How can AIGC marketing replicate the popularity of “Miaoya Camera”?

This article uses the popular AI face-changing app Miaoya Camera as an example to share three strategies for AIGC product marketing. It is recommended for product managers and operators who are interested in AIGC product marketing.

Let’s talk about this a little more today: If you are making an AIGC product, how can you replicate the popularity of the Miaoya Camera in marketing and promotion?

I think there are three points that can be copied, namely: topic setting, points of complaint, and user experience.

1. Topic Setting: AI has killed another traditional industry

This is very important. If you learn this trick, it is enough.

Looking back at the popularity of chatgpt, it is mainly because its emergence has given people the dawn of " AI subverting traditional industries ". For example, in the circle of uncles, we have seen too many similar topics in the past period of time, such as: public relations, video editing, designers, programmers, and customer service are all replaced by AI.

But if you have really used ChatGPT, you will know that it is still some distance away from complete replacement, but the media (especially self-media) always likes to create conflicts and anxiety, and prefers to choose materials that are consistent with this conclusion, but constantly "beautify" this trend . Miaoya Camera perfectly conforms to this logic. First of all, its setting topic is very clear: to kill the expensive and troublesome Tianzhenlan and Haima Photo Studio!

(Picture from the Internet)

‍‍‍When the MiaoYa camera began to attract attention in the circle of friends, the first focus of media attention was: Will Tianzhenlan and Hippocampus be subverted by AI?

(Picture from the official WeChat account of Meihua.com)

A clear track, clear competitive products, and clear product delivery make it very smooth for all media to write reports.

(Picture from Miaoya Camera's official Weibo)

Don’t underestimate the price of “9.9 yuan”. In fact, it forms a strong contrast and comparison with the Zhenlan and Hippocampus that cost hundreds of yuan, deepening the concept of “subversion”.

Then, everyone is helping to "beautify" it. For example, the AI ​​photo that an uncle posts to his Moments must be the most handsome and closest to the real person, rather than a bunch of photos that are not really like the real person or even a little rough. Therefore, if you want to promote an AIGC product, you must think clearly: Is the competitor you want to subvert famous? Is the track clear? Can your product delivery simply prove this?

2. Complaints: Privacy, refunds, and waiting are all "firewood"

After being popular for a week, MiaoYa Camera encountered wave after wave of doubts, including: privacy, refunds, server overcrowding, etc.

But on the other hand, it is precisely these "doubts" that make the MiaoYa camera more and more popular, like a handful of "firewood" that makes the fire burn brighter and brighter.

Uncle mentioned in "Screen Swiping" that among the seven motivations that stimulate users to share, one important motivation is complaining, which is also one of the underlying logics for the generation of all content on the Internet.

We have seen that after the MIA Camera became popular, all parties got involved. Regardless of their purpose, related problems were exposed one by one. However, if these problems did not hinder users from using it and did not cause regulatory authorities to intervene and stop it, they would become a "booster" for the incident to further explode. The most important thing is that it is still free, and all the MIA Camera needs to do is:

Issue a statement through Weibo (Xiaohongshu) and make timely adjustments or explanations.

(Picture from Miaoya Camera's official Little Red Book)

Of course, this is definitely not a deliberate exposure of problems by MiaoYa Camera in order to maintain its popularity, but it is feasible to pre-embed some points for complaints.

Therefore, AIGC needs to think clearly about its product marketing. If you become popular, there will definitely be a lot of doubts and questions. In the so-called crisis public relations moment, all you need to do is respond in a timely manner to ensure that you will not be banned by regulators or cause panic among users. That's enough.

From this perspective, the protection and external communication value of public relations are still very important.

3. User Experience: Touching the Underlying Power of Human Nature

This was discussed in detail in the first article, so I will not repeat it here. The core is to satisfy human user experience and to achieve fission and word-of-mouth communication through the links of WeChat Moments.

During offline training, the uncle often asks a question: What is the underlying motivation for you to forward a photo of yourself in military uniform to your circle of friends?

Many people answered: It was Army Day, I had never been a soldier, I was infected by others, and the face-changing method was very novel...

In fact, none of them are enough. The most basic motivation is: this photo makes you beautiful and handsome, so you are willing to share this "sense of superiority". This is the user experience that can touch human nature.

Can your AIGC product experience create a "sense of superiority" for users that they can share on WeChat Moments, thereby achieving fission? ‍‍‍

Finally, let's make a brief summary. How can an AIGC product marketing replicate the popularity of Miaoya Camera? There are three points to focus on: topic setting, complaints, and user experience.

If I had to use one sentence, it would be:

You choose a track (industry), who (the leading company in the industry) you will revolutionize with AIGC, what results can you deliver to users, and whether this result can make users actively share it in their circle of friends.

Author: Almighty Uncle, WeChat public account: Almighty Uncle