What is the most effective means of new media marketing ? Ha ha ha ha! Of course: take advantage of the popularity!

Especially when it comes to celebrity hot topics, every time a hot topic breaks out, people from all walks of life will use their 360-degree imagination to think about the hot topic in a very short period of time!

Let's look at a set of data:

▎Wang xx's divorce incident at midnight:

On that day, there were more than 10,000 related articles on the WeChat public platform, and 293 of them had more than 100,000 views;

▎Women's volleyball championship event:

There were 11,000 push notifications on WeChat related to "women's volleyball", and 114 of them had over 100,000 views;

▎Wang Jianlin’s “Small Goal” Incident:

On that day, there were 4,593 related articles, and the number doubled to 9,307 the next day...

(Data source: "Xinbang" WeChat official account)

Celebrity hot topics are indeed powerful, but they are also very dangerous. Controversial hot topics often have reversals, and blindly expressing opinions can easily "get into trouble."

Affect the image of the official account itself.

Today, we will take the "Haining Yintai City" WeChat official account as an example to talk about how to take advantage of the hot spots elegantly!

The essence of riding on a hot topic is to leverage marketing momentum, quickly transfer the potential energy of the hot topic to yourself, and increase users' impression of your brand/product.

1. Festivals and Solar Terms

There are many hot spots to pursue in our lives, and these hot spots can actually be roughly divided into two types.

One is uncertain hot spots , such as celebrity hot spots; the other is deterministic hot spots , which are what we call "hot spots" related to festivals and solar terms in our daily lives.

"My mother hasn't hit me for three days" hahahahahaha", this article takes advantage of Children's Day, the image of a naughty child makes people love and hate him

Introducing Yintai’s Children’s Day event on June 1st, with a clear audience and high information reach.

"Lü Bowen, I'm ready to marry you!" When will you marry me? 》 is a tweet about the "Valentine's Day" of 520, which takes advantage of the holiday hotspot + event marketing . On 520, the girl will propose to the boy in Yintai, achieving the effect of attracting traffic offline.

2. Create hot spots

What's going on? Is it not enough to just ride on the popularity of other companies? Are you trying to create a hot topic? !

Creating hot topics means understanding what fans care about, exploring readable things, and leveraging fans' curiosity and empathy to spark discussions.

Haining Yintai City’s official WeChat account has performed well in creating hot topics. ▼

"Quickly check to see if you have been infected!" The kitchens of 6 Yintai restaurants were inspected, and the result was unexpected...》

Food safety issues are "exposed". I read with curiosity and found that Yintai's kitchen is clean and hygienic, meets the standards, and shows a good image of the mall.

"Cancel the two-day weekend off every week? All I know is that in three days, everyone can have a collective holiday! 》 Transfer hot searches on Weibo to WeChat public accounts,

The content itself is topical, and as it is almost the weekend, it has successfully caught on to a wave of popularity by taking advantage of everyone's eagerness for a vacation.

"Daughter held on to the lottery ticket so tightly that her mother had no choice but to buy it and won 6 million!" ! ! Please give me a dozen daughters like this..."

《Water bill for 5 months is 18,000! OMG! Upon investigation, it turned out that this guy was the cause of the trouble...》

Both of these are eye-opening social news. They use readers' curiosity to expand publicity and extend from news to their own activities or brand promotion. Compared with simply launching activity promotion, they are more attractive.

Food safety, holiday arrangements, and social news regarding people's livelihood are all topics of concern to the public . To catch up on these hot topics, you must first understand people's minds.

3. Celebrity Hotspots

As mentioned before, celebrity hot spots are either to become famous or die. Choose some positive energy content and do not express guiding opinions.

The setting of Alipay Koi is in line with people's psychology . At the same time, it can create new hot topics and attract attention and discussion. With the help of Alipay Koi, Yintai Koi is introduced. It is easy to gain more audiences at this stage~

The essence of riding on the hot spots is to "ride on people's hearts". Carefully observe the content that the public cares about. One day, you will have your 10w+

Author: Yunshan Technology

Source: Yunshan Technology