The internet in 2022 is still exciting, with countless new hotspots dizzying every day. Some people are fleeting like fireworks, while others make the public remember their names. After so many years of mixed interpretations, with the rapid development of self-media, the four words "Internet celebrity" seem to return to its original meaning, because the Internet is a large traffic pool, and each of us is in it.
Yi Mengling: Let the scales swing again
In the just-concluded December, the workers are busy handing over the year-end summary, Yi Mengling is no exception, at the end of the year fiercely rushed a wave of heat KPI, she as the only invited Internet celebrity appeared on the GQ ceremony red carpet, raw pictures and a number of star photos were disseminated, watched, evaluated, people discussed the authenticity of her Vintage Dior dress, discussed what kind of hairstyle she was suitable for, discussed the size of her smile arc, but the most noteworthy thing is that Yi Mengling made "Internet celebrities and stars have walls" This age-old topic has reappeared in the public eye.
As early as 2019, Susan Su came out of the circle with daily photos and became a generation of Zhihu goddesses, comic eyes, bangs, long eyelashes to create a mixed sense of blood, sought after by countless people, called "two-dimensional comic face" and "fairy makeup".
However, under the high-definition lens of the New York Fashion Week runway, she in the photo does not see the delicate and flexible of the past, and the shortcomings of her face shape are exposed, especially she born in 2001 and Jiang Mengjie, born in 1989, are killed in the same frame, and the gap between the two is obvious. Break the beautiful illusion that Internet celebrities can be more beautiful than celebrities.
At the end of April last year, Xu Lu and Zhang Jiani shared the stage with several Internet celebrities when attending a fashion event, and the discussion among passers-by remained high, and #Zhang Jiani Xu Lu in the same frame #topic ranked first on the Douyin hot search list, and the beauty of female stars still occupies an overwhelming position.
In fact, in recent years, people's pursuit of beauty has become more and more tolerant, but the consideration has become more and more strict, and even the already highly recognizable stars are divided into movie faces and TV faces, idols and actor faces, dynamic faces and static faces, under such detailed standards, all details such as appearance, figure, proportion, posture, and makeup are all hidden. Internet celebrities are more accustomed to uploading works on small screens, the angle can be found in advance, the light can be precisely adjusted, and PSE can repeatedly choose from countless designed actions, and can be NG again at any time.
But this is not an unbridgeable gap, even if the balance of this ancient topic seems to have been completely tilted towards the stars, but Yi Mengling's answer sheet made the balance swing again. Because she knows "who she is".
Her beauty is not a copy, but through a comprehensive understanding of herself, analyzing her own advantages and disadvantages, and giving full play to her advantages to the extreme result, various "suitable" elements are constantly optimized and combined, and finally let Yi Mengling from countless beauty Internet celebrities to become a "pure desire ceiling", become a fashion model for Little Red Book girls, become today can stand side by side with stars without hiding the light, calmly accept the praise of "Yi Mengling is so beautiful" with 180 million Weibo topic views. Instead of indulging in the false dreams created by technology, she walked into the high-definition lens and presented her true self in 360 degrees.
Hot Kids at the Bottom: Creative anxiety has always existed
The bottom hot boy is another hit on the Douyin drag track this year, currently releasing 86 works, with more than 11 million fans and a total of 187 million likes.
The drag theme he chose is one of the hottest on short videos. The cool point of cross-dressing lies in the contrast, he deliberately ugly the image before cross-dressing, setting it as a scruffy ugly baby with a braid, a circle blush, and red dots on the eyebrows, and after cross-dressing, every strand of hair reveals a delicate sense of atmosphere Big handsome guy, the strong contrast before and after stimulates visual impact and quickly leaves a deep first impression on the audience.
After the first blockbuster work was produced, in order to further increase the popularity, the bottom hot boy turned his eyes to the theme of international big names widely loved and sought after by young people, and continuously shot 16 cross-dressing videos of "how to become a supermodel/brand spokesperson", which is also his most popular content series, attracting countless people to follow suit, while gaining traffic, it has attracted the attention of many brands, and have sought cooperation in the comment area, and the commercial value has risen.
Imitate fashion, deconstruct fashion, in just tens of seconds of video interpretation of the essence of major brands, which is inseparable from his own aesthetics and professionalism of fashion, from makeup, making clothes, styling to post-editing, cutting videos, the combination of aesthetic concept and hands-on ability is the professional truth of this industry.
At present, it seems that he has not seen too many bottlenecks in the creation of content, and the video has returned to the original theme of the circle, that is, the national style. Not only based on classic film and television works such as "Smiling Rivers and Lakes", "Ambush on Ten Sides" and "Crouching Tiger, Hidden Dragon", but also added urban cultural elements, from Ganzi, Sichuan to Yichang, Hubei, behind the magnificent rivers and mountains, shooting local characteristic culture, as a result, the creator's perspective has also changed slightly, from attracting traffic to using traffic, promoting national style, exporting traditional culture, and adding humanistic charm to the video.
When traffic peaks, creators face increasing trials and pressures. About these, we also briefly talked to the bottom hot boy himself:
Phoenix Network Fashion: How do you usually find inspiration when shooting short videos?
Hot Boy: I usually watch a lot of video materials, film and television works, and magazines, and all beautiful things can bring inspiration.
Phoenix Network Fashion: The current popularity tends to be stable, are you afraid that netizens will be aesthetically fatigued? Will you always insist on making drag videos? Is there a new surprise waiting for us in the new year.
Hot Boy: The anxiety of creation has always existed, but I will insist on presenting more fresh things to everyone and live up to everyone's expectations. Plans for the new year are still in preparation~
Phoenix Network Fashion: Say something to friends who also want to do self-media.
Hot Boy: Actually, I don't have any good experience, it's important to do what you like, stick to it. Happy New Year to all!
In addition to creating content, the follow-up commercialization choices of the bottom hot children are still a part worth paying attention to, and how to maximize the traffic effect brought by Internet celebrities is also an important indicator to judge the sustainability of their vitality. In this regard, the bottom hot kids still need to think carefully.
ESO: No originality = no life
ESO's popularity is fast and faster, flashing an absurd Internet farce.
Starting with the name of a popular star in the cottage, Lu Ha, Huang Zicheng, Wang Erbo, Wang Junka, Yi Yang dry cleaning... Even the name "ESO" is derived from the well-known Korean male idol group EXO, but they do not need to be good-looking, nor do they have to train hard to become trainees, and they can debut after many selections, as long as they give a similar name and a heart that wants to be red, they can cleverly get Internet traffic.
As they wished, this "low threshold, high return" eye-catching approach made many topics such as "Luha ESO", "Yi Yang dry cleaning joined ESO" and "ESO Huang Zicheng" on Weibo hot search in just a few days. Trying to create more incidents in exchange for more for the first taste of traffic, they were driven by the urban management in the live broadcast on the streets of Changsha, and Huang Zicheng quit the group because he went home to test for a driver's license, and even appeared in variety shows.
It is also this behavior, on the basis of being ridiculed and grandstanding, that more netizens began to think about whether it would harm the reputation of legitimate stars, and was concerned by the media about the legal issues, and some lawyers pointed out that the confusion of commercial signs in unfair competition, or called counterfeiting, should bear the corresponding legal responsibility.
At the same time, the plagiarism behavior of the industry is the same, the ultimate harm is the source of the industry, originality is the foundation of the creator, relying on the popularity of the Internet celebrity ESO without real skills is destined to have no most basic vitality. After the grandstanding of the world, these people have now gradually disappeared from the public eye.
Nowadays, the boundary between Internet celebrities and stars is gradually being dissolved, many Internet celebrities choose to transform to the film and television industry, Liu Yuning, Zhang Yuxi, Spicy Yoko, etc. have achieved certain achievements, successful cases in front, Hanfu model whole wheat little walnut Zhao Qing, funny blogger is a Wei Wei ah also filmed his first film and television drama, taking the first step towards the entertainment industry. But there are still many people who stick to their hearts like the originator of top Internet celebrity Papi Sauce and unremitting creation on short video platforms.
Instead of caring about whether Internet celebrities can be popular over stars, it is better to compare who can leave a true mark on themselves in this era where everyone is a creator and everyone is eager to pay attention.
Curated by: XVII
Written by: Zeng Jiahe
Editor: Zhou Yang
Assisted: Feng Xuan