1. Creators:
-Papi 酱 (3.13)
Loc: Beijing
Different platforms:
#Wechat: She launched her Wechat official account in Sept, 2015. So far she ranks No.2 on 2015
Chinese influencers chart. More than 100 thousand people read her post on Jan. 18. (微信公众账
号：papi 酱也在微信公号上开辟了阵地，她的微信公众号（ID：dapapi）从 2015 年 9 月开通至今，
已经在新榜爬上 46 名的位置。近期推送更是篇篇 10W+。)
#Weibo: over 2-million followers by Jan. 27, 2016 (Papi and content entrepreteurship (papi 酱和内容
创业) http://www.jiemian.com/article/526990.html )
#Youku: Almost 30 million people watched her videos so far.
#Miaopai: Over 2 million followers
History:
2012.4 created her weibo account, post funny pics or pics about cats
2015.7 active on Miaopai & Xiaokaxiu (formed a group with her friend “TCgirls)
2015.10 started making original short videos using voice changer
Why unique?
1. Defy the stereotypes of influencers: Awl face (considered beautiful), phony, dumb
Her image: dress casual, no make-up, use bad language, funny, down-to-earth narrative skills,
topics related to daily life
Endorsed by young people
2. Content creation with her professional background
*Master student in Directing at Central Academy of Drama
Masters the skill of acting, editing and shooting.
*Topics include topical events, relationships, celebrity gossip etc.
3. Multiple distribution platforms
Meipai, Youku, Wechat, Weibo, iQIYI, Xiaokaxiu, Bilibili, AcFun etc.
4. Create her own IP (/brand):
Self-positioning: a girl with beauty and wisdom (一个集才华与美貌一身的 papi 酱)
To audience: prank, fun, anti-chicken-soup-for-the-soul, sharp tongue
Reference
IP 化 http://tech.sina.com.cn/i/2016-01-02/doc-ifxneept3547413.shtml
content marketing 百万粉丝博主内容营销 http://www.chinaz.com/manage/2016/0118/496851.shtml
Why Papi is unique http://www.jiemian.com/article/526990.html
The secret of the Influencers with million fans http://www.nanerguo.com/post/768.html
2. -咪蒙 Mimeng (4.4)
Loc: Shen Zhen 深圳 --- Beijing 北京
Different Platforms & HIstory:
1. Sina Blog: July 5, 2009, she wrote her first article on Sina blog.
By now, over 14 million people (14,430,759) have visited her blog.
2. Sina Weibo: Nov 20, 2009, she posted her first Weibo.
By now, she posted nearly 2000 (1998) weibos; 1.4 million people follow her
on Sina Weibo.
3. Wechat: Sept 15, 2015, she published her first article on her Wechat official account.
By now, every article she ever published has received over 100,000 pageviews.
Some articles such as “Lost in Hong Kong: the right way to keep the other woman away is to be
rich.” (港囧：斗小三的正确方式是，你要有很多很多的钱）had received over one million
pageviews a few days after the account was created.
400,000 people followed her official account in the first two months. (Sept-Nov,
2015)
Why Unique:
Speaking of what makes Mimeng stands out from zillions of official account, she wrote an article
that self explained the question. Below is my translation:
How to write articles that have one million pageviews on Wechat (如何写出阅读量 100 万＋的微
信爆款文章？）——2015-11-26 Mimeng
There are two questions that writers on social media have to tackle: first, what you are
going to write has something to do with you; second, it can help you. (“新媒体写作，我们必须解
决两大问题：第一，这件事与你有关，第二，这件事对你有用。”）
My friends found out all my articles have received 100,000 pageviews each and asked
me how mang fans I have on Wechat (a.k.a. the number of people who click “follow” on the
subscribe page). （朋友看我微信公众号上的文章阅读量都是 10 万＋，问我有多少粉丝了。）
I replied: “400,000.” （我说，40 万啊。）
She followed:” How long have you been doing this?” （朋友问，那你开公众号多久了
啊？）
I said:” Two months.” （我说，2 个月啊）
She raged:” I only got 2000 fans and I wrote over a year!” (朋友怒了：我擦。你要不要脸
啊。我也做微信公号啊，老子吭哧吭哧写了一年多，粉丝才 2000 多！好想屎！！）
Actually what I didn’t tell her is lots of my articles got one million pageviews.（我都不敢
告诉她，其实我蛮多文章阅读量都超过 100 万了。）
How to write articles that have one million pageviews on Wechat?（到底怎样才能写出阅
读量超过 100 万＋的微信爆款文章？）
1. Your topics have to be trendy or topical（你的选题要紧跟热点）
If you write an article about wedding and publish it at regular times, the pageview would
probably be less than 10,000.
But if you happen to publish it during the wedding of Xiaoming Huang and Angelababy
(the most talked about celebrities in China nowadays), the number of pageview would easily
rocket to 100,000 or more.
3. What causes it is the fact that people’s attention is highly focused on trends in this
impetuous era. (因为在这样一个浮躁的时代，大家注意力都是高度聚焦的，基本都在热点事件
上。）
But how to follow the trends?
You have to be quick!
A trend topic only lasts one or two days. The popularity will subside if you don’t catch up.
2. have your own voice (有自己独特的想法）
Everytime the trends pop up, there will be tons of articles and critiques around them but
none of them can stand out from the crowd.
How to set your article apart from the others?
First, list out three points that most people would think of. Second, try to avoid them and
think out of the box. You can either shift the focus to other people in the occurrence other than
the protagonists and think in their shoes, or get down to the core of the business regardless of
its physicality.
3. More straightforward and bigoted the titles are, more attention they will attract (标题要简
单粗暴 ）
Eclectic stances and mild tone are not going to cut it. In the contrary, cynical,
straightforward even forbidden ones are welcomed and endorsed.
4. Offer the readers a kind of point of view that can defy commonsense (观点要能颠覆常识)
5. titles that can elicit curiosity (标题要能引起兴趣)
a. titles that contain confusion and bewilderment in our daily lives
e.g. “why women love bad guys”, “why you care so much about what others think
about you” etc.
b. titles that are self-contradictory
e.g. “How does it feel to meet your true love at five years old”, “What indoorsmen
need besides napkins” etc.
c. titles that are not finished…
e.g. “One thing that is more important than financial independence…”
6. Express emotions and feelings （你能表达情感）
7. Output values and morals (输出价值观)
8. Connect with your readers （文章跟“我”有关）
Think in your readers’ shoes; use more “you”, “we” in your titles
e.g. “Those 2G riches work even harder than you!”
9. Write something that are useful to the readers （文章对“我”有用）
a.k.a. what specifics you have solid backgrounds on; what topics you have deep insights
of; what phenomenon you have penetrating opinions.
e.g. “50 erotic articles that elegant women must read”, “how to be happy” etc.
10. You have to be funny （要幽默）
I once attended many newspaper training sessions and made a slew of speeches.
11. Don’t sound indecisive, be pushy （给大家一种不看就损失的感觉）
Good examples: “big loss if you don’t watch these 10 movies during national holiday”
12. Post articles that can make the readers feel pretentious on social media once she/he
reposts （文章最好有点逼格）
13. Be genuine and hard-working （走心，够努力）
Reference
咪蒙自己的文章
https://mp.weixin.qq.com/s?__biz=MjM5MTI0NjQ0MA==&mid=401207695&idx=1&sn=d5385daf
374d9f12447e696c1c2aa084&scene=1&srcid=0405i2YhuJSSu3RfO8nGj4k3&key=710a5d9994
