How to take advantage of the popularity? I have summarized 19 techniques!

1. Hotspot Type

Predictability Hotspots

National statutory holidays, anniversaries, and large-scale events are called predictable hotspots, such as National Day, Christmas, Double Eleven, and the Olympic Games. Their characteristics are:

✔. The audience is wide.

✔. You can prepare in advance and reduce the pressure of rushing to submit your manuscript.

✔.There are holidays on most holidays, so you have time to read.

✔. There is a lot of homogeneous content, which tests the copywriter's ability.

Sudden hot spots

Unforeseen events/events such as social events, entertainment gossip, and live news are called sudden hot spots. For example, the recent incidents of ofo being forced to wait online for refunds by tens of millions of users and Dingxiangyuan exposing the Quanjian scandal have the following characteristics:

✔.Suddenness , reaction and preparation time is extremely short.

✔. The traffic is huge and the demand is fast time and accurate information.

✔. The comprehensive capabilities of the operator are extremely high.

Whether it is a foreseeable hotspot or a sudden hotspot, the first step to take advantage of a hotspot is to require the operator to quickly and accurately obtain hotspot information . The author has compiled his own experience for different types of hotspots.

Predictability Hotspots

In addition to national statutory holidays, some niche festivals, anniversaries, conferences and exhibitions, events, etc. that have their own hotspot attributes are often easily neglected by operators. We recommend a small tool to monitor foreseeable hotspots.

✔. Marketing calendar

All hot events can be displayed by week or month , and hot categories can also be selected , including general holidays, solar terms, sports events, award ceremonies, conferences and exhibitions.

Sudden hot spots

Currently, most of the sudden hot spots come from Weibo and WeChat, so the Weibo hot search list and Sogou hot search list should be the first choice for obtaining hot news .

At the same time, platforms such as Toutiao Index, Baidu Hotspots, Zhihu Selections, and Douban Selections should not be missed.

Similarly, the Yiban plug-in has a built-in hotspot center function , which brings together all the above-mentioned hot spots and hot lists.

Riding on the hot topic is not a blind act. You cannot do it just for the sake of riding on the hot topic, nor can you do it for the sake of pursuing timeliness.

When you encounter a hot topic, don't rush into it. The correct approach is to quickly conduct a multi-dimensional analysis of the hot information and draw conclusions: whether the hot topic should be used, how to use it, and what the estimated effect is.

Hot spot analysis generally has the following dimensions.

✔.Timeliness :

That is, which stage this hot spot is in. If it has just erupted, then congratulations, you have a great chance; if it has occurred for several hours, then you have to work harder; if it has occurred for 1 day, then you should wait for the next hot spot.

✔. Audience :

That is, which industry and type of user group will be interested in this hot topic, and what is the user scale.

✔.Heat :

The most basic aspect of a hot topic is the degree of attention users pay to this hot person or event.

✔. Spread:

That is, whether there are factors that induce users to actively spread the word (such as emotion, practicality). The reason why a hot spot becomes a hot spot is mainly because it is constantly shared and spread among users.

If users are just interested in watching the fun of a hot news without any intention of forwarding or spreading it, there is no need to jump on the bandwagon of this hot news.

✔.Topic:

That is, whether the hot topic itself carries topics worth discussing, such as controversy, group orientation, etc.

✔. Relevance:

That is, whether the hot news is relevant to your brand/product. If you try to use an irrelevant hot news, you will only be a hot news transmitter in the end, deepening the user's impression of the hot news but not bringing any benefits to yourself.

✔.Risk level:

You must stay rational when trying to jump on the bandwagon, and try not to touch content that involves laws, regulations, or morals and ethics. Don't get yourself involved even if you don't jump on the bandwagon. Previously, an account tried to use the number of casualties in a car accident as an excuse, and was later banned for no reason.

The specific analysis method is: assign scores to the above dimensions respectively, and then add them up. When the total score reaches (or exceeds) a certain rated value, the hotspot is determined to be achievable . A radar chart can also be created to make the determination.

After we determine that a certain hotspot can be used, we must quickly determine how to use it to achieve the best effect. When we enter the hotspot, we also consider three factors:

speed

Timeliness is always the first priority when it comes to taking advantage of hot topics . It is indeed difficult to obtain, analyze, and utilize hot topics in a very short period of time, but the author has concluded this based on analysis of classic cases in the past.

Hot articles = Hot topic explanation + brand/product integration + induce sharing

It is very simple to explain hot topics. Just find the source of the hot topic or the statement of an authoritative organization and explain the facts of the hot topic objectively and accurately.

The integration of brands/products needs to start from hot spots and choose the right angle, while the work of inducing sharing should be prepared before the hot spots.

angle

The essence of riding on hot topics is to leverage marketing momentum, allowing one's own brand/product to spread rapidly by leveraging the power of hot topics. The key is how to perfectly integrate the brand/product with the hot topic (hot spot entry angle).

The manifestation of riding on the hot topic is to create a popular article, so in fact we can also understand riding on the hot topic as creating a hot topic that belongs to us alone.

We can also judge the approach to this exclusive hot spot from the following dimensions: ✔. Degree of spread; ✔. Degree of topic; ✔. Degree of relevance; ✔. Degree of risk.

At this point, the three dimensions of timeliness, audience, and popularity have been automatically confirmed.

Innovation

Nowadays, there is too much homogeneous content in the self-media industry, and hot topic riding is no exception. Behind a hot topic, there may be dozens of articles with almost identical content, which will definitely cause aesthetic fatigue among users.

Therefore, it is best for operators to be innovative when creating content that capitalizes on hot topics .

For example, in the recent Quanjian incident, most of the current hot articles focus on the Quanjian Group. What if you dig up some information about Dingxiangyuan itself?

To catch the spotlight

Some business owners often force themselves to take advantage of hot topics: this kind of behavior of taking advantage of hot topics just for the sake of taking advantage of hot topics is of no help to their own brand promotion and product integration.

Self-entertainment and hot spot

When taking advantage of a hot topic, the company does not combine its own brand/product with the hot topic, but only makes users more aware and clear about the hot topic. In fact, users only pay attention to the hot topic itself, and do not notice the brand/product behind the hot topic, which is also ineffective.

Pursuing timeliness ignores facts

In order to gain the advantage in time, many media outlets fail to investigate even the most basic authenticity of hot topics.

In the Chongqing bus falling into the river incident this year, a large number of media articles immediately after the incident ignored the truth of the matter and fiercely criticized the female driver for violating traffic rules. However, they were severely slapped in the face by the official announcement later.

Strong personal preference

Generally, articles concerning hot topics (romance, breakups, marriages, divorces) of entertainment stars will have strong personal tendencies, or the fan effect.

Touching on sensitive topics

As mentioned before, please be cautious or avoid any hot topics involving national policies and ethical morals.

The weak watch the hot spots, the strong borrow the hot spots, and the wise create the hot spots.

It’s 2019 now. If you still don’t know how to take advantage of the trend, you will definitely be eliminated.