Do these three things well and it will be easy for users to forward your articles!
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Why would an article go viral? The most important prerequisite is: you must have a wonderful article (content). This step cannot be omitted or replaced. You must firmly believe that good content is always valuable. What else? The New Media Communication Research Institute of Qingdao University of Technology launched a survey and research, jointly collected data with "Wenzhou.com", and matched samples with reference to the user characteristics in Tencent's "2016 WeChat User Data Report ", focusing on the communication behavior of 1,500 valid samples using WeChat and forwarding to Moments . Finally, we discovered seven in-depth factors that influence forwarding: emotion, strong and weak relationships, guiding rhetoric, stating a stance, displaying the circle of attention, representing identity, and forwarding guidance. We will explain it in three parts. 1. Emotions are the biggest manipulators. In the final analysis, humans are creatures whose emotions outweigh their rationality, and many choices and decisions cannot escape the influence of emotions. The survey shows that emotion is the biggest factor that causes an article to be forwarded, and it is presented in the following ways: 1. The article content is rich in emotion or full of emotion. Referring to the big data of WeChat in 2014, we can see that emotional articles are very popular and the number of forwardings is also high. Comparing with 1500 sample data, the results are exactly the same. The articles most shared by WeChat users in Moments are "inspirational philosophy" and "chicken soup for the soul", which often contain strong emotions or feelings. For example, WeChat public accounts such as " Mimeng " and " New World " are good at producing this type of articles, and their articles are often widely circulated. Typical hot news in 2016, such as “the attack on a girl at the Huayi Hotel”, “ the Wei Zexi incident ” and “the Luo Er incident”, all swept the WeChat Moments . A large number of commentary articles discussing these events actually contain certain strong emotions. It can be said that these emotions of "anger", "concern" and "sympathy" have played an indispensable role in promoting these events to become hot topics. 2. Strong relationships have a great impact on content recommendations. After examining where the articles shared by WeChat users in their Moments come from, we found that the articles shared by users mainly come from three aspects: ① Articles shared and forwarded by friends account for the highest proportion of 75.4% ② Articles from public accounts that users follow account for 61.6% ③ Articles shared and forwarded by relatives account for 43.8%. This shows to a certain extent that content shared by strong relationships such as friends and relatives is more likely to cause users to share and spread the content again. However, content shared by weak relationships such as "unfamiliar people" has a relatively low effect in causing users to share and spread it again. 3. Title and forwarding language: Why would users click on an article? There are two reasons: "It's relevant to me" or "I'm interested in it". How to judge the content of an article? In many cases, it is still judged based on the title. Therefore, the connection between the title and the user, as well as the attractiveness of the title, is like a "valve", which largely determines whether the user will read the article content, and then determines whether the article content can be further disseminated. But this situation can easily lead to a negative problem - clickbait headlines , to be or not to be, which needs to be treated with caution. The survey on articles forwarded in Moments also found that ordinary users can exert "promotional" power on articles through comments. Isn’t this a good revelation for content marketers and content communicators? People love to share things they are involved in, whether directly or indirectly. Take a look at your WeChat Moments . Sometimes you are flooded with messages from friends. That is about their company and has nothing to do with you. However, these friends are involved in these matters, and in most cases they will share and forward them, either sincerely or out of duty. Therefore, when writing articles, you might as well get as many "influencers" and friends and relatives involved as possible, and let them become participants and "producers" of the article content. 2. The “three major psychological factors of user forwarding” that cannot be ignored The three major psychological factors of user forwarding are: based on the user's resonance with the content, after arousing the "impulsive sharing" psychology, the user will consider three issues. ① Express your stance: My opinion on something is… ② Show your circle of attention: Let everyone know what I’m paying attention to recently? ③ Representing identity: Is it “loss of identity” to forward this article? Assuming that users can relate to the content of an article and have a strong resonance with it, the “impulsive forwarding” psychology accounts for the majority of the time. However, when users consider that their identities in the circle of friends may not be suitable for sharing such content, or that sharing such content "is against their own taste", they will "resist" forwarding it. This shows that users will weigh the "impulsive forwarding" caused by resonance and "representing identity". If the stimulation of resonance is strong enough, they will break through the psychological constraints of identity and taste and choose to forward and share. If there is a strong resonance, and forwarding it does not lose identity or cause any harm, then users will naturally forward the article. 3. If you want to go viral, you have to work hard enough. As I said at the beginning of the article, good content is the basis for forwarding, but we can’t just “wait for people” to forward it just because it is a great article. The effect of such passive dissemination is very weak. Therefore, if you want a "good article" to become a "hot article", you must first be fully prepared so that when it is disseminated, you can say that you have worked hard. So what does this preparation include? ① Visual reminder: prompt to request forwarding ② Discourse guidance: tell everyone how important your forwarding, commenting and liking of the article are ③ Activity interaction: promote users' desire to forward through some small activities ④ KOL influence: the influence of big V can achieve a multiplier effect. If a Weibo or WeChat celebrity reposts your article, the dissemination effect they bring to you is by no means comparable to that of ordinary people sharing and reposting. The rewards brought by forwarding, in addition to personal or product benefits, of course, also include the extreme pleasure that is unique to the world of Internet traffic . In the wave, it is very tempting to rely on the power of individual discourse to stir up waves in the entire network or even the entire society. However, as we mentioned at the beginning, the prerequisite is that you have a good article. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @地心力工场 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Site Map |
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