Communication overview based on 10w+ articles: igniting hot spots and creating storms

Just like the three advantages of Loli: clear voice, soft body, and easy to push down.

New media operations actually have three tricks: clickbait , following hot topics, and girls are great.

Just like Mimi Meng said in her 314 tweet "How to become the next Mimi Meng? ” It is said in the book: Self-media cannot just rely on making up stories, nor can it become popular simply by choosing topics such as “hot topics, money, sex and violence”?

It requires us to " be in awe and tread carefully " towards self-media in order to keep up with the times.

However, what Mimi Meng did was to influence the "three views" of more than 8 million fans.

Just like the strong rise of public accounts of "new women" such as Mimi Meng, Hu Xinshu, Zhou Chong, Qu Weiwei, and Wo Zou Dai Feng, they became popular because of their profession, identity and age, but more because of their "control" of the tastes of the masses.

For the others, perhaps they still need to attach their own "selfies" (Song Shuze) and be full of temptation in the introduction column (Hu Xinshu: a one-person girl's heart sales store); but Mi Meng, a "big girl" born in 1976, already has her own complete title routine ("How does Mi Meng, who has 9 million fans, choose titles?") and the ability to create hot topics (from "To the Bitch", "To the Lowlife" to "Forever Patriotic, Forever Tears in My Eyes", which caused eight public opinion controversies within a year due to its extreme style).

But for us “ old men ” who have nothing to do with the 100,000+ self-media accounts, we can forget about the girl attributes (what do you think the many “men dressed as women” self-media accounts on the Internet are doing? Aren’t they just trying to share the “special attention” of the Internet to women?); we can still hope for the title party and hot topics:

• If clickbait is just a form of sensory external work, it is an attention funnel that screens the user's eye economy;
• Then following hot topics is a kind of internal skill in writing and spreading. It is a black hole that absorbs, settles, and lures users' attention;

However, let’s talk about chasing hot topics today!

We will not discuss the ultimate philosophical question of "which came first, the chicken or the egg" here, that is, content and traffic ; what we need to pay attention to is that in this era where the Internet has penetrated into every aspect of our lives and wifi (traffic) has become a necessity in our lives and work:

Traffic represents attention, which can be converted into wealth; and hot spots are black holes of user attention and a gold mine of traffic.

Therefore, before we can "produce hot spots" like celebrities, chasing hot topics has become a "compulsory course" for more and more self-media people.

Of course, there have been many "painful experiences" along the way.

Chasing hot spots, chasing hot spots, after all, something that needs to be "chased" must have "superiority" that we do not have, and what we have to do is to find the "correlation" between ourselves and the hot spots, no matter whether it is form, theme, viewpoint or content, as long as it can "have a relationship", we can do everything we can.

As a new media "veteran" who has watched countless films (advertising films) and endless articles (applied articles), Feng Shao still has several "experiences" about chasing hot topics:

• The first level: mechanical application - weak relationship, weak association
• The second level: Taking advantage of opportunities - weak ties, strong connections
• The third level: Tailor-made - strong relationships, weak connections
• Level 4: Integration and coherence - strong relationships and strong connections

Next, we will take the 108 ways in which a number of self-media outlets followed the “315” event as an example.

The first level: mechanical application - weak relationship, weak association

For this type of hot-trend content, you basically just need to reprocess the hot elements.

It is almost not difficult to use the "connotation" of a hot topic to create a completely unrelated secondary creation.

Just like in "Even on Holiday, You Can Pretend to Have Two Long Legs", there is only the form of 315, and the content is initiated to teach you how to disguise "fake".

However, for this type of article, you must have a large fan audience who will appreciate your "humor"; but if the fans' skills are not good enough, the hot topic will be completely ruined.

And in "Issue a statement within 25 minutes! Twice a night! In "Ali's Public Relations' 315 Efficiency", the author selected the most representative events in 315; perhaps this was just a processed "public relations statement", or perhaps Alibaba had no intention of doing so.

The author may be taking advantage of Alibaba's popularity, or the author may be trying to demonstrate his or her own timeliness.

Although this type of article is limited by timeliness and cannot provide a thorough analysis, it is definitely a plus in terms of timeliness.

The second level: Taking advantage of opportunities - weak ties, strong connections

The second level of "taking advantage of every opportunity" mode is already a form of writing that is thoughtful.

In "On March 15 I wanted a can of liquor, but you gave me a bowl of boiled water", the author went beyond the elements of the 315 hot topic itself and wrote in a larger format, just jumping out of the 315 Gala.

This type of content can easily resonate with readers. After all, almost none of the obvious "quasi-blacklist" brands on 315 were on the list, which is a huge drawback.

Therefore, this type of hot articles can easily become the "complaint base camp" behind the hot topics and absorb heat.

In "Click on Those Brands That Successfully Avoided 315", it is almost exactly the same as "Strong Liquor & Boiled Water", except that the former has a built-in complaining posture, while the latter directly takes a different approach and creates a brand new "315" battlefield.

Therefore, this type of content is basically to remind the audience of the "highlights" that they have not noticed, missed or ignored through creative thinking after everyone has digested the "hot spots".

The third level: Tailor-made - strong relationships, weak connections

The third level of chasing hot spots has almost completely escaped the original pit of the "315" hot spots.

Whether it is "These pictures will be flooded with messages every year on March 15", which pointedly exposes the routine of the 315 public relations, or "Shock! In this self-directed and self-acted anti-routine "The PR Company's 315 Pretentious Guide" was exposed by the PR Company on 315, they are all doing one thing: in-depth creation of the hot spot form itself.

Strictly speaking, the contents of the two are almost the same, and they both describe a routine that is widely "criticized."

In fact, the third level of tailoring and the second level of taking advantage of opportunities are essentially not much different. Both of them are to estimate the entire pattern outside the "hotspot" and to discover the "potential" that the hotspot itself has not yet tapped.

It's just that taking advantage of every opportunity is more about completing the entire "hotspot" ecosystem, and is still limited to the expansibility of the "hotspot"; but Tailor-made has "unearthed" a system after the previous "hotspot" ecosystem, which already has humanized "inertial operation".

Level 4: Integration and coherence - strong relationships and strong connections

If the first level of mechanical copying, the second level of taking advantage of every opportunity and the third level of tailoring to individual needs, the depth of thinking and the pattern between them are progressive; then the fourth level of integration is just like its name, it is the ultimate form of chasing hot spots.

It seems that Xiao Ma Song is very suspicious of clickbait in the article "Dialogue between Linghu Chong and Mr. Mo Da 315", but he actually has ulterior motives; and the author of "Suggestion to set March 16 as the communist festival, whether you are willing to resign or not" is actually Baidu's public relations, which is a bit absurd; can't we not talk about this year's Baidu public relations?

Xiao Ma Song quoted a sentence from Mo Da, "Who cares about 315 or 416, managing your own sect is the best crisis public relations." This sentence is definitely fabricated, but it is put here, considering the context (hard advertising starts directly below) and the meaning conveyed by the article, it still has a special flavor.

Can I say it’s just because the author is Xiaoma Song?

As for Baidu's public relations, Baidu has mastered the art of "self-deprecation" to perfection, so much so that when the audience puts themselves into the context of the story, they can't help but speak up for Baidu.

Therefore, the essence of the fourth level of integration is to integrate the "hot spots" into the "purposes" that one wants to achieve, and to begin to convey one's own "values" to users in the context of the hot spots.

In this regard, Durex ’s Weibo and Mimi Meng’s WeChat are two of the best in the world!

Have you noticed that this article also belongs to the level of following hot topics?

in short:

• Mechanical copying is the secondary processing creation that does not require much technical content;
• Taking advantage of every opportunity is a blind spot creation that requires deep thinking and single point breakthrough;
• Tailoring is to create with diversified thinking beyond the hot spots;
• Integration means purposeful creation after digesting the connotation of hot forms.

Of course, the ultimate form of chasing hot topics is to not chase them at all, and let your words and actions become a "storm" in themselves.

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