New media operation, how to write a hit article?

In the past few years, many types of articles have become popular on WeChat official accounts.

"Chain of contempt", "Cause to XX", "Destruction body", each of them has been used crazily after becoming popular, which eventually makes readers visually fatigued.

But there is a type of article that comes up with new ideas every year and creates surprises in terms of traffic every year - articles about regional food.

Because there is an endless supply of materials and insights, changing the way of presentation can often create an unexpected effect.

Attracting people within a certain circle and expressing their "relatively scarce" resonance in the outside world can often lead to widespread forwarding.

These articles also have four things in common.

The intuitive effect of video can reduce people’s reading costs. If pictures and texts want to get the same opening rate, they have to work hard on the title.

1. Tell stories to make them vivid

Dry text descriptions cannot resonate with readers. Only by combining "emotion" and "food" and telling a vivid story can you touch the hearts of readers.

"No Duck Can Leave Nanjing Alive" plays a gray area and readers will be curious: What kind of duck can't leave Nanjing?

In 2017, the average reading volume of "Inspur Studio" was tens of thousands, and this article with 100,000+ views was very eye-catching. Later, the topic was made into a comic strip and published on the "City Wandering Plan".

"The person who advised me to go to Yangzhou in March was blocked by me" also uses stories to attract readers. The number of readings of "福桃九分包" rarely exceeds 30,000, while the number of readings of this article is 90,000+.

2. Sense of dialogue and full of emotions

Concepts that are too abstract cannot trigger more resonance, "Kill me, I won't dip sesame sauce when eating hot pot!" "No coriander! No cilantro! I told you not to use cilantro! 》 sets up a dialogue scenario for users.

The title helped the article get a higher opening rate. The average reading volume of "Local Scenery" was over 20,000, and the reading volume of "I won't dip my hot pot in sesame sauce even if you kill me!" was 48,000.

"I won't dip sesame sauce in hot pot even if you kill me!"

3. Create contrast and conflict

This title technique is similar to contrast and can serve to emphasize the topic . For example, the film produced by Feizhi , "Why can we eat such smelly noodles?" 》 , after seeing this, users will want to open it: What kind of powder is it that makes people eat it even though they have to endure the stench?

The average reading volume of "Fei Zhi" is 18,000, and the reading volume of this article has reached 51,000.

4. Borrow fame and seek endorsement

The celebrity halo can increase the credibility of the content and increase its exposure. The title of the 100,000+ article "Douban score 8.6, Chen Xiaoqing finally extends his chopsticks to Chaoshan" borrows the fame of the famous food director to increase its appeal.

Adding regional labels to food articles to attract "relatively scarce" attention is a very effortless way to attract attention. Users are also willing to "put on" this label to prove their "identity characteristics."

The worst thing about food articles is that they are out of touch with reality and talk in general terms. Instead of "casting a wide net" to attract users across the country, it is better to focus on one place and make the most of it. Sporadic attention in the same area can be turned into huge traffic through forwarding.

"You Know Nothing About Heilongjiang" goes against the statement of "Northeast" and limits the scope of the article to one province. It introduces delicacies such as "Daqing Milk Powder", "Frozen Pears and Frozen Persimmons", "Xiangqi Sauce", "Wudalianchi Dried Tofu" that are little known to outsiders, awakening the common memories of Heilongjiang people and making people feel more at home.

The reading volume of "24 Seasons Private Enjoyer" is usually several thousand. This article has more than 100,000 views and 3,452 views.

You Know Nothing About Heilongjiang

Similarly, the article "Chaoshan people pickle everything they see" also focuses on the "Chaoshan" region, introducing the various pickled delicacies of the locals, which has aroused the recognition and active discussion of netizens.

Comments from netizens on "Chaoshan people pickle everything they see"

"Compared with Jiangxi, the spiciness of Hunan and Sichuan is just rubbish" focuses on "Jiangxi" and "looks down on" Hunan and Sichuan, which are famous for their spiciness, attracting attention. The average reading volume of "UpFlow" is 20,000, and this article has reached 61,000.

Of course, defining a regional scope is not the only method. You can also use some kind of "food" to awaken the regional complex.

"Hunan Rice Noodles Are the Best in the World" comes from "Interesting Report", an official account with an average reading volume of 20,000+, and this article has 100,000+. This article focuses on Hunan, and the word "first" brings a sense of pride to Hunan readers. "Shanxi noodles do not accept criticism" has the same effect.

In addition, you can also use the unique geographical environment as an introduction to awaken the reader's homesickness. For example, "These delicacies include a Northwest you have never seen before":

《These delicacies contain a Northwest you have never seen》

Without the “first-person perspective” advantage of video, pictures and texts must depict the feeling of being there in order to make the food story come alive. Constructing a specific scenario for users and conveying the experience at that time can make the article more contagious.

1. Be meticulous when recreating a scene

"In Guangdong, having free time is not just a polite word" writes, "Tea is brewed in teacups, dim sum is solid, there are aunties pushing dim sum to sell, and waiters carrying teapots back and forth." The author describes in detail the scene of Guangdong people drinking tea, making the user feel "I am there."

"When I was praising Beijing roast duck as the most delicious in the world while rolling it in a lotus leaf pancake, my Nanjing buddy frowned... as if he was lost in some memory: 'Only Nanjing roast duck is the real roast duck'."

The 100,000+ article "The Religious War of Nanjing Roast Duck" takes readers to a specific dinner scene at the beginning. Netizens also actively interacted with it. The comment on the article "The braised meat is the soul" received 1,052 likes.

Video is more intuitive, but the images are fleeting. In pictures and texts, the use of animated images can not only make the scene "come alive", but also allow users to "recall it again and again".

"Chaoshan people pickle everything they see"

2. When describing experiences, use exaggerated metaphors

In addition to realistically describing the scene at the time, the author's inner feelings are also a good helper in triggering empathy. Exaggeration, metaphor, rhetorical question and other techniques can be used here to enhance the appeal of the text and make users empathize.

《These delicacies contain a Northwest you have never seen》

3. Amplify your senses and use verbs

As mentioned above, "eating" is something that is full of the flavor of life. Concrete descriptions can give readers a clear understanding of food, create a sense of picture, and make them more easily moved.

Abstract concepts are empty and powerless; only by amplifying the senses can the reader’s taste buds be stimulated. One of the most practical techniques here is to use verbs flexibly and magnify the details.

"Huzhou: A treasure town south of Taihu Lake, spring bamboo shoots, lake fish and river fish keep your mouth busy" comes from the "Penguin Food and Drink Guide," which uses words such as "freshly cut," "sprinkled," and "poured" to describe the process of serving food, triggering the user's senses.

Since May 17, 2018, "Penguin Food and Drink Guide" has published a total of 520 articles, and this 100,000+ popular article ranks fifth in popularity.

Huzhou: A small treasure town south of Taihu Lake, spring bamboo shoots, lake fish, and river fish keep your mouth busy

How to recreate the image of a "Northeasterner who loves skewers"? The dry statement "They love to eat skewers" is not convincing. Only by visualizing the scene of eating skewers can readers be convinced.

"Give Northeastern people a stove, and they can bake the world"

This 100,000+ read article also ranks among the top popular articles in "24 Seasons Private Enjoyer".

Active verbs, magnifying details and even “creating smells”. "The stench was wrapped up by the stuffiness in the store." Seeing this, readers will use their imagination and may even have a physiological reaction.

"If you don't eat snail noodles, reality will be like a hundred ugly old women chattering all day long"

This 100,000+ like article sparked heated discussions among netizens, with the top four comments receiving more than 1,200 likes.

In addition to selling feelings, food copywriting can also go in a humorous direction. "Give Northeasterners a stove, and they can bake the world" uses a teasing tone to narrow the distance with readers ; making good use of emoticons and Internet buzzwords can also make the article interesting.

10W+ article "Guangxi people, the king at the top of the food chain"

In addition, comics are also a good helper for a lively writing style. The short and heart-wrenching narration, coupled with the magical comics, reduces the cost of reading and makes it easy for users to read. For example, "Shandong Pancakes Are No Joke" produced by "Qiao Xiaotong Comics".

Shandong's pancakes are no joke

This comic strip, with 37,000 views, stands out among a number of articles with “thousands of views”.

Of course, humorous writing style is just a style of expression. Many articles are just for making people laugh and then are forgotten in the massive flow of information. If you want your content to gain more user stickiness, you have to provide "incremental information" . This performance can be "providing strategies" or "popularizing scientific knowledge".

"How can you eat noodles that smell so bad?" 》 The article does not simply seek to attract attention, but starts from the question "Why is it so eatable?", introduces the development history of snail noodles, and reveals the reason why it is "stinky". Such articles satisfy people’s curiosity for knowledge and can also serve as social currency.

The article "Compared with Jiangxi, the spiciness of Hunan and Sichuan is just rubbish" provides a comprehensive "argumentation" on "Jiangxi spiciness", from the "legend of the spicy food lover" to the "export share", which is well-reasoned and has a high density of information.

"Compared with Jiangxi, the spicy food in Hunan and Sichuan is just rubbish"

The program "Dating a Cantonese Person: There's No Bag Costing 20,000 Yuan, But There's Plenty of Soup Costing 2,000 Yuan" produced by ONE Art and Life also provides popular science on the customs. The reading volume is 20,000 higher than the average.

"When dating a Cantonese woman, you won't get a 20,000 yuan bag, but you'll have plenty of 2,000 yuan worth of soup"

For thoughtful articles like "Give Northeasterners a stove, they can bake the world" , which provide strategies, are you worried that users won't save them?

"Age", "region", "gender"... No matter which label it is, it is an angle to enter the content.

The humanistic care, practicality and fun behind it are the real reasons why readers buy into it.

Honestly creating good content and using techniques to enhance it may be the real outlet for food articles.

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Author: DaDaer

Source: Mumu Laozei