There is a very interesting public account.
It does not chase hot spots, does not talk about complex knowledge, and has no so-called "dry goods density".
The author just paints.
Use a few simple comics every day with a few short sentences about emotions, relationships and life, but you can continue to get good reading.
It has been observed that the reading of this type of content in a single article is not low, and the frequency of account updates is also very stable.
What's even more interesting is that its commercialization is not radical.
There is no crazy selling classes, no daily bringing goods, and little controversy is created.
It just does one thing over and over:
Draw out the emotions that adults cannot express clearly.
This account is called "Fan Xiaobai".
If we follow the logic of traditional public accounts, such content does not seem to be dominant.
Shouldn't public accounts compete for the amount of information, opinions, and depth?
She reversed it.
Less text, low information density, fixed painting style, and fixed theme.
But it is precisely these seemingly "not enough" things that allow her to form a very stable content model.
1. What she really does is not an article, but a "picture card"
This is the most critical step in understanding this account.
Many people see a public account article and understand it as a whole.
But her content unit is actually not an article, but:
One cartoon + two or three short sentences.
An article is just a collection of more than a dozen cards with the same theme.
This change is very important.
Because when the content unit changes from "an article" to "a picture card", the creative logic is completely different.
Not too many words.
Information should not be too complex.
A sentence must be understood in seconds.
It is even better to cut it out separately without requiring a context.
As a result, the words were forced to become more refined.
She is not writing long for the sake of writing long, but is constantly compressing.
In one sentence, only the most worthy part is left.
This is actually a very strong content design.
Let each picture have the ability to communicate independently.
Readers do not need to explain after reading a picture.
If you feel that you are right, you will save it.
If you feel it is suitable for a friend, forward it.
I felt that it resonated very much, so I posted it on my circle of friends.
At this time, the article is no longer just "reading content".
It also becomes:
Things that can be saved, things that can be forwarded, things that can express yourself.
This is also difficult to achieve in many long articles.
2. What is really powerful is not the golden sentence, but the "can be taken away"
When many people do emotional content, their first reaction is to write golden sentences.
But golden sentences do not mean dissemination.
What really determines dissemination is whether a sentence has the opportunity to enter readers 'lives from the author's hands.
For example:
"We should learn to reduce internal friction."
There is nothing wrong with this sentence.
But after reading it, it is difficult for readers to take further action.
And if you change it to:
"Internal friction is something that has not yet happened after repeated punishment."
It begins to have the possibility of being preserved.
Because it is no longer just an opinion.
It seems to describe a state for the reader.
And this kind of content is the easiest to create a feeling:
"Isn't this me?"
This is a very important communication mechanism for emotional content.
What readers often forward is not "This article is well written."
Instead:
"This is what I want to say."
Therefore, to judge whether a sentence has communication value, we might as well change the question:
If I delete the author's name and leave only this sentence, would I be willing to send it to others?
If the answer is yes, it truly has the ability to be "taken away".
3. Her title is actually the sentence that is most worth taking away in the text
Look at the title again.
You will find that the titles of this type of content are often not complicated.
They are not even like traditional article titles, but more like a sentence that can be directly put into a circle of friends.
It can be roughly summarized into several structures.
1. core type
For example:
"All relationships that make you uncomfortable should be reconsidered."
The first thing it does is not to explain, but to let the reader substitute.
The word "all" makes people subconsciously think:
Is there a relationship talking about me?
So the click happened.
2. warning type
For example:
"I'd rather not say a word than share too much."
It does not give a general principle, but a boundary.
After readers see it, they can easily regard it as their own reminder.
3. contrast pattern
This is a very useful structure in emotional content.
First give something vague and huge, and then pull it back to concrete reality.
For example:
"The fear we think is a mess, but in fact, the fear is a thread in our hands."
There is a gap between the front and back.
This gap is itself a hook.
4. Declaration type
For example:
"Loneliness at ease is much better than those who disobey their will."
It provides an attitude that can be quoted directly.
When readers forward it, they are actually expressing their position for themselves.
5. nomological type
This may be the ability most worthy of learning for newcomers.
Many times, people are not without emotions.
But there is no way to accurately describe your emotions.
A truly powerful creator not only tells you "what to do", but can give you a name for your state.
For example:
"When you have an emotional breakdown, please allow yourself to wither for a few days."
"Wither" is originally the state of plants.
But when placed on people, it suddenly becomes very specific.
You don't even need to explain "why".
Readers themselves understand.
This is actually the most valuable ability of emotional content:
Make it clear that you can't explain clearly.
4. Why can she keep writing, but it is not easy for her to write blank?
The answer may be exactly:
Her themes are few enough.
After taking this kind of content apart, you will find that there are actually only a few motifs that appear repeatedly.
The first category is emotions.
Insomnia, collapse, loneliness, anxiety, internal friction, fatigue.
The second category is relationships.
Consumption, alienation, border, farewell, approach.
The third category is the self.
It's okay to be yourself, accept imperfections, allow loneliness, and be slow.
It seems like there are many themes.
It's actually highly concentrated.
This is very important for content creators.
Because the most common mistake newcomers make is to change the theme every day.
Write about the workplace today.
Write about marriage tomorrow.
Write investment the day after tomorrow.
Start writing about travel in a few days.
It seems that it can know everything, but in fact nothing forms a memory point.
A mature account is often the opposite.
It will repeat.
Repeat one character.
Repeat an expression.
Repeat several core motifs.
Repeat a visual language.
Repeat until the reader sees it at first glance and knows that "this is hers."
The same goes for fixed comic characters.
A fixed image, a set of stable painting styles, and a few long-term motifs.
It looks like they're trying to change their tune.
But for creators, it's productivity.
Because you don't need to start from scratch every day.
Just keep looking for:
Are there any new ways to express the same question?
5. The key to stabilizing traffic is not necessarily algorithms, but "social currency"
When many people study hot accounts, the first thing they do is to study platform algorithms.
When will it be sent?
How many words are the title?
What are the keywords?
What is the recommendation mechanism?
These are of course important.
But for this kind of content, there is another source of traffic that is often ignored:
Readers actively spread.
The dissemination path for an ordinary article may be:
Platform recommendation → user reading → end.
For a chart with expression properties, the propagation path may become:
Platform recommendation → user reading → save → post to friends circle → friends see it → forward it.
These two types of transmission are completely different.
Because the latter no longer relies entirely on the platform.
Readers themselves become distribution channels.
Why?
Because emotional content naturally has the attribute of "self-expression".
One person sent a sentence:
"Loneliness at ease is much better than those who disobey their will."
What he really expressed may not be his appreciation of this sentence.
Instead, he was telling others:
"That's what I think now."
So, the act of forwarding itself has become a social expression.
This is also why some content is particularly easy to save, take screenshots, and forward, although it does not contain much information.
It does not provide knowledge.
Instead:
One expresses one's own language.
6. Good emotional content has another advantage: it will not expire quickly
The biggest characteristics of hot content are:
Come on.
But it's also about to expire.
Today's hot spots may bring 100,000 readings.
After a week, no one may care.
But questions about loneliness, relationships, anxiety, and self-worth are very sad.
Three years ago, I wrote "insomnia".
Some people still have insomnia today.
Three years ago, I wrote "How to Stay Away from People Who Consumption You".
There are still people facing such relationships today.
Three years ago, I wrote "Allow yourself to slow down".
There are still people who need this sentence today.
Therefore, this kind of content has a very special asset attribute:
It doesn't decompose easily.
The value of hot articles is often concentrated in the days after publication.
And emotional content may still be reread long after.
If it doesn't explode today, it may be forwarded next month.
This post is not popular. It may suddenly be screenshot by someone after half a year.
For long-term accounts, this content asset is very important.
You don't make "new things" every day.
You are constantly building a larger and larger content warehouse.
7. Comics also have another natural advantage: content can be reused across platforms and media
This is also a point that is very worth studying in this case.
A cartoon itself is an independent content unit.
It can be placed on the public account.
You can also put it on Xiaohongshu, Weibo, and Friends Circle.
You can even further enter other media such as books, exhibitions, and surrounding areas.
This means:
One creation can produce multiple values.
The public account is responsible for accumulating readers.
Social platforms are responsible for expanding communication.
Books are responsible for depositing content assets.
Physical products are further commercialized.
This is completely different from the business logic of simply writing a hot article.
Hot articles may bring traffic.
A mature comic content library may continue to generate value.
So what's really worth learning is not:
"Should I draw comics too?"
Instead:
Can my content change from one carrier to multiple carriers?
If an article can only exist in the public account, its value will be relatively simple.
If a sentence can be turned into a picture.
Pictures can be turned into videos.
Videos can turn into podcasts.
Content can be turned into books.
Books can be turned into courses, products or peripherals.
Then the life cycle of a creation will be continuously lengthened.
8. External endorsement will further lengthen the life cycle of the content
When a creator's work is reprinted, published by the media, and entered into a larger communication scene, the meaning of the content will also change.
It is no longer just "a chicken soup picture for a certain account."
It may gradually become a content asset with the author tag.
Of course, two things need to be distinguished here.
Traffic does not equal influence.
If an article gets a lot of reading, it only means that it has been read a lot.
Publishing, media reprinting, public communication, etc. are another signal of influence.
The two cannot simply be equated.
But from the perspective of content commercialization, external communication may indeed bring an additional value:
Increase trust and extend the life cycle of content.
This is also why some seemingly very simple comics can eventually move from public accounts to larger content products such as books.
9. What a newcomer should really copy is not her style of painting
If you are someone who has just started doing content, I wouldn't suggest you directly imitate her.
Because the easiest thing to imitate an account is the surface:
Draw a character.
Match it with a golden sentence.
Make it a nine-palace grid.
Then start updating every day.
But it is easy to get only "form" and not real content logic.
What is really worth learning are the following five things.
1. Find a track that is small enough but long enough
Don't always think about doing everyone's content.
"Life" is too big.
"Growth" is too big.
The "emotion" is still very high.
You can continue to cut down.
For example:
For people who have been infighting for a long time.
For people who are not good at saying no.
For people who have just entered the workplace.
For people who live alone for a long time.
For someone who is undergoing a change in a relationship.
The more specific it is, the easier it is to form a stable population perception.
2. Change the content from "read it" to "take it away"
After writing, don't just ask:
"Is this article well written?"
Three more questions:
Can this sentence be screenshot?
Can this picture be forwarded?
Can readers use it to express themselves?
If all three answers are "yes", the communication potential of the content will usually be stronger.
3. Don't just reason, name emotions
"Don't be anxious."
"Don't use internal friction."
"Learn to love yourself."
There is nothing wrong with these words.
But they are so right.
Correct enough to have no memory points.
A truly contagious expression is often to turn an abstract state into a concrete picture.
For example:
Convenience store on a rainy night.
A street light for a person to go home alone.
A cup of hot tea on the table.
There was no message sent.
A puppy coming home alone.
Once abstract emotions have a concrete shape, they are easier to understand.
4. Find a motif that can be produced repeatedly
Don't ask every day:
"What do you write today?"
You should ask:
"What other perspectives on my core theme have not been written about?"
You can write dozens or hundreds of articles with a good motif.
Really mature creators don't discover a new theme every day.
Instead, it can dig deeper into a theme.
5. Let abstract emotions fall on concrete objects
This is a very easy way to express emotional content.
Don't keep writing:
"I am very lonely."
You can write about a person walking through a convenience store at night.
Don't keep writing:
"I am very anxious."
You can draw a person holding a thread.
Don't keep writing:
"I need to rest."
You can draw a plant that temporarily lowers its head.
The more abstract the emotion, the more specific it needs to be carried.
Because readers have no way to touch "anxiety".
But he could see a cup of cold coffee.
He could see the street lights in the early morning.
He can see messages that have not been sent out.
These things will speak for you.
10. Finally, what is the real value of an account?
After studying this case, I feel more and more:
The real value of an account is not how much reading it has today.
It's about whether it forms a setA content system for sustainable production, sustainable communication, and sustainable reuse.
The really powerful thing about accounts like Fan Xiaobai is not that "comics are simple."
Quite the contrary.
The simpler the form, the more test the content.
Because there is no long speech to cover.
There is no complex data that can increase the amount of information.
There are no hot spots to take advantage of.
In the end, all that remained was:
A word, a painting, and the reader's own life.
If this sentence exactly tells a person's state, he will save it.
If this sentence just happens to express a person's attitude, he will forward it.
If this content continues to accumulate, it will become a content asset belonging to the creator.
Therefore, what newcomers should really think about when doing content may not be:
"How can I make a hit today?"
Instead:
"Can I make something that readers will want to take away?"
Because truly stable traffic is never just given to you by the platform.
There is also part of the traffic that readers complete for you.
The most ideal status for a content account is:
The platform pushes you to strangers, and readers take you to another stranger.
At this time, what you do is no longer just an article.
It is a kind of content that can be taken away, saved, forwarded, and even recalled repeatedly.
This may be what is really worth studying on this niche comic account.