7 suggestions for new media operations!

The Internet is a world of love and hate.

Every day, countless new media content is flying around. It takes less than a second to scan the title and read it in a jumpy manner at the fastest speed. If you like it, read it. If you don’t like it, close it. If you love it, follow and like it. If you hate it, unfollow it or even report it.

Everyone who works in new media must have thought about what kind of content users will love to watch and what kind of content they will hate! Is that right?

Unfortunately, even if you are proficient in psychology, in this ever-changing era, you cannot guarantee that you can 100% grasp the readers’ likes and dislikes.

Therefore, I dare not exaggerate in this title and can only call it "7 Suggestions for New Media Operations " to share with you, hoping it will be inspiring.

01

Familiar things and familiar scenes are not attractive; the abnormality is what attracts people.

Curiosity is one of the core intrinsic motivations of human behavior. It is a psychological state of liking to explore things that are not understood. It is also the most reliable content direction of new media. Curiosity is endless and is the most instinctive desire.

Familiar things and familiar scenes naturally do not bring about curiosity. Whether you are doing marketing, operations, copywriting, or new media, you must cultivate " reverse thinking ", that is, breaking some norms, putting forward reverse views, and creating conflicts.

To put it simply, anomaly is to give an unconventional (unexpected) explanation of something that is familiar to the user, creating a contrast with the user's cognition.

For example, "How to Manage Your Boss?" 》《A good figure is mostly achieved through diet》，" How I went from being a CEO to an ordinary employee》 and so on.

An unexpected topic angle with reasonable content will subvert everyone's conventional cognition, thereby arousing curiosity and effectively attracting users.

Moreover, if you don’t click on this kind of abnormal content, you will feel uncomfortable all over!

02

There are slots, and the personality is more complete

People born in the 1990s, 1995s and even 2000s are increasingly becoming the main consumers of major brands, and more and more brands want to win the favor of this group by targeting younger people.

What do young people like?

It doesn’t have to be a big brand, what’s more important is the brand they recognize.

Such a brand is like a friend, you can confide in each other, play together, cry together, and complain together. It doesn't have to be perfect, but it has to be like a real person, with strengths and weaknesses. It's no longer like the brands in the past that established a condescending image every day.

The same is true for new media operations. One of the biggest changes in the new media era is the personalization of the platform, which means that it has flesh and blood, advantages and disadvantages. When you have complaints, it is easier to narrow the distance with users and your personality is more complete.

Don't create a perfect persona; it's tiring and annoying. Make fun of yourself and entertain everyone.

03

A clear point of view is the trigger point.

I know a lot of people who like to read the comments on Weibo one by one, much more seriously than reading the main text.

Some people even say: I only read the comments on Weibo!

Please ask in detail, why? However, there are many experts among the people, and many of the opinions in the comment section are so sharp that they are simply soul-stirring.

There is no doubt that people are becoming more and more interested in new ideas and views. They don’t like the same old things or content without any opinions.

Those popular articles are not because of their good writing skills or strong technical skills, but because they have brand new perspectives and have put in the effort to dig out new insights into life.

Although "there is nothing new under the sun", people's favorite topics have not changed, such as straight male cancer, struggle and counterattack, hatred of the rich, extraordinary love and so on. But we need to have clear views and attitudes on this. Views are the breaking point and attitudes are the temperature.

Otherwise, if you can't write something new, everyone will get bored of it. Where does the opinion come from? If you can’t help it, read more from the experts in the comment section.

Articles without opinions will gradually become mediocre.

04

Pay attention to self-expression, but also consider user needs.

When working in new media, you must have your own attitude and express your own opinions.

Everyone is emphasizing the need to have individuality and to form one's own unique style. This is self-expression, which will be recognized by a large number of people and ultimately gather more and more people with the same values.

However, self-expression is not a one-man show for self-satisfaction; it is the middle area between user needs and oneself.

You see, there are many big Vs who seem to do their own thing all day long and have very strong personalities. That’s because they have clearly thought about their positioning and have considered what kind of users they want and the corresponding user needs.

We don’t write what users like, as that would mean a loss of self-expression; nor do we say whatever we think of, or write what users dislike the most.

A platform that is fun, easy, and sticky should constantly explore the intersection between self-expression and user needs.

05

Don't rush to write down the first idea that comes to your mind.

This is what is often called anti-human thinking, jumping out of the comfort zone of creative thinking.

The process of coming up with new ideas is not that magical. It is just discarding old ideas one by one.

Don't rush to write down those ideas that come to your mind for the first time and intuitively, because everyone can think of them, and the process of reaching this idea is too comfortable.

what to do? You have to let it go, keep thinking about it, and compete with yourself a few more times.

Thinking about this matter is inherently anti-human, time-consuming and laborious, and people tend to be lazy, so their views are often similar to those of other people.

You have to explore further, force your smart brain, and continue to think about what users are interested in under this topic, what everyone's perspective is, and what other angles can I write from...

If users know what you are going to say at a glance from a certain angle, then what?

I guess it's closed and replaced with the next one.

06

Emotions are the nuclear weapons of communication!

Hot-selling content that goes viral can often "capture" readers and ignite their emotions. On the Internet, emotions are absolutely a scourge that can't be controlled.

Mimi Meng was once so popular, Zhan Hao captured the hearts of patriots, Du Shaofei touched the hearts of straight men again and again... These are all constantly triggering users' emotions, and the ability to ignite readers' emotions is itself one of the biggest features of these big Vs.

It is said that Mimi Meng always manipulates public emotions in various ways.

Have questions? In fact, good content will manipulate people's emotions. Whether it is new media content, movies, literary works, music, or advertisements, even public service advertisements.

BuzzSumo once counted more than 100 million articles on social media and analyzed the most forwarded articles. It was found that the types of emotions that can cause changes in readers are: awe (25%), laughter (17%), entertainment (15%), happiness (14%), resonance (6%), anger (6%), surprise (2%), sadness (1%), and other types of emotions accounted for 15%.

Of course, these can only be used as a reference. The most important thing is to find the high-arousal emotions of the target population through continuous practice, such as what I often see now: patriotism, anger, excitement, nostalgia, and surprise.

Either you can integrate yourself into the users’ shoes and empathize with them; or you can think from their perspective and break away from parochialism; or you can start by imitating others and constantly tap into the users’ emotional points… Only in this way can you get into their hearts and trigger their emotions.

There is nothing wrong with arousing emotions, but having correct values ​​and a bottom line is a prerequisite.

07

Good title, selected through screening.

With a good topic selection direction, the importance of the title is self-evident. It is estimated that any top new media team in the country is studying how to write a better title.

Oh, no, it’s not about “writing out” better, it’s about “screening out” better titles.

If you want your headline to be more effective, don’t rely on one person’s judgment. Let’s try to rely on science:

1. Based on a topic, write 10 titles. (Determined by the team)

2. Based on your experience with past tweet titles, compare the titles carefully and select 5.

3. Send the title to the fan group and send out a small red envelope for voting.

4. Based on the voting results and everyone’s feedback, combine and optimize the titles and finally finalize them.

Of course, teams with the conditions will also have small accounts with similar fan attributes. The final title will be tested on the small account in advance and then used on the main account to maximize the opening effect of each original tweet.

Author: Mumu Old Thief

Source: Mumu Laozei