"The wine is also afraid of the deep alley", if the title is not attractive, even if the content is good, the user is reluctant to click, and the communication effect is bound to be limited.
The titles of new media products can be described as numerous and varied, which are obviously different from the traditional media title styles, and the most important feature is to place attractive information elements in the title.
This article summarizes 6 ways to start a blockbuster title for your reference!
Trigger empathy type
Traditional media production headlines are rigorous and objective, and rarely show emotional colors. Explosive new media products often attract users to click through high-concentration emotional titles, stimulate and drive user emotions, and form an empathetic resonance effect.
On May 22, 2021, Yuan Longping, the "father of hybrid rice" in the mainland, passed away, and for a time related news and mourning content swept the screen.
"CCTV News" WeChat public account a 100,000+ tweet "Today's meal, eating and eating tears will come down", in the messages of nearly 5,000 netizens selected 33, instantly poking netizens tears. The title of the tweet stands in the perspective of ordinary people, highlights the people's livelihood event of "eating", accurately captures the empathy caused by the death of hundreds of millions of Chinese Yuan Lao, conveys sincere and strong emotions, and triggers gratitude and resonance.
"Father, We, Time" is a media product of Xinhua News Agency to celebrate the 40th anniversary of reform and opening up, inviting the children of the first generation of reformers to tell the stories of their fathers, with a total of more than 210 million views, and won the 29th China Journalism Award.
In addition to clever creativity and sophisticated production, the title is also the "imposed point" of this phenomenal video. Through such a warm title, major theme content products find everyone's empathy, cut the "hardness" of communication, and easily stimulate the audience's desire to click.
Emotionally colored titles often present a personified expression. Its tone is either the "shouting" of the communicator to the audience, or the perspective of the protagonist in the communication content to express the chest directly, or directly simulate the audience's psychological reaction to the relevant information.
"Boom! The Chinese honor guard female soldier gun drill performance, too handsome! Don't say it, see for yourself! "Comrade Chairman, please review! "Oh my God, this is the best cop in the world" and so on are all such titles, which can touch the audience's emotions and thus be "rhythmically" opened to the product.
Set the suspense sell off subtype
This kind of headline or throw out questions, or "half of the words left half" to sell off, through a strong suspense setting to stimulate the audience's curiosity, strengthen the awareness of the problem, and generate the impulse to understand. "Questioning" headlines have a high exposure rate in new media, often narrowing the distance with the audience in an instant.
2021 marks the 100th anniversary of the founding of the Communist Party of China, and many media outlets are producing related new media products. How can such a major topic be more effectively disseminated? "When the Communist Party of China was founded in 1921, why Mao Zedong joined the Party in 1920" is a successful case.
In 1956, Mao Zedong filled in the "Registration Form for Delegates and Alternate Delegates to the Eighth National Congress of the Communist Party of China" in the column of the time of joining the Party, which was 1920
As we all know, the Communist Party of China was founded in 1921, so why did Mao Zedong join the Party in 1920? Netizens clicked on the new media products to understand that Mao Zedong had received a letter from Chen Duxiu and others in 1920, signed the party founding documents with He Shuheng and six other people, created the early Communist Party organization in Changsha, and then filled in the time of his joining the party as 1920.
Such a new media product title is eye-catching, full of curiosity, and I want to click to see what is going on. The knowledge of party history is also naturally transmitted to a wide audience through high clicks, and the effect of penetrating the mind is achieved.
Xinhuanet WeChat public account has launched a "why" series around the traditional culture of the year: "Chinese New Year's Eve, why should we keep the year today", "the first day of the New Year, why should we give money today", "the second day of the New Year, why do you want to go back to your mother's home today"... This group of question-type titles was ridiculed by netizens as "the new version of 100,000 whys", which accurately identified a series of knowledge points that people are accustomed to but do not know why, and guided readers to be enthusiastic all the way to "hold the scene", which produced a good communication effect. The question sentence is coupled with the expression of "selling off the sub-type", and such new media headlines can often produce a superimposed suspense effect.
At the beginning of 2018, the State Council sent an inspection team to supervise the protection of marine ecology in six provinces, and the "Xiake Island" WeChat public account tweeted "Why has the central government recently attacked this field intensively?" 》。 The implicit expression of the question sentence + "this field" makes the audience have a strong curiosity, and the communication effect is self-evident.
Explosive point eye-catching type
Reasonable "rubbing hot spots" to produce headlines, the rapidity of new media communication and social sharing give this method greater effect. Hot people, events and topics have a high degree of social attention, and being good at using these "breaking points" to produce headlines can make new media products get higher clicks and a wider range of sharing and dissemination.
The issue of covid-19 vaccination once became the focus of public attention, and the state encouraged the public to "take it all", but many people either had luck or concerns about the safety and efficacy of vaccines, resulting in low enthusiasm.
The People's Daily WeChat public account timely tweeted "Zhong Nanshan: I have been vaccinated, everyone as soon as possible", and the number of readers quickly rushed to 100,000+. Zhong Nanshan is a top expert in the prevention and control of the new crown pneumonia epidemic, and also a hot figure with high social attention since the outbreak of the epidemic, and his remarks on the judgment and treatment of the epidemic have a high prestige in the public mind. The title of the article states the facts and feelings from its perspective, which can quickly attract the attention of the audience and guide more people to abandon their prejudices and reassure themselves on the issue of vaccination.
When the movie "On the Cliff" was popular, the CCTV News WeChat public account tweeted "They walk on the cliff!" The real history is more cruel than the movie", telling the story in the CCTV news column "When They Were Young" and "Then Their Love", which became 100,000+ in a short period of time, and was praised by 13,000, and netizens left messages "Poking in the tears" and "Paying tribute to the martyrs". The editor cleverly "grafted" the content of the communication with the box office movie, which naturally established an information and emotional connection with the audience and obtained the initiative of communication.
To make a "popping point eye-catching" type title, we must also pay attention to the identification and proportional grasp of the "explosive point". In particular, the "flashpoints" involving social events, problems, etc., often have reversals and even oolongs. New media should uphold the principle of prudence in making headlines with the help of such hotspots, not borrowing negative and controversial hotspots, and avoid falling into an embarrassing situation after obtaining a short-term eye-catching effect and damaging their own image.
Contrast contrast
Titles that reflect contrasting content are easy to attract the attention of the audience, and the greater the contrast, the higher the attention. Many explosive new media products often take the anti-handicap production title according to the characteristics of the content, which is not only the "title eye", but also the highlight that attracts the attention of the audience.
"Two coins = 120,000" is a 100,000 + tweet on the People's Daily WeChat public account, just two coins and 120,000 yuan contrast is huge, what is the reason for the equivalence between the two, netizens' curiosity can only be satisfied after clicking on the tweet.
It turned out that a passenger threw two one-dollar coins at the plane for blessing when boarding the plane, resulting in the cancellation of the flight, and all the passengers were stranded at the airport, and finally was sentenced to compensate the airline for about 120,000 yuan.
In May 2021, "Peking University professors complained that their daughters are not as good as themselves" once became a hot topic on the Internet, and many media competed to report on it. Among the various new media titles, "Dear Dad! The professor of Peking University complained that the "scum" daughter was on fire: "I teach my children to change their lives against the sky, but he teaches me to learn to recognize their fate", which is particularly eye-catching. Polarizing words such as "against the sky" and "confession of fate" are full of humor and self-deprecation, directly attacking the educational anxieties of many parents, and people can't help but want to click on the tweet to find out.
Whether it is the "figurative contrast" in terms of numbers, characters, facts, etc., or the "abstract contrast" in terms of nature definition, emotional psychology, and views and viewpoints, it can become the "good material" for the production of contrasting headlines in new media products.
"The brothers fought over this and cried!" Netizens are crazy likes": The brothers fighting was originally contrary to family affection, netizens were "crazy likes", the contrast of values makes people curious, eager to understand the reasons behind it.
BBC: What were you forced? Chinese citizen: I volunteered! 》: On the one hand, large foreign media organizations, on the other hand, ordinary Chinese citizens, show a strong contrast between each other's positions and cognitions on the issue of vaccination, which plays a good role in driving readers' emotions and enhancing their desire to read.
The truth is also prototype
Under the network communication ecology, the authenticity and falsity of massive information coexist. Audiences need diverse information and want to get real information. The "truth restoration" type title can hit the "pain point" of netizens' desire for truth and stimulate their reading needs. Many self-media randomly publish rumors without reliable sources, and some media rashly report without verification in order to seize the "first landing point", which has led to the emergence of "reverse news" in an endless stream.
In the face of rumors and suspicious news, the mainstream media timely launched new media products with the title of "Truth And Prototype", which can attract the attention of the audience at the first time and meet their desire for truth. At the beginning of the Chongqing bus crash incident, the media followed the trend and reported that the female driver driving a car fell into the river backwards, and for a time the female driver became the target of public criticism, and the stigmatization of the female driver group on the Internet also intensified.
At a critical point in time, the People's Daily Weibo successively published articles "Chongqing bus crash before the river crash video exposure car was hit and rotated 180 degrees", "People's Micro-comment: owe the female driver involved an apology", restore the scene of the incident, and justify the female driver's name. The title of each article hit the crux of the matter, aroused great concern among netizens, and quickly calmed down the storm of public opinion.
The title of the truth repeal can directly state the facts, distinguish between right and wrong, or around the relatively complex events or characters, pull out the core questions of the public, and guide them to explore the text.
The death of a student in Chengdu 49 once aroused great concern in public opinion across the country. Initial responses from relevant parties raised many questions, and with various fragmented information, the incident became more confusing. When the rumors are raging, the Xinhua News Agency's WeChat public account published an article titled "Restoring the Death of a 49 Middle School Student in Chengdu: Is There a Lack of Key Monitoring?" How did the fall happen? Why did the child get to this point? " played the role of "one hammer and one tone". The title of the article takes the three questions that the public is most concerned about and disseminates them in the posture of restoring the facts, which meets the public's demand for the truth to the greatest extent.
What happened to the epidemic in India? Our colleagues sent video answers from the center of the "storm"! "Three reasons! Headlines such as "70-storey buildings are shaking, preliminary findings are coming" belong to this style.
Data interpretation
Numbers are highly recognizable and can capture the visual attention of the audience in the first place. Data-interpreting titles cut from a digital perspective, interpreting the content points of new media products, which is easy to stimulate the audience's interest in reading, and it is also easier to obtain the audience's understanding and recognition.
At the beginning of the outbreak of the new crown pneumonia epidemic, the reports of various new media on the epidemic touched the hearts of the people of the whole country. At that time, the daily epidemic numbers were the most concerned by everyone: the number of confirmed cases in the country, the number of local confirmed cases, and the number of imported cases, these figures made the audience's attention highly focused. Although a long time has become a routine, the formation of the routine in turn proves that this is the most direct and effective way to attract the attention of the audience, which is highly consistent with the law of new media communication.
Many major theme new media products also focus on the use of "data interpretation" headlines to enhance the communication effect. In February 2021, when the mainland solemnly announced the comprehensive victory in the battle against poverty, many new media launched the "Shock! A total of more than 1,800 cadres sacrificed in the work of poverty alleviation" and other articles, invariably highlighted the number of "more than 1800" in the title.
It is shocking that so many cadres have died in times of peace because of poverty alleviation. Clicking on the tweet and reading carefully, I learned that some of these cadres suffered flash floods, some suddenly fell ill, and some of them fell into a river on their way to the countryside... Their stories fully embody the party's people-centered thinking and also embody the responsibility of a generation of communists, which makes people deeply moved and shocked.
"Remembering Wang Jicai: One Island, Two People, Three Lives Forever" is a 100,000+ tweet on the People's Daily WeChat public account, which is unique among many reports on "shoudao hero" Wang Jicai, and its digital headline is impressive. The simple numbers are full of tension, touching people's hearts, vividly outlining the characteristics of the characters, highlighting Wang Jicai's dedication and patriotism of "home is the island, the island is the country" in the harsh environment.
A good headline is "Admission Tickets", but it must not be just a gimmick to attract audiences to "enter". With a sensational or mysterious title, the content is empty, plausible, shoddy, vulgar, partial and even false, such a "title party" may "fool the user into the market" for a while, get high clicks, but in the long run, it is a drink to quench thirst, a dead end, because the ultimate damage is the media's own image, which will only lead to the user's "high exit rate" or even "never enter".
"Admission ticket" is important, what content the audience can see after "entering" is more important, it should be real, important, interesting, nutritious content, and content that "should be given to users and needed by users". While creating eye-catching "admission tickets", providing "meaningful and interesting" content is not only the responsibility of the communicator, but also the communication strategy followed by new media, only in this way can long-term communication effect be achieved.