Public account - Nanhai Book Club
Some good books and movies are not popular because their names are not attractive. For corporate public accounts, the first step in establishing a new media image is to choose a nickname that is fun, easy to understand and easy to remember.
What kind of public account nickname is a good name? Marketing experts believe that a good public account name should include the following characteristics:
First, there should be a target keyword that is easy to search.
Most netizens mainly search for WeChat public accounts that interest them through keyword searches. Therefore, if a company wants to increase the probability of being searched by users, it must include target keywords related to its products in the nickname of its public account.
Second, the name should be easy to remember so that it can be spread quickly.
The communication efficiency of the Internet needs no elaboration. But precisely because of this, the constant emergence of public accounts has made information more excessive and increased the difficulty of public account dissemination. However, as long as the public account nickname is distinctive and easy to remember, it can spread quickly.
Third, it is consistent with the positioning of the published content.
To do this, you must first figure out who the target users are, and then analyze their deep needs for the product. When the public account reflects this deep need through the nickname, it will leave a deep imprint on the user's hippocampus. If the company's main service targets are local users, adding a local name will make it easier to attract target users accurately. Of course, this should be considered in conjunction with the company's own market positioning.
Fourth, don’t be too “personalized”. Personalized public account nicknames are eye-catching, but one-sided pursuit of "personality" may be counterproductive. For example, naming a public account using uncommon words, Martian characters, or words that are incomprehensible will increase the difficulty of keyword search on the one hand, and reduce the memory effect of everyone on the other hand. In the end, the result is something that is unconventional but not very eye-catching.
Fifth, there are few repeated and similar nicknames.
Official accounts with similar names can easily be confused by users. In this way, it is possible to add fans to public accounts with similar nicknames. The more unique the nickname structure is, the more it can grab the user's attention in the first place.
Let’s first take a look at several common corporate official account names.
The first type is to directly use the name of the company, website, or product as the nickname of the public account. For example, Douban, Elephant Guild, Zhihu Daily, etc. This type of official account relies on existing platforms and products, and the purpose of registering an official account is to support publicity work.
The second category is the official account of traditional media. The media name is consistent with the nickname of the official account. For example, Global Times, Tonight News, Tianjin Daily, CCTV News, Sanlian Life Weekly, Family Medicine Magazine, etc. In fact, traditional media open their own public accounts and have their own world in the new media field.
The third category is life and entertainment public accounts from various places. For example, things you don’t know about Beijing, Beijing’s foodie squad, things about the UK, eating, drinking and having fun in Guangzhou, Shanghai trendy life, etc. These public accounts will be added with local place names so that users in the same city can identify them at a glance.
The fourth category is public accounts with a specific content type. For example, New Vision of Media, Movie Box Office, Maps of the Past, Popular Science in China, Open Courses on Mind Map Application, etc. These public accounts aim to provide some kind of specialized content, so the content classification is emphasized in their names.
The fifth category is the self-media of Internet celebrities and big Vs. Big Vs include many famous entrepreneurs, film and television stars, writers, scholars, etc. Most of them use their real names or add certain prefixes or suffixes to their real names. Internet celebrities often use screen names that have nothing to do with their real names.
The sixth category is public accounts that serve a certain community or a specific type of user.
For example, the Ten O'clock Reading Club, We Are All Artistic Youth, Abnormal Human Research Center, etc. The idea of ??naming this type of public account is to establish a label that can attract a specific user group.
The nickname styles of the above six types of public accounts may be serious or humorous, and there is no single standard. Since the development goals and published content of various public accounts are very different, naming ideas must take your own actual situation into consideration. The most important thing is to clarify the basic positioning of the official account before choosing a name: Who do you serve? What is their age range, occupation type, geographical distribution, and income level? Is this official account used to promote products or for social networking? Once these situations are clarified, the positioning of the public account will become clear.
Next, we can first look for public accounts that have the same positioning as our own public account and see how others choose their names. In addition to learning from others, the main thing is to see if the nickname you have in mind has already been registered.
The query steps are: Open WeChat - click "+" in the upper right corner - click "Add Friend" in the drop-down menu - click "Official Account" at the bottom - —Enter the keywords you want to search for. Then you can search for relevant public accounts.
When formally naming your official account, pay attention to the following seven experiences to save you a lot of detours.
First, it is best to use Chinese as the nickname of the official account.
For no other reason, Chinese is the easiest to be recognized by Chinese users. Unless the brand itself is registered in a foreign language or has a special meaning, do not use foreign languages ??or Chinese pinyin. This will reduce the recognition of the corporate WeChat official account and is not conducive to attracting users' attention.
Second, reflect your positioning in the name.
WeChat public accounts that produce products must clearly indicate the types of products they promote. In this way, the public account will have more chances to be searched by users. Because users usually use related products as keywords. As long as they see your official account nickname, they will know what you do. People who have no needs are not your target users, so it doesn’t matter if you miss them. But people in need will pay attention immediately. If your official account nickname does not reveal your business scope, you will probably be left out in the cold.
Third, indicate the region in the nickname.
This naming experience is suitable for those official accounts whose business content is local services. Not every public account has the ambition to become popular all over the country. More often than not, the service objects of an official account are highly regional. In accordance with the concept of precision marketing, indicating local identity is more conducive to developing market segments.
Fourth, the nickname should be unique.
This experience mainly applies to self-media public accounts. Of course, the nickname does not necessarily use the real name of the official account operator. Because most people’s names are very ordinary and don’t make people’s eyes shine. Therefore, when naming the official account, you should consider it in combination with your own personality and the market positioning of the official account. It needs to be reminded that the focus of personalized nicknames is to facilitate memory and search for keywords, rather than blindly pursuing innovation and change. If it meets the two requirements of "easy to remember" and "easy to search", it doesn't matter if the official account nickname looks a little rustic.
Fifth, grab popular words.
Popular words have a high number of searches and a high popularity index. If it can be used as a nickname for a public account, it can attract higher attention and the number of fans will grow faster than imagined. Since WeChat public accounts cannot have the same name, when you find that popular words have not been registered yet, you can be the first to register them.
Sixth, the name should be interesting and comfortable to listen to.
In Internet terms, the nickname should be "funny". It makes people laugh when they see it. However, creating an eccentric image is also a technical job. It’s not just about being funny and weird, it’s also about making people feel unconventional and convincing. Some public accounts use ignorance as fun, which makes people feel unsightly. This is a sign of insufficient funny skills.
Seventh, the nickname length should generally not exceed five Chinese characters.
In the past, many restaurants were either called "××楼" or "×记牌店", in order to take into account the two requirements of "easy to remember" and "generous". In the same way, it is very common for public accounts to have three-character names, four-character names, and five-character names. Because these three byte lengths make it easy to come up with a catchy and resounding name. If the nickname of the public account is too long, it will not be easy for users to remember, thus reducing the communication effect. Moreover, when the name length exceeds five characters, keyword ranking will be more disadvantageous.
As the saying goes, "If the name is not correct, the words will not be smooth, and if the words are not smooth, the things will not be accomplished." In this era of scarce attention resources, the quality of a name has a greater impact on public accounts than we imagine. In short, the nickname is the business card of the company's new media platform, and it is also a window for users to understand the company's official account. A fun nickname can help the public account get rid of its dull image, improve communication efficiency, and expand the scope of communication. After all, national entertainment is also the main feature of the new media era. Only by meeting users’ entertainment needs in details can they improve their acceptance. If you don't know how to adapt to this trend, your company will not be able to use new media marketing.