Content Operation丨How to maximize the value of Internet celebrities?

As an investor, I am unlikely to choose to invest in internet celebrities . A single internet celebrity has little value because people always pursue novelty and will get tired of one person.

——Wang Sicong

Post-Internet celebrity era

There are more and more internet celebrities. Does it mean it is easy or difficult to be an internet celebrity?

Since 2014, WeChat public accounts have become a new battlefield for the emergence of Internet celebrities after Weibo, even though the original intention of public accounts does not seem to be that. The rise of live streaming platforms in 2015 provided a platform foundation with lower standards for the phenomenon of everyone becoming an internet celebrity. When you find that most of the internet celebrities who appear at the Internet Celebrity Festival look unfamiliar, the boundaries and concepts of internet celebrities have become increasingly blurred.

Just like all fruits that are ripened and animals that provide meat, the maturity period of an internet celebrity is getting shorter and shorter. Eileen Chang once said, "Become famous as early as possible. If it comes late, the happiness will not be so satisfying." It takes at least a few months, or at most one or two years, for the team to grasp the right style and cut into a small angle. It seems that it is quite fast to become popular now.

In an era where internet celebrities almost have more people than fans, the internet celebrity economy, self-media , and content marketing have already had relatively mature industrial chains and business models, but very few of them can truly and continuously create value. From this perspective, it seems to be getting harder and harder to do business.

Is commercial value the real value of internet celebrities?

Whether it is monetization through traffic generation, conversion monetization, or brand building first and then monetization, most influential self-media will reach this step. After accumulating a certain amount of traffic, it enters a clear monetization mode.

The forms of monetization and advertising promotion methods require more outstanding talents and insights into user psychology. The soft advertisement in the story may not seem like an advertisement, but it is actually offensive after being exposed. It is not as frank and straightforward as the hard advertisement, but its disadvantage is that the reading rate is low. The latest and most common way now is to combine the two with a surprising twist, which is so painstaking that people can't bear to unfollow them.

Having said that, traffic is the entrance. Television is broadcasting, and search is narrow broadcasting. As more people pay attention, when an internet celebrity becomes an influential media within a certain range, he or she naturally has the value of disseminating information, and may even have the responsibility. But as for what to spread, that is of course decided by the internet celebrity himself.

Is it an exaggeration to say that content is king?

Extensive quickie content. Fragmented time is perfect for browsing fragmented content, but it also means it is suitable for obtaining hot and entertainment information. Even if the topic is very serious and profound, whether you browse it or not will not have much impact on you. Just like putting kaiseki cuisine in a bowl of instant noodles, this format causes some articles with good content to fail to play their due role.

There is style but no system. Fans' continued attention basically represents recognition of the author's style, and their liking and acceptance of the narrative approach and views expressed. However, due to the nature of fragmented information itself, it is almost impossible to form a relatively systematic framework, resulting in extremely scattered or repetitive content. With long-term attention, it is more difficult to resonate and gain attention.

High frequency and low activity. In an age where we are overwhelmed by information, if we are unable to output content regularly, the probability of being forgotten and unfollowed will increase sharply. Even if we push content regularly and keep up with hot topics, we may not be able to keep fans fresh all the time.

The Game Between Fans and Internet Celebrities

Fans' full retreat

As a fan, there are many channels to choose from to obtain information. From the perspective of individual fans, it is normal to have different interests at different stages, and the operating costs of following and unfollowing are almost zero. Moreover, fans’ fragmented time is limited, and within that limited time, they will only watch content that interests them.

The word "interested" is almost fatal. Under the constant stimulation of the Internet world where talented people emerge in large numbers, the threshold of interest is getting higher and higher. Even though fans will browse hot topics regularly, hot topics are spread not only by internet celebrities but also by various professional media. Even if fans like to see unconventional moves, there are many people who are willing to perform unconventional moves.

When everyone is trying so hard to be unique, it's almost impossible to keep someone fresh over and over again.

The careful planning of influencers

Do what you like and are good at. There will be bottlenecks in everything you do, and you can’t keep doing it for long without passion. Passion can not only motivate yourself, but also give you a kind of infectious power, no matter you love this field or love communication itself.

Cumulative depth. If you are an internet celebrity and have accumulated a certain amount of fans and credibility from a small entry point, it proves that at least you are not going in the wrong direction. The key is to continue to operate in the future, maintain a certain quality of input and in-depth research, accumulate brand awareness, and make others think of you when they mention this field. This is what every internet celebrity is trying to do.

Teamwork. Whether it is an economic company organization or mutual promotion among colleagues, cooperation is a very energy-saving and environmentally friendly idea. It not only increases exposure and topics, but also increases the chain effect of interactions between people.

Express yourself. Be careful not to try too hard to please others. Fan attention represents a certain degree of recognition. If you try too hard to please others, it will be difficult to express your true value. If you can't satisfy others, at least satisfy yourself first.

Advertising is a double-edged sword. If no substantial value is generated, excessive investment will lead to a sense of scarcity. In fact, fans can accept some advertising to a certain extent (after all, they don’t want you to be homeless or something), but excessive commercialization is an absolute loss of credibility and greatly reduces the pleasure of attention.

Sense of rhythm. Strike a balance between quality and frequency (walking the line between mystery and uncanny productivity). Make every encounter a little special.

Time precipitation and value return

Will we continue to obtain information in the current way?

Many people realize that they spend too much time on online media but do not get any effective information. Therefore, some valuable information will gradually be separated from existing communication methods. Information with a systematic framework, in-depth consideration, and fine-tuning allows some people to return to their original ways of obtaining information and abandon fragmented information reading (just like the gap in traditional cultural information has always been raised, but no one knows when it can be taken seriously again. A friend once told me that practicing calligraphy has brought her many benefits, far more than just writing beautiful characters).

On the other hand, some people who desire in-depth interactive information have turned to new forms of media platforms, choosing live broadcasts or paying to acquire knowledge.

Therefore, as an internet celebrity, how to convey in-depth information is a question that you always need to think about.

What makes us feel valuable?

Impatience has become the norm. We are busy acquiring information, reading and communicating. We are checking our phones while eating, in meetings and in cars. Many things claim to be quick and to arouse curiosity, but after reading them they have no value and are just a way to kill time.

With the rapid economic development, more and more people are feeling deprived. Those who have not yet been overwhelmed by complex information can spare some time to pay attention to literature, sports, art, and hobbies. They can also start to pay attention to improvements outside of work and return to the quality of life and communication between people.

The sense of value brought by the accumulation of time is more solid. Therefore, only your own thinking system, which is continuous and digested over time, is valuable.

What kind of information do we crave?

knowledge. People are always curious about what they don't know, but when you listen to another person's story, it's like seeing the world through a special filter, with that person's unique perspective and height. Although it is not like what I have really felt before, it is a brand new experience.

Three views. Your outlook on life, world view and values ​​can fully reflect your past, present and future. Communication is the collision of three perspectives. No matter you are a grassroots or senior opinion leader, as an influential individual or media, it is very meaningful to use your influence correctly and bring new perspectives to others.

Life itself. The Internet is just a means, and in the end we still have to return to life itself.