The new media common sense you know may be wrong!
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New media is all the rage. From the early Baozou and Luoji Siwei to Tongdao Dashu, Papi Jiang, and Chen Xiang Liu Dian Ban, the industry has been on the cusp of the trend in the past two years and is extremely hot. However, there is some confusion in the communication of the entire industry. Many concepts about the communication of new media are mixed, which has misled many entrepreneurs and young people who are interested in this matter. Let’s talk about the misunderstood new media by looking at the popular words from several key nodes. The first keyword: seriousness = useful information ? Whether they are professionals engaged in new media creation or entrepreneurs, when they publish their own thoughts and ideas on their official accounts, they like to mention that what they write is useful information. I haven't even finished writing anything yet, but I'm already high. However, when reading these contents, one often finds that the style is very difficult to understand, so many people simply understand this matter and think that serious content is the dry stuff, but this is not actually the case. What is the dry stuff? It is to provide content that is of certain value and can bring people new thoughts and help, rather than being difficult to understand. Now let’s take an article on WeChat public account as an example. Why can it go viral and reach 100,000+, 1 million+ or even more? Content is the foundation. The biggest impact is user sharing. When the sharing reaches a certain limit and exceeds this limit, especially after KOLs participate in sharing, it will grow exponentially, just like the picture behind us. If only one person reads your article, or 100 or 1,000 people read your article but they don’t share it, you will not be able to achieve the effect of dissemination in this process. Suppose we have a WeChat public account with 100,000 followers, and the general reading rate is between 5% and 10%, which is normal data. If it is a very difficult to understand content written by a startup company, the normal opening rate should be only 0.5% to 1%. If the operations person tells the founder that the so-called dry goods he wrote have more than 100,000 followers, or far exceed the number of your fans, then there is definitely something fishy about it. There are levels in communication. Spread once, spread twice, spread three times. When you have 100,000 fans, the push you give to them is the first spread. The first spread is just the first starting point. What is more important is the second and third spreads, that is, these people are willing to share what they see, which is the most critical. So many people equate dry goods with serious knowledge, but in fact dry goods and seriousness are completely different things. The so-called dry goods can be in a very relaxed, very interesting form, or have very sharp and unique viewpoints. When we were working on the serious topic of mobile payment, we did not analyze the payment industry, processes, etc. Instead, young people from 6 countries and regions filmed the local offline payment situations on the spot, and the videos received more than 6 million clicks in total. The second keyword: funny = interesting? ▲ The comments of "Nonsense" on Bilibili Many people equate funny with interesting, but in fact the two words are not so easily convertible. Take the users of Station A and Station B, who are known for being funny and born in the 1990s. With the rapid growth of this group, people are increasingly feeling that entertainment is a major trend, or as we often use the word, funny is a trend. Do you know what the most popular videos on Bilibili look like? When talking about Bilibili, the first thing that comes to mind is probably the two-dimensional, such as Baozou Da Shijian. But in fact, the most popular video on Bilibili, with more than 10 million hits and more than 600,000 comments, is not something so two-dimensional, but Senbonzakura, a video of a girl playing the guzheng. There is nothing funny or two-dimensional from beginning to end, but why did the video explode in the two-dimensional world? This is the huge misunderstanding people have about what is so-called funny and interesting. We used to think that funny things must be spoofs, such as the crude imitations of Errenzhuan on Kuaishou, but it turns out that this is not the case. In the guzheng video I mentioned just now, the girl speeds up the rhythm of playing the guzheng, a bit like PAPI sauce, that's all. There is a kitten behind her to cooperate with her. After watching this video, users found it very interesting, so they paid close attention to it and spread it, so she set a record on Bilibili, but has this record been broken? At least it is one of the most popular videos on Bilibili. A phrase has become very popular recently: "I feel hollowed out." It has become a hot topic among friends. You may think this is a very funny thing, that such a formal choir sang a song that they wrote and arranged themselves, singing such an informal or seemingly unrefined song, and thus detonated the entire communication node. This is also a huge misunderstanding of what many people think is interesting. What we really mean by interesting is high-level, not low-level spoofs. There is a very famous actor in the United States who once said: Whoever you control has his laughter, you control his life. So being interesting is a very difficult thing, which is why "Baozou da shijian" was able to come out. The number of hits for one episode of "Baozou da shijian" should be between 20 and 30 million, and very few programs have surpassed this level so far, because they are not only interesting, they also output interesting things with values, which is very important. The third keyword: traffic = fans? ▲ The comments of "Nonsense" on Bilibili Nowadays, everyone who operates new media pays close attention to traffic and their fans. If you have 100,000, 300,000, 500,000, or even 1 million fans, you will immediately become a big V, and there will be various advertising monetizations and so on. But in this regard, many people will use a word to replace fans, which is traffic. When you use traffic, it seems like you have a lot of fans and you will be very awesome. Guess what is one of the most popular videos on Toutiao? It means beating up the mistress. Because Toutiao’s algorithm is very special, it is different from other platforms. If a video about beating up a mistress is posted on the headlines, especially one where she strips off her clothes, it can easily get over 10 million views. There are only 1.4 to 1.5 billion people in China, which means how many people in China have watched this video? A few million is very low, tens of millions is normal. Can we say that these tens of millions of people are fans of this video? So if you watch this video of beating up a mistress, will you become a fan of this account? Or will you find the blogger who posted this video and become his fan? Some people may, but the vast majority won't. In our analysis, this type of traffic is called real-time traffic, and real-time traffic has no deep value. But this kind of instant traffic has no way to settle, no brand, and no output of values. Therefore, most of it is invalid traffic, and there is no way to get very good monetization. Moreover, it cannot provide valuable, thought-provoking and useful things to society and others. People just read it and forget about it immediately. Therefore, this kind of traffic will not settle. What can really gain fans is effective traffic. After you read the content, you want to find this person, what is this person like, and search on Baidu. You want to follow him and read his previous works. This is called a fan. Our program on Bilibili about selfies of young people around the world received thousands of comments and comments, and our number of WeChat followers increased dramatically. These young people really want to pay attention to what we do. The fourth keyword: Watching = Internet celebrity ? ▲ The most popular foreign girl in "Nonsense" Internet celebrities are a big trend and a big tide. Now at various events, you can see some girls with well-developed bodies taking a selfie stick and starting live broadcasts , with some people watching, giving rewards and liking their videos. Many people would describe her as an internet celebrity. When we were making "Nonsense", we needed young people from all over the world to participate, and we contacted some professional models, but in fact they were neither and could not become Internet celebrities. However, an African girl who is fluent in Chinese, English, French, German and other languages has become a very popular figure and has great potential to become an Internet celebrity. The biggest difference between them is whether they have personal charm. For example, there are many videos on Kuaishou, which has been criticized before. Some people eat turtles raw, burn their genitals with fire, and light firecrackers and put them in their crotch. One video may be watched by one million people, or five million people. But does that make him an Internet celebrity? NO, this is absolutely wrong. What was the most popular video on the Internet in July? This is a very unfortunate incident, the wounding incident at the Beijing Wildlife Park, which has been spread to the order of 1 billion people. It quickly reached 50 million hits on YouTube, but can we say that Tiger is an Internet celebrity? Will you be a fan of it? What is a real internet celebrity? A true internet celebrity must have personal charm, no matter what he talks about, fashion, gossip, reading, sex, etc., or like us, if he focuses on the Internet lifestyle, he must have a continuous output of values, this is very important. Don’t think that values are something abstract. Even teaching others how to eat, drink and enjoy life is also a value. In short, there must be a continuous output of values, and there must be personal charm for the audience and the ability to continue to attract them. This is very important. Why is this one so popular? It constructs a kind of life aesthetics, but the particularly interesting thing is that it caters to an audience group that desires this kind of lifestyle and level. This group of people will feel that this thing is highly consistent with their desire for a better future, their emotions, and their inner heart. Therefore, the relevant dissemination volume and relevant data of a piece of information have now become very high. But the people who really pay attention to him are those who want to have this kind of life, not those who already have it. He constructed a life aesthetic that has attitude, values, and personality. Only in this way can one be called an internet celebrity, and not relying on one's figure, or some funny things, such as the curious videos of eating light bulbs that I mentioned just now to attract attention. So onlookers and internet celebrities cannot be equated. The fifth keyword: attention = community ? Another concept that is particularly popular now is community. This concept has been talked about a lot. There are even people who study success and are now talking about how to build a successful corporate community. Many small and medium-sized enterprises will pay to do it. The one who really made this concept big was Luoji Siwei. Many people who trained in success studies heard the news and started doing this. When many people communicated with me, they said, "Look, our corporate community is very successful," or "Our association community is very successful." What do they understand as community? For example, hold a meeting, or create a WeChat group , a QQ group, or an offline gathering. But what is a real community? If someone follows it, it becomes a community? Our video on the theme of robots in the second season of "Hu Shuo Qi Dao" set a new record in the case of routine promotion. The number of views on Tencent Video alone was nearly 10 million, which was several times the normal situation at the time. However, the number of fans did not skyrocket, because people were just curious about the topic of robots and sex, rather than having any real emotional attachment to it. We made substantial adjustments and modifications in the third season to avoid the situation where there was attention but lack of stickiness. A real community has a network structure, which is the picture we see, rather than a one-way structure. What we call WeChat or other WeChat groups, or associations are one-way. The network structure is between people, and is connected. They have common values, and there is real interaction and communication between members. This is the most basic definition and characteristic of a community. The last keyword: everyone = media In fact, there is no media at all. In this era, there is no media at all, or everyone is the media. According to our existing rules and our definition of media, the current media has been destroyed and has disappeared. Everyone is looking at their mobile phones now, and no one watches TV or reads newspapers anymore. So there is no media anymore, but everyone has become a communication node, everyone has become a content creation node, and we have entered an era where everyone is a media. In addition, in an era where information is flying around, we should not blindly follow or be superstitious about any new concepts or statements on the market, including what I said today. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @南七道is compiled and published by (APP top promotion). Please indicate the author information and source when reprinting! |
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