Papi Jiang has gained nearly 10 million fans by complaining. What can marketing dogs learn from her?

If you can't get users to praise you, hug you, and kiss you

Then you have to find a way to make them complain about you.

In 2015, "Spartan Warrior"-style marketing events emerged one after another, joke makers such as "Liu Ji Shou" were popular, Internet celebrity "Papi Jiang" became popular on most of the Internet, and Liu Xiao Ling Tong was inexplicably pushed to the forefront of the Spring Festival Gala. . . These people (and the people behind them) can get tens of millions of exposures just by showing their faces, making a witty remark, or playing up a topic. Nene just wants to know: what the hell is giving them divine power?

Why do these exposures occur? Because there are explosive points. Why do explosive points occur? Because there are complaints. Why do complaints occur? Because there are those crazy joke tellers and marketing dogs behind the scenes! !

First, let’s post Papi Jiang’s latest short video - some people become annoying when they fall in love. (Papi Jiang, a woman who is poor and flat-chested.)

Every issue is full of complaints, okay?

She has 4 million fans on Weibo, 2 million fans on Miaopai, and the fans on Youku, Tudou, Station A, and Station B combined are close to 10 million. Look at the number of video views. But if the girl is gentle and lovely but only speaks human language, would you still love her?

Why has “Tucao” become a powerful content production force?

In this era where everyone can speak out, the threshold for complaining is getting lower and lower. Not everyone can be a joke teller, but everyone can be a complainer. It has high participation, strong diffusion, and most importantly, does not require any brainpower.

Other experiments have shown that more angry or humorous elements can increase the number of times people share. "Tucao" seems to have something to do with both of these points. It has a natural sense of humor and is a mild joke from a third-party perspective. It is harmless and has no other intentions, but it can easily awaken the emotions of passers-by.

PS: Here we need to distinguish between the concepts of "real complaints" and "hidden complaints". The "real complaints" are that something is really bad, and everyone loses interest completely after listening to the complaints, such as the Spring Festival Gala.

"Criticism points" are intentional by the brand to control the direction of users' complaints throughout the entire process. For example, when "The Rise of Phoenixes" was released, friends exclaimed: Wow, it can be like this! It quickly became a hit online drama. In fact, before the film was released, the producers found no less than 300 flaws in different categories, and then took the opportunity to put these materials on the Internet to observe which ones netizens were most interested in and then detonate them.

In the process of content marketing of an enterprise, the marketing dogs are responsible for finding points to complain about, the joke tellers are responsible for complaining about them, the ordinary netizens are responsible for maintaining the heat of the complaints, and finally the marketing dogs harvest the complained content.

What kind of complaints can make people burst out with great power?

1. Can cause conflict

The most typical example is the "Liu Xiao Ling Tong on the Spring Festival Gala" incident before the Spring Festival. The marketers are definitely scheming bitches. They seized the "Spring Festival Gala", a "useless" platform, to create conflicts: the audience called for Liu Xiao Ling Tong to be on the Spring Festival Gala, but the Spring Festival Gala ignored him and did not even invite him.

It’s not a big deal. Who says there must be a monkey in the Year of the Monkey? But with enemies and conflicts, the audience's emotions became aroused, and they were automatically led by public opinion to take sides and complain spontaneously.

Then there was last year’s marketing incident of Shenzhou Private Car vs. Uber: Beat U! I’m afraid of black private cars! This sentence created a conflict, plus a typo that meant “beat the copywriter”. Although public opinion is condemning Shenzhou and supporting Uber, it is interesting that Shenzhou went from being an unknown brand to a popular brand overnight.

2. Slots are open

The topic of "Shanghai girl and Jiangxi boy" was hot for more than a week during the Spring Festival, while the hot topic of the same period was "gravitational waves". This major scientific discovery was so "professional" that ordinary people had no say in it. Similarly, at the second Internet Conference last year, what was circulated was not the content of the conference, but the photo of Lei Jun and Zhou Hongyi full of complaints. Whether the complaints are open and whether everyone can say a few words has a great impact on the popularity of the event.

Liu Xiao Ling Tong on the Spring Festival Gala: Love for Journey to the West, Spring Festival Gala in the Year of the Monkey

Shanghai girl, Jiangxi boy: city and country, love

【 UNIQLO 】Fitting room sex : Sex topics

【Tuniu】As long as there is sand in your heart, everywhere is Maldives: Travel Topics

3. Potential for complaints has been formed

Everyone wants to complain, but most people don't want to be the first to complain. When a brand engages in complaint marketing, the biggest fear is that once a slight voice appears, it will be drowned out, and the result will be nothing but self-satisfaction. Only when a certain potential energy is formed will passers-by follow suit. This is also the reason why brands prepare a large amount of complaining content in advance and invite joke tellers, KOLs, and media to help.

After the event marketing poster of Shenzhou Special Car was released, many media chose to follow up immediately, and their formation was very neat. It is obvious that they are paying for the job, and Shenzhou wants to build up the potential energy quickly.

Complaining is a very artistic, entertaining and technical thing, and complaining marketing tests the marketing capabilities of marketers. As the saying goes, there are always complainers, but there are few traders. Everyone should cherish it.

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