How to write 100,000+ words in new media operations? Share 2 major methods!

Based on his own experience, the author of this article thought about how to correctly view the issue of "100000+", and analyzed the two major methods of writing "100000+" based on case studies.

In this first article, I will answer these four questions:

1. 100000+", can it change your destiny?
2. “100,000+”, does it mean good content?
3. I am a newbie, how can I write 100000+?
4. "100000+", is it a derogatory term?

First, let’s start with what everyone is most concerned about:

01 "100000+", can it change your destiny?

Let’s be honest: it’s hard.

First of all, how many followers can “100000+” gain?

Let me give you a set of reliable reference data directly.

Suppose an article has 100,000 views, and all of them are from users who "don't follow you".

1. If the article has a strong sense of exclusivity and a clear motivation for attention, you can add 2,000 to 5,000 new users with 100,000 reads;
2. If it is an "emotional" "inspirational" article with 100,000 views, you can add 1,000-2,000 new users;
3. If it is a simple "hot news" article with 100,000 views, you will gain less than 1,000 new users;

So, a small account wrote an article called “100000+”.

Unfortunately, it's still a small size.

If you want to cold start a public account through a picture or text, the reading volume of this picture or text must reach 1 million+.

1 million views can increase the number of active fans by about 20,000. With this volume, it is possible to receive some small advertisements.

What about income?

One month, a few thousand.

Therefore, only when you have written a hit article with a reading volume of 5 million+ and you have a certain ability to continue creating, you will be more qualified to consider: how to change your destiny through this public account.

To put it more bluntly: how to make money continuously.

However, it is not reasonable to evaluate the value of “100,000+” so simply and crudely based on the number of new users.

"100000+" has at least two values:

1. Break the circle

Let your public account and content be exposed to more people, including but not limited to: investors, advertising companies, Party A BD, ex-lovers who have lost contact for a long time...

How much value do you think these exposures can generate?

For example: Through an article, you met a noble person who could give you angel investment. This is much more valuable than gaining 1,500 followers.

2. You have a small milestone, a stepping stone

After all, in the new media field, whether it is for enterprises or self-media teams, if you have written "100,000+", you will at least have a great advantage in the interview process.

The above two points are non-deterministic values.

But it is also "100000+", the greatest value.

The first question has been answered.

Let’s move on to the second question:

02 Does “100,000+” mean good content?

Of course not.

Dear bosses, here are the key points:

100000+ ≠ good content!

100000+ ≠ good content!

100000+ ≠ good content!

What is 100000+ ?

The headline was clicked over 100,000 times, and that was that.

Even a push error from a large account with tens of millions of followers can still get “100,000+”. Can you say that such content is good?

You can only say: This account is awesome.

So, what is high quality 100000+?

1. Not only is the reading volume high, but the completion rate is also high;
2. High number of reads from unfollowed users;
3. The article received a lot of positive feedback.

These are also the three most important points to understand about 100,000+.

These three points are very important. Let me explain them one by one:

1. High quality "10w+", high completion rate

That is: these 100,000+ readers not only clicked on the title, but most of them also read the article to the end.

It is actually very difficult to get readers to finish reading an article.

If you don’t believe it, think about how many times you clicked on the title of an article, read the first two screens, and then exited?

A lot of the time, I guess.

2. High-quality "10w+", high reading volume for unfollowed users

To put it bluntly, content has the power to spread.

China Southern Airlines issued a "Special Air Ticket Price!" Grab it fast! ”, has been read over 100,000 times, 99% of which are from “followed users”.

Can you call this “good content”? All you can say is, it’s the “right content”.

ps How to determine how many of the reading volume of an article with 100,000+ comes from "unfollowed users"?

Check the historical average reading volume of the public account.

If the historical average reading volume of this public account is only a few thousand or even a few hundred, then one of its articles with 100,000+ views basically comes from readings by "unfollowed users".

If a public account has "100,000+" posts for every article, you need to compare the "number of views" and "number of likes" in the comment section to make a judgment.

3. High-quality "10w+" and "positive feedback"

After reading the article, readers clicked "reading", left a message, forwarded, shared, followed...

The most important thing is that "unfollowed users" are followed.

You should know that the article written by "Ziquan" that received over 1 million views back then was: "Exclusive | Is the tourism unicorn valued at 17.5 billion a ghost town made up of zombies and water armies? ”, which stated “I will release it tomorrow, it will be more exciting.”, “Remember to follow and pin ‘Whispering’ to the top, we’ll see you tomorrow”, but it only achieved “100 people clicked on the title, and 5 people chose to follow”.

This has already won 99% of the hits.

Therefore, please think carefully about the following two sentences:

Don't overestimate and ignore your users' expectations of you.

Don't underestimate what your users expect of you.

forever. forever.

Three points of understanding, I have finished explaining——

1. Not only is the reading volume high, but the completion rate is also high;
2. High number of reads from unfollowed users;
3. The article received a lot of positive feedback.

In the future, when we look at "100000+", we must have more thinking dimensions and judgment criteria.

The third question is an eternal question:

03 I am a newbie, how can I write my first article with over 100,000 views?

Well, it is one of the two must-answer questions in the public account industry. (The other one is about how to increase followers.)

Before answering this question, let’s establish two understandings:

1. Most of the 100,000+ followers are not written, but planned, managed, or even tricked out.

Take this popular article from a few days ago as an example:

Does it look familiar?

This is a typical planned article of 100,000+.

The logic of the content is inspired by the "Double 10w+" a while ago: "If the 422 emperors of China were put in a group, what would they talk about? 》

There are really too many such routines.

100000+, why do we need “planning”? This has to start with the "communication logic of new media."

Five years ago, there was a popular saying, "Avoid self-satisfaction." Avoiding self-congratulation does not mean "pleasing the readers", but making the readers "willing to finish reading the article."

But just reading it is not enough. There are many articles that are very well written and enjoyable to read. But in the end, what I got in return were "reading", comments, follows, and reposts, rather than sharing on WeChat Moments.

There are also many articles that are written in a mediocre way. Even just a few witty pictures. However, it has been all over the screen, and this is the real communication environment of new media.

Behind this is the need to share in the circle of friends.

So, routines really work.

Feel this inner monologue:

"My circle of friends is very expensive, the relationships are super complicated, and the personalities are very positive... Your article, wow, although it is well written, it is a pity that it does not fit my circle of friends! I can only transfer it to my girlfriends group..."

You see, that's it.

Therefore, too much good content is buried by the dissemination mechanism of official accounts. There are also too many "slobbery articles" that flood the circle of friends again and again.

Facing this cruel reality, let’s talk about: Xiaobai’s first article with over 10w views.

I define Xiaobai as "no fan base, no resources", rather than "not knowing how to use public public platforms, lacking the most basic expression skills."

If you are the latter, I'm sorry, I can't help you; if you are the former, then please keep reading.

Let me first share with you a particularly classic case.

In April 2018, I gave a lecture in Shenzhen and talked about a case titled "Today, Luoyang extends an invitation to the world." That article has been read over 5 million times, making it a typical "regional hit."

I said in class: It is easiest to write a hit based on the acquaintance relationship characteristics of WeChat and tap into the regional circle.

Two students who attended the class that day wrote an article with the same communication logic that received over 10w views each after returning home.

1. Today, Liuzhou officially extends an invitation to the world
2. Today, Beihai officially extends an invitation to the world

Yes, both articles blew up.

There is something I have said many times: in the circle of friends of a Beijing-based advertising person born in the 1990s, there must be more Beijingers, people born in the 1990s, and advertising people.

If you understand this sentence, you will understand the "routine-type" hit product.

For newbies, it is easiest to write the first "10w+" article based on "routine-type" hits, especially "regional circle + labeling" and "industry circle + labeling".

I randomly picked 20 cases with 100,000+ words from the Knowledge Planet (new media library) of Jutu Culture.

You feel it:

1. "Shanghai people really, really, really love playing mahjong!" ! 》
2. "Beijing girls are so so so so cute!" 》
3. "Sorry, I'm going to Suzhou, don't look for me anymore!" 》
4. Do you know how interesting Chaoshan people are? 》
5. "Leshan, I will never come again!" 》
6. A Northeastern Girl's Guide to Returning Home for the New Year
7. You Know Nothing About Heilongjiang
8. "Falling in Love with Beijingers." 》
9. Hangzhou is too gentle
10. I Want a Friend in Beijing
11. Why Xiamen?
12. Shanxi, so beautiful
13. "Wuzhen is fake." 》
14. What is Yunnan?
15. 《People always ask me what it’s like to be a nurse. Now I give a unified answer》
16. "Honestly, don't mess with teachers in the next two weeks... | Featured"
17. 《Ahhhh, it’s so miserable to be in charge of operations》
18. 《Haha ...
19. 《Anesthetized Hehehehehehehehe》
20. "I'm sorry, I advise you not to work in real estate anymore"

Are you convinced?

However, this planned “100,000+” may not be what you want.

I know you want the personality of "Whispering", the style of "Can't Draw Publishing House", the creativity of "GQ Lab", the viewpoint of "Liu Shenlei Lei Reading Jin Yong", the niche of "Dr. X", the uniqueness of "Magic Universe"...

I understand. Is there any way to do it?

have.

2. Live your life to be 100,000+

In March 2019, the public account "Yi Xi" pushed an article: "The following thing Yi Xi strongly asked me to delete, they think it is too boring | Wang Cun Village Yi Xi No. 676 speaker"

This article has 29,000 readers.

I'll take a few pictures so you can get a feel for it.

What does it mean to "live your life to 100,000+".

In July 2018, I stayed at the Bulgari Hotel in Shanghai.

Looking back, I wrote an article: "Bulgari Shanghai, why are you so expensive? ”, 1.3 million reads.

To live your life to be 100,000+, to put it bluntly, is to understand one truth:

New media is just a lever. The value of this lever depends on the people, events, and experiences it leverages.

Last question.

04 100000+, is it a derogatory term?

That’s a great question.

Let me share my thoughts.

Have you heard of the "Tacitus Trap"? —— When public power loses its credibility, no matter what words are spoken or what actions are taken, society will give negative comments and will think that it is telling lies and doing bad things. People will not trust or support the government, thus triggering a series of trust crises and social mass emergencies.

This cross-border comparison may not be used correctly.

But I think: the reason why 10w+ has become derogatory is that the essence behind it is actually a "systemic crisis of trust."

When the screen is swiped again and again, it is "reversed", "clickbait", "emotional incitement", "non-fiction writing", "selling anxiety", and finally "404"...

Every time, "10w+", and even the entire "self-media industry", is pushed into the "Tacitus Trap", making "10w+" a derogatory term.

However, I also believe that this is an inevitable stage for many industries or business models.

Just like the word "micro-business", it has changed from neutral to derogatory, and now it has gradually returned to "neutral". In the process, there is the upgrading of consumer awareness, the survival of the fittest in the industry itself, and policy guidance from relevant departments.

So, what can we do?

First of all, you have to remember: clickbait may feel good for a while. Always a clickbait title... not always fun.

Every time you use a “clickbait headline”, you are overdrawing your “public account credit”. When the credibility of a public account is ruined, no matter how "eye-catching" the title is, sorry, users will no longer click on the article;

When the entire industry is engaged in "clickbait", self-media is really finished.

On the other hand, if the title is low-key and the content far exceeds the readers' expectations, over time, the name of the public account will become the most "eye-catching" title.

Of course, clickbait is only one aspect. Other lessons from the past are even more worthy of our attention.

Whether it is based on business, industry ethics, or more fundamentally, on survival, all new media professionals, please stay on the right track and abide by the "Public Platform Service Agreement."

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Author: Chi Cheng

Source: Jutu Knowledge Store (ID: YOUWH1)