—— Take the "insight" and "I know you are very tired recently, but stick to it" of the official WeChat account as examples.
According to the qingbo index, among the top ten articles in reading volume and reading number, this one ranks ninth in the list of 65438+February 1 1, and ranks second in reading volume except for eight articles in People's Daily. Judging from the data, this article is very successful and worth analyzing.
Before grasping the characteristics of the article, we need to understand the characteristics of the platform, because the channel is the carrier of the content, and different platforms have different modes of communication, which will produce different article styles, which is also the fundamental reason for the formation of the characteristics of self-media articles.
1, vertical production
For the current mobile phone users, there is a huge amount of information on the Internet, and people often only choose what they are interested in to pay attention to. As a writer of WeChat official account, I can't deviate from my product positioning while exerting my imagination, making extensive contact with real life and excavating good stories around me. Otherwise, fans can't see what they want to see, and they lose the meaning of attention. In the long run, fans in the vertical field will lose a lot. Or the theme of the article in the official WeChat account is not clear, and the audience cannot accurately locate the official WeChat account, making it difficult to form a fixed and loyal fan base. For self-media articles, communication determines influence. How far an article can spread depends on the number of people willing to share it, and the number of people sharing it depends on the number of fans. Therefore, fans are the first step in communication.
The positioning of Insight is "different viewpoints, different stories, providing valuable and interesting extended reading", and this article belongs to the type of thinking output and chicken soup for the soul, and the theme is in line with its positioning and fans' expectations. He successfully took the first step of communication.
2. Grasp the pain point
This article mainly expresses that young people's life is not easy, their work is busy, black and white are reversed, and they are too tired to shoulder the mission of the whole family and give up. Marketing is the biggest pain point for all people who need to work at present-suppressing the helpless living situation. Moreover, the main body of this article involves workers from all walks of life, and the whole content can resonate with most people. At the same time, this article has not been singing bad, but has been sublimated at the end of the article. Finally, two perfect examples are used to pull the article back to a positive tone, giving people a sense of excitement. The article manipulates people's dissatisfaction with emotion and tragedy, and also fills the gap caused by tragedy with struggle, so that people are psychologically satisfied and comforted and easily accepted.
3. Combination of comments
Compared with profound truth, stories are more attractive. Every part of this article tells a story. The whole article tells 13 stories and quotes three famous sayings. On the one hand, it makes the article more convincing and credible, on the other hand, it makes the article look not empty, and it also makes the article look more plot and attractive.
But at the same time, this paper adds a discussion on the basis of the story, and comments a few words after writing a story to reflect the depth. These statements are the crowning touch of the article, and different stories have different emphases in different articles. The purpose of comments is to make the article more relevant, highlight the theme, reflect ideas, grasp the reader's heart, and make people unconsciously brought into the scene by the words of these comments.
The combination of comments and comments can give full play to the maximum value of the story, otherwise the article will have no soul and become an ordinary story collection or a dry argumentative paper.
4. Debris and short space
The advantage of mobile phone lies in its mobility. Therefore, people often spend fragmented time on mobile terminals, such as taking the light rail on the way to and from work and taking a lunch break. Therefore, the article should be short and concise and readable. Judging from the number of words, this article has 2500 words, which is slightly longer than the golden length 1500 words. But in order to make readers look less tired, it divides an article into three parts, each part has fewer words, and each part of the article is re-divided, with a large number of pictures in the middle, which greatly shortens the psychological length of the article and ensures that the article is in several places.
5. Combination of simplicity and depth
At the same time, another feature of this article is that the content is simple, because the audience can't calm down and have a good look at the deep things during the fragmented time, so they can only use "ready-to-eat" articles to pass the time and fill the emptiness of the brain, so the article can't be too difficult and needs to be clear at a glance. But this doesn't mean that articles can't have depth, because the quality of content is an important factor in determining the number of articles forwarded, and forwarding is equivalent to secondary dissemination, which determines the scope of the diffusion population. Therefore, a good article also needs depth, but the author needs to express profound things in very simple words, analyze the profound meaning hidden behind the incident, and put it directly in front of the audience, so that the audience can feel that the article is meaningful and read it effortlessly.
The way to make the article easy to understand is that the language should be colloquial, but not glib, otherwise the article will be sloppy and need to be embellished with advanced vocabulary if necessary. This article uses many rhetorical devices to express the profound meaning vividly, such as "whenever life slaps us, it neither apologizes nor talks." When we are in pain, we grit our teeth. "This sentence reflects the torture brought by life and people's persistence in it. Very easy to understand and can resonate. At the same time, people feel that the quality of the article is very high, and it does not stay at the level of reasoning. It is often this simple and philosophical sentence that can make people feel rich in literary talent and produce psychological identity.
6. Fast pace
Fast pace is mainly to meet the rhythm of people's daily life, and there is not much patience. If the article is laid out for a long time and the narrative is slow, people living in a fast-paced life often have no energy and time to savor it. The rhythm of this article is well grasped. On the one hand, the overall structure of the article is fast-paced and straight to the point. The opening paragraph reads as follows:
It's almost early morning after work, and I see the circle of friends sent by my old classmates. There is only one sentence:
"I suddenly feel breathless and tired."
The picture is taken from the floor-to-ceiling windows of the office building at night. There are only street lamps left, and the whole city is going to sleep.
Some people say that the circle of friends in the middle of the night only lasts for a few hours.
People who keep quiet during the day will collapse a little at night and then be silently deleted.
Everyone is busy in their own world, and no one will care about your emotions, but only smile and be melodramatic.
But I clicked on the comment, typed in the word "Come on" and added the expressions of three suns.
It's not social perfunctory, but empathy.
Because I know you are really tired.
At the beginning, I used an emotional catharsis sentence of "suddenly feeling breathless and too tired", which caught the reader's eye. People with similar experiences would be immediately attracted and continue reading. At this time, the author did not start telling the truth, but took another story-"Some people say that the circle of friends in the middle of the night only survives for a few hours", which once again resonated with readers. Later, while the iron is hot, the author named the center of the article: "It's not social perfunctory, but empathy. Because I know you are really tired. " The whole opening paragraph is flowing, hitting people's hearts again and again.
In the text, the author divides the article into sections with pictures and text boxes. Each section is a story, but each section is very short. Moreover, each paragraph of text basically does not exceed ten lines, and the overall rhythm is very fast. Before the reader gets tired of reading a paragraph, he immediately moves on to the next paragraph, full of twists and turns, which makes people feel unsatisfied.
In addition to the overall structure, the fast pace of language is also an aspect. A sentence in this article is a single paragraph, almost all short sentences. Moreover, breaking sentences more often means breaking a long sentence into several parts, which makes people clear at a glance, reduces the difficulty of reading and conforms to the reading habits of the public.
7. Adopt the fusion method.
The whole article is mainly written, but in order to prevent readers from visual fatigue, pictures, picture frames, moving pictures and audio are inserted many times. At present, almost all official WeChat accounts have audio, which allows readers to choose their own range and takes care of the interests of sound lovers. At the same time, the adoption of animation and other forms also makes the article diversified.
8. The title is clear
In the era of information folding, a good title determines how many people will click to watch, which directly affects the reading volume, so the art of title is very important. The title of this article is very concise and clear, which is helpful to convey the most direct information to readers. And the narrative technique of the second person is adopted, which gives people a sense of dialogue and immersion, which narrows the psychological distance with readers and is also conducive to the transmission of emotions.