MCN topic selection method: 8 sources of topic selection that are constantly updated on the account

How to select topics for short videos is a question that accounts often think about. This article explains the account's topic selection methods and how to create popular topics. I hope it will be helpful to you.

1. Sources of the eight major topics

1. Festival Nodes

1. Holidays: Women's Day, Valentine's Day, Lantern Festival, Spring Festival.

2. Season: cherry blossom season, graduation season.

3. Activities: Two Sessions, Olympic Games, World Cup.

2. Social hot spots

1. Breaking news: social news, etc.

2. Fixed hot spots: education, real estate, retirement, marriage, etc.

3. Benchmarking against competitors

1. Choose: ① Representative bloggers with many fans ② New bloggers with fast increasing fans.

2. Method: Multi-dimensional analysis, create tables or mind maps, including topics, titles, copy, pictures, layout, release time, etc.

4. Think differently

Don’t think about what you want to post, but think about what your target users want to see and need. You can start from the following aspects:

1. Benefits (can bring practical benefits)

2. Interests (matching the user’s interests)

3. Emotion (can cause emotional resonance)

4. Curiosity (most people don’t know)

5. Brainstorm

1. Steps ① Preparation: Generally more than 3 people, not too many people. ② Thinking: Clarify the rules and questions, and everyone thinks within a limited time, such as 10 minutes. ③ Speaking: Everyone speaks out their ideas, and others are not allowed to interrupt. ④ Improvement: Based on other people's ideas, have a collision of ideas. ⑤ Screening: Classify and evaluate everyone's speeches to eliminate the dross and retain the essence.

2. Principles ① Let your imagination run wild and speak freely ② Delay criticism and listen carefully ③ Quantity leads to quality, regardless of good or bad ④ Secondary creation, bring forth something new out of the old.

6. Brain Map

Compared with brainstorming team thinking, the brain map method is more suitable for individuals to find creative topics. It can help people think divergently and discover the connection between two things that are not noticed in daily life.

1. Write down a keyword

2. Write everything that can be associated with the keywords around them to connect them.

3. Repeat step 2 to continue to expand your associations

4. Finally, a very complex mind map is formed

7. Record your inspiration

Recording inspiration is a long process, which requires you to be good at using the memo and note functions on your phone. Record the flashes of inspiration in your mind anytime and anywhere. Although these ideas are fragmentary, they can become a topic library that cannot be ignored after long-term accumulation.

8. Participate in activities

If you really can't think of a topic, you can try the official topic activities. The official often has limited topics, and there will be various traffic supports or other rewards.

2. How to polish the hot topic

1. Audience

When considering whether a topic has the potential to be a hit, first think about whether the topic has a wide enough audience for your users.

For example, your user group is young girls aged 18-28, and you need to promote a parasol. There are two topics:

1. When traveling in summer, sun protection is a must-have for college girls.

2. How can girls who are afraid of getting tanned protect themselves from the sun?

Which topic has a wider audience? Without a doubt, the second one.

Young girls aged 18-28 and college girls are only a part of the user groups. For those users who are not college girls, this topic is not very attractive and they may not click on this article.

If we change the topic to girls who are afraid of tanning, the scope covered is relatively broad. Whether they are college girls, working girls, or mothers, they are all within the scope of this topic. This is what we mean by whether the topic has a wide audience.

If a topic does not take into account the majority of people and is a very niche topic, then it is unlikely to become a hit article. The starting point of our topic selection should be to take into account the entire user group as much as possible and increase the applicability of the topic, which will give it a better chance of becoming a hit article.

2. Resonance Points

When considering whether a topic has the potential to become a hit, the second point to think about is whether the topic resonates with users, which is what we often call the pain point: only when you grasp the user's pain point will users want to click to read, comment, and forward.

For example, your user group is young mothers in their 20s, and now you need to promote a baby stroller. There are two topics:

1. Safe and comfortable, recommend a cost-effective baby stroller

2. No more worrying about taking your baby out! The baby stroller is safe and portable, freeing up the hands of old mothers

Which topic can resonate more with users? I think most people will choose the second one. For many mothers, the tiredness of holding a baby is their common pain point. Especially when taking a baby out, a labor-saving and safe baby stroller is more needed. The entry point of portability can also meet the needs of mothers.

Learning to analyze the life and behavioral characteristics of user groups and exploring their pain points will help us better select topics that resonate with users.

3. Timeliness

When considering whether a topic has the potential to be a hit, the third point to think about is: how long is the topic's validity? Is it out of date? This is especially true for hot topics.

For example, the topic "The first cup of milk tea in autumn" was very popular before. In the past two years, every beverage shop has to do a promotion when autumn comes, but few beverage shops talk about the topic of "The first cup of milk tea in spring".

Because this topic is actually time-sensitive, many people regard "drinking milk tea in autumn" as a kind of ritual. It is not impossible to do the topic of drinking milk tea in spring, but it is difficult to cause large-scale dissemination among users because the timing is not right.

For example, the temperature in many areas of Guangdong is gradually rising, sometimes even close to 30 degrees. At this time, if you talk about the topic of "short spring coats that petite girls love the most", it is obviously not so timely. Therefore, when determining the topic, you must pay attention to the timeliness of the topic, especially the topics that are deeply related to social hot spots, seasons, and holidays.

4. Practicality

When considering whether a topic has the potential to be a hit, the fourth point to think about is whether the topic is practical for users. To put it bluntly, it is whether it is valuable to users. One point that must be paid attention to when writing notes is to write content that is valuable to users, and avoid self-satisfaction.

For example, if we want to write a workplace topic, there are two topics:

1. It’s not easy! Talk about my seven-year career

2. From an intern to a senior executive of a large company, I summarized 10 workplace experiences.

Which topic do you think will make you want to click more? I choose the second one. The first topic starts from "I" and describes my own experience. It is a self-indulgent topic. For users, unless you are a person they are interested in or a relatively famous person, this kind of "self-indulgent topic" is unlikely to arouse the user's desire to click.

The second topic is much more practical. What did I do to become a senior executive from an intern? What good experiences can I share? This kind of valuable content will be more attractive to users. When we determine the topic, we should choose "user-friendly content" and avoid "self-entertainment content."

5. Fun

The fifth point to consider when considering whether a topic has the potential to be a hit is whether the topic is interesting to users. We have previously worked on a "hot backpack" project, and we needed to publish a content issue for this backpack. Conventional product copywriting usually starts from the product's selling points, such as the capacity of the backpack, the strength of the shoulder straps, and the sweat absorption. However, if it is based solely on these points, it is obviously not interesting enough and it is difficult to spread.

So we combined the internet hot topic of “cure all diseases” with some interesting elements, and the topic became: a backpack that cures all diseases. Whether you have obsessive-compulsive disorder, procrastination, or indecisiveness, the “magic backpack” can solve the problem for you.

Then insert creative H5, combining the disease with the backpack to highlight the backpack's advantages of large capacity and quick drying.

Let’s compare the two topics:

1. Free your hands and recommend a large-capacity quick-drying backpack.

2. The magic backpack is here! It can cure all diseases!

Does the second topic make you more tempted to click? The second topic incorporates the elements of suspense and hot topics, which can easily arouse users' curiosity. Compared with the first topic, it is much more interesting. Interesting topics can attract more users' attention and become popular articles.

Author: Vic's Marketing Thoughts

Source: WeChat public account "Vic's Marketing Thinking (ID: Viccps0227)"