Why is "Subject Three" still so popular?

With the popularity of social media, various online cultural phenomena continue to emerge. Recently, a dance called "Subject Three" has become a hot topic on the Internet. It is easy to learn and has a strong sense of rhythm, which quickly attracted a large number of netizens to participate.

Whether it is a cultural phenomenon or a hot topic in online culture, in the era of social media, almost all of them will go through the process of rising, becoming popular, being hotly discussed, and gradually fading away. In short, hot cultural phenomena are like the wind, which blows away and then disappears, and their life cycle is relatively short.

Just like the #Subject Three wind blew to JYP#, which became a hot search, "Subject Three" was discussed and hotly debated again, resulting in the phenomenon of continuously dominating the screen on online media.

It is not difficult to see from the Baidu Index that the reports and discussions on related topics have shown a curve growth and have recently reached a peak.

According to statistics, on Weibo, the related readings of the single topic "Subject Three" have accumulated to 160 million, with 307,000 interactions and more than 30,000 original content pieces.

On the Douyin short video platform, the cumulative number of views of videos related to the "Subject Three" topics #Subject Three, #Subject Three Dance, and #Guangxi Subject Three has exceeded 66.37 billion times.

At the same time, on various social platforms, people from different countries, skin colors, ages, and regions are dancing "Subject Three", making the dance "Subject Three" popular from home to abroad and becoming a new way for netizens to socialize, entertain, and even market their brands.

1. What exactly is Subject 3?

First of all, it should be made clear that this subject three is not the same as that subject three, and has nothing to do with the driver's license. On the surface, subject three is a magical dance, with funny movements such as ankle inversion, waist twisting, hip swinging, and hand twisting, which, when matched with dynamic music, form a happy and magical dance.

Why is this dance called Subject Three? It is said that this dance became popular because of the joyful scene of collective dancing at a wedding in Guangxi, which infected many people. Some people believe that the three major events in life of Guangxi people, namely singing folk songs, eating snail noodles, and dancing at weddings, are like three major tests in life, so it was named "Subject Three" and is also called Guangxi Subject Three.

So, why is "Subject Three" so popular across the country?

2. Why is “Subject Three” so popular?

It is not difficult to see that "Subject Three" has become a peculiar phenomenon this winter, and behind all the popular phenomena, it is closely related to the audience.

1. Cultural genes determine the broad audience of "Subject 3"

"Subject Three" is a dance represented by grassroots culture. Its genes are infused with many characteristics such as diversity, magical dynamics, silky smoothness and fun. It comes from the masses, so naturally the general public is willing to participate in it, making the audience of Subject Three dance more extensive.

2. The simple and easy-to-learn dance posture has created a phenomenal participation in "Subject 3"

In addition, the dance itself is simple and easy to learn. Even if you don't have any dance foundation, it is not difficult to imitate and dance along with the videos on the Internet, which almost achieves the phenomenon of zero threshold for audience participation. This has led to a craze for the national subject three.

3. Strong sense of rhythm, bringing a joyful communication atmosphere

As the number of participants increases, and the background music of the dance itself has a strong sense of rhythm, it is easier for the public to have the urge to dance to the rhythm involuntarily, creating a cheerful dance atmosphere. In this way, the dance is magical and interesting, and the background music has a strong sense of rhythm, which not only relaxes people, but also constantly stimulates people's desire to share.

4. It has social attributes and is the social currency of the public and brands

The gradual popularity of "Exercise 3" is also closely related to the spread of social media. People continue to share their dance videos on online media, attracting many people to follow suit and imitate, forming an interactive social atmosphere on the Internet. At the same time, young people are also willing to share their own videos of dancing to "Exercise 3" on the Internet in order to find "like-minded" friends, which has further made the dance popular and popular.

5. It caters to the entertainment expectations of the public and can achieve emotional resonance

The explosion of popularity is just a superficial phenomenon. There is a deeper inevitability behind the explosion of "Subject Three", which is the rich and profound cultural and spiritual connotation. Although there is no threshold for participation, young people are still the main participants on social networks. Because it comes from the folk, it gives the dance itself the most authentic human fireworks, which touches the emotional needs of the public, allowing more people to pry open their own happiness factors and let happiness reach the depths of their hearts. Coupled with the rhythm and movements of the dance itself, more young people want to join in, satisfying people's entertainment needs, and generating collective identity and emotional resonance.

Looking further, "Subject Three", which has distinct youthful characteristics, has formed a powerful communication potential, achieved the participation of young people around the world, constructed a unique cultural phenomenon of this era, demonstrated the powerful energy of young audiences in shaping trendy culture, and provided brands with new marketing ideas.

3. New online hot spots represent new brand marketing methods/elements

For brands, how can they accept this "huge wealth"?

Derived from folk customs, the dance posture of "Subject Three" has an original ecological feature. In this context where everyone is creating self-media, the simpler and easier it is to learn, the more people will be attracted to it, and the more people will participate and follow the trend. In a relaxed and pleasant atmosphere, those young people who participate can also strengthen their own aesthetic and emotional value recognition.

This provides a natural communication context for brands. They can take advantage of the enthusiasm of national participation and combine their own business operations, products, image and other elements with the "Subject Three" dance to create marketing with brand characteristics. They can also create a pleasant atmosphere and increase intimacy between the brand and users.

For example, after "Subject Three" became popular, Haidilao immediately launched the service of "Eat hotpot and enjoy Subject Three hot dance". As long as you go to Haidilao and say the "secret code" "Subject Three" between the brand and consumers, the waiters will respond quickly to provide thoughtful service, performing dance scenes with ankle inversion, hip/waist twisting, and hand shaking, accompanied by the BGM of "Swords rise up to resolve grudges in the rivers and lakes, sleeves waved to illuminate the moon", making the store full of cheerful atmosphere.

As a result, Haidilao has been on the hot search list many times, helping the brand establish multiple related hot searches such as #Haidilao takeout subject three#, #Haidilao subject three#, #Haidilao responds to rewarding 3,000 yuan to employees who skip subject three#, bringing the brand extremely high topic discussion and traffic.

In this way, the Haidilao brand is bundled with online hot spots, forming a way for the brand to interact with consumers, and also helping the brand establish a youthful image of someone who knows how to have fun and has a sense of the internet.

For other brands, they can also create challenges or topics related to "Subject Three" dance on social media to encourage more consumers to participate, generate new UGC content and form new communication materials. In addition to generating new discussions, it can create greater communication momentum for the brand and establish a smoother, more interesting and younger image for the brand.

Obviously, for brands, the current "Subject Three" dance is not only a popular cultural phenomenon, but also a marketing resource with commercial value. In an era of scarce attention, if you want to get as much traffic and attention as possible, relying on popular cultural phenomena may be a way for brands to get twice the result with half the effort.

Author: Mr. Bingfa WeChat public account: Marketing Bingfa