A brief analysis of 6 types of super traffic content! !

Regarding traffic , some people say: There must be evil behind big communication.

evil creature! Where to escape?

1. News

News is a great thing - a huge traffic portal.

Think about the four major portals we know, all of which are involved in news business - Tencent, NetEase, Sohu, and Sina .

Moreover, have you noticed: Up to now, the homepages of these four major portals are still news; Up to now, their apps are also constantly pushing news.

Look at the search engines again. Baidu, 360, and Sogou all have news businesses without exception. Moreover, its news is right at its most important entrance - the search entrance.

Even on February 6 this year, Robin Li released an internal speech titled "Welcome to the New Era - Content Distribution , Connection Services, Financial Innovation, and Artificial Intelligence ."

There are so many of these...

It is easy to conclude that in an era where content is king, the role of news is still obvious.

But an obvious question that is rarely asked is: Why does news attract so much traffic ?

In fact, even if we don’t watch the news, our lives will not be greatly affected. The "news" that truly affects your life must be the news that you cannot avoid no matter what.

But here’s the thing: we still can’t help but “watch the news.” So, there must be some profound reasons behind this.

I think: apart from habit, curiosity and other reasons, "survival" must be the most important reason. Right now:

Deep down, people naturally regard "news" as a necessity related to survival.

As a human being, survival is the first priority. In order to survive better, the ability to capture new information has been honed over millions of years, and understanding new information has also become human nature. Moreover, many life-threatening moments are indeed related to new information, such as the sudden appearance of wild beasts.

Of course, there have been many changes in today's news. The news attributes are weakening, the content attributes are strengthening, and its appeal to people also comes from other aspects of human nature (which will be introduced below). Let's pick a famous news website and see what the news is like today:

2. Resource-based content

The so-called "resource-based content" refers to comprehensive and in-depth resources that provide information on a specific practical topic.

Generally speaking, there are several categories:

In-depth tutorials, articles, videos, etc. - typical examples include NetEase Cloud Classroom, Baidu Encyclopedia , Baidu Experience, Wikipedia, Zhihu, Logical Thinking , etc.

Various gadgets - such as browser plug-ins, online gadgets like calculators, clocks, etc.

A list of links to other resources - this is relatively simple, just list the above resources, a typical example is an open directory website (such as a portal).

To put it bluntly, this is the so-called dry stuff .

You must be familiar with this kind of stuff, which has been everywhere in recent years. Such as "XX vocabulary breakthrough in XX days", "6 minutes xxx", "XXX's seven habits", "XX keys to life", "XX tools to improve efficiency", "XXX from entry to mastery", "The road to financial freedom"...

When it comes to content monetization, there is useful information. For example, Peng Xiaoliu, the first brother of Jianshu :

For dry goods, we generally face two major difficulties:

We are always collecting useful information - liking, collecting, saving, and downloading;

We seldom actually read through all the useful information we have collected.

This is quite interesting if you think about it.

There is another key question, I wonder if you have ever thought about it: Why is "dry goods" so attractive?

I still believe that the most important reason is that deep down, people naturally regard "dry goods" as a priority related to survival.

Yes, apart from survival, everything else is just a passing cloud. This is a characteristic that is added to us as humans by our genes.

The dry goods are ready-made practical methods that allow us to master them more quickly, so that we can accomplish certain things - and they are often useful, which is of course beneficial to human survival.

3. Humor and fun

There is no doubt that humorous and funny content has a natural appeal to people, and humorous and funny people also make people naturally like them.

Speaking of this, I was thinking: If Xue Zhiqian , Han Han, and Lao Luo lost their sense of humor, would they still be so popular?

Humor comes in many forms:

Crosstalk - Are there any Chinese people who don't know the name of Guo Degang? The fact that a program like this one has remained popular for so many years shows the power of humor and comedy.

Talk show - such as the recently popular Tucao Conference and other programs.

Text jokes - such as jokes.

Video - Nowadays, it would be abnormal if there is no humor in variety shows, movies , TV series, etc.

Emojis - Emojis have become a part of modern people's lives. I often see people staring at emojis and laughing...

…

Some even say "entertainment to death". This is evident from this.

Although there are many forms, the essence remains the same: humor and fun.

Have you ever wondered: Why are jokes funny?

The psychological explanation is this : jokes are funny, on the one hand, because their emotional function meets our needs, such as a sense of superiority, overcoming social taboos, and overcoming anxiety; on the other hand, the sudden change of thinking makes us feel surprised and enlightened.

In short, humor and comedy are a huge traffic entrance. On this basis, a series of industries have been spawned.

4. Controversial Topics

I don’t know if you have noticed that many of the hot topics that people are chasing are quite controversial.

In this regard, for example, the famous Fang Han war, the protracted debate on whether GMOs are harmful, the debate on whether traditional Chinese medicine is scientific, and whether Kung Fu is a scam. Without exception, these issues have received huge amounts of attention, and Weibo has therefore become a giant APP.

Not only Weibo, many big Vs are also growing wildly in this way. They attract attention by quarreling with each other, and thus their number of followers continues to increase. It is for this reason that many big Vs choose unconventional topics, because bland views are not only difficult to attract attention, but also difficult to arouse discussion.

In this regard, our beloved teacher Chu Mingyu can be said to be an expert. He talked about the theory of superior/inferior people, tore up Li Kaifu /Gao Xiaosong/Feng Tang, etc., and complained that Wang Sicong was an inferior person...

Let's just list some of Mr. Chu's quotes to give you a sense of the controversy they contain:

Those who call Los Angeles "LA" are inferior people. That’s right, people are divided into upper class and lower class.

Those who wear short-sleeved shirts are inferior people.

People who spin pens are inferior people. That’s right, people are divided into upper class and lower class.

Those who say "it makes no difference" are inferior people.

East Asian men who dye their hair are inferior people, period.

Why do people always like to pay attention to controversial topics?

On the one hand, it is human nature to love to join in the fun. As someone summarized:

The three biggest pitfalls in life: following the crowd, joining the fun, and worrying about nothing.

People only do three things on Weibo: wait for something to happen, look for idiots, and watch the fun.

On the other hand, people naturally defend their own opinions.

As someone said: the so-called "three correct views" actually means that the three views are exactly the same as mine.

Once one's inherent views are refuted, one's self-esteem will surge. People instinctively care less about the truth and more about their own sense of existence. In comparison, the truth is even unbearable. Therefore, in our daily work and life, we will find how difficult it is to have smooth and effective communication.

Didn't you think of these? You're so damn cute when you act silly.

5. Sexual Content

It is said that in Japan, AV is an industry that can create huge GDP.

In addition to AV, various kissing scenes, passionate scenes, dirty jokes, etc. are all means to attract traffic, and the name "sex flow" also comes from this.

Today's news is filled with a lot of sex-related headlines , which is a common way to attract traffic.

Why is sexual content attractive? Our ancestors have already answered:

Books contain golden houses and beautiful women.

6. Surprising Topics

As mentioned in Beyond Sensation: Print media also pursues this sensational effect. As one newspaper editor put it: “On a scale of 1 to 10, journalists are always trying to find people who are 1s and 9s, not 3s to 7s (the more average position), where most people actually are.

As the famous saying goes: A dog bites a man is not news, but a man bites a dog is.

Nowadays, the Internet is full of headlines such as "Shocked" and "Scared to death", and surprising topics are everywhere. Because only such content can attract people's attention. Something as plain as water, who cares?

The author of this article @文案的秀 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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