Everyone who is a new media must always think about one question: What kind of content do these people who care about me like to share? Everyone wants to have a secret method that makes people crazy to forward. I have often pondered this question and tried it in different accounts. Secret method, there may be! But every time I write to you, it's always the way! It must be useful. I dare not call it the secret method. Again: the method is the method, and the result is the result, which is magical but not a shortcut. I made it very clear that I will look down after I have such a consensus. 0 1 If you want a reader to share your content, he must be interested in your content first, right? How can a content that has no interest have enthusiasm to share! What content are people generally interested in? There must be two directions: 1. Curiosity to satisfy curiosity is one of the inner core motives of human behavior, and it is also the most reliable direction of content creation. People's curiosity is endless. All the unknowns, new knowledge, subversive innovation, profound knowledge, breaking common sense, etc. , are easy to arouse people's interest. 2. People who are related to me will always care about what is related to them, not what you say. Especially in such an era when attention is extremely scarce, the content is strongly related to users and highly related to "I", which is even more likely! Whether it's video, audio, graphic or rambling, we can highlight the relevant content of "I" first and use the information in the user's attention circle. For example, many new media accounts will deliberately create a character image and tell the story of a protagonist similar to the target group, so that readers can produce "Isn't this me?" The result is a high degree of participation. Others will clearly describe the labels such as the region, age, gender, occupation and social identity of the corresponding population, so that users can know at a glance that this information is related to "I". For example, the social guide after 8090. When readers are interested, of course, they will not share it immediately. In essence, everyone likes to share. How many people have you met who can keep a secret? But everyone is profit-seeking, and there is no reason for anyone to share it! It's like we want to sell a product. Although everyone has a desire to buy, what is the reason to buy your product? If not, why do people buy it? Similarly, if you want readers to share your articles, please ask: What is your reason for sharing? The more sufficient and tempting the reasons for sharing are, the more you will naturally share. First of all, excellent content itself is of course a powerful reason, which is the foundation of everything. The product is not good. Who wants to recommend it? The content has no value at all, it is stumbling and illogical to read, and the reader will close down immediately. What about sharing? I think everyone will be a new media for a period of time. In fact, they probably know whether a piece of content is good or not. The content itself has no intention, so why force it? Mr Ogilvy has two views on advertising copy, which are also appropriate here: consumers are not imbeciles, they are your wife and daughter. If you think that a simple advertisement and a few boring adjectives can induce them to buy your things, then you underestimate their IQ. They need you to give them all the information. Never advertise that you don't want your wife and son to see. You probably won't have the idea of deceiving your family, and of course you can't deceive my family. As for the content, the first is the topic. I have sorted out some very reliable explosion topics before, so you can refer to them: 1. Explosions and hotspots are good friends, and cutting into hotspots in time is more likely to become explosions. 2. The topic is highly concerned, covering a wide range of target people, and can penetrate into multiple circles to form multi-circle communication. 3. Find those gathering points with strong emotions to stimulate high arousal. 4. Subvert the inherent common sense, say what others have not said, and say something different from the public perception. 5. Or go to the opposite side to find the cutting angle. 6. Find the eternal hot topic of long-term concern of the target population, menstrual pain points. 7. Satisfy a strong curiosity and stimulate a sense of satisfaction and desire to share beyond expectations. 8. Valuable insights can provide others with new knowledge of intracranial orgasm. Of course, the topic is the topic, and the explosion is the explosion, which is related but not the same. Just another possible guarantee. In addition, opinions and unique insights have always been the darling of content dissemination and sharing. A lot of content may have the same perspective, hot spots may be the same, and even stories may be the same, but the novel viewpoint is unique. Good content should have its own position and viewpoint. Don't take a moderate view, be sharp and sharp. No matter how good the content is, it is only high quality. But opinions with personal will are the weapons for readers to sing and share, and often opinions are the tipping point. Of course, the use of operational means and the improvement of relations are also the reasons for sharing. For example, you have a good relationship with users and often interact; For example, frequent activities are highly sticky to users; Or there is a copy that guides sharing; There are activities to stimulate sharing in the text-sharing red envelopes, sharing information, sharing in groups and so on. This is also a reason to share. One more thing: the effect of compulsory sharing is definitely not as good as that of active triggering, and sharing cannot harm the interests of readers. You wrote an article called "Boss? He is a big fool. The content is very contradictory, but do you think readers will be so willing to share it with friends? I don't think so. We also need to consider the enthusiasm of the content, and the content itself should not be too negative. Especially the title, you need to manage the expected user experience. If you only consider opening up and participating in the title party unscrupulously, then your title gives users too high expectations. Although the content itself is good, he thinks you are the title party and he won't share it. He doesn't want to share the same experience with his friends. Headlines should be self-serving and more beneficial to users. This is also your reason. Some people say: my content is of high quality, and user feedback is relatively dry. Why do I share so little? Didn't we agree that the content should be of high quality? Is the quality not high enough? Really not necessarily! There is a phenomenon that your users will choose to collect and reward a lot of content, but they just don't want to forward and share it. For example, sometimes I will see many similar real messages: "I collect them, but I just don't want to forward them. "Laugh and cry, like love. I've met this situation too many times. In fact, many accounts that write vertical dry goods will have more collections and ultra-low forwarding. It's not that the content is bad, but that users are unwilling to forward it. At this time, the question we have to think about is how to make dry goods have more "communication attributes". This has to talk about social money. In life, money is the easiest to circulate; On social media, social money is the easiest to circulate (forward and share), and the focus of communication is to increase the social attributes of content. The social currency of this content mainly includes: providing users with talk resources: can your content provide users with talk resources? Is it the latest news, hot topic or novel angle? Help users express their ideas: Can your content help users express themselves? Say what the user wants to say, express and vent. Help users shape/enhance their image: Can your content help users shape and enhance the social image they want? Reflect the identity, integrate the tags, and find the ownership of the group. Meet the needs of users to help others: whether sharing your content can help friends, family, colleagues, etc. And complete altruistic behavior? Promote social comparison: Can your content make them look more important? More compelling? Or is it richer to let them participate in social competitions? If your content is hard in quality and has enough social attributes (providing conversation materials, helping others, displaying images, helping to express and promoting comparison), you can greatly increase the probability of sharing. After creating dry goods, ask yourself: What is the quality of my article? Can it be used as social currency for readers? What could be the reason for his sharing? However, everything is not absolute. If you don't provide enough social currency, users will definitely forward it to share. This is the next question. Readers may also have a psychological activity when reading the article: "Oh, this dry goods is good, hurry to collect it." Can't be found by others, this is my knowledge base. "This is a typical self-protection psychology. Knowledge protection. The same high-quality dry goods content, "sharing" can shape personal image and consolidate social status; And "collecting without sharing" may be worried that sharing dry goods will reduce their competitiveness, which is their own competitive barrier. Whether users choose to share or just collect depends on your dry goods category. Common dry goods are divided into "easy to share" and "difficult to share", which are thrown out here for your reference. Easy to share dry goods: although this kind of content contains a lot of professional dry goods knowledge, it is crucial that these are not so direct or so easy to get immediate results in improving their core competitiveness. On the contrary, if you share various social currencies, you can shape your self-image well. So there is no need to be too "protective". Most people will share. Dry thinking: it is mainly the thinking/viewpoint, methodology and in-depth analysis of various big coffees, but it is not an immediate operation method. This kind of content is shared, and the whole person becomes a cow; Forced dry goods: mainly in-depth knowledge, interpretation of unknown things, reinterpretation of subversive common sense, open-minded analysis, authoritative data reports, etc. It seems that people who share the rent are also forced; Information dry goods: mainly topical, complete and timely industry information, which is the first-hand information that can be shared; Viewpoint-based dry goods: mainly various unique, sharp and valuable opinions and attitudes. Sharing them not only shows their views, but also consolidates their image; Inventory-type dry goods: mainly all kinds of inventory related to the industry, such as mid-year, end-of-year, hot items, etc. At present, it is very popular, and the operation is relatively simple and the sharing rate is very high. Dry goods that are not easy to share: Although these dry goods also have social currency attributes, they are more practical skills, shortcuts, unique tricks and high-quality resources. The most important thing is that it can be used immediately in a short time, so who wants to share it? Dry thinking: like the first one above, it is also a variety of thinking methods, methodologies, in-depth analysis and so on. However, there are not only ideas and strategies, but also strong operational methods. There are many such content collections; Skilled dry goods: mainly all kinds of practical skills, solve problems immediately. These are all "shortcuts" on the bright side, and the more cattle's technology, the less willing to share it; Resource-based dry goods: mainly various dry goods resources in vertical industries. The less contact we have with them, the better the system. This is all "competitiveness", of course, it is hidden; Tool-type dry goods: there are artifacts in every vertical field. If you find a very useful tool, will you share it for the first time? Unique dry goods: mainly all kinds of ingenious tricks, newly discovered new tricks, unconventional routines and so on. This skill will be collected for your own use. Of course, not everything is to be shared with others. There will be no bottom line. In my opinion, both are needed. You can adjust the proportion of "easy to share" and "difficult to share" dry goods according to your own situation, and find the rhythm that suits you. Creation is not easy, regardless of success or failure, think more. Above, I hope to inspire everyone. If this article is helpful to you, please do me a favor and share it with people around you. Remember to enjoy it and have a look. Thank you.