Miaoya Camera is just one step away from becoming the first AIGC screen-sweeping case

Why did the Miaoya Camera, which quickly became popular in the social circle, not become "China's first AIGC screen-sweeping case"? This article deeply analyzes the marketing case of the Miaoya Camera and gives relevant suggestions. It is recommended for people who want to understand AIGC product marketing.

After ChatGPT became popular around the world, Chinese Internet companies launched a Hundred Models War.

But the only camera that has become popular on social networks through AIGC products rather than relying on the boss's bragging seems to be MiaoYa Camera.

It’s a pity that although it quickly became popular in the social circle, it didn’t go viral in the circle of friends. It’s just one step away from becoming the “first viral case of China’s AIGC”!

It became popular, so there must be something powerful about it; but it is a pity that it did not trigger fission. What is the problem? This is worth studying, so today's review is here. Let's talk about 5 points:

1. What is the Miaoya Camera?

In fact, it is a WeChat applet for AI photo taking, claiming to “generate a unique digital avatar.” Users upload 20 photos of their faces or upper bodies, pay 9.9 yuan, and they can get photos of various styles, the effect of which is to make the hippocampus “unemployed.”

Unexpectedly, the first industry to be laid off due to AIGC was not public relations and customer service, but portrait photographers.

2. Why is the Miaoya camera so popular?

If I were to explain it in one sentence, it would be: using AI technology to upgrade the cases that once went viral.

I think that MiaoYa Camera’s approach is worthy of reference for other AIGC product marketing.

If you have experienced the Miaoya Camera, you should have a sense of déjà vu. Do you remember the "Military Uniform Photo" in 2017? This h5 still holds the record of "the most visited media product in a short period of time". More than 800 million pv in 5 days, 127 million unique visitors, and a peak of 410,000 visitors per minute. What does it mean? In 2017, the number of Chinese netizens was 772 million, which means that at least 1 out of 8 Chinese netizens has made their own military uniform photos.

There were many cases of "imitation" afterwards, such as the "Republic of China photos", which also triggered a wave of screen-sweeping in the circle of friends.

I think the underlying logic of this “photo” is the same in stimulating users’ desire to share, which is also the reason for its popularity. This is the sense of superiority I emphasized in “Swiping the Screen”, and I also provided 3 senses of superiority at once, namely:

A sense of superiority is: "How beautiful I am."

MiaoYa Camera provides users with an opportunity to maintain their own personal image in the circle of friends. Look, how handsome (beautiful) I am!

Another sense of superiority is: "I'm so trendy."

The use of technology in portraits has achieved a "fake-to-real" effect in terms of photo quality. It looks more like me than photos in military uniforms or photos of the Republic of China, as if I actually took the photos in a photo studio. This leaves "social currency" for interaction in the comment area: I didn't take this photo at Haima, but it was produced through AIGC products. You see, how trendy I am (always at the forefront of new technology).

In fact, there is a hidden version of "superiority".

That is cross-dressing, men dressing up as women, fully demonstrating one's diversity and maxing out social currency!

Killing three birds with one stone, the MiaoYa Camera helped create such a great sense of superiority for its users, and it did become popular, but it was a pity that it did not go viral in the circle of friends and benefit from this wave of fission traffic.

3. Why do people say that Miaoya Camera has no screen refresh?

You may think I am being too picky, so here are two pieces of “evidence” that are not too exaggerated:

One is the WeChat index. Although the search data for "Miaoya Camera" has been soaring, the data source is basically all public accounts. The key data "Search" is very low, which means that many self-media like the uncle have paid attention to it and written related reports, but the proportion of people searching is very low.

The other is a third-party platform that specializes in mini-program rankings. The Aladdin Index shows that from July 17 to 23, in the weekly rankings, in the "Photography" category, "Miaoya Camera" was not among the top 30.

4. What’s the difference in the tone of Miaoya Camera?

I think there are 4 reasons:

1. Insufficient computing power causes the fission link to be too long.

This is the most regrettable part. To be honest, there hasn’t been a real screen-sweeping case in Moments for a long time, so I was very excited when I saw this mini program.

I saw people sharing photos on WeChat Moments and social networks on the evening of July 20. After some operations, the system showed: There are 4,545 people ahead of you who are making digital avatars, and the estimated wait time is 12 hours and 30 minutes.

That evening, I also saw in my circle of friends on WeChat that many of their friends had posted screenshots of themselves waiting for more than ten hours.

I often emphasize that the fission of WeChat Moments is truly decentralized communication. Other platforms are not, only WeChat Moments is. Therefore, to achieve the fission-style screen-sweeping of Moments, three conditions need to be met: stimulate sharing + enter the circle + the link is short enough.

To explain it in one sentence, it is: you need to find a group of people who not only like your product, but also have a strong desire to share it, and your product can be shared quickly by everyone.

Obviously, the "military uniform photo" has done it. On Army Day, for those who have never served in the military (circle), they hope to wear a military uniform to pay tribute to the holiday (inspiring sharing 1); I click on this h5 and soon receive a photo of myself in military uniform (the link is short enough); the most important thing is that I look so heroic in the military uniform photo, and I want all my friends to know that I am handsome (inspiring sharing 2).

As for Miaoya Camera, it lost in the “link”. If what you see is what you get, the fission process of users sharing in Moments will be stopped, or become segmented, and it will not be able to achieve geometric growth of 1 to 10, 10 to 100. The real Moments screen-sweeping should be a flood that explodes in a short period of time, but Miaoya Camera has become a “drip drip drip”.

If ChatGPT's reply had to wait 10 hours, I don't think it would have been popular on social media no matter how good its reply was.

2. The price of 9.9 yuan kept many people at the door.

This is easy to understand. Free is king. Not only is it not free, but you also make me wait so long. On the other hand, this is the advantage of large companies doing social marketing of AIGC products. They must have both computing power and be free.

3. Social fission “cold start”, choosing the wrong Xiaohongshu.

According to media reports, the public beta of Miaoya Camera started on July 17, and the first batch of user-generated content was placed on Xiaohongshu, and then the traffic was directed from Xiaohongshu to the mini program. Indeed, from the perspective of planting grass or beautiful pictures, Xiaohongshu is a good content production platform, and I think it is okay to send invitation codes on Xiaohongshu.

But from the perspective of fission, WeChat community and Moments fission are definitely the core channels. After all, it is a small program itself and needs to stimulate users' desire to share. I think it is better to study the user circles based on the WeChat ecosystem instead of studying Xiaohongshu.

4. Lack of a “big trend” to take advantage of.

Military uniform photos are for the Army Day, Little Red Riding Hood is worn in WeChat profile pictures because of Christmas, and the national flag is added to WeChat profile pictures because of National Day... You see, every screen-sweeping event has a general trend. Communication needs to take advantage of the trend, and once you take advantage of it, it will follow the screen-sweeping trend. From this perspective, the communication nodes of Miaoya Camera are not actively associated with graduation season, travel season, concert season...

5. The team may not yet realize the importance of public relations.

At least from the current situation, the MiaoYa Camera team is very low-key and does not want to accept any media interviews, but it has also been caught up in a public relations crisis due to privacy issues.

I think it’s a good idea for the team to focus on making products, and it’s a very pragmatic approach to do it first instead of bragging about it first. But the startup team obviously doesn’t pay enough attention to public relations.

When a product's social marketing enters a critical moment, the media is a very important booster. Good marketing can form a "positive cycle" for the promotion of the product on the user side and the volume of the media side. Don't have the mentality of "good wine needs no bush".

5. What homework can AIGC copy for product marketing?

Actually, I have mentioned it above, so let me summarize it briefly here and talk about 3 points.

1. Choose a popular case in the past and use AI to do it again. For example, upgrade the user experience and pay attention to any "trends" that can be leveraged.

2. To expand the WeChat Moments, you need to pay attention to sharing motivation, links and circles. Only then can you enjoy the social dividends of WeChat. All of them are indispensable. Any resistance that can reduce the user's sharing motivation should be reduced as much as possible, such as charging and waiting.

3. Pay attention to public relations, but don’t brag too much or be too self-indulgent. Enterprises should learn to show themselves on the “wave”. It’s not easy to catch a wave, so don’t waste the media’s enthusiasm for you. The media is an important part of all phenomenal events.

Author: Almighty Uncle

Source: WeChat public account "Almighty Uncle"