Why can Mimi Meng be a clickbait headline reader?
|
As an operator of a public account , I have a love-hate relationship with the identity of clickbait . We love clickbait titles because they can directly increase article readership and help us achieve some of our KPIs. We hate clickbait because while clickbait brings high readership, it is often accompanied by negative comments from users, or even cancellations. The logic and essence behind clickbait But have you ever thought about the logic and essence behind clickbait? Baidu Encyclopedia defines clickbait as follows: Clickbait refers to the creation of eye-catching headlines in forums or media represented by the Internet to attract audience attention, so that when you click on it, you find that the content is very different from the title but reasonable, in order to achieve various purposes such as increasing clicks or popularity. It is a general term for website editors, reporters, managers and netizens. First of all, we must make one thing clear: 99% of public accounts should not imitate the clickbait title defined by Baidu Encyclopedia. A good title must meet four conditions: attract clicks, be suitable for sharing, trigger comments, and increase attention. The clickbait headline only meets the first condition. The user clicked on this title in the Moments , but did not want to share, comment, or even follow it. When the following users click on this title, they will just want to unfollow. The reason is simple: I took off my pants and you show me this? That is, the psychological gap. However, there is still 1% of public accounts that can be used as clickbait titles, such as " Mimeng " which has millions of followers. Why can Mimi Meng be a clickbait headline reader? Mimi Meng made several very typical clickbait headlines in 2016, such as: "The person chasing me is 18 centimeters tall", " Hanging out , please don't disturb", and "Thai girl, let's have fun". Far from causing controversy, these titles are excellent in terms of data and comments. why is that? If you understand this problem, then you will have a complete understanding of the concept of clickbait. First look at the first title: "The person chasing me is 18 centimeters tall." As readers of Mimi Meng, what is their first reaction when they see this title? Their first reaction must be “What the hell!?”, so the instant click-through rate of this article will be very high, achieving the primary purpose of the “clickbait headline”. And what are their reading expectations when they click? Are they some disgusting pictures? Here lies the secret. Everyone’s reading expectation must be: What kind of emotional story will Mimi Meng write for me about 18 Centimeters? At this time, assuming that other public accounts also push this article "The person pursuing me is 18 centimeters tall", something wonderful will happen. For example, Guokr.com, a public account for popular science, pushed this article. After everyone said "What the hell!?", the general reading expectation would be: Guokr.com is probably going to force popular science about the length of men around the world. For example, Hu Xinshu, an emotional public account, pushed this article. People’s general reading expectations would be: This article is probably another advertisement with a surprising twist. For example, Durex , a public account that everyone knows, pushed this article. People’s general reading expectations would be: I guess Durex is going to be naughty again in this article. For example, Men's Health, a public account that is well-known to experienced people, pushed this article. People's general reading expectations would be: I guess Men's Health is going to challenge the limit of large scale again. So, what if it is a marketing account that you have forgotten when you followed and what content this account posts on a daily basis, and it pushes this article "The person chasing me is 18 centimeters tall"? Your reading expectations are based entirely on the title itself: Hmm, it should be a pornographic novel. So, what if Luoji Siwei suddenly pushed a picture and text with this title? Your first reaction might be: Luoji Siwei’s account has been hacked, or there is a bug in WeChat . Therefore, the same title will have completely different effects on different accounts. The reason behind this is the expectations brought about by the historical knowledge of this account. This expectation has also turned many "clickbait" type titles into good titles. The Luoji Siwei mentioned above is not suitable for such a title because of its model deviation and content positioning deviation. Let’s take another title as an example: “Thai girl, let’s have some fun”, which is the second push from Mimi Meng on August 19, 2016. Judging from the likes data of this article, the data is also very good. We still assume that other public accounts also push this article "Thai Girls, Let's Have Fun" to see what different expectations will arise this time. Guokr.com, a public account for popular science, pushed this article. People generally expected it to be like this: Guokr.com is going to popularize science about Thai ladyboys. Let’s talk about Hu Xinshu. When an emotional public account pushed this article, everyone’s reading expectation would still be: This article is probably another advertisement with a surprising twist. Let’s talk about Durex, a public account that everyone knows. When this article was pushed out, people’s general reading expectations would be: I guess Durex is going to interview a few KOLs who like Thailand. Speaking of Men's Health, a public account that is well-known to experienced people, after pushing this article, everyone's reading expectation will still be: Men's Health is expected to challenge the limit of large scale again. So, what if a marketing account that you have forgotten when you followed and what content it posts on a daily basis pushed this article "Thai girls, let's have some fun"? Your reading expectations are based entirely on the title itself: Hmm, it should be a pornographic novel. So, what if the Chazuo Academy suddenly pushed a picture and text with this title? Your first reaction is probably: the account of the Institute has been hacked. It must be mentioned that, in addition to the obvious fact that the Plug-in Academy is not suitable for this title, the official account "Hu Xinshu" is also not suitable for such a title. Because of "Hu Xinshu's" daily title expression style and user group, this title is likely to cause discomfort to some users. How to define WeChat public account clickbait? Therefore, the title party of WeChat public accounts should be defined as follows: the titles created cause readers to have a serious deviation in reading expectations and arouse negative emotions towards the account. Such public account operations are called "title party". In other words, the worse the account is operated, the easier it is to create clickbait titles. Because the threshold for joining the "title party" is differentiated. Now let’s think about this question in reverse: Does high quality of account operation mean that one can create click-attracting titles without restraint? The answer is obviously "no." The reason is that your users' curiosity about the title will show rapidly diminishing returns. To summarize the answer to this question: Why can Mimi Meng be a clickbait titler? Because Mimi Meng's account positioning and personality are clear, readers' expectations of the title are also relatively clear, which will not cause deviations in reading expectations, leading to negative effects such as unfollowing. Finally, I would like to make four suggestions for the use of this type of title: 1. As long as it is an effective method, you must learn to use it moderately. 2. Consider using it when the reading volume has been low for more than three consecutive days, in order to wake up dormant users. 3. Never be a pure "clickbait", but learn to modify the content of the article for the sake of a title. 4. The most awesome clickbait title is the ID before the colon. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @池骋 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
<<: How much does it cost to customize a health care product mini program in Yongzhou?
![[Case] How to promote mobile medical APP in an embarrassing situation!](/upload/images/67cc3dc020041.webp)
Recommend
Short video marketing, save these strategies quickly!
In recent years, with the sharp increase in deman...
5 major illusions in the marketing and advertising circles
In the past two years, the crisis awareness of ma...
Douyin product selection strategy that novices must read
What is the most profitable thing to sell in Douy...
Marketing promotion: How to make your ad attract users' attention in 1 second?
In an age of scarce attention, every user is very...
4 dimensions, detailed explanation of refined operations!
The mobile Internet attaches more importance to t...
Da'an SEO Training: What are the effective methods for website promotion and marketing?
When we usually use some search engines, most of ...
Tmall Double 11 event marketing tactics!
On Double 11 in 2019, Tmall’s final transaction v...
Thousand-word summary of the AARRR model’s retention methodology
Today we will continue with the user growth and r...
Revealing the marketing logic behind Ding Zhen’s becoming a top internet celebrity!
Recently, a young man from Litang, Ganzi, Sichuan...
How to make a feasible bidding promotion plan?
Many bidders don’t know how to start when they fi...
When will the 2020 Jilin college entrance examination results be released? When will the Jilin college entrance examination score be announced? 2019 Jilin admission score
When will the 2020 Jilin college entrance examina...
Chengdu Tea Tasting Studio, the best place to experience tea tasting [Recommended]
Chengdu Tea Tasting Studio: Senior agent Night Vi...
APP promotion and operation: How to improve user traffic conversion
Traffic is the object of operations . How to quic...
Bayanzhuoer Mini Program Customization Company, how much does it cost to customize a pregnancy and childbirth mini program?
How much does it cost to customize the Bayanzhuoe...
How to build a personal brand?
This article will give you a clear answer once an...