Characteristics and Problems of the Official WeChat Account Twenty Essays

1. The title is very attractive.

Since the tweets of the official WeChat account only show the title when forwarding, a tweet must have the effect of attracting users in the title. Similar emotional analogies on WeChat official accounts for young people often use declarative sentences and imperative sentences as the title, "Contemporary youth live alone: die alone. The title of ""expresses 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, directly summarizes the state of loneliness and death, coincides with the living conditions of many young people and their visions for future life, and spreads in the target group and its circle.

2. The topic is aimed at the target group, tracking hot spots, and the timeliness is weak.

Young people are the main object of this paper, and life is full of uncertainty in their twenties, which is inevitably in a lonely stage. So this topic is only for contemporary young people who live alone. Although it seems to be a niche, it is actually the post-90 s who contribute to the network traffic, and it seems that the niche also has enough traffic.

WeChat official account, an emotional WeChat, rarely tracks political hotspots, but pays attention to gender issues, psychological problems and entertainment issues. This kind of topic often appears in Weibo hot search. The official WeChat account team quickly grasps the psychological and emotional problems of young people and writes them in writing, which is actually another way to track hot spots. For example, in the example tweet, the lonely death of Japanese elderly people was also widely discussed in Weibo hot search some time ago. It is not excluded that the WeChat official account team only voted after looking at the attitude of netizens.

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 Therefore, this analogy is weak in timeliness and not easy to be outdated.

3. Single sentence into paragraphs, simple sentences.

Concise sentence patterns are more suitable for fast-paced and loose reading habits. Single sentences are clearly expressed in paragraphs, and short sentences are mainly convenient for reading. One 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 don't need a high level of education. Young people of all educational levels can read articles without difficulty and get their own ideas from them. Spoken English is also a major feature of this analogy. Obscure language will limit the audience to the group with higher education level, and it is difficult to popularize it on a large scale. However, spoken sentences are very conducive to popularization in terms of the number of potential audiences.

? 4. Start with a story and lead to social phenomena.

In the narrative process of the article, there is an obvious "routine", that is, a fear of universality is triggered from the story. An article in Probability, the official account of WeChat, can be divided into five parts: introducing topics through stories of yourself or friends, linking stories with your own life, pushing them from yourself to the whole young people, expounding your views through movies or documentaries, and ending with a warm-hearted seemingly literary sentence. This model can easily arouse the interest of the audience. Interesting topics with opening stories give users the feeling 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 viscosity of users. 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 realize traffic realization.

5. Narrating in the first person, often using emotional sentences.

When telling stories, use the person name of "I" or "my friend" to make users feel more real when reading; In the subsequent description of group phenomenon, we should write in the person of "we" to narrow the distance with users. Throughout the article, many individual sentences are expressing feelings and emotions, such as "To tell the truth, I am very tired". In self-media communication, two-way interaction with users is an important feature. Through the narration in the article, users are aroused to communicate and express their desire, and then interact with users in the comment area to increase their loyalty.

Second, the existing problems

After understanding the characteristics of self-media network communication, this emotional official WeChat account flexibly adjusts its narrative mode to make it more in line with users' reading habits. But it is precisely because of this "do whatever you want" approach that some problems appear in the article.

1. Homogenization is serious

Vertically, the number of topics discussed by young people 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 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 generate interesting opinions and innovative topics.

Horizontally, there are many emotional WeChat official accounts similar to "Probability Theory", which have seized the market of young people. The quality of this kind of official WeChat accounts is mixed, but the topics, opinions and even writing styles are highly similar, so most similar official WeChat accounts can only attract users through activities or benefits outside the article. 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 popularity from the media may be a false prosperity.

2. The model is serious

As mentioned above, self-media articles often have "routines" when writing. New users may find it interesting when reading it, because it is fresh, 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 the content is nothing new. 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 words.