User Stickiness Analysis Of The Wechat Public Platform

WeChat official account has quickly become China's most influential network platform since its launch in 2012.In the trend of continuous vertical and regional development,the competition among the same type of official accounts has become increasingly fierce.As an important factor in the operation of the official account,user stickiness has gradually become an important magic weapon for attracting users and occupying markets and resources.As a personal emotion type WeChat official account that I established as a postgraduate student,“Don't call me upperclassman” has been operated for nearly three years and enjoys features such as high visiting and reposting rate,high number and frequency of interactions,and low unfollowing rate.We have gradually explored new ways in which users stick to the account from practice.I take “Don't call me upperclassman” as an example in my paper to analyze the campus media ecology where the official account is located and summarizes the experience of operating the official account.Through textual analysis,data analysis,and personal operating experience,the stickness basic,stickness factor,and stickness methods of the “Don't call me upperclassman” WeChat account are summarized.According to the study,the stickness foundation of “Don't call me upperclassman” is strongly based on the special title of “upperclassman”.The stickness factors include“character” charisma,emotional identity and positive attitude of content,etc.In terms of stickness methods,we used a large number of editorial skills to make every article tell its own story.At the same time,we also focused on using social operations methods,collecting campus issues and popular public opinions to enhance user stickiness.What is even more important,in order to improve the user stickiness,it is essential to ensure accurate positioning,the quality of content and service,and continuously innovate new ways to enhance user's interaction.At the same time,we must promote and popularize the project,and gradually form a brand community.