Will Su Youpeng become the next Wang Xinling?
When it comes to the summer of 2022, it is absolutely indispensable to the melody of "Love You" that can be heard almost everywhere on the whole network.
Wang Xinling's "Sister Riding the Wind and Waves" variety show this year has made everyone unexpectedly popular, and it seems that it has also opened up new ideas for Mango Station to earn traffic.
The just-concluded "Riding the Wind and Waves" has not yet ended, and the second season of "Brother With Thorns" has made a strong debut. Among the more than thirty brothers participating in the program, the most talked about is not su Youpeng, the "childhood male god" of many netizens.
On the first stage, Su Youpeng detonated the audience with two classic songs of the Little Tigers, "Love" and "Red Dragonfly", bringing countless listeners back to the green onion era when the Little Tigers swept the Chinese music scene.
Overnight, like the "Wang Xinling Boys" in August, the "Su Youpeng Girls" who were hit by the old song and remembered their youth also reappeared on the Internet, and a series of topics such as "dodging Wang Xinling can't hide from Su Youpeng" and "Cutting Thorns and Thorns 2 Grandpa Qinghui" have appeared on the hot search.
Recalling the explosion of killing popularity and emotional heat, Su Youpeng's re-popularity in the thorns is like a "male version of the reproduction" with Wang Xinling.
The topic of "Will Su Youpeng become the next Wang Xinling" has also naturally triggered public opinion discussion.
The voices of netizens are roughly divided into three camps:
A group of netizens believe that Su Youpeng's reddishing model of killing and harvesting emotional traffic by recall is indeed the same as Wang Xinling;
Another group of netizens analyzed from many aspects that Su Youpeng and Wang Xinling did not have much similarity, and the two did not rely on the same model;
There are also a large number of fans who believe that "everyone is an independent individual, and no one will become the second one", and forcibly linking the two is a very inappropriate topic marketing for the program group.
The discussion of various topics that tied Su Youpeng and Wang Xinling to discuss also caused controversy among fans on both sides, and the offended "Wang Xinling Boys" and "Su Youpeng Girls" accused this marketing method.
After all, the two major childhood idols turned red out of the circle and brought two hot explosions, and the Mango platform has been the winner of this season's traffic.
Cut through the thorns and fight the memory killing Can you create another miracle of heat
With the feelings of the Little Tigers in the Year of the Tiger and the golden songs of the times in the memory of a generation, Su Youpeng's "Love" and "Red Dragonfly" are undoubtedly the most out-of-the-loop programs in the "Brother With Thorns" variety show.
With Wang Xinling's experience in becoming popular in LangJie as a reference, the mango program group's marketing routine for Su Youpeng is also relatively clear:
Classic tracks are re-sung to play memories to kill + borrow hot search topics to reunite fan traffic, relying on nostalgic marketing to harvest emotional dividends.
It is also nostalgic, compared to Wang Xinling's popularity of the national participation level of the whole network at that time, Su Youpeng's red seems to be a little bit interesting.
The re-sung golden song did not form a screen brushing effect with the participation of the whole people, and the topic degree and popularity were far less durable than Wang Xinling. Compared with Wang Xinling's unexpected explosion, the emotional card played by the "Through Thorns and Thorns" program team does not seem to have reached the expected explosion.
Riding the wind and waves for nearly three months, Wang Xinling's public opinion is hot
The official announcement of the thorn-and-thorn program has so far been the heat of public opinion in Su Youpeng
Why did this wave of memory killings in "Thorns and Thorns" fail to recreate the miracle of heat?
First of all, the premise of turning red was "not red" enough at that time.
Compared with Wang Xinling, who has been silent for many years and came to the mainland for the first time to record a program, he often appears in variety shows, and even Su Youpeng, whose memes of the five brothers are still widely used on the Internet, maintain a distance from the audience that is not close but not far away, less mysterious than a long-lost sense, and naturally less amazing to the audience.
Secondly, unlike the "Wang Xinling Boys", many "Su Youpeng Girls" are no longer veteran Internet surfers who can really contribute to the heat.
The most deeply influenced by the Little Tigers is the 70s and 80s generation, that is, the generation of middle-aged people who have now become parents and shoulder the heavy responsibility of life, who may still have love and passion for youth idols, but they have passed the age of brushing topics, engaging in second creation, and Amway passers-by who will enthusiastically brush topics for idols on various platforms.
In addition, for Wang Xinling's popularity, the emotional rebound of fans caused by the "abuse of fans" of the program group is also a big help, and Su Youpeng does not have such a group of fanatical fans with the mentality of "retaliation" of the program group.
Because he was not optimistic about Mango at the beginning, after Wang Xinling, who was used as a background board in the first few episodes of the variety show, became popular with "Love You", the fans of Wang Xinling, who were "abused by fans", satirized the program group, put pressure on the program group and even "bought shares to help", and sent various comparison videos of the length of time Wang Xinling appeared in the program before and after the explosion of popularity.
On May 24, the stock market fell throughout the day, but the stock price of Mango Super Media was based on: Wang Xinling's concept stock once soared by 10%
These "upper head" fans with strong emotions cannot be underestimated for their contribution to the heat, and can also attract the attention of a group of passers-by.
And Su Youpeng, as a popular player who has always been in the public eye, the blameless stage and strength are somewhat unremarkable, and there are not many topics to play.
The nostalgic route becomes Mango New Traffic Password
In addition to "Sister Riding the Wind and Waves" and "Brother Who Cut Through Thorns", many variety shows of Mango TV this year collectively embarked on the nostalgic route.
"Welcome to the Mushroom House" 07 fast male reunion "re-employment" is constantly discussed, and "Sound and Life • Hong Kong Music Season" has received praise for the change of Hong Kong music golden song. These variety shows that focus on the emotional card have performed well in terms of ratings, word of mouth and popularity.
In addition to creating variety shows with nostalgia as the theme, Mango's other variety shows also use nostalgic elements to fight memories and kill.
The ace variety show "Hello Saturday" program upgraded the real scene to create a retro atmosphere of "Good Six Street", the scene in the video store, game hall, head sticker shack, commissary, etc. let the audience seem to dream back to the 80s.
The first program after the revision invited Xu Song, a "non-mainstream giant" who accompanied a generation of youth, and the four classic songs were sung together on the whole network, causing a heated discussion.
Throwing off the hat that was always criticized in the past, "who fires please who treats differently", the emotional route has become Mango's new traffic password.
On the one hand, under the background of "Qinglang Action", the entertainment industry is reshaping, coupled with the impact of the epidemic, the hot spots in the entertainment industry are difficult to come out, the vitality of the industry is not as good as before, and the topic of "boring internal entertainment" is on the hot search;
On the other hand, a series of collapses of popular stars and new traffic, tax evasion, sky-high film remuneration and other cultural and entertainment chaos have also caused fans' enthusiasm to chase stars plummet.
In this case, taking the nostalgic route "Renaissance" is also a cost-effective choice.
The ancient stars have both works and fan bases, and in the context of frequent internal entertainment accidents, they will bring the audience back to the golden age to recall good memories.
For a platform like Mango, which mainly generates income from variety shows, a song and a stage can trigger topics to take advantage of the circle, and the nostalgic route is more applicable.
From the 136 million views and 36.27% market share of the third season of "Ride the Wind and Waves" to reverse the decline in mango's revenue in the first quarter, "Welcome to the Mushroom House" is a small volume and low cost success to small bo, nostalgic route seems to have unlimited potential.
However, relying on nostalgic routes to earn traffic also needs to be favorable at the right time, just like the heat contrast between Su Youpeng and Wang Xinling.
After a traffic carnival caused by memory killing, whether the audience will continue to pay for their feelings is also full of uncertainties.
Author: Su Zhilin Typesetting: Luo Weiling
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