To spread toxic content, you must master the art of social copywriting (Part 1)

Today’s media is everyone, and today’s communications are addictive. How can we achieve this effect? The author provides the following method.

1. What are the criteria for judging social copywriting ?

Only children can distinguish between good and bad, the boss only looks at the results. If you want to master the art of social copywriting, you must first know what kind of social copywriting can produce effective results.

Here are some comparisons:

Normal ads:

Toxic advertising:

Normal advertisements are seen and forgotten, and there is nothing worth spreading. But these toxic advertisements will become real social advertising copy and will be spread. Advertising is about coverage, while social advertising is about sharing and dissemination. The criterion for judging social copywriting is whether it has the power to spread.

1. The turning point of content dissemination: self-propagation

Communication is no longer a single media communication. In the past, brand communication was from business to business ( B2B ), then from business (Party A) to business (Party B) and then to consumers (B2B2C), and now it is communication between consumers (C2C). In the past, the means of communication was to occupy CCTV and national media, but the current situation is that even if we occupy CCTV and national media, we cannot occupy the users’ circle of friends. Without user attention, effective communication still cannot be achieved.

The content of a public account is spread spontaneously by fans and shared on WeChat Moments. In an occasional encounter with potential fans, they help you convince their friends to follow you and achieve conversion.

2. Let fans follow you and decentralize media

In the past, the means of communication was to occupy CCTV and national media, but the current situation is that even if we occupy CCTV and national media, we cannot occupy the users’ circle of friends. Without user attention, effective communication still cannot be achieved. Everyone today is a medium of communication. Let users follow the brand (the official account or WeChat account representing the brand). The number of your fans can determine the amount of social media dissemination. If a public account wants to promote itself, in addition to spreading it on WeChat Moments, there are also various self-media platforms that can be used for dissemination. Don’t miss any opportunity that may allow fans to follow you.

One of the editors of Activity Box: Strawberry has previously written an article about using media platforms to promote public accounts (click here). The Activity Box brand is also active on various platforms, but public accounts are still our base camp. We are also telling operators through our own actions not to put all their eggs in one basket.

3. The way content is delivered is also evolving

The ways of disseminating creative content have evolved from information dissemination to topic dissemination, and now there is even performative dissemination. Creativity is also constantly evolving itself, and the way creative content is disseminated is changing, as is the creative content itself. From the overwhelming advertising information to the topical discussion-style communication on Weibo, performative communication appears more frequently in some TV programs or short videos .

The classic "The Voice of China" Hua Shao's oral copy, which was read faster and faster, became a hot topic of conversation at the time. There was even a competition on Weibo to see who could speak faster. In fact, the audience of the second and third seasons of "The Voice of China" were all paying attention to whether Hua Shao could read the advertising copy faster, which led to widespread discussion.

In the fourth season of I Am a Singer, the host Hacken Lee used cute "Hong Kong Mandarin" to read the title sponsor "Jindian Organic Milk~~~~", which also became a topic of discussion among the audience.

(Jindian~Organic~Milk~)

This is how the form of content output continues to evolve.

In the new media marketing world, the most famous performative communication is Papi Jiang.

2. How to find the creative logic for social copywriting that will make fans addicted?

1. Insight is to find the right person and then find the weakness

In advertising agencies and the marketing planning departments of various companies, the word insight has been mentioned a hundred million times, but it still needs to be mentioned here. When talking about creativity, insights into consumers/users/fans come first. Insights are telling you that you don’t need to please everyone, just some people. The first step to insight is to find the right person.

Most of the users of nice are young people born in the 1990s, and most of them like to show off their lives, including some brand-name bags and watches. The public labels the "marking behavior" of this group of people as "showing off wealth." How can we help users speak out and maintain their image? This is how nice responded.

Nice is a smart move that not only saves face for its users, but also wins benefits for itself. Obviously, nice doesn't need the nonsense from outsiders. What a brand should do is to maintain its loyal users.

Insight means that after finding the right people, you also need to find their weaknesses.

greedy. Lazy. vanity. Selfish. fear death.

Desires: money, sex, fame, food and sleep.

The picture above is a social marketing poster designed by Liuyuexian for young customer groups. Young people don’t like to go into the kitchen. Liuyuexian has found out the reason why young consumers don’t like to go into the kitchen. Changing to a fashionable packaging actually has nothing to do with young people, but it does have something to do with whether young people should go into the kitchen.

2. Describe a scene and let consumers put themselves in it

Scenario-based copywriting is often more visual, describing a scenario in which consumers may be present and finding scenario-based language that impresses consumers. In the social marketing posters for International Happiness Day, Zuoyou Sofa’s “Sofa Happiness Theory” created several “unhappy scenes” of children, daughters-in-law, and parents, so that mothers who often work overtime can understand that children need companionship to grow up, husbands who neglect their wives can understand that their wives need happiness with a strong sense of ritual, and sons who don’t have time to go home can understand that their parents need his care and company.

3. Create topics to make communication more interesting

Creating topics is now the most common way of brand marketing communication. The just concluded 618 Tmall Fans Carnival created a lot of topics on Weibo, heated up the Tmall Fans Festival, redefined 618, and was enough to compete with JD.com. What is a topic? Topics are debatable, while advertising information simply informs the audience.

The biggest characteristics of the topic are: first, unexpected and confrontational.

The Double Eleven event initiated by Alibaba has become a routine, and Wanda ’s first offline Double Eleven promotion is to create topics.

Around the time when the Minions movie was released, a news story broke that "Minions were caught by urban management for selling bananas at a stall." People loved to see these unexpected conflicts and thought the Minions were cute. Without accidents, there would be no story.

Do you remember that year when I went home for the Spring Festival and was flooded with advertisements for forced marriage from Baihe.com? In fact, this is a "conspiracy" by brands to create topics. As soon as the advertisements about elders forcing marriage were released, they immediately caused great reactions and discussions on social platforms. However, on the first day of work after the holiday, social posters that stood in opposition to the forced marriage advertisements were released on Weibo, which won the favor of a large number of young people.

Your APP