Comprehensive tutorial on content operation and hot topics: four aspects + three steps!
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Following hot topics has become one of the essential skills for new media editors, and the methods of following hot topics are endless. (Dudu took advantage of Jay Chou to join The Voice) Hot spots are happening every moment, one after another, and it is hard to keep up. If it’s a little later, it will be out of date. Many editors are driven crazy by the hot topics posted on weekends or in the early morning! We analyze this issue from the following four aspects. 1. Event attributes If you do not have a correct understanding of the attributes of an event, it will not only be time-consuming and labor-intensive, but also have side effects. 1. Novelty of the topic Whether the topic is strong or not depends on whether users can participate in the topic, whether the topic is highly relevant to users, and whether the follow-up of the event is anticipated by people. ❶ Controversy: If netizens have one-sided opinions on an issue, then the issue will tend not to be too popular. However, if the other party holds a different point of view and the two sides are deadlocked, then the issue itself will remain more vital, just like the "catfish effect." For example, the "Jolie-Pitt divorce" some time ago was discussed for a while and then ended; and in the "Guo Degang and Cao Yunjin quarrel" incident, both sides had supporters, and after several rounds of quarrels, the incident continued to escalate; the " Alibaba mooncake scandal" was also a very controversial incident. ❷ Extensibility Extensibility means whether a topic has the possibility of expanding into more topics. For example, the "Guo Degang and Cao Yunjin tearing each other apart" incident can be extended to "whether the traditional master-disciple relationship should continue in modern society" and so on; the "Wang Baoqiang divorce" incident can be extended to "whether the reasons for celebrities' divorces should be made public"; the "Zhao Wei deletes posts" incident can even be extended to the issue of the influence of celebrities in the entertainment industry and even society. 2. Spreadability ❶ Is it interesting? Whether an event can spread often depends on whether it is interesting. A resignation letter that says “The world is so big and I want to see it” is a very interesting thing. It can also be called interesting to strip away the mystery of a group of celebrities and shoot a reality show like "Extreme Challenge". ❷Is it simple? Humans will develop many cognitive methods in their long-term survival and development. One of them is simplified thinking, also called labeling. When a person cannot fully understand a problem or thing, he or she will simplify it, and simplified products have good communication efficiency and speed. Many large companies use simplistic thinking to label themselves: ❸ Is it worth sharing? When users see an article, various psychological factors will prompt them to forward and share it. For example, establishing self-labels, expressing one's own opinions, expressing emotions, helping others, topic sources, interest stimulation, knowledge learning, etc. 2. Influence The influence of an event is often reflected in two aspects: topic popularity and industry relevance. 1. Topic popularity "Topic popularity" refers to the extent to which this matter has been trending on the Internet. There are many criteria for judging the popularity of a topic, such as: 100,000+ views on WeChat articles, hot searches on Weibo, 10K views on Zhihu, 100,000 views on Bilibili, etc. Wang Baoqiang's divorce on August 14th caused a widespread screen-sweeping event, and even led to the phenomenon of the whole nation supporting Bao Bao and condemning Ma Rong. Such a hot topic can be considered to have high "topic popularity". Similarly, the topic of Fu Yuanhui, Ma Long and Zhang Jike's emoticons is also hot enough and is still being warmed up. Regarding the "topic popularity", some news websites, Baidu Index, Weibo popularity rankings, etc. can be used to help analyze. It is also worth mentioning that the same event may have different topic popularity on different platforms, which leads to the following point. 2. Relevance: Everything has its corresponding audience. Something may seem hot to you, but it may not necessarily be worthy of attention in the eyes of others. On the day when the Zhihu goddess was exposed for cheating money, Zhihu was full of complaints about "pills", and on the same day, Station B (bilibili.com) was also flooded with a dance called "Jiangnan Leather Factory Closed Down"; Papi Jiang’s advertisement was sold at a high price of 22 million. This incident went viral on the WeChat Moments of Internet users, but in the eyes of our parents, Papi Jiang may be no different from Feng Jie. If your account or product is targeted at a specific industry, make sure the topic is one that people in the industry are interested in and willing to discuss. Being good at discovering industry hot spots and speaking out in a timely manner can easily spread within a small circle, bringing accurate fans to the platform while increasing their sense of identification with the platform. 3. Timeliness Timeliness refers to: how long the popularity of an event will last. When Leonardo DiCaprio opens a Weibo account, the popularity will only last for a few days. Holidays such as Valentine's Day and Children's Day often start warming up a week in advance, and the popularity quickly fades after the holiday. However, events such as the "launch of a new iPhone" will not be outdated even for a month or two. We should have a correct expectation of the "duration" of an event, otherwise the topic will have cooled down as soon as the copy comes out, which is a waste of time and energy. So how can we simply judge whether something will last for a longer period of time? Generally speaking, events that last a long time often have the following characteristics: 1. Weak timeliness Weak timeliness means that events are less affected by the development of time. For example, the "Baidu Wei Zexi" incident will not be quickly forgotten as time goes by; on the contrary, some holidays such as Christmas and Children's Day, once the holidays are over, people will no longer mention them. 2. There is a possibility of continued fermentation. For example, in the "Wang Baoqiang divorce" incident, everyone is looking forward to the follow-up; for example, "Zhang Liangying and Feng Ke's marriage" was publicly opposed by her mother, and how many people are paying attention to the development of the matter. 3. Strong topicality. Strong topicality means giving people room for discussion. Please refer to the first item. When it comes to topic timeliness, we have to mention the “time map”. "Time map" means arranging some predictable events like a calendar and making them into a table, such as the release of the Hammer phone on October 18, or some festivals such as Double Eleven and Christmas, so that you can be prepared when hot spots come and do it more refined. 4. Return rate: When doing anything, the input-output ratio must be considered. In the operation of chasing hot spots, the input-output ratio is often reflected in: cost, benefit and risk. 1. Cost ❶ Time cost There are many ways to follow hot spots. A picture, a soft article, a video, or H5 are all commonly used means. A picture may only require a PPT; a soft article may take up an entire afternoon; the threshold for video production is very high; and making an H5 often requires cooperation from other departments of the company. Therefore, you should calculate the cost reasonably before chasing hot spots. ❷ Material costs : Once the copy is produced, it must be put into circulation, and ways must be found to spread it. If it is offline, various materials and venue fees will be required. ❸Opportunity cost: Investing resources in pursuing this hot topic may result in the inability to do other things. You can judge for yourself whether it is cost-effective. 2. Benefits There are two types of benefits: explicit and implicit. Explicit benefits are growth in the number of users or an increase in sales, which can be easily obtained through the number of readings of the official account or the button embedding of the App. Implicit benefits are more difficult to calculate, such as user favorability toward the product, market visibility, etc. 3. Risks Risks mainly come from public relations crises, such as the Ele.me incident mentioned in the previous article. If a copy does not convey the correct three views and is criticized by netizens after it is released, although the number of fans may be seen to be growing, users' favorability towards the product may be greatly damaged. The following are some negative examples of brands being harmed due to incorrect values of companies or operators: ❶ "The Ele.me 315 Incident" The copy of "Ele.me" at the 315 party was a typical suicidal public relations: As soon as this copy came out, it caused a sensation in the entire Internet circle, and everyone exclaimed: This must be an undercover sent by a competitor! ❷ Jiaduobao incident @作业本 once joked on Weibo, "Since Qiu Shaoyun was lying in the fire without moving, the diners finally refused to pay for the half-cooked meat. They all said that Lai Ning's barbecue was better." The herbal tea company Jiaduobao interacted with this Weibo in a marketing campaign and was attacked by netizens. Afterwards, @作业本 was sued by Qiu Shaoyun’s family and was ordered to apologize to Qiu Shaoyun’s family. Subsequently, @作业本’s Weibo account was deleted, and the 9 million-follower celebrity fell. ❸The " Uniqlo " incident was a disaster for the public relations industry - because the topic was so hot, various companies flocked to it, but ignored the fact that the incident itself was an infringement of privacy rights. In addition, many brands had nothing to do with the incident at all, and forced marketing was criticized by netizens with extremely correct values. However, Durex , a master of copywriting, did not speak out, but instead became the biggest winner in the "Uniqlo" incident. ❹Paying tribute to the deceased is also a common method used by some new media. However, as the threshold becomes higher and higher, netizens are no longer buying it. For example, some time ago, when Mr. Yang Jiang passed away, many public accounts followed the trend and posted a lot of chicken soup for the soul. However, netizens found out that these were not what Yang Jiang said, but were just for fun, and they were severely criticized. Now that we understand the issues that need to be considered when chasing hot topics, how will this guide you in deciding whether a hot topic is worth chasing? Let’s take the recent hot topic of “Jane Zhang’s marriage” as an example to help everyone analyze how to judge whether “a hot topic is worth following”. Step 1: Assignment Assign values from 1 to 5 to the above 5 levels. The larger the number, the more beneficial it is to you. for example: For example, a topicality of 4 means that I think "Jane Zhang's marriage" is a highly topical issue; a spreadability of 4 means that I think if I follow hot topics in this way, it will be widely spread in the new media circle; a heat of 4 means that I think "Jane Zhang's marriage" is a relatively hot topic; a relevance of 3 means that I think "Jane Zhang's marriage" is generally relevant to new media operations and has an average degree of integration; a timeliness of 5 means that I think this matter can be popular for a while, including the recent public opposition of Jane Zhang's mother to Jane Zhang's marriage, which is still ongoing; a cost of 3 means that I think the cost of this matter is not high; a benefit of 3 means that I think it can still bring certain benefits, but not too high; a risk of 2 means that I think the risk of this matter is relatively low, but we still have to pay attention to details such as wording. Now, by reading the table, we find that if we chase a hot spot in this way, its spread will be stronger, and some other factors are above average, so this hot spot can be chased. Here is a summary of the full text: First of all, to determine whether an event is a hot topic, we mainly look at the following four points: event attributes, influence, timeliness and return rate. Then we assign a score to each item, and the list will intuitively reflect the relationship between the cost and spread of the hotspot. Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @胡桃苑is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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