This is an official WeChat account that has gathered 500,000 fans in 14 months only by relying on the anchor Ricci's good night voice every day. Headline readings are all 100000+, and the average daily increase of fans is 4000+.
Matteo Ricci said that there is always a group of people in this world who need to be cured. They have their own little lives, they have stories and scars, and they are eager to be read and accompanied.
"Listening alone" means telling those people: I understand your pain.
1
Why do you want to listen alone?
Listening alone mainly tells the story of some young people's love, affection, life and career, which is simply chicken soup.
Chicken soup is always the emotional demand of many people. Listening alone should be a bowl of pure chicken soup that is most suitable for young people's tastes. It understands you and can heal you.
For example:
I don't know where you are, but I miss you very much.
What city are you in? What love song are you humming? What kind of hairstyle did you cut? Which night train did you take?
There is no changed street, I walk alone.
She said that she could finally let go of that relationship and then secretly cried for a long time.
Mom and Dad, I miss you.
You never know how easy it is to be at your parents' table when you are not at home.
The people who listen to these warm therapy articles are mainly single and lonely people. Most of the fans who listen to it by themselves are 65,438+06-35 young people. Most of them are single or have been hurt emotionally, and women account for a large proportion.
These lonely and injured people may recover one day. There is a sentence in the function introduction of "listening alone": If one day you stop paying attention, please remember that we once loved.
A listener once sent a private message to Ricky: I don't care about you anymore. Thank you for spending the most difficult and lonely day with me. I think it's time to let go of the past and say goodbye to it.
Matteo Ricci was not sad or sad when I received this message. A deeply hurt person left a program called "Listening Alone" and the voice of a man named Matteo Ricci. But at the same time, he also left the pain and scars left by his previous life, immersing himself in sadness.
So, isn't this something to be happy and blessed? Matteo Ricci believes that every stage of life should be accompanied by spiritual food, not seeking eternal life, but seeking courtship.
"Many young people in today's society are under great pressure. In all aspects, there will always be many people who are unhappy and need counseling. So objectively speaking, more and more people will pay attention to my program. And my mind may be like a doctor. On the one hand, I hope more and more people will come here, and at the same time, I hope all the listeners who listen to it will get better. If more people get psychological comfort through my voice, this society may become better. " Matteo Ricci said.
2
Listening to her voice is addictive.
Born in 1993, graduated from Jinan University on 20/0/5, majoring in broadcasting and hosting art, and is now the host of "The Sound of Literature and Art" in china national radio. "Listening alone" is her personal WeChat official account, which is online at 20 15 and 1.
The basis of "solo listening" is pronunciation, and the core competitiveness is [good listening]. In order to ensure the audio quality, Matteo Ricci invited a senior producer teacher to help him check. In other official WeChat accounts, people may pay more attention to words, but here, fans just come to listen.
"I think everyone's love for an anchor may be like liking a singer. When you ask him why he likes this official WeChat account, the simplest answer may be [nice]. " Matteo Ricci said.
In the introduction of WeChat official account and every tweet, there is a sentence: listening to her voice will be addictive.
In addition to the 5-minute voice, the tweet of the official WeChat account will be accompanied by the full voice. Matteo Ricci pays great attention to content typesetting, from picture matching, picture description to soundtrack, all of which are carefully crafted, giving fans exquisite auditory and visual food every day.
Every night, fans are moved by Matteo Ricci's good night voice, but Matteo Ricci is occasionally moved by fans. Once, because of a cold, Ricci couldn't refresh the article, so she sent a short message telling her fans that she was not feeling well. "It's your turn to say good night to me today." Unexpectedly, she received more than 20 thousand replies in an instant.
"Although these fans have never seen me, I know that many people have long regarded me as a good friend and cared about me. So [listening alone] is a place where we can warm each other. "
three
How did 500,000 fans come from?
The "solo listening" of WeChat official account is actually the vertical WeChat official account of its radio program of the same name. The radio program "Listening alone" covers Penguin FM, Netease Cloud Music, Dragonfly FM, Himalayan FM, Apple Blog Podcast, QQ Music and other 12 audio platforms. The total broadcast volume of the program exceeds 400 million, and the total broadcast volume of a single episode is 3-7 million, which is the best of its kind.
Since the birth of WeChat official account, audio radio has been an important channel to guide its fans. Most listening platforms will recommend programs with good quality and strong stickiness. Solo has won the love of editors and fans by virtue of its own advantages.
In the early days of the official account operation of WeChat, Ruixi did not deliberately do some promotion methods on WeChat in order to increase the number of fans. In the first ten months of its operation, it didn't even push each other once. The recommendation of the lecture platform is the most stable and powerful diversion of "one-person lecture". At present, the average daily net increase of fans is 4000+, and the growth rate is still increasing.
"At that time, we really just focused on the content and promoted it more naturally. Looking back now, we find that as long as the content is attractive enough, we will come out sooner or later. "
Now there are 500,000 fans, and Ricci will interact with them in the comment area. She didn't set up a special WeChat group, but some fans spontaneously set up some exchange groups.
Matteo Ricci is confident in the stickiness of fans. Now the headline opening rate is generally 25%-30%. Although I don't have time and energy to do community, there are many wonderful messages in the comment area every day. "And everyone will gradually form a tacit understanding in style. I think this is also the formation of a community culture. "
four
Dialogue Rui Xi
1. Compared with similar official WeChat accounts, what do you think is the core competitiveness of "solo listening"?
I think everyone's love for a radio anchor may be just like liking a singer. If you ask him why, the simplest answer may be "nice".
Because "solo listening" is a brand based on pronunciation, my personal label brand will be deeper and may be better for brand building. In addition, the warm-hearted program "Listening alone" will not become popular overnight like many entertainment IP, but it will not be forgotten soon.
Solitary listening is currently in a period of rapid development, and this momentum should continue for some time, and I think that as long as we persist in doing it, we can affect more people.
2. What stories impressed you the most in the feedback from fans?
I received such a message before. A listener named potato said:
"I just listened to" One Man Listening "on the bus.
The girl next to me said,' Hey, you're listening'.
I'm listening, too '
I thought,' Well, you are beautiful.' "
Seeing this passage, my heart is so warm. I don't know how many people in this city are listening to my program, listening to my every good night. When two people who are listening to you meet by chance, it is also very romantic to think about it.
Of course, I am also very happy. Maybe they will become bosom friends or lovers because of "listening alone". But even after getting off at the station, they are still strangers, and they still feel so warm and lovely without intersection. They think so, so do I.
3. When are you going to start publishing books and videos?
Many publishers contacted me to discuss cooperation, and their books will be published soon this year. It is said that this year is the year of video explosion, and I also want to make some attempts, but I will not do something that others have done just to enrich the form, but I must have some different ways to play. We have communicated ideas with some platforms, because some conditions have not been formally cooperated, and it is only a matter of time.
4. Have any investors approached you? Will you accept the investment?
There have been some. We do have a long-term development plan, but it is still in a relatively early stage. At this moment, valuation financing may not be the best time. Of course, if there is a particularly suitable project one day, it may just hit it off, but before that, we still hope to make the brand bigger for a period of time.
5. What are your development plans and ideas for the official WeChat account?
The program and the official WeChat account have been in operation for more than a year. To be honest, the development is faster than I expected. A year ago, I never thought it was the current order of magnitude. But according to the current growth rate of fans, it will reach one million fans this summer. If other areas develop smoothly, the growth rate may be faster.
The future operation of WeChat official account will keep the previous principle unchanged, that is, it will pay more attention to content creation, but it will also do some development in business cooperation, but the purpose is to quickly promote the brand of "One Listen".
When it comes to development, the focus in the future may not only be the official WeChat account. As I said before, besides the audio radio station and the official WeChat account, many other things are also in progress. Instead of promoting each other by exploding articles, it is better to let more people know about me in other fields. No. Is alive, people are alive.
Everyone is from the media. We are committed to becoming the most professional self-media service platform.