Why is the reading volume of content posted on Weibo and WeChat so low? Not even any interaction?I believe that many Weibo and WeChat operators will have similar feelings. I worked hard to write a few Weibo and WeChat posts, and attached pictures that I thought were good, thinking that I would be able to gain fans' attention, but in the end, I was left with only my own likes using a small account.Regret, this kind of depressed feeling is not pleasant.A big reason is that your content deviates from the user's status needs.In fact, as long as you create content according to the psychological needs of users, you can still get some unexpected gains. I remember a big name in self-media once shared something like this: Internet users are selfish and like to pay attention to information related to themselves, so the content of social networks can be organized from the following aspects. The first is information that is popular to hear and hear, such as gossip, humor, and embarrassment. In short, it is information that is worse off than "me". The second is information that people can relate to, such as zodiac signs and emotional chicken soup. The third is information that is useful to me, such as cheats, strategies, tips, etc. The fourth is that there are rewards for forwarding. Most people are selfish and are eager for small profits. What if they win?Why do netizens or fans like to pay attention to this information? This is related to the user's status.In the social networking environment, in the era of information explosion, netizens are faced with thousands of pieces of information every moment, and the only ones that can gain users' favor are those that can be directly linked to the user's status or satisfy the status.Everyone has the need to be respected, which can be said to be social recognition, so as to experience the usefulness and value of life. For this reason, it has become very common in online social networking to use various statuses to gain recognition (sense of presence). Ultimately, netizens will pay attention to and even share information that can satisfy their own status (sense of existence).Based on such social needs, it is easy to conclude which types of content they like to pay attention to and interact with the most.First: Content that shapes your personal imageWhether your information is helpful to the personal image of netizens. In social situations where the Internet is not well developed, people often dress up and behave politely to gain praise and recognition. However, in online social networking, personal image is more important.Internet users like to dress up their personal homepages, improve their information, and express different personalities. The previous QQ memberships and space widgets were created to satisfy the need to express one's image, and they still exist today. In the fragmented social networks of Weibo and WeChat, the information written by operators plays a more important role.In online social networking, many platforms use label identities to highlight the user's image. Users like to pay attention to and forward information related to their own interests and hobbies, which can better show their current status.For example, if you want to express your love for reading, you can often forward information about reading. If you like traveling, you can often post photos of your travels. If you like music, you can often forward songs. To express that you are ambitious, you can forward content about learning skills, etc. Most netizens use these behaviors to shape the image they want to create.Second: Maintain and enhance relationships with othersInternet users actively like messages sent by friends and share some content with specific friends. These behaviors are all in the hope of maintaining and enhancing relationships with the target group (from "Social Dividend").For example, if they see discount information on an e-commerce platform, or good things like grabbing red envelopes, they will forward it to their friends group or their own Weibo without hesitation to inform more people.In social situations, most people like to help others and get happiness from it, because helping others can provide people with a sense of "self-worth" and make themselves feel "needed." Helping others is also a desire to maintain and enhance relationships with other people. (Excerpt from Li Jiaoshou’s official account)If you see some valuable information, you will forward it or share it with others, and this information will be forwarded and shared by others, thereby helping others to live a life with a sense of self-worth. For example, various benefits on Weibo, WeChat or APP,Contents include "How to Build a Personal Brand Image", "Top Ten Photography Techniques to Change Your Visit", and "Top Ten Places Worth Visiting for Literary Youth in 2016".You can also see various inspirational stories shared, which are things they think are valuable and need to be shared.Third: Express your demands and wishesIn online social networking, everyone has the right to express themselves, and everyone is eager to express themselves to show themselves, influence others, and gain a certain degree of social recognition. Users have a lot of fragmented time, and they browse or share information by browsing Weibo and Moments. Your information can also help them express their ideas and say what they want to say, so they will automatically share and spread your information.Therefore, Weibo and WeChat Moments will see content such as "If possible, I would rather not have a WeChat public account ", "In the workplace, efforts without vision are useless", "Research shows that many people get sick because they don't have love", "Chasing stars is a trivial matter, as long as you are happy", and hot topics such as #It mainly depends on your temperament#Due to the fast-food nature of the Internet, netizens are lazy and particularly hope to have some content that they can use directly without having to organize it themselves, so as to facilitate the expression of their own ideas. In the advertising industry, there are countless advertisements that express demands and wishes, most of which are from sports brands such as Nike and Adidas, which are used to win the personal identification of target users.Momo's advertisementFourth: Fresh and interesting contentNo matter where you socialize, chatting is indispensable, including interactions on Weibo and Moments. The most embarrassing situation when chatting is that you don’t know what to talk about. You can’t just talk about “Have you eaten?” or “The weather is so nice.”What if we chat about useful, interesting and fresh information?I also similarly summarized the following points:1. Industry Stars:Fang Zhouzi mocks laid-off workersThe change of love values from the announcement of Feng Shaofeng and Lin Yun’s relationshipA beauty that appears once every three thousand years2. Hot News:Learn Apple Pay in one minuteYou really don’t need 0.1%, just use these two methods to withdraw WeChat changeTen romantic tips for Valentine's Day3. Curiosity comparisonTo sum it up in one sentence: This is the best way to play (what). Arouse curiosity, arouse suspicion, and satisfy the desire to understandWhere is the most beautiful place in China in March?Who is the most beautiful girl you have ever seen?Which teacher had this skill when you were in school?Fifth: Activities with prizesEveryone has the selfish desire to gain small gains, and interests are also an eternal topic in society. People's pursuit of interests can be divided into spiritual interests and material interests. Labels, likes, fame, and identity are spiritual benefits, while gifts, discounts, physical objects, membership rights, etc. can be classified as material rewards.From the operator's perspective, having good products and content but no reason for people to pay attention to them is like having a good bottle of wine in a deep alley or a coffee shop in a remote corner. Prize-giving activities can connect users with your content and create a connection. If your content continues to be useful to them, they will identify with you and stay.Xiaomi’s official Weibo account held several prize-giving events in mid-January, as well as various F codes. If a big event happens, there will be various warm-up activities and various mobile phones will be given away.Meizu, another popular domestic mobile phone, is even more cunning. There were no less than ten activities in one month, which caused netizens to fight over the comments and forwarding areas. You can go to the official Weibo of Meizu Technology to experience it yourself.Of course, we are not rich, so we have to consider the timing when organizing activities. The best one is the one that suits us best. There are many senior operations veterans online who have shared their experiences on how to conduct specific activities. You can search for them and learn from them. Here we will talk about the content and less about the activities.Internet = connection + values + contentPony Ma once said that the Internet is connection + content. The content mentioned here is equivalent to the content mentioned in this article on a certain level. The connection mentioned by Pony Ma refers more to the internet. The connection in this article refers to the channel for content dissemination. Nowadays, most netizens pursue values that are similar to or that they like. In the era of open and free Internet, it is difficult for the operators of social media to narrow the distance with users if there is no personality customization.For a piece of content to attract attention, multiple conditions are required: good content (mentioned above) + dissemination channels + certain individual values.In fact, this is more of a reference to the demands of the community economy (Professor Wu Xiaobo optimized Pony Ma's Internet formula from the perspective of community).How does a movie become popular? In addition to a variety of text, picture, and video content, there are also numerous publicity channels, including offline subways, theaters, press conferences, roadshows, online opinion leaders, self-media accounts, media websites, and various controversial topics, all of which are rapidly spreading to users' social media. Stephen Chow's "The Mermaid", Dapeng's "The Pancake Man", Han Han's "Ordinary Road", and the recently extremely dirty and popular online drama "The Princess Weiyoung" were all able to explode in the social circle after the participation of various big accounts and media. Whether it is the products or services we operate, most of them are marketed in this way. It's just that there are more forms and the time is faster.Any content will more or less carry the author's emotions, or more broadly speaking, values. Either it is expressed through different language forms, or it is revealed from the content. Once the content gains the user's attention, if it expresses something that reinforces or recognizes certain values of the user, it will attract the user and make him stay, generating continuous interaction. On the contrary, if you are just a robot, copying some information, lifeless and without any stance, even if the user is attracted to you once, he will soon abandon you.If you’re consistently producing a lot of content on social media but it’s not generating enough traffic, you should start to examine your approach. Otherwise, your content will just be quietly lost in the flood of information.Therefore, having good content does not necessarily produce a good attention effect. It is the accumulation of content and channels that drives the attention of content.To write social content, you need to practice a lot and find out the patterns. With time, you will also be able to write content that attracts users' attention.
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