Three Lives and Three Worlds of New Media Promotion: No Peach Blossoms, Just Routine

Last weekend, I was going to go to the cinema to watch "Wolf Warrior 2", but I couldn't persuade my wife, so I went to watch "Eternal Love" instead - she is a big fan of the TV series, and she had to support the movie version when it came out.

After leaving the cinema, I didn't remember much of the entire movie plot. I only remembered three details:

1. That little cute creature, Migu, looks a lot like Huba from Monster Hunt;
2. The battle between the ghosts and humans is very similar to the battle between Sun Wukong and Erlang Shen in Journey to the West;
3. Yang Yang is indeed a handsome man that you can’t find anywhere else.

In "Eternal Love", Bai Qian and Ye Hua have experienced three lifetimes, but their love remains unchanged. In fact, many things in daily life will not change.

For example, in new media promotion , there are also many unchanging routines - it seems that the website is very popular one moment, then Weibo is very popular, and within a few years WeChat has become a national app, and now everyone is discussing Toutiao , but in fact, many classic ways of playing will not change.

1. Hot content

The key to new media is the word “new”. Internet users have a natural interest in new content. Whether it is the latest entertainment gossip, the latest military news, or the hottest social events, they can easily generate high reading and interaction volumes online.

Everyone is trying to capture hot topics in every period, and this is especially evident in the titles of new media articles.

① When people first started email marketing , a good title would directly increase the open rate when writing emails;

② When promoting news sources, if you put a well-designed title among a bunch of news, the possibility of others opening it will be greatly increased;

③ Now, if you read some “ WeChat public account operation secrets”, they will still talk about how to write titles.

In fact, catching hot spots and writing headlines are very old methods - if you have done email marketing , then public account titles and Toutiao headlines will be no problem.

2. Answer questions and resolve doubts

Answering other people’s questions and making friendly recommendations about your own brand or products is something that people have been using.

① At first, everyone liked to ask questions in the forum, especially when buying a computer, they wanted to ask in the forum to see if anyone had bought it and how it worked. At this time, some computer sellers went to the forum to answer questions and recommend their own products in a friendly manner.

② Later, Baidu Knows became very popular, and a large number of brands made efforts on Baidu Knows to promote brand development.

③ Zhihu and Toutiao Q&A are both very popular now, but the routines are still similar:

• The first step is to thank you for the invitation;
• The second step is to answer from the heart;
• The third step is to invite your good friends to help like and comment;
• Step 4: Navigate to your account or website.

3. Resource download

Using resources to gain the attention of fans is also one of the classic tactics of new media promotion.

① At first, some people would put the seeds on the forum. You needed to send a private message to the original poster for the link, and then download it on Xunlei or Wowga.

② Later, some people used the method of "Weibo Weipan + resources" to guide people who downloaded the content to forward it on Weibo.

③ Now, many accounts use the automatic reply function of WeChat public accounts to let you "follow a certain account, reply to a certain keyword , and get a 5G data package" - isn't this the forum resource promotion from the previous life?

4. More

In fact, if we list the “three lives and three worlds” in the new media field, there are more:

chat:

• First life: QQ
• Second life: WeChat
• The third world: various differentiated chat tools

live streaming :

• First life: Forum text live broadcast
• Second life: Sina Sports Live Streaming
• The third life: Douyu Yingke video live broadcast

content:

• First life: Building your own website and writing articles
• Second life: Register a blog and write articles
• The third generation: WeChat public account/ Jianshu /Toutiao multiple platforms;

…

Conclusion

Many "experts" like to scare you so that you keep learning new ways of playing and paying attention to new routines. But in fact, 80% to 90% of the current new media gameplay has been used before, just in a different platform or format.

Therefore, if you master these basic routines well, you will be more comfortable when working in new media - just like playing table tennis, the international rules have changed several times, but the Chinese team still dominates, right?