Hotspot Marketing Cases: How Do New Media People Follow Hotspots? 4 ways to make you crazy

Trending Marketing Case Study: How Do New Media Professionals Capitalize on Trending Topics? 4 Methods to Explode Follower Growth

It can be said that chasing hot spots is a must-have skill for every new media person.

Cases of rapid follower growth due to a single article almost always involve chasing short-lived trending topics, including " Mi Meng, " who also promoted her public account in this way.

What is a hot spot?

A hot spot is a thing or place that attracts attention at a certain time.

If you have chased hot spots, you must know that hot spots must be chased fast. You often have to stay up late to chase them. The pressure is very high, and your body will collapse for a long time. Do you think it is too hard to chase hot spots like this?

I see many people chasing trending topics, but if those topics don't align with my own identity , it's not a good time to follow them.

So Chen Weiliang had a brilliant idea: to categorize trending topics so that you can choose the online promotion methods that suit you best to follow them.

Three hotspot categories

• 1) Long hot spots (predictable)
• 2) Short hotspot A (predictable)
• 3) Short hotspot B (unpredictable)

XNUMX. Long hot spots (predictable)

The characteristics of long hot spots are that they have a long time period and are just needed.

It is relatively easy to attract traffic , especially through lifestyle search queries and generators .

life tools:

• Weather query
• Car violation inquiry
• Express tracking number query

Builder:

• QR code generator
• Tibetan poem generator
• WeChat Avatar Generator

According to our own positioning, we can explore the pain points and needs of users, and provide practical tools that can meet the needs of users.

XNUMX. Short hotspot A (predictable)

The characteristics of short hotspot A (predictable) are that it can be predicted and prepared, and the timeliness is short, especially for festivals.

Holiday hotspots, unlike news hotspots, are "predictable and routine hotspots".

Festive category:

• 情人 节
• Christmas
• Easter

Why chase holiday hotspots?

1. Wide audience
2. Can be fully prepared in advance to reduce the pressure of rushing drafts
3. Most festivals have holidays, so I have time to read the official account

XNUMX. Short hotspot B (unpredictable)

The characteristics of short hotspot B (unpredictable) are that it is sudden and unpredictable, and mainly focuses on news hotspots that people pay attention to:

• social event
• celebrity gossip
• hot topic

Unpredictable news hotspots, in particular, need to be analyzed with the help of the following tools:

• 'How do we-media people catch hot events? 5 tools necessary for rubbing hot spots"

Chasing hotspots success stories

Here we will take an inventory of articles that have been read in millions or tens of millions in 2017, and learn how they follow the hot spots?

1) "Shared bicycles are really a good mirror of the national mirror"

On February 15, 2017, the WeChat public account " Copywriting Maniac's Notes ," with only 74 followers, published an article titled "Shared Bikes: A Very Good National Mirror for Revelation." It was subsequently deleted by WeChat officials for violating regulations. Before its deletion, it had received more than 3.3 million views and gained 150 million followers.

• Chen Quanwei, the author of the article, said:The trick to grasping the hot spots lies in seeing all kinds of financing news about shared bicycles at that time, so it is judged that this will be a good topic and timing.

2) "Ma YunThe unmanned supermarket opens today"

一篇题为《马云的无人超市今天开业》的文章中，该作者者于2017年7月8日和9日分别在自己的两个微信公众号上进行了发布，累计阅读量超过3000万，增长36万个粉丝。

The account "Daily E-commerce Leaks" pushed out an article at 23:37 on July 8, 2017, which seemed to break its own record, reaching 1366 million views in less than 3 days.

『互联网热点』的微信公众号在2017年7月9日3点55分，再次修改文章标题后发布该文，不到3天，突破1650万的浏览数。

• Author Wang Jinghua said:Engage inself-mediaFor 4 years, I have been doingE-commerceRelated content, also knowTaobaoThere is an unmanned supermarket that confiscated cashiers during the Creation Festival, so we can judge that this will be a hot spot.
• After the first post, I found that the number of readings was still high at XNUMX o'clock in the middle of the night, so I quickly changed the title and ending and pushed it to another public account.
• 1 popular article, achieved an explosion of fans of 2 numbers!

3) "Why Xi Mengyao is not worthy of sympathy"

On November 2017, 11, only 21 users followed the public account "Ten Yuan Jun", because Xi Mengyao staged a "Real Wrestling Show" in a large-scale Victoria's Secret live broadcast in Shanghai, which became a hot spot at that time.

Wrote an article "Why Xi Mengyao is not worthy of sympathy", which was read by more than 48 million people within 620 hours, with over 10 likes and over 9 fans!

4) "Thanksgiving, Durex molested 13 brands in one go"

On November 24, 2017, the WeChat public account "Shock Copywriting" capitalized on the Thanksgiving holiday trend by publishing an article titled "Durex Teases 13 Brands in One Go on Thanksgiving," which specifically analyzed the trending posters on Durex's official Weibo account. The article garnered over 732 million views within 24 hours, thus becoming a super popular article in the online marketing world.

At present, the reading volume of this article has exceeded 1000 million+, more than 6.8 people have liked it, and the number of fans has increased by 18.

5) "Song Joong Ki & Song Hye Kyo: Should I apologize for love at first sight, or get married?" 》

On July 5, 2017, Mi Meng's first post after her account was unblocked, titled "Song Joong-ki & Song Hye-kyo: Should I apologize or get married regarding love at first sight?", captured the hottest entertainment news of the day.

此文阅读量3分钟突破10万+，10小时突破10万+点赞，累计阅读突破1000万。

The picture below is the official account platform data 12 hours after the tweet ▼

Mi Meng is an emotional public account, so whenever there is a hot spot in the entertainment industry, Mi Meng is also often chased.

The following two articles are what Mi Meng has been chasing recently, hot articles in the entertainment industry ▼

• "Li Xiaolu & PGone: What do men and women do to be considered cheating? 》
• "Li Xiaolu & PGone: On How to Sleep Safely with Sister-in-law"

Four methods of chasing hot spots

So, how did Mi Meng follow hot articles in the entertainment industry?

After analyzing various successful cases of chasing hot spots, some new media people summed up these four principles:

• 1) Monitoring
• 2) Identification
• 3) Speed
• 4) Innovation

1) Monitoring:

• Whether through program hotspot monitoring,
• Or manually check the real-time hotspot list,
• You have to find the hotspot in the fastest way possible.

2) Identification:

• After you find the hot spot, you also need to identify whether it is good energy or negative energy?
• How long is the time limit?Is it suitable for own use?How suitable is it?and many more……
• We may have seen many examples of failure to catch up with hot spots. In that embarrassing dilemma, it is better not to chase!

3) Speed:

• Quickly make content for the popular, the competition is speed.
• In the face of hotspots, it is not very suitable for too elaborate and repeated revisions.
• Otherwise, it is easy to cause the hot spots to fade long after your content comes out, and the huge hot spot traffic has been preempted by others.

4) Innovation:

• Make the hot content as different as possible.
• Because we are chasing hot spots, what can be widely disseminated is definitely not ordinary and extremely similar content.
• It is best to use a unique and extraordinary point of view as an entry point for chasing hot spots.
• 1, 2, 3 list the most common angles, jump out of common thinking, and brainstorm new ideas

How can there always be new angles?

• There is an easy way, you think of the most common angles first, list 1, 2, 3, then bypass them and think of new ones.

(When a hot spot breaks out, if you don’t chase the hot spot, others will.)

The following articles are summaries of Mimon and are particularly recommended:

• 'How to write a popular WeChat article with a reading volume of 100 million+?"

Why is Mi Meng so popular?

Previously, Chen Weiliang's blog summarized and shared the reasons for Mi Meng's success:

• 'How did the Mi Meng official account succeed?Why is it so hot?There is a reason behind it!"
• 'How to make Sina blog articles be recommended to Sina blog homepage?"
• 'How does the tens of millions of large Mimen rely on content to increase fans? 3 cores and 7 links create wonderful stories"

If you miss the article summarized by Chen Weiliang above , you might be missing out big time! ^_^

Extended reading:

• 'How do we-media people catch hot events? 5 tools necessary for rubbing hot spots"
• 'What kind of article title catches your eye the most? 107 Most Attractive WeChat Titles"