When Li Mu was preparing to visit Chen Wan at her home in Yanjing, Chen Tong, the person in charge of YY Blog, found a hint of inspiration from Li Mu's popular blog.
As a kind of self-media product, blogs are very popular all over the world. However, this popularity is very regional. It is difficult for American blog products to become popular in China, and it is also difficult to become popular in other countries.
Even the YY blog has not been able to be promoted around the world. Its number of users around the world is much smaller than the number of users in the YY space.
Chen Tong understands content very well, so he conducted in-depth research on blogs based on the content level and came to a set of conclusions: Blog content is generally longer, of higher quality, and has higher audience viscosity, but the disadvantages are also obvious. The length of high-quality content will greatly limit the creation speed and increase the user's cost of reading.
For celebrities who are more active on blogs and have higher attention at this stage, their average blog creation speed is about three days. After all, bloggers have formed a habit at this stage. Blogs must not only have clear topics and sharp arguments, but also There are moving sentences and gorgeous rhetoric. One piece of content has to take into account so many points, and the difficulty of creation does increase a lot.
And users' patience on the Internet is getting worse and worse. Chen Tong once asked technology to help make statistics. They first collected data under a new blog posted by a celebrity, and then counted the clicks on this blog to remove duplicates. The number of users, as well as the time for each user to jump out, the final data conclusion made Chen Tong feel chills down his back.
First of all, this blog has a total of 2,600 words, with 8 pictures, and the normal reading time will not be less than ten minutes.
Secondly, in the 24 hours since this blog was published, a total of 160,000 deduplicated users clicked in, and 120,000 users jumped out within ten minutes. This means that 75% of People haven’t even finished reading;
Again, of the 120,000 people who jumped out, more than 60,000 jumped out within five minutes, which means that about 40% of the users left without even finishing half of it;
At the same time, Chen Tong discovered an interesting data: more than 95% of users stayed on the page for more than 1 minute.
Then a lot of questions come.
The first question: If a large number of users don’t have the patience to read this long blog, then what’s the point of having this blog with high-quality content
Second question: If more than half of the users will jump out of this long-form blog, will other long-form blogs have a similar fate
The third question: Does it mean that shortening the content length of this blog will increase the proportion of users who read the full text of this blog
The fourth question: How short is the content that is most suitable for online content
After listing these four problems, Chen Tong has been thinking of ways to solve these four problems.
First, he contacted some famous experts and asked them to try to reduce the length of the content. Then he got a data that amazed him:
For a 3,000-word blog, the click bounce rate fluctuates around 75%, and the proportion of user comments can only account for 0.5%-1% of the click rate;
In other words, 100,000 people read a 3,000-word blog, 75,000 people left without finishing it, and the remaining 25,000 people were able to finish it, and then about 500-1,000 people commented. ;
When the same author publishes a 1,500-word blog, the click bounce rate is reduced to 45%, and the proportion of user comments accounts for about 1.5%-2% of the click rate;
In other words, if 100,000 people read a 1,500-word blog, 55,000 people will finish it, and there will be about 1,500-2,000 comments;
The number of words has decreased, but the number of people who have read it has increased. Because the number of people who have read it has increased, the number of comments has also increased a lot.
This discovery made Chen Tong feel that it was time for the blog to lose weight. Too lengthy content not only affected the speed of creation, but also interfered with user reading and interaction.
Just when he wanted to continue trying the 1,000-word position, Li Mu's blog suddenly became popular!
Chen Tong did not expect that Li Mu's blog of more than 300 words would become popular all over the country in a very short period of time, and then all over the world. Media from all over the world would translate the content of his simple blog into Chinese languages. Then he reported it in the country's media, and the people in that country mostly agreed with his views. They even found the original address of this blog to comment and like him.
In less than a day since the blog was posted, the number of hits has reached tens of millions, and the number of comments is approaching one million. Even Chen Tong himself was frightened by this data.
However, he quickly began to analyze the factors that made Li Mu’s blog popular:
First, it was written by Li Mu. Li Mu himself is a super celebrity with his own traffic and attention, so it is normal for him to get a lot of attention;
Second, the content of Li Mu’s blog is sharp and can resonate with readers;
Third, and most importantly, the content of this blog is short and concise!
Only content that is short enough can ensure the maximum user complete reading rate, because he can finish it in tens of seconds, basically finish it in one glance, and he doesn’t even react before he wants to leave;
Only content that is short enough can arouse self-spreading by users. Jokes with high spreading rates are short and concise. They are not only easy to remember, but also easy to retell, and are easy for others to understand. No matter how funny a 15,000-word joke is, it will Few people can write it all down and then relay it to others;
Only content that is short enough can arouse crazy attention and reporting from the media. Whether it is print media, online media, or TV media, reporting a few hundred words of content does not need to occupy too much space or take too long. That’s why the media spread Li Mu’s short blog virally. If Li Mu’s blog has 5,000 words, it would take a full page to be translated into English, and the host would have to read it for fifteen minutes. How can it be reported
Moreover, Chen Tong discovered the most critical point: the creation cycle of short blogs is extremely short, which can make great use of the author's fragmented time. He cannot ask busy people like Li Mu to write 1,500-2,000 words for a blog every day. It is a high-quality blog with arguments, writing, practical information, pictures and even a sense of humor. But I can beg Li Mu to squeeze out a little bit of time every day from eating, riding in the car, resting, and going to the toilet to write a 200 article for the blog. -Short content of 300 words. It does not require any writing, practical information or even pictures. It only needs to have a theme and idea.
Just like the article Li Mu just posted, it can even be shorter than that one, for example: The purpose of my business is to make money and make more money.
Li Mu can even say something casually about current hot topics, such as: I wish all college entrance examination candidates good results.
It can even be some non-nutritious things, for example: The weather in Yanjing is too hot recently, what about your place
With Li Mu's influence, his followers will easily get into an interactive mood after seeing such content, and then respond to Li Mu in the comment area.
For an opinion leader like Li Mu, it is easy to create a few articles a day. Although it may not seem nutritious, the majority of fans and supporters will never reject such content. On the contrary, it can increase viscosity and increase users' enthusiasm for interaction...
When combing all the way to this point, Chen Tong suddenly had a clear set of ideas.
Based on the blog, he wants to make a light blog with simplified content!
…
While Chen Tong was immersed in writing the light blog product plan, Li Mu was sitting in Chen Wan's restaurant, having dinner with her and her parents.
Li Mu brought several bottles of collector-grade Maotai liquor to Chen Wan's father, Chen Yuan. According to Chen Ze, these liquors are rare items that can only be found in the collection market. Basically, few people are willing to drink them. Chen Yuan I couldn't put it down when I saw it, but I still took the initiative to open a bottle and wanted to drink two cups with Li Mu.
Li Mu didn't know how to taste wine, and he only thought that the high reading of this wine was scary. However, since he was dining with his elders, he naturally had to drink a few more glasses with him.
For Chen Yuan, Li Mu is definitely his noble man. Before, even in Jinling, he only took care of small projects under Zhang Kexuan's father. He didn't even have the opportunity to independently develop a real estate. But because of Li Mu, he was able to work with Wanying Real Estate Through cooperation, he got a development opportunity for a large real estate in Yanjing. For him, this was like a five-year journey.
Because of this, Chen Yuan and his wife were extremely polite to Li Mu, so polite that Li Mu felt a little embarrassed.
While pushing the cup to change the cup, Chen Yuan filled another cup, picked it up, and said to Li Mu: "Mr. Li, let me propose another toast to you. Thank you for taking care of our family..."
Li Mu immediately stood up and held the wine glass in both hands.
Chen Wan is his woman, and to a certain extent, his benefactor. Out of affection for Chen Wan, it is his duty to help Chen Yuan in his career.
He said to Chen Yuan very sincerely: "Uncle Chen, please don't be so polite in the future. You are Sister Wan's father and my elder. No matter what, I am a junior. What you said is really shameful." Me."
Chen Yuan smiled with a bit of embarrassment and said: "I drank a few glasses of wine and my mind didn't turn around. I'll punish myself with one drink!"
Li Mu shook his head helplessly, and Chen Wan on the side also looked helpless. After looking at Li Mu, she said to Chen Yuan: "Dad, drink less. You will become confused after a few glasses of wine. You used to have too much alcohol." It’s not that bad.”
Chen Yuan smiled and said: "In the past, in Jinling, I had all kinds of social activities that I couldn't refuse all day long. After coming to Yanjing, the social activities suddenly became less, I drank less, and my drinking capacity gradually declined."
Chen Wan subconsciously asked: "Why do you have less social activities after coming to Yanjing?"
Chen Yuan smiled slightly and sighed: "Jinling is a small temple with strong winds. We have to be polite to accompany anyone who comes. I pour a glass of wine there and you have to do it if I ask you to do it. If you don't drink it for a meal, One and a half kilograms won't come off at all, but now we are dealing with Wanying's land. Wanying's background in Yanjing is well known to peers, partners, and senior leaders in the industry, so everything will be done. It’s convenient. I basically don’t need to treat people to dinner and drinks like before. Even if I occasionally socialize, no one will persuade me to drink. Not only will I not be encouraged to drink, but others will stop me and persuade me to drink less, so I basically just stop by the order.”
Li Mu nodded and said with a smile: "It's not a bad thing if your drinking ability declines. At least you are healthy."
Chen Yuan smiled and said: "Yes, I drink less and am not as busy as before. I used to work with Xiaowan's uncle and usually took on many small projects at the same time, so I ran around every day. Now I don't have to worry. too much."
Li Mu smiled calmly and said, "Uncle Chen, the days when we can have such peace of mind may not be long."
Chen Yuan felt anxious and hurriedly asked: "What should I say?"
Li Mu smiled and said: "The Wanying Gubei Water Town project is about to start, and there is also a film and television base project that is expected to start within this year. Then you won't be as relaxed as you are now."
(End of chapter)