Chapter 1485 A Slight Blog
When Li Mu was going to visit Chen Wan's home in Yanjing, Chen Tong, the head of YY Blog, found a hint of inspiration from Li Mu's popular blog.
As a self-media product, blogs are very popular all over the world, but the regionality of this popularity is very obvious. It is difficult for American blog products to become popular in China, and it is also difficult for them to become popular in other countries.
Even the YY blog has not been able to be popularized in the world. The number of users in 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: the content of blogs is generally long in length, high in quality, and high in audience viscosity, but the disadvantages are also obvious. The length of high-quality content will greatly limit the speed of creation, and will also increase the behavioral cost of users' reading.
Celebrities who are more active on blogs and have a high degree of attention at this stage have an average blog creation speed of about three days. After all, bloggers have already formed a habit at this stage. Blogs should not only have clear topics, sharp arguments, but also There are moving sentences and gorgeous rhetoric, and a piece of content has to take into account so many points, and the difficulty of creation does increase a lot.
And the patience of users on the Internet is getting worse and worse. Chen Tong once asked technology to help do a statistic. They first buried the data under a new blog by a celebrity, and then counted the clicks of the blog to remove the duplicates. The number of users, as well as the time each user jumped out, the final data conclusion made Chen Tong’s back shiver.
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, there were 160,000 users who clicked in to remove duplicates, and 120,000 users who jumped out within 10 minutes. This means that 75% of people, have not read it;
Third, among the 120,000 people who jumped out, more than 60,000 people jumped out within five minutes, which means that about 40% of users left without even reading half of it;
At the same time, Chen Tong found an interesting data, more than 95% of users stayed on the page for more than 1 minute.
Then came a lot of questions.
The first question: If a large number of users do not have the patience to read this long blog, what is the point of this blog content no matter how high-quality it is?
The second question: If more than half of the users will jump from the browsing of this long-form blog, will other long-form blogs have a similar fate?
The third question: Does it mean, shorten the content length of this blog,
Will it 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 trying to find ways to solve these four problems.
First, he contacted some famous people and asked them to try to reduce the length of the content, and then he got a statistic that surprised him:
For a 3000-word blog, the click bounce rate fluctuates around 75%, and the proportion of user comments can only account for around 0.5%-1% of the click ratio;
In other words, 100,000 people read a 3,000-word blog, 75,000 people left without reading it, and the remaining 25,000 people can read it, and then there are about 500-1,000 people who comment. ;
The same author publishes a 1500-word blog, the click-through rate is reduced to 45%, and the proportion of user comments accounts for about 1.5%-2% of the click-through ratio;
In other words, 100,000 people read a 1,500-word blog, 55,000 people can read it, and about 1,500-2,000 people comment;
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, and even the number of comments has also increased a lot.
This discovery made Chen Tong feel that it is time for blogs to lose weight. Too long content not only affects the speed of creation, but also interferes with users' reading and interaction.
When he wanted to continue trying the 1000-word level, Li Mu's blog suddenly became popular!
Chen Tong did not expect that Li Mu's blog with more than 300 words became popular all over the country in a very short period of time, and then all over the world. The media from all over the world translated his simple blog content into Chinese. Then it was reported on the media in the country, and the people in the country agreed with his views very much, and even found the original address of this blog to give his comments.
In less than a day after the blog was published, the number of hits had reached tens of millions, and the number of comments was 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, he was written by Li Mu. Li Mu himself is a super celebrity with his own traffic and attention, so it is normal to pay more 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 short enough content can ensure the maximum complete reading rate of users, because he can read it in tens of seconds, basically he can read it at a glance, and he has not reacted when he wants to leave;
Only short enough content can arouse users’ self-propagation. A joke theater with a high transmission rate is short and concise, not only easy to remember, but also easy to retell, and easy for others to understand. No matter how funny a joke of 15,000 words is, it is also easy to understand. Few people can memorize it all and then pass it on to others;
Only a short enough content can attract the media’s crazy attention and retelling. Whether it is paper media, online media, or TV media, it does not need to take up too much space or too long to relay a few hundred words of content. That's why the media spread virally about Li Mu's short blog. If Li Mu's blog has 5,000 words, it would take a full page to translate it into English, and the host would have to read it for 15 minutes. How could it be reported?
Moreover, Chen Tong found the most crucial point: the creation cycle of a short blog is extremely short, and the author's fragmented time can be used to a great extent. A high-quality blog with arguments, writing, dry goods, pictures, and even a sense of humor, but I can beg Li Mu to squeeze a little bit out of the time for eating, riding, resting, and going to the toilet every day, and write a blog post for 200 - Short content of 300 words, it does not need any writing, any dry goods or even pictures, it only needs to have a theme idea.
Just like the one that Li Mu just posted, it can even be shorter than that one, for example: The purpose of my business is to make money, and to make more money.
Li Mu can even say something casually about current hot topics, such as: I wish all the college entrance examination candidates good grades.
It can even be something that is not nutritious, for example: the weather in Yanjing is too hot recently, how about you?
With Li Mu's influence, his attention and seeing such content, it is easy to have an interactive mood, and then respond to Li Mu in the comment area.
This kind of content, for an opinion leader like Li Mu, it is easy to create a few articles a day. Although it seems that it is not nutritious, the majority of fans and fans will never reject such content. On the contrary, it can increase the viscosity and improve the user's enthusiasm for interaction...
When combing all the way to this point, Chen Tong suddenly had a set of clear ideas.
Based on the blog, he wants to make a light blog with simplified content!
...
When Chen Tong was immersed in writing the light blog product plan, Li Mu was sitting in the dining room of Chen Wan's house, having dinner with her and her parents.
Li Mu brought Chen Wan's father Chen Yuan a few bottles of collectible Maotai wine. According to Chen Ze, these wines are rare items that can be found in the collection market. Basically, few people are willing to drink them. Chen Yuan When I saw it, I couldn't put it down, but I 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 reading of this wine was frightening, but since he was eating with his elders, he naturally had to accompany him to drink a few more glasses.
For Chen Yuan, Li Mu is definitely his noble person. Before, even in Jinling, he only handled small projects under Zhang Kexuan's father, and he didn't even have the opportunity to develop a real estate independently, but because of Li Mu, he was able to work with Wanying Real Estate. Through cooperation, he got the opportunity to develop a large project in Yanjing. For him, this is a five-year step.
Because of this, Chen Yuan and his wife were extremely polite to Li Mu, and even Li Mu felt a little embarrassed.
Between pushing the cup and changing the cup, Chen Yuan filled another cup, picked it up, and said to Li Mu, "Mr. Li, I'll give you another toast, thank you for taking care of our family..."
Li Mu stood up immediately, holding a wine glass in both hands, saying that he did not dare to take it.
Chen Wan is his woman, and to a certain extent, his benefactor. Out of love for Chen Wan, helping Chen Yuan in his career is his own responsibility.
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. You say that, it's really frustrating. I am."
Chen Yuan smiled and said with a bit of embarrassment: "I drank a few glasses of wine and didn't turn my head around, I will punish myself for one!"
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 be confused after drinking a few glasses of wine. You used to drink too much. It's not that bad."
Chen Yuan smiled and said, "In Jinling, there were all kinds of social events that couldn't be pushed away from day to night. After coming to Yanjing, the social events suddenly decreased, and the alcohol consumption gradually declined."
Chen Wan asked subconsciously, "Why do you have less entertainment after coming to Yanjing?"
Chen Yuan smiled slightly, and sighed: "Jinling is a small temple with strong winds, and whoever comes, we have to accompany you politely, pour a glass of wine there, let you do it, you have to do it, don't drink one after a meal. A pound and a half can't come down at all, but now we are working on Wanying's land. Wanying's background is well known in Yanjing, whether it is peers, partners, or high-level leaders in the industry, so everything will be done. It’s convenient, basically I don’t need to invite guests to eat and drink as before, and even if I occasionally socialize, no one persuades me to drink, not only did I not persuade me to drink, but others also stopped me to drink less, so basically it’s all on the go.”
Li Mu nodded and said with a smile: "It's not a bad thing to drink less, at least in good health."
Chen Yuan said with a smile: "Yes, I drink less alcohol, and I'm not as busy as before. I used to work with Xiaowan's uncle, and I usually took on a lot of small projects at the same time, so I ran around every day, now I can save my worries. too much."
Li Mu smiled indifferently and said, "Uncle Chen, it may not be long before you have such peace of mind."
Chen Yuan felt anxious, and hurriedly asked, "How do you say it?"
Li Mu smiled and said, "The Wanying Gubei Water Town project is about to start. There is also a film and television base project that is expected to start within this year. By then, you won't be as relaxed as you are now."