How do you create a WeChat article with over 100,000 readers?
| Self-media, Internet and game companies, and traditional media need to write good articles and run good WeChat public accounts, relying on content, that is, articles. The problem lies not in the writing style but in the operation. Operating a public account is definitely not as simple as writing articles. ——The title must be widely spread- for an article with more than 100,000 readers, the title accounts for at least 80% of the weight, which is not an exaggeration at all. Especially after the official account is folded, users can only see the title in the subscription account push. If the title is not interesting, users will not click on it. For example, during the 2014 CJ, a class representative wrote an article called "ChinaJoy Hookup Guide", which instantly received a huge number of readers, but was later deleted by Penguin. A careful analysis of the title shows that ChinaJoy goes straight to the core of current events. Hooking up directly refers to the various fantasies of hundreds of thousands of attendees about ShowGirls, because many of them go there just to see the girls, while the guide goes straight to the user's pain point - how to make an appointment? Therefore, ChinaJoy+hookup+guide perfectly combines current events, core figures and core needs. As for whether the title is longer or shorter, it is like sensitive words. The length and thickness vary, but it mainly depends on whether female users feel comfortable using it. As long as it is comfortable, the length does not matter. But it must be strong and powerful, not soft, and every word and every phrase in the title must be carefully considered. For example, the class representative's humble work "Those Awesome Shenzhen Companies" has been read over 1,000,000 times. It took about a week to produce, and three days were spent on thinking of the title. The original title was "Survey of Shenzhen Innovation and Entrepreneurship Companies", but it always felt like a government work report or a piece of water writing to feed the media, so it was changed to "Those Awesome Shenzhen Companies", and it became an instant hit. Popular, direct and easy to spread. ——Analyze user needs—— Reading is the most basic demand of mobile Internet, and its usage time is second only to social apps and games. As long as there is a demand, it is worth studying. Analyze user needs, that is, select topics. We found that successful original WeChat public accounts often do not follow the trend in content selection, but are unique and even lead the trend. Daily needs vary depending on the attributes of each public account, but users all have basic needs. For example, in the gaming industry, subscribers need to know the latest information, as well as all the practical stuff and professional skills improvement. This is a normalized need. Normal needs should be covered on a daily basis while being differentiated, and a corresponding topic selection timetable should be formulated. Explosive demand Explosive demand refers to the need of subscribers for a deeper understanding of events or characters after a sudden major event, which requires authors to have the ability to meet this demand. For example, China Unicom and China Telecom recently obtained FDD licenses, but many subscribers are confused about what FDD is. What the hell is this FDD? ? ! ! Therefore, many technology media accounts will immediately withdraw related articles on FDD interpretation. This is to cater to the timeliness needs of users that are rapidly expanding in the short term, and it is also a good way to increase followers. What kind of impact will the chain reaction demand , such as the central bank's interest rate cut, have on the national economy, capital markets, entrepreneurial behavior, stock markets, and even personal life under this general background? A series of detailed needs will be derived. This is an opportunity for public accounts in various fields to complete the chain reaction needs of users based on their own fields. The need for curiosity and gossip satisfies users' desire to show off. Based on existing intelligence and information, articles about unknown investigation reports, field visits, and first-hand experiences in the corresponding fields are very popular among users. For example, the technology account Guokr.com, their articles are all of a curious nature, such as how long sperm can live, what are the main chemicals in farts, etc. The demand for going against the mainstream: Today’s WeChat users, especially those born after 1985 and 1990, have an extremely strong demand for going against the mainstream, and this demand is becoming more and more widespread. For example, you can refer to Chai Jing’s video about smog. There are quite a few media outlets that hold opposing views, and their audiences are not few either. According to the class representative's analysis, these authors themselves do not actually tend to favor any particular point of view. A large part of them are anti-mainstream just for the sake of being anti-mainstream. For the same event and opinion, they need to be original and different. So when we write articles, can we meet the needs of this group of users? Anti-mainstream demands are divided into: demands for ugliness, anti-authority demands, demands for self-denial, demands for exclusivity, etc. Note that it is anti-mainstream, not non-mainstream. Basically, this is the demand of most users. What to write at what time and under what circumstances requires specific analysis of specific problems. The hardest thing to do is often to meet users' daily needs. This is the simplest and also the most difficult. ——The topic should be timely—— The importance of topic selection is second only to the title. What to write is often more important than how to write it. Be prepared for hot topics, professional topics, and virgin topics. (I’m really sorry for always using myself as an example) For example: the class representative previously selected the topic according to the reverse subtraction method. Pay attention to changes in the Baidu Index. Pay attention to WeChat's hot search list and hot words. Pay attention to changes in the topic selection of WeChat accounts of the same type. Look for sub-sectors and specific content that have not yet been paid attention to. Formulate differentiated topic selection routes. Do you think I pay attention to the Baidu Index and WeChat's hot search list in order to write about hot topics? NO! I just want to avoid these hot topics. I can't write about Chai Jing as well as those well-known media people and observers, I can't write about FDD as well as those self-media people with a technical background, and I can't write about the central bank's interest rate cut as well as those financial professionals. So, I avoid the big spots and open up virgin land. At the same time, you should also avoid topics from very mature self-media, such as topics from well-known technology media. No matter how well you write, in the minds of ordinary technology industry users, the brand effect of well-known technology media has already been formed, and it will be difficult for you to break through the brand barriers that others have built over years of hard work. ——The content should be simple, straightforward, direct and in-depth—— As a hardcore reader, class representatives often see many articles that have been written for thousands of words but have not yet gotten to the point. They are long-winded and do not get to the point. This is a taboo in WeChat articles. Foreplay is necessary, but once it is done, you should get to the point immediately. The simpler something is, the more likely it is to be widely disseminated. Therefore, excellent WeChat articles are about subtraction rather than addition. All you have to do is express your topic in the simplest and most direct language. The writing level of most self-media people remains at the level of junior high and high school essays, but in fact, WeChat articles are essays with given topics. A good habit is to spend time thinking about what to write, and then immediately start to come up with a good title. With a good title, you can organize the content more effectively. Content planning must be professional, meticulous and unique. The class representative’s previous work, “Those Awesome Shenzhen Companies”, had a very simple content and structure: ————Company name———— ————Industry———— ————Financing situation———— ————Detailed introduction———— ————That’s it———— Such content and structure had almost no technical content and literary requirements. Most of the content comes from public information. The only technical thing is that you happen to know the existence of these awesome companies and follow them. Simple elements like timely topics and carefully planned content combined together can create a terrifying spreadable force. ——Let subscribers help you spread the word spontaneously—— The class representative’s iconic masterpiece "Those Awesome Shenzhen Companies" was reprinted by major media as soon as it was released, and the number of readings exceeded hundreds of thousands. Summary and analysis: First: The topic is fresh and innovative enough——virgin field combination; Second: The content is simple and easy to read——simple writing and structure setting; Third: The user base is very concentrated——most of them are Internet companies in Shenzhen; Finally: It naturally has the attribute of dissemination——Let your users take the initiative to help you spread this article and hit the point impartially. The forwarders are all employees of the Internet companies mentioned in the article, investors and friends of these companies, observers who are keen on the entrepreneurial field, and entrepreneurs in various vertical fields of the Internet. They have all spontaneously joined the torrent of dissemination, because it is almost equivalent to advertising their niche fields, their companies, and their entrepreneurial projects. Afterwards, the CEOs of three companies told me that they received investment very quickly after being reported, and eight companies reported that they were reported by many media outlets during that short period of time. The class representative did not send red envelopes in the WeChat group to ask for forwarding, nor did he spread the message deliberately. As long as the content and structure are well designed, there will naturally be a lot of people who will help you spread it. ——Don’t be too serious, be casual—— A long time ago, the articles written by class representatives were all serious, and even had strict requirements. But after starting my own media, I was able to do whatever I wanted. If I count the titles of the articles written by the class representatives, they are like: "A Beginner's Guide to Pretending to Play Mobile Games", "Self-cultivation in Business", "A Guide to Picking Up Girls in Mobile Games", "A Collection of Various Stupid Questions", "A Series of Complaints about Mobile Games", etc. I can do whatever I want, without any constraints. The results are far better than those of formal writing. The more entertaining the better, the more casual the better, even the more vulgar the better. You must know that the Chinese people's ability to judge ugliness is far greater than their ability to judge beauty. WeChat self-media itself is a new media form that exists independently of traditional media forms, and must not be constrained by traditional media forms. It's all about human nature. ——The abstract and illustrations are bonus points—— If it is a single article, in addition to a good title, a concise, powerful and highly generalized abstract that can arouse the desire to read is very important. How to write an abstract? You can extract a paragraph from the article and summarize what your article is about in general terms. You can also use rhetorical questions to arouse people's thinking and desire to click to read. You can also use an ambiguous or even incomprehensible paragraph to arouse users' curiosity. The same is true for illustrations. In fact, class representatives write articles very quickly, but the time spent on illustrations, title creation, and abstract writing far exceeds the time spent on writing the article itself. A good illustration will make users click in unconsciously. The illustration should be clear and free of watermarks, and have a high level of quality, and be related to the main theme of the article. ——The layout should be beautiful and elegant—— The header, bottom and layout of some public accounts are very low, but some give people a feeling of simplicity, elegance and beauty. This has a subtle influence on users. In fact, the public account article itself is a product, and the layout is your UI visual communication, which is very important. Generally speaking, it is recommended not to be too fancy, the font color should not be too bright, the article font color should not exceed three colors, and it is best to use light tones as the main color. The layout should have a clear distinction between the primary and secondary, and a clear structural hierarchy. You can use third-party WeChat typesetting tools. Basically, this is how a popular article is created on WeChat Moments. But if you ask me what is the core of writing a popular article, I would say it is talent. Yes, it is talent. Writing is creation, media is communication, and WeChat self-media is an art. It depends not only on hard work but also on talent. If you have talent, it will be easy to succeed. If you don’t have talent, no matter how hard you work, it will be useless. But then again, there is no such thing as an invincible general in the world, and not everyone can laugh all the time and laugh to the end. If you want to gain media value, you must persist for a long time. Don't be discouraged even if an article has only a few hundred readers. After all, a few hundred people are equivalent to a battalion of the People's Liberation Army. As mentioned earlier, the true value of an article has no essential connection with the number of readings. Although a practical article about the gaming industry may only have a few thousand readers, its contribution to society is definitely much greater than a funny article with 100,000+ readers, isn't it? ——Extension: How to measure the value of a self-media—— AaaS, Article as a service. Self-media is now very vertical and exists in all walks of life, but how do we measure the value of these self-media? Let’s skip the self-media in the to C field for now. The focus here is on B2B self-media. The article itself has no value, but it becomes valuable after being disseminated. The current mainstream media cannot cover more segmented and relatively vertical areas, which is the soil for the survival of self-media. After several years of immersion in self-media, the class representative concluded that the value of a self-media should be based on the following formula: Self-media value = (total number of readings*30%) + (total number of reposts*30%) + (total number of collections*5%) + (total number of backend interactions*5%) + (number of fans*10%) + (number of media reposts*10%) + (probability of being mentioned without implication*10%) The weights of each item can be adjusted according to their respective fields, and this formula is more suitable for to B type self-media. This is roughly my opinion, which may not be completely correct, but it is all based on my real experience over the past year. I hope it can help all self-media people and company media managers. Discussions and criticisms are welcome! |
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