一、背景介绍
- 微信红包封面逢过年必火，自带流量，通常的思路是引流+商城卖封面变现，卖封面的内容本文不做展开；近两年，微信大力奖励视频号作者，每年会根据作者发布作品质量奖励500个-100万个不等的免费封面额度奖励；有幸参加了11月英文工具站的航海实战，受刘小排老师“自动持续更新合法的有价值的原创内容”理念的启发，想寻找合适的需求场景进行实践；
背景的1和2其实是冲突影响的：前者能直接变现、但流量会受官方以及后者的打压和影响；后者零成本、流量受扶持，但无法直接变现。同时，红包封面还有一个大玩家是品牌广告商，将红包封面作为自家广告传单来发。
既然品牌商可以给红包封面贴广告，我们何不将免费的红包封面进行广告贴片呢？手握免费的红包封面资源，在发放红包封面的过程中进行广告贴片，这不就实现流量变现了吗？而且这么一来，我们直接将背景2转化为我们的资源，并不会像背景1一样受到冲击。
广告贴片途径
公众号推文插入广告，小程序页面插入广告
红包封面相关资源
[ul]红包封面资源：倘若被奖励免费额度，最大程度降低成本；如果没有封面资源，可以低价收奖励的红包封面额度（今年因为奖励的时间只有不到一个月，额度号单价很低）以及做出的成品封面序列号；红包封面资讯线报：如果不想投入成本搞红包封面，也没问题，掌握比较即时的红包封面资讯也可以作为“有价值的内容”，通过二次创作进行发布；[/ul]
设计思路
以红包封面本身和资讯作为引子，公众号、视频号作为消息发布地集中引流，引导加入微信群承接流量，再通过在公众号、小程序端发布封面资源和资讯，过程中植入广告、获取流量主收益；
执行
探索执行过程中，我们打通了公众号、视频号、小程序三方的跳转连接，微信群作为日常流量池进行高频推广；
同时 @IT小小 将微信群、公众号基本大量的维护工作通过工具进行自动化升级处理，节省时间和人工成本；
为了形成特色优势，在控制成本的前提下，我们也是拓宽了封面资源和人脉，将掌握的封面资源从最初的几款发展到几十款，资讯信息则在空闲时间进行维护更新。三、成果
过去两年，我一直都觉得红包封面的流量没有价值：白嫖党居多，一毛不拔那种。今年转换思路后发现：白嫖党们可是宁可点两个小时广告、也不愿意掏一块钱的优质广告流量啊！是流量都有价值，就看能不能找准对应的“消费品”。
在参加完航海实战后，在免费红包封面尚未推出时，搭建小程序实现了从0到1的盈利；随后微信推出大量免费奖励的红包封面，1月初联合 @IT小小 一起探索执行，最终成功如下：
增长和变现
两周公众号涨粉3000+，两个小程序分别累计用户2.5万+和6000+；流量主变现4.5k，利润3.5k
最大的收获
相比金钱收益，收获更大的是设计的新思路得到了正反馈，实现0到1的变现后，与小伙伴分工合作去优化各个环节并逐步放大收益，相互间的能力和信任也产生了质的飞跃。
红包封面只是一个小的切入点，会随着时间节点起伏，但整个微信各平台端的闭环逻辑是可以稳定输出的，之后只要把握准需求点，还可以进行复制尝试。四、经验教训
免费额度红包封面的商机
除了流量变现，低价收来免费额度的红包封面账号，做出红包封面来直接卖封面序列号，这里有10倍的利润空间（前提是要熟悉红包封面制作、有代理商销货的渠道）
跟大玩家、对手好好学
提到红包封面，大家目光基本都瞄向了卖封面，流量主的收益会被忽视掉，但流量很大的玩家他们在广告流量主这块是非常重视的，可谓是闷声发大财。小程序端插入广告、公众号发文中插入广告、公众号发文引流拉关注、引流入微信群、引流到小程序这些都是大有套路在的。如果你没做过，说了也没参考意义；如果你要做，找个做的比较大的平台，跟着学一阵就能掌握七八分了。
注意违规
微信流量主尤其是小程序端，一旦涉及红包封面很容易造成违规，大概率后果是从头来过，导致前期积累的流量流失掉。这部分一定要注意，虽然流量主也是在给微信赚钱，但审核标准还是蛮严格的。
合作伙伴与资源
以前做东西习惯了一个人去摸索，三分钟热度一过很容易撂挑子；今年刻意练习提高自己这些短板，在推进项目过程中承认自己的不足，寻求小伙伴的合作帮助和更多的外部资源，学会让利给各方以更好地双赢和多赢。一个人干的时候顶多赚到1，但合作实现 1+1>2 时，大家的收益都会超过 1 ，不仅是明面上的收益，隐藏在背后的伙伴间的信任、能力的提升以及集思广益对项目成果的提升，都会获益良多。
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