After continuously publishing 100,000+ popular articles, he summed up these 3 experiences... (very practical)

Introduction

How can social products acquire seed users in the startup phase with no money, no resources, and nothing else? Xu Jianjun, the founder of "Start Crowdfunding", gave his answer.

Before the website and App were launched, "Start Crowdfunding" had already received hundreds of millions of exposures and clicks across the entire network. "Start Crowdfunding" started from the WeChat public account "Let's Get Started". By crowdfunding one article at a time, it has created many well-known articles with millions of readers and accumulated seed users .

“Let’s get started.”

The official WeChat account of “Start Crowdfunding”, “Let’s Get Started”, was officially launched in December 2014. I come from the media background and I am very confident in creating content. I think the most important and effective way is to acquire seed users by creating explosive content.

It turns out to be very useful. An article with over 1 million views will bring us about 15,000 fans. Our most popular article had over 6 million views, and it brought in 60,000 new fans. From the perspective of content creation, "Let's Get Started" does have some experiences that can be shared with everyone.

Where does 100,000+ come from?

Ultimate lifestyle + values ​​+ emotions = 100,000+

I divide the articles in WeChat public accounts into three levels.

The lowest level is "please forward it to me, my friend". Your friend will forward it to me, but the chain of communication only ends with your friend. 80% to 90% of the articles in the circle of friends are at this level.

The second level is articles with life tags. Forwarding means that you put a label on yourself, and it can also be spread to second- and third-tier cities.

I think the third level of articles are about "ultimate lifestyle and experience". This is also the article level that "Let's Get Started" focuses on.

Let’s Get Started first published a story about a 17-year-old young man saving the ocean, which eventually received five million reads. Another article, about an Asian barber in New York who cuts hair for the poor, eventually received nearly 4.5 million views.

What did we do? We just sorted out the context of the matter, and then packaged it through storytelling, using details throughout the main line.

A New York hairstylist who cuts hair for the homeless is interviewed by the Huffington Post

Earlier I mentioned the description of the classification of WeChat articles. The highest level of articles is to create an ultimate life experience. In fact, there is another level above this that I didn’t mention. Once an article reaches this level, it has the potential to become a hit article on the entire Internet - that is, "values."

The article "New York celebrities spend a lot of money to find this guy with tattooed arms, but he only likes to give homeless people surprises" has this magical nature. This article was not first released on the entire network by "Let's Start". The earliest article on WeChat that talked about this matter had about 20,000 views.

After we saw this article, we quickly went over the Internet to contact the original author and obtained authorization for the images. Then, we reorganized it according to the storytelling logic of "Let's Get Started", and finally presented it to you now. What we are conveying is a simple value - "Everyone is beautiful."

This article attracted 40 or 50 public accounts to actively request to reprint it, and the number of readers of these reprinting accounts reached 100,000+. Even the number of reposts by People's Daily reached 100,000+.

The highest level of WeChat articles is to convey values. How are these values ​​expressed? It's not loneliness, it's emotion.

The value foundation of WeChat articles needs to be expressed through emotions

For example, we did an article about a tiny house by the West Lake, titled "The smallest tiny house by the West Lake was renovated in just one month, making the single mother living there smile for the first time in 12 years."

The article tells the story of a mother and her two sons, who lived in a 24-square-meter cottage by the West Lake. The eldest son couldn't stand it anymore and ran away from home. A TV show decided to help them remodel their house so that each family member had their own separate space. After seeing this, the eldest son went home immediately, and his mother cried in front of the TV.

After telling this story, we added this sentence at the end of the article: "Home doesn't need to be a big place, but there must be someone waiting for you to come back." This is the most basic and simple emotion of human beings, and it is also something that every article in our "Let's Get Started" must have.

Start with values, end with emotions, and add an extreme lifestyle in the middle. This is the logic behind my article.

For all articles published by “Let’s Get Started”, the first two sentences of the text must talk about values, either praise or criticism. Next, we use more pictures and less text to present our values. You must express your emotions at the end of the article, it can be lonely, happy, interesting, boring... Why do we put “emotion” in the last paragraph? In fact, it is meant to touch people's hearts and be forwarded by others.

Retweeting is the most important indicator to measure the communication power of WeChat public accounts. Just turning it on only means that the traffic is good and the user activity is not bad. However, the action of forwarding to your circle of friends can attract new fans and continuously bring new users to your official account.

Give users multiple-choice questions instead of essays

It is not easy to create a successful WeChat public account. The operator must set a standard for his or her own content. For example, in order to increase the number of forwardings, you need to design 3-4 emotional points in an article so that users feel there is something worth forwarding.

After users forward the post, you also need to observe whether they will actively add comments. Most of the articles that you ask your friends to forward will not have any comments. However, an article with 100,000+ views can still trigger user comments when forwarded. Therefore, standardized content design is very important for the dissemination of articles.

Compared to opens, forwarding is the most important indicator of social media

As an operator, you should not leave the task of "extracting emotional points" to users, as many people do not have the ability to do so.

You should take the initiative to help users find these emotional points, and convey the message "this is a good article" to users in every corner of the article. You should let different people read what they want in the same article. Only in this way can you have high-quality reposts and comments.

In an article, you must design several points for him to choose from, so that he can directly copy and paste it into the comments and send it out. This is the best result.

When operating articles of the tag and team types, we also need to pay attention to details such as titles and stories. The news about Dou Wei taking the subway received about one to two million views on Thumb Reading just with the title "If Dou Wei is not decent, then who is decent?"

What this title does is "labeling": those who forward it mean that I agree with him; those who don't forward it are two different types of people from me.

The content of that article was just a brief explanation of Maslow's hierarchy of needs, which wasn't very good. But such a title directly throws users a multiple-choice question: agree or disagree? This resulted in a huge amount of reposts. Many people chose to forward the message to express their support for Dou Wei, which shows that a seemingly niche lifestyle can gain public recognition.

Grasping the user's willingness to stand in line can gain a lot of reading

Abandon long articles, just long pictures and texts

I personally don’t recommend writing long articles on WeChat.

"Let's Get Started" mainly focuses on long pictures and texts. Our principle is: use pictures as the main thread of the article. Do not publish articles with less than 15 pictures because the number of reposts will definitely not be high.

We want to turn reading an article into reading a movie clip, with all the emotional twists and turns.

The best ratio we have experimented with is 30 to 40 images per article. Below this amount, the emotional change cannot be completed. Of course, video can also achieve this goal. For the same topic, one short video is enough, and no other content is needed.

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This article was written by @Fengrui Capital and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!