What should you pay attention to before viral marketing goes viral?

Xiaolin Tongxie (hereinafter referred to as Xiaolin) created his own self-media site on August 20, 2015, and registered a WeChat public account with the same name on the same day. I wanted to use Internet tools to motivate my own learning, and at the same time share Internet knowledge and learning experiences with friends with the same background as Xiaolin.

Although it is focused on the Internet, it is not entirely true. It is more accurate to say that it focuses on product managers . Because the product manager is closer to Xiaolin's job content, Xiaolin is a new product assistant. He usually comes into contact with product-related work content. Occasionally, when he has feelings, he writes down his own experiences and summaries, or when he sees beneficial articles shared by experts, he can save them and share them to grow himself and benefit others.

After talking a lot of nonsense, it's time to get back to the point.

This is Xiaolin’s first article published on the Everyone is a Product Manager platform. Here are some of his thoughts after it received over 10,000 reads. If there is anything I said wrong, please feel free to criticize and correct me. I would be very grateful.

What kind of article did you write?

On August 31, 2015, Xiao Lin published an article titled “What have you done?” on the Everyone is a Product Manager platform. You are still far away from being a product manager". Although it did not have tens of thousands of readings like the articles shared by the big guys, Xiao Lin's article received 4,000+ readings on the platform's web and 10,000+ readings on the mobile version in just two days, and received a total of 60 likes. The article was also shared on Sohu and Tech Control via the Everyone is a Product Manager platform.

#Everyone is a Product Manager web version 4000+ readings#

#Everyone is a Product Manager Mobile version 10000+ readings#

#Sohu&Tech Control Sharing#

For Xiaolin, who was writing a sharing article for the first time, this was already a great success. But while reaping the joy, Xiaolin also analyzed some things that should be paid attention to before the article is shared virally. It may be of no use, but Xiaolin still wrote it down shamelessly.

Things to note before going viral: Clickbait

The purpose here is not to spread negative energy. This clickbait is not that clickbait. As a dignified clickbait, Xiao Lin thinks that it should be accompanied by high-quality article content. Clickbait that is not accompanied by high-quality article content is just being a hooligan.

Kobayashi wrote “What Have You Done? You are still far away from being a product manager. The title of the article was "You are still far away from being a product manager". Although the two articles convey the same content, there are great differences in their forms of expression. Xiao Lin feels that it is precisely because of this difference that many people who feel that they are still far away from being product managers or are confused about the goal can't resist the temptation to click in and see what they have done. This makes me still far from being a product manager.

Such a title can capture the reader's attention and make them click on the article to read it subconsciously. Xiaolin would like to thank the article review editors of Everyone is a Product Manager. Although you only added a few words to Xiaolin's article, you greatly increased the speed of article dissemination.

Things to note before going viral: High-quality content

Don't treat your readers as fools, especially in the Internet age where useful information is prevalent. Understanding readers' needs and sharing articles that are helpful or relatable to them is very helpful for the spread of articles.

What did you do? The article "You are still far away from being a product manager" describes Xiao Ming's (Xiao Ming is the victim again) experience of contacting and learning about products, his attitude, ideas, methods, etc. in the learning process, and analyzes why Xiao Ming is still only a product assistant after a year of contact with products. Some of Xiao Ming’s practices hit the pain points of many new product developers.

Things to note before going viral: Picture matching

What did you do? The final picture of the article "You are still far away from being a product manager" was also matched by the review editor of Everyone is a Product Manager. Xiaolin has no basic knowledge of art. In order to express the mood of new product people being confused about their work, Xiaolin searched for a picture on the Internet for a long time.

#Original picture#

#Final picture#

Which of these two pictures is better? Kobayashi Analysis

Original picture: Judging from the color of the picture alone, gray is a negative psychological suggestion, and it is estimated that it will convey more negative emotions to readers. Although it can express a confused mood, in the Internet age dominated by positive energy, pictures full of negative energy greatly reduce readers' desire to click in; secondly, "What have you done? The content of the article "You are still far away from being a product manager" is mainly to point out the mistakes that new product people often make and provide solutions. It is more about guiding new product people instead of confusing them.

Final illustration: The road is the main element of this picture, and the title of the article is secondary. It conveys a kind of hope to people. Product assistants who have been struggling to become product managers but have not achieved any results have seen a road leading to a distant place. It shows full of positive energy. Judging from the color matching of the picture, it also increases the temptation to read the article.

Things to note before viral spread: Precise delivery

The title, content, pictures, etc. are all ready, then everything is ready and the only thing missing is the delivery platform. It is important to choose an accurate platform. The users on the platform are the audience of your article, and the users of a platform often have precise needs. For example, the Renrenshizhe Product Manager platform shares articles related to the responsibilities of product managers, and its readers are almost all people who are engaged in product manager-related jobs. If you submit an architecture paper, Xiaolin thinks it will be rejected after review.

What did you do? You are still far away from being a product manager. The reason why the platform Renrenshishi Product Manager was chosen is precisely because Renrenshishi Product Manager has a large user base, precise demands, and is consistent with the content positioning of this article.

Things to note before going viral: Multi-platform sharing

The speed and scope of dissemination on a single platform are always limited, because the dissemination of articles almost always occurs on the platform. If you want the article to spread quickly and have a wide range of influence, Xiaolin suggests that the article be placed on multiple platforms, such as: Renrenshishipinmiao, Sohu, Tech Control, Toutiao, Yidianzixun, etc. are all good choices.

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