The return of the value of the Weibo festival is more likely to become a explosive topic manufacturing machine

Original: Chen Ying

On August 4th, the arrival of the Volkswagen Festival Qixi made the next cheerful online. Offline, couples are busy dating gifts; online, media, brands, big V, netizens, etc. to create an online festival feast together.

On Weibo, various hot search topics have appeared in turn. Whether couples or single people, they can participate in the ceremony of clouds.

In the immersive festival atmosphere created by Weibo, the media Weibo outputs high -quality content based on the public holiday consensus, thereby realizing the empathy and deep interaction of the people.

01

Holiday communication gameplay is fully upgraded,

Media for explosive topic manufacturing machine

In fact, it is not just the Qixi Festival. Every popular holiday, the strong festival atmosphere and a grand ritual sense of Weibo can always attract a large number of netizens. Many related topics appeared on the hot search, and the number of related topics read tens of billions, and the number of discussions reached tens of millions. Among them, many are the topics of media account planning and hosting.

#Is ancient Women's Day#

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#有 00 00.

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#Is one of the 365th of the day and night#

#How to show love with Henan cultural relics#

Native

Based on the topic, the media planned the topic and content planning around the Ji Jine itself. The media exported various festivals in the form of topics and hosts.

Judging from the topic of the Qixi Festival, the media's planning has surpassed a single "love" category. There are various types of topics: the topic of creative ideas that are ingenious, there is a topic of emotional resonance that integrates the true feelings, as well as refining topics and interactive interaction. Interactive observation topics. The three types of original topics have excavated the connotation of Tanabata from different angles, providing netizens with topics and content for participation and discussion. Diversity, flexible, and innovative topics have been sent to hot search by netizens.

The creative topic of brain hole is not only the embodiment of the deep content of the media, but also the manifestation of the media's youthful and innovative power.

For example, the topic planned from the perspective of the cultural relics#例 例 例 例 How to show affection of Henan cultural relics#and introduce the national treasure -level cultural relics pottery pottery pots unearthed from Dahe Village. Symbol of love.

Relying on cultural relic resources in Henan, many cultural and creative programs have frequently came out in recent years. The topic of the holidays of the Qixi Festival combines the resource advantages of its cultural relics provinces, and it is also in line with its content tone. It also seizes the attention of netizens.

The love in the cultural relics has aroused the interest of netizens.

Another example is the Qixi theme video released by@再 再, playing a new height of Dunhuang murals. The video animated the image in the Dunhuang murals, telling such a story: "Look at the prosperous treasure in the world, and encountered new troubles in Hong Kong: Lion Jade is in love! In order to help the younger brother get out of the love network, people ride pictures with pictures with pictures with pictures, and people ride pictures with pictures with pictures. The lion jade went to Dunhuang thousands of miles to find the true meaning of love in the legend. Can A Yu pay as expected this time? It turns out that the love in Dunhuang murals a thousand years ago was so good. "

Some netizens left a message in the comment area: "Live, jump out of the picture."

This year's video released by Children's Day@今 今 今 今 今 今 今 今 今 今 写 今 今 今 今 今 今 今 今 今 今 今 今 今 今 今@@@@今 今 今 今 今 今 今 今 今 今 今. In the video, @CHN_ 筱 视 视 视 视 视 uses ancient poems, Chinese drums, creative national style dances, etc. to send blessings for netizens. Netizens commented: "This hair, this dress, this color matching, the details are full."

If it is said that creative topics can increase the emotional points of netizens, and the topic of emotional resonance will stimulate empathy and realize emphasis on the softest part of the netizens in the hearts of netizens.

On the day of the Qixi Festival, the topic planned by@#is one of the 365 points on the 365th of the Datong. "Tanabata is the footnote of love, but also the warmth of the day and night. It is not only the Qixi Festival, but also the night and night." , Every day, it's Qixi Festival. "

The topic of interactive observation is to discover the topic from the point of view of the news and the attention of netizens, and the attention and interaction of netizens through the festival Dongfeng.

"Western Development" magazine official Weibo@《《《《#《《《WeChat red envelope can be sent 520#to dig out the topic point of public concern from the "news" on the day. The second place in the hot search list. With insight and keenness,@decision -making, which has only 2 million fans, has continuously created a number of hot search topics in the past two months.

Another example is@再 再 再 再#The ugliest flower received by Tanabata#, just look at the title and arouse people's curiosity. Click on the video to live up to expectations. The strange color and peculiar flowers are "rolling in the sky", and the laughter of countless netizens has been poked.

What's more interesting is that after the topic was issued, many media peers and netizens took the initiative to forward, and there were "thunder" flowers such as cauliflower, western blue flowers, and wire balls. One step.

Analyzing the topic of Weibo on Mother's Day and Children's Day, we can find that creative interaction is the commonality of the Weibo festival atmosphere. The media have formed a set of their own models and methodology in the festival dissemination -that is, based on the insights of young users, using the topic of younger and innovative perspectives, touching the sensitive point of users, attracting netizens to participate in the topic of the holidays, the topic of the festival Among them, you may get new knowledge, or emotional resonance, or follow -up interaction. According to rough statistics, many media in the Qixi Festival have gained well. @网,@cover news has 2 topics on the hot search, and 16 media accounts have 1 topic to appear on the hot search. According to the topic of the hot search list from high to low:@ Western decision -making,@西 西,@西 西,@西 西,@西 网,@021 video,@Xinhua.com,@西 西,@@@,@vista watching the world,@西 西 西 西News,@headline news,@新闻 新闻,@新闻 文,@新闻 网.

With the strength of the Weibo platform, the media has become an out -of -the -box festival -spread explosion manufacturing machine in various popular festivals.

02

Taking festival communication as the starting point,

Media and Weibo co -wins and win -win results

Volkswagen holidays are undoubtedly an important node in daily life. The nodes of large and small nodes have been connected in series all year round, which also makes life a more sense of ritual. Just like the Spring Festival Gala on New Year's Eve, although there are many spit, it has become a cultural consensus symbol, which is indispensable and irreplaceable.

As the holiday ceremony of the Volkswagen Festival gradually Internetization, the media created topics, creating hotspots, and condensing people's hearts on Weibo on Weibo nodes. Output.

Of course, communication requires a carrier, and good festivals are inseparable from open and strong interaction platforms. As a "public opinion field", Weibo has high -quality and massive brands, users, content, and field advantages. Through the popular holiday links, more people, and through the topics and interaction, set the sense of festival ceremony and create A real and immersive atmosphere has become the most ideal platform for the Internet.

As a comprehensive social media platform, Weibo has formed a complete holiday communication ecosystem, and actively launched a number of support policies to promote the effect of 1+1> 2 in festival dissemination.

Beginning in the second half of this year, Weibo launched a festival co -creation plan to help high -quality content exposure and social asset precipitation through content production incentives, special traffic tilt, and official matrix promotion, and maximize the potential energy of festival topics.

In response to media festival dissemination, Weibo provides a number of incentive policies, and scarce resources such as booting page and top Weibo are also open to the media. The media of the topic host can get cash incentives as long as the topic and views reach the standard. For the media, holiday communication is not only a good starting point for leverage the resources of Weibo platform resources, but also an excellent carrier to activate its own advantages.

Weibo also opens a joint model jointly launched by festival themes. With the advantages of the social field of the interests of Weibo platforms, the advantages of multi -vertical content, and the advantages of young and diverse user advantages, it brings four or two pounds of effects to the joint media.

For example, Qixi this year,@例 例 例@@微 例,@微 例@@节 例 例 例 例 例 例 例#How to spend this day, and also link 86 athletes to show their topics. The current reading volume has reached 250 million times. The number of bloggers participating in the original with 68,000 people. At the same time, Weibo provided the topic resources for the topic, and the topic appeared on the 30th place in the hot search list.

What's more important is that the media itself has topic planning and content production capacity, which can keenly capture hot spots and the public's emotional sensitivity points, and then plan the topic and content that is more likely to attract public attention in festival communication. In the public, the media is naturally authoritative and credible. Its authoritative status is that ordinary self -media and brand institutions are incomparable. This is an advantage in itself.

Compared with major events and the accidental and uncertainty of major social news, the regular holidays of the time are naturally self -topical and concerned. Holiday communication is a relatively easy -to -operate and controllable grasp of the media. In addition, for the media that accelerate the advancement of the Internet's main battlefield, festival communication is undoubtedly a growth point with potential, and there is a lot of development space, so it has gradually become a stage for the media to compete.

It is not difficult to find that a good festival communication can not only achieve the effect of traffic and reputation, but also more likely to further link the participation of large V and achieve commercial breakthroughs.

Based on the popular festival, the content advantages of the media mining, cultivating, and expanding the public festival, and using the channel advantages of the emerging platforms such as Weibo to achieve the emotional interaction and depth of the public Breaking the circle, this is what the media is in deep integration.

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