Internet celebrity or long-term success? Leaders may need more

Entrepreneurs’ live broadcasts need to have clear positioning, focus on emotional value, reasonably take over traffic, manage expectations, and shape the brand and leader IP from a long-term perspective.

Following ordinary people competing to become internet celebrities and gain traffic, entrepreneurs have also recently frequently gone online and personally participated in live broadcasts. In fact, with traffic dispersion and cost contraction, it is no longer a question of whether to embrace traffic, but how to embrace it. The leadership’s fall is exactly the straw that companies want to grasp.

Maybe traffic is not a panacea, but it is definitely an eye-catching medicine.

Seeing others far ahead and hearing others talk about saving hundreds of millions, leaders may have struggled. However, under external temptation and internal instigation, no, requests, many top leaders still resolutely took the lead. There was no other way. Just look at their own brand, products, and marketing... What if it really works?

Yes, don’t think that leaders do live broadcasts in order to become internet celebrities, or to maintain their popularity. This is obvious but easily overlooked. Leaders are willing to show up because they need more, and the most important thing must be to cheer for the brand and products and contribute to them.

With such purposes and needs, I think that if the leader has decided to personally go live, there are three things he must think clearly about first, otherwise it is easy to give up halfway or achieve the opposite effect.

1. Provide emotional value

Why are those leaders' live broadcasts effective and can they bring traffic to their own brands and products?

We know that brands have prototypes, images, and tonality, but these things need to be spread through communication to form a unified cognition in people's minds. In the era of distracted attention, live broadcasting provides a new means to gather traffic, and the anchor has become a new focus. If a brand is a symbol of value, then the leader becoming the anchor of the brand is to make this symbol three-dimensional and flesh and blood through fresh means.

Creating the IP of corporate leaders is actually about allowing leaders to provide emotional value for the brand.

This kind of emotional value is not about yelling and swearing at each other on the Internet, nor is it about recording reading a script from a teleprompter. Instead, it is about finding the connection point between yourself and the brand and exporting the brand charm through personal charm.

Why do I say that private company bosses are more likely to become Internet celebrities? Because to some extent, they represent the brand themselves. It is their own experiences and personalities that have created the brand today. This is a natural Internet celebrity physique. Leaders of the agency system need to explore this aspect, find their own personal charm, and connect it to the brand.

Because there are so many weird internet celebrities now, no one will watch a company leader reading a script into the camera or talking awkwardly about his own products. Internet celebrities always follow the logic of self-media. Without attractiveness, there will be no influence.

2. Planning Traffic Transfer

Being an internet celebrity is a method and a means, and the effect is the goal. Ordinary internet celebrities are for cashing in, while local internet celebrities are for boosting cultural tourism, but all of this is based on the premise of being able to receive traffic.

In recent years, we have seen too many cases where people built tall buildings but then saw them collapse. With surging traffic and sky-high wealth, how can they handle it? This is an important question for Internet celebrity leaders.

If we can't get the traffic and have no effect, it's fine. But we are afraid that the flaws and problems of the brand and product will be infinitely magnified. Because Internet celebrities are like stars, everyone looks at them with a magnifying glass. The Internet is not a lawless place, and naturally it is not a field for making random satellites. Just look at the comparison between the results of Xiaomi SU7 and Ideal Mega and you will understand.

In the final analysis, whether it is an era where good wine needs no bush or an era where good wine needs no bush, good wine is the premise and foundation of everything. It’s just that on the Internet, the backlash of traffic is more fierce, and traffic is more ferocious than a tiger, both in the positive and negative directions.

3. Manage expectations

Don't assume that a leader's performance will be immediate once he steps on stage, or that he will receive rave reviews once he appears on camera.

Everyone knows the so-called 80/20 rule, and the Internet's 1990 rule is no stranger. The top will always be a minority, and even the middle is a minority. So don't think that a small step taken by the leader is a big step in gathering traffic, except for inflating the volume of course. For the leader's internet celebrity operation plan, you still have to be prepared for long-term operation, and be prepared for the long-term operation to have little effect.

In addition to managing effect expectations, it is more important to manage emotional expectations.

Don’t ask why, the leader’s emotional instability is the beginning of the road to quitting the Internet. Because the Internet is a big square, there are all kinds of people on the square, doing all kinds of things and saying all kinds of things. If a leader wants to become an Internet celebrity, he must face this noisy square directly. It’s not good to be too sensitive, nor is it good to be too hard-hearted.

To put it in terms that leaders can understand, it means doing a good job in public opinion management and emergency plans, and doing a good job in public relations prevention and control in the face of complex and diverse netizens and the internet trolls of friendly companies in the dark.

In the post-truth era, there is no absolute right or wrong. When a person talks to a group of people, if he is not careful, the conversation may be exaggerated and labeled as having opposite values. It does not mean that internet celebrity leaders need to tread on thin ice, but when facing the challenges of public opinion, what should be your response method and attitude?

So, as I said, traffic is always a double-edged sword. It only takes a moment to kill one thousand people or lose eight hundred of your own money.

People who tell you that it's all done may not have really told you that it's all done. Qi Baishi said, "Those who learn from me will live, and those who imitate me will die." The ancients were honest.

Are Internet celebrities still popular for a long time, or are they more popular? Some people will know after they have tried it, while others may know it without having tried it.

Author: Little Monk Kunkun, WeChat Official Account: Marketing Zen Meditation Center