A woman who combines beauty and talent, Papi Sauce, in just four months, with more than 30 self-written and self-directed short videos, has frantically blocked 10 million fans. Not only did he quickly sign up with Angelababy's brokerage company, but he also received joint capital injection from Xu Xiaoping, Luo Zhenyu and others.
The self-proclaimed "low-end Version of Sophie Marceau" Papi Sauce has already tasted the sweetness of the influencer economy with its unique creative short videos. Just three days after the announcement of the cooperation, a so-called "the first major event in the history of new media marketing" was about to come out, and only 100 8,000 yuan of communication tickets earned enough eyeballs.
So, can this "first new media advertising auction" in history really help content creators reshape the pricing power of self-media?
When we review the video content of Papi Sauce, it is not difficult to find that its works mainly include complaints about office culture, holiday gifts, sexism, script modification, girlfriend relationships, love, stars, bad movies and so on. And most of these topics are clichés that have been constantly stirred up in the past, but they have been reprocessed through short videos.
In Luo Zhenyu's words, "you plan a few paragraphs on the Internet every day", which does not contribute more new ideas in essence.
Since the rise of Weibo, more and more people have dedicated themselves to such emotional catharsis, and the spitting culture presented behind it caters to the empty and impetuous social psychology. Especially in the era of entertainment to death, such social psychology has increasingly promoted cultural fashions such as fast food culture and shallow reading.
A large number of dixie audiences began to lead the trend of entertainment consumption, and people began to unconsciously resist thinking, tending to superficial, light-hearted, and funny entertainment topics. And in the national "spit" of current affairs news and entertainment events, the empty and lonely emotions are dispelled, and the sensory stimulation of self-amusement is satisfied.
In the context of postmodern sensibility, this hormonally activated spit culture has been unprecedentedly spawned in the hotbed of the Internet celebrity economy. It envelops the dick group in a gorgeous form, repeatedly chewing on those shallow topics, collective orgasm and loss, collective pleasure and sadness.
It seems that everyone is undergoing sensory evolution, but no one knows what they have gained from it. Thoughtful things seem dry and boring because they are difficult to resonate; articles with vision always seem loose and weak because there is no intersection.
In an era when everyone shouts that content is king, only content that can be precipitated, connotative and positive can really contribute to growth and promote social progress. And those Internet celebrity economies driven by profit-seeking capital, excessively cater to the low-interest and non-connotative content direction, whether they can get more market attention, whether they can win sustained liquidity, whether they can achieve more value returns, their essence is a kind of stagnation or even regression of social culture.
Nowadays, the logical thinking that has always advocated "deep content output" actively cooperates with capital to promote the rapid realization of Papi sauce, which cannot but be said to be a kind of "submission" and "compromise" to the existing social entertainment consumption trend.
This move is not only not to fight for the pricing power of ads for content producers. On the contrary, this new media hype through capital, traffic, and marketing has made people more and more trapped in the quagmire of the Internet celebrity economy, making profit-seeking capital more convenient in obtaining centralized traffic, and making self-media people more confused on the road of content creation.
"A good life is a life stimulated by love and guided by knowledge, otherwise it is a life that is not worth living, a life that is lost in emotional catharsis." 」 --Russell
This is a sentence that Luo Zhenyu himself likes very much, and I don't know what kind of feelings it feels like to read it now.
The future is long, and the king is encouraged!
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