As far as the video content is concerned, it is relatively unremarkable, the picture is not good-looking, there is no unexpected accident, and there is no focus that can attract people's attention. But its copy says, "It has been four years since I left my hometown and came to this city, and I still have nothing. I have to pay the rent again tomorrow, and I feel that I can't hold on any longer. Can the friends I see give me a compliment and encourage me? "
Such a copy matches the scenery outside the window and the prosperity of the city. The image of a city wanderer with a lonely heart and a hard life can immediately emerge in the audience's mind. Life as an adult will not be too easy. Many people can sing a little more or less. Soon, this video has more than 400,000 likes. Why did this plain video get so many praises? The answer lies in the copy.
This example is enough to illustrate the importance of copywriting. Then, when incubating Tik Tok IP, what should be written to make the copy play or reverse the effect of doing something or making the finishing point? Here, I will provide you with a basic principle of writing a copy: arouse the user's emotions and let him have a * * * sound with you.
The above example can get so much praise, and the essence is to mobilize our sympathy. "If a little praise can encourage you to stick to it, why not?"
A more specific behavior subdivision is: first find an annoyance of the user in a certain scene, and then show our attitude towards this pain point, thus touching the user emotionally and possibly causing the user to scream. For example, in the above case, the wandering feeling of the author and foreigners working together in the city touched us emotionally and inspired us to give encouragement.