Tips for creating popular short video titles

Different from the public account push model, Toutiao's recommendations rely on the system. Only after being recommended by the system will the article appear in the user's information flow. So how to create a popular headline on Toutiao? Duocai introduces three tips that are easy to learn and use.

Tip 1: Use more buzzwords

What are hot words? They are words that are very popular within a period of time. If you are not sure, you can select some keywords based on the content of the article and search.

There are two channels for searching. One is the information flow of Toutiao client. For example, if we search for "Mid-Autumn Festival" and look at the results in the information flow, if there are many popular articles in the information flow, or many topics that arouse discussion, then this is a hot word.

Another search channel is Toutiao’s backend function laboratory - hot word analysis, which allows you to enter different keywords and compare their popularity.

Tip 2: Highlights in the front

According to the primacy effect, when different information are combined, people always tend to pay more attention to the previous information.

In the first tip, we already know how to get hot words, so throwing out high-traffic keywords, hot spots, and insightful ideas at the beginning is the key to the success of the title.

Tip 3: Five elements to attract attention

1. Numbers: Short and concise numbers can reduce the cost of human brain thinking. Unlike exaggerated proportion numbers such as 99%, they are numbers with specific references.

There are two ways here: numbers + contrast + suspense, "Why did Zuo Zongtang, who had only 60,000 troops at the Western Political Science and Law Institute, defeat Yakub Beg's 200,000 elite troops in just one and a half years?"; the other is numbers + endorsement + foil, such as "With only 2 million yuan, a real and tear-jerking Beijing was filmed, and 30,000 people on Douban gave it a full score."

2. Contrast: Utilize human cognitive psychology to compare things and phenomena, thereby highlighting the essential characteristics of the things being compared. The comparisons are divided into four categories:

(1) Comparison of the same level, that is, the analogy of events, such as "Gu Hye Sun's divorce incident is more exciting than the TV series" here "divorce incident" and "TV series" are a comparison of the same level;

(2) Comparison of circumstances, that is, similar people, events, brands, etc., with similar starting points but different endings, such as "Uniqlo was snapped up, but Muji was out of business", Uniqlo and Muji are a comparison of circumstances;

(3) Time comparison, such as “it took only 27 years from discovery to extinction”;

(4) Comparison of stances. This can be the change in stance of the same person at different times, or it can be the comparison of stances of different people. For example, “believers and enemies of Quanjian” is a comparison of stances.

3. Details: Adding details to the title can make the content more three-dimensional and more attractive.

You can use the "details + revealing tone + emotional resonance" mode, for example, "The decrypted photos of Qingdao a hundred years ago, the contrast between the Chinese and German soldiers is heartbreaking"; another example is "You only saw that Wu Yishu was admitted to Tsinghua University, but you didn't see that her father turned off his phone at 4:30", here "turning off the phone at 4:30" is the detail.

4. Rhetorical question: It is often used to express emphasis. It is to deliberately ask a question, ask knowingly, and answer one's own question.

What needs attention here is that the questions should not be mysterious, but should be questions that concern the public, interesting and down-to-earth questions, and highly controversial questions.

For example, "A shortage of class teachers has hit primary and secondary schools. Why are many teachers unwilling to be class teachers?" This is a question that the public is concerned about. Another example is "What kind of noodles is in TVB's 'Are you hungry? I'll cook you a bowl of noodles'?" This is an interesting question. Correct use of rhetorical questions can inspire readers to think and add to the ups and downs of the title.

5. Story: Visual effects and dramatic conflicts are elements that make a title more story-like.

You can use the model of "camera sketch + opposing subject + character language", such as "In 1950, the People's Liberation Army came here, and the Kuomintang soldiers said in tears..."; or "follow hot spots + drama + suspense", such as "Why is Qianlong the most tragic emperor in the Qing Dynasty".

In the Internet age filled with massive amounts of information, an eye-catching title is the key to leading content to break through the siege. I hope that the title writing skills shared by Duocai can help your work stand out from the crowd.

Author: Colorful Interactive

Source: Colorful Interactive