Image source: @VisualChina
Text | Chop Pepper TMT, author | Twenty-four
"To be laughed to death by Zhang Da's live broadcast room, everyone has done it to the extent that he can die."
In the past two days, many netizens have used "internal entertainment thirst for a long time" to describe Zhang Da's explosion. In the environment where the public examines the image of celebrities through social media, the new generation of artists uphold the basic qualities of stars who "dehumanize", creating a culture of "no living people in internal entertainment", but making content with strong network sense, grounded and popular become a new traffic password.
According to the public publicity data of MCN Worry-free Media behind Zhang Da, Zhang Da, who originally had only 540,000 fans, rose 2 million fans in 24 hours, fans quickly exceeded 5 million, live broadcast Lianmai real-time online exceeded 1 million, exposure times 220 million times, likes exceeded 800 million, 17.81 million + views, and to a certain star collapse incident, fans exceeded 5 million, up to now, fans have exceeded 6 million, quite a trend of becoming a "phenomenal Internet celebrity".
Lian Mai's content includes: "Is Zhou Dongyu and Liu Haoran together, you must know, your community." "Why didn't Zhang Yi publicize the frenzy, did he have any kind of contradiction with the crew?" His revelation did not disgust the artists, and even after Zhang Dada's popularity, artists such as Fan Chengcheng expressed their great desire to participate in Zhang Da's live broadcast.
Transformed into a "wishing star in the world": a girl made a wish trip, and Zhang Da promised a trip to Sanya for a family of three for 5 days and 4 nights,
It is also in the face of practical interests that two college student netizens who promised to give tickets to the 10th anniversary concert of TFBOYS specially sent short videos saying that they were lucky and successfully solved Zhang Dada, who was deeply trapped in the doubts of the "live broadcast room script".
Zhang Da also contacted the artist signature photo business, helping netizens ask for the To signature of various artists in domestic entertainment (write To and so when signing), and convey love for various fans.
From the worst popular star in the entertainment industry to "Wang Ba of the Wishing Pool", "customer service in the entertainment industry", "president of an Internet psychiatric hospital" and "peace ambassador of the rice circle", the attention of netizens has made Zhang Da.
This is not Zhang Da's first live broadcast. As early as January last year, Zhang Dada has entered the live broadcast goods industry, live broadcast for 6 hours, the whole process was scolded for 6 hours, once when selling goods, his eyes were red, his mentality collapsed, and he had to announce the downline, and then posted late at night, feeling that he couldn't stick to being abused in full screen, and was very concerned about his bad reviews
Why did Zhang Da change his mentality and "reduce his value" and was scolded, or was Lian Mai scolded by the group! Why did Zhang Da suddenly want to open?
In fact, "celebrity Internet celebrity" has long been the trend of the times. More and more celebrities are beginning to understand a truth - becoming a "traffic Internet celebrity" is more valuable than being a star at the top.
First, the value of Weibo popularity, super talk data, and hot search terms to the top stream, now the number of fans, effective interaction of short videos or notes, and personality tags on major platforms such as Douyin and Xiaohongshu have also become new indicators for judging the commercial value of celebrities. At least one of the multiple platforms such as Douyin and Xiaohongshu has huge traffic, which has become the key to observing whether celebrities have real appeal and ability to bring goods.
Now, the MCN agency Worry-Free Media, which has also signed a contract to create the phenomenal star Internet celebrity Liu Genghong, can Zhang Da become the next Liu Genghong?
"Entertainment industry customer service" "Wishing Star in the world"
Star Zhang Da changed entertainment Internet celebrity Zhang Da how many steps?
The first step is to carry out the "living person" bonus through the identity of the Internet celebrity, and communicate with netizens in the most down-to-earth way.
Now most celebrities will "go down" to live broadcast, but for fear of being scolded or saying the wrong thing, they will ignore sensitive comments or directly turn off the comment function when interacting with netizens.
At the same time, the uncertainty of many people connecting wheat makes the melon-eating masses come for "star gossip", but they stay for bloody and outrageous amateur interaction. In a recent live broadcast, some netizens said that they had not returned home for three years and wanted to ask Zhang Da to fulfill one of his wishes, and after Zhang Da agreed, netizens said, "Then can you be my mother?" Can I call you Mommy? ", not only asked Zhang Da, but also caused netizens to burst into laughter, and the next day it became an Internet hot terrier, each connection is more wonderful than 1818 Golden Eye, and even netizens who are short of drama also urged "more".
The second step is to create a strong content IP image such as "customer service in the entertainment industry" and "wishing star in the world". This is also Zhang Dada's special advantage, the network circle is all stars, known as the "ceiling of the internal entertainment social circle", daily promotion of new songs and movies, half of the internal entertainment for him CALL. Most importantly, it has indeed helped netizens realize their wish of real-time online star chasing. For example, a netizen's wish is to stand in front of Zhang Bichen and sing, and Zhang Da immediately opened a chat conversation with Zhang Bichen to let her sing by voice.
The third step is to cooperate with celebrity traffic in real time to create momentum for yourself. After Zhang Da signed a worry-free contract, the first video was a skiing video with Yang Mi, Yang Chao would willingly cooperate with him to shoot earthy videos, Guan Xiaotong, Liu Yan, Huang Minghao are all his close friends in the circle.
The fourth step is to embed multiple "spreadable memes" in each live broadcast, and use comments and hot spots to continue to hit netizens' hi points. On the one hand, after each live broadcast, Zhang Da will make a video reply to the comments with memes; On the other hand, short video cuts closely follow the current entertainment public opinion, spread through Internet celebrity marketing accounts, obtain secondary transmission, bring hot spots and conflicts, from #Zhang Yi why didn't he go to the "Crazy" celebration banquet# to #Chen Feiyu's collapsed house# to #Fan Chengcheng called Zhang Da to get up#, setting off waves of hot searches.
Most importantly, he never fought against popular sentiment. In the past two days, a widely circulated short video cut made the public feel sorry for Zhang Da, caused by a netizen who went to the microphone twice and directly scolded: "Rub your good friends, the traffic of those artists, you want to whitewash yourself, just your tricks, just like the jumping beam clown, my wish is that you will soon be cold." After the continuous critical attacks, Zhang Da still replied politely, "Are you happy after scolding me?" Is there anything else that can help you"?
The annoying Zhang Da began to cause pain, and many passers-by also spoke up for him, "I don't quite understand why so many people hate Zhang Da, although he sometimes seems to be very contrived, and his tone of speech and body language are often scolded, but I have watched a few programs hosted by him, and his professional ability is not bad, and there seems to be no black material for selfish morality." Even began to turn passers-by into powder.
Mobilizing public emotions little by little and steadily exporting positive energy is also the key to his ability to quickly increase fans and solid fans.
Why do celebrities have to "become Internet celebrities"?
Nowadays, the Internet celebrity economy is diluting the star economy, and the two are becoming increasingly similar, that is, monetizing traffic through personal value IP, and conveying influence to the pan-public through various forms such as graphics and videos.
The first batch of stars who truly realized Internet celebrity began in 2015, Xue Zhiqian successfully became popular with his identity as a Weibo joker, and received advertisements through the paragraph. After 2018, stars gathered in Xiaohongshu as a beauty fashion blogger, Fan Bingbing was the queen of goods at that time, and later created the beauty brand Fan Beauty, and lived well. By 2021, Chen He, who has the highest number of Douyin star fans, ranked first in terms of commercial value.
"Now the needs of brands are changing, celebrities can pose on the traditional big screen, but the real traffic monetization must be brand endorsement and live broadcasting, which means that the career planning of celebrities is that mainstream platforms must have traffic." Dou Liangming, founder of Entertainment MCN Niuyou, told the chopper.
The first dimension for brands to judge the commercial value of celebrities is the number of fans and interactions on celebrities' mainstream platforms. Zhao Lusi, Bai Lu, Yu Shuxin, etc., who are mainly short videos, are actresses who occupy the first echelon of Douyin, with more than eight digit fans, with an average of more than one million likes, and the data is quite conspicuous, their common feature is the sense of Internet celebrity: exquisite makeup, videos that match their own tone, combined with the most popular BGM on the platform, every video presented in front of fans' eyes can see their intentions and ability to control Internet hotspots.
The most intuitive way to verify is to look at sales. Searching for the same model on Taobao, Zhao Lusi and Bailu have the highest sales of the same model on Taobao, with a monthly sales of more than 10,000 items and a large number of 1000+ monthly sales products, which is not weaker than Yang Mi, the queen of goods in the traditional concept. The priority of brand cooperation methods is: endorsement + soft implant> soft implant > pure hard wide endorsement.
In the field of live streaming goods, the more than 100 million GMV of Jia Nailiang, Zhu Zixiao, Qi Wei and Huang Shengyi is the best proof of commercial value.
At the same time, cooperation with pendant celebrities has become a new brand trend, such as Li Jinming, who focuses on the field of trendy clothing.
On platforms such as Douyin and Xiaohongshu, their income from receiving and bringing goods live broadcast is much higher than a single announcement.
Secondly, there are negative artists who are "outcasts" of the brand. This is why Zhang Da urgently needs to "whitewash". Many netizens sighed at Zhang Da's live broadcast of Lian Mai, "After ten years of mixing in the entertainment industry, I finally reversed the annoying personality. ”
In the past, there was a reverse popular route in domestic entertainment, and some stars adhered to the idea of "black and red are also red", although the passers-by are poor, but there is a degree of discussion on the Internet, the face is familiar, the cost performance is high, there will be TV series, variety show invitations. The most typical Zhang Da, who is more and more popular the more he scolds, deliberately shapes the annoying character in various programs, and the actions are all kinds of twists and tricks, when participating in "Actors Please Take Position 2", it is clear that he plays a positive energy character, but his eyes dodge the whole time, hunched his back, full of obscenity, director Er Dongsheng mercilessly criticizes him for acting like a thief, but it is easy to create conflicts and topics, bringing endless heat to the show.
However, in the environment of celebrities shooting short videos and live streaming in the past two years, stars calculate their income according to the results of bringing goods, rather than fixed pit fees and acting expenses.
Having a friendly public market and always paying attention to the feedback in hand have become the key two links, which requires the star mentality to change, precipitate and increase fans in the early stage and then cash out.
You know, Zhang Da did live streaming in 2021. At that time, the team's positioning of him was very different from now: he had stronger field control ability and could handle live broadcast scenes with ease; The variety show style of golden sentences is frequent, but the debut is the peak, and finally disappears.
The reason is that at that time, Zhang Da did not have any popularity, even if the product was used in advance, the understanding of the product in the live broadcast room was deep enough, and he could not resist the consumer's dislike of him, let alone the value of bringing goods.
In short, the time is not ripe. Lei Binyi, founder of Worry-free Media, has publicly said that celebrities do not start from 0, and to some extent, it will be relatively easy to find out people who already know him and like him through short video live broadcasts. Of course, if celebrities want to shine in short videos, they still need to spend a lot of energy, to adapt to the medium of short videos, which is still very different from the traditional large screen, stars also have to chase hot spots, to explore the user's interest preferences, and more importantly, to continue to do, continue to iterate.
Recently, some netizens exposed that Zhang Da seems to be simply chatting with fans at home, but in fact, in a small room, the floor is full of professional equipment for live broadcasting, and the staff around Zhang Da are visually more than 10, and the doubts of "script hype" and fooling the public follow.
The next day, Zhang Da directly broadcast the "Exploration Studio" on Weibo, #Zhang Da asked the assistant who is handsome# and other hot searches brought him continuous popularity.
As for why Zhang Da signed a separate studio with Carefree Media. Dou Liangming said that the main reason is:
Douyin official not all stars will give traffic, generally stars will choose the form of cooperation with the top three institutions to get official inclination and support. Regarding the commercialization of Internet celebrity Zhangda, the initial stage is more from soft plants.
Is it difficult for Zhang to become the "next Liu Genghong"?
You know, a phenomenal Internet celebrity on Carefree Media is Liu Genghong, the head fitness anchor of the whole network, his fire is also the most out of the circle and the widest range in history, the same Internet celebrity signing company, is it possible for Zhang Da to become the next Liu Genghong?
In the eyes of many insiders, it is difficult for Zhang to reach the phenomenal level of Liu Genghong.
On the one hand, the limitation is time. In Dou Mingming's view, geeks who play the Internet (people who do one thing and give everything) can become large-traffic Internet celebrities, but where there are other channels to take care of, they can't be geeks.
At that time, Liu Genghong invested a lot of energy in short videos and live broadcasts. Live broadcast five days a week, create fitness movements of "Compendium of Materia Medica", correct homework for fans in short videos, etc., and even go to Qatar for fitness live broadcast during the World Cup, continuing to change hot spots.
Zhang Da, as an Internet celebrity anchor who focuses on entertainment gossip, did not broadcast live on the day of the Chen Feiyu incident, except for the factors that were not affected by public opinion, Zhang Da's official explanation was: he has the itinerary of a variety show.
If there is a similar situation in the future, how to balance the gossip needs of netizens and the stability maintenance needs of related stars will become a big test
Examine. If you continue to remain silent on multiple hot spots, even if there are traders behind it, it is difficult to solve the problem of traffic retention in a short period of time.
The most important thing is the platform factor. Looking back at Liu Genghong's popularity, during the epidemic, the platform promoted online fitness live broadcasts, and Liu Genghong's content also gave the public a good healing effect, which can be said to seize the time.
From Zhang to Liu Genghong, it is not difficult to see that the original creators of content that the platform mainly promotes to create positive energy not only conforms to and responds to the general direction of the country, but also has no negative. For Zhang Da, Douyin is like an entertainment square, gossip and melon are indeed easy to attract fans, but it is not a long-term solution.
Taking Zhang Lan, the queen of Douyin goods a few years ago, as an example, the gossip of her son and daughter-in-law who initially relied on playing terriers exploded, and with Wang Xiaofei's reconciliation, the maintenance incident between Big S and Wang Xiaofei came to an end, and the public's interest in eating melons gradually dissipated.
On January 25, Zhang Lan couldn't help but complain to fans in the live broadcast room about the loss of fans on the account, and grieved to keep fans, "Fan baby, why did you leave this morning, two or three thousand people left!" I was a little sad, but sad. Originally, it was said that the festival rushed to 10 million, but it turned out to be forked and left....... Xiao Yue'er didn't come to accompany me, and you still won't come to accompany me. You're still leaving, it's pitiful." It was also pointed out by some netizens that Zhang Lan was consuming the heat of her grandchildren, and was shouted to seek truth from facts, and the loss of fans continued.
In essence, entertainment gossip for netizens, unable to come up with new terriers, is destined to be only a flash in the pan.
Zhang Da urgently needs new strong content IP in order to turn a temporary "eye-catching" into a long-term "gold-absorbing".