We finally killed festivals and marketing
Text/Guide to the North
If your child in the future asks you why people don't celebrate Valentine's Day anymore, please tell him about the internet when you were young.
Because of this year's Valentine's Day, the Internet began to monotonously have only two voices left: "all kinds of begging in the name of the festival, and all kinds of complaints in the name of the festival. The former openly expresses that "I am not cared for, my heart is not cared for" The blank space is waiting for you", the latter bluntly said, "New Year's Eve is not love, but the harm of grabbing headlines" - this most successful festival transformed by the Internet may have turned into a mockery, self-deprecating, complaining and indifference Marketing holiday.
To explain this phenomenon in layman's terms, it is "if you come out and mix, you will have to pay it back sooner or later".
After taking the first step of "marketing piles up the excitement", it is doomed to the arrival of the absurd era of "non-marketing is too festival". The scary thing is that Valentine's Day is by no means the only ghost in the Internet era.
"Annual Meeting" Tragedy
Internet people never like festivals, because the arrival of festivals means that GNT (gross national time), the most important resource in the second half of the Internet, becomes active. In order to quickly seize these resources, they have to reset the embarrassing routine that has been suppressed so early. Move to the table. There are vulgar jokes that have been played badly, there are standard self-healing WeChat copywriting, there are unknown viral videos, and there are fancy H5 pages, which are very similar to the "annual meeting" at the end of the year.
In the world created by Internet people, the "annual meeting" is a very negative representative. It symbolizes meaningless performances, unresonant emotions, and no pain points. To celebrate the grand event, and then to the bloody wolf swearing-in meeting, I stepped into every unbearable minefield of Internet people.
However, in the case of Valentine's Day marketing, Internet people are repeating everything they have done at the annual meeting. Even when the novelty brought by the Internet factor has disappeared, and after the Great Leap Forward-style traffic bonus period, they only use the The "Annual Meeting" took several years to complete in one year, so that you can guess what the main theme of the social network will be on this day with your eyes closed:
WeChat has started a large-scale begging activity again. Those who send 51.2 red envelopes are lovers, those who send 99.9 red envelopes are lifelong lovers, and those who send 131.4 red envelopes are intimate lovers who will accompany them for life;
Social software began to openly encourage "one-night stands", such as "Valentine's Day, we broke up in love after one day of talking", "Valentine's Day, if you say this, you will immediately let the girl go home with you", as if they have been advocating for several years. The "political correctness" of the people all went west overnight;
The sports software that despised walking kidneys also played with walking kidneys, with explicit texts such as "With this dose of 'aphrodisiac', every day is Valentine's Day", "The new posture of confession of single runners, those with poor physical strength should leave look" so direct;
In the end, even the usually arrogant keyboard warriors had to bow their heads to the emotions of the crowd. They talked about the metaphysics of "being reasonable in love", trying to cover up the original instinct of harvesting traffic.
As a result, Valentine's Day marketing also ushered in the same fate as the much-discussed annual meeting. This festival that is supposed to bring people joy has been simplified to the output of emotions and the expression of desire. When everyone treats the holiday as a gimmick, it's almost time for the holiday to come to an end.
Holidays become obsessions
The reason why people feel anxious is because Internet people's obsession with festival marketing has become an obsession. If you don't understand, then I'll give you an example:
If the Internet is a river and lake, then Zhang Xiaolong is the leader of the martial arts alliance in this arena. The merit is unparalleled, the people's desire, once the order comes out, don't dare to obey.
Zhang Xiaolong said: "A good product 'runs out'." So the entrepreneurs reorganized their product logic and tried their best to reduce the user's burden of use. The product team design team and operation team ushered in a new KPI - even if there is no conditional implementation, it will swear confidence in the circle of friends, just like a red flag flying high on the right track.
Zhang Xiaolong said: "Achieving KPIs is a by-product of our products." So entrepreneurs began to review their working methods and tried their best to optimize the company's work process and operation philosophy. The product team design team and operation team ushered in a new The rules and regulations - even if there are no conditions to implement, will swear confidence in the circle of friends, just like a red flag flying high on the right track.
Even if Zhang Xiaolong occasionally makes mistakes, such as the rapid cooling of the air outlet of the small program in just one day, entrepreneurs will still try their best to interpret the strategic intentions of offline layout and QR code entrances - even if they really can't understand it, they will Forwarding articles in the circle of friends is like a red flag flying high on the right track.
However, Zhang Xiaolong, who has such a status and such immunity from public opinion, will always encounter "disobedience" at some point.
Zhang Xiaolong said, "WeChat is always a tool, and there shouldn't be too many festive operations," but this time no one listened to him. People tirelessly look at the perpetual calendar, mark every festival that may generate a hot topic, write a marketing plan for every possible product explosion, and go to the cult leader they once spurned, practising the festival marketing as hard as they are Alipay - even if Alipay agrees with Zhang Xiaolong's statement.
This is the festival obsession of Internet people. It has nothing to do with the release of group emotions, the precipitation of traditional culture, and the psychological intersection between people.
Less marketing, more festivals
Internet people do not actually celebrate the festival, but turn the festival into a complicated job, and these complicated jobs revolve around marketing.
In all fairness, there are many cases of using holidays for marketing events at home and abroad. There are many people who use such "festive dividends" to enhance brand influence, and then achieve the purpose of increasing sales, increasing activity and attracting new ones. However, just like the Spring Festival Gala, which is not what it used to be in terms of public opinion, existence means rationality is always an operating rule based on special conditions in a specific environment. Common sense such as "festival marketing" is slowly weakening with the development of the Internet, and it is starting to stumble. Live in the footsteps of people moving forward.
The movie "Arrival" once put forward the concept that the language environment will determine the way of thinking. For example, Chinese cannot reflect the difference between "it rained yesterday", "it rained today" and "it will rain tomorrow" in the time dimension, and is called a "weak tense" language; while English can use "rained", "raning" And "gonna to rain" to reflect time, is called "strong tense" language.
In countries where the "weak tense" language is the mother tongue, when people think about a thing, they tend to stand in the perspective of the whole, and the sub-steps of making plans are often modified with vague attributives such as "first, second, last" . In countries where the "strong tense" language is the mother tongue, people are far more sensitive to details than the former. The difference in the way of thinking between Chinese and Japanese is the best example.
The communication media determines the language environment of people, and the biggest feature of the media in the Internet age is the infinite fragmentation of the transmitted information. Fragmented expressions limit people's emotional expression, and the transplantation of Internet mobile terminals further weakens the content carrying capacity that the media can deliver. Under such layers of filtering, what the Internet can spread is only emotions.
"Die to death" is killed by the tide
When all companies have taken the poison of Internet marketing, when Internet marketing has taken the free ride of "festival marketing", and when this concept of timeliness is taken as a habitual work skill, every festival is a reflection of public sentiment. kind of overdraft.
Internet people try to create an atmosphere and use their emotions to coerce the public into the world they set, but they also unconsciously play the role of the public's emotional speaker under the same emotion. So the so-called marketing, the so-called technical work, is rapidly becoming kitsch, quickly overworked, and quickly completed.
When people wash the floor, they like to quote Mr. Qian Zhongshu's famous saying: The eggs are delicious, so why bother about the chicken that lays the eggs? So continue to only be happy for a while. But don't forget that emotions may cycle, but people seem to forget that emotions can also reverse at any time.
When Internet people come back to their senses, they have no steps to go down. Looking around, it is full of the corpses of those marketing explorers who dare to subvert. The pressure brought by the cold winter of capital made them reluctant to pay the price of trying, so they held on to their positions and walked on the old road again and again-even if they did not gain anything, they would not fall badly.
Some people say that apart from the Qingming Festival, Internet people can turn all festivals into what they want. But under such pressure, who can guarantee that Qingming Festival will not become the next "dividend distribution center" for fermentation value?
In the face of the future that is doomed to be dead, there are still countless Internet people who follow the trend and die towards death.