Editor's introduction: From the explosion to the fall, this trend of "human high-quality men" is both unexpected and seems to be expected by people, after all, the same phenomenon is not the first time. Why can this type of "toxic traffic" be on the traffic stage? Can this type of phenomenon be circumvented after that? The author of this article has made an interpretation of this, let's take a look at it.
This could be a high-quality human rollover case.
Xu Qingen, who exploded the whole network because of the "human high-quality male", was sent by the CCTV network to question "high quality or toxic traffic" after experiencing a hunting circle, internet celebrities following the trend, and the platform was popular.
Image source: Weibo
Just like mc Tianyou, Wen Wan, Ma Baoguo, and Yin Shihang, who went from a hot moment to the whole network that were sealed, a traffic feast came to an end.
But why is the drug traffic so much forbidden that it can even take center stage again and again? What can content creators learn from this?
< h1 toutiao-origin="h2" >, human high-quality male fame</h1>
On July 4, a high-quality human courtship video was uploaded to Station B, and a carnival of terrier-making that swept the whole network began.
In the video, a man with a large back and thick foundation posted his courtship message with a slightly stuttering, Chinese-English mixture.
The man, who identified himself as Xu Qingen and introduced himself as a financial professional, is "one of the few high-net-worth male individuals in China, who can provide luxury goods, can respect any strange interests, and hope to court high-quality human women and achieve the release of each other's interests."
Looking at the video content alone, there may not be anything special, but because Xu Qingen's makeup, actions, and tone all show a sense of maverick contrast, as well as "human high-quality male" and other grooved golden sentences, this video quickly became popular in the curiosity and group ridicule of netizens, as of press time, the video alone has more than 19.42 million cumulative views on station B alone.
On July 21, Xu Qingen uploaded the original video of courtship to Weibo, and successively opened multi-platform accounts such as Douyin, Kuaishou, Xiaohongshu, and Zhihu, heating up topics such as #Human High Quality Male.
Perhaps because of sincere statements such as "master's degree is bought" and promised to distribute red envelopes to fans who clarified rumors, Xu Qingen received a lot of "sincere and cute" evaluations.
Because of the refreshing and non-greasy personal image in past photos, as well as scenes such as private jets, five-star hotels, and high-end conferences, Xu Qingen was labeled as a "mysterious rich man".
At this point, Xu Qingen's negative image began to reverse, and the topic #Human High Quality Male # has a widely disseminated foundation, and even extends network segments such as "you laugh at the big brother makeup soil, big brother laughs at your life bitterness".
On July 23, Douyin musician "Tian Yi Loves to Sing" imitated Xu Qingen's hairstyle and movements, created a brainwashing short video, and quickly appeared on Douyin's hot search, which as of press time, the video has received 3.58 million likes.
Because of the magic video of "Tian Yi loves to sing", the related topic quickly broke the circle. According to statistics, on July 25, the topic #Human High Quality Male # accumulated 2.5 billion plays, and extended the #Human High Quality Oil ## Human High Quality Interpretation Competition ## Human High Quality Photo Contest # and other hot topics that broke through 100 million.
Image source: Douyin
On July 26, star Yang Di imitated Xu Qingen's iconic movements and hairstyles, followed the trend and shot videos, which have been praised by 7.72 million.
Since then, stars including Yang Chaoyue, Liu Tao, Di Lieba and other stars have also followed suit. At this time, #Human High Quality Male quickly completed entertainment, and Xu Jingen also became a controversial and hot new Internet celebrity. Some bloggers interviewed on the street whether anyone was willing to accept Xu Jingen's courtship, and many women thought that he was cute, simple, and "a very good person."
When the traffic comes, it is naturally monetized.
On August 13, Xu Qingen posted an advertisement for Harbin Beer on his personal Weibo, and at the invitation of Huya Live, he also conducted a courtship live broadcast, interacting with major female anchors, accumulating 4 million people watching.
On August 19, some netizens found that Xu Qingen created a sky-high fan base on Weibo, with a subscription fee of 25,000 yuan per month, 50,000 yuan for half a year, and 75,000 yuan for 1 year, and said that he would provide various financial-related services.
But the good times were not long, I thought Xu Qingen could make his Internet celebrity career bigger and stronger, but he did not expect to soon attract a heavy hammer.
On August 20, CCTV published an article entitled "High Quality or Toxic Traffic?" Criticizing Xu Qingen's popularity as a "traffic-only hero" that will "harm public order and good customs" and that platforms should be "treated with caution.".
Immediately after that, many media, including the Beijing News and Red Star News, published articles on deep pickpockets, breaking the news that Xu Qingen opened a fan base to cut leeks, artificial fraud, asked for high interview fees, engaged in pig killing plates, and disrespected women.
Because the relevant qualification certificates have never been publicly provided, Xu Qingen's sky-high fan base has been questioned about cutting leeks, and Weibo officials have also closed the relevant functions of his account.
Red Star News said that Xu Qingenfang had asked for 250,000 yuan in sky-high interview fees.
Source: BT Finance
The public account "BT Finance" posted a question that Xu Qingen is a "trader of foreign exchange pig killing disks". Xu Jingen claimed to have served as the regional manager of the China department of Hantec Group, but according to netizens, "Hantec Forex" is a fraudulent company, and many deceived people have chosen to report the case.
On Douyin, the hot topic #Human High Quality Male # was removed from the shelves; in Kuaishou, Xu Qingen's account with more than one million fans was banned. A large number of Xu Qingen's pickpocket articles have also begun to come out.
At this point, Xu Qingen's road to Internet celebrity has basically declared cool.
<h1 toutiao-origin="h2" > Second, why can Xu Qingen get on the traffic stage? </h1>
So the question is, since it is so easy to peel the skin, why is Xu Qingen on fire?
<h2 toutiao-origin="h3" >1</h2>
Richard Dawkins introduced the concept of "meme" in The Selfish Gene: a unit of cultural transmission that can replicate itself and undergo natural selection. The whole network of human high-quality males follows the trend, which is essentially a kind of "meme" transmission, relying on magical actions, extremely low imitation thresholds, and the rapid promotion of algorithms, which together create this traffic carnival and boost Xu Qingen's popularity.
Driven by technology and domesticated by algorithms, dressing up ugly is often more favored by algorithms than beauty. The two-eight-point oil head clings to the scalp, forks the legs into a lunge, and then takes a selfie in the mirror, which seems to be a new popular spectacle.
Xu Jingen's magic nature, Yin Shihang's exaggeration, Mei Youji's greasy, Iron Mountain's grounding... In a way, it is the result of stepping on the algorithm and the audience's preferences.
For traffic followers, even if there is a problem with the traffic, unless the official media or platform press the delete button, it is difficult to resist the temptation of traffic.
<h2 toutiao-origin="h3" >2</h2>
According to statistics, in Kuaishou, Xu Qingen rose 1.86 million fans in two days, released five videos, played two more than 10 million, and two more than 20 million; in Huya, live broadcasting earned 17,000 yuan a week...
Ma Baoguo, who relied on such hot stalks as "rat tail juice" and "lightning five consecutive whips" to explode the whole network, not only frequently accepted media interviews before being banned, announcing that he would participate in movies, but also formed a fan base to recruit disciples.
Relying on the tried and tested marriage proposal, Yin Shihang, who is jokingly called the low-end version of Wu Yifan, has created an exaggerated record of live broadcasting for 5 hours, 30 minutes of engagement, and 30 million yuan of goods.
For traffic followers, this is a business that has no profit.
Taking "Tian Yi loves to sing" as an example, relying on the accurate imitation of human high-quality men, he seems to have found a new traffic password and become a new Internet celebrity on multiple platforms.
In fact, from Ma Baoguo to Xu Qingen, from netizens to Internet celebrities to platform brands, many parties have played a more or less boosting role.
As Dou Donghui, associate professor of the Department of Psychology at the School of Sociology and Psychology of the Central University of Finance and Economics, commented: "Once a video forms a certain stem, it can bring huge traffic and generate revenue, so it has become a shortcut to popularity in the eyes of many creators, forming a trend of imitation." ”
<h2 toutiao-origin="h3" >3</h2>
In the special action of "Clearing up and rectifying the chaos in online entertainment and hot spots" carried out by the Cyberspace Administration of China, it has also been mentioned that it is necessary to focus on rectifying all kinds of vulgar entertainment speculation chaos, such as blind imitation of the Internet, vulgar spoofing, pornography, and exaggeration, and severely crack down on all kinds of illegal and illegal acts and violations of social order and good customs for the purpose of attracting attention and pursuing traffic.
Xu Qingen's coolness was due to the CCTV's questioning of "high quality or toxic traffic"; Ma Baoguo's banning was a comment by the People's Daily on the "carnival of trial and ugliness". But what kind of traffic is poisonous traffic? What kind of benefits need to be chased with caution?
At a time when aesthetics are becoming more and more diverse, unless the official media make up their minds, in most cases there is no clear standard boundary, and after a traffic carnival, everyone's views are not always the same.
Xu Qingen and Ma Baoguo may be able to be stamped as poisonous traffic, but what about various Internet celebrities such as Teacher Guo, Tie Shan, Mei Youji, Qiao Biluo and so on? Some people think that vulgar spoofs and traffic garbage, but some people also think that it is a source of true temperament and happiness.
Without consensus, there is naturally no limit to the flow of poison.
<h1 toutiao-origin="h2" >3, how to avoid the risk of toxic traffic? </h1>
From the perspective of content ecology, if the toxic traffic is too flooded, it may drive out good money with bad money, squeeze the living space of high-quality content creators, and lower the bottom line of content ecology.
From the perspective of traffic realization, if the criterion for judging traffic is too single, only look at the heat, do not ask the way out, may also plant a mine for themselves.
For example, before cooperating with traffic artists such as Zheng Shuang, Wu Yifan, and Zhang Zhehan, platforms and brands may be able to avoid the embarrassing situation of group termination if they can not only consider the traffic, but also consider the risks behind the traffic.
So for content creators, as well as brand merchants, how to avoid the risk of toxic traffic, or even being called poisonous traffic?
First, do not abandon the principle because of the vagueness of the standard.
Because of the difference in platforms and the differences in the crowd, there is no standard formula that can be directly applied to whether the traffic is vulgar and whether the internet celebrity violates public order and good customs.
But in fact, as early as the beginning of Xu Qingen's popularity, there were a lot of doubts about it on platforms such as B station and Zhihu.
Netizens speculate on Xu Jingen's motives. Source: Station B
Da Neng identified Xu Qingen's watch. Image source: Douyin
Some people pointed out that Xu Qingen was to hype cutting leeks, and some people analyzed that Xu Qingen would deceive through crowd screening. In addition, Xu Qingen's professional experience and extranet account have already been peeled off for a round.
Before rubbing traffic, you may wish to search for more information from all sides and reasonably judge the risk of traffic hotspots. The Harbin beer mentioned above is an example, which has been complained about by netizens because of Xu Jingen's advertisement.
Second, don't rush to make a quick profit because it is profitable.
In fact, profitability is one of the core reasons why toxic flows can recur. It has been observed that there are still two Publicity Microblogs of Xu Jingen on the Huya Live Broadcast Official Micro, and many Internet celebrities who rely on Rubbing Xu Jingen's traffic are still continuing to enjoy the dividends of traffic.
However, whether it is from the public opinion environment, or the policies and regulations of relevant institutions and platforms, the normative guidance of toxic traffic is becoming more and more stringent.
If you blindly seek profit, you are likely to hit the muzzle of the gun and gain more than you lose.
Although the traffic is good, but in order to be stable, if you can think more and slow down, you will be able to greatly reduce the risk of thunderstorms.
Overall, only when everyone is producing content, chasing traffic, and monetizing within a healthier framework can the cake be made bigger and bigger, and the life of traffic can be as long as possible.
Reference Articles:
"Human High Quality Male", Cool", Open Pineapple Finance
"To become a high-quality human man, you only need to complete these three steps", DT Finance
"'High Quality Male' Xu Qingen Overturned, Accused of Being a "Pig Killer" of a Pig Killing Plate", BT Finance
Focus Analysis | From Ma Baoguo to Xu Jingen, the traffic of judging ugliness should not be touched again," Lian Ran
Author:Yun Feiyang;Editor:Zhang Jie;WeChat public account:新榜(ID:newrankcn)
This article comes from everyone is a product manager cooperative media @ new list, author @ YunFeiyang
The title image is from Unsplash, based on the CC0 protocol