"In the Name of People" has 100 articles with over 100,000 views. Here are 4 universal tricks to follow the trend.
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Since its launch on March 28, the WeChat index of " In the Name of People " has begun to rise, reaching its first peak on April 6, reaching its current highest peak on April 10, and reaching a climax again on April 14, with 55 articles with over 100,000 views published in one week! ( WeChat index of "In the Name of People" in the past 30 days) (Baidu index of "In the Name of People" in the past 30 days) (The Weibo index of "In the Name of People" in the past 30 days) The series has aired up to episode 38 (out of a total of 55 episodes). The editor has read the spoilers and the subsequent plots are becoming more and more exciting and thrilling. No matter you have been following it or not, or have written many articles to catch the trend, facing such a textbook-level hot case, it is worth summarizing and improving it. Today, I want to share with you some methods of riding on the hot topics extracted from 100 articles with over 100,000 views. (List of 100,000+ articles in "In the Name of People", click on the picture to see the enlarged version) Some editors may feel that the content of the official account has nothing to do with the drama and don’t know how to follow it. In fact, any hot spot can be followed. You just need to find the right entry point based on the relationship between the public account content positioning and the hot spot. I have summarized four entry points: "Positive" thinking - the relevance of vision to the plot can be divided into three dimensions: 1. Be directly related to the TV series and stick to the facts; 2. Appropriately extend the content of the TV series; 3. Use certain elements in the TV series as the entry point and only serve as the introduction to the article. In addition to these three entry points, you can also think "in reverse" - in addition to looking for entry points from TV dramas, you can also approach from the perspective of popular elements on the Internet. For example, emojis, tests and other content forms have their own traffic and are extremely easy to spread. 1. Strong association: Interpretation from the series itself 1. Reference for topic selection angles: Plot interpretation, TV series creation background, cast and crew interviews, lines, online reviews, etc. When encountering such a hot TV series, accounts related to film and television dramas will definitely push drama review articles, and big accounts like Poisonous Tongue Movie can easily produce multiple articles with 100,000+ views. From the data of 100,000+ articles on Xinbang , we found that this type of articles accounts for a high proportion, with the total number exceeding 1/3 of the 100,000+ articles. The People's Daily official account recently released more than ten hot articles on "In the Name of the People", and nearly half of them reached 100,000+. 2. Case analysis: Public account: Reference News Article title : "Sharp Reference | The anti-corruption drama that has swept the screen in China, but overseas netizens are most interested in the organization behind the TV series——" Article analysis: This article is an excellent UGC . It starts with overseas evaluations of In the Name of People, introduces overseas social media platforms, and media organizations’ comments on the drama. It is a serious account that publishes interesting content. This article was the second one pushed out that day, but it quickly reached over 100,000 readings, which is 2-5 times the usual number. 2. Middle connection: appropriately extend the plot content 1. Reference for topic selection angles: Characters in the play, stories about the actors, common knowledge, storylines, props... Among them, using the plot of the TV series as story material to organize the article is a relatively easy writing method. In other words, in addition to directly interpreting the series, it can also be appropriately extended based on the content elements of the TV series. For example, exploring the stories of the characters in the play, telling the stories of the prototypes of the characters, and introducing the personal careers of the main actors in the play are writing angles that are relatively easy to develop. An article from MBA Think Tank titled "In the Name of People divides people into 9 levels, which level do you belong to? 》 has made a deeper elevation. It is also a better way to use the plot in the play as a starting point for extended explanation. For example, Shidian Reading published two popular articles with over 100,000 views from the perspective of love and marriage: "Your ability and future are hidden in your attitude towards your lover" and "Which of these four types of men in "The Name of People" is most worthy of marriage for women?" ” are all articles that use plots in TV dramas as story elements. There is also Chengzhangshu’s "In the Name of People is a positive energy in fighting corruption, but it is a negative example for parent-child education! ” is an article on parent-child education. An article from the public account "Bad Reviews" titled "Let me show you the black technology in "In the Name of People", but don't commit a crime! ”, which also created a hit article in the field of niche topics. 2. Case analysis: Public account: People's Daily Article title: "Leaders report personal matters, listen to what Secretary Dakang says" Article analysis: Using the plot as story material, the article vividly explains the serious political topic of "how leading cadres should make personal reports." People's Daily is a major traffic producer, producing a lot of 100,000+ articles, but its way of describing serious topics in a light-hearted way is worth learning from. Official account: Eat and drink tea Shanliu Article title: "Some thoughts on proving that the prototype of Handong University is Central South University" Article analysis: Through the analysis of the behaviors and relationships of several characters in Handong University in the play, it is speculated and proved that the prototype of Handong University is Central South University. Chihechashanliu is a campus service account for students, and the number of readers of this article is more than ten times that of other articles. Official account: 21st Century English Newspaper Article title: "In the Name of People has become popular overseas, and it seems that even foreigners are trying to snatch your Secretary Dakang!" 》 Article analysis: The article mainly introduces the original English reviews of "In the Name of People" on foreign social networking sites and media, using it as an English learning case and is also a relatively typical UGC case. The number of readers of this article is about three times that of the account's daily articles. 3. Weak association: Using TV series as an introduction, the content introduced is not directly related 1. Reference for topic selection angles: The approach can be approached from any angle, including creative background, actors’ stories, scene reproduction, etc. This type of hot topic pursuit only uses certain elements of the TV series as an introduction, and the main text does not talk about content directly related to the series. For example, the incident of "United Airlines beating up Chinese passengers" generated several articles with over 100,000 views, and its only connection with "In the Name of People" was that "Ding Yizhen fled to the United States on United Airlines." For example, a real-life version of the kneeling window from "In the Name of People" appeared in Zhengzhou. This type of hot spot chasing method is actually quite easy, and any element of the drama can be used as an introduction. 2. Case analysis: Official account: Shenzhou Special Car Article title: "Will you accept Secretary Dakang's special car voucher? 》 Article analysis: The main content of this article only made some jokes about Secretary Dakang, put some emoticons, and finally gave away a 6-yuan special car coupon in the name of Secretary Dakang, and made an interactive activity: write down who you think is the big boss behind the scenes in the comment area, and you will have a chance to get a PPTV membership card. This can be said to be a very successful marketing case of taking advantage of a hot topic . As a corporate service account, this marketing method is worth learning from. Official account: Canada Home Article title: "Latest Developments: The CEO of United Airlines, which beat up Chinese passengers, just said this!" Boycott United Airlines in the name of the people, you must apologize" Article analysis: In the TV series In the Name of People, the corrupt official Ding Yizhen fled on United Airlines. Because of the hot keywords of United Airlines and Ding Yizhen, the news of United Airlines beating up Chinese passengers became the hot news in those days. This article has more than twice the number of views as other articles on this account. Public account: A book every night Article title: "What secrets are hidden in Secretary Dakang's cup?" Article analysis: Taking the prop cup used by Secretary Dakang in the play as the starting point, the rising theme is about the "empty cup mentality". The public account usually has a output of more than 100,000 posts, which is not low, but this kind of related and rising topic selection angle is worth learning from. 4. Using popular online elements as an entry point 1. Reference for topic selection angles In addition to the above three methods of finding topics from the TV series itself. You can also change your perspective, put aside the plot and characters of the TV series, and start from the perspective of popular elements on the Internet, and use the way young people think about hot topics - emojis, jokes... For example, the "Secretary Dakang emoticon package" that has become popular on the entire Internet is a typical post-95s thinking: if you love him/her, make an emoticon package for him/her. There is also an article titled "Test who you are in "In the Name of People"? ”, when you open the main text, there are only two big words “People”. It can be said to be a purely entertaining piece, but it has a very high exposure rate. An imitation circle of friends picture of "Secretary Dakang's circle of friends" also has a very high forwarding rate, and there are also "Ding Yizhen called" and so on. They are all content forms with unique Internet characteristics and have strong spreadability. Therefore, when an article is extremely interesting, no matter what its content or knowledge density is, it will have a very high dissemination rate. For example, among this wave of 10W+, many articles do not have much substantive knowledge content, but they have climbed to the top of 10W+ only by relying on super interesting pictures and GIFs. This is due to the communication characteristics of the Internet. According to relevant statistics, the proportion of such hot and explosive articles is not high and the number is small, but each article is very interesting. 2. Case analysis: Official Account: Office Director Article title: "Secretary Dakang's circle of friends" The article analyzes: "Office Director" is a public account that serves civil servants and civilian staff. The content of this type is relatively boring and it is not easy to make it interesting. This article is very creative. It uses the form of "screenshots of Moments" to introduce the "Two Studies and One Action" in a very clever way. It not only took advantage of the hot topics and grabbed traffic, but also explained the originally boring content in a very interesting way, and naturally won the hearts of fans. Compared with other articles, the reading volume has increased nearly 10 times. Special reminder about UGC: In addition, I would like to remind all editors to pay attention to the use of UGC. Weibo, Zhihu, and various forums are all important places where users produce content. As long as you put your heart into it, I believe you will find inspiration and interesting content there. Whether it is mainly UGC or combined with UGC to create content, it will greatly enhance the interest and interactivity of the article. 5. Summary of ideas for hot topics The above is an analysis of the hot spot tracking methods based on the 100,000+ articles in this wave of “In the Name of People”. After all, phenomenal hot spots like this are rare. When we face general hot spots, how should we carry out copywriting planning and writing work? Here is a summary of micro-interactions: Step 1: Determine whether a hot topic is worth following When following hot topics, you need to think clearly whether this hot topic is suitable to follow and whether your target audience is interested in this hot topic. For example, the hot topic of the " Bai Baihe incident" has little significance for health information public accounts. Sometimes, although a hot topic is popular, whether it is consistent with the positioning of the official account and how much return it can bring to the official account are important factors to consider whether to pursue it. Step 2: Find the right topic After deciding to pursue this hot topic, the next step is to find a suitable entry point to plan the copy. When looking for entry points, I remind all editors to open their minds and do the following: not be satisfied with the event itself, not be satisfied with producing your own content, and not be satisfied with a single path. It is necessary to find a foothold and perform well on this point to generate traffic and conversion rate . At the same time, a lot of good content will be born in important UGC platforms such as Weibo hot searches, Zhihu, and Moments. Step 3: Post-mortem summary and data analysis Hot topics are ever-changing, and experiences are summarized in actual combat. Working in new media requires working based on user feedback, establishing a "data perspective", and using data to guide your next step of work. Therefore, I would like to remind everyone to pay attention to review and data analysis, so that you can accumulate as much experience as possible for each copy you write. Finding the right hot spots and pursuing them in just the right way can bring considerable traffic to the official account. Even a small account with only a few thousand fans can produce articles with 100,000+ traffic. To sum up, there are no hot spots that cannot be followed, only editors who don’t know how to follow them. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @二师兄. It is compiled and published by (Qinggua Media). 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