There are two types of internet celebrities in this era. One is those who are capable of providing high-quality content, such as Renee, Luo Jithinking and papi sauce; the other is those who are capable of fulfilling the fantasies of others, including traditional stars and live streaming platforms. The female anchors, Wang Sicong and Zhang Zetian's Internet celebrity identities would also belong to this category if they were torn apart.
The essence of the first type of internet celebrity is self-media, which can only be realized through advertisements (including diversion to e-commerce companies); the second type is an idol, in addition to advertisements, it can also be realized through the support of fans, so that fans can make fantasies pay;
Objectively speaking, the commercial value of idols is far greater than that of self-media. The same is advertising, idols can do "personalized advertising", but not from the media. For example, when Luhan receives an advertisement, it sells familiar faces, and the value lies in the association between the individual star and the client brand; but when Papi Jiang receives an advertisement, it still sells traffic, and the value lies in the number of exposures. Teachers in the advertising industry know the difference between the two ways of playing.
Even so, being a self-media is no easier than being an idol. We media must have continuous high-quality content creation capabilities, so that users may be interested in the uncertain content you provide in the future. But having this ability does not mean that you can realize it - fans come for your talent and sentiment, but you always show them soft articles, fans can tolerate it for a while, but it is difficult to tolerate forever (unless your talent is to write soft paper).
The higher and higher user churn rate, the more and more difficult to place advertisements, and the more and more difficult to maintain the information gap. What should the media do?
I can turn over because it is no longer self-media
In 2007, Beast Yi Xiaoxing's name on Tudou was also called "I'm a Stupid Dad". At that time, he was a game commentator in Tudou as a "maopu wretched religious disciple". The commentary topped the major forums, and it became an instant hit, becoming the most popular podcast on Tudou at that time.
As a grass-roots video we-media, Renee's monetization conditions were not good at the time: it was the main player in game recording and broadcasting, and the audience was young male netizens with weak spending power. The value is low, and the video has always been shown in the image of a wretched mask (he once made a short video showing his face, but it was quickly deleted). Such a podcast was also born in an era when e-commerce was not so popular, and its commercialization capability can be imagined.
From 2007 to 2009, Renee produced more than 20 spoof videos one after another, with an average of more than one million views per video, which was already the level of a super podcast at that time. However, due to the various factors mentioned above, Renee still could not find an ideal commercialization channel, and the only opportunity he had was to advertise for some newly launched online games. After winning the "Most Popular Podcast Award" at the Tudou Video Festival in 2009, Renee Xiaoxing took over the commercials of Master Kong's green tea series, but the effect was still mediocre.
In 2010, Renee ushered in the first low point of his online celebrity career: out of the 5 videos uploaded throughout the year, only 1 was a feature film, and the remaining 4 belonged to extra films, which contained some miscellaneous advertisements. , I think I just made some pocket money for Renee.
In the following 2011, Renee stopped the production of spoof videos of solo fights and started a team video project. In the series "Boiled Deer Ding Chicken", which is the theme drama of Renee's filming of Ludingji online game, the concept and shooting method are typical micro-cost office comedy style, and there is not much breakthrough in the pattern.
It was not until 2012, when the famous Wanhe Tianyi was established, that Renee finally set foot on the road. Wanhe Tianyi's team aimed at the jokes of the post-85 generation, turning the jokes into short dramas, turning the short dramas into IP, and finally turning the IP into a big movie, advertising placements and even endorsements, all of which are logical things. .
It is wrong to say that Renee is a grassroots counterattack. The realization of Renee is completely the process of elitism of video experts moving closer to regular film and television companies. Always grassroots, you will never be able to counterattack.
Since the media has no money, the regular army is the way out
What is a regular army? It is professionalization, standardization, teamwork, brand management, and the fact that operators are responsible for revenue, pay taxes for the country, and operate as a company. Everything is forcing the team to do things seriously.
And the media is the biggest seriousness .
As Huang Zhangjin said, "Give me an issue, 'Elephant Guild' is a magazine."
As Xu Husheng said, "'One' is a video magazine."
The so-called "self-media" is just a bridge in the historical spiral, and it is a by-product of the iteration of the media form.
Papi sauce caught up with the good times, and completed the 10-year road of Renee in half a year. The shortened wild period and the rapid accumulation of brand effects are a good thing for the head we-media, but for those accompanying people in the long tail, the attempt of the we-media will only be an attempt.
The self-media of the irregular army may be free, and it may also be able to earn some pocket money, but it will never really achieve anything. Even if you were born in the era when Ali GMV exceeded 3 trillion, and Ruoshui was 3,000, you could only take one scoop.
Renee's self-media identity may have always existed, but he no longer relies on this to make money. Until now, Renee's fans often go to its Tudou homepage to "routinely sweep graves" and say "send the incense and leave", hoping to find the wretched king back then. But who wants to go back and live a poor life?
Original address: http://www.lindukj.cn/news/archives/1210