New media is a form of communication that uses digital technology to provide information and services to users through computer networks, wireless communication networks, satellites and other channels, as well as computers, mobile phones, digital televisions and other terminals. The emergence of smart phones has accelerated the process of new marketing. Corporate accounts must fully integrate the characteristics of the brand, have a distinctive style and a strong personal color, so that others can feel a sense of brightness when they see new media copywriting. This section mainly introduces new media copywriting from the perspective of Weibo copywriting and WeChat copywriting.
Weibo is the abbreviation of microblog. It is a broadcast-style social network platform for obtaining, sharing and disseminating short information based on social relationships. It is a type of blog. The current mainstream Weibo platform is Sina Weibo. As one of the most popular social platforms today, the types of users registered online are very wide, including personal Weibo users, corporate Weibo users, government Weibo users, organizational Weibo users and temporary Weibo users. Regardless of the type of Weibo, Weibo owners can carry out marketing promotion by writing copywriting. Weibo copywriting focuses on the transmission of value, content interaction, system layout and accurate positioning. Cross-border e-commerce copywriters should be familiar with the writing and promotion methods of Weibo copywriting to attract more users to become consumers.
Features of Weibo copywriting
The attention mechanism of Weibo can be divided into two types: one-way and two-way. Weibo has the characteristics of timely, interactive, massive, fragmented, and broadcast communication.
Weibo copywriting has the following characteristics.
1. Short and sharp
When writing Weibo copywriting, do not pile up a lot of words. It is best to be short and sharp, concise and concise. The number of words should not exceed 140, and 100-120 words are preferred. The content of the copywriting should be easy to understand, so that readers can quickly accept the ideas of the article, so as to achieve the purpose of triggering thinking and rapid dissemination.
2. Clear theme
No matter what kind of copywriting, it needs to have a clear theme, which requires positioning before writing, including the reader group of the copywriting, the purpose of writing, whether it wants to increase the popularity of the company or brand, or promote the sales of a certain product, etc. For different purposes, the writing of copywriting is also different. As long as the goal can be achieved, the copywriting is successful, not just simply checking the forwarding, comments and likes of Weibo. If the company’s Weibo is only used to serve customers, then clarifying the goal can help the company better persuade customers, refute unreasonable requests from customers, etc.
3. Topics are more important than copywriting
Not everyone is a successful joke writer and can write attractive copywriting. In this case, you might as well change your mindset and start with the current hot topics. If you can catch a topic that everyone is paying attention to or is attractive, you will definitely be able to get the attention of Weibo users. Pay attention to daily accumulation. Topics of daily life, current hot events, etc. are all content that can be accumulated. As long as you find the right angle to cut in, you can use it flexibly. When you first start writing copywriting, you may have no clues or ideas, but as long as you accumulate for a period of time, whether it is the sensitivity to news or the channels for finding materials, there will be certain progress.
4. Spread quickly and pay attention to interaction
After publishing a successful Weibo copy, try to resonate with many users in a short period of time, and then continue to forward it to achieve the purpose of rapid dissemination. This requires grasping the reader’s psychology when writing the copy, and using your own experience and some methods to create the copy. No interaction, no marketing. When the Weibo copy is sent out, if it arouses the interest of fans and makes them participate, this is the first step to success. Then it is to retain fans’ continued attention through interaction, just like the interactive Weibo copy of Redmi’s listing, which makes users feel involved and accomplished, and then pays attention for a long time and becomes a loyal fan, which is easy to convert later.