Author|Innocence
When the fifty-seven-year-old Na Ying sat in the viewing room, she probably didn't expect that she could passively incarnate into Yeh Nara, saying in the emoji "I want foreigners to die".
On May 10, the first explosion of the entertainment industry in 2024 will hit.
"Singer 2024", which was broadcast live for the first time, was taken away by Na Ying's emojis, igniting the entertainment market. Then, Han Hong responded to the opinions of netizens and shouted at the program team to "please fight" "Singer 2024", which pushed the popularity of the show up again. At the cusp of this variety show finally heating up, Fugu Jun took this leader as the object of observation and made a questionnaire on the public opinion and follow-up development of "Singer 2024", collected nearly 50 pieces of information in a short period of time, and analyzed it.
Among them, nearly eighty percent of people did not expect "Singer 2024" to be out of the circle in the form of emojis, and more than seventy percent of people thought that the show would attract more young audiences.
At the same time, Fugu Jun also invited 20 marketing practitioners to discuss the current state of public opinion, marketing results, risk assessment, follow-up actions and related suggestions of "Singer 2024".
The anticipation of the bloody storm?
When the lineup was officially announced, many people did not expect the popularity of "Singer 2024". When "Yehnara's" became popular all over the Internet, a thought that would inevitably emerge was, what contributed to such a high popularity, and was such an explosion intentional marketing?
Entertainment Capital: How do you evaluate the lineup and public opinion explosion of "Singer 2024" this time?
A satellite TV public relations: I personally think that Mango's planning this time is very successful. Basically, I am very aware of the current public opinion situation, and I have accurately eaten the dividends of traffic.
The former person in charge of a satellite TV variety show: I think the selection of the first batch of singers this time is very painstaking, and the singers are selected from various genres and popularity, covering pop, rock and other styles. This is a criterion for the selection of Mango singers. That is, in comparison, the popularity of the topic must be greater than the strength.
In fact, for this show, the early warning that needs to be done is to be careful of some radical netizens' remarks and lead the show to the edge of the red line. What is more special this time is that Na Ying's "The Fate of Yehenara Clan" cleverly guided public opinion in the direction of ridicule, netizens began to play stalks, the fifty-year-old lady guarded the country, and Deng Ziqi's live broadcast response unexpectedly pushed up the topic, and at present, the fermentation of public opinion is also within a controllable range.
What do you think of the lineup and public opinion explosion of "Singer 2024" this time?
Personally, I think Mango's planning this time is very successful. Basically, I am very aware of the current public opinion situation, and I have accurately eaten the dividends of traffic.
I think the selection of the first lineup of singers this time was very thoughtful.
It is undeniable that this lineup may have wanted to use Internet celebrity singers to bear a certain amount of firepower, and then famously: music is diversified, second-hand roses and Hailai Amu are really not suitable for this kind of stage.
The reputation of the show "I Am a Singer" is getting worse and worse, and it is not as good as a year after year, if there are no more hot spots and topics, this show is likely to stop.
Planning of Party B of a large factory: It is undeniable that this lineup may have wanted to use Internet celebrity singers to withstand a certain amount of firepower, and then it was famous: music is diversified, second-hand roses and Hailai Amu are really not suitable for this kind of stage.
The person in charge of an MCN company: The reputation of this show is getting worse and worse, and it is not as good as a year after year, if there are no more hot spots and topics, this show is likely to stop. In order for the show to continue, it needs two things, one is the innovation of the program, that is, the innovation of music variety shows, and the other is popularity and traffic.
Entertainment Capital: Is this outbreak of public opinion accidental?
An entertainment practitioner: I don't feel like it, it's more like the spontaneous behavior of the audience.
Planning of a 4A advertising company: I think it is more like a kind of unintentional planting of willows and willows caused by the right time and place. In terms of general marketing logic, we will focus more on the obvious and safe material of the show itself, such as Na Ying herself, but we will not use this to play something more national sentiment like "I want foreigners to die". is more simply taking advantage of the artist's traffic, such as using the emojis and stalks that she has been popular before. In fact, I also saw the news on social platforms, saying that the program team began to panic, I don't know if it's true.
Public opinion post of an Internet company: Judging from the current development trend, if the program is intentional, it is to use the topic of Chinese and foreign PK to arouse the patriotic sentiment of netizens, and then attract a large amount of tap water heat for the program. Judging from the public opinion events in recent years, patriotism and other national sentiments have continuously given rise to hot topics in the public opinion field, and it is not bad to use the propaganda method of traffic to stimulate them moderately, but if you fail to grasp the boundary, you will face a huge backlash. For example, the recent Xiangpiao Piao Irony Day Cup Set incident, it only took three days from the explosion of the live broadcast room enjoying the patriotic dividend to the overturning and being scolded.
Was this outburst of public opinion accidental?
I don't feel like it's more like it's more of a spontaneous act of the audience.
I think it's more like a kind of unintentional planting of willows and willows caused by the right time and place. In terms of general marketing logic, we will focus more on the obvious and safe material itself that the show already has
Judging from the current development trend, if the program is intentional, it will arouse the patriotic sentiment of netizens with the topic of Chinese and foreign PK, and then attract a large amount of tap water heat for the program.
Entertainment Capital: Do you think this outbreak has anything to do with the form of live broadcasting? Why?
The operation of the music line of a large factory: I personally think it has nothing to do with the live broadcast form, or has a certain relationship with the singer lineup. Because the two foreign friends lack recognition but have a sense of mystery both internationally and in terms of popularity. Except for Na Ying, other singers in China have a low reputation, so this repercussion has caused today's situation.
A marketing planning manager: I think the live broadcast format is still quite important. Because through the live broadcast, everything is exposed nakedly, giving the audience more possibilities for observation. The shock of foreign singers shows that some singers in domestic entertainment did not perform well this time. If it is recorded, there are many words that can be supplemented in the follow-up, but the live broadcast is not possible.
A senior planner: I feel that Mango's own publicity focus and the public opinion fermented later, the live broadcast is a very important part. Before the start of the broadcast, it was obvious that the publicity direction was focusing on a unique live broadcast form.
Do you think this outbreak has anything to do with the form of live broadcasting? Why?
Personally, I think it has nothing to do with the live broadcast format, or has something to do with the singer lineup. Except for Na Ying, other singers in China have a low reputation, so this repercussion has caused today's situation.
I think the live broadcast format is still quite important. Because through the live broadcast, everything is exposed nakedly, giving the audience more possibilities for observation
Before the start of the broadcast, it was obvious that the publicity direction was focusing on a unique live broadcast form.
The reins of public opinion, to grasp or not to grasp?
After Han Hong responded to netizens' shouting about the singer's program group, a new round of online carnival came again, and the popularity of "Singer 2024", which had already finished broadcasting the first issue, rose instead of falling, showing a trend of going crazy. At the same time, voices such as "It seems that we can't afford to lose" and "Why did it start to change its taste" also appeared on social platforms, and public opinion inevitably began to appear hidden multi-party fermentation.
Entertainment Capital: What do you think of Han Hong's declaration of invitation to war?
Planning director of a company: Han Hong and other head singers should not publish relevant Weibo to drive middle-waist singers to follow the trend and ask for war, the content of the copywriting is easy to guide negative international public opinion, to put it bluntly, it is to let overseas netizens see jokes, which violates the original intention of international cultural exchanges, and at the same time, it also makes the singing program that should discuss the quality of the stage become a sensational program, which affects the fairness and justice of the follow-up program (whether the registered singer goes in the end or not, some of the audience voting in the later stage will more or less become inclined to domestic singers).
A variety show publicity: Should Han Hong come out? From the audience's point of view, I don't think so, but from the mango point of view, I will please, so that I can make more waves later. But there are two possibilities for her to come out, one is to aggravate the so-called patriotic sentiment and international confrontation in the sinking market, and the other is to say something about music without borders to help the show.
What do you think of Han Hong's declaration of invitation to war this time?
Han Hong and other head singers should not post relevant Weibo to drive middle-waist singers to follow suit, and the content of the copy is easy to lead to negative international public opinion
From the audience's point of view, I don't think so, but from the mango point of view, I will please, so that I can make more waves later.
Entertainment Capital: The same foreign players performed better than domestic players, why is the public opinion of "Sister Lang" relatively peaceful, but the "singer" has such a fierce market feedback with entertaining national sentiment?
Public relations of a major entertainment company: It is related to guests. Sister Lang was too noisy in the first two seasons, and the guests in the last few seasons have become more and more closed, especially when everyone gradually understands the antipathy of public opinion towards female competition.
A copywriting planner: The singer is more professional on the competitive stage, Sister Lang is a reality show, first of all, the nature is different, Sister Lang is more for entertainment. Secondly, in fact, most of Sister Lang's stage is cooperation, and the combination will cover up the defects of some people, and there will also be mutual assistance and joint efforts. Moreover, Sister Lang has a lot of contestants, so she can actually disperse the firepower. What's more, this foreign player is a bit super dimensionally stronger, in fact, there is a high probability that this will not happen in Sister Lang.
The former person in charge of a satellite TV variety show: Sister Lang and the singer, the two programs are different, one focuses on live comprehensive performances, and the other focuses on singing. And the singer's national popularity is there, which is more suitable for playing stalks. In the era of netizens' carnival, this is just a point. The singer's broadcast schedule is actually very ingenious, since May, the entire Chinese entertainment industry has been relatively flat, there is no hot hit in film and television, and domestic entertainment only relies on offline concerts.
The same foreign players performed better than domestic players, why is the public opinion of "Sister Lang" relatively peaceful, but the "singer" has such a fierce and even entertaining national sentiment market feedback?
It's about the guests. Sister Lang was too noisy in the first two seasons, and the guests in the last few seasons have become more and more closed, especially when everyone gradually understands the antipathy of public opinion towards female competition.
The singer is a professional competitive stage, Sister Lang is a reality show, first of all, the nature is different, Sister Lang is more for entertainment.
The singer's national popularity is there, and it is more suitable for playing stalks. In the era of netizens' carnival, this is just a point. The singer's broadcast schedule is actually very ingenious, since May, the entire Chinese entertainment industry has been relatively flat, there is no hot hit in film and television, and domestic entertainment only relies on offline concerts.
Entertainment Capital: In your opinion, in the follow-up, will Mango let go of fermenting such a heat, or will it properly control the direction of public opinion? If you want to control, what kind of changes and foreshadowing will be more reasonable to take the initiative?
A senior planner: I won't suppress it, the first three episodes will let netizens discuss it to their heart's content, and make the popularity of the show high and top. Let public opinion force excellent domestic singers to participate in the war, and now the popularity is quite good, if the popularity is not good, pull the table, see which singers who usually blow will not make a sound, and then use two weeks to code people, and then start a domestic entertainment counterattack, this is the audience's favorite drama.
A planning manager: I first swiped the marketing account on Douyin, but it seems to have changed a bit in the past two days. Someone suddenly started saying that now it seems that we can't afford to lose, and suddenly it has risen to another level. With the addition of the word "please fight", it suddenly changed from entertainment to seriousness, and I think it needs to be controlled. The tonality of variety shows still needs to be more relaxed and entertaining.
In your opinion, in the follow-up, will Mango let go of fermenting such a heat, or will it properly control the direction of public opinion? If you want to control, what kind of changes and foreshadowing will be more reasonable to take the initiative?
will not be suppressed, the first three episodes will allow netizens to discuss to their heart's content, and make the popularity of the show higher and higher. Let public opinion force outstanding domestic singers to participate in the war.
The word "please fight" suddenly changed from entertainment to seriousness, and I think it needs to be controlled. The tonality of variety shows still needs to be more relaxed and entertaining.
Entertainment Capital: What do you think of Na Ying's role in it?
Public relations of a major entertainment company: Na Ying belongs to the singer who is rewarded by God, and the director team may have taken a fancy to her recklessness from the beginning - she has never served anyone in the entire entertainment industry, and the strength of singing is also obvious to all. As almost the only Chinese player with strength, fame, and a sense of victory and defeat, the drama is already strong. But it is estimated that the director team did not expect that her drama came from the contrast brought by this impression, and Na Ying was visibly nervous on the show. Others will pretend, but she doesn't, and I'm nervous and I'll show it through all my body language.
The person in charge of marketing of a large variety show: Although more netizens play stalks and diverge, without Na Ying, they should not be able to go this far. I think many people think that Na Ying can play memes, and she has a lot of stalks on social platforms before, which can be echoed by the masses. This kind of national character and entertainment is irreplaceable. She is simply a congenital variety show holy body.
What do you think of Na Ying's role in it?
Na Ying belonged to the singer who was rewarded by God.
Although more netizens play stalks and diverge, without Na Ying, they should not be able to go this far. This kind of national character and entertainment is irreplaceable. She is simply a congenital variety show holy body.
Singer 2024, how to sing louder?
As a comprehensive N generation that has reached the fifth season, "Singer" is undoubtedly a successful business model and a platform for showing the tonality of the platform. For the program team, from the follow-up marketing of the content meeting, how to continue to maintain the influence of the program, and show the tonality of the platform and the original intention of the program through the content, but maintaining this hard-won variety show fever has become the top priority that needs to be considered.
Entertainment Capital: During the first live broadcast, in addition to the self-fermentation of the market, what directions do you think program marketing can take?
A senior planning manager: If it is this starting lineup, the first must be the form of live broadcast, and the second will be to suppress first and then promote, creating a script for domestic entertainment singers to turn over. No matter which team it is, it will not take advantage of the sentiment of "international confrontation", and the fermentation of these is still due to the output initiative of the audience and the independent fermentation of the sinking market. In the case of live broadcast, it is to update social discussions in real time, which may be similar to the style of #singer live broadcast to uncover the fig leaf of internal entertainment#, of course, this is a bit too extreme.
Public relations of a major entertainment company: Even if it is a non-live broadcast program, in fact, its publicity and distribution mainly revolve around the interaction of social media. This kind of program, it doesn't make much sense to do marketing planning in advance, and even if you do it, most of it will be overturned and restarted.
Director of a planning company: Looking back at the hype topics of singers from all walks of life, "powerful singers crush traffic singers," has always been the eternal core, and it is necessary to closely focus on this core iron law in program marketing, so that the hot spots of each issue can be divided, for example, the first issue is the Grammy Crushing Golden Melody Awards, then the next issue may be "the national team rescues", and then "Folk songs are shocking the Grammys", and even turning to American singers to sing red songs, it is not impossible. Netizens follow the trend, and the key is to cater to the tastes of netizens in a timely manner and adjust the guidance strategy.
During the first live broadcast, in addition to the self-fermentation of the market, what directions do you think program marketing can take?
If it is this starting lineup, the first must be the form of live broadcast, and the second will be to suppress first and then promote it, creating a script for domestic entertainment singers to turn over. In the case of live broadcast, it is to update social discussions in real time, which may be similar to the style of #singer live broadcast to uncover the fig leaf of internal entertainment#, of course, this is a bit too extreme.
This kind of program, it doesn't make much sense to do marketing planning in advance, and even if you do it, most of it will be overturned and restarted.
"Powerful singers crush traffic singers," has always been the eternal core.
Entertainment Capital: Do you think the speeches and responses of Mango TV and the program team are "effective responses" this time?
Public relations of a major entertainment company: Based on the grand strategic goal of popularity, this is already very decent. As for the matter of shouting in the air, it should enter the next stage, directly shake people, and fill the sense of confrontation in the show. Don't stir up the field of public opinion anymore, many singers are just rubbing the heat, don't put yourself in the show.
A senior planner: Mango's copywriting on yesterday's official blog was well received, which has blocked the crisis of talking about patriotic sentiments.
An artist promoted: This copywriting is really effective, and it is even leaky, the previous artist's apologies for occupying public resources, and the kind of painless statement that remained silent are completely different. This not only shows his fair attitude, but also pulls the emotions of the whole thing back to the original intention that the show wanted to convey.
This time, Mango TV and the program team's speech and response, do you think it is an "effective response"?
Based on the grand strategic goal of popularity, this is already very decent.
Mango's copywriting on yesterday's official blog was well received, which has blocked the crisis of talking about patriotic sentiments.
This not only shows his fair attitude, but also pulls the emotions of the whole thing back to the original intention that the show wanted to convey.
Entertainment Capital: Out of popularity and crisis considerations, do you think it is necessary to actively ferment the matter of shouting in the air in the later stage of the show? What do you think of today's unveiling event, as well as the subsequent development of the show.
A 4A advertising company planned: Today's unveiling is actually an increase in gimmicks. In fact, before this list, a group of Internet celebrity singers smelled it. Especially for some people who ask for war and say they want to be singers, I think many people don't know who they are, and the level of singing is not very good.
The marketing person in charge of a production company: If Mango is for the sake of word of mouth, he should go to the script of internal entertainment to start inviting the gods, but in view of the fact that Mango is very good at the effect of variety shows, for the sake of topicality and popularity, it may still be lighter for some singers who are more Internet celebrities.
Public opinion post of an Internet company: Judging from the current public opinion, the program team is still in the stage of enjoying dividends, and there is no sign of reversal. However, if you want to continue to make good use of this topic, you should appropriately control the setting of Chinese and foreign opposing camps, so as to avoid netizens ignoring the show itself and blindly focusing their attention and emotions on the country of the competition, which loses the original intention of the singer competition. In addition, the publicity for the program itself should also be considered after the program is broadcast, so as to avoid a slap in the face.
For the sake of popularity and crisis, do you think it is necessary to actively ferment the matter of shouting in the air in the later stage of the show? What do you think of today's unveiling event, as well as the subsequent development of the show.
Today's unveiling is actually an increase in gimmicks. In fact, before this list, a group of Internet celebrity singers smelled it.
If Mango is for the sake of word of mouth, he should take the domestic entertainment counterattack script and start inviting the gods, but in view of the fact that Mango is very good at the effect of variety shows, for the sake of topicality and popularity, it may still be lighter for some singers who are more Internet celebrities.
Judging from the current public opinion, the program team is still in the stage of enjoying dividends, and there are no signs of reversal. The publicity for the program itself should also be considered after the program is broadcast, so as to avoid a slap in the face.
The unexpected popularity of "Singer 2024" is more like a montage of thinking miracles than the so-called logic, as well as the emotional release of atypical perspectives, showing the multiplicative level of influence and efficiency of all social media at the moment. But whether this can be replicated and imitated as a case, most people seem to be still waiting and seeing.