introduction: WeChat public number development so far, we see a contradictory phenomenon: many companies WeChat public number of fans, there are hundreds of thousands of, but after an article was pushed, reading only more than 1000. What’s the reason? A word is broken: no circle of friends has been forwarded.
WeChat public number development so far, we see a contradictory phenomenon: many companies WeChat public number of fans hundreds of thousands of, but after an article was pushed, reading only more than 1000. What’s the reason? A word is broken: no circle of friends has been forwarded.
many companies blindly pursue the WeChat public number of fans. However, the data show that more than 60% of the content is passed through a friend circle rather than a collapsed subscription number that is visible to the user. This means that WeChat’s public number of fans has increased, but the contribution to reading is limited. Therefore, when writing WeChat’s public number article, the first consideration should be: what kind of articles are people willing to share in the WeChat friends circle?
refers to crazy book, which summarizes the following five categories:
, a savings of high arousal emotions
people are emotional animals. Emotional empathy, emotional contagion, etc., all describe an emotional sharing. Write WeChat number of public articles, many companies are always in promoting their products, inextricably bogged down in the chatter without stop pit, but never think about it: what method can cause emotional consumers? We need more care consumers feeling — a potential, can affect their emotional action.
what kind of emotion can take the initiative to let everyone spread? "Crazy" according to the book, we can be divided into: emotional high arousal emotions and low arousal emotions. You can imagine the consumers be sleepy straws (in fact, they looked at the boring promotion of the article, it is, at this time, the company should be drowsy) into what "emotional boost" wake up their emotional power
high arousal emotion what? From the perspective of positive emotions: fear, sense of entertainment etc.. Negative emotions are anger and so on. Low arousal emotion? Positive emotions: satisfaction. Negative emotions are: sadness.
, let’s look at two cases:
case 1: trafficking in children sentenced to death
June 17th, WeChat circle of friends was suddenly Shuabing: "trafficking in children sentenced to death! Buy a child sentenced to life!" the topic has aroused wide attention and heated controversy. First, cast aside its legal rationality, this content has caused the crazy transmission of the circle of friends, because the emotion of anger and worry has higher arousal.
case two: "I’m sorry, I live only 1%,"
, the comic book of Chen Anni, a post-90s cartoonist, caused a crazy circle of friends