Remember that at the beginning of the development of the new media industry, the first batch of players entered the track. Everyone continued to mass-produce content and get a lot of reading; then through various methods, they grow wildly, get more reading, and become one step by step. Head account.
At that time, reading volume was a good thing, and rapid popularity was a good phenomenon.
In recent years, the new media industry has developed rapidly, and the speed has changed so much that it is overwhelming. Sometimes you don't even know that you are still in the industry, or you are already outside the industry.
At this time, although the popularity of content consumption and per capita time are still increasing, users' demand for content is far from saturated. However, the head market has basically stabilized, and it is difficult to find a breakthrough entry. Everyone talked more about "refined operation", "organized warfare in groups", "fan quality", "user life cycle value" and so on.
But there is always a distance between reality and dreams, and everyone wants to realize refined operations as soon as possible. For the vast majority of operators, it is still a more realistic problem to increase the reading volume of official account articles faster, and it is more worth looking forward to to make small articles.
The hot style here is not to say that 10W+ is the hot style. You usually read 1500 on average, and after optimization, an article reaches 3000. This is also a hot style, and it is a small hot style that should be paid more attention to.
Before there was milk, bread was still needed.
So what are the directions to increase the reading volume of official account articles?
To think about this problem, you should first think about these formulas:
Total reading volume of articles = reading volume of followed users + reading volume of non-following users;
Followed user readings = total number of fans x session title open rate;
Reading volume of unfollowed users = total number of users covering Moments x opening rate of Moments titles;
(Users who are not following mainly consider the Moments channel, and other small traffic channels are ignored here)
Total number of users in Moments covered = total number of articles shared x average number of friends in Moments of users;
In summary:
Total number of articles read = total number of fans x session title opening rate + total article sharing x average number of friends in the user’s circle of friends x opening rate of the title in the circle of friends.
Of course, this is not a completely accurate mathematical formula, but it can reflect to a large extent an important component of the total reading volume of an explosive article, and it is completely fine as a thinking model. Set your heart down to think and deliberate, and you can get a lot of inspiration from the direction of operation.
Here, the old thief still mainly extends around the point of "rapidly increasing the reading volume of public account articles".
As can be seen from the formula, I want to quickly increase the reading volume of an article on the official account:
1) The total number of fans cannot be increased immediately;
2) The title of the article is determined by yourself, it is easier to optimize, the effect is quicker, and it directly determines the opening rate of the article in the conversation and Moments;
3) The total amount of article sharing is related to the life cycle of your topic selection, the quality of forwarding users, and the topic coverage of the user circle. It is also directly related to the title opening rate and the article sharing rate.
4) The average number of friends in your user's circle of friends, this will not be optimized for a while, you need to filter users and penetrate the circle for a long time.
It can be seen that if you want to quickly increase the reading volume of an article and create a small hit, you can go to real-time optimization, which should mainly be: title and sharing. Note, I'm talking about rapid improvement!
Let us think again:
The title is the most frequently appeared in it, and you can start optimizing it right away-find a few more people who want to work together on the title, modify the title of the popular article, send it to the title group to vote, test on the fan group, etc., this is relatively fast. And no one clicked on the article, not to mention the amount of sharing.
And sharing, it is mainly determined by the quality of the article content, topic selection direction, reading experience, title, etc. Except for the title, other points are not so easy to move, especially the quality of the article content.
Therefore, to quickly increase the reading volume of an article on the official account, the title with the highest return on investment ratio should be the title. It's not that it's not important to improve the quality of the content of the article, but that the headline is less invested in a short period of time, and the effect is faster.
Therefore, I said that this is a key point for the rapid increase in the number of popular articles!
So when it comes to the title, everyone has been emphasizing that writing a good title can increase the opening rate of the article. In addition, it should have at least two key functions that cannot be ignored: one is to manage the user's expected experience; the other is to promote sharing.
The first is to increase the opening rate of articles:
The title is not to get sick and kill people!
Doing a WeChat official account operation will never escape the topic of writing the title. The title directly determines the opening rate and even the subsequent sharing rate. Sometimes success or failure depends on the title.
Various methods can be used to increase the opening rate of the title to attract more clicks and maximize the opening effect. such as:
Create suspense, curiosity, related to “sex”, related to “me”, contain conflict, use specific numbers, describe details, chase hot sugar daddy, know the body, use contrast, stimulate pain points, provide solutions, highlight benefits, create The atmosphere of urgency, emphasis on scarcity, indicate the region, promise value, use big V endorsements, take stock of collections, add modifiers before and after, imply danger, have guidance and suggestions in the title, directly indicate the beneficiaries, stimulate emotions... and so on.
The main function of such a title is very simple: attract attention, generate curiosity, stimulate interest, stimulate desire, emotional resonance, guide action, and so on.
The old thief has combined the titles of many public accounts in the past and his own practice, and summed up 10 methods of writing titles:
1) Number sign
"5 hours and 3 brushing it is the best in Chinese"
Our brain will prioritize the recognition of numbers. The use of numbers in headlines can increase recognition and stimulate people's desire to open articles.
2) Rhetorical question
"If I can't drink milk tea, what is the use of this skin bag? 》
Interrogative sentences can well arouse users' sympathy and curiosity. The rhetorical question will be stronger, and will often break the reader's past cognition.
3) Chasing hot spots near the thigh
"The Forbidden City has a lucky red rope, Yao Chen, Jing Tian, and Wu Qilong are all wearing it"
This thigh can be famous companies, famous schools, celebrities, celebrities, great KOLs, hot events, etc.
4) Practical dry goods
"You are particularly ugly in your boyfriend's lens?" There are 3 easy ways to worry about it"
The typical one is to tell the reader that you have a cracking method.
5) Quote dialogue
"Congratulations! I saw this most reliable eye cream review before I was 25! 》
The easiest and fastest way is to add the words "you, me", as if the reader is opposite you.
6) Surprise offers
"The designer bag that sifted crazy on INS actually only cost 1 yuan"
First tell users that the product is popular, sales are high, celebrities are favored, and so on. Then create a sense of scarcity or surprise.
7) Dramatic conflict
"Eating midnight snack every night, I lost 30 catties"
The core of dramatization is to create contradictions, conflicts, and contrasts.
8) Curious and suspense
"Follow the trend and buy these lipsticks, you will only get uglier! 》
Stimulate the user’s curiosity, but not immediately reveal the answer.
9) The law of comparison
"Use these 10 small things during the menstrual period, 100 times more than the brown sugar water pipe."
Through the comparison of reference objects, users are more eager to click for further understanding.
10) Checked seats
"What are the hard-to-talk little quirks of Aries?" 》
Through specific tags and attributes, delineate the crowd so that users can't move their eyes away-this article is written specifically for TAs.
These methods can indeed greatly increase the click-through rate of the title, but if you just use it forcibly and purely attract clicks, it can increase the session open rate, but it may also be spam and cannot increase the overall reading volume of an article.
Because the second function of the title is to manage the user's expected experience.
What do you mean?
The first function of the title mentioned above to increase the opening rate is actually to increase users' expectations of the content of the article through the title of the article, so that users are full of expectations and yearning for it, and inspire their interest in understanding.
For example, the Fangtai range hood has created an expectation of no smoking in all directions and no dead ends at 360°. OPPO mobile phones are even more powerful. The expectation of charging for 5 minutes and talking for 2 hours makes users more willing to learn about the product.
QQ screenshot 20190402085625.jpg
So the question is, if you only consider the first function and unscrupulously take the eye-catching headline, the result is likely to be the headline party. You have given users very high expectations, but if your content can't keep up, not only will you not be able to increase the amount of reading in the end, but it will also cause users to be disgusted with it.
Therefore, title management is very important for the user's expected experience.
Title management is actually to balance the expected balance between the title and the content. While raising user expectations and stimulating users’ interest in opening the title, it must also take care of the user’s feelings after seeing the content. The title blows up.
From this point of view, a good headline should be able to exceed user expectations from the headline to the content, so that it can continue to bring reading. To quickly increase the amount of article reading, not only the title must give users a high expectation, but the content of the article must also give users a high experience that exceeds the expected experience.
The title is based on the content to increase the attractiveness, rather than divorced from the content to enlarge the value.
This leads to the third function of the title: to promote sharing.
On the one hand, the expected relationship between title and content directly determines whether users are willing to share.
Even if your content is good, but the user feels that it is too low than the expectations given in the title, and if the title is suspected of being a party, he will not share it. Because he is unwilling to be a communicator of the "Title Party", he is unwilling to give friends on a large scale with the same expected experience.
On the other hand, even if the content is higher than the user's expectations, if sharing in Moments affects his social image, the user will not share it. For example, "Fuck! Fuck off
Therefore, when writing a title, not only consider the amount of reading of your article, but also consider what kind of social image this title will bring to the user. We must benefit ourselves, but also benefit users.
All in all, although the new media industry has been developing rapidly, the head market has stabilized, and organized combat has become a trend. The big players are more concerned about user quality and precise operation.
But there are few heads. In reality, there are more and more people who are still suffering to complete the task of reading. From the perspective of quantity, the number of heads is almost negligible.
In 2019, content creation is still the core competitiveness. No matter what the content is, it must be tangible and helpful to users. And writing headlines is also a core competency, and it is low investment and high return. It is the headline that can quickly increase the reading volume of the article in a short time.
Rather than spending 2 days reading a book about content creation, I might prefer to spend 2 days researching 1000 good titles.