As can be seen from the historical data of official WeChat accounts, the historical headline reading data is around 90,000, and the data is at a medium level among many official WeChat accounts.
However, it is this historical headline with a reading volume of less than 6.5438+10,000 that has made this 4 million explosion. If something goes wrong, there must be a demon. So where is the explosion demon of "Interesting Youth" and what is worth learning for our operators?
First, the topic is good.
Whether an article can become an explosion depends largely on the topic. If the topic is not well selected, the follow-up efforts are doomed to be inefficient.
Whether a topic can break out can often be judged from three aspects: first, whether the coverage of the topic is large enough; Second, whether the topic selection angle is painful enough; Third, whether the topic is over-consumed.
Topic coverage refers to the number of potential readers of your topic. If your topic can cover100000 people, it is not so difficult for you to write an article on100000+,but if your topic only covers100000 people, it may be more difficult for you to write an article on100000+. The article "Interesting Youth" covers the post-90s generation (in China, post-90s refers to the generation born in 1990- 1999). According to the census of China in 20 17, the post-90s generation accounted for about 16% of the total population of China, about 230 million, and the topics involved a wide range of people.
In this case, what do you care about after 90? And how can we poke the pain points of this group as much as possible? The answer given by the interesting youth team is to use the childhood memories and feelings of the post-90 s.
In fact, we usually read some articles, TV series, cartoons and snacks about the childhood memories of the post-90 s more or less. You went to Baidu to search for "memories of the post-90 s", and there were 4.8 million search results, indicating that the pain point of this topic selection angle is painful enough.
The degree of consumption of topic selection is the factor of adding time, that is, whether you can get the bonus of time when you do this topic selection. Although this topic is raised from time to time every year, because the content is poorly produced and not widely spread, the interesting youth team just got the bonus at this time (why is it accidental? Details are explained in the second part).
Second, the content is well made.
Using horizontal screen, a special graphic form, is like playing a video tape. Time moves forward step by step with the sliding of our fingertips. It lists all the major events experienced by the post-90s generation, including all childhood memories of the post-90s generation, including copying lyrics, throwing sandbags, repeating machines, beautiful girl warriors, digital treasures, Pearl princesses, and pigs with bright spring. ......
When talking about the topic selection angle, I mentioned that there are many articles on the Internet about the memories of the post-90s generation, but * * * these articles are either incomplete in content or unattractive in expression (pure text or pure pictures). The Fun Youth team has reduced these two shortcomings as much as possible in their own graphic production, presenting readers with an illustrated graphic form.
Third, the timing is right.
In addition to the time advantage mentioned above that the topic has not been excessively consumed during this period, there is also an important opportunity to coincide with the Spring Festival;
For the post-90s generation, the current Spring Festival has two obvious characteristics: First, the taste of the year is weak; Second, when I go home for the New Year, I face bad worries such as being forced to get married, dating, and giving red envelopes to my elders and children. Therefore, the post-90 s especially miss that carefree childhood. At that time, there were so many delicious snacks, fun toys, good-looking cartoons and TV plays. Now, in addition to studying and working every day, I have to deal with these troubles when I go home during the rare Spring Festival. However, this article can take us back to that wonderful childhood. Although it was short, it just hit the heart of the post-90 s.
First, the original title is poor
The original title of this explosive article is "National Unified Examination Paper for Post-90s Examination Questions", which is relatively poor. On the one hand, the title is not particularly eye-catching; On the other hand, the title is inconsistent with the content of the article with great feelings.
Therefore, if the team carefully considers the topic, the reading volume may increase a lot.
Second, the opening content is not attractive enough.
In fact, when I saw this article, I felt that there were few memories listed in the opening content a few years ago, which were basically major events at home and abroad. For the post-90 s generation, there were not many memory points and moving points. In order to prove my feelings, I specially forwarded this article to several editorial friends and asked them how they felt about it. They all gave the following answers: the article is long and the opening content is not eye-catching, so I will have a desire to jump out when I see half of it;
Joseph Sugarman, a legend in the field of copywriting, put forward several axioms of copywriting in the Copywriting Training Manual, among which axiom 3 said that "the first sentence in an advertisement is to let the reader read the second sentence" and axiom 6 said that "creating a slide effect makes your reader unable to stop reading the copywriting, just like sliding down the next slide."
But at first, the interesting pictures and texts of young people didn't give readers the feeling that they couldn't stop after reading the first sentence/picture. Although this article of interesting young people is not an advertising copy, a good article should also conform to this axiom.
Third, Racine is not doing well.
I have paid attention to interesting youth accounts before. Its historical headlines are basically in the form of this kind of graphic production, but this time it adopts the special form of horizontal screen, so this article should only be the normal push of the interesting young team, and their team did not expect this article to explode, so they did not expect to use this explosion to pull new guidance at all;
I remember that the North American Student Daily, the official account of WeChat, once had a million explosions, and at the end of the article, there was "reply to a keyword, you can view a certain content". As a result, this explosion made the account powder a lot (because only paying attention to the account can reply in the background);
However, the interesting youth team did not do such pull-ups, and even did not take other pull-ups when predicting that the article would be explosive. Even if the original text can't be supplemented and modified, it can skillfully use the top function of the message area to add a sentence "reply after 90, see more memories after 90" in the background (just an example), and can also use explosive articles to increase powder more effectively.
At the moment when the traffic dividend of WeChat official account has disappeared, the operating cost and traffic acquisition cost of WeChat official account are growing rapidly. How to create an explosion of your own, I think we still have to spend more time on "content+operation", maybe the next explosion is yours.