How to make users willing to pay for your content after paying for WeChat subscription content?

This week, some public account operators discovered that WeChat is testing the paid reading function internally, adding paid subscription options for some users, and relevant screenshots of the internal testing are also circulating in the self-media circle. The exposure of this picture and the truth has once again triggered a heated discussion about content payment. Some people say that this is a powerful move by WeChat to support original content. The desire for high-quality content in an information overload environment is a general trend, allowing well-known high-quality content producers to better achieve both fame and fortune.

WeChat currently has more than 10,000 public accounts, and a single user subscribes to dozens or hundreds of public accounts. It is becoming more and more common to see a bunch of little red dots and get upset every day, causing WeChat public The account’s open rate has dropped to less than %. This phenomenon intensifies the Matthew Effect of WeChat content. Once content subscriptions are paid, user acquisition costs will increase, which will increase their attention to high-quality content and gradually drive out tasteless content. Since users are more likely to pay for products with a certain degree of popularity and endorsement, top public accounts are more likely to get more attention after paying for content. For long-tail public account content operators, how to strengthen operations so that users continue to pay attention and pay?
What content is it easier for users to pay for?
Think about the nature of value exchange, equivalence and scarcity.
Official accounts that provide unique and scarce value
should have a clear positioning and be irreplaceable in this field. This positioning is not from the perspective of the operational matrix, such as personal fame and fortune or corporate marketing, but what kind of value can be provided to target users. We should think about the positioning and business model of the public account with the idea of building a product, whether the value conveyed to users is a high-frequency rigid need, and what are the differences from competitors. The latest and fastest information in a certain field, a unique perspective, a clear attitude that teases users, and original information that improves skills are all content that can provide unique value.
The content is customized for me
After paying for the content, users will not only have a spectator mentality, but also think about whether the content is suitable for them. In other words, this content becomes a part of the user's appreciation of themselves. Invest for the long term. Behind a good public account is a tangible, flesh-and-blood person. Users will be loyal only when they feel that their needs are understood, their value is affirmed, the content is customized for them, and they form an emotional and value-level communication and interaction with this person. Let users feel that they are important and unique to the content producer, and their future expectations are consistent with the direction of the content produced by the official account, and they can be actually nourished.
Utilitarian professional services
According to the analysis of existing user willingness to pay surveys, knowledge and experience that can improve work efficiency or income are most recognized, with .% of people willing to pay. The second is career and academic development suggestions, reaching nearly 40% of the willingness to pay. Compared with other options, these two items are more utilitarian knowledge, and this kind of knowledge is more targeted and professional, is more scarce in the market of knowledge economy, and has a relatively high acquisition cost. As content continues to be enriched, personalized customized content will become more and more popular. Such as consultant suggestions for personal career development, personal training suggestions for personal sports conditions, etc. These personalized utilitarian contents that are not available on Baidu will get more attention if you need to pay.
How to design the payment link to make it easier for users to pay
Although we have not seen WeChat’s actual product design for paid subscriptions, the most likely options are free with paid and try before you buy. In addition, there are some paid design methods that are easier for users to pay.
Value-added payment and try before you buy
The content is free, and clear benefits are presented to induce payment. In addition, there are ways to lower the payment threshold and encourage payment for content, such as try first and then buy, with limited exemptions.
Paid for each package
Similar to Luo Zhenyu’s method of obtaining an annual subscription, the marketing highlights the richness of the packaged services and the discounts spread equally to each service, creating a sense of great value for money. Let users be willing to pay for the rich content they get after one consumption, and at the same time lock in user loyalty. In terms of packaged services, there are even designs that require a partial refund of fees if certain requirements are met to encourage users to pay and increase their loyalty to the content.
Single payment
Like Fenda paying to eavesdrop on a question, the single payment cost is relatively low, making it easier for users to make purchasing decisions, and the small amount adds up to a continuous series of content payments.

What does the content payment trend mean for corporate marketing
For media and self-media, content charging means that content can be turned into commodities to make money. For enterprises, we do Content is to better connect with consumers, sell your own products, and achieve the purpose of content marketing. We should weaken the smell of corporate accounts, and become an authority in content in our own field, provide value while establishing a distinct brand personality, and form a companionship and dependence with users as both teachers and friends.
For example, Red Bull has established a media studio to share exclusive events and extreme sports videos and pictures with people, and L'Oreal has created a content factory to provide real-time, local dry content for beauty brand products. The content they create also It gives brands a new revenue generation model, from creating content, sharing content, to finally monetizing the content.
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