Three articles with over 1 million views, what secrets are hidden behind Didi Hitch’s wordless book?

At a time when the opening rate of public accounts is decreasing year by year, the recent performance of the official WeChat public account of " Didi Hitch " can be said to dazzle 007's eyes.

On July 4, a WeChat article titled "This article has 0 words" went viral on WeChat Moments , with over 100,000 reads in just 24 hours. As of now, the total number of reads of the article has exceeded 400,000, with over 30,000 reposts and over 5,300 likes. Immediately afterwards, on July 7, two articles, ":)" and "Stop Guessing", also dominated 007's circle of friends with the same powerful momentum of 10w+.

Is this another victory for the clickbait ? After all, it is rare for a corporate WeChat account to have more than 100,000 followers. Driven by curiosity, 007 also clicked on the article "This article has 0 words"... It turned out... the article really did not have a single word.

In the article "This article has 0 words" , the song links become all the content of the entire article, and the first letter of each song constitutes the essence of the entire article. The novel form of "acrostic poem" + "music" received a warm response from netizens, who exclaimed "the editor is creative" ~ At the same time, it also stimulated the natural potential of netizens to come up with jokes, and various creative replies appeared one after another. It turned out that the youngest and most active fans on WeChat came here specifically to compete...

One stone caused a thousand ripples. Official WeChat accounts such as "Xinhua News Agency" and "Modern Sky" also " imitated and paid tribute" one after another. Some unknown public accounts openly "copied" in the hope of taking advantage of this wave of traffic .

In response to this "hot phenomenon", the influential industry media "Advertising Gate" quickly interpreted the creativity, and "Shuying.com" also took the initiative to follow up and repost it. On one hand, major official WeChat accounts are scrambling to imitate and chase hot topics, and are eager to get 10w+, while on the other hand, industry experts are interpreting them in detail. But 007 is only curious about one thing - that is, does the editor of the official WeChat public account of " Didi Hitch" really not want to do it anymore?

007 believes that the editor of the official WeChat public account of "Didi Hitch" is not unwilling to do it, but it is really not easy! Although this popular tweet in the circle of friends may be just an accidental success of the editor, it has many highlights worth learning from for public relations and advertising people. Today, 007 will analyze the three major innovative gameplays revealed behind these three articles.

I believe everyone has had the same experience as 007. When taking a Didi Hitch, they will pay special attention to the music played by the car owner. Sometimes when I come across a song I like or a singer I am familiar with, I feel that the car owner is my soulmate with whom I can “share the same boat for a hundred years and sleep on the same pillow for a thousand years”. Besides being so happy that I want to dance a freestyle, I will also take the initiative to talk to the car owner about music.

On June 27, the official WeChat public account of "Didi Hitch" launched an article titled "If you don't know how to start a conversation, just use a playlist to talk to me." The article tells 9 stories of car owners and passengers communicating through music. These stories are either heartwarming or heartbreaking, but all very impressive.

007 feels that music itself has a great appeal. In such a unique scenario as riding in a car, it is wonderful to listen to music and chat about music with a stranger in the car at the same time! In the article "This article has 0 words", the editor continued and sublimated this form of conveying information in the form of music. Dozens of music and unique melodies are full of emotions that are sometimes literary and sometimes explosive. In addition, the text composed of acrostic poems is like a beautiful poetry recitation with music. Anyway, after reading this article, 007 felt like he was in a Didi ride-sharing car, chatting with the car owner and other strangers about music topics that they shared the same feelings with, and they instantly became closer and more intimate and warm.

The format of "playlist" + "acrostic poem" breaks the traditional routine of WeChat pictures and texts, uses music to connect emotions, and turns words into notes, just like composing a gorgeous piece of music. Who wouldn't be intoxicated?

Another article titled "🙂" that was subsequently released also had the incredible magic of 10w+. The 7-word description "This article is not that simple" was placed in the author column, which maintained the mystery of the wordless book and also served as a reminder to users, which naturally attracted the attention of 007, who has a detective spirit. 007 opened the article and found that it was a real wordless book. How was it different from the previous article? 007 couldn't help but fall into deep thought.

After accidentally clicking the screen, 007 discovered that the hidden contents emerged one by one after clicking them one by one, like a "rainbow after the rain" Easter egg, which was pleasantly surprised and made him read on with strong curiosity...

In this article <:)>, "Didi Hitch" tells the story of 6 "beautiful misunderstandings" between car owners and passengers. By resolving misunderstandings, we hope to increase trust between passengers and car owners. As mentioned at the end of the article, the world is not as bad as we imagine. Each story is an unforgettable scene, which achieves an emotional outburst under the strong contrast formed by beautiful misunderstandings, further strengthening the brand story of "Didi Hitch".

The article ":-)" is an upgraded version of "This article has 0 words". This article uses the interactive form of "hide-click-emerge-story" to combine the misunderstandings and the resolution of misunderstandings between Didi Hitch drivers and passengers, thus organically combining form, content and user emotions. In addition, from the carefully designed easter eggs such as “Look, Rainbow”, it can be seen that Didi Hitch is guiding mutual understanding between car owners and passengers, which is very positive.

Didi Hitch went beyond form and created scenes through interaction + storytelling to achieve emotional engagement and resonance with users. This time, Didi Hitch was awesome!

If you haven’t seen the “secret” of WeChat official accounts as a communication tool from the two consecutive tweets “This article has 0 words” and “:-)”, then on July 7, this tweet “Don’t guess”, sent from the personal perspective of the editor of the official WeChat official account of “Didi Hitch”, can be said to have “revealed the secret”.

In the article, the editor explained the situation to the readers calmly: “My boss didn’t give me a KPI, so I just followed my heart.” “There’s nothing much to this article. I just wanted to say something while listening to a song. I didn’t expect it to go viral. You’re really overthinking it!” This is just as painful as what Jack Ma said: “I shouldn’t have founded Alibaba in the first place.” But the boss lit a cigarette and said that the best way to communicate with customers is to "speak nicely, and speaking nicely means speaking human language." This is the essence of the article.

Of course, most companies are currently trying to communicate with users in "human language". For example, on February 14, the always playful editor of Alipay posted an article on the official account titled "Come on, let's play counting games". The content only contained one word "Woof", and he began to mock single people. This article was quickly forwarded in the circle of friends, with over 100,000 views and over 3,500 likes. It can be said to be a grand party for single people on Valentine's Day . For example, the “Ganggang Style” on Xinhuanet has been very popular these days, which shows that this method of speaking in plain language actually has excellent user communication capabilities.

007 specifically interviewed a senior new media marketing person , who said : This article, through the editor's self-interpretation, communicates with users in a very friendly way, which can make users feel the warmth from products to content. It also shows the social , friendly and mutual assistance product characteristics of hitchhiking that are different from private cars, express cars and taxis.

To sum up, three articles have received more than 100,000 views, and the total number of views is more than 1,000,000. How can such good results be achieved? From the article “Stop Guessing”, we can see that the key to success actually lies in the breakthrough in communication such as “speaking human language”.

Currently, WeChat content carries very few forms of content other than pictures, texts and videos, and almost all of the articles that are currently going viral have little innovation in form. This time, Didi Hitch adopted the WeChat content format of "music + acrostic poetry", which went beyond tradition and broke the routine pattern of WeChat pictures, texts and videos, while also accurately finding the high point of young gameplay. The two interpretation articles created an experience that was extremely realistic and scenarios, achieving a double improvement in emotions and communication.