Source |PR people
(a)
As a colleague in the celebrity entertainment industry, Mr. Yang Tianzhen has always held profound insights on some key issues.
Two days ago, Mr. Yang was interviewed in public, as the head of Yixin Entertainment and led the team to make Mr. Dong Jie popular on Xiaohongshu and among the "top of the red book", talking about her views on Dong Jie's unexpected popularity in Xiaohongshu.
She came to a fairly simple conclusion -
Dong Jie's popularity does not have any fixed methodology to speak of. The only thing Yang Tianzhen can be sure of is that the team members have done what they should have done.
This almost surprised many people, for the head of the business operation team behind the top stream of a phenomenal platform, he would actually say that there is no methodology to follow for the success of the "top stream"?
To know—— 。
Not to mention the operation operators behind this kind of top stream, even if there are many "experts" who have not operated Internet celebrities (not to mention top Internet celebrities), whenever they see which Internet celebrity on a certain platform has recently become popular, they can almost overnight, summarize the methodology of this Internet celebrity's success to you
For example, after Yu Wenliang became popular, a bunch of experts will come out to talk about the reasons and methodology of the explosion, for example, the opportunity for ordinary people to run into Douyin has come, and the opportunity for ordinary people to rely on short videos to counterattack has arrived-
and Wenshen has exploded recently, so the reason why he can become popular is because Wenshen represents the ordinary working class and ordinary people-
(b)
As early as the beginning of December, I posted some opinions on the video account of [PR people]: By comparing the videos with the same topic uploaded to different accounts and different platforms, we have the following findings:
Let's take the video made by a colleague in the star business department as an example (in fact, there are more examples, the length is related, so I won't go into details), its playback data on the video account is quite bleak: only 6 views, on the other hand, on Douyin, it got 6000+ playback data in one fell swoop, whether it is the completion rate, 2-second bounce rate or 5-second bounce rate, it is very good.
So, conclusion one:
The data of short videos on a certain platform is not good, it does not mean that the content is not good, perhaps, it is just that the content is not suitable for the platform's content recommendation mechanism at the time node of release, therefore, the traffic is not good
A similar situation also appeared in another video we made about Dong Mingzhu and Meng Yutong. As you can see, the same content and theme, in two different forms (dialogue and oral broadcast), and through different accounts, will present a completely different picture. Overall, the reading volume and data of oral broadcasts are much higher than those of dialogues, and one of the videos even ran 42.1w+ traffic.
Here's how the numbers perform:
So, conclusion two:
The same content, even on the same platform, the published account is approximate, the release time is similar, and the data that runs out of the same will be very different, (for example, the content of the first issue of "Meng Yutong" is basically a fan in the matrix number of several hundred, the number released at 16:13, the final reading is 2500+, 16:16 is released on another number, the final reading is 42W+, and the final reading number is 400+, and several numbers released at 15:00~16:00, a 400+.) , a 300+, a 4000+, a 3900+, why can a number run out of 42w, others can only be a few thousand or hundred, time fans, including the operation of the account, there is no law at all) Short videos with bad data are not necessarily "excellent" that the content does not match the rules of the platform
Following the observation of the data of the two short video launches, we also want to say that the platform will give certain explanations and guidance to the production and operation of short videos, and several organizations and individuals accompanying the short video operation of the platform will also have certain speculation and guidance on the platform rules and the doorway of traffic operation, but there will always be one rule for the operation of the Internet platform - there is always a certain proportion of black boxes for the rules of platform traffic operation, which cannot be disclosed and cannot be understood by any individual or organization outside the platform
Similar to the search engine in the PC era, there are a large number of organizations or individuals who are studying the operation doorway based on search engine traffic distribution and thus creating a large industry and industry - SEO, but no matter how high the level of the master in the meantime, it will never be able to understand all the rules.
In fact, personal speculation that with the introduction of its own traffic rules, it is very likely that part of the distribution of traffic is the "random" principle, just like the underworld boss played by Yu Hewei in "Rock Solid", who checks into the room every night, and more than a dozen room cards are randomly selected, and he doesn't even know which one he lives in advance
In this way, maintaining a certain degree of mystery and unpredictability to the outside world is a big killer for the platform to maintain its authority (no one can predict its rules, and thus cannot find fault with its rules) and commercial benefits (no one can fully understand its rules), so that the platform can also operate hundreds of millions of users while ensuring that the platform's interests are maximized. (Otherwise, imagine which organization or individual has mastered the traffic rules of Google, Baidu, and Douyin, then the platform's revenue will soon be carved up and eaten away by the industrial chain.) ）
(c)
Last Thursday, we posted an ironic short drama ""Wen Shen" Explosion of Fire" on the video account of [PR People], and the work itself also exploded a little, as follows-
I believe you can understand - the big Vs mentioned in the short play don't realize that the explosion of Wenshen and Yu Wenliang is just a small probability event under the big number. There is no such thing as a straight road to success.
Therefore, compared with the big V who has no trading experience, the head of a top-notch successful method like "Wenshen" is the way, and the conclusion that "there is no definite method" is even more valuable
Hundreds of millions of people have seen their videos, and with the longing that they can also be "hot", they have brought their mobile phones and cameras to run into the stadium and joined the track, thus contributing a huge amount of data and huge traffic to Douyin. At that time, both the number of short video creators and viewers will show a great increase
Finally, one more thing to say, those "professional Vs" who have become popular on Douyin and other platforms, please be cautious, cautious, and cautious when expressing their insights into certain industries to fans through the platform!
In the face of the explosion of amateurs such as Wenshen and Yu Wenliang, they immediately came to the conclusion that 2024 is the last and biggest opportunity for ordinary people to enter the short video. Arouse the blood and passion of more ordinary people: Thousands of young people may be full of enthusiasm and longing, take their mobile phones and rush into the short video track, in this industry is a year or even several years, thousands of delayed youth, and the heavy cost paid for it, with the train of Douyin and other platforms has been extremely involuted, crushing the dust and mud, without a trace of echo, it is really a sin.