How to create new media articles that go viral?

Creating new media articles that go viral is the goal that every new media operator strives for. So how can we get closer to creating new media articles that go viral? Let’s take a look at some of the author’s sharing.

Title 1: You always say "no hurry", but in the end it's "too late"

Title 2: You always say "no hurry", always waiting, but in the end, you get nothing

Which of these two titles makes you more eager to read? Although the two titles express the same meaning, I believe most people will choose the first one. This is the title of an article written by Mimi Meng .

Many new media operators are very confused about every push, from topic selection to title, and don’t know how to start. So, what should we do to get more reading volume?

How to choose a topic for an article

In Q1 of 2017 alone, the number of pictures and texts published by public accounts reached 290,000. In order to stand out among so many articles, the topic selection is particularly important. So, how can we find the right topic?

1. Take advantage of the hot spots

What is a hotspot? Simply put, the topic or event that occurred was welcomed or concerned by the general public during a certain period of time.

There are two types of hotspots:

• One is predictable hot spots, such as various new product launches such as Apple's launch, Xiaomi's launch, etc., and large-scale events such as the World Cup and the Olympics. These events can be known in advance, so it also gives us enough time to prepare for the hot spots.
• The other type is something that happens suddenly and cannot be known in advance. The popularity of this hot spot usually does not exceed 3 days. If it takes too long, users will often no longer care about it.

Generally speaking, riding on hot topics is a more reliable way to attract users' attention, especially when the hot topics cannot be known in advance. Because the popularity of this hot spot only takes a short time to ferment, it is necessary to expand from the hot spot for the second time in a short period of time and find the point of integration with the brand . Therefore, it is quite difficult at the operational level and it tests the skills of the operators.

It should be noted that:

• Not all days are hot topics. Only things that happen on those days that cause heat can become hot topics.
• Choose a hot topic that suits you, and carefully select negative news (drug abuse, cheating, etc.) as the hot topic.

Some time ago, WeChat’s first game mini-program , Jump Jump, sparked a lot of discussion. Durex made a poster based on the images of this game and implanted Durex products into the poster. The overall picture is clear and natural, and it is highly integrated with the hot topics. It can be said that it is a master at riding on the hot topics.

2. Talk about something new or interesting

Everyone has a curiosity to a certain extent. They are curious about new or interesting things and can't help but want to find out more. Therefore, if picture and text push can grasp this psychology of users and combine it with good creativity, it can also attract a large number of users to read and even actively share and spread it.

For example, the content of the official account of Zi Media often takes advantage of users' curiosity and tells new things. "We looked through the chat records of the talented men of the Tang Dynasty and found not a single word that could prove that Yang Guifei was fat." In our traditional cognition, Yang Guifei had a plump figure. At this time, an article popped up and said that there was not a single word that could prove that Yang Guifei was fat. This is a new cognition, which goes against the impression we have already formed. At this time, we often want to click to read and see what is going on.

3. Emotional resonance

The articles we forward the most in our circle of friends , apart from new or interesting things, the rest are chicken soup and poisonous chicken soup. In other words, when an article expounds a certain truth or viewpoint that resonates with users emotionally and creates a sense of identification, it is equivalent to capturing users.

For example, "You said forgetting is the longest farewell, and I said accompanying is the longest confession. 》This article uses emotional description to resonate with users, thereby attracting users to read and interact.

4. Knowledge-based

What is a knowledge article? That is, the article can meet certain needs of users, or users can learn certain knowledge points by reading the article. If we only want to market to a certain type of user, we might as well try to use knowledge as the topic of the article.

For example, "This is the warmest and most fashionable pants in winter!" " is a very practical article written with women as the target group, from the perspective of what kind of pants to wear in winter to keep warm and fashionable.

How to write a title

After we have determined the topic, the next thing to do is to write the title. Users basically read public accounts during their daily fragmented time. Fragmented reading time often determines whether to read the article within 3 seconds.

In other words, if you can't attract users to click and read the article within 3 seconds, then no matter how well the article is written, it will be useless. Therefore, a good title is very important. So, how can we write a title that attracts user groups?

1. Benefits

The title indicates what benefits you can gain by reading this article. One way is to directly state the interest points, such as "Too cold to type! Get 55 yuan of phone credit for free! ”, another way is metaphor, using words such as “strategy” and “guide” to emphasize the benefits that can be obtained. This writing style is more common in new media operations such as education or recruitment , such as “Top operators share the quick advancement secrets from a monthly salary of 3K to 30K”.

2. Information type

Most users have the need to know information, so a title that focuses on newsworthiness can also attract users to click. Of course, the prerequisite is that the target audience of the new media has obvious characteristics, otherwise, it is easy to lose other users. For example, "Instant Noodles Morning News" is a news morning news provided for Internet product operators .

3. Curiosity

Taking advantage of people's curiosity and eagerness to try new things, the title is full of freshness and is also a call to action. The more commonly used sentence patterns are interrogative sentences, and there are words such as "revelation", "essence", and "disclosure", such as "Luo Pang's 60 Seconds: How does the Spring Festival Gala crew work?" 》

4. Labeling

Take advantage of the users' herd mentality, label users, create joint groups or worship groups, and attract users with the same attributes to read and share articles. For example, "How do girls in their 20s wear bright red?" 》Classifies users based on the title and attracts girls in their 20s to read this article.

5. Take advantage of the hot spots

The topic can be based on hot topics, and the title can also be based on hot topics. After all, hot spots can attract users' attention in a short period of time and have wide dissemination and attention. The basic method of riding on hot topics is to use similar elements, or to have a dialogue with hot copy , or to do the opposite, to connect with your own graphic and text content, and use it to present it to users, so as to attract users. For example, "I played Jump Jump during work hours and got promoted" is an article that combines the mini-program game "Jump Jump", one of the recent hot topics, with promotion and salary increase, which most users of recruitment websites are concerned about.

When to push

After we have determined the topic and title, when should we release it to achieve the maximum effect? This is also a question worth thinking about. Generally speaking, there are three main time points for delivering picture and text push, namely 9-10 a.m., 15-16 p.m., and 20-23 p.m.

Between 9 and 10 in the morning, users prefer to read information articles. This is their learning time, and articles that can help users find solutions are more popular. For example, articles like "A list will help you understand the essence of finance" are suitable for morning push.

Between 3 and 4 p.m., most users have come to the end of their workday. At this time, relaxing and entertaining content will have a better push effect. For example, "【Cold Rabbit Fun】The Worst Online Romance Collection of 2017, an epic disaster movie hahahahaha! ! 》.

Between 8pm and 11pm, users are in a state of rest both physically and mentally. Pushing serious articles may cause users to be disgusted. Therefore, it is more suitable to push highly emotional and sentimental content. For example, "Welcome Spring from the Coldest Days" takes the emotional approach to resonate with users.

Of course, it is common to know what time is suitable for pushing what type of articles. It is best to do push tests at different time points to see when the reading conversion rate is highest and find the delivery time that suits you.

In short, it is not difficult to write a good new media article. After determining the topic, a good title, and the right time to publish, coupled with the editor's personal writing style, I think there is always a chance to create a screen-sweeping article!

This article was compiled and published by @岑小晶 (Qinggua Media). Please indicate the author information and source when reprinting!

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