1. Analysis of characteristics

1. The title is attractive.

Because WeChat official account tweets only display the title when forwarding, a tweet must have an effect of attracting users in the title. Similar emotional tweets from WeChat official account for young people often use declarative sentences and imperative sentences as the title, "Contemporary youth living alone: die alone. The title of ""tells the young people's point of view in the tone of contemporary young people living alone, that is, they are not afraid of dying alone. In fact, this title can directly see the target audience of the tweet, which is more attractive to its target group, and directly summarizes the state of loneliness and death, which coincides with the living conditions of many young people and their visions for their future lives, and is spread among the target groups and their circles.

2. The topic selection hits the target group and tracks hot spots, but the timeliness is weak.

Young people are the main target of this article. The twenties are the time when life is full of uncertainty, and this period is inevitably in a lonely stage. Therefore, this topic is only for contemporary young people who live alone. Although it seems to be a minority, it is actually the post-91s generation who are the main force contributing to network traffic. It seems that the minority also has enough traffic.

WeChat official account, an emotional WeChat, rarely tracks political hotspots, but focuses on gender issues, psychological issues and entertainment issues. Such topics often appear in hot searches in Weibo. Team WeChat official account quickly catches young people's psychological and emotional issues and writes them in writing, which is actually another way to track hotspots. For example, in the example tweet, the lonely death of Japanese elderly people was also widely discussed in the hot search in Weibo some time ago. It is not excluded that the WeChat official account team only took a look at the attitude of netizens before they voted for it.

Weak timeliness refers to the issues discussed in the selected topic, which is a long-standing problem for young people. In other words, different people may encounter problems mentioned in these topics at different growth stages. On the surface, this article is mainly aimed at young people who are living alone at present. However, in fact, young people are endless, and all children may encounter similar loneliness in the future. Therefore, this type of tweet is weak in timeliness and not easy to go out of date.

3. The single sentence is divided into paragraphs, and the sentence pattern is simple.

concise sentence patterns are more suitable for the current fast-paced and loose reading habits. The meaning of a single sentence is clearly expressed in paragraphs, and short sentences are mainly easy to read. A single sentence can flexibly switch narrative scenes, show multiple scenes and stories one by one, and present rich and complex content in a simple and clear way. In fact, simple sentence patterns do not require high educational level, and young people of all educational levels can read articles without difficulty and get their own ideas from them. Spoken language is also a major feature of this kind of tweet. Obscure language will limit the audience to groups with higher education level, and it is difficult to promote it on a large scale. However, spoken sentences are very conducive to promotion in terms of the number of potential audience groups.

? 4. Starting with a story, leading to social phenomena

In the narrative process of the article, there are obvious "routines", that is, a phenomenon that is afraid of universality is triggered from the story. An article of WeChat official account's "Probability Theory" can be divided into five parts: introducing the topic through the story of himself or his friends, linking the story with his own life, pushing it from himself to the whole young people, expounding his point of view through movies or documentaries, and ending with a warm-hearted seemingly literary sentence. This model is easy to arouse the audience's interest. Interesting topics with opening stories give users a sense of empathy, and then let users know that they are not alone through writing, and many people have the same thoughts and experiences, thus increasing the user's viscosity. It is an important way for WeChat official account to gain economic benefits by guiding users to forward articles based on identity to increase traffic, and then realizing traffic.

5. Tell the story in the first person and use emotional sentences.

When telling stories, use the person of "I" or "my friend" to make users feel more realistic when reading; In the subsequent description of group phenomena, we should write in the person of "we" to narrow the distance with users. In the whole article, many separate sentences are expressing feelings and emotions, such as "to tell the truth, I am very tired". In the self-media communication, two-way interaction with users is an important feature, which arouses users' desire to communicate and express through the narration in the article, and then interacts with users in the comment area to increase users' loyalty.

Second, the existing problems

After understanding the characteristics of self-media network communication, this kind of emotional WeChat official account flexibly adjusts the narrative method to make it more in line with users' reading habits. But it is precisely because of the practice of "doing what one likes" that there are some problems in the article.

1. Serious homogenization

Vertically, the number of topics available for young people to discuss is very limited, and even the hot search list in Weibo has a high repetition rate. For example, questions about gender relations often reappear in front of the public in another language, and netizens' attitudes and comments are exactly the same as before. As a hot spot, WeChat official account can only discuss the same and similar topics once and for all, and it is difficult to produce interesting views and innovative topics.

horizontally speaking, there are many emotional WeChat official account similar to "probability theory", which seize the market of young people. The quality of this kind of WeChat official account is mixed, but the topics and opinions, and even the way of writing, are highly similar, so most similar WeChat official account can only attract users through activities or welfare outside the article in the competition. This way of self-media development is actually unfavorable at the ideological level. Most self-media do not work hard on content, but attract users with various presentation forms. Therefore, this kind of popularity from the media may be a false prosperity.

2. Serious patterning

As mentioned above, self-media articles often have "routines" when writing, and new users may find it interesting when reading, but after reading a few more articles, they will find that each article is similar to "chicken soup". This kind of "chicken soup" seems to be distracted, but there is nothing new in the content. Writers write articles in a similar way, which is easy to write, but gradually boring to read. Since the media often pay attention to the realization of traffic and win by quantity, it is easy to ignore the quality of the text.