Dahe Daily Yu video reporter Deng Fei
In the era of traffic, the sudden popularity of an Internet celebrity is inevitable by chance. "Wang Po said matchmaking" is not the first, and it will not be the last. However, with the increasing difficulty of content innovation, the aesthetic fatigue of fans, the acceleration of social network upgrading, and the difficulty of breaking through the business model of Internet celebrities, the life cycle of Internet celebrities is getting shorter and shorter. What is the so-called traffic password? Where is the royal road of traffic hidden? Dahe Communication Research Institute focuses on hot spot dialysis, gathers out of the circle of practical operations, and launches the second part of the "Wang Po" traffic password formula and the "Traffic Cultivation Manual" in the short video era of the "Through the Lively Gatekeeper" series.
Tip 1: Amateurs are often nirvana
Although the popularity of "Wang Po said the matchmaker" has cooled down, the pace of people's pursuit of traffic popularity will never stop. Similar to most phenomenal Internet celebrity events, "Wang Po Says Media" follows the popular template formula: "cost-effective food/amateur out of the circle + nanny-level pet fans + a fission spread + IP output".
"The emergence of a popular phenomenon is not only boosted by algorithm mechanisms, but also traces of social and humanistic motivations and marketing planning. As far as 'Wang Po said the match', the emergence of key figures is a prerequisite. Zheng Bowen, a short video trader with seven years of experience, said in an interview with reporters that according to the law of amateurs becoming popular, either they are talented in appearance, or they are first-class in their eloquence, or they have a distinct sticky personality.
Wang Po in 2023
Wang Po in 2020
In the process of Internet celebrities going out of the circle, sincerity is mainly reflected in the attention, respect and attentive service to tourists. The popularity of "Wang Po Says Matchmaking" stems from the sincerity, enthusiasm, humorous and witty performance and fancy control of the key character "Wang Po" actor Zhao Mei, not only fashion rhetoric and earthy love words make young men and women who yearn for love want to stop, but the positive view of love also encourages young people to bravely pursue love and see the new possibility of blind date, as well as providing them with direct and vigorous and blind box-like game mechanisms on the spot, which can help young people get to know each other and communicate in a relaxed and happy atmosphere.
Screenshot of the video on October 7, 2023: "Wang Po said the matchmaker" on a blind date before the explosion.
"Full sincerity drives the return of real socialization, but also the return of human nature, truth, goodness and beauty, in the face of traffic, sincerity is often nirvana, this is the source of traffic passwords. For example, Anyang Internet celebrity Mai Xiaodeng and Puyang Internet celebrity Dong Yanying have created positive images of filial piety, relatives and friends, and honesty to promote traditional Chinese virtues. Zheng Bowen said that "Wang Po said the media" takes the promotion of positive energy as the starting point, meets the needs of the audience, and innovates the way of audience acceptance, which makes her have the basic conditions for becoming popular "out of the circle", which is also an important reason why various media platforms are willing to promote the popularity of "Wang Po said media", and also provides useful inspiration for the city to go out of the circle.
Tip 2: Create a topic around the needs of young people
The traditional blind date is serious and monotonous, and the "awkward chat" is even more boring. However, "Wang Po Says Matchmaking" is full of joy, where young people are willing to express themselves, easy to have feelings for each other, and introverted and shy people can also bravely express themselves on stage. "Wang Po" fanfare "talking about the match", especially the realism, novelty, and excitement of being "named" on the stage, coupled with the just right interaction of "Wang Po" and the audience's onlookers, the strong interactivity and interest make young people feel the happiness of a collective "Tuhi" that "integrates thousands of pets".
Wang Po said that the reason why the media is eye-catching is because it meets the needs of young people today. It's not that young people don't want to find a partner, but they lack a good media, a good platform, a good introducer, and a good opportunity. Wang Zhenjun, a distinguished professor in Henan Province and director of the Cultural Industry Research Center of Zhengzhou University, said. In the modern fast-paced life, due to the busy work, limited social circle, and lack of personal emotions among young people, many young people of marriage and love age have the problem of difficulty in getting rid of singles. "Wang Po Said Matchmaker" just hits the pain point of the current young people's difficulty in marriage and love, and caters to the "vigorous" demand of a large number of single young people to get rid of singles.
In his opinion, the popularity of "Wang Po Says Media" not only reflects a common social phenomenon, but also the innovation of the column itself is also a cultural phenomenon. It is not only the Great Song Dynasty culture in Kaifeng, but also the youth culture of the new era.
Xiao Haili, head of the Dahe Communication Research Institute, believes that the common needs of young people are popular topics, such as marriage and family, gender relations, employment and career development, survival, stress relief and leisure. As long as the topic adheres to the two directions of positive and entertaining, and is useful, novel, and fun, then this kind of topic is a traffic bonanza on social platforms.
She said that among young people, especially the post-90s and post-00s generation, there are not only a large number of them, but also have a high educational background and professional quality, they are very dependent on social media, they pursue a sense of experience, interaction, freshness, and are eager to be noticed and become the focus. It's easy to catch a social commonality that is relevant to young people.
Not long ago, Dong Yuhui, the "national son-in-law", said in the live broadcast room that he would go to Henan for a live broadcast in late April to appreciate the heavy culture. The reporter noticed that in the past two days, the official Douyin accounts of Luoyang Tourism and Anyang Cultural Tourism have released signals that Dong Yuhui came to Henan. Although Dong Yuhui has not made an official announcement, this move is regarded by netizens as a prelude to warm-up. The recently popular Kaifeng "Wang Po Said Matchmaker" will also usher in the return of "Wang Po" actor Zhao Mei during the May Day period.
Xiao Haili, the person in charge of the Dahe Communication Research Institute, proposed that if Wang Po was asked to tell Dong Yuhui about the media, it would be more able to detonate the potential energy of the traffic. One is a well-known matchmaker who is humorous and full of positive energy, and the other is a sunny young man with a very positive outlook and full of economy. The combination of the two positive energy anchors can not only set off a new tide of promoting righteousness and establishing a new style, but also promote the development of tourism in the two places and the spread of Henan's thick culture.
Kaifeng matchmaker Zhao Mei (picture from the WeChat public account of Long Live Mountain Martial Arts City)
Dong Yuhui (picture from the Internet)
Tip 3: Emotional value is a magic treasure box that carries traffic
The explosion of "Wang Po Says Matchmaking" is inseparable from the perfect assistance of social media.
In modern society, there is a huge amount of information, and the public's attention is easily attracted by new hot spots and trends, especially the rapid development of short video and live broadcast platforms, so that a scenic spot or city can quickly become popular in a short period of time because of a video or a few popular posts.
"Wang Po Said Media" cleverly used video websites, social media and other rapid communication platforms and quickly became popular. The participation of a large number of Internet celebrity anchors has also further promoted the dissemination and influence of the program. "Early grass planting + big V drive + small and medium-sized talent matrix live broadcast" is a tried-and-true popular mechanism in the process of advancing short video operation experience, coupled with the promotion of authoritative mainstream media and the search blessing of online media, a complete closed loop of communication has been formed. Zheng Bowen, a short video trader with seven years of experience, came to this conclusion when he was operating the new media of a large-scale and well-known amusement park in China, which coincided with the observation of the Dahe Communication Research Institute.
Planting grass is the foundation. Nowadays, short video social media is quietly changing people's daily life and travel habits, open the short video platform, when we swipe to a fun place or a delicious special food, we will be "planted", and then search for information, do strategies, destination check-in, take videos to share......
The high popularity of "Wang Po Says Media" on the Internet is due to the wonderful clips that vloggers continue to upload. Among them, the first fire was ignited by the interactive video of "Wang Po" and tens of millions of fan bloggers. In the fast-paced life, people are more and more eager to find unique cultural experiences and local characteristics, and the more specific the local characteristics of food and experience, the easier it is to cause dissemination.
Screenshot of the interactive video between Wang Po and tens of millions of fan bloggers
"Under the premise of budget allowing, in addition to inviting individual big Vs, a huge group of small and medium-sized talents is the most cost-effective measure to "cast a wide net and gather traffic", which is often achieved through flexible and diverse means such as ticket replacement and preferential policies. The person in charge of marketing of a 4A-level scenic spot in Henan said.
Emotions are key. At a time when everyone is playing short videos, everyone has an equal chance of becoming popular, and "becoming popular" often wanders between emotional value and algorithms.
In the past, Universal Studios' Megatron could be popular with tourists with the phrase "stupid human"; Lei Jun's "Are you ok" borderless skewer song edited by Lei Jun is still regarded as the emotional bond between Xiaomi and users; imitating Feng Xiaogang's Axe Gang Boss and shouting "Who else", a worker in Zhongshan, Guangdong Province quickly became popular all over the Internet. Not long ago, a girl in Jiyuan, Henan Province shouted a sentence "Great Wall Cannon" in Henan dialect, shouting a new height of traffic, and was praised by netizens as three words worthy of tens of millions of advertising costs of Great Wall Motors a year.
Heilongjiang's "Erbin", Nanfang's "Little Potato", Tianshui Malatang, and Kaifeng's "Wang Po Said Matchmaker", the reason why they can "get out of the circle" is that the trigger of emotional resonance is the inducement. The sincere and enthusiastic attitude towards tourists, and the home-based "pet fan" service have been transformed into "down-to-earth, humane, and worthwhile" emotional resonance and word-of-mouth construction on social media platforms, making it popular all over the Internet because of a bowl of food, a warm word, and an expression.
There are countless large and small cases, but the key to becoming popular lies in creativity, in the rendering and resonance of emotions, especially in the personalized recommendation mechanism of social platforms and the co-creation and co-transmission of ordinary people, which is the "second pulse" of opening the short video era and opening the magic box of creative communication. Whoever can capture the emotions of the audience and who can provide better emotional value will be able to win the favor of the audience and the favor of traffic.
Tip 4: The city's longevity is the king of traffic
From the perspective of marketing communication, there is a certain inevitability for "Wang Po said media" to go out of the circle. The topic of marriage and love, the flock of short video bloggers, as well as the reports of the news media, the word of mouth of netizens, and the "meme" on the Internet, have further pushed up the spread of the topic of "blind date in Kaifeng". However, with the increasing difficulty of content innovation, the aesthetic fatigue of fans, the acceleration of the upgrading of social networks, and the difficulty of breaking through the business model of Internet celebrities, the life cycle of Internet celebrities is getting shorter and shorter.
The logic of "out of the circle" between cities and scenic spots is similar. In the past two years, some cities in China seem to have understood the "pulse" of the short video era, and have frequently gone out of the circle by relying on new media marketing. A set of templated Internet celebrity city marketing models can see similar "pet fans" behaviors and publicity methods. But it is becoming more and more difficult for subsequent cities to achieve the same level of popularity.
Wang Po said the media scene (picture from the WeChat public account of Long Live Mountain Martial Arts City)
The traffic is fleeting, and after every "traffic feast" is over, it will eventually return to calm. How to jump out of the spell of traffic anxiety is a proposition that needs to be considered jointly by the cultural tourism industry and urban development. As an Internet celebrity column, "Wang Po Says Media" should consider the overall situation from the city level.
At present, compared with the traditional tourism of a single and fancy way, young people prefer a new type of tourism with personalized diversification and in-depth experience. The younger generation likes to pursue novelty and pays more attention to the sense of participation and ritual. Nowadays, it is obviously not enough to rely only on "people say that the scenery here is good", and the popularity of the tourism market needs the blessing of "humanities" and "new gameplay" to meet the emotional value needs of young people.
Wang Zhenjun, a distinguished professor of Henan Province and director of the Cultural Industry Research Center of Zhengzhou University, believes that when the program "Wang Po Says Media" is popular, especially when the May Day holiday is coming, Kaifeng should seize the opportunity to do a good job in cultural tourism publicity and marketing.
"First of all, we will strengthen the interaction between scenic spots, reduce ticket prices, and promote overall marketing, so that tourists can enjoy a more affordable travel experience. At the same time, it provides high-quality supporting services, especially transportation, accommodation, catering, and shopping services, so that everyone who comes to Kaifeng can feel at home. Wang Zhenjun said.
Culture and tourism are not separated. Wang Zhenjun mentioned that the design and production of cultural and creative products should be based on the culture of the Great Song Dynasty, create Kaifeng gifts, and let tourists go home empty-handed, so that they can go home with gifts.
"As far as the effect of the program is concerned, strengthen the guidance of marriage and love culture, especially the guidance of young people's mate selection values, not deviate or deviate, and prevent the vulgarization and vulgarization of the program. Wang Zhenjun said, in short, we should take this opportunity to establish a new image of Henan's cultural tourism, create a new brand of cultural tourism, and transform more cultural resources in Henan into cultural hotspots, cultural products, and tourist attractions, and become a part of modern life.
"At present, the program "Wang Po Says Media" is in a period of recuperation. I don't think it can be stopped just because there is a problem with "Wang Po Says Matchmaking". Problems can be solved, but the show has to go on. For the sake of the overall development situation, I hope that it can continue and become a cultural and tourism business card in Kaifeng and even the whole country. Wang Zhenjun said that what is needed after "sudden red" is "long red", healthy and sustainable development, is the right way, is the king of traffic.
Source: Dahe Daily Yu Video Editor: Zhang Ting