The revelation of the Miaoya camera

In recent days, Miaoya Camera has become popular, but the popularity is not that widespread. The author analyzes the reasons why Miaoya Camera has become popular, and combines two recent cases to talk about their revelations of going viral, hoping to inspire you.

The Miaoya Camera has become popular these days. What is it?

Simply put, it is a software that generates photos with AI. According to the mini program process, you only need to upload a clear photo to create a digital avatar.

Based on the digital avatar and 20 upper body photos with multiple angles, multiple lights and multiple expressions, you can get a set of AI photos; however, you need to pay 9.9 yuan to make the digital avatar, and by the way, 10 "diamonds" that can be used to refine the photos are also included.

I tried it myself. On the left is the image of me taken at Hippocampus last year, and on the right is the digital avatar generated by AI. What do you think?

《Left: Hippocampus Right: Duck Camera》

Yeah, pretty handsome.

Judging from the photos, the quality of the pictures is very high, with a commercial feel and distinct light levels. Although AI has been beautified to a certain extent, it does not deviate too much from my real appearance, which may be the reason why everyone wants to try it.

However, this software is not without barriers.

My friend Lao Zhang told me that he was recently on a blind date and wanted to use AI to generate a photo for the other party. However, he didn’t care about the 20 yuan fee, but was rejected because he could not provide 20 multi-angle photos.

Judging from the extent of the fire, it was not that widespread.

I asked some friends who don't work in the Internet industry, and they didn't know about this software. This may be because I am in a certain specific group.

This phenomenon is called a filter bubble in psychology.

What does it mean?

Due to social recommendations, algorithmic filtering or human selection, the information that individuals are exposed to is consistent with their own views or interests and lacks more perspectives; it is precisely this kind of situation that causes us to fall into the "false consensus effect".

However, more importantly, I am more concerned about the nature of fire. In general, there may be two factors:

First, the sense of novelty.

If I were to describe this feeling, I would say it is a mixture of four words: strange, novel, uncommon and familiar.

Last weekend, a friend of mine went to Wuhan for a day due to work pressure. He had never been to Wuhan before. After he came back, he shared with me that when he arrived there, he felt "strange yet familiar" with the surrounding environment.

The strangeness lies in that Wuhan's landmarks, streets, eating habits and culture all brought him novelty, making him feel that he could not see these scenery and objects in Shanghai; the familiarity lies in that when passing by the Yangtze River Bridge, he seemed to have seen such scenes countless times in the news and on TV, and today he finally felt its grandeur.

In addition, he could not forget Wuhan's specialty food, hot dry man, because he had eaten it in Chengdu with his partner; it was this blend of novelty, strangeness, familiarity and uncommonness that made him feel relieved.

Yes, freshness is so attractive.

The novelty of Miaoya Camera lies in that it changes our understanding of "AI mapping".

In the past, we always thought that AI-generated pictures could only achieve basic face-changing effects; now, AI can self-learn, reconstruct in three dimensions, and generate commercial-looking portraits based on basic portrait photos, which is worth a try.

Second, expressiveness.

Everyone is willing to express themselves through various hot topics, images, and topics, and to some extent achieves "self-shaping."

When many people feel sad, they will choose to express their emotions by posting a few texts or pictures on platforms such as Kuaishou and Weibo.

For some people, the photos generated by Miaoya Camera have practical uses, such as for personal social media avatars and for certain occasions that require photos, without actually having to take photos.

Some people compare it with photo studios such as Hippocampus and Innocent Blue. In fact, today when everything is pursuing standardization, photography is like an assembly line, and AI has become an essential tool for photo retouchers.

It is really "amazing" that you can experience 36 templates for 9.9 yuan plus 10 yuan of diamonds.

So, it went viral.

Well, I admit that when the above two features exist at the same time, it will definitely attract people. But I am still a little worried. When I asked people around me whether they would use this software again, they all firmly said no.

Why?

On the one hand, everyone feels that AI can evolve the desired feeling, but there are always some thresholds. If the quality of 20 photos is not high, the generated effect will be very poor. On the other hand, the background selection is quite limited, and some generated photos look out of place.

There is no doubt that if a product itself does not have strong functions, it is likely to be abandoned by users after the novelty wears off. Starting a business is difficult, and I hope the Miaoya team will continue to explore the efficiency brought by tools. I sincerely wish them all the best.

However, many people also ask me, what can brands learn from this? I think one sentence is: either create something new or follow the trend.

Let me tell you a story:

Recently, educational institutions Yuanfudao and Zhongjie 1496 carried out a cross-border cooperation.

They launched a product called "Cold Knowledge Popsicles", which includes four flavors: Chinese, mathematics, English and science. This fresh idea is very popular among children.

I did some research and found that each flavor of popsicle has its own characteristics, and even their slogans are very unique.

For example:

The slogan for the English-flavored popsicles is, "Take a bite of this English-flavored popsicle and you'll feel like you've suddenly entered an international environment; just like a gentleman in a top hat greets you on the banks of the Rhine, and the cool breeze from the Welsh coast takes you into a whole new world."

The advertising slogan for the math-flavored popsicle is: "Euclid created the spatial order, and Thales outlined the digital world. When you take a bite of the icy popsicle, your brain seems to be awakened and starts to spin and jump wildly."

In addition to this popsicle, they also launched an accompanying "Popsicle Pocket Book of Cold Knowledge". In the small book, children can challenge themselves by answering questions every day, and if they succeed, they will have a chance to win a prize.

What’s even more interesting is that after eating the popsicle, the remaining stick can be used as a bookmark. Isn’t it very fresh and a good business that kills two birds with one stone?

Ice cream and culture combination

Another story is:

There is a blogger on Xiaohongshu named Bai Day Bear. One day, she piled a lot of colors on herself.

She wore an avocado green tube top cardigan and a pair of Barbie pink pants, and added a piece of music with the keyword #多dopamine穿搭#. On May 3rd alone, she received 3.37 million likes. Since then, she has continued to make efforts and made 2 videos with over 5 million likes in a row.

Everyone should know what happened after that. With the help of short videos, some bloggers began to imitate, such as @康康和爷. The 86-year-old grandfather challenged the dopamine outfit and became popular on the entire Internet, and was called "the most fashionable grandfather."

In addition, a large number of internet celebrities, actors and stars have quickly made dopamine dressing videos, such as @蔡萝莉 with 17.69 million followers, @痞幼 with 28.74 million followers, and so on.

As of now, the number of views on dopamine-related topics has reached 340 million.

Liu Run, a famous business consultant, calls it emotional value, but I think it is more like an innovative combination of freshness.

Whether it is the above-mentioned popsicle collaboration, dopamine wear, or the recent MINISO blind box festival, the mobile game "Undetermined Event Book" jointly launched by Cha Baidao and miHoYo, they all reflect the freshness effect produced by the combination of different categories.

I even began to imagine whether in the future there will be a combination of experiences themed around endorphins, hormones, and serotonin?

It's really worth looking forward to.

Therefore, getting rid of the traditional path dependence and establishing a marketing method driven by freshness and social interaction can indeed stimulate people's desire to explore. I share this with you, hoping it will be inspiring to you.

Author: Wang Zhiyuan, WeChat public account: "Classmate Wang Zhiyuan"