For WeChat editors, how can you write social copy that will increase rapidly in forwarding!

Copywriting in the WeChat era is really tiring and difficult, but there is no way not to move forward.

We all live in the WeChat age: the first thing we do when we wake up in the morning is not to kiss our partner, but to open WeChat and eliminate the red dot. What wakes up the WeChat editor every morning is not dreams, but various KPI assessment data. How to write WeChat articles so as to pass the KPI assessment is also something that many WeChat editors think about every day. Every WeChat article pushed out is a long social copy. How can we make this long copy more human, spread more widely, and increase the number of reposts?

1. Desire is the primary productive force, creating readers’ desire for copywriting

Desire is the primary productive force in copywriting communication, which stimulates readers' desires or satisfies certain desires of readers. Curiosity is a human desire. We often say that we need to arouse the reader's curiosity so that he will click in to read your copy. The desire to peek is the long-lasting driving force that guides readers to open social copy.

1. Attract readers’ attention and satisfy their desire to show off themselves

In the process of writing social copy, I often hear the phrase "your article should be interesting." The so-called interesting actually satisfies the readers' curiosity to acquire new knowledge, while sharing and forwarding your copy satisfies the readers' desire to show off themselves.

For example, take the article "No Spoiler Science: The Winter Soldier Didn’t Die After Jumping from the Building?" from Guokr.com. The psychological activities of people who share the article "This is unscientific" on their Moments are often like this: "See, I also understand these things. I am a person who believes in science." People who share creative posts want to show that they are interesting people. Sharing articles about activities shows that you are ambitious.

(The recent hot topic caused by the Winter Soldier jumping off the building in "Captain America 3")

2. Satisfy readers' curiosity and provide practical learning

Secondly, your copy is practical and can also be a reason for readers to spread it on their own initiative. Because your articles are enough to make people learn something, because now is the era of practical information . If you don't read some skill posts, you'd be embarrassed to say that you have something in your mind.

Li Jiaoshou’s social copywriting is very successful. Before releasing new content, he will send a picture to inform users what content he will release tomorrow. This makes readers feel anticipation and desire to read this practical copy. He knows very well that such reading habits will attract readers, and this is what creates readers' desire for copywriting.

(Preview from Li Jiaoshou’s official account on May 9)

Therefore, when we start writing social copy that is of the practical type, we should not rush to get straight to the point. You need to first give users a reason and an expectation as to why they should continue to read your copy. All forwarding has a purpose, whether it is conscious or unconscious, you can always get a glimpse of the little tricks hidden in this action.

2. Create relevance between social copywriting and readers, and socialize

Li Jiaoshou has previously talked about the difference between X-type copywriters and Y-type copywriters, saying that X-type copywriters are like poets who often fall into a kind of self-satisfaction with grand narratives, but the copywriters they write often have little connection with the audience, let alone any pain points or itch points. Be a good copywriter, not a good poet.

Everyone must have seen the disaster movie "2012", it's so famous. But have you ever thought about why it is more popular than other disaster films?

(Comparison of disaster film copywriting shows the difference)

"The Annihilation", "Armageddon", "Skyfall", "The Great Tsunami", and "Armageddon" are all Hollywood disaster films, but who is interested in these films? But "2012" is different. When the movie was released in 2009, the legend of the doomsday of Mayan civilization was widely circulated, and it was believed that the world would be destroyed in 2012. Such intuitive numbers, as the text of the movie, are closely related to all of us. In three years, the world will end and I will die. Compared to those copywritings like "San Andreas" which have grand narratives and shocking stories, the copywriting of "2012" is characterized by numbers, simplicity, directness and relevance to us.

You see, as early as 2009, there were copywriting masters who knew how to use Internet thinking and short, concise and fast copywriting to reach a wider audience and faster speed.

Many marketing accounts have recently pushed social media content related to "Ode to Joy". In fact, what does "Ode to Joy" have to do with us? But after creating a strong connection, we all want to read it. For example, in the finale of “Ode to Joy”, have you found your own class? ］This social copy creates the relevance of "Ode to Joy" to us and makes us curious about our own class.

(Social copy posted by a public account on May 10)

Therefore, when writing social copy, you must focus on social interaction with users and create connections.

3. The power of copywriting comes from thinking and perspective

The power of copywriting does not come from words, but from thoughts and opinions. Writing social copy is even worse. Social copywriting is not news reporting. It does not require you to look at everything objectively. Instead, it requires independent thinking and clear-cut opinions. Such social copywriting is more enjoyable to read.

Many times, users need social copy that contains thoughts and opinions, because most people don’t know how to express themselves or how to act. Your opinions are likely to give them guidance and direction. For example, Mimi Meng pushed the article "Do you think you don't have to study after graduation? Bullshit", clearly expressed her point of view to us: we must continue to study even after graduation.

(Social copy posted by Mi Meng’s WeChat account on May 10)

The social copywriting of @菠菜, an emotional celebrity on Zhihu, is a living example. Her articles often express some special viewpoints. She changes the traditional view that girls should be reserved and believes that women should strive to take the initiative, and if they fail, they should regard it as an experience of flirting with men, in a free and natural way.

(Spinach’s public account: Screenshot of a social copywriting with a bit of inferiority complex)

4. Increase user stickiness and make your opinions more influential

Having an opinion is not enough, you also need to know how to spread your opinion to others more effectively? How to make your opinion more influential? Nowadays, the number of public accounts lost is increasing every day. It is too easy to unfollow, and there is no cost at all. We are frustrated as we watch the number of unfollows increase. We cannot sit and wait for death, so if you want readers to follow your official account and continue to read your social copy, you need to increase user stickiness and prevent a high churn rate. Sticky social copy has the following characteristics:

This is the viewpoint put forward by the famous authors Heath brothers, who believe that sticky ideas should have these six characteristics.

Social copywriting is also one of the creative ideas we create every day. A simple, concrete title that gives users a little surprise, content that exceeds their expectations, and convincing opinions or powerful examples naturally make it credible. Occasionally, we will express some emotions or write some of our own stories.

For example, Strawberry’s article “I spent two months writing six hot marketing articles ” is not only his own story, but also the story of all marketers. No one can do every hot marketing perfectly. Even a marketing giant like Durex can suffer a Waterloo (three-hour live marketing event). The title itself meets these six characteristics, so it caused quite a stir at the time and had a huge influence. (Although I think the number 6 is more beautiful, I have obsessive compulsive disorder)

(15 public accounts reposted this article)

A certain public account has positioned itself as an expert in gender relations and created many technical terms in gender relations, such as PU = parent-child uncertainty and MV = partner value. This is what makes the official account’s personal brand unique. Only she has such theories and opinions. This public account regularly uses its own theoretical system to express its views and thoughts on readers' questions in letters, and has won over countless young girls.

(Screenshot from the official account)

Every question that a reader writes in will be directly placed in her social copy, with one question and one answer. When readers read these answers, it is like reading a story, and they will also be given a correct solution. Why not? Maybe I can find similar cases in these stories and get solutions there.

Social copywriting in the WeChat era is about creating content, creativity, communication, and socializing. There are many ways to write social copy, the key is how you use it. Copywriters in the WeChat era, since you have chosen to brave the wind and rain, then go ahead bravely.

Drink this bowl of Meng Po soup, forget the pain and move on.

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This article was compiled and published by (APP Top Promotion) by @犀利姐. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!