Three core keys to creating explosive articles through new media operations!

There is actually a fixed template for hot articles. At least we need to master the basic knowledge of these three aspects: 1. The mechanism of the platform 2. The creation of copywriting content 3. Winning over the audience

1. Platform Mechanism

Taking Toutiao as an example, the biggest feature of Toutiao is its intelligent algorithm recommendation for content. The so-called intelligent algorithm recommendation is to push the right content to the right people. The platform is equivalent to a precise traffic distribution machine. Then label the content you wrote, so as to match the character attributes behind the content label for intelligent push. This is the recommendation intelligence of Toutiao. Therefore, before you write an article, you must determine who your audience is, regardless of the quality and level of the article content. In other words, the wider your audience is, the more recommendations you will get.

2. Contents:

1. Tracking hot spots

Articles on hot topics can easily become explosive articles because they are very timely. Basically, when something has just come out and the public is still half-understanding about it, it is most likely to arouse everyone's curiosity and attention. For example, last week's events related to "Xue Zhiqian" were criticized, and various big accounts were posting articles crazily, striving to attract the public's attention in the form of explosive news as soon as possible. So what are the forms of this type of article? Basically it is "facts + evidence + predictions". Facts are things that have been reported, but where is the evidence? The evidence requires the editors to dig up some information, usually by digging up relevant Weibo or social media, so what about predictions? A prediction is your guess about what will happen next. Of course, this guess must be relevant to the facts and evidence collected! Of course, this type of article should also pay attention to the following aspects:

(1) Authenticity, preferably news that has been confirmed by authoritative media;

(2) Understand the development of the situation and try to find the development direction that the public is concerned about;

(3) Go with the flow. Although being criticized by thousands of people is a form of fame and attention, it is also harmful to the brand and the official account itself.

2. Sense of resonance

Luo Jiaoshou followed many well-known public accounts, mastered the theoretical knowledge of operation, explored and analyzed the public account operation skills, and summarized the following rules through comparative research on several outstanding large accounts in the industry: emotional articles can easily resonate with users, trigger explosive points, and be widely shared.

How can we make the article resonate with people? I also talked about this in my previous article “How to Resonate with Users”. In order to make readers feel involved, instead of just preaching general principles, the details often play a decisive role. Just like writing an essay, try to make the expression as lifelike as possible, preferably something that everyone will encounter. For example, the moral blackmail of "forced to give up seat", "friend borrowed money and didn't pay it back", "fell in love with a scumbag", "met a weirdo", etc.

3. Emotion + Story

Hot articles with story-telling nature can make users addicted. Hot articles on social media must have emotions. Above emotions are feelings, and above feelings are values. This represents different levels of content. For example, most of Mimi Meng’s articles are like this. The best articles of this type have a reversal in the middle or at the end, making the user feel that it is reasonable yet unexpected. As long as the plot is strong enough, readers won’t even mind if you appropriately add advertisements at the end. (Official account, Horizon Marketing Classroom)

3. Get the audience

Whether you can attract the audience is directly related to the content of your article. The most important thing in marketing is to understand human nature. We must fully understand the user's tone and allow the audience to deeply participate in the interaction. This will also increase the recommendation volume of your article.

Author: Horizon Marketing Classroom

Source: Horizon Marketing Classroom