How to increase the opening rate and sharing rate of public account articles?

No direction in running a public account? Understand these 4 types of articles and don’t panic!

How many editors dream every day of seeing the number of readers of their public account articles soar, and they put a lot of effort into it, working day and night, and many of their black hair has turned into black hair.

I choose topics and write articles every day, think of titles from time to time, work hard on typesetting, and work day and night on promotion...

However, the two goals of article opening rate and sharing rate have always been an indelible pain in new media operations!

The open rate shows whether your topic and title are attractive enough, which directly determines whether users click on the article; while the sharing rate shows whether the content of your article is enough to move users, which directly determines the secondary communication of your article.

When you have no direction in running your official account, how can you optimize your articles by combining these two important goals?

Besides staring at the data for an hour, at least we know there is something we can do.

This is what Lao Zei wants to share with us today. I don't seek to solve all of your problems directly, I just hope to bring you some help and promote some improvement.

First, based on the opening rate and sharing rate of public account articles, all tweets of a public account are nothing more than the following four types:

Category 1: high open rate, high sharing rate;

Category 2: High open rate, low sharing rate;

Category 3: Low open rate, high sharing rate;

Category 4: Low open rate, low sharing rate.

We can calculate the average historical opening rate and sharing rate based on the historical data of the official account. Using the average data as a benchmark, you can know which type each of your articles belongs to.

In this way, we can prescribe the right remedy and target our problems.

1. High open rate and high sharing rate

This double-high situation is of course the best and most ideal.

What we need to do at this time is not only to applaud ourselves, but also to make a serious summary. Success is hard to come by, once we succeed, we need to learn from success.

Immediately analyze these "double-high" articles, from topic selection to title, from layout to content, from forwarding settings to emotional expression, without missing a single point, summarize the techniques, and then put them into your own "arsenal", polish and accumulate them over a long period of time, and form your own systematic knowledge.

2. Low open rate and low sharing rate

This double-low situation is definitely what every new media person is most reluctant to see.

But once something happens, there is no way to avoid it. It is better to learn from the experience and try to prevent it or even avoid it altogether next time.

There may be many reasons why an error occurs once or twice, but if it occurs every time and there is no improvement, then it must be your problem.

what to do?

Summarize the reasons for failure and learn to self-examine!

Everyone likes to read "success stories", but we should review "failure stories" even more.

Especially in this day and age, there are thousands of keys to success, but there are always so many reasons for failure. If we can find the problem again and again when we fail, and learn to summarize the points of failure to form a self-examination checklist, we will be closer and closer to success.

Therefore, every self-media person should make up a self-examination checklist for his or her articles.

While you are writing your article, or even after you have finished writing it, you can take your list of questions and compare it to your content. for example:

(1) Is the article topic popular?

(2) Does the topic hit the readers’ pain points?

(3) Is your approach to the topic different from others?

(4) Is there enough content and information corresponding to the topic?

(5) Is there a deeper level of cognition and thinking than that of others?

(6) Is the content highly personalized?

(7) Are there any stages and texts that are dispensable?

(8) Is the value of the content to the readers clearly communicated?

（9）Does the content resonate with readers?

(10) Does the title let the reader know that the content is related to his personal interests?

(11) Would I be happy to forward this title to my friends?

(12) Would people who see this title in their Moments be willing to click on it to read it?

…

You will find that every time you take this self-examination checklist and revise the article you want to publish a few times, you will be more satisfied and more confident, and you will not always let things take their course.

This is a good habit that failure brings us. Failure does not bring us nothing, it also brings us "wealth".

Okay, above we talked about the "double high" and "double low" situations of articles. Now I will talk about the remaining two situations, one high and one low. This situation is more common and urgently needs to be optimized.

3. Low opening rate, high sharing rate

When the article is pushed out, the sharing rate is quite high, but the opening rate is very low. This situation is the most distressing, because the quality of the thousands of words of content that I worked hard on has been recognized by everyone, but it failed because of a title of more than ten words.

So heartbreaking!

All we have to do is make the title eye-catching!

If a title cannot attract people to click on it within 3 seconds, then it will never have a chance to appear on the stage. In an age of scarce attention, the importance of headlines about new media tweets is obvious.

Lao Zei combined the title methodologies of many public accounts in the past and some of his own practices to summarize 10 methods of writing titles, which I believe can make your titles more attractive.

(1) Numeric symbols

"You have 100 ways to get fat, I have 1000 ways to make you look thinner"

"It's a heartfelt movie made 30 years ago, I regret watching it only now"

In these titles, you must first see the numbers. Due to the different ways of expression, our brain will give priority to recognizing numbers. Using numbers in the title can help increase recognition.

Moreover, articles with numerical symbols make people feel that they contain a lot of information. The charm of numbers is that they can be well summarized and generalized, stimulating people's desire to open the article to obtain valuable things. Moreover, they are simple and clear, which is very conducive to mobile phone reading.

(2) Questioning

Question sentences can effectively trigger consensus among fans. If a fan also wants to know the answer, he will click to read.

The tone of rhetorical questions will be more intense, often breaking the reader's past cognition and misconceptions, triggering the reader's thinking.

Let’s feel it:

"Is a 2,000 yuan bag worth posting on WeChat Moments?" 》

"What's the use of this body if I can't drink milk tea?" 》

(3) Follow the trend

This big support can be a government department, a famous company, a famous school, a celebrity, or a star. Especially in this era of traffic-dominated fan economy, the amount of topics generated by the celebrity effect cannot be underestimated.

In addition to the celebrities in the public, there are some recognized KOLs in all walks of life. With the help of these experts or these well-known organizations, we can make our voices heard from their mouths and attract our attention!

For example:

"After using these girly things, only Liu Haoran is worthy of me"

"Hermes among chocolates, let yourself stand at the top of the Valentine's Day ticket circle this year"

"The Forbidden City has released a lucky red string, Yao Chen, Jing Tian, ​​and Wu Qilong are all wearing it"

(4) Useful dry goods

This type of title has a high number of collections and views, all of which are to tell readers that you have a solution to the problem.

Summarize and sort out the content of a certain segment, and simplify the knowledge contained in the content, so that users can see the article at a glance and get the essentials, while also saving time and improving efficiency.

Terms such as "8 rules", "a long article", "10 minutes", "22 conclusions", and "4 questions" all use numbers to express very clear interest points.

For example:

"Are you particularly ugly in your boyfriend's camera? With these 3 simple tricks, you won’t have to worry.

"Even if you suffer from severe procrastination, you can still finish reading 100 books in a year!" 》

(5) Citation Dialogue

If you want a title to have a consensus, citing a dialogue is the most common type of title. The simplest and quickest way is to add the words "you and me" into it.

This kind of conversation can be a conversation between old friends, as if the reader is right in front of you and feels involved - this article is written specifically for him/her. For example:

"congratulations! I saw the most reliable eye cream review before I turned 25! 》

There is also a form of conversation that is commonly used on WeChat nowadays, which is to shout at others by making complaints and counterattacking. This tone of voice makes readers very interesting, and they click on the text with a mood of watching a good show:

《“You’re rich, isn’t that great?” “Great”》

"Girls shouldn't work too hard?" "Will you support me?"

(6) Surprise offers

Promotional titles are the titles we write most often. Many people just put out a promotional policy and then add an inciting call.

We can also write discount titles to first tell readers the biggest highlights of the product: popular, high sales, favored by celebrities, comparable to big brands, etc. Then create a sense of scarcity, triggering readers' fear of missing out on discounts. For example:

"The hottest bags in Europe and America are on sale at super low prices" (Original Title)

"The designer bags that people are going crazy about on Instagram are only 1 yuan" (revised title)

(7) Opera resistance

The core of dramatization is to create opposition, conflict, and contrast. This technique is most commonly used in story-based headlines:

Someone has all kinds of contradictory labels, and perhaps does something very contrasting in an extremely difficult and dramatic setting.

For example:

"My colleague's "stupid trick" made me the company's annual sales champion"

"Your sister is so pretty, she's my mom!" 》

(8) Curious suspense

Once you’ve aroused the user’s curiosity, instead of immediately prompting the answer, start a conversation with a topic that doesn’t seem directly related. The other party's attention has been piqued by you, and there is suspense in his heart, but you have not reminded him, and his desire for the answer will increase.

The title arouses curiosity but does not reveal the answer, deliberately omitting some information to make him click on the article. For example:

"We beat the price of a house for an elderly American couple. When we went to collect the house..."

"You definitely don't know these hidden truths..."

"If you follow the trend and buy these lipsticks, you will only become uglier!" 》

(9) Comparative law

This type of title mainly starts from the differences between products or concepts, and creates contradictions and comparisons through digital comparison, three-dimensional comparison, and violation of common sense.

By making comparisons in the title and magnifying a certain aspect of the object being described, it may seem a bit exaggerated but not pretentious, making users more willing to click to learn more. For example:

《After eating this pineapple cake, all others are just compromises》

"It is sweeter than 99% of the fruits in the world, and its mousse-like texture is so tempting"

"These 10 small items are 100 times more useful than brown sugar water during menstruation"

(10) Find your seat

Readers will take a closer look at anything that is related to them.

This "matching" can be yourself or a type of person you know. For example, the check marks in Mimi Meng’s famous article “To the Bitch: Why Should I Help You” may be those “bitch” you have always faced who dare not speak out.

What are the little quirks of Aries that are difficult to talk about? 》

How can a girl with average looks become beautiful?

The above are the 10 ways to write titles that Lao Zei wants to talk about. These methods can indeed greatly increase the opening rate of article titles, and make those articles with high sharing and low opening rate go to the next level.

In short, a good title is one that allows valuable information to be conveyed without hindrance. I think this is a good reference principle.

4. High opening rate, low sharing rate

The last situation is that the article is pushed out, the opening rate is quite high, but the sharing rate is very low. In this case, if your article is not good at all and is just a clickbait title, then there is nothing to say.

However, if the topic itself is good, and you have worked hard to create the content, and the title is just right, in the end, due to some details not being done well, the sharing rate is very low, which ultimately leads to a significant reduction in the number of views.

What a pity!

The question we need to solve at this time is why those who have read the article share your article?

This requires the use of "social currency", which is emphasized in "Going Viral" and "Social Ratio" and is used by Internet celebrities.

The concept of social currency has been mentioned by Mumu Laozei before. Simply put, when we forward and share an article on WeChat, it is largely based on social currency, which is a tool that can induce communication and is also the key to sharing.

Everyone needs social currency, and what our article is about is providing it to them. This social currency mainly includes:

(1) Provide users with topics to talk about

Can your content provide users with topics for conversation? For example:

"In Beijing, 20 million people are pretending to live"

"Slash Girl!" Started a business at the age of 22, appeared on Forbes twice at the age of 28, and built a first-tier Silicon Valley fund within 10 years.

(2) Assist users to express their ideas:

Can your content help users express what they really want to say? Especially when they want to say something but can’t for various reasons? For example:

To the Bitch: Why Should I Help You?

What do girls hate most about boys posting on WeChat Moments?

(3) Assist users to create/consolidate their image:

Does your content help users portray/reinforce the image they want? For example:

People always ask me what it's like to be a nurse

"There is also a chain of contempt in the advertising industry, and the copywriters are struggling at the bottom... I don't accept it! 》

(4) Satisfy users’ needs to help others:

Can your content be shared by users to help their friends? Can sharing and forwarding help users maintain good relationships with others? For example:

"ferocious! A sticker can protect women's personal safety. It turns out that this is how it works.

The three major operators announced that domestic long-distance roaming charges for mobile phones will be cancelled starting September 1.

(5) Promoting social comparison/competitive psychology among satisfied users:

Does your content make them look more relevant? More depth? More stylish? Richer? …For example:

《5 basic issues that determine the success or failure of entrepreneurship, but only 1% of entrepreneurs know them》

"115 seats in the Fortune Global 500!" How far are Chinese companies from greatness? 》

If your content can provide sufficient social currency (provide topics for conversation, help others, demonstrate your image, help express yourself, and promote comparison), then the chances of forwarding and sharing will be greatly increased. (I mean increase the chance)

However, nothing is absolute.

It doesn't mean that if you provide users with enough social currency, they will definitely forward and share.

Many times, the straightforward and useful content we write is not forwarded by anyone, right? It’s not that the content is not good enough, but rather a way for readers to maintain their own strength.

I guess the user's psychological activity might be like this: "Oh, this is good stuff, I'll save it quickly, and don't let XX find it, this is my knowledge base."

It's very simple. For the same high-quality content, "sharing" can shape your personal image and consolidate your social image; while "collecting" is a way of worrying that the sharing of the content will reduce your competitiveness. It is an act of self-protection and forms an internal competitive barrier.

Therefore, the useful content that you write very well can also be divided into two types.

Easy-to-share content:

Thought-based content - This type of content mainly includes various ideas, methodologies, and strategies of big names (excluding operational methods that can be used immediately). Sharing this kind of content will make you look awesome.

Pretentious content - This type of content mainly involves the discovery of in-depth knowledge in a vertical field, the interpretation of unknown things, the dismantling of knowledge that overturns common sense, and knowledge that opens the mind, etc. It looks great, and the people who share it are also great;

Information-based content - This type of content is mainly very exciting, complete, and timely news, which can be shared as first-hand topics;

Conceptual content: This type of content is mainly about unique, sharp, and valuable ideas. Sharing them not only expresses what you want to say, but also consolidates your image.

Inventory-type dry goods - this type of content is mainly various industry-related inventories, which are now a more popular type. For example, the year-end inventories done by major platforms every year have a high sharing rate.

Summary: This type of dry goods is full of various social currencies. It can provide topics for conversation, help others, show image, assist in expression, show position, etc. It can do everything and can portray one's self-image very well.

The most important thing is that although it is full of professional knowledge, it is not so direct or simple to improve one's core competitiveness, and it cannot be used immediately.

Therefore, there is no need to "maintain" it too much, just share it.

Hard-to-share content:

Technical content - This type of content is mainly various technical content, which is quick and effective and can solve problems immediately. The more advanced the technology, the less willing people are to share it;

Resource-based dry goods - this type of content is mainly various dry goods resources in the vertical industry. The more we can't access, the better. Of course, they are kept privately;

Tool-type useful information - Each vertical field has its own magic tools. If you find a useful tool that can make money immediately, will you share it as soon as possible?

Unique skills type dry goods - this type of content is mainly various small tricks, the latest discovered new tricks, strange tricks, unconventional routines, etc. This kind of skills is fine if it is for public entertainment, otherwise it will be more likely to be collected for personal use.

Summary: Although this kind of dry goods are also various social currencies, they are more of various useful techniques, quick methods, and unique skills. If they are related to yourself, who is willing to share?

Moreover, this kind of professional knowledge is very effective in improving oneself in a short period of time and can be used immediately. Of course, people who read it should "maintain" it instead of sharing it.

So, if you write about content in a vertical field and want more forwarding and sharing, then you should tend to write more "social" articles.

Okay, that’s all about the four types of articles in official accounts. When you have no direction in running a public account, don't panic, the solution has been given.

In addition, if you want to know more, you can pay attention to it. There will be updates on some knowledge points and methods of public account article search, public account article search, and WeChat public account search in the future.