What is the purpose of following hot topics and taking advantage of trends every day?

Now when it comes to chasing hot topics and leveraging marketing , it seems to be nothing new.

If you are doing marketing , operations , planning, new media ... every time you don’t mention leveraging hot spots in your plan, it seems a bit unreasonable and you feel like you won’t survive the second episode.

Well, I have a question here: everyone works hard 365 days a year, thinking hard and working hard every day about how to follow the hot spots and take advantage of the situation. So what is the purpose of chasing hot topics and taking advantage of the trend?

I think we can all discuss this issue. After all, we do this every day, so we should think about it carefully.

In this regard, the editor also has some ideas, which he would like to share with you, just as a starting point for discussion.

In the past, what I saw most was that people followed hot topics in order to get more readings, reposts, and dissemination.

Yes, why do people like to follow hot topics and take advantage of the trend? It's not about grabbing attention. As long as you keep up with the hot topics, there is a high chance that your content will be forwarded or even reported by the media, thus grabbing the most prominent exposure position. In this way, wouldn’t it be possible to gain more exposure and ultimately attract more user groups to pay attention and even purchase?

But, think about it: with dissemination and exposure, more user groups will pay attention to your brand , or buy your products? It doesn’t seem right, it’s not that simple, right? Marketing is not like this, and it is not the case that you will get attention just by spreading the word.

I have found that many popular events may go viral on WeChat Moments in a short period of time, causing a spread that is known to everyone, but they will disappear after a while.

What is the result? Even though there are readings, reposts, and exposure, after the hot topic passes, users will remember nothing. Because it is just for the sake of being hot, and for the sake of sweeping the screen, it has reached a crazy attitude of chasing, chasing, chasing, and chasing, without considering the dissemination and exposure of the brand or product. As a result, nothing is left in the minds of users.

Therefore, many people would say that chasing hot topics is to make users remember your brand or product. Once users remember you, they will automatically call up your information in their minds when choosing related services or products. This result is very good and very nice.

But the annoying thing is that if you want users to remember you, this process needs a period of accumulation before you can see the effect. It’s not that if you follow the hot topics today, users will remember you tomorrow, right?

What's more, tragically, today's users are forgetful, very forgetful. The desire to be remembered is a good one, but you should have other plans in mind at the beginning.

So in my opinion, chasing hot topics is to make users remember you! Yes, it is to create an impression. Being remembered is of course the best state, but first of all, it should make an impression on users.

Have you ever had this experience: when you go to a supermarket or shopping mall to buy something, your first reaction when you see a product is “Hey, I seem to have seen this on TV (or on the Internet)”? This is the impression. And the result is that you'll probably end up buying it.

As the capital market as a whole falls into irrational frenzy, the attention economy has long become the only pursuit of performance for many companies. Whether it is playing events or chasing hot topics, it can attract users' attention to a certain extent. At this time, various behaviors are to make users have an impression of the brand or product.

When you create a good hot spot, your goal must be to make users have a +1 impression of your brand or product. Instead of just laughing it off or scolding it.

You must have seen many such cases in recent years, such as Durex , NetEase, Momo , Ofo, Shenzhou Special Car, Didi , Tmall , etc.

There are some very positive impressions, and some not-so-positive impressions, such as poor quality, vulgarity, malicious competition, etc.

Some friends may ask: What if I create a bad impression during my marketing efforts? Regarding this issue, my opinion is that as long as it does not create a particularly bad impression of the brand or product quality, it’s fine. As for the process of chasing hot spots, if you want to pursue a 100% perfect image, you will not try or make any attempts, and you will be worried about making a big mistake. You dare not do it, for fear that users will abandon you.

In fact, it doesn’t exist.

Let me put it this way, we always talk about some failed cases of leveraging momentum. Most of them were very popular, but in the end you didn’t even know what product or brand it was. It was completely blind hype. This is called failure.

As for those brands or products that are widely spread due to some negative factors or bad impressions, we rarely say that it is a failure, right? Just like when we were in school, teachers would often remember those students with poor grades, those who were naughty, or those with particularly good grades, while those who were very obedient and had average grades were often not remembered.

Reality is so helpless. It seems that many people now run their own media . Others think you are great because they often see you. They have an impression of you. Why do they always see this person? As for whether he saw the positive report about you or the bad news, I guess he has forgotten it long ago and just thinks that this person is awesome.

So, when you chase hot topics and take advantage of the situation, don’t be afraid of leaving a bad impression. You remember me and have an impression of me, which is a great thing. If it’s not good, we can change it! You forget quickly anyway!

What I fear most is that others don’t even know me. How can I have fun like that? I don’t even know whether I am good or bad, this is not good.

Therefore, the editor's idea is that if you follow the hot spots and take advantage of the trend, you must always make an additional impression of your brand, product or service in the mind of users in the process of taking advantage of the trend. After one, two, three times... N times, it will form a memory and be remembered.

And in this process, you have too many opportunities to change the user's bad impression. The premise is that users have an impression of you!

I remember Shi Yuzhu once said a concept when he was developing Yunnao Platinum:

Regardless of whether consumers like the advertisement or not, the first thing you need to do is to leave a deep impression on them. It would be best if we could remember good ads, but when we don’t have that ability, we let the audience remember bad ads. Audiences may hate this ad when they see it, but that may not be the case when they buy it. When consumers stand in front of the counter and face so many health products, their choices are basically subconscious, those that leave a deep impression on them.

This kind of "Shi's advertising" is based on consumers' cognition, which deeply touches consumers and enters their minds, producing a huge market effect. This is the deep reason behind the popular “Shi’s advertising” effect.

In fact, what we are talking about here is also the role of consumers' mental impression. Without the user's impression, everything will be difficult.

Think about it, if you follow hot topics for 365 days, your users still have no impression of you at all. . . Well... I can only say, it's so embarrassing. Come again next year!

Okay, that’s my opinion. What do you think about this? Welcome to leave a message. In this world with thousands of people and thousands of faces, every opinion is important.

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century