Written to the copywriters and operations people who are struggling on the front line of chasing hot topics: I wrote 6 hot articles in 2 months, but all of them failed. After much thought, I decided to sort out the reasons and share them with you. I hope you can learn from them and have a smoother journey on the road of hot spot marketing .The hot marketing I do may be familiar to you who are reading this article. That’s right, these are the ones we chased together during those years. Now, I have selected 4 examples of my own and analyzed the typical traps and solutions of hot topics from the causes and consequences of failure.The pros and cons of brand hotspot analysisIn March at the beginning of spring, the wedding of Liu Shishi and Wu Qilong dominated major media and dominated social platforms. The popularity was not surprising, and the copywriters and operators who were good at capturing information had already been gearing up and ready to go.Because the wedding was on a weekend on March 20th, a day when I didn't have to work, I watched the event purely out of curiosity and had no intention of preparing a hot article on the same day or the day before.The day after the wedding, Monday, March 21, it was time to go back to work. The event is still hot, and I searched for some articles taking advantage of the situation, which had quite a good number of readers, so I had the idea of writing a hot article. Because it is more personal and entertaining, the angle is relatively limited, so I finally chose to write in the direction of leveraging the brand, which not only combines hot topics but also conforms to the positioning of the official account itself.But I was willing but unable to do anything. I had to complete the entire process of choosing angles, looking for information, finding pictures (I had no idea and looked everywhere), modifying and typesetting by myself. By the time it was published, it was already 9 o'clock in the evening. The popularity has long faded and few people are watching.Where is the problem:When a hot topic is about to or has already exploded, they fail to grasp it in the first place, or even have no idea; when there is a team, they still insist on working alone and fail to make good use of resources; the search for writing materials is disorganized, wasting a lot of time.The correct way to analyze brand hot spots:
Operations personnel must have keen insight and responsiveness. Knowing that it is an event that has attracted widespread attention, but not considering taking advantage of the momentum is undoubtedly a big taboo for operators: not being aware of creating anytime and anywhere, and having a weak awareness of grasping hot spots will ultimately lead to missing opportunities.
Communication and cooperation among the operations team are very important. It is not advisable to think that you have to do everything by yourself, not want to trouble others, or be afraid that your credit will not be shared. As the saying goes: many hands make light work. Ask others to help you find pictures, discuss writing angles, and give some opinions on the content. Perhaps, the time can be reduced by more than half.
When doing brand hot spot analysis, the most important thing is to find enough representative brands and understand some of the copywriting, marketing, and activities they have done for this hot spot. Where to find it? Nowadays, most brands have their own official Weibo accounts, and Weibo has become the most commonly used platform for brands to follow hot topics. When we look for brands to leverage, Weibo is the first choice and main channel. How can we quickly and accurately find brands that are taking advantage of hot spots? Please take some time to pay attention to those brands that frequently take advantage of hot spots, such as Durex, HTC, etc., and label them. In the future, whenever there is any hot topic and I want to write an article to analyze the situation, I won’t be like I did this time, searching aimlessly; I just need to look for it on Weibo, which can save me a lot of time.
Learn to talk about pictures. To put it bluntly, the analysis of brand leverage is to see how good you are at bragging and how good you are at interpreting pictures. Because a picture released by a brand and the one or two sentences of copy in it are all its leverage. You must quickly organize the language based on such pictures and texts, expand its connotation, and enhance its level. It not only makes up the word count, but also expresses the author's personal opinion and interpretation, and further highlights the topic.
Therefore, it is important to read more different books, write something when you have free time, and practice your expression skills, which can also lay a solid foundation for quick and efficient writing.Facing unknown sudden hot spots, we cannot graspOn April 12, the friends once again felt the charm of the individual. The protagonist this time is the British physicist Stephen Hawking, a scientific giant who is said to live in textbooks. Without any warning, a Weibo post published at 10:12 attracted responses from millions of Chinese netizens.I quickly noticed the news, which was an unexpected benefit from frequently checking Weibo and Moments - I learned about it through the information push on Sina Weibo . But in the first half hour, we were not sure whether the virus would spread. It was not until I kept refreshing my page and noticed that my fans were increasing by tens of thousands that I finally realized that a hot topic was coming and I immediately started preparing the article.Several related articles were published at that time, but the content was generally simple, so I decided to write something more comprehensive and in-depth. However, it took me six hours to finish writing an article in detail, and after typesetting, it was published at 5 pm. During this period, articles once again flooded the market, and those without any outstanding features were left to sink into oblivion.Where is the problem:Some people thought about whether it would become a hot topic, but they lacked independent thinking and decisiveness, and ultimately did not come to a conclusion; they pursued perfection in content too much and ignored timeliness.How to handle unpredictable sudden hot spots:
As an operator, be more confident and don't let indecision take over. For emergencies, when you see any clues and feel that it may develop into a hot topic, write it down decisively, or at least pay attention to and understand its course and look up related information. Once it really becomes a hot topic, you will be a big step ahead of others.
When it comes to sudden hot spots, what we race against time is speed. So, the biggest mistake I made at that time was to deliberately pursue perfection when every second counted. In fact, when an emergency occurs, most of the audience is still unaware. What they need most is just to know that such an incident has occurred, followed by a deeper understanding. Therefore, when operators are tracking sudden hot topics, please remember to put timeliness first and content second.
How to quickly write a breaking hot article: information + citation, this is the simplest and most brutal way. Specifically, it means writing a paragraph introducing the whole story of this hot event, then expressing your own views in a few sentences, and finally quoting a large number of comments from netizens and fans or the opinions of certain opinion leaders.
What should I do if I can’t find an angle to start with in a short period of time? Go to "Sogou WeChat" to search for articles related to hot topics, select two articles with attractive titles, click on them, quickly browse the subheadings, learn from their topic selection angles, and use them to come up with your own starting point.
Predictable hot spots are screwedOn April 14, Kobe played the last game of his career, and the world was watching. From the retirement statement released in November last year, we can accurately calculate the day when Kobe will officially retire, and foresee the inevitability of the hot topic outbreak.At this time, it is a competition of "release time" and "content attractiveness".However, I only learned this information on the day of Kobe's game. Due to my interest, I never actively paid attention to basketball or even sports news, so I lost a lot of time. Then, during the writing process, I spent hours getting to know Kobe as a person. Finally, given the lack of basketball knowledge and the unfamiliarity of the protagonist, the sentimental angle was completely unable to express the proper emotions and the writing was stiff. The release time was already 5pm, and the timeliness was not well grasped at all.Also a hot topic about Kobe Bryant, this article from the public account "iBlack Horse" was extremely successful. Firstly, the timing of the article push was just right, around 1pm, which was the time when Kobe's last game ended. The topic discussion was pushed to a climax and the heat reached its peak, which was the best time for dissemination; secondly, the title was very timely, and "60-point perfect reversal" was embedded in it as soon as it was released, conveying the most timely and hottest information; finally, the topic hit the G-spot, "Not asking for 100,000+, just for the feelings for him", which directly hit the nail on the head and resonated with the fans' emotions.How to grasp the predictable hot spots?
If you have already learned about the time when the hot spot will explode and decided to take advantage of it, please prepare an article in advance with complete content, good layout and publishability. It is necessary to comprehensively analyze the characteristics of this hot spot, try to select topics from multiple angles, compare and analyze to select the most suitable starting point, and do not write the article rigidly, leaving space for adding, reducing, and changing certain content at any time to prevent unexpected situations when the hot spot breaks out.
The article release time keeps up with the changes in hot spots, and is good at insight into the outbreak point from the nature and development trend of the hot spots. It is pushed either before the outbreak or at the climax of the outbreak, so as to achieve the purpose of gaining maximum attention.
There should be a limit to chasing hot topics. The blind thinking of "it is better to kill a thousand by mistake than to miss one" is not advisable. You should consider when to pursue and when to give up, and you don’t have to pursue all the hot spots. It’s better not to follow those hot topics that are outdated, have lost their popularity, are overcrowded with articles, and have no clues.
Various holidays, new product launches, etc. may become hot spots. Their times are fixed or known in advance. If you want to seize the opportunity first, the most effective way is to compile a timetable of potential hot spot outbreaks and mark them in order of months. This clear and concise method can always remind operators of hot events that will come in the future.
Operators should be aware of all information and should not ignore it just because it does not interest them.
Hot spots with long-term persistence may be tracked in this wayOn April 14, Descendants of the Sun reached its finale, sparking another wave of heated discussion. You may not have watched this Korean drama, but you must have heard of it. Its popularity lasted for more than two months, driving countless self-media people, joke makers, and operators crazy, and tens of thousands of articles flooded in.However, there are very few who can really take advantage of the hot spots, and most of them are drowned in the overwhelming craze. I am one of the losers.As a fan of Han and an operator, it is most appropriate for me to write about such hot topics. However, for this Korean drama that changes its topic every few days and becomes a hot search, I did not catch the outbreak point in a specific time period, but just randomly chose the starting time; in addition, knowing that there are many hot articles from the same perspective, I still chose marketing analysis as the starting point. The article was published the day before the finale, and it should have been a climax of hot topics, but it was unexpectedly deserted and had a very poor effect.Let’s take a look at this 100,000+ read article on the public account “王左中右”. The angle of the topic selection is amazing. When everyone is talking about how good the drama is and how it became so popular, this hot article breaks away from the existing pattern and starts from an alternative perspective, writing something that no one else has written, which is full of freshness. In fact, the content has nothing to do with the drama "Descendants of the Sun", but it did borrow this hot topic, although only on the surface.Image source: Wang Zuo Zhong YouTherefore, for long-lasting hot spots, you can do this:
Because it has lasted too long, all the content that can be thought of has already been written, and the audience has already been visually fatigued and unable to accept it. At this time, the most effective method is to explore new angles and choose topics that are unexpected but still within your control. If you can't be the fastest, be the most special.
The long-term hot spot has not subsided, which means that it is not just a one-time climax, it must be continued by different small climaxes at each different time point. Just like Descendants of the Sun, there were hot topics such as "Song Joong-ki flirts with girls" and "Descendants of the Sun Episode x". To this end, you must be clear about whether the theme you want to leverage is comprehensive or segmented, choose the corresponding communication boom at that point in time, and publish it before this small boom subsides, in order to achieve the desired effect.
If it has been a long time since the hot topic started and you really can't think of any unique or novel topics, it is recommended that you give up chasing hot topics, because taking advantage of hot topics that fail to arouse interest is a pure waste of time and energy.
Finally, the most important thing is to learn from experience and lessons. If reading this article can cause you to think deeply and avoid repeating the same mistakes in the future, it will be worth it for me to expose my failure without reservation.
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