4 tips to enhance article resonance and create popular articles!

If you want an article on a public account to go viral, it must be infectious and resonate with the general public. As for how to enhance the resonance of an article, you can start from the following four directions.

1. Identity is a person’s deepest knot

First, let’s understand a very important concept called identity.

I tend to cry easily, but when I was watching Wolf Warrior 2, there were a few parts that really moved me.

For example, there is a scene where after the war, everyone wants to evacuate back home, but on a road they have to take, they see Africans fighting fiercely and artillery fire everywhere. In a flash, Wu Jing held up the national flag with one arm, and both sides dropped their guns and watched the Chinese pass peacefully through the war zone.

That moment really aroused my strong resonance and national confidence. It also aroused my identity as a "Chinese". Although I knew it was a common routine in film and television dramas, I couldn't help but feel tears in my eyes.

The same technique can be used in movies , life, and copywriting . If used well by a capable person, it could result in billions in box office revenue. To help you better understand identity, let me give you a few more examples to reinforce your understanding.

Recently, a joke about regional discrimination has become very popular in our office (I will try to read it in different dialects):

What is the most humble thing a Sichuanese has said to keep someone? Okay, okay, let’s have a shabu-shabu hotpot.

What is the most humble thing a Henan person has said in order to keep someone? Hi, hi, hi, if you don’t steal the manhole cover, then don’t steal the manhole cover.

Other similar posts include "Today Mr. He Jiong made a bet with the Japanese", "Why marry a girl who can draw", and the Buddhist style that was all over the screen some time ago. They all find a common identity label: it could be a zodiac sign, nationality, or region, and then stimulate your sense of identification with the group represented by this label.

I spent the whole morning researching this topic, reading many books and articles, but couldn't find any satisfactory content. Finally, I found the key in a corner of a paper.

Let’s take a look at the methodology I extracted from professional papers. I can guarantee that if you practice diligently after reading this article, you will achieve great success.

2. Four Levels of Identity

There are four levels of identity, which I have summarized as: personal, relational, collective, and social.

• Objective characteristics of certain signs and symbols (ID cards, passports, etc.)
• Obvious behavioral patterns, group cognition, and emotional experiences related to identity
• The similarities between one's own group and the differences between other groups
• The meaning that society gives to individual identity and the contribution of individuals to society

Let’s explain them one by one.

1. Individual

If I want to write an article for soldiers or their relatives to forward, the most direct way is to describe some of the characteristics that make up a soldier: for example, their uniforms, their arduous training, their different food, clothing, housing and transportation from ordinary people, and so on. Add some emotional color and praise to highlight it.

I believe you have some images in your mind.

2. Relationship

A higher level than some symbols is the description of "obvious behavioral patterns, common cognition of the group, and emotional experience brought about by identity."

1) Behavioral patterns

For example, the most common behavior of WeChat editors is to follow hot topics. Many people write in their articles about how they were in the middle of having sex and had to stop to follow hot topics; how they were woken up by their boss in the middle of the night to follow hot topics, etc.

Other people’s girlfriends really go home after get off work; your girlfriend just changes places to check Weibo and WeChat after get off work, because hot spots can happen at any time...

Writer Bi Feiyu said:

"It is actually easy to create a character. It has a prerequisite: you must be able to write about the labor that matches his (her) identity."

2) Common cognition

For example, Teacher Qiang Yadong named an advertising company "You are right" and its slogan is "Let's think about it again." This hits the nail on the head about the communication conflicts that often occur between Party A and Party B, and this name is used to resolve them in a clever way.

When the boss of marketing at an Internet company heard the name, he laughed and immediately said, "I want to talk to this company and give them some work to try." When I went to present proposals to some large companies, every time someone read out the proposal, I would ask a representative from the company that said “You are right” to speak, and everyone would laugh. Just because of this name, he suddenly became an Internet celebrity in the advertising industry.

By the way, this company was facing a very embarrassing situation before and was about to go out of business, but an insight changed the company's fate. I have previously followed the same line of thought and helped a design company come up with a similar name, but I am not in a position to disclose it because the trademark has not yet been registered.

The previously popular video “Who Are We” also focused on this point.

3) Emotional experience brought by identity

Previously, there was an article that went viral on WeChat Moments , titled "How to Pretend to be a Good Mother," and Cherry Pictorial gained 370,000 followers in one go. This article talks about some of the emotional experiences after becoming a mother. It is very dramatic and interesting.

Relationship between mother and husband:

The relationship between mother and child:

Relationship between mother and myself:

There is also "Thank You for Loving Me" by Visual Magazine. Why did it attract so many people to forward it? A big reason is that it describes a lot of emotional angles (17 clips in total). With 17 consecutive palm strikes, even the strongest of your defenses will be removed. Moreover, many of the emotions are experienced by most people, so it is easy to resonate with them.

For example, between brothers:

Seeing my brother crying beside me,

The little boy without arms

She tried hard to hold the pacifier in her mouth and pass it to her brother.

For example, between teachers and students:

The girl's family was poor and she lived frugally.

Seeing the teacher carefully mending my shoes,

Finally I couldn't hold it back and turned my back to wipe away my tears.

For example, in the pet room:

My companion was in a car accident and was lying on the road.

The dog risked its life to save its companion and tried to drag him to the side of the road.

3. Collective

When it comes to inspiring a sense of identity, the collective is particularly powerful. The two key words here are "us" and "them". There must be an opposite side, by describing the commonalities between "us" and the differences between "them". The stronger the opposition, the stronger the collective identity within each group.

Teacher Mimi Meng is particularly good at this trick. Her articles are basically about teasing one group of people and diss another group of people. For example, her post last night, "Rich people are willful?" "Bullshit, only poor people are willful":

We always say that rich people are willful, but in fact we are wrong. Only poor people are willful, rich people have great self-control, okay?

I have interviewed people who earn a million dollars a year, and each one has more self-control than the other. For example, some people go to bed at 9 pm and get up at 4 am every day in order to be efficient; some people allow themselves to buy a strawberry cake on their birthday in order to lose weight, then look at it and continue to eat the diet meal.

Damn, I feel like I’m not the same race as them.

See? It describes the commonalities among rich people, the differences between poor and rich people, and then teases a group of people. Of course, Teacher Mimi Meng has restrained herself a lot now.

The popular article "20 million people in Beijing are pretending to live" some time ago was also at this level, creating a strong confrontation between Beijingers and outsiders.

This life atmosphere of old Beijingers is passed down from their genes and also rises from the five houses under their buttocks. When the financial white-collar workers in Xicheng are immersed in the excitement of their year-end bonuses, the Beijing tycoons in Southcheng will calmly say, I have five houses; when the coders in Haidian finish typing a string of code, look at the photos of milk tea, and fantasize about becoming the next Liu Qiangdong , the Beijing tycoons in Southcheng will calmly say, I have five houses; when the media elites in Chaoyang sign a big deal and stand in front of the floor-to-ceiling windows in the CBD to look forward to life, you will still hear the Beijing tycoons in Southcheng say calmly, I have five houses.

This is the case with map cannon, nationalism, class revolution, etc. This year there is a particularly powerful headline called "They are waiting for an apology, the Japanese government is waiting for them to die." This title is simply amazing, just like what Haruki Murakami described - an egg smashing against a high wall.

They are so powerful, a cold and powerful government; we are so weak, a group of comfort women who were innocently killed; our demands are so humble, just an apology; but they are so cruel, they want us to die.

Although we are not comfort women and cannot personally experience their pain, this kind of group shaping method can easily arouse our emotional identification and identity——

“If I have to choose between a solid wall and an egg hitting a stone, I will always choose the egg.”

4. Social

The last layer is society, which describes the contribution of this identity to society and the meaning given by society. In 2015, there was an article titled "How Many People's Futures Have Been Ruined by New Media Operations ", which was at this level, but in the opposite direction.

It is no exaggeration to say that the birth of Weibo and WeChat has solved the employment problems of millions of hungry graduates and IT migrant workers. They did not study professional courses well during their undergraduate studies, and grew up in Weibo and Douban Moments for a long time. They only know "wow" hahaha 233333 every day, and they call it extroverted autism. They look at everyone with a pancake face, and when they bury their heads in their mobile phones, they are the knights of the bit world. Without the confidence to find a suitable professional job, new media operation becomes the preferred choice.

How should I put it? If the child's professional knowledge is not up to par and his hobby is Internet communication, it is probably useless. This disease is widely contagious, and there is no approved prescription for it. A layer of new media operators hangs on the bubble of IT Internet, which looks like India’s National Day military parade.

The last sentence was particularly harsh, directly depriving new media operations of their social significance. It hurt many people at the time and also caused a lot of controversy.

So if we write about it positively, how should we write it? It just so happened that a while ago, I wrote an enrollment copy for an offline course in Guangzhou that had this meaning. Let me show you how I wrote it at the beginning:

Every once in a while, a phenomenal big account is born. A person pops up out of nowhere, creates a public account, gains followers quickly, and makes a lot of money.

But what we don’t see is that behind every big number, there is a story of an ordinary person trying to change his or her own destiny.

In an interview, Xinbang asked: "How would your life be different without WeChat public accounts ?"

@Lin Shao, founder of Shidian Reading : I will probably start a business in other fields, the direction may be different, and it won’t be as smooth as it is now. I am very lucky to have hit this trend and have a group of friends who are dreaming with me.

@Sha Xiaopi, founder of Visual Journal: I will live a completely different life. Eating hot pot while working, with a wife and children sitting on a warm bed.

@Xiaojuan, founder of Poisonous Tongue Movie, may have expressed the thoughts of more people: If there were no official accounts, I might have to work harder for another ten years...

This statement is not an exaggeration at all. Sha Xiaopi used to work in a state-owned enterprise in Qingdao with a monthly salary of 5,000 yuan. Because he liked collecting beautiful pictures and various current affairs, he and his wife opened a public account in their spare time to share the collected beautiful pictures. At first, they only circulated them in the circle of friends, and gradually accumulated their first fans. After that, they participated in many public account mutual promotions. After a few months, the number of fans exceeded one million.

After being reported for plagiarism, he learned his lesson and decided to work hard to create original content. His most recent article, "Thank You for Loving Me," has been read 50 million times and gained 650,000 followers. Currently, the cumulative number of fans on his public account matrix has already exceeded 20 million.

After this article was published, many friends in new media automatically forwarded it for me because it stimulated the identity identification of new media people.

This concludes my explanation of the four levels of identity.

3. How to unite a country through identity

Finally, I would like to share a great speech with you. Let's see how the speaker inspires everyone's sense of identity and unites the people of the country at a very sad moment in this short speech of more than a thousand words.

The speech is called "The Real Hero". The speaker was former US President Ronald Reagan, and it was a speech about the Challenger space shuttle tragedy.

At 11:39 a.m. on January 28, 1986, the U.S. space shuttle Challenger exploded 72.34 seconds after launch, killing all seven crew members on board.

Faced with this sudden tragedy, the United States fell into sorrow. This was the first explosion in 56 manned space flights by the United States. It was the first time an American astronaut died in flight. After the Challenger explosion, the entire United States mourned.

The task of this speech is very important. Think about it, if you were President Reagan, facing such a tragedy, what would you say? I think you have completed at least these three tasks:

1. How to commemorate these seven heroes?
2. How to comfort their families?
3. How to re-inspire everyone’s confidence in the aerospace industry?

In fact, I think the third question is the most important and the most difficult one. It is at such a sad moment that you try to inspire people's confidence in the space industry again.

Because you have to know that there has always been controversy about space exploration in the United States. Many people are questioning why the country should spend taxpayers' money and spend billions of dollars on projects far away on Mars when there are so many children in the United States who cannot afford to go to school? Former President Kennedy also delivered a great speech "Why We Go to the Moon" to respond to this question.

It is foreseeable that after this disaster, voices of doubt will arise one after another in the country. Therefore, it is very important to unite the people of the country at this moment and re-inspire everyone's confidence in the aerospace industry. Let's take a look at what President Reagan did:

ladies and gentlemen,

I had intended to deliver the State of the Union address to you this evening, but events earlier today have caused me to change my plans.

Today is a day of mourning and remembrance. Nancy and I are deeply saddened by the tragedy of the space shuttle Challenger.

We know that all Chinese people share this sentiment. This is truly a loss for the entire nation.

Nineteen years ago, almost to the day, we lost three astronauts in a horrific ground accident.

Yet we have never lost an astronaut in flight. We have never experienced a disaster like this.

Perhaps we have forgotten how much courage it took for the shuttle crew.

But the seven astronauts of Challenger were well aware of the dangers, and they persevered to overcome the difficulties and performed their duties brilliantly.

We mourn the loss of these seven heroes: Michael Smith, Dick Scobee , Judith Resnick, Ronald McNair, Allison Onizuka, Gregory Jarvis, and Krista McAuliffe.

As a nation we mourn our lost heroes.

To the families of these seven heroes, we cannot fully appreciate the impact of this tragedy as you do.

But we feel the loss, and we think you must, too.

Your loved ones are brave and fearless. Their special attitude and special spirit tell us: "Give me a challenge, and I will meet it with joy."

They are eager to explore the universe and uncover its mysteries. They wanted to do their job, and they did. They did their job for all of us.

In this century, we have become accustomed to miracles.

It is hard to find anything that can wow us. Yet that is exactly what the U.S. space program has done for twenty-five years.

We have become so accustomed to the space program that we may have forgotten that we are only just getting started.

We are still pioneers.

They - the entire crew of the Challenger - were pioneers.

I want to say a few words to the American schoolchildren who watched the live broadcast of the space shuttle launch.

I know the latter is hard to comprehend, but sometimes distressing things like this do happen.

It’s all part of the process of exploration and discovery.

It’s all part of taking risks and expanding the reach of the human world.

The future does not belong to the weak, but to the strong.

The Challenger crew has propelled us into the future, and we will continue to follow them.

I have always had great faith in and respect for our space program.

The tragedy that happened today in no way diminishes that. We will not stop our space program.

We have no secrets or concealments. We implement it openly and with integrity.

This is exactly the way freedom is, and we wouldn't change it for a minute.

We will continue to explore space.

We will have more space flights, more astronauts, more volunteers, more civilians, and more teachers going into space.

Nothing ends here; our hope and our journey do not stop.

I also want to say that I hope to talk to everyone who works for NASA or on this mission and tell them:

"For decades, your dedication and professionalism have moved us and left us in our hearts. We understand your pain. And we feel it."

Another coincidence today.

Three hundred and ninety years ago today, the great explorer Sir Francis Drake died aboard a ship off the coast of Panama. In his time, the greatest frontier was the ocean. A historian later said:

"He was born on the sea, died on the sea, and was buried in the sea." Today we can also say the same thing about the Challenger crew: like Drake, their dedication was unreserved.

We are honored by the lives of the crew of the space shuttle Challenger.

We will never forget them, nor will we forget the last time we saw them this morning, as they prepared to hit the road, waving goodbye, “breaking free from the rude bonds of the earth, to touch the face of God.”

Thank you everyone.

I won’t go into too much analysis of this speech. I’ll just point out one detail: the word “we” appears in almost every line.

Finally, a few words: What is the use of understanding these four levels? It's like a checklist, a model for evaluation.

Next time when someone says that your article is not contagious or has not spread, you can think about these four aspects and think about how to strengthen a certain aspect of the content.

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

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