How to make the headlines on LINE Today? Using personal experience, the designer teaches you the six key points you must master to write popular articles.

[This article](https://medium.com/%E6%9C%89%E7%97%85%E4%BE%9B%E4%B8%89%E5%B0%8F/%E5 %A6%82%E4%BD%95%E5%AF%AB%E5%87%BA-%E5%AE%B9%E6%98%93%E8%A2%AB%E6%B3%A8%E6% 84%8F-%E7%9A%84%E6%96%87%E7%AB%A0-%E4%B8%80%E5%80%8B%E7%B2%89%E5%B0%88%E6 %93%8D%E4%BD%9C%E6%A1%88%E4%BE%8B-%E5%85%AD%E5%80%8B%E5%AF%A6%E7%94%A8%E6% 8A%80%E5%B7%A7-ca0df1fb326) The author Xie Caini is now the co-founder of “We are all sick” and is a user of [UX](https://w ww.contenthacker.today/2018/01/ux-copywriting.html) UI designer who thinks about life and is currently committed to running communities in the medical field. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.

[Why we reprint this article] Ani, a girl who suffered from cancer but faced it optimistically, chose to record her thoughts on blogs and Facebook, and also inspired other patients. In addition to carefully recording her life, she also created several good articles that have been liked by thousands of people, and shared with everyone how she did it. From this article, you can learn about the publishing formula she continues to use and learn how to write viral articles.

How can a Facebook post achieve the fruitful results of 10,000 likes, 200,000 reach and more than 1,000 shares? This article will explore Facebook’s posting strategy from the perspective of UX design thinking.

Hello everyone, I am the “sick” designer Ani.

I was diagnosed with cancer in 2017. In order to regain my personal value while I was in bed and recuperating, I began to write articles on design opinions on Medium. I also opened a Facebook fan page called “Cancer Friends Have Hiphop Ani” to record my thoughts in life. Later, both fan pages received very good response.

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Previously on Medium “[Why do the main visuals of the 2017 National Day have polarizing reviews?](https://medium.com/@anithing510/%E4%BB%A5%E8%A8%AD%E8%A8%88%E5%B8%AB%E7%9C%BC%E5%85%89%E 6%8E%A2%E8%A8%8E-2017%E5%B9%B4%E5%9C%8B%E6%85%B6%E4%B8%BB%E8%A6%96%E8%A6%BA%E7%82%BA%E4%BD%95%E8%A9%95%E5%83%B9%E5%A6% 82%E6%AD%A4%E5%85%A9%E6%A5%B5-2b6bc1c3c0dd)” is related to the fan page “[These days, when young people suffer from cancer, it is as difficult to be a human being as a pregnant woman without a belly](https://www.facebook.com/hiphopani/photo s/a.133220950730166.1073741828.131047440947517/167978740587720/?type=3&theater)” The two articles were shared by many media and reached more than 200,000 impressions and thousands of shares.

[](https://www.facebook.com/hiphopani /photos/a.133220950730166.1073741828.131047440947517/167978740587720/?type=3&theater)

fraternity seat post, the fan post has a reach of more than 200,000, and was later posted on LINE On Today’s headlines, the number of fans doubled in five days.

Of course, I think a large part of the reason why these two posts have such a big response is because they keep up with current affairs and [hot topics] (https://www.contenthacker.today/2018/01/hot-topic-frog-game.html).

But behind “keeping up with the issues”, something worthy of further discussion is:

• Why was it possible to write a “clearly structured article” within two days of the National Day key visual release?

• Why can I still write a “clearly narrated post” in one hour after being forced to give in to the fraternity seat by Justice Demon?

• Why can you finish an article so quickly? Are the follow-up benefits of Fanzhuan pretty good?

The reason why articles are popular is that I have a “formula module for publishing articles.” Before each post is published, the article will be reviewed using this set of modules to check whether it meets the criteria of “easy to be spread and noticed”. Therefore, every time you write an article, no matter what the topic is, you must follow this module to write it “fast”.

As for the “subsequent benefits” of spreading to media attention and reprinting, it is because the two issues of National Day and Fraternity are of concern to the Taiwanese people, so they are easy to go viral in large numbers. But if the content itself is not good and cannot be recognized by readers, it will actually be difficult to spread and share it in the first place.

In fact, I spent about half a year using UX thinking to observe the effectiveness of fan pages:

• Why is this article easily shared?

• Why didn’t anyone criticize me for this article?

• Why does this article have many likes but no one shares it?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhN6aQpY5SQc1-mnTbk4FpUMVYa0dMgZobjZXqk90V1LxaL lOESx-hriAQDiHnid6bOKj2eg302NttoUUoMmbovx1IVbYNEZ8WCP1X_7YnnYmRRN8hFiZ7puLYxH6pUN5kFRC10zZ1udRrf/s1600/2.png)

Only when the Fraternity Seat is in line with public issues can it achieve extremely outstanding performance.

What is UX? The English name of UX is User Experience, and the Chinese translation is “user experience”, and there are hundreds of explanations in the market. The definition that resonates most with me is: “UX is a strategy that allows users to achieve the goals you set.”

Therefore, before every post, I will ask myself a question: “What is the goal of this post?” Sometimes I will even deliberately post some nonsensical Facebook posts, such as “[Anti-Cancer Stupid Version](https://www.facebook.com/hiphop ani/photos/a.133220950730166.1073741828.131047440947517/138695866849341/?type=3&theater)” to test fans’ reactions.

1. Photo-seeking articles

Why write an article? Sometimes the answer is that they just want to “purely ask for a photo”. Articles that are “purely for photos” are just for journaling and writing to express your emotions──no need to care about the results or the quality of the messages. Usually this type of posting occurs at several extreme moments. Most of the time, such as “cancer recurrence”, “before major surgery” or “after chemotherapy”. These types of posts usually don’t attract new followers and are rarely shared. There may be many comments on this kind of post, but they are all “Come on” or “Congratulations”, and sometimes they may lose followers.

But in this extreme moment, I just want to hear encouragement and congratulations, so I think it’s worth it.

[](https://www.facebook.com/hiphopani /photos/a.133220950730166.1073741828.131047440947517/146111769441084/?type=3&theater)

The above picture post is the photo-worthy type. When the number of fans was only over 2,000, the conversion rate of 738 likes was actually very high, but no one would share it.

2. Purpose-oriented articles

Except for “purely asking for photos”, articles with a purpose will be regarded as “purpose-oriented” by me. For example, I hope to “attract the target group to read”, “hope to be shared and spread after reading”, “answer questions after reading” and “purchase my product after reading”, etc., all of which are based on the previously set purposes.

At this time, the above-mentioned “posting formula module” will be applied to ensure that the quality of each article can meet the three major indicators of “easy to be noticed”, “easy to be read” and “easy to be responded to and shared”.

Post articles to capture six key points and achieve the three major goals of being noticed, read, and shared easily.

This posting module has six key points. The following will be explained one by one with the data of hip-hop fans and posting cases of cancer friends.

1. Break the topic at the beginning: Give a strong and clear subject matter

Help fans post a post and add a tagline of “One sentence is all it takes”!

Posting on a fan page is not like the Medium platform, where you can set up big and small bids. It is strongly recommended that you “add big tags” on your own and finish the topic in one sentence.

Title allows readers to quickly know what this post is about in one golden second. If you miss it, you will probably just slide away and write a good article in vain.

The low standard of the title is to let people understand the “essence of the full text”, while the high standard is to “arouse the interest of the target audience.” For example, the main target audience of “Cancer Friends Have Hip Hop” are “patients” and “caregivers” of patients, and the word “come on” has always been a taboo in the circle of patients. Patients feel troubled by being asked to cheer up and be “positive and optimistic”. When relatives and friends see the patient being depressed, they will want to cheer him up, which will form a vicious circle.

I was in a certain [post](https://www.facebook.com/hiphopani/photos/a.133220950730166.1073741828.13 The main tag of 1047440947517/177017066350554/?type=3&theater) directly reads: “#We don’t promote optimism──We have the right to feel sad in the face of disease.”

[](https://www.facebook.com/hiphopani /photos/a.133220950730166.1073741828.131047440947517/177017066350554/?type=3&theater)

Caregivers will be puzzled when they see “promoting optimism”, while patients will feel validated when they see “entitlement to be sad”. This kind of title will attract people to click and want to see more content, and then the concept that I want to convey most can be clearly conveyed: “Please be considerate of other people’s time zones and let patients have the right to feel sad.”

On the premise that the number of likes on the fan page reached 8,000, this post received 1,282 likes, 50 shares, 101 interactive comments, and 163 new fans were added to the fan page. Well, I personally am quite satisfied with the results of this article.

2. The subtitle must be intriguing: generate curiosity or arouse resonance.

In terms of the structure of the Medium platform, the subtitle refers to the Subtitle part; in terms of Facebook fan pages, it refers to the text before See more. This text may be an introduction, a question, a short story, etc., but its goal is to make people “want to click and continue reading.”

3. Moderate line breaks to reduce reading pressure

Nowadays, most readers use mobile phones to read, so the paragraph separation of the article should be based on the width of the mobile phone. Each paragraph should not exceed 5 lines.

(1) If it exceeds 5 lines, it is recommended to break the lines and divide it into two paragraphs so that people will not be too stressed in reading.

(2) If it is an article that provides suggestions, try to present it in a “listed” format. But each must have its own paragraph and must not be linked together.

[](https://www.facebook.com/hiphopa ni/photos/a.133220950730166.1073741828.131047440947517/171370330248561/?type=3&theater)

As a common practice on fan pages, in addition to column style, it is recommended to frequently add # so that style changes can increase differentiation.

4. Create “classic quotations”: Let the quotations become a spirit that can be “passed on”

Classic quotations are like punchline in rap lyrics, which will leave a particularly deep impression on readers. It penetrates deeply into the readers’ hearts and makes them want to share it, or even internalize it into a sense of spiritual identity.

Classic quotes usually need to be powerful or interesting, making people want to quote them directly when sharing them.

Note that when using “classic quotations”, the quotation must exist independently and maintain a white space between the paragraphs above and below. When posting on Facebook, you can use top and bottom line breaks; on the Medium platform, you can use the “quote” format. The following sentence is used as an example:

Key points should be left blank so that people have room to think.

“I am sick, but I am proud.” This is a punchline that I carefully designed. What I want to convey to people who are sick through this classic quotation is: “It is not our fault to be sick, we are not waste; we can still live a wonderful life when we are sick, and we deserve to be proud of ourselves.”

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This sentence is often the Hashtag at the end of my posts .html), has also been cited as the first anniversary of cancer “[Cancer friend UI designer Ani’s illness memoirs](https://medium.com/%E6%9C%89%E7%97%85%E4%BE%9B%E4%B8%89%E5%B0% 8F/%E6%88%91%E6%9C%89%E7%97%85-%E4%BD%86%E6%98%AF%E6%88%91%E9%A9%95%E5%82%B2-%E7%99%8C%E5%8F%8Bui%E8% A8%AD%E8%A8%88%E5%B8%ABani%E7%9A%84%E6%9C%89%E7%97%85%E5%9B%9E%E6%86%B6%E9%8C%84-3677f9c5b5b9).”

[](https://www.facebook.com/hiphopani /photos/a.133220950730166.1073741828.131047440947517/137065173679077/?type=3&theater)

This spirit was later recognized by a Golden Melody Award-winning singer [Xie Zhenting] (https://www.facebook.com/HsiehChenTing/) whom I admire very much. Therefore, he performed a live broadcast on the Internet to shave his head to pay tribute to the cancer community. This classic quotation was also quoted by Xie Zhenting as his slogan:

I am Xie Zhenting─“I am sick, but I am proud.”

Because of this incident, I realized again: “Words are really powerful.”

5. The front and back of the article must echo each other. The end of the article needs to echo the breaking topic at the beginning.

The purpose of this is to remind readers of the topic of this article and what the original motivation was. People will not forget why they came to read it in the first place because of the long article.

[](https://www.facebook.com/h iphopani/photos/a.133220950730166.1073741828.131047440947517/176744463044481/?type=3)

这篇贴文，前面先提有幸认识这群人，后面结尾又再度提一次很开心遇到他们，形成前后呼应。

6. Call-to-Action

Finally, it’s time to make your article impactful. Please remember to use a [call to action] (https://www.contenthacker.today/2018/01/call-to-action-for-medium-clap.html) at the end to clearly state “what help you need” and “what assistance you want”, so that everyone will know how they can help you.

Each article has its own distinct purpose. Some articles want to be shared, others want to guide people to buy a book or attend a lecture; on the Medium platform, they want readers to clap or share. Sometimes you can also take the opportunity to do a questionnaire survey.

[](https://www.facebook.com/hiphopani /photos/a.133220950730166.1073741828.131047440947517/174952719890322/?type=3&theater)

On my birthday before, I posted a birthday message that seemed to have no content; but in fact, I asked everyone three questions at the end of the message:

#Q1 Why did you start following cancer friends and have hip-hop?

#Q2 Which post impressed you the most and why?

#Q3 What kind of content do you hope to see in the future?

Usually, if you ask this kind of questionnaire-style posts on fans, the results may not be good. But birthday cards can be used, and I did get a lot of good answers and great feedback.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTWcnq9L8En9EKom3XWIEtLW7Xj_fdZ_yOs_ZwYLI-VpUt sDyYeD6_OdK6fb5sa6PTa-Vq1jVRL68-Qqm8XmEZweQeBhbioUgDeuJQ7Y7g5U0fnkiOjzEdF51BJI0RpYwjvQDW3nu6F6ZW/s1600/9.png)

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTa1td2FGRqxhkn6nYsEBJ4zHWV9j1ZoN8GTeie-_JvfA9kkcyJl8MSgqy yM67GmlhUpiG7Vk-axoi-NmQK2OIqxBYdTou-4MF6YgSjZzk1O8Wvu2ka1Y8_TPcmnRKK5kHEfzbewIghAsh/s1600/1_Ry3HkbByG—0SQp2Egtjxg.png)

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrC8-oY_XeisIhoau-dFb4VOik6ofb7OnNLCmafdLc55-sLGHYORM0ygai D-IdVItCdp_iFElsVqPEsVKjZmMAfiGo0KwVVDOeQSn-2G63_6H2R6I1fN7j-XvK7wu8OaiQ3bODJ3hE-67B/s1600/1_v5CYkYTT0fBC7fAbiac1lg.png)

This post, on the premise that the fan page has almost 8,000 likes, has 1,588 likes and 370 comments. Among them, 73 comments answered the post’s questions, and the responses were very serious, which gave me a better understanding of the fan page’s customer base and what articles they wanted to read about.

My article publishing module focuses on these six key points, and the goal is to achieve the three major purposes of making articles easy to notice, read, and share.

2. Break the topic at the beginning: Give a strong and clear subject matter

3. The subtitle must be intriguing: generate curiosity or arouse resonance.

4. Moderate line breaks to reduce reading pressure

5. Create “classic quotations”: Let the quotations become a spirit that can be “passed on”.

6. The front and back of the article must echo each other.

7. Call-to-Action

The results of each post are different every time, so you still have to constantly adjust your posting mode. Another important reminder - be sure to choose a suitable photo and post it together with the post! If you want to post your own portrait, the best way to share it according to personal testing is “Landscape or street view photos, with the person not looking directly at the camera” type of sharing, which has the best effect.

If you don’t want to put portraits, but still want to put photos, it is recommended to go to CC0 commercial free Pexel to select large high-definition pictures!

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkomoJv_e3wI-RGDbfAG16TrtDXySshZjBx7uF6clgy8-Bm DDOasoJZUm9g5jEeG5puYiQnZEp9o2B2iMZ4E47HVv_GUSNH9RaPfcKFqWwuXx4-VEl6Soglnas5N4fBeC49YNStYHzUQXl/s1600/10.jpeg) The purpose of writing good articles is not to trick people into getting likes, but to convey meaningful ideas to more people. Finally, I would also like to ask everyone for a small call to action(Call-to- Action), if you find the article helpful, please help me with [article](https://medium.com/%E6%9C%89%E7%97%85%E4%BE%9B%E4%B8%89%E5%B0%8F/%E5%A6%82%E4%BD%95 %E5%AF%AB%E5%87%BA-%E5%AE%B9%E6%98%93%E8%A2%AB%E6%B3%A8%E6%84%8F-%E7%9A%84%E6%96%87%E7%AB%A0-%E4%B8%80%E5%80%8B%E7%B2% Clap your hands. I hope the six tips shared above can help you write smoothly!

★ Photo Credit: Pixabay, Cancer Friends Have HiphopAni

★ Make generating inspiration a habit, please sign up for the Ouchi Master Lecture on June 4: Building an Inspiration Database.

★ Vista Book Club June Special: “Is this idea a success?” Internet entrepreneurship master turns your ideas into cash》.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.

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Further reading

• How does a designer write a popular article in only three months? (Part 2)
• How does a designer write a popular article in only three months? (Part 1)
• “Have you written today?” Book excerpt: Have you written today in depth practice from writing

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