Title tips to get 100,000+ clicks on public account articles!

Want your public account articles to get 100,000+ clicks? Change the title

Many people are wondering why some articles on other people’s public accounts have a volume of over 100,000?

Why do my public account articles only get a few hundred or a few thousand views after being published?

My content is not bad. I have even read those articles with high views. In fact, I have also written the content. Why is the click rate of their articles so high while mine is so low for the same topic? !

This article is not about making headlines for fame and fortune or cheating on clicks, but about using scientific and useful methods to create a headline and do copywriting marketing for your article.

The title is the first impression of the article

1. Why is there such a big difference in click-through rate for the same topic?

The first impression is the key to the success of your article. So what is a first impression? This is what we see and feel when we readers click on the little red dot of the official account for the first time and the list of articles appears in front of us.

Isn't it funny?

Does it have anything to do with me?

Did it update my understanding?

Is it useful for me?

When we see the title of any article, the four subconscious questions above will be triggered, and as long as one of them corresponds, we will click.

David Ogilvy, author of Confessions of an Advertising Man, has this to say about headlines:

The title is an important element in most advertisements. It can determine whether readers will read the advertisement. Generally speaking, the number of people who read the title is four times that of those who read the content.

Yes, when we open the official account every day, we will not read from the first article to the last one. The articles we click on are actually our subconscious mind helping us make decisions, well, this is interesting, well, this is useful to you, click it, young man.

Therefore, the title is the first impression of the article, just like when you go on a blind date and the other party sees you for the first time, he or she has no obligation to peek into your pure soul through your dirty appearance. No matter how much useful information you have or how rich the content is, the title will determine whether the reader will click on your article and take a look at it at the moment his or her fingertips slide.

Now that we understand that our first impression of a title is so important, the question becomes, how does a title work? Let’s take a look at the unique effects of titles.

A good title has a huge effect.

2. What is the purpose of a title? 4 major effects of titles

① Attract

The process of attraction is to give readers the first impression and cause them to stay subconsciously.

Isn't it funny?

Does it have anything to do with me?

Did it update my understanding?

Is it useful for me?

②Selection

After attracting the reader's attention, the second function of the title comes out: selection.

Smart authors will choose their clients because they know that not everyone is suitable to read their articles, and no matter how awesome their methods are, they may not work for everyone.

So in the title they will indicate the appropriate readership, for example:

"What new employees must know..." Those who are about to graduate or have just graduated can read this.

《After 30...》 A 21-year-old boy doesn't need to come

"Self-study of guitar..." Those who are learning guitar can read this

③Convey complete information

Readers will not click on a title without complete information. Yes, I don’t even understand what you are trying to say, how can I tell whether it will be useful to me or not?

Just like when you are on a blind date, you can't even see what the other person looks like. Maybe if you meet a Capricorn, you won't be able to make a good first impression.

④Guide reading content

The fourth function of the title is to summarize the content. The conclusion mentioned in the book "The Pyramid Principle" comes first. When used in an article, the title must be able to serve as a summary.

There is a valuable author on Jianshu who follows hundreds of public accounts. You might say, with so many followers, can he read all of them? Yes, there are more than a dozen of them and we can’t read all the daily push information one by one. How does it work? He spends a little time every day using the third-party tool Tuotu to read the titles of articles in these public accounts, and observes where the mainstream attention of the new media industry is focused through the titles.

3. What types of titles are there? 7 types of titles

The title already has the function of attracting, selecting, conveying complete information and guiding the reading of the text, so how do we express it when we write the title of the article?

After data crawling, we used Tuotu data to crawl public account articles to analyze the popular articles on the homepages of major platforms and public accounts. Let’s see what types of titles they have? Below I will make a simple and rough classification of these titles. Some titles contain multiple types. For the convenience of narration, I will not make multiple labels. I just want to tell you the approximate types of the authors' titles.

Frank

Frankness means telling you a fact or a course of action directly. Let me tell you a fact directly.

hint

Suggestive titles tell us that this matter is not that simple. Do you want to hear why I say so? Click in to take a look. Hint that there is a secret behind this article

New Knowledge

Provide new knowledge and ideas

how

How to have a strong approach

Ask a question

Asking questions will cause readers to reflect

instruction

Use the title to directly tell the reader what needs to be done

Target

Read this article and you can achieve XXX

The title is the first persuasiveness of the article

4. Title writing skills

3 questions to ask before writing a headline

We have talked about the role, types, and how to check titles. Finally, let's talk about how to write titles. There are actually three simple questions:

Who is my audience?

What are the characteristics of the article

Why is this important to readers? (What characteristics are important to readers?)

Once I know the answer to the third question, I know what selling point I want to emphasize in the title. The next task is very simple, which is to present this selling point in a clear, vivid and interesting way.

For example, let's take this article today as an example:

The audience is friends who write for new media. What are the characteristics of the article? In addition to telling you that the title is important, it also lists the types of titles of popular articles, allowing you to modify the title scientifically instead of changing it randomly.

Why is this important? Because we often focus on the creation of content but ignore the title. As the saying goes, clothes make the man, and saddles make the horse. An article also needs a high-quality title to produce the value we expect.

Is there anything better? Of course there is, but this title is the most appropriate for now, so let’s leave it like this for now. It can attract the reader's attention and make them want to know more about what I want to say, so the title's mission is accomplished.

Ultimately, being gimmicky, clichéd or exaggerated is not necessary for a good title. If someone gets cheated once, it will be difficult for you to do business the second time.

A well-planned title can strengthen the content of the article and deepen the reader's impression. This is the true value of the title.

If you are not good at designing titles, don't worry. Sticking to a concise and direct style will also allow people to understand the purpose of your article.