How to design new media content to be more attractive?

When it comes to new media operations , content is of paramount importance. How to make users addicted to your content is a question that every new media operator is thinking about. The author of this article quotes the TikTok course, introduces human emotions into 12 content categories, and teaches you how to create more attractive content.

The essence of addiction and obsession is to make people forget their connection with the world and thus forget that the world has abandoned them. Just like drugs, it is difficult to quit and once you become addicted, you cannot extricate yourself.

This point of view was also mentioned in a recent article by teacher Keso. The core point is: we cannot let ourselves fall into an information black hole where "only the headlines are what you care about", thereby cutting off all connections with "the rest of the world".

Because at first it is what you want to see, and then it becomes what the platform thinks you want to see. What you end up watching may not be consistent with what you originally wanted to see, and based on human nature you will be attracted to some things and spend a lot of time on them.

Toutiao and Tencent have been competing against each other recently. This is how the business world is, with people interacting with each other. People in the ticket circle are saying that they all graduated from drama schools and have outstanding acting skills. Only if you love acting will you get more attention, right?

This is not the core of this article. In the next article, I will talk about this point of view separately. There is no right or wrong, just different positions.

This article focuses on a few key points on how to make people addicted.

Friends who have gaming experience should have the feeling that playing games is endless. Many online game rankings , various combat power rankings, special effects, and being a powerful figure in the game are all triggers of addiction.

For many users who participate in creation, getting likes is a recognition of themselves, and you will have the motivation to update. This is the platform's means of encouraging UGC users to create. Many users have shot dozens of short videos but received very few likes, which can easily make users tired, so occasionally there will still be a few short videos with good volume. This is actually a commonly used method in operations and a form of two-way incentives.

Whether it is WeChat or Toutiao, which has an even more powerful addiction mechanism, almost everyone will be attracted by the addiction mechanism when entering Toutiao, Douyin, etc.

Why are you naturally moved and like some heartwarming scenes? Everyone knows that Yilin has always been a very good-selling magazine, because emotions and emotional content are what the public needs.

Emotions can be subdivided into many categories. For example, recently TikTok has been deliberately diverting traffic to positive energy content, such as the recent popular videos of catching thieves.

Emotional factors that trigger greater user participation have a greater chance of becoming a hit if they can resonate with users. These emotions include excitement, anger, touching, sympathy, surprise, etc. Content triggers that can stimulate user emotions are definitely more popular than those that cannot mobilize user emotions. Content that brings joy is better than content that brings sadness. The more intense the emotion, the greater the chance of exploding.

If you don't have any feeling about this emotion, it's best to brush it up repeatedly. Although it takes time, it's really useful.

This can be expanded upon. In traditional Chinese culture, it is said that people have seven emotions and six desires:

• The seven emotions are: joy, anger, sorrow, happiness, surprise, fear, and thought.
• The six desires refer to: desire for survival, desire for knowledge, appetite, desire for performance, desire for passion, and sexual desire.

This emotion is human instinct and the driving force behind everything. Why do we say that humans are a more advanced species? Because they are animals that can control their emotions.

In foreign teachings, it is said that there are seven deadly sins: gluttony, lust, greed, anger, laziness, sadness, and arrogance. These all have a sequence, and not all of them need to be satisfied. In order to satisfy a certain desire, you can temporarily give up other desires.

Recently, Douyin teacher Du Zijian has become popular again. The way he did it is a very simple scene, an old man and some golden quotes. There is a saying that goes like this: Everyone has temper. To vent your temper is instinct, but to suppress your temper is a skill. Because human emotions are innate, it’s just that the problems that appear are problems. Either you become a demon or a Buddha, you need to recognize this point.

Now that we are talking about the seven emotions and six desires, let’s take a deeper look.

Seven emotions:

• Joy: includes emotions such as liking, joy, preference, like, and happiness;
• Anger: includes anger, rage, resentment, and resentment;
• Sorrow: includes sadness, sorrow, pity, pity, sorrow, and resentment;
• Music: refers to joy, physical and mental pleasure, and a feeling of happiness;
• Jing: refers to emotions such as panic, surprise, astonishment, surprise, and astonishment;
• Fear: refers to emotions such as panic, fear, worry, and concern;
• Thinking: refers to emotions such as missing, yearning, and longing.

In daily life, these emotions affect everyone, and fully mobilizing emotions is a very good way. Each work may express not just one emotion but multiple emotions, but at least it will evoke one emotion.

If we talk about these emotions separately, it may not have such a great effect. Here we need to create conflicts and contrasts in the content.

For example, a normal adult cleaning up the garbage after a school event cannot stimulate positive emotions very well. At this time, adding conflict and contrast will greatly improve it. For example, if a 3-year-old child picks up garbage, the contrast conflict will be activated even more.

If an elderly cleaner is used to clean the house at this time, the scene may be magnified with compassion, and rain may be added to the scene.

Here I quote the Tik Tok course, introduce this emotion into the classification, and sublimate it on this basis.

1.Dance:

Dance content is actually a type of performance, but since it has a large audience base, it is basically one of the main contents. Common content directions are:

• Basic stunts: various cool introductory moves, which can be used as part of the basic content, such as dances that young people like
• Various costumes and dances: various novel and unique clothes and dances, which are very eye-catching because of the great contrast between the costumes and traditional dance costumes, etc.
• One person becomes multiple people in the same frame: This type requires special effects synthesis, that is, using a camera device (the camera position remains unchanged) to make one person do several different trajectories (the trajectories do not cross each other), and finally synthesize a video with multiple people in different actions, but these people are all one person
• Flash mob: This type of routine is to highlight the disharmony between the protagonist and the scene, to contrast the protagonist's performance, such as: restaurant dance, work dance, sleep dance, etc.
• Logo action: This type is to find the logo action of a well-known IP to imitate or create creativity based on it

2. Funny jokes

This type of content has a wide audience. For those who are funny and spoof, it is a way to vent emotions. For those who are under great pressure in life, this demand is very large. The range is very large, from small pranks to no bottom line.

Therefore, funny jokes are targeted at a very wide range of people and are suitable for traffic accounts. Since this type of account has low production costs and is a basic demand, it will grow quickly in the early stages, but will face great competition later. Due to the precedent of jokes with connotations, such as Douyin, which is strictly regulated and defined as light entertainment, is different from Kuaishou . Of course, some Kuaishou accounts have entered the market and started to whitewash themselves, but I have no intention of belittling Kuaishou. To put it bluntly, Kuaishou is more real, and the real thing is often not so pleasing and unacceptable.

In addition to vulgarity, the common content directions of funny jokes are:

• Dubbing: It is to dub various classic pieces and shoot new scenes (currently commonly used), or use new dubbing for old films (currently less common)
• Micro -film : re-shooting of various skits, funny climax parts of film and television dramas.
• Moving: It means the reprocessing or collection of various funny jokes. Some of these require a VPN , and some require watermark removal and cutting.
• Prank: It is to make others look bad without hurting them, such as traps, sudden actions that make others feel at a loss, etc.
• Unconventional: The results of many pranks are not what the audience imagines, for example, taking away a chair without it falling, magic tricks, etc.
• Embarrassing things and documentaries: There are many embarrassing things about ourselves or others in daily life, some are live broadcasts , some are storytelling. As for documentaries, these documents may not be true documents, and many of them are arranged.

3. Talent

This is the favorite of the education and training industry. Of course, the talent category is also a very all-encompassing category. The main reason is that Douyin is inclined towards high-quality content, and talent is easy to produce content. The focus of this category is talent or art, and the protagonist of the content is often the Douyin main character.

• Talent: Mainly one's own specialties, such as the painting process of a famous painter's 60 million paintings, the fine noodles of a noodle master, the calligraphy of a calligrapher, etc.
• Art: mainly to show artistry and appreciation, such as chef's knife skills, carving masters' carving, photographer's stunt photography, mountain food, etc. This type is also very suitable for enterprises, such as many photography studios, art groups, etc.

4. Imitation performance

Imitation itself has a certain social nature, so Douyin introduced an imitation mechanism, hoping to lower the UGC threshold by combining content guidance.

Many people who are not in the operations field probably don’t know what UGC means. Let me briefly explain that UGC refers to allowing users to produce content, such as what courses I am currently teaching are worth learning. All course evaluation reports are also produced by our evaluators after users have listened to the courses we offer. This is a bit similar.

In this way, influencers will create a content pool for Douyin, and all such good original content will have a large amount of official traffic support.

• Humorous imitation: This type of imitation does not have high requirements, as long as it can cause laughter, so various Internet celebrities and jokes are frequent imitation targets (Zhang Jiayi's walking, Xiao Shenyang, Lin Zhenying, Wang Zulan and other iconic lines and actions).
• Celebrity imitations: This category used to be the exclusive domain of stand-in actors, but now there is voice imitation (this category is very suitable for people with good voices who often do dubbing and singing but are not very good-looking), for example: many recording studios directly release videos of covers or recordings of dubbing.
• Innovative performances: This type of innovation focuses on improving on the original version. It is suitable for friends who have certain talents and want to build their own IP through imitation. This type of innovation will not remove the label of the original version, but will innovate on the original version through strengthening, twists and turns, etc. For example: based on the foreign method of stacking stones to make wooden stacks, some new magical dances or signature moves.
• Popular imitations: This type of method is relatively easy to stand out. In many cases, an original work or an imitation becomes popular, and then many users imitate this work. When your work is differentiated enough, it is very likely that you will stand out from the crowd.

5. Inspirational Chicken Soup:

This type belongs to the emotional category. It is necessary to understand the emotions of the audience. The content needs to be able to trigger the audience's emotions and resonate with them. It mainly uses a combination of visual and auditory to make the audience resonate in a short time. This type is very suitable for Douyin accounts with a certain depth and content. Common content methods are:

• Translation: Translate foreign literature, translate ancient Chinese, and read the written text aloud. This type of account requires a certain level of cultural reserves, and having a good voice will be a bonus in this regard. There is another level to translation, which is to turn the chicken soup videos that were widely circulated in the Internet age into Tik Tok videos. This is why many text accounts have become popular, and it is also very simple to produce. Because this kind of widely circulated chicken soup has often been tested by the market and has a strong sense of resonance, there is no need to rack your brains to find truly original content.
• Narration and reading: telling stories through pictures, through films, through personal narration, or directly telling stories. This type usually requires a good voice and a certain control over the pictures, but the requirements for news event collections are not high (this type cannot directly produce news, only summaries).

6. Special attractions

This type is the favorite of the tourism industry, covering all aspects of food, drink, entertainment, and fun. There are many varieties and production methods. The threshold for production is low, and this type can interact with many other industries, so it has great potential. Common content methods of this type are:

• Time travel: It is the use of cutting and time effects to allow the protagonist to travel through time and place. Time travel usually requires interaction between multiple scenes and is commonly used in tourism.
• Live streaming: It is to use short videos to broadcast local new and unique things. This type is similar to a promotional video, but more down-to-earth. The content must be new (few people have seen it or it is very popular), strange (miracle, unique, spectacular), and special (special, special, and distinctive). Live streaming can not only be about scenery, but also about food, drink, and fun.
• Guess Guess: A commonly used interactive type. After recording, ask the audience what this is? Where is this? Strategy assistance, etc.

7. Flirt with the girl and the boy

This type of content has a relatively large span, but due to the characteristics of the video, it is suitable for the current Douyin group, especially for the emerging post-95s and post-00s. The essence of this type of media is social , but due to the influence of the fast-paced life, it focuses on the concept of fast social networking, and usually uses the beginning of a certain symbol to break the barrier of communication between strangers.

• Physical contact: This type of contact refers to accidental, partial, and small-scale contact. These are usually intentional behaviors that give people the impression of being unintentional or not offensive, such as touching hands on an escalator, pretending to fall to claim compensation, bumping into people out of concentration, etc. Some of this type of content is shot out of friendship and may not be real life scenes. This is the pretend not to know series.
• Awkward self-deprecation: This type is more common, usually using a euphemistic topic or a very fake topic to break the awkwardness, for example: B (Man: Miss, I want to go somewhere, can you tell me how to get there? Woman: Sure. Man: How can I get into your heart?);
• Flirting with props: This type is used more frequently, such as picking up girls with magic, giving gifts, embarrassing props, etc. Props are one of the common types of selling goods.

8. Positive Energy

There are many trends at present, some are warm-hearted, some are to whitewash the profession (such as various sales industries). Currently, companies that strengthen public welfare culture will choose this type, for example: many variations of public service advertisements.

9. Log summary

Summaries of various things, including experience summaries, summary recommendations, and various diary logs, etc. This type of content can be about reading, movies, sports, life, and finance. This type of content is extremely large and is suitable for a Douyin account that is exclusive to a large group of people but has relatively broad needs.

10.Showmanship

This applies to all categories, as long as they are new and unique. This type is essentially a "show", showing skills, showing affection, showing pity, showing scenery, showing food, etc. The content and production requirements span a wide range, and it has a screening effect on the crowd. This type of production has a wide range of costs and demands, and is suitable for enterprise or long-term IP creation. This type is different from talent, the protagonist can be a service or a product, but it must be showy, for example: a car company's 10-minute acceleration and braking experience, a computer brand's high-tech experience, a stall's food making process.

11. Challenge

This belongs to the direction of traffic promotion, focusing on IP creation. This type usually combines its own content to dig out some resonance points to leverage the official traffic of Douyin. This type needs to pay attention to which challenges have certain potential, and then produce some related content, or study the current hot challenges, and create content that is similar in nature but innovative in form and content.

12. Interpretation

This type of content has very high requirements, and often features experts, celebrities, field masters, opinion leaders, etc. as the protagonists. The content is often in the form of news reports, dialogue interviews, live broadcasts, etc. This is closely related to the current knowledge industry, a must in the knowledge field, and is commonly used for industry popularization education, leading enterprises, etc.

In these major categories, implanting your content into emotions often has a multiplier effect. Here, everyone may be speechless about some videos that go viral for no apparent reason. What are the highlights of these videos that make them popular?

There is a solution to this problem, such as presenting the golden sentence in another way.

For example: Girls who love to laugh will never have bad luck!

The author of this article @六爷 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games