What are the similarities between Mi Meng, papi sauce and fellow uncles? It is entertainment gossip, and entertainment gossip is supported by user data. I often publish some data reports on mobile Internet such as WeChat, Today's Headlines, Youmeng, etc. on my WeChat official account mobile Internet. I don't know if you like to read these data reports, but many things you read are recorded in your mind. These data are very helpful for us to make correct judgments in the market. The more data you read, the wider the user groups covered by the data, and the stronger the accuracy of the data. For example, WeChat's 6 million data report is definitely more accurate than today's headline 3 million user data report. The more you read these data reports, the more accurate you will be about the personality, behavior and hobbies of the whole large-scale group. In these data reports, WeChat and today's headlines have proved the news of gossip entertainment after 9, 95 and with a lot of data.
according to the 215 census from China, there are about 2 million people born after 199s in China, and the 215 Taobao Big Data Analysis Report shows that the people born after 199s are the absolute main consumers, although their spending amount is not high. These data show that the post-9s generation has become the main force in China's network, and the network has become the main position of the post-9s generation, and the post-8s generation has gradually grown old. Therefore, the hobby of the post-9s generation has decided that those things on the network can be hot and those things can't.
In addition, another data that can support these self-media fires is the post-8s women. These data show in today's headline data report that 36% of the 22 million users also like to watch gossip entertainment. According to these data, the number of users interested in gossip entertainment exceeds 3 million, including some men born after 198s. Therefore, more than 3 million online people who are interested in entertainment gossip are the soil where entertainment gossip is popular from the media. Based on the hobby of this huge group, if you do entertainment gossip from the media, then you have a fire data base.
The horizontal innovation of Mi Meng, papi sauce and fellow uncles
With such a huge amount of user data as support, is it possible for me to do gossip entertainment from the media? The answer is definitely: no, because many self-media who do gossip and horoscopes are not as popular as them. The second reason why they are successful is that they have made horizontal innovation.
First of all, papi sauce is a video from the media. Her cleverest innovation is to show these gossips in the form of video expression, just like replacing words with videos. This is actually a horizontal innovation. For example, if you make flour into noodles, it is innovation, if you make flour into steamed bread, it is innovation, and if you make flour into biscuits, it is innovation. This innovation only needs to change the expression of content.
Secondly, look at the fellow uncle, which is about the self-media of constellations. In fact, there are many articles about the 12 constellations, and some articles about constellations have been read a lot, but the cleverness of the fellow uncle is to turn the expression of words into the expression of cartoons. Of course, there are many other contents from the media, such as "What is the experience of girls with big breasts?" The content of this cartoon has actually been very popular on the Internet for a long time. The cleverness of my fellow uncle is to draw it into a cartoon and show it.
Look at Mi Meng again. Mi Meng is an innovator in writing from the media. Why do you say that? Because many of her articles are contrary to traditional views. The traditional media said that boys should be poor and girls should be well-fed. She simply wrote an article "Boys should be poor?" How deadly you are with your children! Of course, there are more articles such as "To low Force" and "Bitch ...", which are always contrary to the traditional ideas. As we all know, China people have a serious herd mentality and group effect, and few people think about it. Once a person says that boys should be poor and girls should be rich, many people will not think about it, and they will not give speeches, but will only follow suit. For example, in last year's "Beat U" marketing event in CAR Inc., a media person named Almighty XX said that the marketing of Shenzhou special car brought 5 million downloads, and the relevant planners each rewarded a car with a five-year use right of more than 2,. As a result, this rumor was spread everywhere by many unprofessional and unthinking marketers, which made other marketers think it was very good. This is a rumor. But what is the truth? The author personally studied the total download data of each store, and found that their download volume was only 2,. On the basis of 2,, if activation is calculated, it is estimated that it will be less, so the herd effect of the group is very strong.
The popularity also needs a cross-border skill
Then with the content and the user base, is it possible to be popular after doing something? Certainly not, it also needs a cross-border skill different from the conventional one. For example, a fellow uncle can be popular because he uses cartoons to express the text content. This requires a certain level of technology. If you don't have the level of drawing cartoons, you may not be able to help even if you see this business opportunity. And papi sauce? Video editing and processing skills, if there is no professional video editing and processing, you will speak, but it will not work, because without this skill, your content can not be presented at all. The same Mi Meng, even with the thinking of refuting traditional ideas, may not have written so many sharp articles without the writing experience of newspaper background. Therefore, if you want to be hot, you have a skill.
Of course, these are not problems. You can find such a partner to form such a team. Then, if it involves a team, it will involve more things, such as company registration and investment, which many people are not willing to do, so many things will not catch fire because of the lack of certain skills. If you have this skill, for example, if you are good at broadcasting, you can use FM to talk about constellations and gossip, then you will also be popular. There are many forms of content expression on today's Internet platform, such as text, audio, video, comics and so on. If you want to be popular, then you can completely express another content in a horizontal innovative way, and then you will be popular.