The routine for creating “screen-sweeping” and “explosive” marketing cases!

Nowadays, there are far more people who write articles to teach others “how to create a screen-sweeping case” than those who actually create a “screen-sweeping case”.

Many articles are well- written and seem to be full of useful information , but in fact the authors have no experience in handling hit cases, and what they write is all nonsense. So after you finish reading, you find that the case you worked on is still the same, and you have to rely on increasing the number of views and clicks to barely maintain your appearance.

So, let me brag about myself first: Friends who have followed me before should know that I have been in NetEase Cloud Music for many years and have done several small cases with low cost and high dissemination; I have also run a public account and wrote several articles with more than 100,000 followers with less than 1,000 fans.

I summarized and reviewed it before I dared to write it down and share it with you.

Whether it is soft articles, H5, or videos, no matter what type of communication material, as long as they want to become a hot-selling item on social media , their content has the following characteristics , which you can match as needed:

1. What should I do if I am so miserable?

This is the most commonly used theme for producing explosive content. The so-called "What if I am so miserable?" means that the characters, plots, stories, etc. reflected in the content of the communication material are all "tragedies that I may encounter" in real life.

People are naturally interested in this kind of content (actually they are afraid of it) and are happy to share it, hoping that the power of sharing can reduce their personal fear.

For example, at the end of last year, the article "Midlife Crisis under the Beijing Flu" went viral on WeChat Moments . The mentality behind everyone forwarding and sharing this article is, "This person is so miserable! What if I were so miserable? Share it and let's discuss it together!"

For example, at the end of last year, an H5 produced by Shenzhou Special Car - "Michael Wang was late for the flight this morning" was also a small hit among office workers. This H5 tells the story of a white-collar worker who forgot to bring his ID card when rushing to catch a flight, spilled his coffee on the ground, and had to send an email to a client but his computer ran out of power, etc. This hits the pain point of many office workers - although they may not be as miserable as Michael Wang, they will have some fear in their hearts and thus spread the news themselves.

2. It is good for me after I share

As the name suggests, it is to embed the interest point of "I can get benefits after sharing" into the communication material.

Why are Pinduoduo and Yunji Weidian ’s group-buying H5 so popular in WeChat Moments ? Isn’t it because every time I share, it may bring me benefits? Why are Xinshixiang and NetEase’s micro-classes so popular in WeChat Moments? Isn’t it because every time I share, I can get a little bit of tuition reduction?

3. I am who I am, fireworks of different colors

In the age of social media, the desire to perform is everyone's most basic desire. The purpose of everyone participating in social media is to create a unique self in the virtual world of social media in order to gain recognition and admiration from more people - at the same time, to express themselves and find people like them.

Therefore, any content that allows people to express their uniqueness has the potential to go viral.

1) The first thing to consider is testing, including various test questions. For example, the user manual of NetEase Cloud Music that went viral not long ago is actually a creative way to play with ordinary psychological test questions: using personality tests, zodiac tests, and psychological tests as a starting point for creativity, you will find a lot of content worth spreading.

2) In addition to the test questions, there are also creative ideas based on your "face" that are very eye-catching. Whether it was the "Test how similar your face is to celebrities" five years ago, or the "Test what you look like in military uniform (military uniform face-changing)" and "Test what your child looks like (primary school student body face-changing)" that have been frequently screened in recent years, they are all based on the user's "face".

In this age of beauty enhancement, users, especially female users , will not miss any opportunity to show off their faces. As long as the generated look is good, they will share it regardless of whether it is an advertisement or not.

Click to view case details: https://www.digitaling.com/projects/22650.html

4. Wow, this is awesome

“Wow, this is awesome” means that if your material can make the audience exclaim in this way the moment they see it, then the possibility of your material becoming a hit is very high.

There are generally three ways to make users say "Wow, that's awesome":

1) Awesome design

The material itself is extremely well-made. For example, several H5s previously made by W Company are extremely cool or beautiful. As soon as you open them, you will think wow, they are so cool and forward them.

Click to view case details: https://www.digitaling.com/projects/13596.html

2) The form is awesome

For example, last year, the Local Climate Survey Team on a public account made an extremely long one-shot picture advertisement for Pechoin . It was the first time for most readers to see this format, and after seeing the long picture on the public account, they felt like they were watching a movie , so they forwarded it one after another.

3) The content is exciting

What content is stimulating? Sex, violence, political gloom. Of course, stimulation is a double-edged sword. If used well, it can become a hit, but if used poorly, you will become a hit yourself.

A few years ago, an app called Youjia hyped the topic of "Post-90s girls exchanging their bodies for travel", which went viral on social media. The company was subsequently ordered to close and rectify.

5. I am a person with a strong sense of justice

Any mentally normal person would like to portray a positive, optimistic, kind and generous image on social media. The shaping of these images can only be gradually achieved through the publication of corresponding content on social media. And if you can help people publish this kind of content more easily, it has the potential to become a hit.

For example, Alipay 's Ant Forest was very popular last year because it hit two points of users' need to express positive energy - daily exercise + caring about the environment, which made its image on social media much more positive;

For example, last year Tencent Charity launched the one-yuan painting purchase campaign. Just by forwarding the message and spending one dollar, one can participate in such a large and impressive charity event - it is a once-in-a-lifetime opportunity for many people to show their positive energy on social media at a very low cost - therefore, on the day of the event, almost everyone in the circle of friends was posting children's paintings.

6. It just touched me!

This is a very difficult criterion to judge and the most difficult to learn. It is also the ultimate reason why you have read so much useful information but still cannot create a hit product.

Because no matter how great an advertising creative person, writer or director is, they don't know which words or shots touched which person.

So, I think that if you want to create content that touches people, you can first try to impress the people around you who are not involved in the project at all , and try to understand their real reactions. If they are moved, then congratulations, your work may be popular. If they are indifferent, it doesn’t matter. Maybe someone who sees your content will burst into tears in front of the mobile phone screen.

For example, the subway advertisement of QQ Music has 1,000 sentences, and there is always one sentence that touches you! Maybe you like this sentence, maybe I like that sentence, but it doesn’t matter, we all forwarded it because we each like it.

PS: If you meet one of the above six points, you can ensure that your material will not be too bad; if you meet 2-3 of them, it can become a hit in a small range; if you meet 4-5 of them, it can become a classic case of the year; if you meet all of them, you can sweep the Cannes Advertising Festival Gold Award~