Why is it that the articles you write are very valuable but no one reposts them?
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Take “Cool Play Lab”, an article with over 100,000 views per article, as an example: WeChat articles with strong emotional experience, high value and low understanding cost are most likely to become popular. Three elements of WeChat popular articles: emotional experience, value, and understanding cost There is a big difference between articles on WeChat and articles on Baidu: we search on Baidu with a purpose, but on WeChat we just “come across” good articles by chance. To sum up, there are three elements that make popular articles widely circulated on WeChat: "Emotional experience", "value", "understanding cost" Among these three elements, the most critical one is emotional experience . WeChat articles with strong emotional experience, high value and low understanding cost are most likely to become popular. After the above three elements are arranged and combined through the following table, the articles on WeChat are divided into 8 types, see this table for details: Combination matrix of the three elements of popular articles A detailed interpretation of the "three elements" of WeChat popular articles 1 Regarding the elements of emotional experience, ancient humans have a history of 4 million years, modern Homo sapiens has a history of 200,000 years, our documented writing has a history of about 6,000 years, and we have only entered the modern technological society for 500 years. We humans are essentially emotional animals. Fundamentally, our animal nature far outweighs our human nature, or in other words, the emotional side far outweighs the rational side. The most important thing about WeChat articles is strong emotional experience, followed by high value, and finally low understanding cost. As for the characters and the stories, they serve to achieve these goals. This is the real logic behind the popular articles of Cool Play Lab hosted by Sister Dandan. It should be noted that this emotion is richer than ordinary joy, anger, sorrow, and happiness, and it is necessary to build an emotional circuit. Characteristics of emotional circuits: They have appeared in your mind thousands of times, and even formed a circuit reflex. Once stimulated by such elements, you will be emotional and emotional things will come out. There are many ways to stimulate emotions, and focusing on "characters" is one of the most effective ways. For more routines, see "45 Classic Character Archetypes", "Plots and Characters", and "20 Classic Plots". See the recommended books at the end of this article. Whether it is the characters, the plot, or the rhythm, there are many classic "loops" that can promote the generation of emotions. For example, the plot of revenge is ubiquitous in ancient and modern times, both at home and abroad, such as Shakespeare's "The Revenge of Prince William", and China's tried-and-tested plot: the talented man falls in love with the beautiful woman, but the beautiful woman still chooses her best way out: marrying a rich man or going abroad in the context of the 21st century. Many years later, the talented man finally succeeds and becomes rich or successful. If he meets his former beauty again and is not happy with her, this "revenge mentality" will bring him great pleasure. Emotions are contagious. Negative emotions are especially contagious quickly, but positive emotions are also contagious relatively quickly. The stronger the emotion, the faster it spreads. Why in the WeChat era, many losers have made a comeback? Once her articles are emotional, they can be easily spread at low cost (note that this emotion is richer than ordinary joy, anger, sorrow and happiness). Of course, if emotion alone is present but the other two elements are missing, it can only be circulated within a certain range of audiences. High emotional experience, low value, and high understanding cost, such as detective novels. 2 There is no need to elaborate on the value factors. The default condition for a popular article is that the content is good and valuable to readers. A broken stone can never become a diamond no matter how you package it. However, in this vast world, it is impossible for every article to be a masterpiece. Some WeChat articles that meet the requirements of "high emotional experience, low value, and low understanding cost": such as jokes, anecdotes, and ***, can also be widely circulated on a large scale, which shows the important role of strong emotional experience and low understanding cost. What is the core function of WeChat titles ? In fact, it is to prove the "readable value" of this WeChat article. Many times we can judge whether it is worth clicking in and spending time reading just by looking at the title. Therefore, it is crucial to choose a good title for WeChat. But we should also pay attention to another phenomenon. Some WeChat posts will not have this effect just by looking at the name, such as " Luo Yixiao , Stop Right There" or "Under the Dome", but you still click in to read them without hesitation. Why is this? Because they are flooding the screen, you see a friend in your circle of friends forwarding it, and you don’t pay much attention to it. Then you see the second one, the third one... more and more people are forwarding it, and you become curious, why so many people are forwarding it? Just click in and take a look. After the reading experience, you will also share it. So the title is not the only proof of WeChat’s “readability value”. There are at least two other ways to do this. One is to forward the message intensively and concentratedly in a group of people to increase the frequency of exposure of this WeChat message in a group of people (remember, frequency and density are two key variables in today's marketing , you can refer to "Light Marketing" for this point), thereby creating a screen-sweeping effect. This intensive forwarding endorses the readability value of this WeChat post. Another way is to ask celebrities to forward it, which can also prove the readability of WeChat. China Cornerstone e-Insight " Nokia : You thought it was dead, but in fact it has returned to the second place in the world." To be honest, Nokia has a fan group (such as Mr. Tang Wen). What are the characteristics of this group? They are old mobile phone users, and many of them have more than ten years of experience in using mobile phones. Therefore, this group of people has a relatively high acceptance of mobile Internet , and there is a high density of them on WeChat. This WeChat message from China Cornerstone e-Insight is itself creating a contrast. I think everyone is impressed by the bleak tragedy that once changed the historical stage of Nokia: We did nothing wrong, so why were we eliminated? This is also a popular article. Now there is a contrast: Nokia not only did not withdraw from the stage, but also became the world's second. This dramatic effect is an emotionally powerful experience in itself. Coupled with omni -channel push such as Toutiao , a contrast explosion point and high user density, it is easy to create a screen-sweeping effect. 3 About understanding cost factors Understanding cost is a key factor that is often overlooked, but in WeChat, this factor is becoming more and more important. WeChat articles with strong emotional experience, high value and low understanding cost are most likely to become popular and can penetrate their own circles and spread further and wider. In the context of WeChat reading, understanding cost is becoming increasingly important. An example of understanding the cost: For example, "Currency Wars" is easier to understand than any financial textbook. For example, "Things about the Ming Dynasty" can be read by anyone with elementary school education, and you can know the whole story by comparing it with any book on the history of the Ming Dynasty. WeChat articles with weak emotional experience, high value, and high understanding cost can only be suitable for specific groups with urgent needs. For example, some articles discussing about organization, management, cutting-edge technology, and artificial intelligence in Shuxiangjie are of high value, but the understanding cost is also very high, and the emotional experience is also weak, so they can only be circulated in a small circle. Why do articles written by top experts in many fields often not have good readership numbers? It’s because we all write about “weak emotional experience, high value, and high understanding cost.” The characteristic of short stories is that they reduce the cost of understanding. A big story requires readers to remember many characters (especially difficult to remember names, places, official titles, etc.), many clues, and many plots in order to understand the ins and outs of the story. This consumes a lot of brain power and the cost of understanding is too high. This is not the case with short stories. They are easy to understand, and especially when the emotional experience is strong and the value is high, they are easier to spread (this is why jokes are popular). The big story must be broken down into smaller stories. You will find that stories with low comprehension cost have a characteristic that you can read them even when you are tired, such as Ghost Blows Out the Light, Grave Robbers' Chronicles, etc. You don't need to read word by word or read ten lines at a glance. You can grasp the main points, quickly get the emotional experience, and also feel the horror. Reading materials with high comprehension costs are just the opposite. You have to read them word by word. If you miss a word, you may not be able to understand the meaning of the entire article. They are only suitable for professional scenarios, such as work situations and paper writing situations. (Deng’s note: Luo Pang’s Dedao app advocates voice accompaniment, and each point of view comes with two small stories and small cases to reduce the cost of understanding) This can be illustrated by an example: for example, if you are faced with a vicious dog, standing in front of you, hunching its body and growling, you will quickly feel fear without having to see clearly what its teeth or ears look like. The cost of understanding is very low, emotions arise instantly without the need to understand too many details. But if you are a biologist or a businessman who is going to buy a dog and want to evaluate its value, you will need to observe a lot of details and sort out the relationships between these details. This is time-consuming and brain-intensive, and the cost of understanding is high. The cost of human understanding of emotions or feelings is the lowest. A baby cannot understand the meaning of what his mother says to him, but he can easily understand the emotions behind these words. Taking the large-scale "Cool Play Lab" as an example to interpret the "three elements" of popular articles 0 Three key points of the Cool Play Lab article In order to further interpret the typical style of Cool Play Lab , we take the "Cool Play Lab" run by the post-90s girl Dandan as an example to interpret the three elements of popular articles: emotional experience, value, and understanding cost. The public account "Cool Play Lab" managed by Dandan Jie, a girl born in the 1990s, has almost every article with over 100,000 views. If 1-2 articles have over 100,000 views, it may be luck, but if every article has over 100,000 views, it means that they have mastered the rules and have strength. We found that Cool Play Lab fully meets the three elements of a hit article mentioned above, and the three characteristics presented in Cool Play Lab are: "characters", "short stories", and "emotions". There are three key features in the selection of materials for the Cool Play Lab official account: First point: Characters - focus on the characters. Second point: Short stories - organize many short stories about the characters. Third point: Emotions - dig up a lot of little-known facts about the characters, and capture the changes in the relationships between the characters to stimulate strong emotions. The following is a detailed interpretation: 1 How does Cool Play Lab view characters? Almost every article in Cool Play Lab focuses on characters as a narrative style, and the characters must be genius-level XX tyrants: Or they are the top students (most of them) - we all admire the top students around us, and feel curious, jealous, and hate them. Emotional response. For example, Luo Yixiao became famous: emotional circuit - even without any experience, one can still stimulate one's emotions. Articles that target emotional circuits tend to go viral. Children can also trigger emotional circuits. Remember, you must evoke an emotional circuit. It doesn't have to be a positive word or a central word. Tables, chairs, computers, etc. cannot trigger emotional circuits. IPads , iPhones, top students, and unexpected worries about children can trigger emotional circuits. Either an academic master... or a business master... In short, he must be an xx master... What we learned from CoolPlay Lab when selecting characters for WeChat articles: Choose characters, and the characters should be associated with the following keywords : academic master, father and daughter, goddess, love guru, mother and son,... When we hear these words, we have already thought about them millions of times in our minds. For example, "goddess" has brought many different feelings to many of us since kindergarten, and can build emotional circuits: admiration, desire, coldness, pain, and despair. . . . . . Don’t write about emotionless things like tables and chairs. The “time travel” angle can also stimulate emotional circuits, but it is not as strong as characters. You must start with the characters. 2 How does CoolPlay Lab view short stories? It doesn't just talk about a single point about a character, but tells many small stories about the character, condensing all the small stories of several years or even decades into one article. But it is not a diary. Instead, it is divided into small segments, each of which tells one story, and the whole article is made up of multiple stories. You can’t write a long article. You must close a short story within 20-30 lines and move on to the next short story. This is the characteristic of WeChat fragmented reading. We selected short stories for WeChat articles and learned from Cool Play Lab: Write many short stories about the characters, each short story is a chapter, can you arouse the readers' emotions? 3 How does Cool Play Lab view emotions and stimulate strong emotions: This is a genius, which is beyond the reach of ordinary people. ——Sympathy, envy, jealousy, hatred are all fine, but it must be a strong emotion Create contrast: Human nature also has a warm side. For example, after a Nobel Prize winner gets off work, his wife asks him to cook, and he does it obediently. This contrast can stimulate your emotions. The most powerful thing about Sister Dandan’s articles is that they constantly stimulate your emotions. The most widely circulated articles on WeChat are those that can inspire emotions. What we learned from Cool Play Lab about building emotions in WeChat articles: Focus on digging out the little-known knowledge of the top students (that is, the places that common sense does not cover, such as the origin of Marie Curie's nickname), unknown background, etc. (Deng's note: Luo Zhenyu also emphasized this principle: to attract the other party, you have to throw out a piece of knowledge that the other party does not know from time to time) 4 Cool Play Lab combines the above elements In order to write an article that meets the above three characteristics, the Cool Play Lab team needs to do a lot of work: First choose the material: which character to talk about. How many stories does this character have and whether he can inspire strong emotions - this is the core of the narrative behind it. Centered short sentences, funny illustrations, emoticons , are just forms of expression, just to strengthen the emotions. In the formal narrative style, adding emoticons is like there must be laughter in the audience when listening to crosstalk, there must be people crying at the Super Girl performance, and the audience's emotions must be shown; adding emoticons is to push the emotions to a climax, funny or otherwise, they are all to guide the readers' emotions. Guo Degang’s crosstalk is widely spread on the Internet. Why? Because his crosstalk involves a lot of interaction with the audience, applause, booing... Many people don't understand this and just perform crosstalk in a dry and self-centered manner. 5 What should we learn from Cool Play Lab ? After "decompiling" Cool Play Lab, we quickly applied it to Yibao Charity Circle. At that time, Yibao Charity Circle launched a product called "Birthday Donation", calling on everyone to encourage their friends to donate the money for buying birthday gifts to charity organizations on their birthdays. We opened another public account called “Birthday Donation” to promote birthday donations, and wrote a story every day, using the principle of “decompiling” the Cool Play Lab. As a result, just 9 days after the birthday donation account was launched and it had only 81 followers, a popular article with a reading rate of 5667% appeared (you read that right, 5667%, this reading rate is more than 1,000 times the average reading rate of ordinary WeChat) as shown in the figure below. The hottest article after the decompilation principle of the Yibao charity circle birthday donation application Cool Play Lab What we should learn from Cool Play Lab: Look up a lot of little-known facts about the character - contrasting knowledge, the relationship between the character and others (when emotions are most likely to come out is at the node of "relationship with others", which is why celebrities hype up scandals and have relationships with third parties. Emotions erupt in relationships with others. For example, why is the Wang Baoqiang incident so popular? If Wang Baoqiang had played a solo, it wouldn't have been so popular. The key is because of his relationship with Ma Rong and Song Zhe. In this triangle relationship, vanity, betrayal, loser counterattacks, and third parties intervene. What's more important is that Wang Baoqiang's relationship with Ma Rong has changed, his relationship with Song Zhe has changed, and the relationship between Ma Rong and Song Zhe has also changed, pushing out all kinds of emotions) When writing articles, Sister Dandan pays great attention to the relationships between characters and mobilizes a lot of emotions. For example, a Nobel Prize winner goes home to cook, and an Indian mathematical genius is rejected many times but finally chosen by a wise man. These are all ways to evoke emotions in the relationships between the characters. It triggers your thoughts at this moment: sympathy, despair... It is not a straightforward narrative, but it specifically captures the changes in relationships between people, which is when emotional fluctuations are most likely to be triggered. The strongest emotions are when change happens. No matter you are heartbroken or you catch up with the one you love; no matter you lose a loved one or you gain a child. Who are the top students related to? With the goddess, with Bole (the person who appreciates him)... When choosing a story, it is important to choose one in which the relationship changes. The most emotional moments in a person’s life: breaking up, finding a boyfriend, getting married, having children, being cheated, losing a loved one, etc., are all signs of changes in relationships. People have a cold perception of top students, and when they hope to find strong emotions from them, strong emotional changes will occur between the top students and the people around them. The most powerful skill of Sister Dandan from the Cool Play Lab is: accurately grasping the moment when a relationship changes! Throughout this article, we must play the "emotion" card to the extreme. The strongest emotions come out when the relationships between characters change dramatically. Find these elements and organize our article. Whether you can write good WeChat articles or not, it is very important to be an emotional expert. By using other characters as contrast, the character's characteristics are made particularly full. There is always something that can defeat something else. The latter one is more powerful than the former one. For example, the characters in The Legend of the Condor Heroes are chained together, and in the end, the silly Guo Jing appears and defeats the chain in front of him, highlighting the awesomeness and fully presenting the story of the loser's counterattack. The appearances of characters and their relationships were all specially arranged. In addition, showing "extreme" is also a good way to stimulate emotions: when a person achieves extreme in certain aspects, it will also stimulate our emotions (Deng's note: craftsmanship is such an emotion). Caring about world record holders can also use this element. summary This is the logic behind the popular WeChat articles we have discovered so far. To sum up in one sentence: WeChat articles with strong emotional experience, high value and low understanding cost are most likely to become popular. One thing is very clear: our cognition is limited. We hope that friends who are interested in participating in the discussion of this topic will add our personal WeChat and work together to explore the logic behind the popular WeChat articles. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @唐文、邓斌 (Qinggua Media) by the authors @唐文、邓斌. Please indicate the author information and source when reprinting! Site Map |
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