Author|Innocent
When fifty-seven-year-old Na Ying was sitting in the viewing room, she probably did not expect that she could passively transform into Yehenala and said "I want foreigners to die" in the emoticon package.
htmlOn May 10, the first explosion in the entertainment industry in 2024 is coming.'s first live broadcast of "Singer 2024" was taken off by Na Ying's emoticons and ignited the entertainment market. Then, Han Hong responded to the opinions of netizens and called on the program team to "please compete" in "Singer 2024", pushing the popularity of the program up again. At this time when variety shows have finally become popular, Mr. Fugu took this leader as the object of observation and made a questionnaire on the public opinion and subsequent development of "Singer 2024". In a short period of time, he collected nearly fifty pieces of information and analyzed it. .
Among them, nearly 80% of people did not expect that "Singer 2024" would be released in the form of emoticons. More than 70% of people thought that the show would attract more young audiences. After this battle, more than 80% of people continued to watch the show. The intention is relatively strong.
At the same time, Fugujun also invited 20 marketing practitioners to discuss the current public opinion situation, marketing results, risk assessment, follow-up actions and related suggestions of "Singer 2024".
The bloody storm you are looking forward to?
When the lineup was officially announced, many people did not expect the popularity of "Singer 2024". When "Yehenarashi" became popular all over the Internet, a thought that was bound to pop up was, what contributed to such a high popularity, and was this popularity intentional marketing?
Entertainment Capital: How do you evaluate the lineup and public opinion explosion of "Singer 2024"?
A certain satellite TV PR : I personally think that Mango’s plan this time is very successful. Basically, they have a very good understanding of the current public opinion situation and accurately reap the dividends of traffic.
Former person in charge of a certain satellite TV variety show : I think the selection of the first batch of singers this time is very thoughtful. Singers are selected from various genres and popularity, covering pop, rock and other styles. Judging from the mainstream Internet popularity, it is also Some of the most popular singers so far. This is a criterion for Mango singer selection. That is to say, in comparison, the popularity of the topic must be greater than the strength.
In fact, for this program, the warning that needs to be done is to be careful of the excessive comments of some netizens, which will lead the program to the edge of the red line. What's special this time is that Na Ying's "The Destiny of the Yehenala Family" cleverly guided public opinion in the direction of ridicule. Netizens began to make jokes. The 50-year-old lady guarding the country, coupled with Deng Ziqi's live broadcast response, unexpectedly pushed up the price. The popularity of the topic and the fermentation of public opinion are currently within controllable range.
Planned by Party B of a major manufacturer: It is undeniable that this lineup may have originally wanted to use Internet celebrity singers to withstand a certain amount of firepower, and then it was said that the music is diversified. Second-hand Rose and Hai Lai Amu are really not suitable for this kind of stage.
The person in charge of an mcn company: The reputation of this program is getting worse and worse every year. If there are no more hot spots and topics, this program will probably be stopped. In order for the program to continue, it needs two things. One is the innovation of the program, that is, the innovation of music variety shows, and the other is popularity and traffic.
Entertainment Capital: Is this outbreak of public opinion an accident?
An entertainment practitioner : I don’t think so. It’s more like a spontaneous behavior from the audience.
A certain 4a advertising company planned : I think it is more like a kind of unintentional intervention caused by the right time, right place and right people. In terms of general marketing logic, we will focus more on the obvious and safe material of the program itself, such as Na Ying himself, but we will not use it to play on national sentiments such as "I want foreigners to die." Most of them are simply taking advantage of the artist’s traffic, such as using her previously popular emoticons and memes. In fact, I also saw news on social platforms that the program team was starting to panic, but I don’t know if it’s true.
An Internet company’s public opinion post : Judging from the current development trend, if the program is intentional, it will use the topic of Chinese and foreign pk to arouse patriotic emotions among netizens, thereby attracting a lot of popularity to the program.Judging from the public opinion events in recent years, patriotism and other national sentiments have continuously spawned hot topics in the public opinion field. Moderate stimulation is also a clever way of using traffic for publicity. However, if the boundaries are not grasped well, you will face huge backlash. For example, in the recent Xiangpiaopiaopiari cup sleeve incident, it only took three days from enjoying the patriotic bonus to sell out in the live broadcast room to being scolded for overturning.
Entertainment Capital: Do you think this outbreak is related to the form of live broadcast? Why?
A music line operator of a major company : I personally think it has nothing to do with the live broadcast format, but has something to do with the singer lineup. Because the two foreign friends lack recognition but have a sense of mystery both internationally and in terms of popularity. Except for Na Ying, other domestic singers have lower reputations, so this response has caused today's situation.
A certain marketing planning manager : I think the live broadcast format is quite important. Because through live broadcast, everything is exposed nakedly, giving the audience more possibilities for observation. The shock of foreign singers further shows that some singers in domestic entertainment performed poorly this time. If it is recorded and broadcast, there are many words that can be supplemented later, but this cannot be done live.
A senior planner : I feel that live broadcast is a very important part of Mango’s own publicity focus and the public opinion that is fermented behind it. Before the broadcast, it was obvious that the promotion direction focused on a unique live broadcast format.
The reins of public opinion, to grasp or not to grasp?
After Han Hong responded to netizens’ call for the singer’s program group, a new round of online carnival arrived again. The popularity of “Singer 2024”, which has finished its first episode, has not dropped but has risen, showing a trend of going crazy. At the same time, voices such as "This makes it look like we can't afford to lose" and "Why is it starting to change?" also appeared on social platforms. Public opinion inevitably began to ferment in many ways. Faced with this momentum, the program team advanced and retreated. It has become one of the most concerning issues at the moment.
Entertainment Capital: What do you think of Han Hong’s declaration of war?
Planning director of a certain company : Top singers such as Han Hong should not post relevant petitions on Weibo to encourage mid-waist singers to follow suit. The content of the copywriting can easily lead to negative international public opinion. To put it bluntly, it is a joke for overseas netizens, which violates While not only meeting the original intention of international cultural exchanges, it also turned a singing program that was supposed to discuss the quality of the stage into a show for sensationalism, affecting the fairness and impartiality of subsequent programs (regardless of whether the registered singers will go or not, the audience votes will be more or less affected in the later stages. Part of it becomes a tilt towards domestic singers).
A variety show promotes : Should Han Hong come out? From the audience's point of view, I don't think it is necessary, but from the mango point of view, I must invite it, so that I can make big waves later. But there are two possibilities when she comes out. One is that it will aggravate the so-called patriotic sentiment and international confrontation in the sinking market. The other is that she will just say something about music without borders to help the program's conception.
Entertainment Capital: Foreign contestants also performed better than domestic contestants. Why is the public opinion of "Sister Lang" relatively peaceful, but "Singer" has such intense market feedback, even with entertainment-oriented national sentiments?
PR of a major entertainment company : It is related to the guests. The first two seasons of Sister Lang were too noisy, but in recent seasons the guests have become more and more withdrawn, especially as everyone gradually understands the public's aversion to female competition.
A certain copywriter planned : Singers tend to be on the professional competitive stage, while Sister Lang is a reality show. First of all, the nature is different. Sister Lang is more for entertainment. Secondly, in fact, most of Sister Lang's stages are collaborations. The shortcomings of some people in the group will be covered up, and there will also be mutual assistance and joint efforts. Furthermore, Sister Lang has many contestants, which can actually spread the firepower. Also, this foreign player is a bit super-dimensionally strong. In fact, in Sister Lang, there is a high probability that this will not happen.
Former person in charge of a certain satellite TV variety show : Sister Lang and Singer, the two programs are different, one focuses on live comprehensive performances, and the other focuses on singing. And the singer's national popularity is there, which makes it more suitable for meme. In the era of carnival among netizens, this is something that can be easily solved.
Author|Innocent
When fifty-seven-year-old Na Ying was sitting in the viewing room, she probably did not expect that she could passively transform into Yehenala and said "I want foreigners to die" in the emoticon package.
htmlOn May 10, the first explosion in the entertainment industry in 2024 is coming.'s first live broadcast of "Singer 2024" was taken off by Na Ying's emoticons and ignited the entertainment market. Then, Han Hong responded to the opinions of netizens and called on the program team to "please compete" in "Singer 2024", pushing the popularity of the program up again. At this time when variety shows have finally become popular, Mr. Fugu took this leader as the object of observation and made a questionnaire on the public opinion and subsequent development of "Singer 2024". In a short period of time, he collected nearly fifty pieces of information and analyzed it. .
Among them, nearly 80% of people did not expect that "Singer 2024" would be released in the form of emoticons. More than 70% of people thought that the show would attract more young audiences. After this battle, more than 80% of people continued to watch the show. The intention is relatively strong.
At the same time, Fugujun also invited 20 marketing practitioners to discuss the current public opinion situation, marketing results, risk assessment, follow-up actions and related suggestions of "Singer 2024".
The bloody storm you are looking forward to?
When the lineup was officially announced, many people did not expect the popularity of "Singer 2024". When "Yehenarashi" became popular all over the Internet, a thought that was bound to pop up was, what contributed to such a high popularity, and was this popularity intentional marketing?
Entertainment Capital: How do you evaluate the lineup and public opinion explosion of "Singer 2024"?
A certain satellite TV PR : I personally think that Mango’s plan this time is very successful. Basically, they have a very good understanding of the current public opinion situation and accurately reap the dividends of traffic.
Former person in charge of a certain satellite TV variety show : I think the selection of the first batch of singers this time is very thoughtful. Singers are selected from various genres and popularity, covering pop, rock and other styles. Judging from the mainstream Internet popularity, it is also Some of the most popular singers so far. This is a criterion for Mango singer selection. That is to say, in comparison, the popularity of the topic must be greater than the strength.
In fact, for this program, the warning that needs to be done is to be careful of the excessive comments of some netizens, which will lead the program to the edge of the red line. What's special this time is that Na Ying's "The Destiny of the Yehenala Family" cleverly guided public opinion in the direction of ridicule. Netizens began to make jokes. The 50-year-old lady guarding the country, coupled with Deng Ziqi's live broadcast response, unexpectedly pushed up the price. The popularity of the topic and the fermentation of public opinion are currently within controllable range.
Planned by Party B of a major manufacturer: It is undeniable that this lineup may have originally wanted to use Internet celebrity singers to withstand a certain amount of firepower, and then it was said that the music is diversified. Second-hand Rose and Hai Lai Amu are really not suitable for this kind of stage.
The person in charge of an mcn company: The reputation of this program is getting worse and worse every year. If there are no more hot spots and topics, this program will probably be stopped. In order for the program to continue, it needs two things. One is the innovation of the program, that is, the innovation of music variety shows, and the other is popularity and traffic.
Entertainment Capital: Is this outbreak of public opinion an accident?
An entertainment practitioner : I don’t think so. It’s more like a spontaneous behavior from the audience.
A certain 4a advertising company planned : I think it is more like a kind of unintentional intervention caused by the right time, right place and right people. In terms of general marketing logic, we will focus more on the obvious and safe material of the program itself, such as Na Ying himself, but we will not use it to play on national sentiments such as "I want foreigners to die." Most of them are simply taking advantage of the artist’s traffic, such as using her previously popular emoticons and memes. In fact, I also saw news on social platforms that the program team was starting to panic, but I don’t know if it’s true.
An Internet company’s public opinion post : Judging from the current development trend, if the program is intentional, it will use the topic of Chinese and foreign pk to arouse patriotic emotions among netizens, thereby attracting a lot of popularity to the program.Judging from the public opinion events in recent years, patriotism and other national sentiments have continuously spawned hot topics in the public opinion field. Moderate stimulation is also a clever way of using traffic for publicity. However, if the boundaries are not grasped well, you will face huge backlash. For example, in the recent Xiangpiaopiaopiari cup sleeve incident, it only took three days from enjoying the patriotic bonus to sell out in the live broadcast room to being scolded for overturning.
Entertainment Capital: Do you think this outbreak is related to the form of live broadcast? Why?
A music line operator of a major company : I personally think it has nothing to do with the live broadcast format, but has something to do with the singer lineup. Because the two foreign friends lack recognition but have a sense of mystery both internationally and in terms of popularity. Except for Na Ying, other domestic singers have lower reputations, so this response has caused today's situation.
A certain marketing planning manager : I think the live broadcast format is quite important. Because through live broadcast, everything is exposed nakedly, giving the audience more possibilities for observation. The shock of foreign singers further shows that some singers in domestic entertainment performed poorly this time. If it is recorded and broadcast, there are many words that can be supplemented later, but this cannot be done live.
A senior planner : I feel that live broadcast is a very important part of Mango’s own publicity focus and the public opinion that is fermented behind it. Before the broadcast, it was obvious that the promotion direction focused on a unique live broadcast format.
The reins of public opinion, to grasp or not to grasp?
After Han Hong responded to netizens’ call for the singer’s program group, a new round of online carnival arrived again. The popularity of “Singer 2024”, which has finished its first episode, has not dropped but has risen, showing a trend of going crazy. At the same time, voices such as "This makes it look like we can't afford to lose" and "Why is it starting to change?" also appeared on social platforms. Public opinion inevitably began to ferment in many ways. Faced with this momentum, the program team advanced and retreated. It has become one of the most concerning issues at the moment.
Entertainment Capital: What do you think of Han Hong’s declaration of war?
Planning director of a certain company : Top singers such as Han Hong should not post relevant petitions on Weibo to encourage mid-waist singers to follow suit. The content of the copywriting can easily lead to negative international public opinion. To put it bluntly, it is a joke for overseas netizens, which violates While not only meeting the original intention of international cultural exchanges, it also turned a singing program that was supposed to discuss the quality of the stage into a show for sensationalism, affecting the fairness and impartiality of subsequent programs (regardless of whether the registered singers will go or not, the audience votes will be more or less affected in the later stages. Part of it becomes a tilt towards domestic singers).
A variety show promotes : Should Han Hong come out? From the audience's point of view, I don't think it is necessary, but from the mango point of view, I must invite it, so that I can make big waves later. But there are two possibilities when she comes out. One is that it will aggravate the so-called patriotic sentiment and international confrontation in the sinking market. The other is that she will just say something about music without borders to help the program's conception.
Entertainment Capital: Foreign contestants also performed better than domestic contestants. Why is the public opinion of "Sister Lang" relatively peaceful, but "Singer" has such intense market feedback, even with entertainment-oriented national sentiments?
PR of a major entertainment company : It is related to the guests. The first two seasons of Sister Lang were too noisy, but in recent seasons the guests have become more and more withdrawn, especially as everyone gradually understands the public's aversion to female competition.
A certain copywriter planned : Singers tend to be on the professional competitive stage, while Sister Lang is a reality show. First of all, the nature is different. Sister Lang is more for entertainment. Secondly, in fact, most of Sister Lang's stages are collaborations. The shortcomings of some people in the group will be covered up, and there will also be mutual assistance and joint efforts. Furthermore, Sister Lang has many contestants, which can actually spread the firepower. Also, this foreign player is a bit super-dimensionally strong. In fact, in Sister Lang, there is a high probability that this will not happen.
Former person in charge of a certain satellite TV variety show : Sister Lang and Singer, the two programs are different, one focuses on live comprehensive performances, and the other focuses on singing. And the singer's national popularity is there, which makes it more suitable for meme. In the era of carnival among netizens, this is something that can be easily solved.The singer's broadcast schedule is actually very clever. Since May, the entire Chinese entertainment industry has been relatively dull, with no popular movies and TV shows, and domestic entertainment only relying on offline concerts.
Entertainment Capital: In your opinion, in the future, should Mango let go and ferment such heat, or should it appropriately control the direction of public opinion? If we want to take control, what kind of changes and foreshadowing would be more reasonable to proactively make?
A senior planner : It will not be suppressed. The first three issues will allow netizens to discuss as much as they want to make the program more popular. Let public opinion force outstanding domestic singers to join the war. The popularity is quite good now. If the popularity is not good, we will pull a list to see which singers who usually sing have no voice, and then use two weeks to code the singers, and then start a domestic entertainment counterattack. , this is the audience’s favorite drama.
A certain planning manager : I first got a marketing account on Douyin, but it seems to have changed a bit in the past two days. Someone suddenly started to say that it seems like we can't afford to lose now, and it suddenly rose to another level. Adding the word "please fight" suddenly changes from entertainment to seriousness. I think it needs to be controlled. The tone of variety shows still needs to be more relaxed and entertaining.
Entertainment Capitalism: What do you think of Na Ying’s role in it?
PR of a major entertainment company : Na Ying is a singer gifted by God. The director team may have taken a fancy to her recklessness from the beginning - she has never convinced anyone in the entire entertainment industry, so she is better at singing. For all to see. As almost the only Chinese player who possesses all three qualities including strength, fame, and determination to win, the drama is inherently strong. But the directing team probably didn't expect that her drama came from the contrast brought by this impression. Naying was visibly nervous on the show. Others will pretend, but she doesn't, and if I'm nervous, I'll show it through all my body language.
, the person in charge of marketing for a large variety show: Although more netizens make jokes, it would not have been possible without Na Ying. I think many people think that Naying can make memes. In addition, she has a lot of memes on social platforms before, and she has a mass base and can respond. This kind of national character and entertainment is irreplaceable. She is simply an innate variety performer.
Singer 2024, how to sing louder?
As a variety show that has reached its fifth season, "Singer" is undoubtedly a successful business model and a platform for displaying the platform's tonality. For the program team, from the perspective of content and follow-up marketing, how to continue to maintain the influence of the program, present the platform's tone and the original intention of the program through the content, while maintaining this hard-won variety show craze, has become a top priority that needs to be considered. .
Entertainment Capital: During the first live broadcast, in addition to the self-fermentation of the market, what directions do you think the program marketing can take?
A senior planning manager : If it is this starting lineup, the first one will definitely be in the form of live broadcast, and the second one will be to suppress first and then improve, to create a turnaround script for domestic entertainment singers. No matter which team it is, it will not take advantage of the emotion of "international confrontation". The fermentation of these is still due to the production initiative of the audience and the independent fermentation of the sinking market. For live broadcasts, social discussions are updated in real time. It may be similar to the style of # singer直播 unveiling the fig leaf of domestic entertainment. Of course, this is a bit too extreme.
PR of a major entertainment company : Even if it is a non-live broadcast program, in fact its promotion mainly revolves around the interaction on social media. In addition to the announcement from the artist and the availability of media resources, the rest really has to be done through the comment area. Find inspiration and respond anytime. For this kind of program, it is of little significance to make marketing plans in advance. Even if you do most of them, you will have to overturn it and start over.
Director of a planning company : Looking back at the hype topics of singers from all walks of life, "Strong singers crush popular singers" has always been the eternal core. In program marketing, we must closely focus on this core iron law. The hot topics of each issue are branched out. For example, in the first issue, the Grammy crushed the Golden Melody Award, then the next issue may be "The national team comes to the rescue", and then it will be "The sound of folk songs shocked the Grammy", or even turn to It is not impossible for American singers to sing famous songs.Netizens follow the trend. The key is to promptly cater to the tastes of netizens and adjust the guidance strategy.
Entertainment Capital: Do you think the speech and response from Mango TV and the program team this time is an "effective response"?
PR of a major entertainment company : A big strategic goal based on popularity, this is already very appropriate. As for shouting from a distance, we should move to the next stage, directly shaking people to create a sense of confrontation in the show. Stop stirring up public opinion. Many singers are just trying to gain popularity. Don’t involve yourself in the show.
A senior planner : The favorable comments on the copywriting of Mango’s official blog yesterday have blocked the crisis of using patriotism as a reason.
An artist promoted : This copywriting is really effective, even watertight. It is completely different from the previous artist’s indifferent statement of apologizing for occupying public resources and remaining silent. This not only illustrates his fair attitude, but also brings the emotion of the whole thing back to the original intention of the program.
Entertainment Capital: Due to the popularity and crisis, do you think it is necessary to actively ferment the issue of shouting from a distance later in the program? What do you think of today’s unveiling event and the subsequent development of the program?
A certain 4a advertising company planned : Today’s unveiling of the list is actually just to add gimmicks. In fact, a group of internet celebrity singers have been following this list since before this list. Especially those who apply for competition and say they want to be singers, I feel that many people don’t know who they are and their singing skills are not very good.
Marketing person in charge of a certain production company : If Mango wants to gain reputation, he should start to hire experts for counterattack scripts in domestic entertainment. However, since Mango is very good at creating variety shows, for the sake of topicality and popularity, he may still prefer Internet celebrities. Kind of singer.
Public opinion post of an Internet company : Judging from the current public opinion, the program team is still enjoying the dividends, and there are no signs of a reversal yet. However, if you want to continue to make good use of this topic, you should appropriately control the setting of the Chinese and foreign opposing camps to prevent netizens from ignoring the program itself and blindly focusing their attention and emotions on the country ranking in the competition, thereby losing the original intention of the singer competition. In addition, publicity for the program itself should also be considered after the program is broadcast to avoid slaps in the face. The unexpected popularity of
"Singer 2024" is more like a montage-like miracle of thinking and an atypical perspective of emotional release than the so-called logic, showing the multiplied influence and efficiency of all social media at the moment. break out. But whether it can be copied and imitated as a case, most people still seem to be on the fence.
Netizens follow the trend. The key is to promptly cater to the tastes of netizens and adjust the guidance strategy.Entertainment Capital: Do you think the speech and response from Mango TV and the program team this time is an "effective response"?
PR of a major entertainment company : A big strategic goal based on popularity, this is already very appropriate. As for shouting from a distance, we should move to the next stage, directly shaking people to create a sense of confrontation in the show. Stop stirring up public opinion. Many singers are just trying to gain popularity. Don’t involve yourself in the show.
A senior planner : The favorable comments on the copywriting of Mango’s official blog yesterday have blocked the crisis of using patriotism as a reason.
An artist promoted : This copywriting is really effective, even watertight. It is completely different from the previous artist’s indifferent statement of apologizing for occupying public resources and remaining silent. This not only illustrates his fair attitude, but also brings the emotion of the whole thing back to the original intention of the program.
Entertainment Capital: Due to the popularity and crisis, do you think it is necessary to actively ferment the issue of shouting from a distance later in the program? What do you think of today’s unveiling event and the subsequent development of the program?
A certain 4a advertising company planned : Today’s unveiling of the list is actually just to add gimmicks. In fact, a group of internet celebrity singers have been following this list since before this list. Especially those who apply for competition and say they want to be singers, I feel that many people don’t know who they are and their singing skills are not very good.
Marketing person in charge of a certain production company : If Mango wants to gain reputation, he should start to hire experts for counterattack scripts in domestic entertainment. However, since Mango is very good at creating variety shows, for the sake of topicality and popularity, he may still prefer Internet celebrities. Kind of singer.
Public opinion post of an Internet company : Judging from the current public opinion, the program team is still enjoying the dividends, and there are no signs of a reversal yet. However, if you want to continue to make good use of this topic, you should appropriately control the setting of the Chinese and foreign opposing camps to prevent netizens from ignoring the program itself and blindly focusing their attention and emotions on the country ranking in the competition, thereby losing the original intention of the singer competition. In addition, publicity for the program itself should also be considered after the program is broadcast to avoid slaps in the face. The unexpected popularity of
"Singer 2024" is more like a montage-like miracle of thinking and an atypical perspective of emotional release than the so-called logic, showing the multiplied influence and efficiency of all social media at the moment. break out. But whether it can be copied and imitated as a case, most people still seem to be on the fence.
