However, the biggest headache for many novice authors often lies in the title.
Obviously, the content of the article is not bad, but there is no click-through rate because the title is not attractive. Writing for a long time without reading feedback is the easiest way for beginners to lose confidence.
When I write my own articles, I often get stuck in the title link.
Therefore, I studied the 100 popular articles of WeChat official account, including ten-point reading, visual sense and her magazine, and summed up five new media title cheats applicable to the fields of culture, workplace, Lohas and education.
A good title can often reveal some contents of an article, or attract readers' attention by creating dramatic contrast. Therefore, titles with too few words are often difficult to achieve such an effect.
At the same time, the new media platform also has a certain word limit for article titles, which must be based on relevant standards.
For example, the headline number is 5-30 Chinese characters, the Baijia number is 8-30 characters, the Weibo number is within 32 characters, and the official WeChat account number is within 64 characters.
The international nuclear accident level collected 100 titles based on WeChat official account. The shortest title is eight words, the new world's "After 90, it's terrible"; The longest is 38 words. I'm sorry, we only recruit children whose parents graduated from famous universities. The most terrible thing is that you still think that academic qualifications are not important.
In addition, most titles are between 20 and 30 words, which also applies to almost all platforms.
When the shock body became popular a few years ago, question marks and exclamation marks were widely used in headlines. In addition, many authors will use it. . . Not ellipsis.
Now it seems that this punctuation "killing Matt" wind seems to have blown away.
/kloc-only one of the 0/00 articles repeats the question mark "44-year-old Lin Chi-ling gets married: who are you, big brother?" ",other topics are only 1~2 exclamation points and question marks at most.
I thought about the reason, probably because the authors realized that the effect of abusing punctuation marks is similar to that of small advertisements on telephone poles, which is not only ugly, but also low.
Moreover, platforms such as Baijiahao also have certain restrictions on the use of headline punctuation.
At present, the most frequent punctuation marks, except the most normal comma, have all become colons and double quotation marks, which play the role of quoting words or leading to opinions/comments.
There are also two topics that are explained in brackets, namely "love rat's Cheating (Follow-up)" and "Five Levels of Insight into Human Nature: How do I judge a person's level (a good comment)".
Take a closer look. In fact, every official WeChat account editor has his own favorite style.
The most prominent one is the period in the title of visual sense, "Sha Yi's eight-year history of losing weight and tears are very similar to myself." Shanghai nanny circle of friends despises the chain. This is still a rare phenomenon.
The number of words is about 20. I don't like exclamation points and quotation marks, but I like periods. This is the unique title feature of visual sense.
In contrast, I think her magazines especially like to use colons and quotation marks.
For example, netizens told a real case: "He wore a wig, sneaked into the girls' bathroom and took 44 nude photos of girls ..." "28-year-old, unmarried, spent 500,000 yuan to give birth to a baby": a free uterus is safer than a reliable husband! "And" The annual salary is 300,000, the hospital 1 month, and the weight is 20 Jin ":There are many things in life, and I really can't wait ..."
English and numbers suddenly appear in a large square character, which is really eye-catching.
No wonder many media put "45 years old" and "7 years younger" in the title after Ling Zhi's sister got married, even if it has nothing to do with the core content.
Therefore, if you can extract digital information from your article, such as "five dry goods" or "six thoughts", it is best to reflect it in the title and replace Chinese characters with Arabic numerals.
For example, replace "4" or "4" with "4" and "30,000" with "30,000".
Of course, the figure of "100 million" can be ignored. ...
Using English in the title, especially the capitalization of English words, has the same effect.
For example, "this TVB walk-on is a lonely life." "And" crocodile shirt "once again replaced the LOGO that has been used for 85 years: we will not give up any of these 3,520 lives.
But we must pay attention to the universality of words, whether everyone knows and can understand them.
I saw an article about time management before, and put the English "Mental flow" of flow in the title, which had the opposite effect. The concept of "flow" is not well known to the public, and the scope of understanding in English is even smaller.
Don't try to drop your schoolbag in the title. The harder your title is, the farther away your words are from the public.
①? Create contrast and have clear boundaries.
For example, the recent photo of 40-year-old Zhang Ziyi: Self-discipline and non-discipline lead completely different lives. Self-discipline, non-discipline and diametrically opposed are all key words to create contrast. Through the 27-word title, we can see two completely opposite states.
Similar titles include "Pushing off 654.38 billion yuan, 36-year-old Raytheon retired and went home to wash dishes ..." and "It ruined countless post-90s childhoods, but countless people saw it but hahaha ...".
②? Close to life, unique perspective.
"When you sleep, what is your life?" When you sleep every day is a very daily topic, but the foresight at ten o'clock is not just about sleeping, or even linking sleeping with health preservation and health, but further linking it with fate.
Similar titles include "Sorry, your friend's application disappointed me", "Look at the food your wife brought you, and you will know that she doesn't love you at all" and "Your life has long been ruined by your high school teacher".
③? Celebrity endorsement, clear their views.
The same sentence, from the mouth of ordinary people, or from the mouth of Ma Yun and Ren Zhi, can be said to be a world of difference. Therefore, when starting the title, it is also an important way to improve the attractiveness by rubbing the popularity of celebrities.
For example, Ren: after sharing the money, more than half of the management problems will be solved, and Pu Shu: finally, he can be comfortable and live in peace with the world.
It is worth noting that celebrities and celebrities are also different in popularity.
For example, the article "Junior was scolded, 65438+2007 fell in love with four men: she was more popular than Cecilia Cheung, and disappeared after marriage ..." is actually introducing Liang Yongqi. But obviously, Cecilia Cheung's topic is much more topical than Liang Yongqi's, so she skillfully borrowed "She is more popular than Cecilia Cheung".
④? Set the scene and create suspense.
For example, Huang Lei's "war face" at the dinner table, why is the emotional intelligence low? It's about the bridge in the variety show. One book first described the scene of "tearing your face at the dinner table" at that time, but not only put quotation marks on the key words, but also used "how". The content of the topic is implicit, which leaves great suspense for readers.
Similarly, among all the people who show love in the circle of friends, I envy this one the most. And "The person you were jealous of, in fact ..." 。
⑤? Highlight the positive, emotional rendering.
Most titles that use colons and quotation marks, or the titles of explosive articles now, generally use this routine.
Because everyone reads from front to back and from left to right, so try to put the core highlights in the title in front, otherwise the highlights in the back will be missed because of the folding of the title content or the visual fatigue of readers.
However, it is not enough to just put the wonderful content in the first place. Today's good headlines have their own function of mobilizing readers' emotions.
For example, on the eighth day of being banned by the United States, Huawei calmly released the latest short film: May you never know the height of the earth, and "Daughter, there really is a devil in this world!" Dad's heartfelt words made countless people cry. "He" 20 19 college entrance examination composition topic exposure: meeting off guard, leaving for a long time. "
⑥? Challenge common sense and subvert ideas.
Shanghai nanny's circle of friends despises the chain. "This is very interesting. In most people's minds, nanny is a humble bottom occupation, but the chain of contempt subverts the stereotype of readers and makes people stunned.
A similar title is "The consequences of happy education may be a waste ... Japan has tried it for us".
⑦? Bundled benefits, dry goods benefits.
Topics related to health and wealth are often more attractive to the public. If you can attach dry goods or benefits, then the click-through rate of the article will not be low driven by benefits.
For example, "No matter how busy you are, save your health from these five aspects" and "The best way to abolish a person is to let him always do unsuitable work".
A good title is a bridge to link good content, not a writer's utopia.
If we excessively pursue the title and neglect the creation of content, readers will eventually feel cheated and lose trust in the author.
Not only that, but now many media platforms, including today's headlines, are also suppressing the title party. If your title is exaggerated, has nothing to do with the content or has little connection, it is easy to be deducted or titled.
On the contrary, if your content continues to be good, even if you have built a brand, it doesn't matter if you are willful in the title occasionally.
For example, I watch See you in May and Good June at ten o'clock. Although the title is simple and unsightly, the article still has good results of 10w+ and 12888.
InsDaily's "22 poor people get rich experience exposure: getting rich overnight is also good for your wife!" Although a bit tacky, it also rushed to the data of 10w+ and 26 19.
Wish at the end of the article, I hope everyone can come up with a good title to make the finishing point ~