Volume 3: Taking Roots 2016 Chapter 624: The Attention of All
As the heat continued to grow, this short video, which was less than a minute long, became an overnight sensation and swept the entire Internet.
It achieved over 10 million views in just one night. When most people thought it was the peak, they didn't expect that it was just the beginning.
As we all know, the social fission effect of the Internet is often that the larger the base, the more exaggerated the fission energy generated, and the more ferocious its momentum will be.
Moreover, the entire fission process often has the most violent reaction and the strongest momentum in the first few days.
Therefore, the next day, the derivative topics of this short video were still spreading rapidly at an incredible speed, especially the soulful lines that left a deep impression on countless viewers and were widely circulated on the Internet for a while.
After all, the essence of human beings is a repeater!
"The happiness of rich people is often so plain and boring..."
"The life of a worker is often so plain and dull..."
And in the process of continuous dissemination, it naturally inspires some viewers to have a strong desire to create. Compared with the precious creativity that comes out of nothing...
Making secondary creations based on existing materials is undoubtedly what the general public is best at. Therefore, such a simple, clear and soulful line that touches people's hearts naturally becomes the object of the general public's magical modification.
For a time, this sentence spread like a virus on mainstream social platforms such as TikTok and Weibo, as well as on chat software. Countless netizens enjoyed playing with it.
There were also some people who named it "boring style". As soon as this term came out, it was immediately recognized by the general public, and at the same time, it began to be promoted spontaneously like tap water.
When it comes down to it , the fundamental need of the general public when they go online is to have fun. Every netizen is a spectator, and who doesn't have the desire to watch the fun and have fun?
And people like Zhou Dongsheng, who is already considered one of the big names in the public's cognition and should have been high and mighty, unexpectedly "stepped down from the altar" and played the art of self-deprecation with the public, directly using himself as a joke to entertain the public...
This uncharacteristic contrast made the general public feel flattered and surprised, as if we were pointing fingers behind someone's back, but unexpectedly the person in question turned around and joined the discussion.
He also felt that the general public's discussion was not strong enough, so he personally demonstrated the art of playing with memes...
If this happened to an ordinary internet celebrity or a small star, people might still speculate that it was hype, popularity, or marketing.
But does Zhou Dongsheng need it? Of course he does, but the public obviously doesn't think so. Just like Principal Wang, no one thinks he is just like an ordinary internet celebrity who is famous for the sake of being famous...
After all, being famous is about making money, and they are already rich, so what else is there to gain?
As for the deeper reasons, they are obviously not within the scope of public consideration. As I said, everyone comes to the Internet to have fun, so why bother about so many things?
On the contrary, Zhou Dongsheng's "people-friendly" performance has aroused the public's favor, and they are willing to contribute their own little bit to his popularity.
Just like Principal Wang is hailed as the most down-to-earth rich second generation, and therefore has attracted countless fans and audiences.
After Zhou Dongsheng's actions, it seems that he is better than his teacher. The heat and popularity gathered in a short period of time have pushed him to the forefront of the Internet again.
In the Internet age, the public is always keen to push people to the altar and then pull them down from the altar. What Zhou Dongsheng is experiencing now is obviously the first stage.
The next day, the number of fans of Zhou Dongsheng's personal Douyin account continued to grow, and attention poured in from all directions, like insignificant drops of water, but after coming together, they formed a surging wave that swept over.
After 24 hours, the number of followers of Zhou Dongsheng's personal Douyin account miraculously exceeded 3 million, directly setting a new record on the Douyin platform.
This explosive growth rate is the highest on the entire Internet, allowing Zhou Dongsheng to easily become one of the top streamers on Douyin. At the same time, the number of views of a single video is soaring, bursting towards the billion mark.
With over one million likes and more than half a million comments in the comment section, this video has become a phenomenal work on the Tik Tok platform that is "unprecedented" and "unrivaled" for the time being!
All the astonishing data vividly demonstrated to the entire Internet the unique charm of short videos, especially this kind of ingenious micro-short drama, which immediately made countless creators smell the scent of money.
The world is bustling with people all because of profit, and the world is bustling with people all because of profit. This kind of profitable thing naturally stimulates the most primitive motivation of the vast majority of people.
At the same time, this short video not only alarmed Rolex’s operations department, but also made its leading competitors like Kuaishou and Meipai a little restless.
In the eyes of the general public, it may be an absurd farce, but as what is said in the short video, it is just the "simple and boring" daily life of the rich.
However, Zhou Dongsheng's identity means that others will not interpret it so simply. As a strategic investor of Douyin, this move is naturally attributed to a marketing event.
Judging from the results, this is undoubtedly a classic case like a textbook on Internet marketing. As peers, Kuaishou and Meipai naturally held an internal meeting as soon as possible to analyze this incident.
Can this success be replicated? If so, how can we do it?
If they had not given enough respect and attention to the emerging TikTok, TikTok now has the qualifications to become a thorn in their eyes.
After all, with this wave of explosive data performance, even though the number of users on their platform is in the hundreds of millions, there are still very few phenomenal works with such excellent data performance.
Most of it is still spread and developed within the platform, and such data performance is only achieved after a long period of accumulation.
The short video "Zhou Dongsheng's Boring Life" undoubtedly brought together the right time, right place and right people. With the popularity of the "Ni Ni scandal" and the fact that Zhou Dongsheng, a popular star who is on par with Principal Wang, personally participated...
Of course, the work itself is of high-quality content. Only when all the elements are combined can a marketing miracle with such explosive data be created!
After analysis, both companies concluded that such marketing events were isolated cases and difficult to replicate. Even if the two bosses followed suit and personally took part in the event, they would not be able to achieve the same effect.
There is even a suspicion of "the ugly woman trying to imitate someone else but ended up drawing a dog instead of a tiger".
Instead, it was the analysis of the work itself that allowed them to see the potential of this micro-short drama genre.
This method of deconstructing and reshaping the short drama eliminates a lot of details and highlights the short video's short, flat content, which is undoubtedly a natural fit for the fast-paced short video platform.
The development path of short videos is to seize the differentiation between them and long video platforms. Compared with long video platforms that focus on content development, short videos are undoubtedly more focused on social functions.
As for the content of the platform, the production rights are directly handed over to the general public, allowing them to create it with their own hard-working hands, under the euphemism of "showing themselves."
The form of micro-short drama has already sprouted on short video platforms, and many users have tried to shoot short and clear stories with their mobile phones.
However, whether it is the technique, the story, or the content, it is currently in a very rough exploration stage.
In comparison, Zhou Dongsheng's personal participation was like a dimensionality reduction attack. Although he could not be considered a professional player, the resources and conditions he possessed were enough to easily defeat 99% of the users.
Therefore, it is reasonable that the resulting effect is as different as heaven and earth.
However, with Zhou Dongsheng's personal demonstration, it undoubtedly attracted the attention of the two major platforms, Kuaishou and Meipai. After all, Zhou Dongsheng personally set an example for them...
As the internal meeting progressed, the focus of the discussion shifted to how to promote it within the platform and encourage users to create short short plays… …
The fire started by Zhou Dongsheng himself undoubtedly became the fuse, intensifying the competition among short video platforms over content, and even beginning to realize the importance of high-quality content itself.
First there was the Golden Second Award, then there was [Papi Jiang], and now there is the marketing miracle created by Zhou Dongsheng himself. When the two major platforms chose to pay attention to this opponent and began to analyze it, the outline of its layout began to gradually reveal itself to them.
There is no doubt that this is the foundation for building the platform's own content system, and now it has become a trend.
With leading users like [papi sauce] and [Zhou Dongsheng] setting an example, once the leading effect is formed, it will inevitably drive more and more users to join this camp...
It seems that this trend has already taken shape and has become the distinctive signature of the Douyin platform, and it is also differentiated content from Kuaishou and Meipai.
Although this third leg is still immature, there are already signs of a three-legged race in the industry.
After all, Douyin is not an unknown company. Douyin, which has just won financing from Zhuchang, also has strong capital support behind it and has the confidence to be no less than the two of them.
It is obviously impossible to strangle it in the cradle, unless the two companies join forces. However, as evenly matched competitors, it is obviously impossible for them to shake hands and make peace...
Then, there is only one possibility left, which is to follow up and promote it within the platform with the same or even greater strength, encourage users to create more high-quality content, build a moat for their own platform, and thus slow down the speed of user loss...
After all, when Tik Tok becomes the hottest trendsetter on the Internet, with the blessing of novelty, the general public will obviously choose to try it out first.
Although the current growth rate of mobile Internet is very rapid, with the number of Internet users exceeding 650 million, both Kuaishou and Meipai still have a vast incremental market for them to conquer.
However, the growth rate is bound to be slow, and the phenomenal data created by Douyin with the help of this marketing miracle are obviously earned at their expense.
After all, how can development be achieved faster than by snatching it away?
At the same time, even Kuaishou and Meipai began to respond internally, so it was naturally impossible for Yang Luyu to miss such a godsend opportunity!
If we don't seize this opportunity and take advantage of our opponents, how can we justify the "sacrifice" made by Zhou Dongsheng?
On the Douyin platform, an activity was launched quickly and vigorously, and an activity involving the whole nation was initiated in the name of "Boring Challenge ", encouraging countless users with strong creative desire to post their first short video on Douyin.
In addition, the Douyin platform also has authentic original short video materials, and you can shoot the same one with just one click. This is so convenient and fast, which naturally hits the user's pain point.
At the same time, Yang Luyu was also generous and offered various small favors as prizes, in order to amplify the creative desires of countless audiences and make them more willing to show up.
“Want to gain millions of followers overnight, enjoy the attention of everyone, and become the focus of your friends and relatives? Come to Douyin and use Douyin to record your wonderful life!”
And taking advantage of this favorable situation, it raised a clear banner and spent a lot of money to distribute advertisements across the entire network to catch some of the popularity.
With the support of this phenomenal popularity, the conversion rate of advertising has also shown amazing results, creating an intuitive effect of spending little money to achieve great results, which is far better than normal advertising.
As time went by, Tik Tok short video seemed to have taken a further step forward, with both the number of users and daily active data soaring sharply.
On the day when the official event was launched alone, the number of new short videos on the platform exceeded 100,000, and the entire platform ecosystem presented a thriving and prosperous scene.
Zhou Dongsheng's torch indirectly ignited the Douyin short video rocket. Douyin, which was fully fueled, soared into the sky like a rocket. As for how fast it can fly, it is still unknown.
After this incident, Zhou Dongsheng's personal reputation has undoubtedly soared greatly. The number of fans that have increased in the open alone is in the millions, and the scope of indirect impact is obviously even wider.
In addition to the attention of the general public, the industry naturally also responded enthusiastically to the fact that Zhou Dongsheng had once again created a phenomenal event, and this time he was the protagonist.
This young man should not be underestimated!
Not only is she young, but the strong ability to create stars that she has demonstrated time and again is enough to attract the attention of some veteran media giants.
After all, compared to the traditional track of the entertainment industry, the new track of internet celebrity economy is undoubtedly still a blue ocean with unlimited incremental market!
Who wouldn't be tempted by such a big piece of cake? Zhou Dongsheng took the lead and started to grab the cake. The way he ate with his mouth full of oil was even more tempting!
With all parties ready to get involved, it is foreseeable that the internet celebrity economy will welcome more entrants.
Zhou Dongsheng naturally welcomed this with open arms and feet. After all, in front of such a big cake, no matter how big the appetite is, it is insignificant.
