1, search traffic, the largest platform is
2, e-commerce traffic, the biggest platform is
3, social traffic, the biggest is Tencent.
4, information flow, the biggest platform is today's headlines.
There are also video traffic, short video traffic, audio traffic, and traffic in different specific industries. Today, let's talk about the information flow of reading scenes, which is the gameplay of today's headlines.
When we first made today's headlines, we encountered a problem that the article did not recommend. What should we do?
After understanding the rules of today's headlines, we summed up two points: get rid of machines and get rid of people.
Repairing the machine is to let today's headline system judge that your content is good and then recommend it to more users.
Today's headlines have a de-duplication mechanism, which is to classify and compare repeated, similar and related articles. You will find that today's headlines rarely push you the same content at the same time or repeatedly. So if you want to get a recommendation, first of all, your content should be as original as possible, and it is difficult to get a recommendation simply by copying and pasting.
After ensuring the originality of the content, you need to let the headlines label your content. The machine will analyze the keywords that appear in your article and judge the label of your article according to the frequency of keywords, which is very similar to the gameplay we talked about before. For example, if the words "mother, baby and health" appear many times in the title and text of your article, the system will know that your article is about maternal and child health and will push it to people who often read maternal and child content. The frequency of function words and inflectional words in the article is also very high, but these words will not be extracted as keywords.
For example, if you write an article about mother and baby, the topic is: Do this every day, so you don't have to worry about his growth!
If there are no important keywords in this title, it is difficult for the system to understand what your title is about.
In addition to tagging your articles, the system will also tag users according to their age, gender, geographical location, subscription channels, reading volume, likes, comments and other data, and then push the content with the highest tag matching degree to them, but the first batch of people pushed by the system is often not too many.
For example, the system may only be pushed to 1000 users for the first time. If the click rate of these users is high, the system judges that users like this content very much and will continue to recommend it to 10000 users. If the click rate remains at a high level, the system will recommend it to 30,000 users, 50,000 users or even 100000 users again. ...
Therefore, in order to get more recommendations, we must find ways to improve the click-through rate, user reading time, receipt, comments, forwarding and other data, the most important of which is the click-through rate, and the core of these data is to get people.
Since you want the click-through rate, can you use some routines of the title party?
The headline analyzes the contents of many title parties and establishes the title party model. Once your content is highly matched with the title party model, you will be restricted from recommending. In addition to the title party, users' intensive reports, too many negative comments, invalid abnormal clicks, outdated content, etc. will also be restricted from recommending.
You can't name the party, but you have to let the system recognize the content. How do you get this title?
In the previous course, I talked about the method of starting a title. Here are some tips:
1, number+comparison
Douban has 70,000 people and 9 points, and China has his own "superhero" movie!
"Douban 70,000 people scored 9 points" is a prominent figure, which is often extreme, either very high or very low. "China also has its own superhero movies" means comparison, comparing foreign superhero movies with our domestic movies.
2, hot spots+suspense
Analysis on the Ending Eggs of Captain Surprise, The Avengers 1234 Series.
Captain Surprise has just been released, and it is a hot spot. Finally, the analysis of eggs is the suspense.
3. Contrast+rhetorical question
Why do you always say that the poor like to make sounds and the rich like to make words?
Comparing the poor and the rich, plus a why, is comparison+rhetorical question.
The figures, comparisons, hot spots, suspense and rhetorical questions mentioned above can all be combined. You can list all these keywords for reference when you start the title.
After the title, the content can also refer to the design routine of the previous audio. One more thing to add here is the introduction. There are many headlines in the legal category. I have met many lawyers, and the content is very good, but few people consult or interact with him. The biggest problem is that they have no guidance.
Guidance generally has four purposes: to guide attention, to guide consultation, to guide comments and to guide forwarding.
Guide attention and consultation: it can be achieved by setting suspense at the end of the article. For example, after reading this article, you ask the user a very attractive question at the end, telling the user that if he wants to know more, he can pay attention to you, or he can trust you privately if he has related doubts, and you will give him an answer within 12 hours. In this way, if users really have questions, they may write to you privately.
Guide comments: You can invite users to interact at the end. For example, what is your first reaction after reading this article? With this interactive invitation, users' enthusiasm for comments will be higher.
Guided forwarding: It often depends on whether your last sentence can make the user's mood reach the highest point. This is generally not easy, even if it is a copy, it may not always make the user get up at the end. The next best thing, tell users directly, if it inspires you, I hope you can share it with people you care about.
Finally, it must be emphasized that no matter which platform you operate on, you must understand the rules of this platform. I did a small survey and asked about 20 people who had done headline operations. Only one or two have seen the headline college in the background of the headline number. If you want to make a good headline number, you must go to the headline backstage to see the content of the college. These rules I mentioned are published in it.
Many times, it is not so difficult to run a platform well. Just calm down and study their laws clearly. The platform will tell you what they want in these rules, give them what they want, and you will get more exposure.