Author: Yu Kuanhong (Editor-in-Chief of Hubei **Rong** Center).
*: Young Journalists, Issue 19, 2023.
Reading a lot of "100,000+" content cannot allow the audience to obtain effective information, and even more, the author's intention is not clearly expressed. This blind approach gathers traffic, but it can't retain people's hearts, and it will hurt the entire industry after all.
At present, "100,000+" has become an important indicator for many **to measure new** content. Under the almost strict KPI assessment, the new ** editor "manufactured" "100,000+" content in batches, from "shocked!"."Quick look!"It's critical!To the "official announcement", "sudden announcement" and "too unexpected", similar titles are overwhelming, and even become the "standard" for "100,000+" content.
But what is surprising is that a lot of "100,000+" content cannot allow the audience to obtain effective information, and even more, the author's intention is not clearly expressed. This blind approach gathers traffic, but it can't retain people's hearts, and it will hurt the entire industry after all. So, what kind of "100,000+" do we need?
The first is the "100,000+" that opens the audience's horizons. Nowadays, the role of mobile phones in people's lives is becoming increasingly prominent, and the carrier of information dissemination has shifted to this square inch. In the midst of the uproar, the content supply has shown a massive trend, and a large number of low-level, repetitive information has flooded the mobile phone screen. At the same time, the "information cocoon" caused by algorithmic recommendation also seriously interferes with and affects people's judgment. It is particularly important for the mainstream to be the "information steward" of the audience, and it has become an important mission of the mainstream to provide a platform for rational voices in the complex field. For example, "Xia Ke Island" focuses on the profound interpretation behind news events, and guides the audience to understand the story behind the news from different angles by outputting "viewpoint + position + height".Another example is "The Anchor Says Simulcast" conveys the mainstream values, opinions and attitudes in the form of short ** comments, and speaks with facts and data, which has strong persuasiveness and has won praise.
The second is the "100,000+" that goes deep into the hearts of the audience. Empathy with the audience is an important way for mainstream content to penetrate into the hearts of the audience, and WeChat Zhejiang Propaganda has made many attempts in this regard. Adhering to the operation concept of "speaking people's words, cutting hot spots, and having an attitude", "Zhejiang Propaganda" has successively launched "popular" articles such as "ridiculing "small town as a problemalist" is a danger signal" and "history will not be condensed in one night" after it was launched. On the basis of hot events, supplemented by emotional and opinion-based expressions, it is easy to arouse strong resonance among the audience and trigger the audience to take the initiative to carry out "secondary communication".
The third is the "100,000+" that guides the audience to goodness. Spreading positive energy and carrying forward the main theme is an important responsibility of the mainstream. At a time when the "self-leading" commercial communication platform is good at attracting attention and attracting traffic, the mainstream should pay more attention to the stories of ordinary people, do more reports on the good deeds of ordinary people, and do a good job in the network transformation of content, and explore network-appropriate communication. "The garbage collector picked up 10,000 yuan in cash and made a request when he returned the money......》The daily salary of 1000 yuan can't recruit anyone!The guy stopped working for 20 days, why?The reason why these reports in Hangzhou can "get out of the circle" and "break the circle" is that they pay special attention to conveying the positive energy of ordinary people, and carry out microscopic and daily processing of grand and profound themes, so that the audience is willing to read, understand, and remember.
* Convergence is about to enter the next decade. If the main task of the mainstream ** in the first ten years was to build a platform, lay a foundation, and focus on the "horse race" at the technical level, then in the next decade, returning to content will become the key to winning the audience of the mainstream**. The continuous and stable output of high-quality content will become the inevitable result of the successful integration and transformation of the mainstream.
This article refers to the citation format:
Yu Kuanhong. What kind of "100,000+" do we need[j].Young Journalists, 2023(19): 1