New media operation: GQ Lab’s 10W+ topic selection skills!

If you are someone who often pays attention to public account tweets, you must have heard of the name GQ Lab. Do you know why it can frequently produce high-quality tweets? Do you know what techniques are there for choosing topics? This article will explain it to you in detail.

1. Analysis of the GQ Lab Official Account

1. Positioning: Incubated from the men's fashion magazine "GQ", he is a "hipster" who appears to be uninhibited but is deep and refined in his heart.

2. Account Category: Fashion

3. Certification information: Beijing Fenghua Chuangxiang Network Co., Ltd.

4. Topic characteristics: Explore social phenomena and life issues through the form of rants or cartoons.

5. Posting frequency: Daily, an average of 2 posts per day

6. Posting time: focus on 12:00-12:59, make full use of lunch break at work and weekend bedtime to push and increase interaction rate.

7. User Profile

(1) According to Xigua Assistant’s analysis, the ratio of male to female users is equal, with the majority of users aged 25-29 and 30-34.

(2) Through bluemc analysis of the Weibo account “智族GQ”, we found that:

① Mainly distributed in Beijing, Shanghai, Guangzhou, Jiangsu and Zhejiang.

②The majority of the people are born in the 80s and 90s.

③The occupations are mainly in the media field, such as advertising, public relations, planning, communication, branding, etc.

④The brands involved are mainly automobiles, skin care products and mobile phones.

(3) Through the overlap of the two tools, we get a user portrait:

They are distributed in Beijing, Shanghai, Guangzhou, Jiangsu and Zhejiang, and are mainly aged 25-29 and 30-34, working in media-related industries. They are urban youths who care about the quality of life and are on the rise in their careers. Care about topics such as workplace, interpersonal relationships, and fashion.

GQ's soft-text quotation and conversion rate are very high, and most of the brands it advertises are high-end Internet products and automotive products. It can be judged that users care more about the quality of life, have a certain consumption capacity, and are rich in imagination. Therefore, creative soft-text advertisements meet their reading needs.

2. Data Analysis

1. Title Analysis

Tuyue: friends, guide, adults, life, koi.

nlpir: friends, men, guide, life, contempt, love, breakup, troubles, excellence.

High-frequency words can be roughly divided into three categories:

• Tags: friend, straight man, adult, gentleman, driver
• Social hot topics: single, koi, evolution, breakup, going abroad, public
• Emotional color: sensitive, troubled, euphemistic, contemptuous

After analyzing all the article titles, we can conclude that GQ's title routine is:

• In addition to using common labels to make users feel involved, novel and accurate labels are often used to create a fresh sense of identity, such as "suspended youth" and "poker youth".
• Often use unexpected ways to attract attention, such as reversal, contrast, and contradiction, which deviate from conventional cognition;
• In terms of conveying emotions, the tone of hesitancy and creating suspense is often used;
• Articles about love, interpersonal relationships, workplace issues, and life guides have been the most sent content in the past three months.

2. Tag analysis

(1) The articles are roughly divided into seven categories:

• Interpretation: Subtle description of modern people's emotional experience, re-creation of characters or buzzwords in comic form
• Fashion: mainly celebrity interviews, entertainment industry trends, and fashion information
• Hot topics: Keep up with current news, such as holidays, emoticons, koi, etc.
• Tucao: Describe the current "little sadness" in the tone of a best friend's Tucao
• Workplace: Description of different occupational portraits, overtime pressure
• Soft advertising: mainly in the form of long comic pictures, telling stories in a tone that is close to the characteristics of life, and cleverly inserting advertisements at the end of the article. The brands are mainly automobiles, clothing and electrical appliances.
• Hard advertising: Different from soft advertising, it mostly adopts ordinary pictures and texts, and is a direct way to sell goods.

(2) The proportions of each type of article are roughly as follows:

In terms of content, soft and hard advertisements account for more than half. Except for fashion trends and celebrity interviews which account for 11%, the rest are articles related to hot topics.

In terms of form, the ratio of long comics to traditional graphics is approximately 3:2. More than 80% of soft-advertising articles use light-hearted and humorous long pictures/cartoons to increase their popularity. Even for traditional pictures and texts, the illustrations have been carefully artistically processed, using short comics, GIF animations, videos, etc. to increase the readability of the article, enriching the presentation form and media of the content.

3. Reading number analysis

(1) Categorize the articles with seven tags and calculate the average number of reads and likes, as shown in the figure:

Reading number distribution chart

Likes distribution chart

It can be seen that "career" articles are the most popular, which also indirectly proves that most users are in the rising stage of their careers and are concerned about topics such as career and interpersonal relationships.

The four categories of articles, namely “Interpretation”, “Hotspots”, “Complaints” and “Soft Advertisements”, hovered above and below the average line, and were of the stable performance type.

The reading and like numbers of "fashion" and "hard advertising" articles are both relatively low, which is related to the stiff writing style, lack of clever implantation and emotional resonance.

(2) Based on the reading rate and like rate, we clustered the articles and selected the top 20 for each category:

①High reading and high likes

Topic characteristics: 70% of the articles are related to "hot topics", "interpretations" and "workplace" which are close to the current society, and 10% are "fashion" articles. Among them, the "soft advertisements" with clever implantation and precise complaints are also very popular among users.

Title features: "Circle of Friends", "Office", "Chicken Blood", "Crisis"... add dramatic reversals to familiar scenes and create suspense. At the same time, the emotional tone is relatively positive, and articles such as anxiety and comparison will not work.

Tag features: Creating new words such as "social animal" and "masculine man" to attract attention

Content features: All are close to modern people's emotions and workplace life, and cleverly keep up with hot topics such as holidays, emoticons, and characters

PS: Because the maximum number of readings is limited to 100,000, the third-ranked "Wang Ziyi: From Boy to Gentleman" is actually the article with the highest reading-to-like ratio. This interview is not superficial. It can be seen that it is a serious and in-depth observation, discovering the "polite and courteous" and "low-key Buddhist" character, breaking the stereotype of young idols, and also in line with the users' yearning for the ideal image.

② Low reading and low likes

Topic characteristics: mainly "hard advertising" articles

Title characteristics: bland, with obvious advertising characteristics, and the rhetorical question hardly arouses curiosity.

Content characteristics: The text is rather stiff, mostly in the form of ordinary pictures and texts, with a simple and crude sales style.

③High reading and low likes

Most of the articles are "soft advertisements", with suspenseful titles to attract users to click, but the content is not fascinating enough.

④Low reading and high likes

The articles are mainly divided into three categories: "Hot Topics", "Fashion" and "Complaints", with interesting content and relatively bland titles.

3. Topic planning for the next week

1. General topics

(1) Nine-square grid method

Based on user portraits and analysis of high-frequency words in titles, we derived user tags: love and emotions, worries, koi, office survival, celebrity gossip, quality of life, social norms, and life guide.

Based on the content positioning, menu bar, and main advantages, the public account tags are as follows: circle of friends, occupation, middle class, adult, fashion forefront, social hot spots, life complaints, interpretation and re-creation.

Topic 1: Psychological test subtext, good words can't be taken up by you all

Keywords: Life Guide + Social Hot Topics

Content: Through the re-creation of the psychological test of NetEase's screen-sweeping, the commendatory words are given derogatory meanings to create a reversal of fun. For example, wisdom (when faced with urgent deadlines, there are always unexpected ways to escape), calmness (when the task is urgent, he can check his Moments without panic), rigor (worrying about 0.1 pixels every day), etc.

(2) Mind Mapping Method - Deconstruction of the MECE Principle

Through the previous user portrait analysis, we selected people aged 25-29 and 30-34 to analyze topics of concern such as life and work. This time we start from the user pain points:

At present, there are voices of positive energy and hard work in society, as well as voices of "Buddhism" and "depression". Combining these two conflicts of values, choose the point that "mainstream exercise methods are not suitable for me".

Topic 2: New sports anxiety

Keywords: health + exercise + vest line

Content: The waistline has become a popular ambassador of positive energy. But it is easier to lie down than to get up; it is easier to get a card than to lose weight. I once wanted to die after running 800 meters, and I pulled a muscle while lifting weights and had to lie down for three days. I can't help but ask: Is there any freedom to not like fitness and exercise? Then, you can carry out soft advertising placement based on the advertiser’s products (such as sportswear) and find your own unique way of exercising.

2. Series selection

Topic 3: Sellers who sell "Goodnight Chat" services on Taobao

Keywords: professional cost-effective series

Content: The "Career Value Series" in the GQ Lab menu bar has always had a high readership. Currently, we have analyzed various distinctive industries such as flight attendants, cosmetics sales, and real estate agents. This time, we start from the lonely life of modern people, select Taobao sellers who sell special services - goodnight and chatting services, and observe the lonely people living in the city.

Question 4: What is your ideal working environment like?

Keywords: Fixed interaction + office topics

Content: GQ will push more concise interactive articles in the near future, such as "What is the last app you opened before going to bed? ”, you can regularly raise topics, interact with users in the comment area, and collect excellent answers as writing material.

Ideal working environment: cat-stroking area, free Starbucks, afternoon tea with instant chatting, specific “PlayerUnknown’s Battlegrounds” weekdays, an office with a big soft bed…Come and share what your ideal working environment is like?

3. Hot Topics

Topic 5: 2019 Mid-Year Koi Picture Book

Keywords: Koi + 2019 mid-year summary

Content: With 2019 already halfway through, many people are feeling more depressed, tired, and hard-working than ever before. Therefore, the "koi" phenomenon came into being, attracting people to forward it and hope that luck will favor them. While you are forwarding the koi message, there is a group of people who are having a very good 2019. Through contradictions and reversals in writing, it arouses people's curiosity.

Topic 6: A guide for young people who cross over to become micro-businessmen to survive the winter

Keywords: Cold winter + economic downturn

Content: The economy is indeed not very good, and all walks of life can feel it sensitively. The most obvious phenomenon is that more and more people in the circle of friends suddenly start selling things without any agreement. When people around us are recharging themselves, starting small businesses, and returning to school, micro-business can be a life-saving straw in the transition period, a placebo to avoid anxiety and emptiness.

Related reading:

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2.14 self-media publishing platforms and commonly used new media operation tools!

3. New media planning event promotion and operation tool library!

4. New media planning event promotion and operation tool library!

5. New media planning event promotion and operation tool library!

Author: Small report team leader

Source: Small Report Group Leader