How do operators follow hot spots? Share 4 points!

Today I will mainly share my experience and operations in following hot spots. The methods in the article may not be the best, but they are the fastest responses I made based on what I can call. The content is as follows:

If you are interested, keep reading.

1. The benefits of following hot spots

1. Low risk and low cost

For example, in new media , activities are easily blocked and the cost is high, while writing a hot article has relatively low risk and cost.

2. Accuracy

If you choose the right content angle, you can attract precise fans, and they are less likely to be lost than profit-based activities.

3. High open rate

Hot spots bring their own traffic . Before people get tired of them and when emotions are at their highest, the opening rate will be higher and the discussion will be more frequent.

Let me tell you something very interesting. I have a private public account , which has been writing some reviews and essays without much success. One day, some new followers suddenly came in. Because the public account has set up automatic replies to followers, it will ask new followers what article they saw and followed me. I found out that it was because I had written a music review for a less popular song before, and the number of comments on NetEase Cloud Music increased from over a hundred to thousands or tens of thousands. After listening to the review, the users thought it was good, so they came back to WeChat to search for music reviews and followed me.

2. How to follow hot topics in content operation

1. The secret weapon for quickly responding to hot spots: accumulation, retrieval and application of materials

First of all, we need to accumulate materials. Sometimes some news hotspots or social hotspots will repeat themselves, such as celebrity cheating, which is not uncommon, but explodes every time. You should save all the articles you publish so that you can call them up at critical moments.

Secondly, achieve fast retrieval. It is recommended to use note-taking tools such as Youdao Cloud Notes and Evernote, copy and paste the articles you have written but not organized, and classify them. When you need them, just search for the keywords and the corresponding articles will come out.

Finally, the materials must be used properly. You can use other related materials as comparison/extension/supplement to enrich the content, or revamp your current writing style to greatly reduce your writing time.

2. What should I do if I am not prepared for a sudden hotspot?

It is recommended to divide the work well and complete it quickly through collaboration among colleagues.

I remember there was a sudden outbreak of a huge hot spot.

The supervisor asked us: Who wants to be this hot spot? Half an hour out. I raised my hand, and the supervisor agreed and added two more people, making the three of us divided into three groups:

• Drawing: First determine how many parts and titles the article will be divided into, then ask a colleague who is good at drawing to be responsible for the pictures before the article and the title .
• Writing: Another person is responsible for the integration of the article.
• Promotion : I am responsible for finding relevant information for the integrator, typesetting, conceiving push titles, pushing them to different places as soon as possible, and posting comments below after they are released.

The three of them worked together and eventually achieved nearly 400,000 views, the highest number of views in the history of similar articles in the APP.

3. For hot spots that may be reversed/sensitive, it is safer to write like this

Today’s social hot spots are constantly changing, but some are so popular that you can’t ignore them. What should you do? 2 points to note:

• To prevent reversal, the tone and wording must be as cautious as those of large media.
• For sensitive hot spots, do not provide users with emotions, but instead provide them with practical value.

For example, child abuse. When you take screenshots in the first stage, I don’t recommend you to write about this hot spot. Why? Because they are just screenshots. If you only use screenshots to support the entire article, it is easy to be questioned and not objective. It is irresponsible to yourself and your readers. It is recommended that you make preparations at this time, integrate all practical information, and wait and see how the whole thing develops further.

After the major media outlets have released their statements, you can first use 2-3 sentences at the beginning of the article to describe the entire incident, but try to keep the wording of the incident restrained and calm.

The back of the article provides readers with professional and practical content, such as how to avoid and what to do when a problem occurs. At the end of the article, just write 2 to 3 summary sentences to end.

3. How to follow hot spots in community operations

1. Choose the right angle to increase discussion

Use hot topics as interactive topics, and choose a good enough angle to approach the interactive topic.

Let’s take the example of a celebrity cheating above. If you were just talking about celebrity cheating, what would you say? Maybe everyone just cursed a few words and then dispersed. But if your perspective is: What would you do if you found out that your husband/girlfriend was cheating on you? Will the discussion become more heated?

You need to put yourself in the user's shoes and think: Would I really want to participate in such a topic?

2. Can’t heat up the market? This point must not be ignored

You need to lay out the comments in the beginning, and they should be comments with certain content and quality, leading the entire topic discussion in 2-3 different directions.

The most interesting thing about a community is that it is made up of people.

If your first comments are not well laid out, subsequent users will follow suit and say similar things. There are also some users who don’t turn to the later exciting content. They only see the previous content and continue to post ordinary comments... Don’t overestimate your users. If your user base is not extremely large, you cannot expect that there will be many talented people among your users who will post many wonderful comments.

You can use a pseudonym to personally engage in heated discussions with users, and you can also voice your objections. My attitude towards the community is "Let them argue if they want, but let them do as long as they don't cross the bottom line." If everyone has the same ideas about a topic, then except for special circumstances, it will basically not cause any splash.

In addition, when your discussion comes out, you can try to put in the comments what else you want to say/new angles to spark a new round of discussion.

4. How to follow hot spots in activity operation

1. Quickly launch the product by removing one pain point in the easiest way

First of all, it is best to sort out how many resources you have on hand that can respond quickly. Note that it is a quick response (new media, social networks , communities you manage, kols, including yourself, etc.), and you need to choose based on the hot spot itself + the resources you can call upon. If your users like to read your content, then you can write an article. If your users are active in the community, you can also choose the community.

I remember there was a very, very big hot spot once, and the whole circle of friends was screened with it. My prediction was that the conversion rate caused by the event might be very high because they were closely aligned with the business of our APP.

But I am afraid that this hot topic will soon pass. I really want users to use this event to open our app and experience our functions (there are activities in this function)

Post an event link?

• Firstly, our functions cannot be used in WeChat;
• Second, the link needs to be loaded;
• Third, the page does not contain any practical content related to the hot topics.

Since I don’t have any development resources, I can’t follow hot topics by creating a special page. By the time I make it, the food is cold, and the quality may not be very good.

What should we do then?

Think about it, a special page is no more important than an article.

And an article is no lighter than a picture.

Yes, a picture. I decided to present it in the form of a picture.

(If you already have a topic page and it works in WeChat, or if you already have a mini program , you don’t need to read the second point below)

2. The link cannot be opened/there is no link/want to take this opportunity to recommend a wave of APPs? This is how it works

The problem arises again. Our download QR code is too troublesome. Users need to jump three times in a row, and the instructions to "open with browser " after scanning are too unclear (spitting out blood).

What should I do? My approach is to use Tencent’s own connection, App Store .

I generated a QR code from the link of App Store, so that when old users scan it, WeChat will automatically pop up a question asking "Do you want to open the software?" and users can immediately jump to our app to use it. It won't be too troublesome for new users to download it either.

3. Get the details right and double the conversion rate

After deciding to present the information to users in this way, I sent the practical information that users needed (including practical information, users are more likely to forward it) to the designer and asked him to make a very simple picture and bold a sentence to convey the following message: Our app can solve your problems in one stop.

Because people's line of sight is distributed in an F shape, it is best not to introduce your app and the service it can provide you at the bottom. Otherwise, if the font is not big enough, it will be easily overlooked. The font is too large, which steals the spotlight from the useful content. Of course, we have put a QR code in the lower right corner of the picture. You can jump from WeChat to our app by long pressing the QR code.

It has officially started. I forwarded this picture, plus three sentences of text, to all my social networks.

Be careful when forwarding, and don't choose to send two messages to the group just because you want to be quick. If you send pictures and text to the community at the same time, the text will arrive first, and then the picture. Therefore, in the user's WeChat, only the word [Picture] will be displayed. This means that when you provide a preview to the user, not many people will click in. The correct approach is to send the picture first, and then send the text after confirming that the picture has been sent.

Moreover, the first four words of the text must contain keywords. If necessary, emoji can be used as the first word. Bright colors can attract the user's attention. (Suddenly I feel like a micro-businessman, hahahaha)

4. Don’t be careless about the last shot, shoot it well

Well, when the users come, you can’t let them feel confused. After all, they come with a strong purpose. They come just because they saw the pictures and want to use a certain function/participate in a certain activity. My choice is to make a pop-up window that directly links to the destination (the page where you want the user to stay in the end). You can also choose to use other methods, but make sure the user is 100% clear! Again, don’t think that users are too smart. The first user you put in the banner may not be able to find it, really!

The final results are as follows. The user activity on that day was the usual trough of the app within a week (no push, new media, etc. were used to promote it). It’s just a picture.

Finally, a few words

First of all, hot spots are valuable for operations, but please don’t chase hot spots just for the sake of chasing them. If it can’t bring value to your readers (emotional value/practical value, etc.), then don’t pursue it.

Secondly, for hot topics that suit you, if it’s not new, then it has to be fast; if it’s not fast, then it has to be new.

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

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