Summarized 100 titles with over 100,000 views and discovered SCB’s ideas for creating titles!

Summarized 100 titles with over 100,000 views and discovered SCB’s ideas for creating titles!
New media people will never be excited after writing a good article, but writing headlines until the end of time will drive people crazy! With the average opening rate of WeChat being only 2%, choosing a good title is the key to determining the number of readers. However, the fastest way to come up with a good title is not the three major techniques and eight routines often taught on the market. What is more important is to master the underlying logic of titles with high opening rates. Therefore, we spent three days screening 100 WeChat accounts from the top list of the new media industry, and sorted out more than 200 titles with more than 100,000 views from more than 1,500 popular titles. During the analysis process, we summarized a set of ideas for optimizing and upgrading the creation of SCB new media titles, which we would like to share with you today.

01: Social image
A good title should help users establish an online social image.
According to Maslow's hierarchy of needs, humans have five needs:
Looking back at user behavior , what drives users to share the content we produce with their social circles? Isn't it just to satisfy the need to socialize with others, the need to gain respect, and the need for self-realization? In fact, this is also a kind of impression management in the online environment. Everyone tries to manage and control the impression others form of themselves. And they always tend to present themselves in an image that is consistent with the current social situation or interpersonal background, so as to ensure that they are still in the group and gain everyone's attention and recognition, as well as pleasant evaluations.
Users feel that the most convenient way is to label themselves, thereby shaping a fixed image and automatically classifying themselves into a certain group.
As the following title
Characters: "Young people without houses are all panicking" GQ Lab:

"People who write public accounts don't deserve love"

We stripped the Internet people naked

Ginger Tea:

"Illustrated Guide of Advertisers in Beijing, Shanghai and Guangzhou"

LinkedIn:

The Proletarian Middle Class: Poor and Luxurious Young People

"Before I was 25, physical examinations were like a joke. After I was 25, they were like a joke to me."

New World :

"For couples with a monthly salary of 20,000 yuan , they only talk about their love when they have time"

"Those relationships with a monthly salary of 5,000 yuan are unthinkable for those with a monthly salary of over 10,000 yuan"

Interesting report:

The "Break" Post-90s Generation May Be China's Most Mentally Sane Generation

It is worth noting that labels such as age, income, and region are used quite frequently, and users no longer find them fresh. We need to dig deeper into scenarios and motivations, preferences, attitudes towards life, etc. This also requires us to conduct more in-depth research on our own users, to have more accurate user portraits , and to attach labels more firmly. Make users feel novel and representative. For example, GQ Lab will create some new tags.
GQ Lab: "Suspended Youth: Life is good, but it's hard to be better" "Air-like Love: The more you fall in love, the more single you are" "The new middle class is sick"
In addition, users will follow the cultural context of a certain group to tell their friends in the online social circle that they belong to this cultural category.
As the following title
GQ Lab: "Only children lose their temper, adults have to hold it in" and "Studying abroad may be the worst decision I have made in my life. 》

Mi Meng :

Adults: Every Monday, I feel a little bit like dying

What you need:

“Because the rent in Beijing is too expensive, I dare not break up. 》

Interesting youth:

"The daily life of the post-90s generation: single, poor, and stupid"

ZhenFund:

"Pretend to be dead in the circle of friends and go to the electronic music festival to dance"

China Newsweek:

"Who cares whether I have a child or not, or whether I have a second child?" 》

These self-deprecating titles from the " sorrowful culture " express ideas that put the people who share them in the trendy context of the post-90s generation. They can use the titles to fully express themselves in the online environment! Self-expression alone is not enough. Users also want to communicate with the group and create a high-quality image of an active thinker, rather than a lurker. Therefore, users will take the initiative to share some hot events that may spark discussion, or ideas that can resonate with people, so as to attract a wave of people to like, communicate, and discuss the topics initiated by them, thereby constantly refreshing their own activity levels.

As the following title
Guyu Lab: "It will be difficult for the middle class to renew their leases" Mi Meng:

"I am sick, I always feel that you like me"

The most stressful moment in life: the other person is typing...

New World:

Why don’t you want to have a second child? Because I spent all my money on my first child.

"This woman who loves lace is really hard to mess with | How difficult it is to understand mothers' requirements"

GQ Lab:

"I walked my dog ​​for a long time and realized I didn't bring the dog out | 40 dementia moments of modern people"

"Wrong rent distribution in Moments, complaints sent to wrong people | 13 crisis moments for modern people"

Welens:

"Our grief has nothing to do with age"｜Momoko Sakura passed away at the age of 53

What you need:

I always fill in my own "Emergency Contact" column. 》

Interesting report:

"Guide to Using the "Five Plastic Workplace Suits" Emoticon Pack "

Therefore, to determine whether an article will be shared, you must consider the image your users want to establish in the social circle, and ensure that they will not have concerns when sharing and will not cause trouble after sharing. Therefore, most of the time, positive value orientation is more likely to be shared.
02: Curiosity
A good title should arouse users' curiosity.
Everyone is a curious person. Most of the people watching the excitement on the street don’t know the reason for the incident. They just see the large crowds and are curious about what everyone is watching.
Curiosity is human instinct. If your title can arouse readers’ curiosity, the opening rate is guaranteed. The most commonly used style on the market to arouse curiosity is the Zhihu style: "How do you evaluate/view XXXXX?" "What kind of experience is XXXXX?" 》 has been overused by new media. It is recommended to use it less and try another approach:
Take advantage of the psychology of snooping: If you are the second in the class, you will always be curious about what reference book the first in the class is reading during evening study.
Similarly, we are full of curiosity about industry elites, big companies, celebrities or a popular group. We want to know what new ideas the Internet bosses have come up with, what new actions the big companies have taken, and what new maintenance methods the celebrities have adopted. Everyone is curious and everyone likes to curry favor with others.
As the following title
36Kr : "WeChat has updated a feature that may affect tens of millions of people" "NetEase Personality Test" has flooded the Moments, you know the tricks, so why did you still fall for it? 》

Tiger Sniff Network:

"The People Don't Need a Second 'Baidu'"

New Oxygen:

"It turns out that Zhou Yun, Ni Ni, Du Juan, etc. have big faces because of this beautiful place"

Song Zuer and Liu Haoran are so cute, but her face that resembles Cecilia Cheung actually has a big bug

New World:

"What's so great about this guy who has been torn apart by Yao Chen, Pu Shu, and Xu Qing? | The 2019 One Direction calendar is released for the first time "

Visual History:

"Acting with Zhang Ziyi and shopping with Jay Chou, why is this post-95s man worth hundreds of millions so popular?" 》

New list :

" TikTok has 70 million fans, what did Papitube do right?" 》

Is the willow fluttering? :

"From Yu Zheng, I saw the moral degradation of plagiarists"

China Newsweek:

"Ruyi's Royal Love in the Palace" flopped: But it's not Zhou Xun's fault, it's hyaluronic acid's fault"

Leave something to say but not to say it, creating suspense: halfway through the story, the story has just begun. This is the most exciting way of chatting, allowing readers to click on the article to find the answer themselves.
As the following title
GQ Lab: "These joys are free" Mi Meng:

"My dad destroyed my 20 million mansion with his own hands!" 》

On my wedding day, I moved into a haunted house! 》

"Do you dare to ask your boyfriend this stimulating question?" 》

Mr. L said:

《Five years later, please be prepared to be unemployed》

LinkedIn:

Why Chinese Kindness Hurts People

The Young Man Who Stole a Plane in Seattle

"I interviewed 1,000 people born in the 1990s and finally found out why they have zero savings"

Slot value:

"Chinese people harmed by milk tea once again encounter fatal temptation"

talentguide:

"What happened to the person who changed jobs 13 times in 7 years? 》

Testing Institute:

"We picked up ten college entrance examination candidates and asked them what they were going to do tonight"

Advertising copy :

《When you are 25, you will definitely ask...》

Subverting cognition: Deviating from conventional cognition will naturally make users ask "why?" and even bring a sense of freshness.
As the following title
New World: "Your happiness is best revealed when your boyfriend is not at home | How charming are those unexpected moments of solitude" "The love words spoken by strangers are the most deadly | 21 unexpected tender moments"

GQ Lab:

"Airy Love: The More You Fall in Love, the More Single You Are"

36Kr:

《The sense of security we have now cannot be bought with money》

LinkedIn:

"You must not play football since your salary has not increased, right? 》

"Missed a 985 university in college entrance examination, but got a job in a Fortune 500 company"

Mi Meng:

Hey, this is your first time being a human, I advise you to be a bad guy

Vitamins:

The More Sociable, the More Incompetent

Spreading gymnastics:

In marketing , creativity is not important

03: Benefit
A good title should give users a clear promise of benefits.
Going back to Maslow's hierarchy of needs theory we mentioned above, Maslow said that a person's need for respect and self-actualization is endless. The highest level of self-actualization needs refers to the need to realize personal ideals and ambitions, maximize personal abilities, and accomplish everything commensurate with one's abilities. Maslow proposed that the need for self-actualization is to strive to realize one's potential and become more and more the person one wants to be.

Therefore, everyone is unable to resist providing competitive benefits, and making users feel that they can solve problems and improve their lives is a basic need. The so-called timely assistance is unforgettable, and solving the urgent problem is the real emergency. Therefore, if you accurately understand user needs and give clear benefit promises, they will not only share them with their friends but also save them so that they can access them for viewing or use at any time.

Such topics are mainly practical posts, and the titles are mainly inventory and philatelic, using numbers to clearly and directly tell users the benefits they can obtain.

As the following title
LinkedIn: "14 slaps from Excel after age 25" ""Not having a mine at home is a conscious decision as a working dog" | 10 pieces of advice from experienced professionals"

"Comparable to plastic surgery!" These 7 operations will make your PPT more advanced in minutes. 》

Douban Movies :

"575 screenshots to study the costumes of 70 episodes of "Story of Yanxi Palace", I decided to kneel down online"

Everyone is a Product Manager : From Novice to Elite, the Role Selection Model Everyone in the Workplace Needs

Empty-handed:

"What is the difference between a copywriter with a monthly salary of 3,000 and a copywriter with a monthly salary of 30,000?" 》

To summarize, there are at least three ideas to follow when creating high-quality titles that can attract users:
01
Social image
A good title should help users establish an online social image. Users need to satisfy their needs for socializing with others, gaining respect, and achieving self-actualization. To manage their impressions online, they need to quickly label themselves, find a group to which they feel a sense of belonging, express themselves, and constantly increase their presence in order to seek social interaction and empathy.
02
Curiosity
A good title should arouse users' curiosity. Everyone is curious, especially about well-known events and figures. They "can't stand" a story being told halfway, and they like to deviate from the norm and subvert their cognition for a sense of freshness.
03
Benefit
A good title should give users a clear promise of benefits. Based on people's continuous need for self-realization, being able to solve problems and improve life is a basic need. They like clear promises of benefits.
The above three ideas for creating titles are the result of my analysis and summary of some methods used by instructors at Mantou Business School to create titles, as well as my research into the title library accumulated by Mantou Business School. It is not a title template that can be applied directly, but an idea that can be used for a long time to create titles.
But it still needs continuous iteration. In the new media era, data can directly reflect the communication effect. If you want to come up with a good title, daily title reserves and review analysis are essential. So first of all, I suggest that you must build your own title library. Collect the titles that attract you, the titles of popular articles, the titles of competitors, and the titles of big names in your field. Update and analyze them regularly to find a title pattern that suits your users. Then, keywords and hot words are refined based on user needs. Analyze the data to find those keywords that appear frequently when the reading count is high. Only with this accurate user portrait can we create a title that makes you want to share.

In addition, when deciding on a title, you must rely on the strength of the team. Everyone should brainstorm and discuss the best title. Only by not limiting personal thinking can you be more likely to come up with a good title that the public likes.

Finally, pay attention to user feedback and constantly review and iterate. Grow with users.

Finally, let me say one more thing: Many people say, "In the new media era, the title determines the life or death of an article!" This sentence was thought up by those " title parties " who exaggerate the importance of the title. Imagine that readers click on your title with great expectations, but find that the topic is boring and the logic is confusing. They will be disappointed and quit reading before finishing it. They may even feel cheated by this "clickbait" article! Unfollow in minutes! There are also many good articles that are buried just because they don’t have an attractive title, just like many excellent programmers who were delayed in finding a partner because of Xtep shoes. It’s really a pity.

New media is a product. It is not something that can be recognized by everyone just by making a certain component well. A popular article with over 100,000 views is the result of a combination of the article’s topic selection angle and title. They are a circular, recirculating relationship.

Author: Mantou Business School , authorized to be published by Qinggua Media .

Source: Mantou Business School

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