Analysis of characteristics of self-media writing and analysis of communication rules

- Taking the public account "Insight" "I know you are very tired recently, but keep at it" as an example

According to the Qingbo Index rankings, among the top ten articles in terms of reading volume and number of views, this article ranked ninth on the list on December 11. Excluding eight articles from the People’s Daily, this article The article ranks second in the number of reads in self-media. From a data point of view, this article is very successful and worthy of analysis.

Before grasping the characteristics of articles, you need to understand the characteristics of the platform, because channels are the carriers of content. Different platforms have different communication modes, which will produce different article styles. This is also the fundamental reason for the formation of the characteristics of self-media articles. .

1. Vertical production

For current mobile phone users, there is a huge amount of information on the Internet, so people often only choose the content they are interested in to pay attention to. As a WeChat public account writer, while using your imagination, broadly connecting with the reality of life, and exploring good stories around you, you must not deviate from your product positioning. Otherwise, fans will not be able to see the content they want to see, and the meaning of attention will be lost. In the long run, it will A large number of fans in vertical fields will be lost. Or the topic of the articles in the official account is not clear, and the audience cannot accurately position the official account, making it difficult to form a fixed and loyal fan group. For self-media articles, communication power determines influence. How far an article can spread depends on the number of people who are willing to share it. The number of people sharing it depends on the fan base. Therefore, fans are the first step in spreading.

The positioning of Insight is "different viewpoints, different stories, providing valuable and interesting extended reading", and this article belongs to the type of ideological output and chicken soup for the soul, and the theme is very consistent with its positioning. It also meets the expectations of fans. He succeeded in taking the first step of good communication.

2. Grasp the pain points

This article mainly expresses the difficulty of young people’s lives. They are busy at work, black and white are confused, and they are extremely tired but shoulder the mission of the entire family. They cannot give up. Marketing is the biggest pain point for all people who need work at the moment - the miserable and helpless current situation of survival. Moreover, the main body of this article involves workers from all walks of life, and the entire content can arouse the excitement of most people. At the same time, this article does not continue to be negative, but sublimates at the end of the article. Finally, two perfect examples are used to bring the article back to a positive and uplifting tone, giving people a sense of excitement. The article is emotionally driven, using misery to manipulate people's dissatisfaction, but also uses the emotion of struggle to fill the gap caused by misery, so that people can feel psychologically satisfied and comforted, making it easy to accept.

3. Combining commentary

Compared with the profound principles, the storyline is more attractive. Each part of this article tells a story. The whole article tells 13 stories and quotes 3 famous quotes. On the one hand, it makes the article more convincing and credible. On the other hand, it also makes the article more convincing. It doesn't seem to be an empty principle, and it also makes the article look more plot-based and attractive.

But at the same time, this article adds discussion based on the story. After writing a story, I comment a few sentences to reflect the depth. These explanatory sentences are the finishing touch of the article. Different stories have different emphases in different articles. The purpose of comments is to make the article more consistent with the theme, highlight the theme, reflect the thoughts more, and capture the reader's heart more. People are unconsciously brought into the situation by the words of these comments.

Only the combination of commentary and commentary can bring out the greatest value of the story. Otherwise, the article will have no soul and become an ordinary collection of stories or a dry argumentative essay.

4. Fragmentation and short length

The advantage of mobile phones is that they are mobile. Therefore, people often spend fragmented time on mobile terminals, such as taking a ride on their way to and from get off work. On the light rail, during lunch break, etc. Therefore, articles are required to be short and readable. In terms of word count, this article has 2,500 words, which is slightly longer than the usually golden length of 1,500 words. However, in order to make readers less tired, it is divided into each chapter of the article. An article is divided into three parts, each part has a relatively small number of words, and a large number of pictures are used to divide the article in each section, which greatly shortens the psychological length of the article and ensures that the article can be completed within a few minutes. Can finish reading.

5. Combining simplification and depth

At the same time, another feature of this article is that the content is simple, because the audience cannot settle down well and read it in a fragmented time. In-depth things can only be filled with "ready-to-eat" articles to pass the time and fill the emptiness in the brain. Therefore, the article should not be too difficult and must be understood at a glance. But this does not mean that the article cannot be in-depth, because the quality of the content is an important factor in determining the number of reposts of the article, and reposting is equivalent to secondary dissemination, which determines the scope of the diffusion group. Therefore, a good article also needs to be in-depth, but the author needs to express the profound things in very simple words, analyze the profound meaning hidden behind the event, and put it directly in front of the audience, so that the audience can I found the article meaningful and easy to read.

The way to make the article easy to understand is that the language needs to be colloquial, but not verbal, otherwise the article will appear sloppy, and it needs to be embellished with advanced vocabulary when necessary. This article uses many rhetorical techniques to express the profound meaning in a concrete and vivid way, such as "Whenever life slaps us, it neither apologizes nor speaks. And while we suffer all the time, "While gritting one's teeth and holding on." This sentence reflects the torture that life brings to people and people's persistence in it. It is very easy to understand and can evoke excitement. At the same time, it makes people feel that the article is of high quality and does not stop. At the level of reasoning, it is often this kind of simple and philosophical sentences that can make people feel rich in literary talent and generate psychological recognition.

6. Fast pace

The fast pace is mainly to fit in with people’s daily life rhythm and their limited patience. If the article is laid out for a long time and the narration is very slow, then people living in a fast-paced life often do not have the energy and time to savor it carefully. The rhythm of this article is very well grasped. On the one hand, the overall structure of the article is fast-paced and straight to the point. The opening paragraph is as follows:

It was almost early in the morning after finishing overtime, and I saw a post on Moments posted by an old classmate. There was only one sentence. Words:

"Suddenly I feel out of breath, too tired."

The accompanying picture is a night scene taken from the floor-to-ceiling window of an office building. Only street lights are left, and the whole city is about to collapse. Go to sleep.

Some people say that late night Moments only last a few hours.

Those who remain calm during the day will collapse a little at night and be silently deleted again.

Everyone is busy in their own world. No one will care about your emotions, they will only laugh and be pretentious.

But I clicked on the comment, entered the word "come on", and added three sun emoticons.

It’s not social perfunctory, but empathetic.

Because I know you are really tired.

At the beginning, he used a cathartic sentence of "suddenly feeling out of breath and too tired" to catch the reader's attention. People who have had similar experiences will be attracted immediately. Read on. At this time, the author did not start to tell the truth, but used another story to continue it - "Some people say that the survival time of a circle of friends in the middle of the night is only a few hours", which once again aroused readers' screams. Then, the author strikes while the iron is hot and calls out the center of the article: "It's not about social perfunctory, but empathy. Because I know that you are really tired." The entire opening paragraph is fluent and hits the heart every time.

In the main text, the author uses pictures and text boxes to divide the article into paragraphs. Each paragraph is a story, but each paragraph is very short. Moreover, the text of each paragraph basically does not exceed ten lines, and the overall rhythm is very fast. Before the reader is bored with one paragraph, he immediately enters the next paragraph, with twists and turns, making people feel that there is still something interesting to say.

In addition to the overall structure, the fast pace of the language is also another aspect. One sentence of this article is a single paragraph, almost all short sentences. Moreover, multi-sentence segmentation means breaking a long sentence into several parts so that people can understand it at a glance, which reduces the difficulty of reading and is in line with the reading habits of the general public.

7. Use fusion methods

The entire article is mainly text, but in order to prevent readers from visual fatigue, pictures, frames, animations, and audio are inserted many times into the article. Nowadays, almost all well-made public accounts have audio, which allows readers to have a range of independent choices and takes into account the interests of sound lovers. At the same time, the use of animated graphics and other forms also makes articles diverse.

8. Clear titles

In the era of information folding, a good title determines how many people will click to watch, which directly affects the amount of reading, so the art of titles is very important. . The title of this article is very concise and clear, and can be understood at a glance, which is conducive to conveying the most direct information to readers. The second-person narrative technique is used to create a dialogue and give people an immersive feeling, which shortens the psychological distance with readers and is also conducive to the transmission of emotions.