How do those articles with over 100,000 views come about? Hot articles all follow these 6 principles
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How to understand super hit products? For example, when we look at an article on WeChat , there may be an indicator to see whether it is a hit, such as whether it has more than 100,000 views. But I think 100,000+ cannot be a criterion for judging whether it is a super hit. Because there are just too many articles with over 100,000 words, and you have no interest in reading many of them. So what is a super hit? For example, what is the latest super hit? " In the Name of People " is a real super hit. You open your Moments and see that everyone is discussing this drama. 1. What are the 6 important principles a good story should follow? How to create a super hit? 1. An important question No one watches a 15-second commercial, so why can a 10,000-word article get over 100,000 views? This is supported by data. At the end of each year, our GQ editorial department will compile data on the articles on our WeChat public account and make a ranking. When our ranking came out at the end of last year, we were a little surprised by the results, but we felt that it was reasonable. We found that throughout the year, more than half of the most read articles were over 10,000 words, and many of them were over 15,000 words. This may be inconsistent with, or even contradictory to, many people's inherent understanding of communication. This involves a question. Many times, some of the judgments and concepts that we take for granted as correct are they necessarily correct? For example, people tend to think that WeChat articles should not be too long. If it's too long, people won't have the patience to read it. But is this idea correct? I can't say it's wrong, but I think this idea is not comprehensive. The length of an article is only one of the indicators for judging the quality of an article, but it is definitely not the only indicator. You cannot use this indicator to judge whether an article can become an article with dissemination effect. This is a very detailed judgment criterion. I think you have to go back to the essence of content production and content dissemination. You still have to look at its quality. In the end, it depends on whether it is good, not how long it is. 2. A law of communication As a rule, good stories have the ability to spread. I just talked about super hits. You can think back and think about what super hits you can think of in the past six months. I can help you sort it out. For example, the fight between master and apprentice Guo Degang and Cao Yunjin, for example, Wang Baoqiang’s divorce, for example, the open letter issued by Luo Yufeng. All of these contents meet the criteria of becoming a super hit. What common features do you find in these super popular products? It must be a story, it must be full of plot. Let me give you a more recent example. This is the article we did a while ago, which is the article about Mimi Meng published by GQ last month, which had a screen-sweeping effect. A very unexpected joke came out of this and was widely circulated, that is, Mimi Meng's assistant has a monthly salary of 50,000 yuan. This meme comes from our article. You will find that they all have one thing in common: they are all a story. Why does it have to be a story? Let me explain this with an example. " The Debaters " is a show I really like to watch, and you may also watch it. You will find that there are two contestants in "The Debaters", Xiao Xiao and Fan Tiantian. Among all the contestants, they are definitely not the ones with the strongest thinking ability, nor the best logic. But you will find that these two contestants can defeat many contestants who have won international debate championships on this stage. There is a counterexample here, which is Hu Jianbiao. He kind of had an emotional breakdown in the second half of season three. There is a lot of self-doubt. How come I, such a talented international debate legend, can’t even beat Xiao Xiao and Fan Tiantian in this arena? Why does this happen? It's very simple. Because Xiao Xiao and Fan Tiantian are both very good at telling stories, and Hu Jianbiao starts by using logic and reasoning. Using logic and reasoning is acceptable in a professional debate, but "The Debaters" is a variety show that is aimed at the majority and the general public. As a contestant, you cannot expect the audience's appreciation level to instantly rise to the level of a professional debater. You must make corresponding adjustments based on their aesthetic tastes and their ability to understand. What Xiao Xiao and Fan Tiantian are best at is to include their views in a story so that the audience can accept it naturally. I believe each of you has had this experience in your daily life, for example, with your girlfriend, or with your parents, or with your boss. When you want to persuade them, want to convey a message or get a point across, if you talk to them directly, the effect is often not very good. Because human nature is anti-preaching. But if you integrate the story you want to express into a story, it will be relatively easier for people to accept it. This is the benefit of storytelling, that is, good stories have the ability to spread. I often have some friends who are very confident and confident. He said, my article is full of valuable information , and it will definitely be a hit if I publish it tomorrow, but it is not a hit at all when it is published. Why? In fact, this involves some very subtle factors in human nature. I believe that many people actually, when you see an article full of useful information in your circle of friends or on your WeChat official account , what is your first action? Collection, yes, that’s right, collection. Please save it and I will look at it later. This kind of thing is due to the selfish nature of human beings. I saw something very good, and I thought I should watch it secretly by myself, and I didn’t want others to see it. But if you see a good story with a lot of plot, you have a strong desire to share it. 3. A cruel reality A reality is that most stories do not follow the basic rules of story writing. Many people may think that your point of view is not new. I also know how to tell stories, but why are the stories I write not widely spread? I think he's not following some basic rules of story writing. So, what are the basic rules of a good story? Here I would like to analyze an example with you. This is an article I wrote myself, titled "The King of Shouting". I didn't find this topic myself. The editor-in-chief asked me to do it. When he asked me to do it, I refused at first. Because I may not really like live streaming , even though I am still doing it today. In 2016, there is probably no topic more popular than live streaming. But I told him that I had read so many reports on live broadcasts, but I hadn’t seen any that impressed me, and that this topic was meaningless. However, the editor asked me in return, if it is not interesting, why do so many people write about it? Are these people sick? He stumped me with his question at the time, and then he told me the point I just mentioned. If you don't remember those articles, it's not that the things themselves have no value, but maybe they were not done well enough. If you do it well enough, it will definitely still be valuable. So, I spent two or three months writing this article. After I finished writing and posted it, it had over 100,000 views on WeChat in about five hours, and there were 60,000 comments on NetEase News that day. This article is 16,000 words long. One might tend to think that it would be difficult to spread, but it is not actually the case. To write this article, I read about two hundred articles about live streaming. Those two hundred articles did not leave a deep impression on everyone because I think these two articles have a common problem, which I think is also a fundamental mistake that many people make when doing content marketing today. What is this? Those two hundred articles are how most articles on the market are written. That is, the people inside are not important, but the things are important. Many media articles follow the logic of typical industry reports. I cannot say that industry reporting is bad, but it does have a strong limitation. As I just said, in this case, the company's business operation logic is important, but people are not important. In this article, people appear in a tooled form. What is instrumentalization? That is, the main purpose of this article from beginning to end is to clearly state the company's business logic and profit model. In order to support the points I want to express, I will pull out a person from time to time and say what someone from a certain company said. He may come up and tell a story, or express an opinion, and that's it, and this person disappears. Then after a while another person will be brought out to speak, so in the whole article there may be five or six people, or even more people appearing in it. But after reading it, you only remember the commercial logic of this article, and the faces of all the people in it are very vague. What problem will this cause? Many people are insensitive to data, principles, and concepts, but users are sensitive to specific stories. And you have to rely on specific people to present the specific story. Why was my article so well circulated at that time? The key point is that I used the story of the host MC Tianyou to connect the entire history of YY's development and its operating logic. When you understand this person's story, the story behind it will naturally spread. Many articles make a mistake from the very beginning. What consequences will this mistake lead to? That is, you filter out most of the readers from the very beginning. When you write like this, when you write the article with a very typical industry reporting approach, it is impossible for this article to be widely disseminated, and it is impossible for it to become the super hit that I just mentioned. When we write a feature article, we always have a very clear and precise premise. What is the premise? I have a hypothesis that after writing this article, even if the reader knows nothing about live streaming, has never watched it, doesn't know who MC Tianyou is, and doesn't know what rap is, he may still be attracted by the story of this person himself. Many times, whether we are a direct producer of content or a content organizer. Because we have been paying attention to this field for a long time, we think that some things are common sense and there is no need to explain them again. These contents may be the most basic information for most readers to understand the whole thing. If you skip this thing, he will lack the most basic understanding of the whole thing and will have serious obstacles to understanding. 4. GQ reports follow 6 good story standards (1) The issue must be important enough and relevant to the times. For example, I just mentioned two examples. One is about The King of Shouting Music, which is about live broadcast. In another article, we recently wrote about Mimi Meng, who is about the self-media industry. You will find that these are some of the most important topics of this era. ( 2) To demonstrate complexity, it must be expressed in a coordinate system rather than as an isolated person or event. I just mentioned these two examples. Whether I was writing about MC Tianyou or my colleague was writing about Mimi Meng, we were not just writing about the person himself, but about the things behind him. In a small sense, it is an industry; in a large sense, it may be a trend in the entire society, or there may be something deeper behind it. (3) When choosing a topic, be imaginative and avoid being stereotyped. This is also very important. This sentence may seem empty, but I think it is very, very important. I think a lot of articles are very formulaic. You may know what the article is about after reading three paragraphs. For example, let’s take this article I wrote myself. When it comes to live streaming, what’s the first thing that comes to your mind? Many people might say it is a cone-shaped face. I believe this can represent many people's perception of live streaming, that live streaming is a coquettish thing. I might have thought so at first. Many articles are written based on this premise. This is what live streaming is all about. All subsequent interviews and materials were based on this. This is serious stereotyping. (4) The relevant conclusions should not be clichéd. If live streaming is just a story about a female anchor posing in a coquettish manner, it would be too cliché. (5) The story should have good details, and you should not just pile up materials to express your opinion. You have to impress people with the specific plot of the story. (6) Have appropriate values. Whether we are writing about MC Tianyou or Mimi Meng, if we want to pursue traffic blindly, we will write in a very sarcastic way. Do you think this is okay? I think it's not good. It brings short-term traffic, but it may cause great harm to our entire GQ brand. We will not do such a short-term thing that will exhaust the resources. 5. What should a good story be about? What should a good story be about? The first point is that a good story must have ambitions beyond simply explaining the facts, and it must establish an empathy effect. First of all, you must have the ambition to make things clear. Many stories nowadays remain at the level of not being able to explain the facts clearly. Let’s take our topic selection meeting as an example. The editor-in-chief has a habit. Because our articles are very long, often more than 10,000 words. Our editor-in-chief will definitely make a request to us. Please tell me in one sentence what you want to write in this article. This is especially important. Why? If an author doesn’t know what he wants to say, how can you expect your work to influence and impress readers? But is it enough to make things clear? not enough. Because when you explain things clearly, you are just explaining things, you are not able to develop it into a story, a story is something more complicated than things. You have to create an empathy effect. How do you understand this empathy? Empathy refers to this story. Whether it is an article, a TV series, or a movie , you have to make the audience feel that this story is related to their own destiny and emotions. Then I tell you that you have to feel that this thing has something to do with you. 2. What are the common characteristics of all wonderful stories? It is very important that good stories focus on people who are in trouble, or to put it more bluntly, people who are in trouble. Any example of a good story will meet this standard. For example, in "Journey to the West", there are 81 difficulties, and the whole process is a process of constantly experiencing various difficulties and solving problems. Take the recent "In the Name of People" for example. Who is the most popular person in "In the Name of People"? It’s Secretary Dakang. Many people have created many jokes on the Internet, and he is the most powerful scapegoat in history. I even came up with a jingle: There's my wife cheating on me at home, my subordinates cheating on me outside, I'm owed money by my ex above me, and my colleagues stepping on me on both sides. You will find that because Secretary Dakang is in trouble in there, everyone is trying to get him. He aroused the greatest interest of the audience, so he became the most popular person on the Internet now. 1. Why focus on one person who is in trouble? This involves some things about human nature. Everyone has a desire to spy. Each of us has a natural curiosity about the deeper personality traits of others. What does this have to do with me? The point of relevance is that a person's deep character traits will only be revealed when he encounters difficulties. How do you understand this sentence? For example, you work in a company and you go to a new company. You want to know what kind of people your colleagues are, what their personalities are, what their preferences are, and how you should get along with them, right? But it is difficult to understand in your daily work scenario because everyone is busy with their own things, and you cannot get his true human nature from his daily behavior. Often you can only see what kind of person he is when something happens. For example, when you really have something to do and you go to borrow money from others, then you will truly know how much you mean to everyone you think of as your friend. You can only understand this through such a crisis event. 2. The quality and intensity of the dilemma is very important How do you understand this? For example, before I came here at noon today, I went to eat. While eating, I realized I forgot my wallet and couldn't pay. I use WeChat to pay on my mobile phone, but when I take out my phone, it may be out of battery. Then you can only come to the venue on an empty stomach. It is also a dilemma, that is, I haven't eaten a meal, I am very hungry, and I feel dizzy, which may affect my work state for the whole day. But would you say it's strong enough to develop into a strong story? I think it is not enough because readers think this matter is boring. And those very good stories, you will find that their quality is very high and their intensity is very strong. In "The Legend of Zhen Huan", you will find that every crisis Zhen Huan encounters is either injury or death. Concubine Hua wanted to get rid of her every time. If she couldn't think of a solution at the time, she might have died. As she continues to face these challenges, the story will make you feel very interesting. 3. What questions should you think about before you start writing? Who is the protagonist of the story, what does he want, why does he want it, what methods will he use to get what he wants, what obstacles will he encounter, what actions will he take to face these obstacles, and what will be the result of fighting against the obstacles. Think about these questions clearly before you start writing, then you may feel that what you said is all about writing a story, so if you are not writing a story, wouldn’t it be the same? I don't think so. This is a basic rule that applies when you write any article. 3. How to build a story structure that is easy to spread? This is also a pain point for many people. For example, the same thing happened to two friends, both of whom experienced a very dramatic and thrilling event. They both told others about it, but you will find that the effects of the two people's stories may be worlds apart. When a person speaks, he is very fascinating. Everyone at the table is paying attention to him and listening to him very attentively. But if someone else were to speak, people might get impatient, or start playing with their phones, or just interrupt him directly and not want to listen to him anymore. There is a very important factor here, which is how you tell your story, how you tell it, and how you tell the same thing. This involves the structure of a story, which is what I talk about first, then what I talk about, and finally. This thing has a complete system and a complete set of methods. It is not written based on feelings. There must be a method. One of my personal favorite movies last year was Ang Lee's Billy Lynn's Long Halftime Walk. What struck me most was how climax-like the structure of this story was. When something is about to come out, I feel like I'm sitting in the cinema and slapping my thighs. His arrangement was very clever. And how clever is this? For someone who doesn't understand the story structure, he will be completely unaware of the existence of this technique. It is the truly most advanced technique, which means that people will ignore the existence of the technique. Newbies often make a mistake. When most people write a story, they only use linear narrative. To put it more simply, linear narrative is a running account. The reason why most people think a story is not good is because the story is a chronicle. They just tell the story from beginning to end according to the natural development of time. For example, if you are writing about the founder of your company, you have to write a good story about him. This story can be written by you or you can ask a reporter to write it for you. After writing them, many stories are told from beginning to end, describing this person from childhood to adulthood, what he did in elementary school, what he did in middle school, what he did in college, what he did after graduation, what he did before starting a business , and what he is doing now after starting a business. From beginning to end, this kind of thing is not attractive to readers. To put it bluntly, it is an enriched version of a resume, or an enriched version of Baidu Encyclopedia . Most people can't stand watching this. What should we do? Let me share with you a little trick: you don’t have to tell the story from the beginning. Starting from the beginning, I cannot say that it is a wrong way of writing, but it is definitely not the best way of writing, and it is definitely not an advanced way of writing. Let's say he may be able to qualify, but just qualifying is not enough. You have to be advanced and do better. Let’s take movies as an example. Sometimes when I go to the movies with my friends, we may be late because of traffic jam and miss the first five minutes. At this time, my friend may be very anxious and say, "What should we do if we didn't watch the first five minutes and didn't understand it? Otherwise, let's buy new tickets and watch the next show." At this time, I will tell him, it's okay. In my experience, if you don't watch the first five minutes of most movies, it doesn't matter at all and it won't have any impact on your understanding of the overall story. Why? There is definitely a pattern that governs most Hollywood commercial films. What is the most common routine in the first five minutes? He started off by fighting, and it was a fierce fight. You may not have watched the first five minutes. My friend was worried that he didn't watch the first five minutes, but he just missed a fight, he didn't miss the development of the whole story. So this is a truth I want to share with you. The story does not have to be told from the beginning, so where should we start? You need to analyze the climax of the whole story, and put the point that you think is most likely to attract readers and audiences at the beginning of the story. After finishing this story and drawing the reader's attention, you can then talk about the development of your entire story. This is a very specific but also extremely effective little technique. Writing is not just a simple act of writing itself. I think it is a meta-skill, and meta refers to the meta in AD. For example, if you want to learn English, drive, or do anything else, I think it is a basic skill that everyone should have. While you are improving your writing skills, many of the core basic skills you need to survive and develop in this modern society will naturally be improved in the process of writing. You don't need to conduct deliberate training in this process. As long as you are completing the ultimate goal of writing a good article, those abilities will naturally be improved and trained. On the other hand, if a person has the ability to write an article very beautifully, he can do many things very well. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @何瑫 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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