In 2020, there are many content platforms besides Douyin, Kuaishou, Xiaohongshu, WeChat, and Weibo, and these content platforms also carry countless content creators.

Therefore, no matter which platform we are creating content for, there is one problem that we cannot avoid, which is how to make people remember you when faced with a large number of UGC authors? How to stand out?

Some friends are particularly smart: differentiation! vertical!

We blurt out these common words, but we don't understand them deeply and never think about why we have to stay vertical?

The purpose of telling you all this today is not to give you empty theories, but to tell you clearly that knowing why you do something is more important than knowing how to do it. So we should not be vertical just for the sake of being vertical, but we should really understand what vertical means and why we are doing this?

1. Remembering Decision Costs

All of this is closely related to the cost of memory decision-making. Sorry, I have to use a new vocabulary again. Although it may seem difficult to understand, you will understand it after I explain it to you. So what exactly is the cost of memory decision-making?

As a content consumer, after opening the App, you can see N notes and N bloggers. Users click on a note, go to a person's homepage, and browse the content. This process requires his patience and time. Use this patience and time to understand you as a "person". But what constitutes you as a person? Account attributes, content classification, and the core value that can be obtained from your content, and judging whether he likes you in a very short time, this process is called memory decision-making.

(There are many bloggers and new content on the Xiaohongshu Discovery page)

With a massive number of content creators today, users’ memory decision costs are constantly increasing. In the past, I was willing to spend a few minutes to get to know someone, but now I only have a few seconds of patience. Therefore, it is imperative to reduce users’ memory decision costs for you . In other words, how can we make users remember me within a few seconds?

2. Reduce the cost of memory decision-making

So if we want to be remembered by users and make them our fans, what role can we play in this process? The first and most important thing, of course, is to output content that is valuable to others and make your own content valuable enough to be needed by users. What else? Obviously, simply producing good content is not enough.

If your homepage contains a wide variety of content, including outfits, beauty, food, travel and other categories, and a user clicks on your homepage because of a note on outfits, but sees more notes on food, he certainly won’t choose to follow you. Or, maybe you have written a lot of outfit notes, but because other categories are mixed in, users cannot determine what this account is about in a short time, and most likely he won’t choose to follow you, and you have wasted an opportunity to convert users to follow you.

(An account with high verticality of content)

(An account with low account verticality)

Therefore, while we are outputting good content, we also need to minimize the user's memory decision-making costs. So how do we minimize the memory decision-making costs?

That is to only do one thing, and everything I have only serves that one thing . If I do that one thing to the extreme, can I solve this problem?

My avatar, my profile, my content categories, and even my content cover, everything does just one thing.

If you do this, you can clearly feel the fan growth rate has accelerated. Why?

Because the decision cost for users to remember you has been reduced, in the past, when you had more classified content, it might take me more than a minute to remember you, but now it only takes me 5 seconds.

So why do we go vertical?

Is it because of what everyone said, that the system provides traffic?

The system is just a robot and doesn’t understand anything because we need to reduce the cost of user memory decision-making.

Do you understand what to do next?

Author: Mr. Elk Sky

Source: Mr. Elk Sky (milusir94)