[Li Jiaoshou] I have 3 ways to extend the life cycle of Internet celebrities

We know that users don’t always think of a brand, but often think of something first and then associate it with a brand. For example, you first feel “I’m going to get a sore throat from eating these spicy foods,” and then associate it with “drinking Jiaduobao.”

Here, the feeling of "fear of getting angry" is the "trigger" implanted by Jiaduobao - every time you have this feeling, you will think of Jiaduobao.

If your trigger comes from outside (such as a task performed by the user) rather than from yourself, it often means that you already have certain "tool attributes" rather than just providing a pure sensory experience (sensory experience can easily dissipate).

For example, when you read Li Jiaoshou's article, it is not for the feeling of reading the article (temporary sensory stimulation), but to solve a specific problem in your work. In this case, Li Jiaoshou is equivalent to being "instrumentalized" and turned into a tool like a "printer".

Therefore, if you want it to last "forever", you cannot just be satisfied with the sensory experience (external stimulation), but also need to be able to solve a specific task - we will never get tired of the company's printer, not because it can continue to bring us external stimulation, but because we need it for another task (such as printing documents).

Because the sensory experience of any product cannot be sustained. When you first get the latest iPhone, you will be amazed by its perfect workmanship. You will keep looking at it and playing with it in your hand, and even handle it with care (this is a sensory experience). After you use it for a few months, you'll start to just throw it on the bed.

At this point you no longer appreciate it aesthetically, but you still use it because you really need it to do other tasks - such as contacting friends, shopping, and paying.

Therefore, for internet celebrities, if they want to extend their life cycle, they cannot just limit themselves to providing users with external stimulation such as sensory experience (such as the sense of catharsis brought by articles, the humor of videos, the sexy impact of showing breasts and thighs, etc.), but they should also make themselves tool-like and be able to help users solve another task that they already need to do.

All of this requires relying on an "external trigger" or "external source", not just yourself. For example, Li Jiaoshou’s external trigger is “new pain points arising at work”, and Luo Pang’s video trigger may be “Kevin Kelly has published a new book. I’m too lazy to read it, so I might as well watch Luo Pang explain it in 45 minutes.”

For example, in the past, game anchors simply made videos, and their activity would often decline after being popular for a while. But later it became live streaming, which was equivalent to having an "external trigger" - every time I see an e-sports match, I want to listen to XX's commentary.

The two methods mentioned above to reduce "stimulus adaptation" are: one is to continuously increase and change external stimuli, and the other is to no longer rely on external stimuli (sensory experience) itself, but to bind another task (similar to the need for a printer).

In fact, there is another method: gradually transform your external stimuli into internal stimuli.

We know that any external stimulus (such as money, sex, food, pleasure, etc.) will be adapted, so when a person suddenly gets a salary increase, the change in happiness is as follows:

But there is a kind of positive experience brought by stimulation that is almost never adapted to. This kind of stimulation is "internal stimulation". For example, through continuous efforts to gain confidence, the improvement of happiness is like this:

If external stimulation is something that users get (such as money, sense of humor, sexy experience in pictures, etc.), then internal stimulation is something that users pay for themselves (such as achieving a certain goal through hard work) , and internal stimulation is not easy to produce "stimulus adaptation".

When a person takes the initiative to work on something and receives positive feedback, he will often not experience the so-called aesthetic fatigue and will continue to do it for a long time.

For example, a study found that professors who assigned more homework received higher ratings from students (even though everyone hated homework). This is because students have already actively invested a lot of effort in this course, and these efforts themselves in turn strengthen their interest (please Baidu "cognitive consistency theory" for details).

In fact, the reason why couples who have been together for many years do not divorce due to aesthetic fatigue is not because the wife or husband always provides fresh stimulation, but because of the process of their joint efforts to maintain the family (this is internal stimulation).

So, as an influencer, if you only provide some kind of external stimulation to users, they will easily get aesthetic fatigue, but it will be much better if you let them do something on their own and get feedback.

For example, a large number of Internet celebrities have selected user comments to be on the headlines, asked users to help provide topics, opened barrages to provide participation, organized study sessions, etc., all of which are behaviors that allow users to actively participate.

So what is the key to stimulating users' addictive participation?

Likewise, you need to turn yourself into a game to get users to behave in a similar way.

For example, in the research group organized by Li Jiaoshou before, everyone had to complete a copywriting task every week to improve their abilities, and at the same time, outstanding people were selected to be ranked.

In fact, the probabilistic rewards of active action are essentially the key to all addictive behaviors.

The famous psychologist Skinner once did such an experiment:

If the pigeon in the cage presses the red button, it has a certain probability of getting food (compared to the group with a 100% probability of getting food). As a result, the pigeons pressed the button frantically, regardless of whether they were hungry or not—even though food only dropped once every 40 to 60 presses.

Most of the pigeons kept pressing the button at a frequency of nearly 200 times per minute, for more than 15 hours ... (In comparison, when I was most addicted to the game, I could only play for about 7 hours in a row, which is far worse than the pigeons)

Therefore, Internet celebrities should not only provide stimulation to users (whether it is pleasure or humor), but also guide your users to take the initiative to make efforts to obtain "internal stimulation" (such as the frequently used lottery in exchange for points upgrades, etc.).

In short, what you need to do is not to provide products to users, but to stimulate them to achieve their goals.

When it comes to “how to increase the life cycle of influencers”, most people’s intuitive approach is:

"Produce better quality content and make the production more sophisticated."

The reason for this idea (that success can be maintained by creating high-quality content) is often due to the typical mistakes that many successful people often make:

“I forgot why I was successful in the first place.”

The initial popularity of a grassroots internet celebrity was not actually due to "excellent programs" at all . In fact, the initial content of many internet celebrities can be described as shoddy - unprofessional editing, low-quality dubbing, and even non-HD images, which can never be compared with the big-name regulars.

But this did not hinder their success, because "good production" is often not a necessary condition for initial success - the reason they were successful at the time was often because of the unique perspective provided by their brave innovation, which translated into a "fresh and exciting" feeling for users.

As users become more and more accepting of this feeling, they will naturally become aesthetically fatigued, which is something that "excellent production" cannot make up for at all.

The reason for your initial success was not "excellent production" at all. So when your fans become tired of the brand and their activity levels decline, it will certainly not work to rely on "excellent production" if you want to replicate your success (if users are tired of eating tiramisu, it will be useless even if you serve tiramisu on a golden plate).

In fact, the reason why people experience "aesthetic fatigue" is that everyone will "adapt" to external stimuli - gradually becoming insensitive, whether it is a certain delicacy, a certain style of joke or a certain song.

illustrate:

1. Because the various concepts involved in this article are relatively complex, in order to facilitate understanding, Li Jiaoshou modified the expression of some academic vocabulary. For example, Sensory Adaptation is more often translated into "sensory adaptation" in China. The "internal stimulation" in the text is actually equivalent to the academic concept of "intrinsic motivation".

2. Li Jiaoshou is a person who provides business methods, not a business commentator, so the article is not intended to support the statement that "Internet celebrities such as Papi Jiang will not be popular for long", but to share solutions to the problem of "aesthetic fatigue".

3. The method in this article is essentially to solve the "stimulus adaptation" problem, so it can be flexibly applied to problems such as "brand aging", "user fatigue", and even "declining sweetness of love". Please learn from it on your own and I will not explain it in detail.

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