Analysis of marketing and promotion of memes, emoticons, and interesting content

Introduction: In the process of spreading interesting things such as topics, emoticons, and memes, each element has a powerful communication function. This is the first usage. Secondly, using topics as communication carriers, emoticons and memes as communication tools, and the coordinated communication capabilities among the three is the correct way to spread fun.

Recently, the fun activity of "bottle cap challenge" has been spreading wildly on the Internet. The activity is nothing more than simply kicking the bottle cap open with your feet, and there are no other special features. However, this simple activity has attracted widespread attention. The form of the activity is kicking bottle caps, but everyone who participates in the activity uses various methods that netizens cannot imagine to successfully participate in the activity.

Among them, Donnie Yen's blindfolded flying kick over the bottle caps became a hot topic on Weibo, with netizens exclaiming: "It's real kung fu"; then, well-known action star Zhao Wenzhuo kicked open three bottle caps with one foot, leaving netizens stunned and shouting: "666"; singer Jay Chou's innovative "card" method of opening the bottle gave netizens a low-key show of wealth.

Using topics to generate various contents that attract public attention is the core of the dissemination of such activities. It is not difficult to find that simple activity content, through the spontaneous spread of the Internet, can create unexpected fun and a variety of content.

Topic activities themselves are like attributeless substances. By adding elements with different attributes, the same activity can produce completely different display effects. No attributes means that the audience of the activity is the entire general population, and there is no need for precise crowd targeting operations. A mass target population means that everyone has the possibility to participate. Ultimately, such simple activities have powerful communication capabilities. So where does the driving force for communication come from?

In the bottle-kicking campaign, the driving forces that contributed to its spread are mainly the following:

First, the convenience of setting up activity scenes. People, water bottles, bottle caps, mobile phones, these are all indispensable parts of our daily lives. When the idea of ​​an activity is stimulated, it is very easy to set up an activity scene. The low activity threshold is the basis for such activities to be able to spread spontaneously on a large scale.

Secondly, through influential people, who serve as the initial initiators of activities, the dissemination of activities and topics can be completed quickly. In the initial stage of the event, having heavyweight guests participate in the event can effectively increase the level of the event and create an atmosphere of "such great people are all playing this". Because behind these influential figures there are a large group of followers and supporters, and the behavior and attitudes of these people are easily influenced by their "idols". Based on the low activity threshold of the recommended scene arrangement, use the first batch of influential people to build momentum for the event, and use the influence of these people as the initial driving force of the event.

Subsequently, as the popularity of the event expanded its scope of influence, it gradually became a hot topic among people. When the subject changes from activity to topic. This means that the activity is already capable of self-propagation. Once a topic is created, it becomes much easier to spread it through those who know it to those who don’t. This kind of scene often occurs in life: "Did you know that bottle cap questioning is really popular recently, and Donnie Yen's way of questioning bottle caps is really cool." When an informed netizen says this to the people around him; "What? What is kicking bottle caps? How does Donnie Yen kick it?" Similar questions will appear in the minds of uninformed people. Driven by curiosity, they will spontaneously understand the whole process of the activity. The self-propagation power of a topic is so strong.

Finally, driven by the self-propagation of the main topic of kicking the bottle cap, various topics will be generated through the interpretation of this activity by different people, providing the main topic with endless freshness and maintaining its popularity. Among these topics, because the relevant content has high attention and traffic, it provides relevant operating space for merchants to promote their brand.

Communication is the foundation of corporate development, brand building, and product sales. In this era of traffic monetization, attention means popularity and profit. There is nothing wrong with converting traffic into profits through effective marketing methods.

In addition to normal paid promotions, soft articles and other conventional communication methods, communication through emoticons, memes, topics and other means may allow the company's communication methods to achieve the effect of "a little effort to achieve a great result".

In recent years, the most "magical" means of communication in this era

In the process of development of the times, there are always some actions that don’t seem very special, but can often have unexpected communication effects; there are always some actions that seem very boring, but in a different scene, they can produce a "magical" communication effect; there are always some contents that are obviously very simple, but when more people say them, they become special. These are the most basic nutrients for "demonic nature". To this end, please follow the author's footsteps and take a look at the "magical" communication events that have happened around us in recent years.

1. Emojis: There is always a moment that can hit the "laughing point" of the public

When "Ruyi's Royal Love in the Palace" was very popular, "Story of Yanxi Palace" was able to come from behind, withstand the pressure, and obtain considerable ratings, and it was very popular at the time. Among them, the effectiveness of the spread of emoticons is indispensable.

When "Story of Yanxi Palace" was popular, the corresponding actions of the characters in the play were made into WeChat emoticons and widely circulated in people's daily lives. On the one hand, interesting content can effectively attract the public's attention; secondly, it will arouse the public's curiosity and make them spontaneously understand which TV series these emoticons are from.

The time for daily episode updates is fixed, but the spread of emoticons is all the time. The emoticons are produced by a professional team and then spread through relevant influential people, thus achieving excellent dissemination effects. Let the series have huge exposure in the daily life of the public, make full use of the popularity of the hit drama, and complete the ratings conversion.

When WeChat becomes an indispensable part of our lives, many interesting things have also emerged, and emoticons are a typical representative of them.

Brief analysis of the function:

What are emoticons? It is to create excellent entertainment effects by using interesting pictures and adding texts that match the connotation of the pictures. There are also ways to add interesting subtitles to a short video to create unexpected situational effects. All in all, the most important element of emoticons is "fun". Many times, a single emoticon package cannot generate corresponding value, but when these emoticons appear in specific scenes in our lives, they can often produce "critical" laughs. These are the functions of expressing emoticons.

Precisely because pictures and texts are highly operable, the same picture or thing, with different texts, can produce different effects. This is the biggest feature of emoticons.

Nowadays, it is very common for companies to spread relevant content through emoticons, but this method of communication has a big flaw.

defect:

The hit drama was very popular at the time, so when emoticons were quickly produced, they generally had a strong dissemination effect. However, due to the rush of production time, the connection between many pictures and texts is not fully consistent. Therefore, when the popularity of the drama faded, many netizens would not spontaneously use these emoticons in their lives. There are always some things that seem hilarious at a certain moment, but when the heat fades, they seem dull. This is the drawback of the "fast food" entertainment of the series. Communication only has a positive effect within a certain period of time.

Secondly, in the era of information explosion, new content appears in people's lives all the time. Although the effect of dissemination can be achieved to a large extent through the characteristics of social networking, it often brings some negative impacts to the series. For example, viewers who came to watch the show through emoticon packages will have uncontrollable interruptive behavior when they see the corresponding scenes.

Regardless of the means of communication, as long as the content is of high quality, it can achieve sustainable dissemination. For example, Nick Cheung’s emoticons, “Ah Wei is dead. It’s your choice, idol,” and “Duan Kun must die. Even Jesus can’t save him. I said so.” These domineering words, combined with the scene at the time, made this video emoticon package widely circulated. Many opinion leaders modified the subtitles of the video to create unexpected entertainment effects. Once, when a Tmall store was caught for fake orders, this emoticon package became all the rage, and the content of its subtitles also became related to that Tmall store.

Good products will always have a market and are difficult to be eliminated by the market.

2. Creating and spreading memes: An excellent joke teller can always be discovered among a vast crowd of people.

Hot event: A soul-searching question from a Shanghai middle-aged woman: "What kind of trash are you?", became a hit on the Internet. Garbage classification has become one of the hottest topics nowadays, and various jokes about "garbage classification" have emerged one after another.

Once when a friend posted a guide on waste sorting in a group, other people were surprised. But as the influence of garbage classification gradually spread, it turned out that we missed a very hilarious joke.

In the field of garbage classification, all kinds of jokes are flooding the Internet. For example, the most popular shoulder bag nowadays, in a flash, turns out to be a row of miniature trash cans.

There is also a scene in a classic animated film: a little girl smashes the bottle hard to save the goldfish trapped in the bottle, and the father standing behind the girl watches it all silently. As the sun gradually moved westward, the father drove the girl on the way home. At this time, the father gently asked, why did you take the goldfish out of the glass bottle? At this time, the little girl opened her big eyes innocently, looked at her father naively, and said seriously: Because glass is dry garbage and fish is wet garbage. After hearing this, the father said speechlessly: Another one has gone crazy.

"Another crazy one" and "What kind of garbage are you?" are the most widely spread memes in garbage classification. In the circle of friends, you can often see friends making comments based on the above-mentioned memes, which effectively increases the spread of these memes.

Function analysis:

"Memes" can always show unexpected effects in this social group.

First of all, promoting products through interesting "memes" can always attract the attention of the public at the first time. In this age of attention shortage, it is very rare to get the public to focus on watching something.

Secondly, the entertainment effect of "梗" can effectively soften the harshness of the advertisement and effectively weaken the rejection that the advertisement brings to the masses. It allows the public to be entertained while also transmitting corporate marketing content.

Finally, contents such as "梗" and "段子" are fast-moving consumer goods. In the creation of personal brands, the use of "jokes" and "stalks" can more effectively spread certain personal brands and create public awareness. For example, singer Xue Zhiqian, although the song "Serious Snow" attracted attention, it did not make him a famous singer overnight; but through the jokes and gags in "Mars Intelligence Agency", he became a successful "joker", and through the identity of a joke teller, he became more and more successful on the path of a singer. There is also a "music poet" Li Jian, who can always make people laugh inadvertently through his own humorous characteristics. Whenever he tells some jokes, the barrage of comments is all: "A joke teller who is delayed by music."

defect:

Although they are "memes", not all memes are applicable everywhere. Many memes have great limitations due to the different target audiences. Of course, national hot topics such as "Are you happy?" and "Are you satisfied?" will not have such restrictions on their dissemination. But not all memes can be "got" by people all over the country, so many "memes" have some flaws.

Timeliness: Some memes will gradually lose their spreadability as events pass. In our daily lives, people often say, "Don't talk about such an old joke, it's boring." From this, it is not difficult to find that "old jokes" will lose their interest and are not contagious. It’s like now when we ask people questions like “Are you happy?” we can’t get the corresponding results.

Limitation: The memes in different fields cannot be shared. It's like when a League of Legends fan chats with his parents about his dreams. At this moment, you suddenly see a wave of "77777777777". The author believes that your parents must be full of "black question marks" at this time. The jokes in different fields are generally difficult to share in other fields. After all, the "points" that everyone pays attention to are not built on the same platform. Therefore, the spread of memes is subject to considerable limitations in some specific areas.

3. Topic dissemination: There are always some contents that resonate with everyone.

In the above content, the author has briefly described the content of the topic spread in the "bottle cap" challenge, but the content of the topic spread is far more than that.

Under such a developed Internet environment, the "bottle cap challenge" is not the most influential activity in topic dissemination. In recent years, many more representative topics have become well known to everyone.

The "Ice Bucket Challenge" that once swept the world made "Ice Bucket" the most popular topic at that time. Because this activity is of a public welfare nature, it has received particularly enthusiastic attention. On the one hand, many celebrities have enhanced their public welfare image through the Bingtong challenge. On the other hand, compared with lifting bottle caps, this challenge can better reflect someone's courage and determination. After all, not everyone can complete this challenge. In other words, the ice bucket challenge is the only one that can truly be called a challenge.

"A4 waist", a simple action, a low-key show of body shape. In this era of surplus production capacity, the Chinese people also have a huge surplus of body energy, which is then gradually converted into fat. On this basis, the topic of "A4 waist" instantly became a tool for people to show off in their circle of friends and Weibo. At that time, the topic of "A4 waist" remained very popular. Later, similar challenges such as "putting silver coins on the collarbone" and "touching the belly button with the back of the hand" also became popular. Driven by these words, the public's enthusiasm for fitness has been greatly stimulated. The fitness industry has ushered in its best era. Fitness apps such as Keep have sprung up like mushrooms after a rain and are growing rapidly.

During the Spring Festival, "The Wandering Earth" became a strong dark horse in the Lunar New Year film market. While everyone was marveling at Wu Jing's vision and the rise of domestic science fiction films, an unrhymed traffic safety slogan became the hottest topic of the period: "There are thousands of roads, but safety is the first. Improper driving will bring tears to your family."

This unrhymed traffic slogan runs through the entire film. After the film became a huge success, this slogan also received unprecedented attention. For a time, jokes and emoticons about this topic were spread wildly on the Internet. At that time, it seemed that no matter what web page you were browsing or what you were watching, this unrhymed "limerick" "There are thousands of roads, but safety is the first; if you drive unsafely, your family will shed tears" would always appear cleverly in front of us. Perhaps, interesting content without any vested interests is more suitable for this communication stage. Of course, the success of this slogan is based on "The Wandering Earth". If the skin is gone, where will the hair attach to?

The spread of topics:

Self-propagation: The nature of the spread of a topic, similar to the phenomenon of "a single spark can start a prairie fire". Once the spark of "topic dissemination" is ignited, through the special network environment and under the influence of "At", a "dramatic" "dissemination fission" effect will then occur.

Sense of superiority: Because of the ubiquitous contempt chain, when a certain topic is spread, people at the top of the contempt chain will have an "inexplicable" sense of superiority. Driven by this sense of superiority, they will be happy to spread the topic to their friends. First of all, in the process of dissemination, friends around you will wonder “how can you know so much?”, which is very useful. Secondly, people at the lower end of the contempt chain will spontaneously generate the motivation to progress to the upper end of the contempt chain if conditions permit.

Curiosity: When people around you are talking about a certain topic, those who don’t know about it will have a strong curiosity about it. Driven by curiosity, cognitive exploration of the topic will occur spontaneously. The effects of "curiosity" and "desire for knowledge" are actually somewhat similar, both of which allow the masses to spontaneously develop an understanding of the topic and get them involved.

Disadvantages of topic spreading:

First of all, the popularity of a topic is very short-lived. It is usually popular for a while and then forgotten by everyone. Just like the Ice Bucket Challenge, although we all mention it now, we don’t have any other thoughts about it.

Secondly, topical communication is not replicable. People are always curious about new things, but once they get used to them, the novelty fades, which also means the topic will come to an end. Therefore, topics are not replicable. For example, the "Ice Bucket Challenge" was once all the rage, and if someone then started an "Ice Water Challenge," the spread of it would be unimaginable.

Finally, there is uncertainty. Whether a topic can evolve into a global topic is very uncertain and there is a lot of room for surprise. Although through analyzing known successful "topics", we will find that the spread of topics is actually very simple. However, if someone spreads such topics with a purpose, the final effect may be difficult to achieve as expected. In fact, the difficulty of spreading a topic is far beyond people's imagination. This is why there has only been a "bottle cap challenge" for a while.

4. Topics, emoticons, and memes are actually complementary in the process of communication.

When using topics, emoticons, and memes to complete communication work, the core of communication is actually to integrate the three together.

Just like in the topic of "garbage classification", the topic of garbage classification is the core of the entire communication; by using memes and emoticons as the means of communication, the dissemination of the topic becomes more convenient. In the current Internet environment, firstly, the "garbage classification" joke has been mentioned in the above article; secondly, in friends' messages, you can often see emoticons about Shanghai aunties and Shanghai people being driven crazy by garbage classification.

In the process of spreading interesting topics, emoticons, and memes, each element has a powerful communication function. This is the first usage. Secondly, using topics as communication carriers, emoticons and memes as communication tools, and the powerful communication ability of the coordination between the three is the correct way to spread fun.

Author: Xiao 5

Source: PR Home