Volume 2: Storm Rising 2015 Chapter 300: Starting from the Double Chin Challenge
"It is not difficult to achieve this. As long as we grasp a core element to initiate the challenge, the rest is up to the users to create. This is also a major advantage of short video platforms."
“The smartest platforms only need to learn from users, understand what they need, and create content that the masses like to see. Doing this alone is enough for a platform to gain a foothold.”
"After all, not everyone is Steve Jobs and can define user needs in reverse."
Upon hearing this, Yang Luyu was moved by the thought that great minds think alike, and said sincerely: "This is also the issue we prioritize when making products.
Only when users do not feel any threshold or obstacles when using a software, the product can be considered mature, and such a product will inevitably attract the most users! "
Zhou Dongsheng clapped his hands, looking like a teachable kid, and then said with a smile: "That's right! That's right, and the so-called challenge is actually the same..."
“We just need to grasp one core element, which is to create contrast! The novel experience brought by the contrast is enough to stimulate users’ desire to create, and then use the dissemination attribute of short videos…”
After talking about it for a long time, Zhou Dongsheng felt that it was still not enough to just talk about it, so he changed the subject and said, "This is complicated to explain, why not just demonstrate it directly? Lend me a phone with the Musical.ly app installed."
For Zhou Dongsheng, who has experienced countless versions of contrast challenges, it is easy to restore one step by step. Let's start from the earliest version.
If you are one of the earliest users of the Tik Tok app, you should all know that one of the activities that first made Tik Tok popular, and even went beyond the circle and attracted the participation of the whole nation, was the makeup challenge.
Moreover, as time goes by, in the past few years, this challenge based on contrast has not only not become outdated, but has also been continuously innovated and brought into full play through the passionate creations of many users.
However, the odd changes and the even remains the same, its main focus is "contrast", and the core of "selling beauty" has never changed. This can also be regarded as the "original intention" of short videos.
It is also the first demand for many users to come into contact with short videos, followed by other diversified demands derived from the platform.
In fact, this early version of the Douyin challenge has been popular on the overseas Internet for a long time, and it became popular again after being moved to China by marketing accounts.
At the same time, Douyin, which has a large amount of resources allocated to it by Toutiao, took advantage of this challenge to soar to the top and has become increasingly popular since then.
Of course, we cannot rule out the importance of Toutiao’s massive resources and its own traffic system, but this is also the choice of users and the market. The two complement each other and ultimately form this behemoth.
Yang Luyu took out his mobile phone, opened the software and handed it to Zhou Dongsheng. He was very curious about how Zhou Dongsheng would carry out such a challenge.
After all, the widely used concept of "contrast" is simple to say, but it is not easy to achieve this effect.
As soon as you open the software, the layout of Musical.ly jumps into your eyes. Whether it is Weishi or Douyin, they actually use a similar layout.
As to whether the father looks like the son or the son looks like the father, that depends on one's own opinion.
After all, on the Internet, traffic is king and the winner is king.
[Can things on the Internet be called plagiarism? It’s just reference] — Internet giant Pony Ma
The success of Musical.ly lies in the simplification of the process of short video production, allowing every user to easily shoot a short video of 3-15 seconds, and then add a piece of music to share and spread it.
Therefore, Zhou Dongsheng was not unfamiliar with the operation. After selecting a suitable piece of music, an idea suddenly came to Zhou Dongsheng's mind. He stood up and demonstrated it on the spot.
He first placed the camera of his mobile phone downward, retracted his head, and made an ugly face with a double chin, which made everyone present burst into laughter.
As the music progressed, Zhou Dongsheng simply pulled the phone to an upward angle, smiled slightly, and that was it.
A simple and unpretentious "double chin challenge" has just been launched, and it is also one of the earliest challenge projects.
The advanced challenges that followed, such as the makeup change challenge, the imitation makeup challenge, and the pajama challenge, etc., are actually just old wine in new bottles.
It’s just that, as a grown man, even though I have some good looks, the effect of “disguising myself as ugly and becoming beautiful” doesn’t seem to be that obvious.
Zhou Dongsheng couldn't help but look at Li Jiana standing beside him. Her appearance that resembles Zhu Zhu is the best material, isn't it!
"Hey, Jiana, come here. I'll teach you. Take a picture." Zhou Dongsheng suddenly became interested and decisively pulled Li Jiana over, taught her a few key points, and then asked Li Jiana to reproduce it.
Li Jiana also felt fresh when listening to it, and girls are naturally very sensitive to the language of the camera, and know from what angle to shoot the most beautiful self...
Coupled with Li Jiana's natural beauty, the two combined to create a simple and unpretentious version of the "double chin challenge" is directly presented in the video.
After Zhou Dongsheng read it, he handed it to Yang Luyu with great satisfaction, "Boss Yang, take a look, what do you think?"
Yang Luyu watched it in confusion. It was just a short video of ten seconds, from the bird's-eye view of the double chin at the beginning to the sudden upward angle.
With just one perspective, the contrast from ugly to beautiful is achieved. Coupled with the dynamic music, the audio-visual experience makes Yang Luyu's eyes light up.
The reason for this highlight was naturally not because of Li Jiana’s beauty, but because of this demonstration which could not be simpler. It seemed plain and unpretentious, but gave people a novel experience.
Even... there is an urge to try it out!
When Yang Luyu realized this impulse, he immediately understood the purpose of this challenge.
Yang Luyu couldn't help but look at Zhou Dongsheng with admiration. The idea seemed simple, but not everyone could capture this "flash of inspiration".
Mr. Zhou, you must have done in-depth research on short videos to be able to make such a light statement, right?
"Mr. Zhou, this idea is really amazing. Once it spreads, it may attract a large number of users to follow suit. Then..." Yang Luyu said excitedly.
If Musical.ly could launch an Internet event as phenomenal as the "Ice Bucket Challenge", it would surely become popular again and attract more users...
"We can also learn from the operation ideas of the 'Ice Bucket Challenge' and let some more influential people take on this challenge, thereby encouraging fans to join. Compared with the heavy tone of the 'Ice Bucket Challenge', this more entertaining challenge will also attract a wider range of participants..."
"Moreover, we can start by promoting it in overseas markets. Once it becomes popular overseas, we can export it and sell it domestically. We can use the popular 'double chin challenge' overseas as a base to open up the domestic market..."
Zhou Dongsheng casually talked about the operation ideas. This was also the route that made this challenge popular on the domestic and foreign Internet in his previous life. It may contain many elements and key points...
But for Zhou Dongsheng, none of this matters, he just copies it!
For Zhou Dongsheng, this is just a fill-in-the-blank question. The correct answer is enough to score points. As for the process, let others worry about it.
"Whether it's popular or not, by grasping this core element, we can still come up with many types of challenges. What do you think, Mr. Yang? Is this considered a strategic suggestion?"
Zhou Dongsheng crossed his hands and leaned back tactically. What does it mean to be a reborn person?
"It's a good deal. Choosing Dongsheng Investment is definitely the most correct choice I have ever made." Yang Luyu said decisively in a business tone.
Of course, to a certain extent, what Yang Luyu said was just "telling the truth".
