Image source @直视中国
文 | Chopped pepper tmt, author | 24
"If you want to be laughed to death by Zhang Dada's live broadcast room, everyone has done enough to make him sue him to death."
For the past two days, no A few netizens described Zhang Dada's popularity as "internal entertainment has been thirsty for a long time". In an environment where the general public examines the image of stars through social media, the new generation of artists upholds the basic qualities of stars that are "disgusting" and creates an atmosphere of "no living people in internal entertainment", which instead makes the Internet feel strong, down-to-earth and popular The content of becomes the new traffic password.
Behind Zhang Dada, mcn Wuyou Media’s publicity data shows that Zhang Dada, who originally only had 540,000 fans, gained 2 million followers within 24 hours, and the number of fans quickly exceeded 5 million. 100 million times, more than 800 million likes, 17.81 million+ viewers, and another star collapse incident, fans exceeded 5 million, so far, the number of fans has exceeded 6 million, quite a trend of becoming a "phenomenal Internet celebrity". The content of
Lianmai includes: The entertainment circle broke the news, "Are Zhou Dongyu and Liu Haoran together? You must know that you are in the same community." "Why doesn't Zhang Yi promote Hurricane? Does he have any conflicts with the crew?" He The revelations did not disgust the artists, and even after Zhang Dada became popular, artists such as Fan Chengcheng expressed their desire to participate in Zhang Dada's live broadcast.
turned into a "wishing star in the world": A girl made a wish to travel, Zhang Da promised a family of three trips to Sanya for 5 days and 4 nights, and
was also in the face of tangible benefits, Zhang Da promised to give away tickets to the tfboys 10th anniversary concert Two college student netizens specially posted a short video saying that they are the lucky ones, and successfully solved Zhang Dada, who was deeply in doubt about the "live broadcast room script".
Zhang Dada also contacted the signed photo business of artists, helping netizens ask for the to signatures of various artists in the entertainment industry (write to so and so when signing), and conveying love for fans.
has transformed from the least popular star in the entertainment circle to "the bastard of the wishing pool", "customer service in the entertainment circle", "the director of the Internet mental hospital", and "the ambassador of peace in the rice circle". The attention of netizens has made Zhang Dada popular.
This is not the first time Zhang Dada has broadcast live. As early as January last year, Zhang Dada had already entered the live broadcast delivery industry. He broadcast live for 6 hours and was scolded for 6 hours during the whole process. When he was selling goods, his eyes were red and his mentality collapsed. He had no choice but to announce that he was offline. I can't hold on to the full-screen abuse, and I am very concerned about my bad reviews
Why did Zhang Dada change his mentality and be scolded by others for "self-degrading" or even by the group! Why did Zhang Da think about it suddenly?
In fact, "Star Internet celebrity" has long been the general trend. More and more celebrities are beginning to understand a truth-becoming a "traffic internet celebrity" is more valuable than being a high-ranking celebrity.
is just as valuable as Weibo popularity, super chat data, and hot search terms to the top stream. Today, the number of fans, short video or note effective interaction, and human labeling on major platforms such as Douyin and Xiaohongshu are also It has become a new indicator for judging the commercial value of stars. At least one of the multiple platforms such as Douyin and Xiaohongshu has huge traffic, which has become the key to observing whether celebrities have real appeal and ability to bring goods.
Today, he also signed a contract with Wuyou Media, the mcn organization that created the phenomenon-level celebrity Liu Genghong. Can Zhang Da become the next Liu Genghong?
"Customer Service in the Entertainment Industry" "Wishing Star in the World"
What are the main steps for Zhang Dada to become an entertainment Internet celebrity? The first step of
is to add "living people" through the identity of Internet celebrities, and communicate with netizens in the most down-to-earth way.
Most celebrities now "go down to earth" to live broadcast, but they are afraid of being scolded or saying the wrong thing, so they ignore sensitive comments or directly turn off the comment function when interacting with netizens. Netizens' expectations for the world's best melon eating.
At the same time, the uncertainty of multiple people connecting with each other makes people who eat melons come for "celebrity gossip", but stay for bloody and outrageous interactions with amateurs. In a recent live broadcast, a netizen said that he had not been home for three years and wanted to ask Zhang Dada to realize one of his wishes. After Zhang Dada agreed, the netizen said, "Then can yoube my mother can i call you mama "'s question not only stupefied Zhang Dada, but also caused the netizens to burst into laughter. The next day, it became an Internet meme. Every connection was more exciting than 1818 GoldenEye, and even netizens who were in a shortage of dramas prompted "more".
Second Step by step, create a strong content IP image such as "customer service in the entertainment circle" and "wishing star in the world". This is also Zhang Dada's special advantage. All the internal entertainments call him. The most important thing is that he really helped netizens realize their wish of chasing stars online in real time. For example, a netizen wished to stand in front of Zhang Bichen and sing, Zhang Da immediately opened the chat with Zhang Bichen She sings with voice.
The third step is real-time co-star traffic to create momentum for herself. After Zhang Da signed with Wuyou, the first video was a skiing video with Yang Mi, and Yang Chaoyue would willingly cooperate with him to shoot earthy videos. , Huang Minghao are all his close friends in the circle.
The fourth step is to embed multiple "stalks that can be spread" in each live broadcast, and use comments and hot spots to continuously hit netizens. On the one hand, every live broadcast Afterwards, Zhang Da will make video responses to the stalked comments; on the other hand, the short video cut closely follows the current entertainment public opinion, spreads through the Internet celebrity marketing account, and obtains secondary dissemination, bringing hot spots and conflicts. Going to the "Hurricane" celebration banquet, to the collapse of Chen Feiyu's house, to Fan Chengcheng asking Zhang Dada to wake up, set off waves of hot searches.
The most important point is that he never confronts the public's emotions. In the past two days, a very popular Guang’s short video cut made the public feel sorry for Zhang Dada. The reason was that a netizen went to the mic twice and directly scolded, “Cuyou good friend, those artists’ traffic, you just want to whitewash yourself, just your tricks, just use it.” Like a clown, my wish is that you're going to be cold soon. After the continuous crit attacks, Zhang Dada still replied politely, "Are you happy after scolding me?" Is there anything else I can help you?"
The annoying Zhang Dada began to hurt others, and many passers-by also spoke out for him, "I don't quite understand why so many people hate Zhang Dada, although he sometimes seems very contrived, His tone of voice and body language are also often scolded by people, but I have watched a few programs hosted by him, and his professional ability is not bad, and there seems to be no black material of personal moral corruption." He even started to turn fans from passers-by.
mobilized the public little by little Emotions and a stable output of positive energy are also the key to his ability to quickly increase and solidify fans.
Why do celebrities "go down to earth to become Internet celebrities"?
Nowadays, the Internet celebrity economy is diluting the star economy, and the two are becoming more and more similar. Personal value is converted to ip to realize flow monetization, and to convey influence to the general public with the help of various forms such as pictures, texts, and videos.
The first batch of celebrities who have truly become Internet celebrities Since 2015, Xue Zhiqian has successfully turned over the Internet with his identity as a Weibo joker. Red, received advertisements through jokes. After 2018, celebrities got together on Xiaohongshu and became a beauty and fashion blogger. Fan Bingbing was the queen of goods at the time, and later created her own beauty brand fan beauty, living a prosperous life By 2021, Chen He, who has the highest number of TikTok star fans, will rank first in terms of commercial value.
"Now the needs of brands are changing. Stars can pose on traditional big screens, but real traffic needs to be realized. Brand endorsement and live streaming, which means that the star's career plan is that mainstream platforms must have traffic. Dou Mingliang, the founder of entertainment mcn Niuyou, told Chop Master. The first dimension of
brand to judge the commercial value of stars is the number of fans and interactions on the mainstream platforms of stars. Zhao Lusi, Bailu, Yu Shuxin, etc. who focus on short videos are all vibrato The actresses who are firmly in the first echelon, with over eight-figure fans, and an average of over one million likes, the data is quite conspicuous. Their common characteristics are Internet celebrity sense: exquisite makeup, videos that match their own tonality, combined with the platform's current The most popular bgm, every video presented in front of fans, can see their intentions and ability to control hot spots on the Internet. The most intuitive way to verify
is to look at sales. Searching for the same item on Taobao, Zhao Lusi, Bailu Er Rentaobao has the highest sales volume of the same item, with monthly sales of over 10,000 single products and a large number of 1,000+ monthly sales products, which are not weaker than traditionalYang Mi, the queen of goods in the traditional concept. The priority of brand cooperation is: endorsement + soft implant > soft implant > pure hard endorsement.
In the field of live streaming, Jia Nailiang, Zhu Zixiao, Qi Wei, and Huang Shengyi's gmvs worth over 100 million are the best proof of commercial value.
At the same time, it has become a new trend for brands to cooperate with celebrities with vertical products, such as Li Jinming, who focuses on the trendy clothing field.
On platforms such as Douyin and Xiaohongshu, their income from receiving and delivering live broadcasts with goods is much higher than that of a single announcement.
Secondly, negative artists are "abandoned children" of the brand. This is why Zhang Dada urgently needs to "wash the whitewash". Many netizens expressed emotion about Zhang Dada's live broadcast of Lianmai, "I have been in the entertainment industry for ten years, and finally reversed the annoying personality." The idea of "is also red", although the popularity of passers-by is not good, but there are discussions on the Internet, familiar faces, and high cost performance, there will be invitations to TV dramas and variety shows. The most typical Zhang Dada, who became more and more popular with scolding, deliberately created annoying characters in various programs, with various actions and gestures, and a lot of drama. When participating in "Actors Please Take Your Place 2", he clearly showed positive energy The character, however, dodged his eyes all the way, arched his back, and looked obscene. Director Er Dongsheng mercilessly criticized him for acting like a thief, but it was easy to create conflicts and topics, which brought endless heat to the show.
However, in the past two years, when celebrities shoot short videos and live broadcast with goods, celebrities calculate their income based on the results of bringing goods, rather than fixed pit fees and performance fees.
has a friendly public market and always pays attention to the feedback in hand. This has become the key two links. This requires the stars to change their mentality and realize the cash after pre-precipitation and fans.
You know, Zhang Dada has done live streaming in 2021. At that time, the team's positioning of him was pretty much the same as it is now: stronger field control ability, able to cope with live broadcast scenes freely; variety show style with frequent golden sentences, but the first show was the peak, and finally disappeared. The reason for
was that Zhang Dada didn’t have much popularity at that time. Even if he had used all the products in advance and had a deep enough understanding of the products in the live broadcast room, he couldn’t resist consumers’ dislike of him, let alone the value of bringing the goods.
In short, the timing is not ripe. Lei Binyi, the founder of Wuyou Media, once publicly stated that celebrities do not start from zero to become an Internet celebrity. To some extent, it is relatively easier to find out people who already know him and like him through short video live broadcasts. Of course, if celebrities want to shine in short videos, they still need to spend a lot of energy. They have to adapt to the medium of short videos. It is still different from traditional big screens. Celebrities also need to follow hot spots and explore users’ interests. preference, and more importantly, to continue to do and iterate.
Recently, some netizens revealed that Zhang Dada seems to be simply chatting with fans at home, but in fact, in a small room, the floor is full of professional equipment for live broadcasting, and they circle around Zhang Dada The staff, visually inspected more than 10, and doubts about "script hype" and fooling the public followed again.
On the second day, Zhang Dada directly broadcasted "Exploring the Secret Studio" on Weibo. Zhang Dada asked his assistant who is handsome between himself and Wang Jiaer, and other hot searches brought him continuous popularity.
As for why Zhang Dada signed a separate studio with Wuyou Media alone. Dou Mingliang said that the main reason is that not all stars will give traffic to the official
Douyin. Generally, stars will choose to cooperate with the top three organizations to get official tilt and support. Regarding the commercialization of Internet celebrity Zhang Dada, it started more from soft planting in the early stage.
Is it possible for Zhang Da to become "the next Liu Genghong"?
You should know that the last phenomenon-level Internet celebrity of Wuyou Media is Liu Genghong, the head fitness anchor of the entire network. A Liu Genghong?
According to many people in the industry, it is very difficult for Zhang Dada to reach Liu Genghong's phenomenal level. One of the limitations of
is time. In Dou Mingliang's view, only a geek who plays the Internet (a person who devotes everything to one thing) can become a big-traffic Internet celebrity, but he cannot be a geek if he has other channels to take care of. the
At that time, Liu Genghong put a lot of energy into short videos and live broadcasts. Live broadcast five days a week, create the fitness movements of "Compendium of Materia Medica", correct homework for fans in short videos, etc., and even go to Qatar for live fitness during the World Cup, constantly changing hot spots.
Zhang Dada, as an Internet celebrity anchor who focuses on entertainment and gossip, did not broadcast the live broadcast on the day when the Chen Feiyu incident came out. Except for the factors of avoiding the influence of public opinion, Zhang Dada's official explanation is that he has a schedule for variety shows.
If there is a similar situation in the future, how to balance the gossip needs of netizens and the stability maintenance needs of related celebrities will become a big test
. If you keep silent on multiple hot spots, even if there are traders behind it, it will be difficult to solve the problem of traffic retention in a short time. The most important thing about
is the platform factor. Looking back on Liu Genghong’s popularity, during the epidemic, the platform pushed hard to promote online fitness live broadcasts, and Liu Genghong’s content also gave the public a good healing effect, which can be said to have seized the right time.
From classmate Zhang to Liu Genghong, it is not difficult to see that the platform mainly promotes content creators who create positive energy, which not only conforms to and responds to the general direction of the country, but also has no negative aspects. For Zhang Dada, Douyin is like an entertainment plaza. Gossip and eating melons is indeed easy to attract fans, but it is not a long-term solution.
Take Zhang Lan, the Queen of TikTok a few years ago, as an example. At first, she became popular because of gossip about her son and daughter-in-law. With Wang Xiaofei’s post of reconciliation, the big s and Wang Xiaofei’s child support incident came to an end, and the public’s interest in eating melons gradually dissipated.
On January 25th, Zhang Lan couldn’t help complaining to fans about the loss of followers on her account in the live broadcast room, and she was wronged to keep fans, “Fan babies, why did you leave this morning? Two or three thousand people left! I’m a little sad , I’m sad. I said I’d rush to reach 10 million, but I’m going to leave after crossing... Xiaoyue’er didn’t come to accompany me, and you still don’t come to accompany me. You still go, okay Poor." Some netizens also pointed out that Zhang Lan was wasting the enthusiasm of her grandchildren, and she was told to seek truth from facts, and her fans continued to drop.
Essentially speaking, for netizens, entertainment gossip cannot come up with new memes, and it is destined to be only a flash in the pan.
Zhang Dada urgently needs a new IP with strong content, so that the temporary "eye-catching" can become a long-term "money-absorbing".
