Research On Content Operation Of Fashion KOL WeChat Public Account "Late Night Hairpin"

In recent years,WeChat has always occupied the leading position of social media with its powerful social functions and huge user data.It has changed from linear one-way communication to multi-directional network transmission,providing a new channel for people communication and information transmission.It has also brought about tremendous changes in the way information is disseminated.As an important information carrying platform,the WeChat public account gathers a large user group and has diversified functions,which accelerates the diffusion of information.Public account operators can obtain audience feedback and data analysis through WeChat public account messages and background user data to grasp user needs.Therefore,it has become a platform that people in the marketing field pay close attention to.Many key opinion leaders KOL(Key Opinion Leader),as a key person who has more product information and is trusted by relevant groups and influences purchasing behavior,has turned to WeChat public platforms for marketing.The fashion KOL WeChat public account has emerged and flourished under these circumstances.Fashion KOL relies on the WeChat public account platform to continuously convey fashion information to the public,promote fashion brands,and lead fashion consumption.Through the content operation,the fashion KOL WeChat public account continuously attracts fans,builds new social groups,forms a community economy,builds a new interactive communication model,and makes fashion communication more convenient,more segmented,and more civilian.This article selects the WeChat public account,which is relatively successful in development and operation at present,as the research object.Through literature research,case study,content analysis,systematic sampling and other research methods,it draws on the "5W" communication model,"opinion leader"," Communication theories such as “Fashion Communication”,“Focus Communication”,“Usage and Satisfaction”,combined with relevant knowledge of other disciplines such as marketing,semiotics,etc.,Content push,featured columns,etc.carried out a more detailed analysis of the content operation of the research object.Based on the analysis of the content production and push of "late night hairpin",the content operation strategy is summarized: build the "net celebrity" halo of the operation subject to promote the fashion trend;rely on the "strong relationship" network to strengthen the perspective and behavior impact;emphasize User awareness,focusing on user participation and emotional connection;building a new marketing model to improve the efficiency of content monetization.Finally,it summarizes the inspiration from the following five aspects: KOL-driven to strengthen its own control;content-driven to provide high-quality fashion content;user-driven to establish a close "community";product-driven to achieve differentiated operations;technology-driven to open the all-media platform,With a view to providing reference methods for other fashion KOL WeChat public accounts.