CONTENT INNOVATION AND STRATEGIES FOR ENHANCING USER STICKINESS ON WECHAT OFFICIAL ACCOUNTS

Abstract

With the rapid development of internet technology and the widespread use of social media, WeChat Official Accounts have become an essential platform for enterprises, institutions, and individuals to disseminate information, build brands, and engage with users. However, standing out among the numerous WeChat Official Accounts and continuously attracting user attention is a significant challenge for operators. This paper explores content innovation and strategies for enhancing user stickiness, analyzing the necessity of content innovation and its specific strategies. It also examines methods such as enhancing user interaction and engagement, establishing user incentive mechanisms, personalized recommendations and precise push notifications, and optimizing user experience and services to improve user retention. The aim is to provide WeChat Official Account operators with a systematic approach to content innovation and user engagement, helping them to stand out in the competitive market and achieve growth in both user base and activity levels.