When Li Mu was about to visit Chen Wan's home in Yanjing, Chen Tong, the head of YY Blog, found some inspiration from Li Mu's popular blog.

As a self-media product, blogs are very popular all over the world, but this kind of hot regionality is very obvious, and 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 all over the world, and its number of users around the world is much smaller than the number of users in the YY space.

Chen Tong understands the content very well, so he conducted an in-depth study of the blog based on the content level, and came to a set of conclusions: the content of the blog is generally longer, the quality is higher, and the audience viscosity is higher, but the disadvantages are also obvious.

At this stage, celebrities who are more active on the blog and have a relatively high degree of attention, their average blog creation speed is about three days, after all, at this stage, bloggers have formed a habit, blogs must not only have clear topics, sharp arguments, but also moving sentences and gorgeous rhetoric, a content to take into account so many points, the difficulty of creation has indeed increased a lot.

And the user's patience on the Internet is getting worse and worse, Chen Tong once asked the technology to help do a statistic, they first buried the data under a new blog posted by a celebrity, and then counted the number of users who clicked on the blog to repeat, as well as the time of each user to jump out, and finally came to the data conclusion that made Chen Tong's back cold.

First of all, this blog has a total of 2,600 words and 8 pictures, and the normal reading time will not be less than 10 minutes.

Secondly, in the 24 hours since the blog was published, the number of unique users who clicked in totaled 160,000, and the number of users who jumped out within 10 minutes reached 120,000, which means that 75% of people have not finished reading it;

Thirdly, among the 120,000 people who jumped out, more than 60,000 jumped out within five minutes, which means that about 40% of users left without even reading half of them;

At the same time, Chen Tong found an interesting statistic, more than 95% of users stayed in the page for more than 1 minute.

Then a whole bunch of problems arise.

The first question: if a large number of users don't have the patience to read this long-form blog, then what is the point of the blog post being of high quality?

The second question is: if more than half of the users will jump out of this long-form blog, will the other long-form blogs have a similar fate?

The third question: Does it mean that shortening the length of the content of this blog will increase the proportion of users who read the full text of this blog?

The fourth question: how short is the best content for online?

After listing these four problems, Chen Tong has been trying to find ways to solve these four problems.

First, he reached out to some famous people to try to reduce the length of the content, and then he got a statistic that amazed him:

For a blog with 3,000 words, the click bounce rate fluctuates around 75%, and the proportion of user comments can only account for about 0.5%-1% of the click ratio;

That is to say, 100,000 people read a 3,000-word blog, 75,000 people left without reading it, the remaining 25,000 people can read it, and then the number of people who comment is about 500-1,000;

For the same author, when a 1,500-word blog is published, 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 can read it, and about 1,500-2,000 people comment;

The number of words has decreased, but the number of people who have finished reading has increased, because the number of people who have finished reading has increased, and even the number of comments has increased a lot.

This discovery made Chen Tong feel that it was time for the blog to slim down, and too long content not only affected the speed of creation, but also interfered with users' reading and interaction.

When he still wanted to continue to try the 1000-word slot, Li Mu's blog suddenly became popular!

Chen Tong didn't expect that Li Mu's blog of more than 300 words became popular all over the country in a very short period of time, and then became popular all over the world, and the media of all over the world translated the content of his simple blog into the Chinese language, and then reported it in the country's media, and the people of the country mostly agreed with his views, and even found the original address of this blog to comment and like him.

In less than a day after the blog was posted, the number of hits has reached tens of millions, and the number of comments is approaching millions.

However, he soon began to analyze the factors that made Li Mu's blog popular:

First, he wrote it 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;

Thirdly, and most crucially, this blog is short and to the point!

Only short enough content can ensure the maximum user complete reading rate, because he can read it in tens of seconds, basically finish it with a look, and he hasn't reacted even if he wants to go;

Only short enough content can cause self-propagation by users, joke theaters with a high transmission rate are short and concise, not only easy to remember, but also easy to paraphrase, and easy for others to understand, no matter how funny the 15,000-word joke is, few people can write it all down and then relay it to others;

Only short enough content can attract the crazy attention and paraphrasing of the media, whether it is paper media, online media, or TV media, relaying the content of a few hundred words does not need to occupy too much space, or too long time, so the media will spread the virus of Li Mu's short blog, if Li Mu's blog is 5,000 words, translated into English has to be written in a full edition, and the host has to read it for fifteen minutes, how can this be reported?

Moreover, Chen Tong found the most critical point: the creation cycle of short blogs is extremely short, and it can make great use of the fragmented time of the author, and he can't beg a busy person like Li Mu to write a high-quality blog of 1500-2000 words every day for the blog, with arguments, writing, dry goods, pictures and even a sense of humor, but he can beg Li Mu to squeeze out a little bit from the time of eating, taking a car, resting, and going to the toilet every day, and write a short content of 200-300 words for the blog, it doesn't need any writing. What dry goods or even pictures, you only need to have a theme idea.

Just like the one 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 casually say something about the current hot spots, such as: I wish all college entrance examination candidates good results.

It can even be something that is not nutritious, such as: The weather in Yanjing has been too hot recently, what about you?

With Li Mu's influence, when he sees 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 to be not nutritious, but the majority of fans and fans will never reject such content, which can improve viscosity and improve the user's enthusiasm for interaction......

When combing all the way to this, Chen Tong suddenly had a clear set of ideas.

On the basis of the blog, he wants to make a light blog that takes the simplified route in terms of content!

……

When Chen Tong was immersed in writing the light blog product plan, Li Mu was sitting in Chen Wan's dining room, having dinner with her and her parents.

Li Mu brought a few bottles of treasure-grade Moutai to Chen Wan's father Chen Yuan, according to Chen Ze, these wines are rare goods that can not be found in the collection market, basically few people are willing to drink them, Chen Yuan also can't put it down when he sees it, but he still takes the initiative to open a bottle and wants to drink two cups with Li Mu.

Li Mu didn't know how to taste wine, he only thought that the high reading of this wine was scary, but since he was accompanying the elders to eat, he naturally had to drink a few more glasses with him.

For Chen Yuan, Li Mu is definitely his nobleman, before, even in Jinling, he was only in Jinling under Zhang Kexuan's father to take on a small project, he didn't even have the opportunity to develop a real estate independently, but because of Li Mu, he was able to cooperate with Wanying Real Estate and get the development opportunity of a building in Yanjing, which for him, can be called a step up to five years.

Because of this, Chen Yuan and his wife were extremely polite to Li Mu, so polite that Li Mu was a little embarrassed.

Between pushing the cup and changing the lamp, Chen Yuan poured another full cup, picked it up, and said to Li Mu: "Mr. Li, I will give you another cup, thank you for taking care of our family......

Li Mu stood up suddenly, holding the wine glass in both hands, and said that he didn't dare to take it.

Chen Wan is his woman, and to a certain extent, she is his benefactor, out of love for Chen Wan, helping Chen Yuan in his career is also his own business.

He said to Chen Yuan very sincerely: "Uncle Chen, please don't be so polite in the future, you are Sister Wan's father, my elder, no matter what, I am a junior, you say this, it really torments me." ”

Chen Yuan smiled a little embarrassedly and said, "After drinking a few glasses of wine, my brain didn't turn around, I will punish myself with a glass!"

Li Mu shook her head helplessly, Chen Wan on the side was also helpless, and after glancing at Li Mu, she said to Chen Yuan: "Dad, you drink less, you will be confused after drinking a few glasses of wine, you didn't drink so much before." ”

Chen Yuan said with a smile: "In the past, in Jinling, all kinds of entertainment that could not be pushed off all day long, but after coming to Yanjing, the entertainment suddenly decreased, the wine was drunk, and the amount of alcohol slowly regressed. ”

Chen Wan subconsciously asked: "Why is there less entertainment after coming to Yanjing?"

Chen Yuan smiled slightly, and sighed: "Jinling is a temple demon with a big wind, whoever comes we have to accompany politely, a glass of wine is poured there, let you do it, you have to do it, you can't get down at all without drinking a pound and a half for a meal, but now we are doing Wanying's land, Wanying's background is in Yanjing, whether it is a peer in the industry, Partners, or senior leaders all know it, so everything will be convenient, basically do not need to invite guests to eat and drink as before, even if there is occasional entertainment, no one advises me to drink, not only do not persuade alcohol, others also stop me to persuade me to drink less, so basically it is to the point to stop. ”

Li Mu nodded and said with a smile: "It's not a bad thing that the amount of alcohol has regressed, at least it's healthy." ”

Chen Yuan smiled and said: "Yes, I drink less, and I'm not as busy as before, I used to follow Xiaowan's uncle to do things, and I usually took on many small projects at the same time, so I ran around every day, and now I have a lot of peace of mind." ”

Li Mu smiled indifferently and said, "Uncle Chen, it may not be long before you have such a worry-free day. ”

Chen Yuan's heart tightened, and he hurriedly asked, "What do you say?"

Li Mu said with a smile: "The project of Wanying Gubei Water Town is about to start, and the project of a film and television base is estimated to start within this year, and then you will not be as easy as you are now." ”