How to create explosive content? Share this 7-word mantra!

Beautiful, exciting, cute, warm, awesome, fun, and effective, these are the seven-word mantra for you to create explosive content.

There is a routine for everything.

Wan Weigang said in his book "Never Expected": For those who work with their brains, the level of their skills depends on how many routines they have mastered.

For a self-media person or marketer , always remember to study, analyze, and summarize the principles and methodologies behind successful popular content, rather than treating it as accidental, lucky, or the patent of a certain brand or individual. If you don't think or summarize, and just look at other people's success and listen to other people's sharing, then even if you have rich experience, you will be lost in the crowd.

Regarding the creation of explosive content, I only have 7 words to say:

1. Beauty

Beauty is the primary productive force. Everyone has a love for beauty.

The most popular category on TikTok today is videos of young ladies singing and dancing, from Daigula to Li Ge. Just one video of Wen Wan dancing in a garage has received more than 14 million likes, and based on this estimate, the number of views is expected to reach 200 million.

Regardless of her real appearance, at least in this song " Gucci Prada", her gentle face is still the core element that makes the video popular.

Since the rise of Internet celebrity restaurants, consumers have developed the habit of using their mobile phones before picking up their chopsticks. For a restaurant, the most important thing is not the taste, but the presentation, shape, dining environment, and whether it can encourage consumers to develop the habit of taking photos, taking videos and posting them on social media. This is the logic behind today's Internet celebrity restaurants.

On the one hand, the check-in culture has become mainstream, and on the other hand, the circle of friends has become increasingly aloof. At this time, relying on collecting 20 likes on your Moments to get free millet porridge and cucumbers is already despised by people. The key is to make consumers interested in actively checking in and taking photos.

Therefore, for today's restaurants, to make a good dish one must not only study culinary arts and nutrition, but also architecture, horticulture, landscape design, color matching, pretentious psychology, and even glass, ceramics, and bronze and stone research.

By the way, you also need to know how to use dry ice, liquid nitrogen, flame spray guns, etc. to create various special effects, such as those for shooting short videos .

I joked with a friend who works in landscape design that if I asked her to give training courses to restaurants on how to turn a dish into a micro landscape or an art installation, it would definitely be very popular.

Beauty, scenery, and beautiful things have been magnified unprecedentedly in this era where appearance is justice. If your product and content design cannot wow consumers, you will lose their hearts forever.

2. Burn

Consumers like stories in two categories:

• One is to see high-ranking stars fall from the altar and be trampled underfoot by the public, such as the prevalence of various celebrity gossips and celebrity scandals;
• The second is to see the little people at the bottom of society counterattack and become gods, become strong, and become idols worshipped by all people.

On the evening of June 16, 2018, Iceland, which entered the World Cup for the first time, tied with Argentina, the favorite to win the championship. On the second day, 46 articles with over 100,000 views and 2,498 articles were published.

In fact, that night, I knew that Iceland would be all over the news the next day. You want to ask me why I know? It's very simple. It was all over the screen in October 2017 when Iceland qualified for the World Cup finals. The content is exactly the same.

Iceland has a total population of only 330,000, excluding 170,000 women, 120,000 men under 18 and over 35, 20,000 people who are too fat or too thin, 788 people who cannot come for whaling, 321 people who cannot leave to monitor the volcano, 2,856 people who need to shear sheep, 189 people with missing limbs, 3 team doctors, chefs and masseurs, and 1 coach, but they still got 23 people together to play in the World Cup, and they even tied with the Argentina team whose total value reached 529 million euros.

This joke became widely circulated during the World Cup. Why do people like it? Because this is a story of David defeating Goliath, a story of an ugly duckling becoming a white swan.

It is the cry of the garrison soldiers Chen Sheng and Wu Guang: Are kings, princes, generals, and ministers of different species?

This is Jane Eyre's inner voice: Do you think that just because I'm poor, humble, ugly, and short, I have no soul and no heart?

Not long ago, Wang Xinyi, a girl from Hebei, was admitted to the Chinese Department of Peking University with a score of 707. Born in the rural area, she wrote an article saying "Thank you, poverty." It sparked heated discussions online, with countless people expressing their deep feelings.

Such stories make us excited because of four simple words: loser’s counterattack.

It is like a beam of light, illuminating the dull life of each of us ordinary people. To some extent, it inspires our ambition to work harder, or at least gives us a glimmer of hope in our dull lives.

An immortal classic in the history of advertising, Avis Car Rental’s slogan “Avis is only number two in the car rental industry, why would you rent our cars?” Is its success really due to positioning itself as number two as some experts have analyzed?

You are the second one that I should rent your car? Why didn't I rent it first?

Because we work harder (which is what you have to do if you are not the boss).

In fact, when Elvis Car Rental approached creative master Bernbach to create this series of advertisements in 1962, Elvis was on the verge of bankruptcy and was far from the second place in market share.

But after this series of advertisements by Elvis came out, Elvis made a comeback.

Readers who saw the advertisement wrote to Avis asking for “WE TRY HARDER ” badges, creating an unexpectedly huge secondary impact.

What people ask for is “we work harder”, not “we are second”.

It evokes consumers' sympathy for the weak and their identification with a little person who is trying to do better.

This is the very exciting loser’s counterattack.

3. Cute

There is a 3B rule in advertising: Beauty, Beast, and Baby. These three can best attract people's visual attention and evoke strong emotional responses.

Of course, we need to distinguish between beasts. One type is ferocious and aggressive wild beasts, and the other type is cute little animals, such as cats, dogs, rabbits, etc.

On TikTok, videos of small animals and babies are also a very popular category.

Why is it so popular? Because cute.

Moe is an ACGN term that originated in Akihabara, Tokyo, around 2003, and later became the number one trendy term in Japan. Young people always mention moe, and moe culture has become the mainstream of society.

In the Japanese business world, finding the "cute points" of the people is considered a basic principle, and cute industries, cute economies, cute stocks, and cute laws have sprung up like mushrooms after a rain. Even Japanese politicians’ elections and the recruitment of new soldiers for the Japanese Self-Defense Forces use cuteness in their promotions.

Initially, moe was only used to describe those innocent and cute little lolis in anime who were like budding babies, to express the love-like affection for the two-dimensional beautiful girl characters.

Later, cuteness moved from virtuality to reality, and was used to describe real people, small animals, objects, etc. A large electrical appliance company in Japan is developing "cute home appliances", anthropomorphizing televisions, fans, air conditioners, stereos, etc. so that the "owner" can feel the strong love as soon as he arrives home.

The core of the personality traits of cute characters is the word "delicate": spoiled, coquettish, arrogant, spoiled, gentle, shy, healing, and naive. In other words, it evokes a feeling of pity and protection in people, an emotion from the strong towards the weak.

For example, this duck that has become popular in the circle of friends recently, it changes the interjection "ya" in our daily spoken language into "ya", and then turns it into a cartoon character, sublimating it into an IP.

No matter what emotion or tone you express, it seems like you are acting like a spoiled child. So, it gives people a very cute feeling.

However, with the popularity of cute culture, cute characters are becoming more and more formulaic and their vitality is beginning to decline. Today, if you want to create a cute feeling, it is best to create a contrast - contrast cuteness.

In 2016, Baidu Nuomi planned a promotional event to promote the movie "Big Eyes Cute", offering free bananas when buying movie tickets. In order to create hype, they first planned an event - the Minions were caught by the urban management for selling bananas.

The result quickly became a hot topic on Weibo and was reprinted and reported by many media outlets. There is a strong contrast effect between the Minions and the urban management staff.

It is very common for many brands to invite models to appear at events and exhibitions. In 2015, a popular dessert brand in Beijing hired dozens of foreign male models, dressed them in Spartan costumes, and marched through the streets to deliver products to consumers.

In fact, this is very common and there is nothing surprising about it, but the Spartans were knocked down by the urban management, which immediately caused a sensation.

"The best military branch in China!!!" "The strongest heavy infantry" "The most important weapon of the country" "The 300 Spartan warriors invaded Beijing and were completely defeated by the urban management". The Spartan models only had beautiful bodies, but being pinned to the ground by the urban management became a cute point.

At the 2017 Baidu AI Developer Conference, Robin Li played a video of himself riding in a self-driving car on Beijing's Fifth Ring Road. As a result, he was spotted by the traffic police and received a ticket.

Li Yanhong drove his driverless car onto the Fifth Ring Road and was stopped by Beijing traffic police.

Soon the screen was filled with comments. On one side was the high-tech that represented the future of travel, and on the other side was the cruel and ruthless reality. This contrast created a cute point.

4. Warm

Warmth is a little happiness in life.

They are things that give people a sense of belonging, security, love and trust, and things that can connect with the heart.

The thing that best reflects warmth is love. Family love, love, friendship, nostalgia, care and sympathy between people.

A video of China Merchants Bank cooking scrambled eggs with tomatoes went viral in November 2017.

It tells a story about family love. A young man who is studying abroad has a party with friends and each person has to cook a dish. He didn't know how to make scrambled eggs with tomatoes, so in a very anxious state he called his mother who was across the ocean for help. Then the mother made a plate of scrambled eggs with tomatoes at home, explaining the process as she made it, and asked the father to take a video and send it to his son.

The son's fried tomato and eggs were very successful, but it was not until he and his friends talked about the time difference that he suddenly realized that due to the time difference, his parents got up at three in the morning and went to the kitchen to make a plate of fried tomato and eggs for him across the ocean.

It was because of this plate of scrambled eggs with tomatoes that the WeChat index soared 68 times that day to 24.45 million, far exceeding that of Honor of Kings .

A month later, the video advertisement of 999 Cold Relief, "Someone is Always Secretly Loving You," came out and dominated the screen. It's about the kindness of strangers.

Maybe you can't feel it, or even have misunderstandings, but you are quietly cared for and helped by some strangers. This film is also hailed as the most heartwarming short film of the year.

As for the matter of screen swiping, the essence of it is the emotional carnival of netizens. It doesn’t matter what message you convey or the facts. What matters is what kind of emotions you express and how they resonate strongly with the audience.

Among all emotions, positive emotions that make people feel warm are the most touching and can leave people with lasting feelings.

5. Cow

Lei Jun has a seven-word formula for creating Internet products: focus, extreme, word of mouth, and speed.

In fact, the same is true for creating content.

You focus on one thing and do it to the extreme. The extreme can bring word of mouth, and word of mouth can spread quickly in today's Internet age and form a wide influence.

It is reflected in various unique skills on Tik Tok and TV variety shows.

Cui Juguo, a security guard in Changsha, Hunan, was originally a truck driver. Because he often encountered traffic jams on the road, he had a sudden idea to play the game of standing an egg on end to kill time.

He first practiced standing an egg on the ground, then moved on to chopsticks, the tip of a pencil, and finally the tip of a needle. After practicing this skill for 6 years, Uncle Cui can stand three eggs on the tip of a needle in one minute. Then he was invited to participate in various variety shows to perform his skills. And became the holder of the Guinness World Record for standing an egg on a pinpoint.

What is a Guinness record? Isn’t it just doing something that others think is meaningless and boring, and practicing it repeatedly to achieve perfection? Then, everyone came over to watch, exclaiming "It's awesome!" and "It's absolutely amazing!".

If this video of standing an egg on end is put on Tik Tok, I think it will be no problem for it to get a million likes. Because it has really reached the extreme, the extreme will create word of mouth and spread quickly.

Levi's 501 also made a similar viral video, in which the characters tried various difficult methods to put on their pants, making them look very cool. The video was uploaded to YouTube and immediately attracted tens of millions of hits, and countless consumers began to imitate it and upload it as a video.

We have a saying: One trick is enough to conquer the world. As long as you can do something to the extreme, it will be noticed by others and spread. The oil seller said, it’s nothing special, it’s just that my hands are skilled.

6. Engage

An important spirit of postmodern society is deconstruction.

The imitation, spoof, deconstruction and reinterpretation of classics was born in the 1995 movie " A Chinese Odyssey ", which is a deconstruction of the classic novel "Journey to the West", reinterpreting the story of seeking scriptures as love.

After the Internet was developed in China, a Westward Journey fever swept the mainland. Westward Journey became the first hit content in the history of China's Internet . Not only were netizens watching and discussing it, but even the academic community wrote a lot of papers to interpret it. Zhizun Bao and Zixia became classic content IPs.

On today's Tik Tok, a very active category is various spoof videos and imitations of classics, such as various evil versions of "The Legend of White Snake".

In 1992, Zhu Jiading, a famous advertising man known as one of the four great talents in Hong Kong, created an advertising film "Forever" for Tissot, endorsed by Chow Yun-fat and Jacklyn Wu. The slogan in the film "It doesn't matter how long it lasts, it only matters that you once had it" was widely circulated and became a famous advertising slogan.

Later, Taiwan's Far EasTone Telecommunications adapted this classic slogan: It doesn't matter how long it lasts, what matters is how long we can fight.

No matter how far forever is, I just want to be able to keep talking to you on the phone from this moment on. Although funny, it is still vivid and this slogan also won the Taiwan Advertising Golden Sentence Award.

Therefore, if you want to create popular content, you can also think about spoofing some classic content, using reverse thinking to create some contrasts and create some new ideas.

7. Dry

People today are restless. Few are willing to bury their heads and study and improve themselves in a down-to-earth manner. Everyone wants to achieve quick success and take shortcuts. Learn X in three days, understand X in seven steps, quick guide to X...

In a word, everyone needs practical information .

Just look at the titles of today's public account articles, "Understand Steelmaking in Seven Steps" and "Teach You How to Forge Iron in One Week" and so on. Of course, this article is also hahaha. In addition, short videos with useful information are also very common on Douyin.

What is the difference between useful information and general knowledge posts?

First of all, the practical content must have a clear goal and exist to solve a certain problem. It is not about sharing knowledge in general, but about providing solutions to a specific problem.

Secondly, practical stuff cannot be just empty talk, it must be implementable and have concrete action steps and plans.

However, there are too many dry goods that seem to be able to solve the problem and provide action steps, but in fact they are useless. You can test this article according to this standard.

Oscar Wilde once said that it is not art that imitates life, but life that imitates art.

Real life is more of a dull repetition, day after day, year after year. Yesterday is not much different from today, and last year is not much different from this year. It is full of sound and fury, but little in the way of excitement and surprise.

As Rimbaud said, life is elsewhere. There is actually no life around us. So life needs to imitate art, we need to inject some drama, ritual and meaning into life.

So we want to give you some content art that is above life, something that you can't normally see or experience, something beautiful, exciting, cute, warm, cool, interesting, and cool.

This is the only way to arouse everyone's interest in paying attention, commenting and forwarding.

Beautiful, exciting, cute, warm, awesome, fun, and effective, these are the seven-word mantra for you to create explosive content.

Source: Empty Hands (ID: firesteal13)