I haven't formally introduced my career to you. I am engaged in new media operation, and my daily work includes copywriting, event planning and media business.

After working for several years, I dare not say how powerful it is, but I have accumulated some experience more or less.

I also want to share this platform with you.

If you are also engaged in this business or are going to engage in this business, I hope I can give you some inspiration.

What I want to say this time is: how to find the topic of explosion?

Compared with traditional paper media, new media writing has lower requirements for writing.

Many times, the birth of an explosion may not be because of how wonderful the article is, but because of the brilliant title, eye-catching title, interesting copy and even creative cover picture.

Today, I will share with you: How to find the topic of explosion can be considered from these five points.

① Audience

Consider whether a topic is likely to erupt. First, think about whether this topic has a wide audience for your users.

For example, young girls whose user group is 18-28, now you need to promote a parasol. There are two themes:

1. Traveling in summer is a necessary sunscreen for college girls.

2. How do girls who are afraid of tanning protect themselves from the sun?

Which topic has a wider audience?

There is no doubt that it is the second type.

Young girls aged 18-28, college girls are only a part of the user group.

For users who are not college girls, this topic is not attractive, and they may not even click on this article.

The topic of changing a girl who is afraid of tanning covers a wide range, whether it is a college girl or a workplace girl or a treasure mother, it is within the scope of this topic.

This is what we are talking about, whether the topic has a wide audience.

If a topic does not consider most people and is a small topic, it is difficult to become an explosive article with a high probability.

The starting point of our topic selection is to give consideration to the whole user group as far as possible, improve the application of the topic selection, and have a better chance of becoming a hot article.

(2) * * * sound point

Considering whether a topic is likely to break out, the second point to consider is whether this topic has a * * * sound for users.

That is the pain point we often say: if we grasp the pain point of users, users will want to read, comment and forward.

For example, your users are young mothers in their twenties, and now you need to promote a stroller. There are two themes:

1. Safe and comfortable, recommend a cost-effective stroller.

2. Never be afraid to take your baby out again! The stroller is safe and portable, freeing the hands of the old mother.

Which topic is more attractive to users?

I think most people will choose the second one.

For many mothers, the tiredness of holding their children is the same pain point. Especially when taking the baby out, we need a labor-saving and safe stroller. The entry point of portability can also meet the needs of mothers.

Learning to analyze users' life and behavior characteristics and explore their pain points will be more conducive to our choice of topics that let users have "* * *".

③ Timeliness

Considering whether a topic is likely to erupt, the third point to consider is: how long is the timeliness of this topic and has it expired?

Especially some hot topics.

For example, the hot topic in the past two years is "the first cup of milk tea in autumn", and every drink shop always has a cup of autumn publicity.

But few drink shops talk about "the first cup of milk tea in spring".

Because this topic is actually time-sensitive, many people regard "drinking milk tea in autumn" as a sense of ceremony.

The topic of drinking milk tea in spring is not impossible, just because the timing is wrong, it is difficult to cause large-scale spread among users.

For another example, in Guangdong, the temperature in many areas is gradually rising, sometimes even close to 30 degrees.

At this time, it is obviously not so timely for you to come to the whole topic of "little girl's favorite spring coat"

So when determining the topic, we must pay attention to the timeliness of the topic.

Especially those related to social hotspots, seasons, holidays and other topics.

④ practicality

Considering whether a topic is likely to break out, the fourth point to consider is whether this topic is practical for users.

To put it bluntly: it is whether it is valuable to users.

When we write new media articles, we must pay attention to one thing: to write content that is valuable to users, we must not flatter ourselves.

For example, if we want to write a theme for the workplace, there are two themes:

1. Not easy! Tell me about my seven-year career.

2. From interns to executives of big factories, I summarized 10' s workplace experience.

Which topic do you think will make you more open-minded

I choose the second one.

The first topic focuses on "I" and describes my own experience, which belongs to self-satisfaction.

For users, unless you are a person who is interested or famous, this kind of "smug topic selection" is difficult to arouse users' desire to click.

The second topic is much more practical. What have I done from interns to executives of big factories? What good experiences can I share? This valuable content will be more attractive to users.

When determining the topic, we should choose "user-friendly content" and avoid "self-satisfied content".

⑤ Interest

Considering whether a topic is likely to break out, the fifth point to consider is whether this topic interests users.

Our company has done a project of "explosive backpack" before, and this backpack needs a tweet.

Conventional product copywriting generally starts with the selling points of products, such as the capacity of backpacks, the strength of shoulder straps and the degree of sweat absorption.

However, if we simply proceed from these points, it is obviously not interesting enough and it is difficult to cause communication.

So, we combined the network hot spot "cure all diseases" and incorporated some interesting elements. The topic became: A backpack that can cure all diseases, whether you are obsessive-compulsive, procrastinating or difficult to choose, the "magic backpack" can help you solve it.

Then insert the creative H5, and combine the symptoms with the backpack, highlighting the advantages of large capacity and quick drying of the backpack.

Let's compare these two topics:

1. Free your hands and recommend a large-capacity quick-drying backpack.

2. The magic backpack is coming! Cure all diseases!

Does the second topic make you more impulsive to click?

The second topic combines suspense and hot spots, which is easy to arouse users' curiosity. Compared with the first topic, it is much more interesting.

New media writing is not suitable for straightforward writing, and interesting topics can attract users' attention and become explosive articles.

The above is the topic I shared about five explosions.

As mentioned earlier, compared with traditional paper media, new media writing requires such a large amount of writing and is more skillful.

Learn to analyze user characteristics and write altruistic content from the user's point of view, so that we can write explosive articles more easily.

I hope the five topics shared above can also give you some inspiration.

About the author: I had the dream of getting rich overnight, and I also had the experience of being penniless. Now I am Sister Adu, calm, and want to do something practical, focus on personal growth/writing realization/self-media operation, and get better with you ~