A must have! 18 hot spot tracking tools for marketing and promotion operators!

"Chasing hot topics" is a common practice for new media people. Whether it is marketing through gimmicks or producing excellent content targeting hot topics, the communication value of hot topics is self-evident.

In our previous article, we shared “How to Develop Hotspot Sensitivity”. How did NetEase come up with those screen-sweeping cases? However, the development of this quality cannot be rushed. What new media people need to learn is how to analyze current hot topics.

As a transmitter of information, it is certainly not enough to just wait to receive ready-made information. Only by proactively analyzing hot topics and identifying a novel and unique communication point can we take advantage of the hot topics and move towards high-quality content production.

If you want to do your work well, you must first sharpen your tools. These 18 hot spot analysis tools will be your right-hand men.

In addition to sudden hotspots, there are also some fixed nodes and festivals every year that can be utilized. Almost all media professionals will make preparations in advance based on important holidays and events, and this is when a marketing calendar can help.

1. New Media Manager

New Media Manager can be used for WeChat typesetting, graphic and text editing, and account management, and the marketing calendar is also very practical.

There are 16 options including "General Festival", "Award Ceremony", "Industry Conference/Exhibition", etc.; users can choose the viewing period by themselves; the picture is simple and the structure is clear.

Clicking on each node will display a detailed description. The current valid viewing range is from December 2016 to today.

2. 365 Hotspot Calendar

This is the calendar tool under 365 Editor. There are 15 built-in label options such as "Blockbuster Release Schedule", "Unpopular Anniversary", "My Notes", etc. Users can choose to customize their own personalized calendar.

It supports two cycles: "month" and "week". Clicking a node will automatically link to the relevant web page of Baidu.

The most special feature of the 365 Hotspot Calendar is the "Search" option. By entering the keywords of related events, you can jump to the Baidu page to view related information. It should be noted that the tool cannot currently recognize abbreviations, and users need to type "Avengers" (instead of "Avengers") to search for relevant content.

Currently, it supports viewing major events from January 2017 to the present.

3. Aiweibang Hotspot Calendar

Aiweibang can also be used for new media management, and its hot spot calendar function is very powerful. It not only contains data on daily hot topics, hot discussions on Weibo, and hot searches on Baidu, but also provides major events from previous years, dating back to 1758.

It provides 6, 12, and 24-hour viewing cycles, and can also compare related hot spots on this day last year, which is very considerate.

In addition, the tool categorizes hot topics, allowing users to accurately view content in vertical fields; clicking on a hot topic tag will bring up very comprehensive news links, with news coming from many media outlets including Xinhua News Agency and People's Daily Online.

The most special thing is that this tool matches relevant hot articles based on user searches, which helps media people to open up new ideas for topic selection.

Hot spots are constantly updated, and different hot spots have different values. People will pay different amounts of attention to different hot spots. What media people should pay most attention to is which hot spot is the most attractive and which hot spot is the latest.

The hot list monitors public opinion in real time and provides a hot spot sorting function to tell media professionals which hot spots are most worth following.

1. Today's Hot List

Today's Hot List is a classified list tool that provides detailed lists and specific data for each site, such as WeChat, Toutiao, Baidu, Zhihu, V2EX, Weibo, etc.

By setting options such as "Technology", "Entertainment", and "Community", users can view the specific rankings of a certain platform. These hotspots are linked directly to the web page.

The hot spots of the segmented sites are mostly within 24 hours. What is special is that this tool allows users to set their own subscription content.

2. Anynew

Anynew also provides detailed hot lists by category, including major categories such as "Technology", "Video", "Food, Clothing, Housing and Transportation", etc.

In addition, the tool provides historical rankings, with two tabs to choose from: "Comprehensive" and "Star Ranking"; clicking on a hot spot will automatically enter its platform location.

Date selection is not currently supported, and each platform only provides 50 hot spots on the list.

3. New list

The new list is already well known to most media professionals. It is a ranking tool that is highly recognized in the industry. It provides relevant data business services to many Fortune 500 companies and government agencies.

Xinbang is not just a ranking tool. Its “Xinbang Certification” and “Minute-level Monitoring” are widely recognized, and “Xinbang Top 500” is a very convincing signboard.

The functions provided by Xinbang can be roughly divided into two categories: free and paid.

The free functions mainly provide rankings of various platforms (such as WeChat, Weibo, Douyin, PGC videos) and categories (such as people's livelihood, encyclopedia, and food). You can also view the data of a single public account (such as the public account's seven-day popular articles).

In addition, the tool also has the function of displaying trends. Users can enter keywords to view related trends; it also provides "in-account search" for convenient and detailed searches.

In terms of cycles, Xinbang provides daily, weekly and monthly rankings. Users can also collect the public accounts they follow.

Paid functions mainly cover data services, operational growth, content marketing, copyright distribution and other aspects. Data services include functions such as "public account collection" (used to view historical data), "minute-level monitoring", and "fan comparison"; operational growth includes functions such as "public account fan growth" and "Yourong mini program".

4. Qingbo Index

For Weibo, Qingbo Index provides daily and weekly rankings, and users can also select a date to view the daily rankings; for WeChat, in addition to viewing the reading trends of a public account in the past 7 days, you can also view the 10 most popular articles of the public account in the past 30 days.

In addition to WeChat and Weibo, Qingbo Index also provides rankings for Pear Video, Bilibili, QQ, Xigua Video, etc.; it also provides public opinion reports, data reports, hot spot subscriptions and other services. Its functions are not as complete as Xinbang, but it can be used as an auxiliary tool for Xinbang.

Similarly, functions such as "active fans estimation" and "minute detection" provided by Qingbo Index all require payment.

5. 5118 Hotspot Tracking

5118 focuses on keyword ranking, and provides services such as industry vocabulary, ranking word search, and word mining. It also provides detailed classifications such as "finance", "news", and "financial economy". For popular keywords, the changes and developments of related focus points are given, with accuracy down to a few minutes.

5118's "word digging" function is also popular among media people. Users can search for keywords, mobile traffic words, and batch search for long-tail words. Each word will match the corresponding Baidu inclusion volume, long-tail word number, Baidu index, mobile index and other indicators.

6. Watermelon Assistant

Xigua Assistant provides data services for WeChat public platform, Douyin, Xiaohongshu, Kuaishou, etc. In terms of public accounts, it provides public account rankings, mini-program rankings, original application rankings, etc., and sub-field rankings are also set under these options.

Users can choose from three cycles: daily, weekly, and monthly; "Past Lists" will link to related public account articles produced by Xigua Data.

After users click on a public account, they can view recent articles, estimated number of fans, reading volume and other information. The details of the mini program require membership.

Knowing a hot topic is only the first step. The next step is to understand the cause and effect of the matter and even the public opinion situation. At this time, hot event analysis tools come in handy.

1. Know the details

Zhiweishijian is a hot event analysis tool. In addition to being able to search for hot events on its own, it also provides an "event library" that displays hot events in recent days. It is worth noting that only events with high dissemination in a short period of time or maintaining dissemination for a long period of time will be included in Zhiwei.

For hot events, Zhiwei will give an "event influence index", which evaluates the influence of the hot event on social media and online media.

When users click on a specific hot spot, they can get detailed information such as an overview of the event, its ranking in the public opinion field, changes in the event's popularity, media participation, communication channels, important public opinion viewpoints, and crowd portraits.

2. Huisito

Compared with Zhiwei, Huisito provides more sophisticated search functions. Users can search according to categories such as "mobile news", "newspaper news", "announcements", etc., and can also choose query tags such as precise, fuzzy, full text, and title.

The tool also matches hot topics with relevant hot topics, hot words, regions, and trend charts of popularity changes for each terminal. These tags can be used as new filtering conditions.

A special point is that Huisito’s search range can be selected within 24 hours - the last six months, and users can also customize the search time range.

3. Follow-up

Follow-up is a pure news application that continuously tracks a hot spot and can fully display the development process of an event. The hot spots included in this tool are roughly divided into past hot spots and latest hot spots.

Hot news is sorted according to the timeline, and various authoritative information sources are distributed at the same time. This tool complements the previous two tools.

Unlike data aggregation platforms such as Xinbang and Qingbo, some influential platforms have established internal search and reading data analysis systems. The more representative ones in this regard are Baidu Index and Toutiao Index. Sometimes, Toutiao alone can determine the readership of a content provider, so we cannot underestimate these large platform indexes.

1. Baidu Index

Baidu Index is based on netizens' Baidu search behavior data and provides information such as the latest trends and industry rankings.

The latest developments include categories such as special topics, announcements, hot topics, and industries, and conduct multi-dimensional data analysis of related events. For example, the article "2019 Baidu Two Sessions Index Report" analyzes data such as "TOP10 Hot Topics of Consulting Index in 2019".

In addition, you can also enter keywords for search. Users can obtain data graphs such as relevant population portraits, demand maps, information indexes, etc. They can also add other keywords to compare data trends.

2. Headline Index

The Toutiao Index is based on user data mining of "Toutiao Today" and essentially shows the behavioral traces of users under the algorithm recommendation mechanism. Therefore, even for media that are not on Toutiao, it is necessary to understand the Toutiao Index so that they can better grasp users' reading preferences.

Toutiao Index provides services such as keyword search, selected reports, and data reports. For keywords, it provides indicators such as popularity trend charts, event-related hot words and hot articles, user portraits and interests; in addition, users can also limit the time and geographical scope.

3. Google Trends

Google Trends is also based on the platform's own user search data. The difference between it and Baidu Index is that Google's application range is wider, so the data coverage is more complete.

Google Trends provides services such as "search", "hot search terms", and "annual hot search list". Users can also select countries. For keyword searches, Google provides popularity change trends, popularity distribution areas, related topics, and related queries.

Different annual hot search lists are provided for different countries, and hot search terms provide daily hot searches and real-time hot searches.

4. iResearch

iResearch data covers a wider range of data, including 7 first-level categories such as mobile APP index, PC Web index, and online film and television index. Detailed sub-fields are set up under the first-level categories, such as "news information" and "animation" categories under the PC Web index.

Users can directly search for keywords or select tags to view rankings, which provide data such as "monthly coverage" and "month-on-month growth rate". After clicking on "Details", users can learn about the coverage trend for each month of the year (the month can be selected by themselves), user population portraits, usage area share and other information.

5. Vlinkage

Vlinkage focuses on entertainment data. It provides monitoring of TV series and artist data. It can also comprehensively evaluate the multi-dimensional data of unbroadcast TV series to provide assistance for advertising.

In addition, the tool also provides TV series online playback rankings and artist new media index rankings.

Tools are only used to improve efficiency and should not be overly relied upon. If you want to create wonderful content, you must have your own ideas.

6. WeChat Index

WeChat Index is a small mobile app that can be viewed on your mobile phone, which is very convenient. The WeChat Index represents the frequency of a word appearing in WeChat. Users only need to enter the keyword to find out the WeChat Index and the month-on-month change of the word.

As for the cycle, users can choose 24 hours, 7 days, 30 days, and 90 days; they can also add comparison words (up to 4 words) to more intuitively compare the WeChat index of several words.

Hot topics happen every minute, but unique insights are rare. We should use hot topics to add weight to our own ideas, rather than being "kidnapped" by them.

Giving up independent thinking will not lead to more beneficial actions. It may gain fame for a while, but it will eventually become useless chat.

Author: DaDaer

Source: NetEase H5