Xiaohongshu's online copywriting, every sentence has a great title

On Xiaohongshu, there is a post with a picture to test your online sense. Click on it and you will find that everyone is an expert. Let's take a look at the online sense copywriting of modern netizens.

We often say that new media must have "Internet sense", but what exactly is this Internet sense? People usually understand it as eye-catching content, which makes people want to click after reading it and can't help but interact with you crazily. These are definitely correct, but they may be a bit abstract. Let's take a look at a few examples.

For example, how to make this picture of a bun that has no filling in it popular? Just add a line of text:

And how can this photo of green onions make people hate it so much?

Just add one line:

There is also a photo of this milk slice. Someone asked what title to go with this picture. Can it break the 0 replies?

So to sum up the Internet sense in one sentence, it means knowing how to use the current Internet communication rules to maximize traffic.

So what are the current rules of Internet communication? From the above examples, we can basically see that the current traffic secrets of the Chinese Internet are nothing more than three points: hot spots, opposition, and contrast.

Let’s take the new media network sense test that has been very popular on Xiaohongshu recently as an example, and see how these geniuses play with these three points.

1. Opposition: Creating opposition can be regarded as a traffic tool on the Internet today. Although everyone seems to be harmonious on the surface, they may have accumulated countless grievances in their hearts. When this grievance reaches the Internet where people can speak freely, countless oppositions may break out - opposition between men and women, opposition between mother-in-law and daughter-in-law, opposition between colleagues, opposition between parents and children, opposition between bosses and employees... Where your grievances lie is naturally where the efforts of new media people lie. Stir up your grievances, harvest a wave of traffic, and then dissipate your grievances, and another wave of traffic. The latter is usually called "mouth substitution". For example, how to match the following photos with copywriting so that people can't help but click? Let's see how they create opposition.

2. Hot topics: This is a commonplace. Hot topics on the Internet are actually equivalent to crowds in reality. If you want to attract more people's attention, you naturally have to go to crowded places. "If you want to be popular, you have to take advantage of hot topics." For example, the "Fat Cat Incident", the hottest Internet topic in recent times, must have a place. From the exposure of the incident, to people's discussion of the incident, to the resulting confrontation between men and women, and the final reversal of the incident, this incident has almost never left the hot search list. Many important events, such as the highway collapse incident in the same period, have been directly overshadowed by it, which shows how popular the incident is.

New media people with a sense of the Internet will definitely not miss such hot spots, such as the following examples:

The original ordinary picture, combined with the hot spots, immediately received over 10,000 likes. Here are two other great examples of combining hot spots:

3. Contrast: Ordinary things are difficult to attract attention. Only dramatic contrast can attract attention, just like the famous saying in journalism: "A dog bites a man is not news, but a man bites a dog is." But nowadays, even a dog bites a man is not surprising. We need to put more effort into it.

It's not uncommon to eat fried skewers, but you have to eat them in the toilet.

It is not uncommon to take postgraduate entrance examinations and obtain a certificate, but taking them while in prison is different.

It is not uncommon for young couples to show affection to each other when they are in love, unless the other person is born in 1964.

There are also the following ones, each of which uses accompanying text to create maximum dramatic tension.

After seeing so much, I can't help but sigh that some people are born to work in new media, and some people are born with a good sense of the Internet. For example, a while ago I saw a girl who was in love and wanted to make her boyfriend happy, so she casually made three videos and got her boyfriend's Douyin account to a million followers. Later, after they broke up, she went to a new media company with a high salary.

Talent does exist, but even if you are not that talented, you can still summarize some basic rules from these cases and add them to your own skill set.