grouping new long graphics, employer brand exposure long Graphics and texts, event participation process long graphic texts.
Precise positioning, like an arrow in the bullseye, traveling with the wind and facing the sun, plays an important and positive role in product operation.
1. So, how to find the exact location?
1) Look at the company's business
The product exists based on the business, and the content is based on the product. The content promotion that is separated from the business is like a castle in the air, which is unrealistic and ungrounded; taking B-end products as an example, if it is a platform business for real estate agents If yes, then the content of WeChat long pictures and texts should be based on the real estate brokerage business, so as to spread the branches and reach the target users.
2) Look at the planning purpose
Why plan WeChat long pictures?
In practice, this is often because planners want to improve their KPI performance. On this basis, they can be subdivided into event-oriented (to create momentum for event promotion), user-oriented (to attract new people, promote activity, and convert), branding. Orientation (increase brand exposure, improve brand awareness and reputation), product orientation (promote product functions, improve user awareness).
3) Look at the content tonality
The so-called "adapting measures to local conditions", different content tones are suitable for different article styles; for example, the content tones of TO B and TO C are different. Generally speaking, TO B's articles are introverted, like a stubborn conservative. , while TO C articles are more outgoing, like a lively liberal.