How to let customers enjoy what you write
Source: Shangpin China |
Type: website encyclopedia |
Time: March 21, 2014
Every enterprise hopes that its content will be read by people and shared to the greatest extent. Foolish enterprises employ a large number of sailors to swipe and forward, which seems to be bustling, but actually has no effect, and even brings many negative effects. So how can enterprises make their content read and shared by more people? Website construction company Shangpin China will tell you the six elements of a story that can be shared by the public, hoping to enlighten you.
In the early years of the 21st century, when Jonah Borg was a graduate student of Stanford University, he had the habit of reading the A2 page of the Wall Street Journal.
The content of this page includes the list of five articles that have been read the most and the list of five articles that have been shared the most. "I would go to the library and secretly cut out the page," he recalled. "I noticed that the articles that are read the most often are different from the articles that are shared the most often, and I am curious about why." For a piece of content - an article, a picture, a video - what makes them interesting and worth sharing? What motivates people not only to read a story, but also to spread it?
In fact, some people were interested in these issues centuries ago.
In 350 BC, Aristotle began to think about what makes content -- for him, the content of a speech -- persuasive and memorable, so that the ideas contained in it can continue to spread. He believed that the answer lies in three elements: morality, emotion, and logic. The content of the speech should express an ethical appeal, an emotional appeal, or a logical appeal. A speaker who is good at three aspects is likely to persuade the audience. If we replace speakers with online content providers, we will find that Aristotle's ideas are also fully applicable in modern society. Morality, emotion and logic - in popular terms, this paragraph is credible and meaningful. It attracts and moves me. It is reasonable and reasonable. If you browse the links you shared recently on Facebook or Twitter, or the articles you recently sent or recommended to friends, you will probably find that they meet these conditions.
Of course, microblogging is different from speaking in ancient Greece.
Moreover, Aristotle's judgment is too broad. Therefore, Borg, who is now a professor of marketing at Wharton School of Business, University of Pennsylvania, and his colleague Catherine Mickman have conducted an empirical study on content sharing. In order to find the most forwarded masterpieces, they analyzed nearly 7000 articles that appeared on Time magazine between August 30 and November 30, 2008. After analyzing the control variables of the media (online or paper), appearance time, author popularity, author gender, article length, content complexity and other factors, Borg and Mickman found that, Two characteristics can determine the success of an article: whether the emotion conveyed by the article is positive and whether the article excites the readers.
Articles that can arouse readers' emotions are easier to be forwarded than articles that can't - for example, the article entitled "The Death of a Little Polar Bear Keeper" is more forwarded than the article entitled "LeBron James' Team Cheers for His Transfer". In addition, articles expressing happy emotions (such as "eyeful novelty newcomers fall in love with this city") are easier to be forwarded than sad news (such as "Korean Star Suicide: The Past of Internet Rumors").
The intensity of article motivation also has an impact on the forwarding volume. If an article makes readers feel extremely angry or anxious - such as a political scandal or a newly discovered carcinogen - people will be as happy to forward them as they are to forward an easy story about cute pandas. (In this study, some articles were classified as "arousing strong emotions". As a follow-up, researchers further measured the intensity of emotions through physiological indicators.)
Borg and Mickman further verified their findings by showing students these contents and observing their communication preferences. In this more controlled setting, they found the same pattern. Specially selected interesting stories with enthusiasm and motivation were forwarded more than those with less interest. If the two themes are the same, the angry story will be shared more than the plain one.
When researchers deliberately regulate the structure of a story to be negative (a person is injured) or positive (the injured person is getting better), they find that positive structure can make an article more popular than negative structure. These findings have now been replicated and verified by several independent research teams, who have found that surprising or inspiring videos are easier to share on Facebook and more likely to spread viral.
Enthusiasm and motivation can explain the success of websites such as Upworthy.
Upworthy, founded in 2012, is famous for using titles that make you laugh, cry or feel indignant (for example, the titles on this website now include "What does a black advertisement sound like: super funny stand up comedy" and "a funny short film tells you women's struggle in a male dominated society")
Even those tear gas bombs also contain positive information. Read one casually: "See how a teenager can make the whole class cry with a few words". Although it has been online for less than two years, this website has steadily climbed to the list of popular websites. It ranked third on the Facebook sharing list in December, after BuzzFeed and Huffington Post. Its content is as interesting, positive and emotional as the infamous cat video on Facebook, but it has reached a new height. However, as Borg pointed out, "many cat videos have not been forwarded", and there are many videos that have the potential to become Upworthy content have not become its content. So what on earth made those crazy forwarded videos do this?
From his initial involvement in the field of the nature of content sharing to the present, Berger has continued to conduct research and examine various factors that promote viral forwarding. In his new book Contagion: What Makes Things Popular (Editor's Note: Electronic Industry Press Chinese translation: Crazy Biography: Let Your Products, Ideas, and Behaviors Invade Like Viruses), he introduced these factors in detail. Through nearly ten years of research, he believes that he has found a certain rule: applying the title that may be used by websites such as Upworthy or BuzzFeed is to "want your voice heard: six things you cannot know". Emotional enthusiasm and motivation still rank first, but some other factors should not be underestimated.
First of all, he told me that you need to create social trends so that people think they are not only smart but also well-informed. "In my opinion, the idea of laughing cats is a perfect example of creating social trends," he told me. "Your ability to forward it and make it popular means that you understand its meaning. This is an ultimate and subtle 'insider' signal: I know, but I don't have to shout that I know. When your mother sees a laughing cat, she doesn't know what it is." When Upworthy first created this model, not everyone knows what it is, So those videos are fresh. Now they are becoming link bait (such as What Really Makes Things Go Viral Will Blow Your Min. (Hint: It's Not Headlines Like This) and are ridiculed.
Other websites, including the Washington Post, are copying their models.
It is also important to have opportunities that can induce memory. We will share the topics we are thinking about, and we will think about the things we can remember. This side of forwarding can help explain the attraction of list stories (I wrote another article for this last month), and can also explain the attraction of stories that you can't forget because they are weird. Blog found that lists have another feature that will make them shared: they are guaranteed to be of practical value. " On Buzzfeed, we will always see such things as' Top 10 of XXX '. "He explained." It makes people feel like they have a package of useful information they can share with others. We want to feel that we are smart and helpful to others, so we have a corresponding network image. “
The last factor affecting success is the quality of the story itself. "People love stories. The more your story looks like part of a broader narrative, the better," Borg said. Some cats are better than others, and some describe crying teenagers more directly than others. The content containing the best story, regardless of its external form, will always appear at the top of the sharing list. In fact, this is the response of Upworthy editors to the criticism: our title may look like a link trap, but we guarantee that the story is worth seeing. "The headline that is ready to catch people's eyes and make people curious is not the reason why Upworthy received 87 million visitors," they wrote. "The reason is that millions of Upworthy community users have seen the videos we selected and found them important, powerful and worth sharing with their friends."
Admittedly, some of these elements are contradictory: a list, most will not tell a story, and a video of laughing cats or other similar ideas will not be knowledgeable. However, on the whole, especially in combination with the fundamental principles of motivation and enthusiasm, these guidelines can really help. "I think of it as the batting rate," Borg said. "No one can hit home runs again and again, but if you understand the secret of playing, your batting rate will increase."
Of course, the irony is that the more data we develop, the closer we get to the exact sharing theory, the more likely it is that what we know will no longer be effective. If emotionality and excitability are the key, then the social application of Heinsberg's uncertainty principle, even because we are studying it, may change the popular content. "If everyone perfectly forwards it according to the best title, it will no longer be effective." People who are looking for evidence for this just need to look at Viralnova.com to know. This website was established eight months ago and now ranks seventh among the popular websites, at least according to the Facebook sharing list. When I typed, the main story on its home page was "her little son had no idea that his mother was going to die. What she was doing was amazing."
last Marketing website construction The company Shangpin China summarizes the following six points:
① Whether the emotion conveyed by the article is positive and
② Whether the article excites the readers.
③ You need to create social trends that make people think they are not only smart but also well-informed.
④ It is also important to have opportunities that can induce memory.
⑤ The content is guaranteed to be of practical value.
⑥ The quality of the story itself.
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