If you want to write a good and popular topic, you need to understand from the beginning, what is the difference between a good topic and a bad topic?

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

There are two kinds of bad topics, one is dull, which makes people have no desire to click; The other is bluffing, which can attract people to click, but the content under the topic is completely irrelevant. Commonly known as "topic party", "topic party" is very dangerous. It will make users feel stupid and cheated, and their curiosity will immediately turn into indignation, and they can't wait to punish the people who write the topic.

And a good topic is based on the ingenious refinement of the content of the article. Just like a handful of cumin sprinkled on a mutton string by a little brother at a barbecue stall, it can attract passers-by to come forward.

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

It is irresponsible to stay away from the content and distribution platform and talk about the topic alone. In this long article, you will see the topic skills of different types of content and which topic users of different media platforms (WeChat, Today's Headlines, etc.). ) I prefer it.

Next, I divide the content into five vertical categories: emotion/chicken soup, fashion/entertainment, life/food, technology/information and common sense, and share the skills of writing a good topic with these contents.

First, feelings, chicken soup content

The primary responsibility of emotional content is to help users vent their emotions, and the responsibility of emotional topics is also here. If you have studied large-scale emotional topics such as Mi Meng and Hugo, you will find that they are all doing this work with great dedication.

Since you want to vent your feelings, the topic usually needs a clear concept, preferably black and white.

Tip 1: User-oriented

Let's take a look at the following questions about off the charts:

"Children are small, can't you make way?" Impossible (Mi Meng)

Are you a virgin? "None of your business" (Mi Meng)

"It's great that you have money?" Great (Mi Meng)

"Don't work too hard for girls?" "Do you support me?" (Hogo)

"Aunt is here? Drink plenty of water. " "Get out!" (Papi sauce)

Women in the workplace: afraid to get married and have children (Mi Meng)

Say it out loud. Don't ask, "Are you there?" (Kava Micro Card)

Don't force marriage, I don't think anyone deserves me! (Mimeng)

What my partner sends is none of your business! (Frog Brother Comics)

What these topics have in common are few words and simple grammar, and many of them use dialogue directly. The trick of this kind of topic is to stand completely from the user's point of view and express your thoughts without packaging. The advantage is that when users see the topic at a glance, there are some people who want to @ in their hearts, and a desire for infringement immediately rises in their chests, which is very beneficial to the click-through rate, especially the forwarding rate.

Tip 2: Challenge common sense+create binary opposition

Common sense is "the sweetness of low cost", while anti-common sense is "indulging yourself". Which topic do you think users prefer to click on? To feel the infection:

Love money and vanity for a boyfriend, but I'm not a bad woman (peach red pear white)

Be a difficult woman (HOGO)

Who defines that a woman must live a virtuous life? (A woman with a fragrant soul)

Women who will lose their families will be happier (Kawavica)

The main room should be as vivid as a mistress (misty)

Unfavorable girls, their fate will not be too bad (Mi Meng)

The above topics have broken people's conventional cognition. No matter whether the user denies the concept expressed in the same topic or not, it is hard to resist the feeling of wanting to discuss it. In topic writing, it is necessary to firmly construct the identity of binary opposition, such as "bad woman" (good woman), "difficult to get along with" (easy to get along with), "will fail" (will not fail) and "main room" (grade three) in the above topics. Some opposites are hidden, while others are clear. In any case, we need to shape this persistence and contradiction in the topic.

Tip 3: suspense+benefits

This popular topic, often with the tone of the elderly, is kind and attractive, revealing the true colors of life and tips for a happy life for users.

A man who really dotes on you will do this to you.

What little moves do boys make girls unable to rest on their own? (Du Shaofei)

What kind of woman is the easiest to seduce a man? (Xiaobei)

When in love, men hate these eight behaviors of women (so sisters)

Get the accurate posture of the male god (Papi sauce)

Do men cheat? Look at these two points (women study more)

What are the embarrassing quirks of Aries? (Comrade Uncle)

How do girls with medium looks advance to "beauty" (cicada creativity)

The common method of this kind of topic is to understand the benefits of the topic, so that users can understand what information they can get after reading it, and at the same time create suspense and attract clicks. For example, in the topic "What kind of woman is the easiest to seduce a man", the advantage is "seduce a man" and the buried information is "the trick to seduce a man". Without the advantage of hooking people, it is undoubtedly futile to talk about the skills of creating suspense.

Second, fashion and entertainment content.

Entertainment and fashion content are opposites to ordinary life.

What are the common antonyms? Story.

The story has ups and downs and suspense, which can satisfy people's curiosity and thirst for knowledge. Topics with these elements are easily poked by users' fingers.

Tip 1: Personal pronoun+timeline+inversion

Most of these topics begin with the first personal pronoun "he/she", and tell the ups and downs of this person's life one by one while the iron is hot. This kind of topic is basically that users will know the outline of the content after reading it, but they just don't know who this person is. For example:

She is one of the four most beautiful men in the Republic of China. /kloc-after filming at the age of 0/7, she committed suicide at the age of 25 under the cold shoulder of her ex-husband and lover, and gave her 300,000 yuan to see her off (financial gossip girl).

He is Liang Qichao's favorite. America got a doctorate in washing dishes. China made missiles to attack China, and he made missiles to defend the motherland.

She is a goddess harvester, and her clothes are more valuable. After falling in love and getting married, she was spoiled into a small public deed. 29 years old, still living like a 18-year-old girl! (business model)

Above, on the premise that the content is suitable for the facts, the bloodier, the more reversed and the more inspirational, the better.

Tip 2: suspense+information ladder

On the premise of content quality, topics that can arouse curiosity and prying desire are all good topics, such as:

Revealing a game platform, financing 400 million, Ma Yun, Ma Hua Teng, Shi Yuzhu and other big names are investing (entertainment cost theory)

The fact that merchants will never tell you: We evaluated 15 sweeping robots in three months and found that ... (List)

Take a photo with Zhang, Andrew shows his true height! I can't help but study the height of a circle of male stars centered on Andrew (serious gossip)

In addition to "It's all here", there is also a spell that will make you buy a pile of garbage (anti-underpants).

What kind of bag can really stand the test of time (Becky Li's fantasy world)

Buying these lipsticks will only get uglier and uglier.

This kind of topic successfully creates an "information ladder" through process suspense, that is, the writer grasps the mystery that the reader does not know, and the person who forwards this information grasps the truth that the person who only looks at the topic does not know, thus improving the click-through rate and forwarding rate of the topic.

Third, the content of life and food.

For the topic of life and food, the primary responsibility is how to vividly depict people's taste, vision, touch and smell with words, and create a sense of attraction.

Skill 1: content with multimodal perception

Because human beings have a cultural tendency to associate visual images with verbal information, which is the essence of multimodal perception. Psychological research has repeatedly said that concepts inspired by words are most likely to impress people when they can produce clear visual images in their minds.

Magic nougat and onion-flavored rice cake, bite down 54 floors (gourmet table)

How to eat 9 roses and 15 jasmine in one bite (food list)

Jinhua ham is as thin as a cicada's wing, and every bite is the taste of time (1)

1.5 Jin novel sugarcane is condensed into a candy: it knows what you can't say (enjoy the food)

This fruit is a little fresh (in the kitchen) because it combines three flavors: apple, pear and jujube.

The above topics are all about the taste of food, but instead of using adjectives to describe the taste, some specific nouns are used to stimulate the sense of picture, which is impressive. For example, the description of chopped green onion rice cake does not need to be "crispy", but "bite off 54 layers" to describe the flower cake, and "eat rose jasmine" instead of "fragrant", so that vision and taste are linked.

Tip 2: Look for endorsements.

People are always very interested in valuable tools and are more willing to discuss them. This is the power of endorsement. For example:

The West Lake Longjing picked this year is the tea (one piece) that Empress Dowager Cixi drank.

This is the legendary man who won the 20 16 Red Dot Award: Cat Toilet (1)

There is a red rope in the Forbidden City, which is worn by Sebrina, Jing Tian and Nicky Wu.

From Silicon Valley Fire to China, one is sold every three seconds. I don't want to touch anything else (tear eggs) after using this juicer.

We found the most famous sommelier in China and chose a bottle of port wine for you.

Among the above topics, historical stories, award-winning resumes, celebrities, sales, professionals and so on. They are all ways to add weight to the topic.

Tip 3: Metaphysical Refinement

For many people, the key to what to eat and use lies not only in the food and utensils themselves, but also in the air they can create, commonly known as "XX stands for XX's life position". For example:

Eat an excellent crayfish and catch up with the hot weather in Nanjing (penguin's guide to eating and drinking)

Depressed for a winter, the old man's girl's heart was awakened by this little sweet water (penguin's guide to eating and drinking)

As long as the pot is still rumbling, the expression will not be blue (Edgar is full)

A lazy egg, save your winter anxiety (enjoy food)

Modern people have too many diseases to be cured: insomnia, anxiety, depression, sadness, social fear, embarrassing cancer ... Modern people have too many psychological needs to meet: literary heart, blx, escape heart, girl heart, princess heart, queen heart ... There are related words in the title, and the click-through rate will be more guaranteed.

Tip 4: Comparative Method

Compared with oral description, contrast is a skill of saving words and effort;

After eating this piece of pineapple cake, everything else is very accommodating (Edgar is full)

Sweeter than 99% fruits in the world, and as charming as mousse (in the kitchen).

"Hermes" in chocolate has placed itself at the top of this year's Valentine's Day ticket circle (Chengdu cuisine).

Using these little things 10 in psychological period is 100 times more effective than using brown sugar water (IF).

In the title, through process comparison, it seems a bit exaggerated to describe the characteristics of an object, but it is not exaggerated, which makes users more eager to click for further understanding.

Tip 5: Play the edge ball.

The world is cruel to the white lotus. Those topics that are not decontaminated and washed white are often sharp tools to attract attention. For example:

He took 1000 photos of his little brother (cicada idea)

Every morning and evening, I just want it to shake (one) in my mouth

I invite you to sleep (1)

What is the experience of a male partner being straight (Frog Brother Comics)

A man has a tool that a woman will swallow on Valentine's Day night (Du Shaofei)

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

Above, bidding is risky, so the operation must be cautious.

Fourth, science and technology, information content

Some of this kind of content is news, such as the new speech of the big boss and the new actions of the big factory. As long as you put the relevant keywords on it, it is enough to attract people's attention. In addition to this kind of content, there are some techniques to add color to the content with topics.

Tip: List numbers.

Such topics usually contain one or more sets of numbers, such as:

After tracking 783 startups for five months and analyzing 647,000 pieces of data, we found 10 interesting phenomenon (Tiger Sniffing Network).

In the future, this picture of 1 1 tells you what the three old portals rely on now (Curiosity Daily)

YY's overseas story: How do you imagine a 1 live broadcast platform with a monthly life of 30 million and a valuation of 400 million US dollars (36Kr)?

Escape from the small French style: 60% users return to the APP, and 70% pioneers want to abandon development (titanium media).

Because numbers are antonyms of trance, it is easy to give people a sense of professionalism and power.

Verb (abbreviation of verb) common sense content

Common sense content must have information increment to be valuable, which must be clearly expressed in the title of such content.

Tip: simplify the complex.

Why can an article detonate the partner circle? Eight Content Dissemination Disciplines Behind User Automatic Forwarding (Shantou Business School)

A long article, understand all the routines of the topic "65438+ Million+"(Uma Xiaoman)

10 minutes to understand the logic and common patterns of online advertising (three lessons)

After visiting 2 1 media moguls with 500 million fans, I came to 22 conclusions (new list).

These four soul problems can solve 80% of your difficulties (LinkedIn).

Seeing the above group of topics, do you almost want to save the forwarded expression before reading the content? The characteristic of their cooperation is that the common sense contained in the content is very simplified and refined, so that users do not have so much psychological burden at first glance. For example, "8 subjects", "a long article", 10 minute ","22 conclusions "and" 4 questions "all show clear benefits with numbers.

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

In addition to the above micro skills, understanding some macro trends is also very helpful for writing a good topic.

1, the topic is getting longer and longer.

In the era of paper media, a good topic has one main element: short. Because of the high cost of paper printed matter, the layout is limited. In the digital age, there is no need to worry about this constraint. At this moment, the topic length authorized by WeChat subscription number is 64 words, and the topic length authorized by headline number is 30 words.

In the process of analyzing more than 2,000 articles of 65,438+million+explosive articles, the content entrepreneurship service platform "New List" also found that the number of titles of WeChat explosive articles showed an increasing trend:

20 15 February 16, with an average topic length of 18.02 words;

20 16 February 16, with an average topic length of 19.29 words;

20 17 February 16, with an average topic length of 2 1.66 words.

Liu Chen, a new media expert, believes that information is getting longer and longer in new media, which is a phenomenon of "information pre-positioning". The fundamental reason is that the information explosion leads to the increasing scarcity of attention capital. "Instead of folding all the information into text and passively expecting users to open it, it is better to directly display the information on the import, so that people can see it at a glance."

This requires content creators to consider topics from the user's point of view, and consider what kind of topics people want to click on most without knowing anything about the content.

2. Different media platforms receive different topics.

Multi-platform distribution has become an inevitable trend of content creation. Then, if the same topic is posted on high-traffic platforms such as WeChat WeChat official account and headline number, will it have the same result? Let's compare the topic of "Er Geng" on WeChat WeChat official account and headline number.

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

The above picture shows the title of "Ergeng" in WeChat WeChat official account, which embodies the characteristics of few words and abstract meaning. At first glance, it is difficult to know the specific content of the topic. Let's take a look at the title of "Er Geng" in the headline:

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

From the list of "Best Articles" on the right side of the above picture, we can see that "Ergeng" has read hundreds of thousands of articles on the headline number, with many words and specific meanings. Basically, users will know what the content is saying after reading the topic.

Why does Ergeng use different topics on different media platforms? Because obviously, the distribution mechanism of WeChat WeChat official account and headline number is different. Wechat is a social platform, and its distribution is based on social relationships, so what content and topics have social topic attributes (such as feelings between men and women, constellations, etc.). ) easier to receive.

Today's headlines are an information platform, distributed by mechanical algorithms. Some words with specific meanings are easier to be recognized by machines and then pushed to users who like to read these "tags", and users prefer to click on stories.

# Rubbish Today Headlines # What 12 headline routines are used in those "65438+ 100+" articles?

If you want your content to get good traffic on different platforms, in addition to mastering the common skills of writing explosion topics, you need to think more about how accounts with good traffic on major platforms start topics. I believe you will gain more.