Hot spots are like a stimulant that is worth a lot of money. Writing about hot spots may not necessarily make them popular, but not writing about hot spots will basically mean that they will not become popular. Whether it is the commentators who criticized current affairs in the past, or the public account authors who are sarcastic and eloquent now, they are actually the same. They are all creating heat by rubbing against hot spots.

Lei Jun, the founder of Xiaomi, said: "If you stand on the cusp of the trend, even pigs can fly." The essence of chasing hot topics is to have insight into the psychology of user groups, and then give users a tool for expression and pass it on as a social currency.

The whole article will contain the following parts:

1. Cultivation of following hot topics

2. Definition of Hot Spots

3. The stage of chasing hot spots

4. Steps to follow the hot spots

5. A powerful tool for following hot topics

1. Cultivation of following hot topics

1. You must be quick to follow the trend

2. The principle of hot topics is to write about something that others have not written about.

How to kick the number one answer off the hot list requires you to find a new angle.

2. Definition of Hot Spots

What is a hotspot?

Hotspots can be divided into many categories, such as short-term hotspots, long-term hotspots, holiday hotspots, national hotspots, circle hotspots, etc.

For new media operations , there are two more important hot spots.

① "Public hot spots" such as the 2019 Nobel Prize, Sino-US relations

② "Hot topics in your circle" are topics that people are concerned about in your field, and sometimes it's even a joke.

If you follow this hot topic well, the effect will be shocking, and it can even increase the usual article reading volume several times.

Where to find hot spots in circles?

Pay attention to the places where your target users gather, a WeChat account with nearly a thousand followers, and fill it up with your target fans; secondly, relevant active communities.

For example, the title below hits the key words of "side job and making money", isn't it very attractive?

How wild are young people's side jobs: 3,000 yuan monthly salary and three houses in Beijing.

Of course, no matter how popular it is, we must combine it with our own product types. We cannot impose it on our products just for the sake of temporary popularity. Such long-term accumulation will only damage our products.

3. The stage of chasing hot spots

How to find the entry point? Do you see the point of the following title?

Li Xiaolu opened an online store and sold 180,000 in 2 days: What is more terrifying than being poor is underestimating the cruelty of life.

In fact, for this problem, we need to first understand the principle of cutting hot spots.

The principle of hot topics is to write about something that no one else has written about.

For example, if you are a man, in a blind date scenario, your competitors are the girl’s ex-boyfriend and the girl’s recent blind date partner. You need to show that you are better than them in order to attract the girl you like.

Similarly, when you are chasing hot topics, your competitors are your peers. If your peers are faster than you, then you can only find angles that your peers have not discovered. I suggest you watch more "U Can U Bibi" and learn to look at problems from different angles.

Follow the hot topics in four stages (using WeChat official account articles as the scenario)

Phase 1

Few people know about it, but you think it will be popular, so you need to write it and publish it as soon as possible. After that, you will find that your readership will increase rapidly.

Phase II

Most people know that they can win by writing from an angle that other public accounts have not written about or by using headlines.

Then you click into the article and you’ll see this kind of ad. Both at the beginning and at the end of the article. The main body of the article is two videos. It will probably take only 10 minutes to write this article, as the materials are all ready-made, but it will take more than 10 minutes to come up with this title.

Phase 3

Almost everyone knows that it is possible to approach from a more subtle angle to achieve a reversal or conflict.

The video on Bilibili is only 11 seconds long and the quality is extremely poor, but if you look at the number of views and ranking, this is the power of hot spots.

Stage 4

Everyone knows about it, and it’s annoying to see it. Don’t chase it at this time. It’s not cost-effective to chase it.

Steps to follow hot spots

1. List your product keywords

For example, this article, the public account name is He Kaiwen's postgraduate entrance examination English, which is about the postgraduate entrance examination.

It is a long-term hot spot.

The product keywords of He Kaiwen’s Postgraduate Entrance Examination English are postgraduate entrance examination, English, and learning.

2. Break down hot keywords

The hot topic is 70 days left before the postgraduate entrance examination, and the keywords are: 70 days left before the postgraduate entrance examination

3. Combine your product with the hot spots

My product is postgraduate entrance examination training. There will be a postgraduate entrance examination in the near future. It is very simple. Just give it an attractive title, such as the anxiety that everyone will have. It doesn’t matter if the content is not very relevant to the title. This article contains English exercises.

4. Determine the hot content for creative integration

This article has more than 100,000 words and contains exercises.

So as long as your account is vertical enough and the title is suitable for your target audience and recent hot topics, such as postgraduate entrance examination candidates, you can easily get 100,000+ followers.

4. Hot Spot Tracking Tools

Hot list:

1. New Media Manager

New Media Manager can be used for WeChat typesetting, graphic and text editing, and account management, and the marketing calendar is also very practical.

There are 16 options including "General Festival", "Award Ceremony", "Industry Conference/Exhibition", etc.; users can choose the viewing period by themselves; the picture is simple and the structure is clear.

Clicking on each node will display a detailed description. The current valid viewing range is from December 2016 to today.

2. 365 Hotspot Calendar

This is the calendar tool under 365 Editor. There are 15 built-in label options such as "Blockbuster Release Schedule", "Unpopular Anniversary", "My Notes", etc. Users can choose to customize their own personalized calendar.

It supports two cycles: "month" and "week". Clicking a node will automatically link to the relevant web page of Baidu.

The most special feature of the 365 Hotspot Calendar is the "Search" option. By entering the keywords of related events, you can jump to the Baidu page to view related information. It should be noted that the tool cannot currently recognize abbreviations, and users need to type "Avengers" (instead of "Avengers") to search for relevant content.

Currently, it supports viewing major events from January 2017 to the present.

3. Aiweibang Hotspot Calendar

4. Today's Hot List

Today's Hot List is a classified list tool that provides detailed lists and specific data for each site, such as WeChat, Toutiao, Baidu, Zhihu, V2EX, Weibo, etc.

By setting options such as "Technology", "Entertainment", and "Community", users can view the specific rankings of a certain platform. These hotspots are linked directly to the web page.

The hot spots of the segmented sites are mostly within 24 hours. What is special is that this tool allows users to set their own subscription content.

5. Anynew

6. New list

7. Qingbo Index

5. 5118 Hotspot Tracking

6. Watermelon Assistant

7. Know the details

8. Huisito

9. Follow-up

10. Baidu Index

11. Headline Index

The Toutiao Index is based on user data mining of "Toutiao Today" and essentially shows the behavioral traces of users under the algorithm recommendation mechanism. Therefore, even for media that are not on Toutiao, it is necessary to understand the Toutiao Index so that they can better grasp users' reading preferences.

Toutiao Index provides services such as keyword search, selected reports, and data reports. For keywords, it provides indicators such as popularity trend charts, event-related hot words and hot articles, user portraits and interests; in addition, users can also limit the time and geographical scope.

12. Google Trends

13. iResearch

iResearch data covers a wider range of data, including 7 first-level categories such as mobile APP index, PC Web index, and online film and television index. Detailed sub-fields are set up under the first-level categories, such as "news information" and "animation" categories under the PC Web index.

Users can directly search for keywords or select tags to view rankings, which provide data such as "monthly coverage" and "month-on-month growth rate". After clicking on "Details", users can learn about the coverage trend for each month of the year (the month can be selected by themselves), user population portraits, usage area share and other information.

14. Vlinkage

Vlinkage focuses on entertainment data. It provides monitoring of TV series and artist data. It can also comprehensively evaluate the multi-dimensional data of unbroadcast TV series to provide assistance for advertising.

In addition, the tool also provides TV series online playback rankings and artist new media index rankings.

Tools are only used to improve efficiency and should not be overly relied upon. If you want to create wonderful content, you must have your own ideas.

15. WeChat Index

WeChat Index is a small mobile app that can be viewed on your mobile phone, which is very convenient. The WeChat Index represents the frequency of a word appearing in WeChat. Users only need to enter the keyword to find out the WeChat Index and the month-on-month change of the word.

As for the cycle, users can choose 24 hours, 7 days, 30 days, and 90 days; they can also add comparison words (up to 4 words) to more intuitively compare the WeChat index of several words.

Hot topics happen every minute, but unique insights are rare. We should use hot topics to add weight to our own ideas, rather than being "kidnapped" by them.

Giving up independent thinking will not lead to more beneficial actions. It may gain fame for a while, but it will eventually become useless chat.

above.