作者：江山Johnson、Chloe
来源:PR人(ID:PublicRelationship)和PRREN(ID:PRREN)
(a)
In the past two days, tens of millions of Internet celebrity bloggers "Mrs. Dong's own surname is Dong" cried and posted a video in response to another blogger's question about her.
There is a voice of support in the comment area -
We don't discuss too much about the question of "Mrs. Dong's pseudo-elite education", there are already a lot of related comments on the Internet, and we just want to explore one issue—— 。
Short videos are not live broadcasts (although most live broadcasts are scripted, there is still the possibility of unplanned shots), and undesirable shots may not be avoidable. Under normal circumstances, the threshold for shooting and editing short videos is actually very low, and if there are bumps in speech, flaws in makeup, and the state is not excited, if there is a mistake or the footage that you don't want to present, you can cut it out and record it again. Therefore, the videos that are slightly experienced vloggers, through shooting and editing, and finally presented to the public eye, are all videos that are recognized by them as relatively representative of their state and good level, otherwise, they will not go out on the street.
In other words, if there is also the possibility of unexpected shots in the live broadcast that are not planned in advance, the short video is almost the content that the blogger has posed for and wants to present all the information to the audience.
So, the question is, why can't Mrs. Dong speak well when it's obviously posing, because the attribute of the content is that she needs to reply to the other party's questions rationally - a calm and organized speech is not more conducive to showing the "reasonable" side, but prefers pear blossoms with rain?
(b)
Not only Mrs. Dong, but even many bloggers who create short videos have a lot of "crying", such as—— 。
1. Although the content is roughly about bloggers who are out of love, there are 6 of the 12 videos, and half of them are "crying";
2. A blogger who speculates in stocks, although there are times when the market is bad, but the proportion of crying is so high, and the traffic is very good, it is hard to imagine, if you continue to cry (the market is not good), the stock is lost, and you don't have to cry, what do you rely on to continue the short video?
3. In the rivers and lakes of short videos, crying is not a woman's patent, men can also "cry", and the amount of "crying" is also very high-
(c)
We've been talking about one point before-
In China's pre-Internet era, there have always been three best-selling magazines with national-level users, namely "Story Club", "Reader", and "Bosom Friend".
Today, a few years later, in the short video industry, the content with the largest video traffic is basically these three categories
1. Storytelling - Storytelling
2. Reader - talk about chicken soup
3. Bosom friend - provide emotional value
Moreover, many people rely on directly copying the popular topics of these three magazines to get even tens of millions of traffic. You can take a look at the video I talked about earlier -
Therefore, it is obvious that "crying" can provide huge emotional value, and the emotional value of "crying" can be perpendicular to many contents, and then produce greater traffic superposition effect
For example, "crying" + chicken soup is similar to "bosom friend + reader", so it is easy to get more traffic if you cry and talk about "broken love".
"Crying" + story, similar to "bosom friend + story meeting", so, the short video of crying about "stock loss" also has a lot of traffic
"Crying" + reasoning, of course, can greatly bless the power of "truth", which may be the main reason why traffic masters like Mrs. Dong output content like this.
In addition, as far as information transmission is concerned, written language only accounts for about 40% of information transmission, body language and scene language account for 60%, compared to rational and calm reasoning, "pear blossoms with rain", obviously convey more information...