Revealing the marketing logic behind Ding Zhen’s becoming a top internet celebrity!

Recently, a young man from Litang, Ganzi, Sichuan, unexpectedly became popular on the Internet because of his innocent and simple smile. Since he became popular, hot searches about Ding Zhen have been endless.

After Ding Zhen became popular, Litang Culture and Tourism responded quickly and launched the Litang tourism promotional video "Ding Zhen's World" from Ding Zhen's perspective. Once released, it attracted a lot of attention and praise from netizens.

As of press time, the promotional video has been played more than 20 million times on Tencent Video and Weibo.

Why did Ding Zhen become popular so quickly? What marketing logic is behind this?

1. From 0 to 1, Ding Zhen quickly became one of the top internet celebrities

1. Accidentally became popular and achieved the spread from 0 to 1

In fact, Ding Zhen’s popularity was purely accidental. Originally, the photographer (TikTok ID @微笑收藏家.波哥) was going to take a photo of Ding Zhen’s younger brother on November 11, but accidentally took a photo of Ding Zhen. In the 9-second video, his simple smile was eye-catching. Currently, this video has received more than 2.75 million likes and 130,000 comments.

In the past 30 days, Ding Zhen’s WeChat index has increased by 626.22% day-on-day, making him a veritable top star.

Because of his popularity, netizens even created a new term "wild boy" to fit Ding Zhen's image, which shows both the wolf nature and the clear side of Ding Zhen.

2. Topic fermentation, achieving fission

Once there is a hot spot, there will inevitably be participation from 5G surfing teenagers on the Internet, triggering spontaneous dissemination of self-media. In an interview with CCTV media, when Ding Zhen was asked where he most wanted to go, the boy replied bluntly, "I most want to go to Lhasa," which sparked a discussion on the Internet about where Ding Zhen is from.

@Tibet Culture and Tourism said: We are waiting for you in Tibet. He not only tagged the real person, but also tagged @Sichuan Observation and @Sichuan Culture and Tourism. For a while, a fierce competition for talent broke out between Sichuan Culture and Tourism and Tibet Daily.

After several rounds, the topic #Actually Ding Zhen is in Sichuan# attracted the attention of many netizens and successfully obtained 540 million topic readings.

As the topic of Ding Zhen continues to ferment, there are no less than 20 hot search topics about Ding Zhen on Weibo, and more than 60% of the topics have been read over 300 million times. The two major topics #Ding Zhen says don’t photoshop anymore# and #The head of the state-owned enterprise where Ding Zhen works responds to his refusal to participate in the talent show# have been read nearly 1 billion times each.

The WeChat topic index shows that the total reading volume of topics about Ding Zhen in the past 7 days has exceeded 1.68 billion, and the number of discussions has exceeded 226,000.

Obviously, attracting users to watch and spread the dynamics of content about Ding Zhen's topic is people's attention to those interesting, interesting and informative topics, and it is also the key point for Ding Zhen's topic to break the circle. Brands tried their best to compete for users' attention, but they didn't expect that a grassroots internet celebrity would quickly become a top star and obtain the traffic that the brand dreamed of.

If interesting and witty content is the key to Ding Zhen's topic becoming a top trending topic, then the attention of celebrities and big Vs plays an important role in adding icing on the cake and fueling the topic.

After Ding Zhen revealed that he was from Sichuan, YKYBtao, HCY and others all joined in spreading the topic of Ding Zhen. For a while, all kinds of hot searches were arranged.

The reposts by celebrities on Weibo, the publicity by Litang Cultural Tourism Company, and the attention from major self-media have achieved a dissemination fission, turning Ding Zhen into an Internet celebrity with the ability to become a hot search target. Now Ding Zhen means topics and traffic. Behind Ding Zhen’s popularity, people have been prompted to think about internet celebrities on multiple levels.

2. How did the “original” Ding Zhen achieve a comeback?

1. Ding Zhen, who is highly recognizable, caters to the aesthetic taste of the general public

Another factor behind Ding Zhen’s sudden popularity is that the public’s aesthetic taste has subtly changed. People have become accustomed to the same old images and are beginning to experience aesthetic fatigue. As a result, Ding Zhen became an internet sensation as soon as he appeared and became an object of public pursuit.

In the eyes of more people, Ding Zhen’s popularity is not accidental. His pure, clear, clean and simple image is different from the current popular Internet celebrities. It has entered the hearts of users like a clear stream. Behind the continued explosion of Ding Zhen’s traffic is people’s appreciation for those highly recognizable pure boys, as well as their yearning for the distant future behind him.

2. Ding Zhen’s popularity is due to users’ recognition of the value of the humanistic ecology behind him

Poetry and distant places are the purest and most sacred places in the hearts of contemporary young people. Ding Zhen, who became popular unexpectedly, was able to quickly become an Internet celebrity, which is inseparable from the support of the beautiful distant world behind him. In Ding Zhen’s world, the poetry and distant places from his perspective are a pure life without any distractions.

Ding Zhen’s popularity is due to the strong regional customs and unique natural scenery, as well as the coexistence of Ding Zhen’s innocence and wildness. Ding Zhen, who lives in an environment with both cultural and natural ecological resources, has become a kind of emotional sustenance for urban workers. People’s liking for Ding Zhen is also a recognition of the humanistic and ecological values ​​he represents.

3. If you want to obtain continuous traffic, you must insist on content being king

It is undeniable that content dissemination is an efficient and fast marketing method. By creating content that fits one's own tone, one can reach the target audience through the platform, either arousing the user's curiosity and triggering their continued attention, or achieving emotional resonance and narrowing the distance between oneself and the audience. Only in this way can one achieve continuous traffic and generate secondary dissemination.

If internet celebrities like Ding Zhen want to remain popular for a long time, they have to work hard on the content they spread. Internet celebrities with commercial value and market appeal, such as Liziqi, Geng Shougong, Papi Jiang, etc., are not only Internet celebrities but also content creators.

Li Ziqi: Use the everyday life as inspiration for content creation. The healing Li Ziqi makes videos about the quietest changes of the four seasons and the daily necessities that are inseparable from people's daily lives, allowing urban people to feel the joy of waiting for flowers to bloom and fade and clouds to roll and disperse through her short videos. At the same time, it can also help children in the city trace the origins of their food and know where it comes from.

Geng Handong: Turning a hobby into a profession expresses its uselessness to the fullest. Every invention is useless yet seems to have miraculous effects. Geng, known as the "Edison of Baoding", has successfully "invented" all kinds of useless products through his strong hands-on ability, including kitchen knife combs, bicycle fans, stainless steel brain bombs, etc. Geng has taken boredom to the extreme, and the process of making useless inventions has been filmed into short videos, which have become popular content.

Papi Jiang: Schizophrenic performance, interpreting every reality of life. Most people hate the gossip of family life. Papi Jiang uses her schizophrenic performance to show the public the daily life that they are accustomed to in an exaggerated way, so that more people can find happiness in it.

Those internet celebrities who continue to be popular all have a very clear identity. They are content creators, and the content they create has a strong personal style. If you want to copy Ding Zhen, you still need to start with the content and rely on the content to impress the audience. This is the way for internet celebrities to become long-lasting.

Author: Marketing Frontline

Source: MarketingCase