How did electric welding become popular in Foshan? What do you think about the viral spread of imitation actions?

Do you remember the popular Foshan welding? Do you want to know how to make your own content a hit? Read this article and you will find the underlying logic of Internet customer acquisition.

I saw the live broadcast of Foshan welding in early September, and it really became popular during the National Day in October. After that, the short video platform was full of various imitation videos, each one more interesting than the other. His popularity was not without reason.

1. Live broadcast content is interesting and can bring emotional value

A basic logic of platform operation is to keep users on the platform longer. Only good user experience and high-quality content can retain users. In essence, content is king. Content liked by many users will be strongly recommended by the system, thus bringing wide exposure.

His face resembles Zhang Han, the magical BGM in the live broadcast room, and the simple and unified signature moves are really fascinating. Foshan Electric Welding's live broadcast room is not just about screwing, but also about various activities, which often creates a great sense of contrast. I thought it was very funny when I saw it, and then I took the initiative to forward it. The content of Foshan Electric Welding's live broadcast is exactly what the platform needs, so it has received traffic support from the platform, allowing more people to know him.

2. The content is unique and impressive

Many companies are doing e-commerce live streaming, but the live streaming is in the normal shopping mall introduction style, which is difficult to leave an impression on users. I don’t usually watch live streaming, but the one that impressed me the most was Dong Yuhui’s live streaming. His live streaming style is really rare. The biggest feature of Foshan Electric Welding is that it looks like Zhang Han, and the contrast brought by the live streaming is a bit weird. Secondly, why does the live broadcast room have such fixed actions and use the same BGM? This is to form a memory. When users watch and hear more, it will be branded in their minds. The next time you hear this BGM, you will think of Foshan Electric Welding. If you don’t believe it, think about that music in your mind.

3. Be able to persist in doing a simple thing well

The most important point is what he said himself: "A simple thing done repeatedly is not simple". As early as 1-2 years ago, I forgot the exact time, I saw his video on Douyin, also screwing in a factory, but without a partner. The style is pure chat, and the only highlight of the video is that he looks like Zhang Han, so I remember this person. He shot short videos at the time mainly to make some extra money, but the effect was not good. If he had not persisted at the beginning, the gears of fate would not turn, and he would not have become popular later.

Many people who work in self-media want to become famous overnight. To be honest, I want to, too, but it's difficult. Li Ziqi started shooting food short videos in 2015. The early videos were not very popular. At that time, in order to shoot "Lanzhou Beef Noodles", she also found a special master to learn. On April 29, 2020, the number of fans on the YouTube platform exceeded 10 million, and it took 5 years. Let's talk about the Northeast "Dragon Veterinarian" who has been popular on the Internet recently. Behind it is 30 years of persistence and accumulated good reputation. "One minute on stage, ten years of hard work off stage", fame and popularity are often the surface results that people can see, but the years of persistence and hard work behind them are invisible.

4. How do you view the viral spread of imitation actions?

Short videos are an entertaining content that is very addictive. Even if you are not satisfied after watching them all by yourself, you will want to imitate them. You don’t know that once people get bored, they will do anything. At first, only one person posted it, but later more and more people posted it, and a scale effect was formed. After Foshan electric welding became popular, many imitation videos came out. The essence behind this viral spread is a kind of herd mentality, which plays on human nature. I have mentioned before that the number of short video views is too low, and imitation is an effective way to increase the number of views. Back to operation and promotion, I have the following two insights.

1. Be able to endure loneliness and stick to doing one thing well

The most difficult part of operating is starting from 0 to 1. This process is very tortuous and requires a lot of time and energy to test and adjust. A journey of a hundred miles begins with a single step. You never know when you will be able to gain volume. There are many cases where an account just starts to improve, but is suddenly abandoned.

2. Focus on your own value and have your own characteristics

Whether you are making products or services, competition in various industries is already very fierce. The underlying logic of Internet customer acquisition is still to grab traffic. Take e-commerce live broadcast as an example. When users see the live broadcast interface, they only have 1-3 seconds to decide whether to stay. From the decoration of the live broadcast room, background music, live broadcast style, to the anchor's speech, it is necessary to form differentiation and have your own live broadcast characteristics, so as to gain an advantage in the platform traffic grabbing war.

This article was originally published by @豪君说推广 on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.