Based on 800 million massive data, here are 5 tips to increase the click-through rate of news messages

The China Internet Network Information Center (CNNIC) released the 40th "Statistical Report on the Development of China's Internet", which shows that as of June 2017, the number of Internet users in China reached 751 million, the Internet penetration rate was 54.3%, and the number of mobile Internet users reached 724 million, accounting for 96.3%, and the dominant position of mobile Internet has been strengthened. As a basic Internet application, online news applications have a usage rate of 83.1%, ranking third among all types of applications.

How can news and information apps maintain their unbeaten position among so many apps? How to stand out among similar applications? Today, based on 800 million massive data and through in-depth analysis of copywriting , we will teach you how to efficiently and quickly increase the click-through rate of copywriting and maintain user retention and activity!

Secret 1: News real-time

The real-time nature of news is king and the most important factor in attracting users. Real-time notification news, broadcast news, weather or road traffic warning news, or explosive entertainment news, etc., all require attention to news timeliness.

In addition to news with strong real-time requirements, how can some news that does not have such high requirements for real-time better maintain high retention and high activity?

We divide the time for message sending into two categories: weekdays and weekends, and each category is divided into four time periods: morning, noon, afternoon and evening. Comparing Xiaomi's push data, we can see that weekdays and weekends, weekday evenings and weekend afternoons are the times when the most messages are sent.

What about click-through rate?

Tip 2: Good title ≠ clickbait

1. Judging from the content of the title, when the same news appears in front of you, which one would you rather open and read?

David Ogilvy, the founder of Ogilvy, has a classic quote: "If your title fails to attract the audience's attention, it is equivalent to wasting 80% of the advertising costs. For people who create content, you have wasted 80% of your energy and time." The importance of the title to an article is self-evident. However, a good title does not equal clickbait. A contagious new media title should not only be touching, but more importantly, valuable. Simply relying on clickbait to attract attention will not only fail to maintain high attention for a long time, but will have a huge negative impact on the brand value.

2. Based on the number of words in the title, which title can catch your heart more?

Based on the massive data pushed by Xiaomi, we selected the top 5 news and information applications and found that the average number of words in the titles of the top 300 apps with the highest click-through rates was 13, among which the title of the big brother Toutiao had only 4.7 words.

Tip 3: Make the content focused

1. Judging from the content of the copy, when there are two news headlines that are the same, which news are you more inclined to open?

The title and content of the copy should not be repeated. The content needs to be more refined and summarized. While hitting the key points, it is also necessary to guide users to open the news and view the content details. Otherwise, it will really become a "title party"~

2. Judging from the number of words in the copy, which type of copy can better cater to users?

Based on the massive data pushed by Xiaomi, we selected the top 5 news and information apps and found that the average number of words in the copywriting of the top 300 apps with the highest click-through rates was 50. The more words, the lower the click-through rate.

Tip 4: Use special symbols frequently

Based on massive data, we found that the presence of some special symbols in the copy will increase the click-through rate of the copy.

Click-through rate comparison:

Tip 5: Target the right audience

Each application has its own unique user group. Accurately segmenting users and providing personalized services to each individual will greatly help product updates and refinements, while minimizing disruption to users.

Based on the copywriting data of the top 1500 news and information applications with the highest click-through rates, the news copywriting is classified into the following categories:

The data statistics are summarized as follows:

Based on the above content, the following summary is given:

• News should be timely
• Title settings are important
• The copy should highlight the key points
• Special symbols often used
• The target audience should be accurate