How to make the article more widely spread? This trick is enough to keep you entertained for a year!

In the circle of friends , we often see some articles like:

Why do we have to live in someone else's world? 》
"10 qualities that a successful mother possesses that most people don't know"
"Wu Jing, I respect you as a man!" 》
Who are we? Party A! 》
"I talked to my boss about quitting, but he talked to me about feelings"
To the Bitch: Why Should I Help You?
"Opportunities come to those who are prepared"
"Bosses like this kind of employees the most"
…

Everyone can think back and see whether similar articles often appear in your circle of friends, and they have a good readership and are easy to resonate with and be forwarded.

Why do we easily click on this type of article and forward it after reading it?

Before talking about this issue, let’s first talk about this question: Why should users share your content?

This is actually the same as what we say about marketing and advertising: give users a reason to buy.

If you want users to share, you also need to give them a reason to share. In fact, everyone likes to share. How many people have you seen who can keep a secret? But people are all profit-seeking, there is no reason for anyone to share!

As for benefits, in addition to material rewards, there is also a concept called "self-completion".

Self-completion means that this content is basically consistent with our views, cognition, attitudes, pursuits, etc., is recognized and accepted by us, and helps us strengthen and improve our inherent image and values.

Being able to help users complete their own tasks is a benefit of sharing.

We often say that in social media, forwarding, sharing, and spreading are generally due to:

● Share valuable or entertaining content with others (help others, entertain others)

● Show self-image (tell others who you are, or strengthen this image)

● Maintain relationships (sharing and forwarding can help you maintain good relationships with others)

● Subversive and counterintuitive content (easy to become a topic of conversation and consolidate the image)

● Express your opinions by sharing to better express your opinions on people/things/objects)

● Participate in comparison (to demonstrate superiority, enjoyment, or satisfy vanity)

Obviously, these are all a form of "self-completion" for oneself.

So, back to the examples mentioned at the beginning, will you find that the articles cited have one thing in common:

It means that it can help some people express their opinions or ideas and say what they want to say.

This is a huge demand point and it has a very large market, which may not be consumed in a lifetime.

Because expressing ideas happens every day in our daily lives, work, and social processes, and it never stops, almost everyone desires to influence others by expressing their ideas.

However, many ideas and opinions are often not expressed due to limited knowledge, lack of strong expressive skills, limited persuasive ability, or inconvenience in speaking directly... etc.

The more this happens, the more we want to express our ideas, to convince others, and to prove that we are right.

Well, at this time, if your content can help them express their thoughts and say what they want to say in their hearts, and you say it very well, it will resonate with them.

Then they will automatically share your content because they also want to express themselves. (It actually proves that your point of view is correct)

For example, in the boss’ circle of friends, he would share “How to be a good employee, opportunities are reserved for those who are prepared!” ”, because it expressed his thoughts and he didn’t have to write it himself, he could just forward it and his employees would see it.

And employees’ circle of friends will share "Research shows: Excessive overtime is harmful to work efficiency!" ”, because this also expressed the employee’s thoughts. He has been unhappy for a long time, so of course he forwarded it. (At most, you can set the boss invisible)

Let me give you another example.

The day before yesterday, Socialmarketing (ID: social_marketing) published an article titled "Who are we?" Party A! 》It has blown me away.

Its content is very simple, roughly like this: a picture that most harshly criticizes Party A is widely circulated in the advertising circle, and then self-deprecation in various positions also began.

This article is a typical example of using humorous self-deprecating methods to help express what is in the hearts of many people, and it is very suitable for the expression method of today's young groups.

Moreover, the blogger is "quite scheming" and specifically uses the article to make fun of himself from the perspectives of several types of people, including copywriters , PR, planners, AE, real estate advertising, bosses, client finance, and new media operations .

This will further expand the group of people who "help express themselves", and naturally more people will forward and share it.

Let’s continue with an example:

This is Kava Weika's "What kind of person is worthy of your kindness? ”, this article expresses the view on “what kind of people should be good to”.

It is well written and most people will agree after reading it: Yes, that's right, people like this deserve to be treated well.

So they will post on their Moments to express this point of view: This is the kind of person I am, and I will be nice to people like this.

Another example is an article on LinkedIn titled "Does a successful woman have to be like a man?" 》

Obviously, this article is aimed at the majority of female compatriots. "Women must be like men?" This is a good point of view, and I think most women do not agree with it.

It just so happens that this article helps them express their thoughts and speaks out what many women want to say in their hearts.

So many women see this article and, regardless of whether they succeed or not, forward it to express their ideas and prove that they are right.

Therefore, we will find that no matter whether it is the forum blog era, the Tieba era, the Weibo era, or the current all-media era headed by WeChat , articles that help user groups "speak out" have always been popular.

In addition, articles help others express their ideas, which actually has an additional benefit for dissemination and diffusion: controversy.

Since it is an expression of opinion, there will basically be two sides, positive and negative. If many people agree with your opinion, there will inevitably be another group of people who oppose your opinion. This is normal. It is impossible for the ideas you express to satisfy everyone.

At this point, the article is likely to become controversial.

Controversy is another highlight of the article's dissemination and spread, which once again helps the content ferment because everyone will forward it to find their own camp! The representative example of this is definitely Mimi Meng ’s "To the Bitch".

At that time, "To the Bitch" came out of nowhere and became popular in the circle of friends overnight. Countless people used Mimi Meng's content to pay tribute to various bitches, and this article basically became her representative work.

"To the Bitch" is a typical article expressing opinions. It expresses the thoughts of countless people and says what countless people want to say in their hearts, and it is very satisfying.

So when a lot of people saw it, they felt like after all these years, someone finally understood them, and they were filled with gratitude and forwarded it everywhere.

There are also many readers who scoff at this article and they are arguing endlessly with each other. At the same time, the participation of major media, self-media and even newspapers has allowed this debate to spread infinitely.

It can be said that half of the success of this article comes from the topic debate.

In short, each of us wants to express our own opinions, to convince others, and to prove that we are right, but for various reasons, we often cannot say these words.

So if you can speak out and help them "complete themselves", it will undoubtedly help the article get more spread.

So, when facing your users, you have to keep asking yourself, what do they really want to express? Especially those that cannot be expressed. Does your content help them say what they really want to say?

I believe this trick is enough for a year.