Guest IntroductionZhou Zihui, person in charge of Weibo hot topics. Mainly responsible for the operation of hot topic content of the entire site. He once led the operation and spread of phenomenal events on the entire network, such as #Ice Bucket Challenge#, #Duang#, #See you on Monday#, #We#, #It mainly depends on your temperament#, and #Ye Liangchen#. #Ice Bucket Challenge# has become a phenomenal public welfare event in China's Internet that has not been surpassed so far, with 5 billion readings, 200 celebrities, and 10 million participants. The article's cheating made #see you on Monday# a new buzzword of the era, widely used online and offline; and #Ye Liangchen# was a phenomenal Internet celebrity that was reborn after being silent for several years after Feng Jie became famous.Summary
Maybe you can follow the hot spots, but you may not be able to stir up the hot spots yourself
Why are your colleagues the only ones sharing the two-week event you worked so hard to plan?
The basic rules of hyping hot events
#Ice Bucket Challenge#, #Duang#, #See you on Monday#, #Touch your belly button with your backhand# Case analysis
I believe everyone has heard about the attack on the girl at the Yitel Hotel on Weibo. The influence of this incident has surpassed the Weibo platform, and it can be said that it has surpassed the Internet, becoming a topic of concern to the whole nation. Because this kind of horrific phenomenon is often hidden in jokes, an incident that people pass on by word of mouth is reproduced by a netizen in reality from a first-person perspective, so this kind of fear is extremely terrifying. Whether it is some ordinary netizens or some celebrities and big Vs, the attention is very high. As a site owner, we dare not slack off in following up the overall situation. The three parties we need to continue following up are Wanwan, Home Inns and Ping An Beijing.——Zhou Zihui’s opinion on the attack on the girl at the Yitel Hotel1. Five types of topics for hot events1. Breaking news: #Shanghai Bund stampede# #Tianjin explosion# #Yangtze River shipwreck#2. Entertainment: #See you on Monday# #We# #Slow down#3. Microblog native: #Duang# #It depends on your temperament# #Touch your belly button with your backhand#4. Charity activities#Ice bucket challenge#5. Other vertical categories#Doctors talk to the media#Why are these five topics divided into these five categories?The operating methods and strategies are different because the operating methods and strategies for each type of topic are different.2. How to be a good Weibo content operator?1. Rich information channelsAs a content operator, you first need to have very rich information channels and be able to obtain first-hand information on Weibo. The most effective but also the dumbest way is to follow enough communication node accounts. If you are engaged in a certain industry, it is recommended that you follow the top 100 accounts in that industry on Weibo. Within your time frame, weave these communication node accounts into a finer and denser network, so that you will get more and more timely information.A competent editor needs to follow 2,000 accounts. If you follow enough accounts that are communication nodes, the accumulation of followers will determine your vision on Weibo to a certain extent.2. Ability to perceive hot topics (news sensitivity + understanding of platform features)There is still a huge difference between a social media platform like Weibo and a news client. Weibo may not necessarily push things that a news client pushes, because Weibo is a social media platform. Although the information on Weibo has news attributes, its greater feature is the "fermentation" of some controversial topics. There are many topics that are not popular when posted elsewhere, but they can become popular on Weibo after being discussed by some celebrities and big Vs. So, the ability to perceive Weibo as a whole is actually based on two foundations. One is the understanding of user psychology, and the other is the understanding of the overall network atmosphere.As we all know, Durex does a really good and timely job in hot spot marketing. After discovering a hot spot, they can come up with a creative idea. What is the point? First, they can discover it; second, they believe that it will be hot; third, their creative speed is very fast.3. Judgment of nodal information on the development of eventsThe way an event is spread on Weibo is actually different from how it is spread elsewhere.Take the case of the Yitel Hotel as an example. After @Wanwan broke the news, the press conference of Home Inn and the response of Ping An Beijing pushed the spread of this incident to two climax points. The grasp of these two nodes is actually the nodes where you can occupy a very good position when creating a hot spot. It is very important to grasp this. Of course, this is a kind of judgment that requires enough experience.4. Guidance of highlights or hot spotsConsumption on Weibo is fragmented. If you don't raise the controversial point, people who pay attention to it will just leave. If you extract it, it can explode instantly. How to occupy a position and how to find the entry point requires more thinking.Weibo Products1. Hot topics: major events or hot trends, or major events being released on self-media platforms, it is definitely a good idea to pay attention to them as soon as possible.2. Hot Weibo: When a local hot event is discovered,hot Weibo will be ranked based on the number of reposts or comments on a single Weibo post. Generally, they are mainly based on entertainment stars or jokes. It is quite difficult to achieve the effect of popular Weibo by yourself unless you reach a huge amount. The incident of the girl being attacked at Home Inn Hotel was forwarded over 300,000 times within 4 hours on the same day, but it did not even become a popular Weibo post. As of today, it has been forwarded 927,000 times, commented on 260,000 times, liked 180,000 times, and has received 1.4 million likes, with over 1.5 billion views in 24 hours. This level exceeds all the popular Weibo posts in the first half of the year, and is even more popular than the incident involving Liu Yan.3. Hot search list: Everyone is paying attention to the sale ofhot search list. In the incident of the hotel girl being attacked, we, as a platform with a strong sense of justice and social responsibility, took the blame. Many people thought that we were selling this list. In fact, it is not. Hot search is the accumulation of searches by netizens. It is something that netizens are paying attention to after an event has formed a certain amount of dissemination. Hot search is a relatively passive thing.4. Push:Everyone will receive Push notifications when key events, controversial topics, and important progress information are pushed. This is the opposite of hot searches, and it is an active push behavior. Regarding the incident of the hotel girl being attacked, we have sent out at least three Push notifications. Friends who are engaged in Weibo operations can pay more attention to this. This is a more efficient and timely means of hot topic push. If you grasp this point, it is equivalent to grasping a major hot topic event.3. The amplifier behind Weibo hot spot operation1.Authoritative media reports or participation in follow-up can form an effective source of information, drive other media participation, and attract attention.Some high-quality content is very scarce for the media. If you produce good content yourself, the media will follow up.2.A group of jokes are high-quality content brick amplifiers. For example, if they are forwarded or originally posted by Zhang Jiang, amplifyinga group of them is a tool for producing content slots. A good content can be extended by jokes to create more content points.3.On the one hand, the influencer increases the attention of the event, which acts as an amplifier.On the other hand, it increases the credibility of the event and directly raises it to the level of an issue.4. Specific groupssuch as the Haha Party, young women and other groups formed by interests, age, gender, etc. These groups take advantage of their numbers to focus on the event, thereby influencing the attention of the above three groups of people~Behind those hot events,there are three types of communication directions:1. Top-down : #Ice Bucket Challenge#2. Bottom-up : #We#3. Fission divergence : #Duang# #Ye Liangchen#For the operation of #Duang##Ye Liangchen# event, it is very important to attract the attention of the whole network and create a network symbol.For the operation of celebrity events such as #See you on Monday# #We#, it is important to focus on the event itself and extend more content topics. This is the art of operation.The ultimate reward is that the original Weibo events such as #Touch the belly button with the back of the hand# and #It all depends on the temperament# have evolved into phenomenal events with the participation of the whole nation.The situation behind the popularity of the event of touching the belly button with the back of the hand is as follows: we first push some beautiful pictures of people with good figures touching their belly buttons with the back of the hand to female users to attract them to participate. When they see people around them participating, other girls will think "I can do it, too", which can attract a certain degree of dissemination. After that, we push it to male users or some potential users. In fact, male users are no less interested than female users. By advancing in this order, we will eventually achieve the effect of universal participation.—— END ——
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