“Dig, dig, dig” is a huge hit. What can brands learn from it?

"In the small garden, dig and dig, plant small seeds, and bloom small flowers." The simple and catchy melody, coupled with the affinity of the kindergarten teacher, has become a brainwashing song and a hit on the Internet. So, how did "Dig and Dig" become so popular? Let's take a look.

"In the small garden, dig and dig, plant small seeds, and bloom small flowers." This magical and brainwashing children's song has been circling in my mind in recent days...

Recently, whether you open Douyin, video account, Xiaohongshu or Weibo, you will see relevant information about "Wa Ya Wa Ya Wa". The simple, catchy and catchy melody, coupled with the affinity/gentleness of the kindergarten teacher, makes this song another brainwashing song after Mixue Bingcheng.

As a result, this song became popular very quickly, and was spontaneously discussed by many media outlets with the topic #挖呀挖呀挖#, which also attracted other netizens to repost it.

So far, the topic #挖呀挖呀挖# has been read 67.914 million times and discussed 4,774 times on Weibo. In addition, the video content of #挖呀挖呀挖 on Douyin has been played 640 million times.

In addition, the two kindergarten teachers who became popular with the song also received different degrees of attention. One of the kindergarten teachers became popular, and the topic #美女幼师凭挖呀挖呀挖走红# she brought up received 550 million readings and 18,000 discussions.

Whether it was the song that made Mr. So-and-so famous, or the two complemented each other and contributed to the explosive popularity, we can see from it that simple and easy-to-remember lyrics coupled with comfortable images and cute and pleasant music can indeed attract the public's attention. So, how did the path to the explosive popularity of Dig Dig Dig come about? Let's take a look.

1. The path to becoming popular by digging and digging

First of all , the first time I heard about Dig, Dig, Dig was when I saw a video on the video account recommending Teacher Taozi singing "Dig, Dig, Dig". I clicked on it and didn't know how many times it had been played in a loop. I estimated that it was at least ten times. Then I learned from the comments below that this was a kindergarten teacher who became a little famous with a nursery rhyme "Garden Planting Flowers".

We also learned that this teacher, based on his love for the education industry, did not sell goods through live streaming as everyone said after becoming famous. It is reported that he continued his daily work under the pressure of widespread attention, sticking to his original intention and maintaining his passion. At the same time, Teacher Taozi's video received 7.3 million likes and 1 million fans.

Secondly , we once again learned about the popularity of this song from another kindergarten teacher, whose Douyin name is @音乐老师花开富贵. It is reported that before this teacher released the "Digging Digging Digging" video content, the number of likes and collections was maintained at tens of thousands to hundreds of thousands. However, after releasing the "Digging Digging Digging" video, it instantly became popular and the number of fans increased from the original 460,000 to 5.497 million. At the same time, the video content received 5.69 million likes. Presumably, as Digging Digging becomes more popular, the data will continue to rise.

At present, there are more discussions online about the music teacher Mr. Huang’s video than about Mr. Taozi’s video. We can also learn from the volume of discussions that the song + video content is not only loved by children, but also favored by adults.

It is reported that after Mr. Huang became popular, a big brother gave him gifts. Every time @音乐老师花开富贵 does a live broadcast, the number of online viewers is more than 100,000. If this rate continues, the teacher will gain more than just a huge number of people and gifts from a big brother. As for whether this state can be maintained, it depends on the subsequent flow of tap water.

2. Digging and digging, what reference ideas can be brought to brands?

In the Internet age, short video platforms have a large amount of traffic, and there are countless Internet celebrities who have become popular on them in recent years. The most impressive ones can be listed one by one, such as @张同学, @嘎羊少女, @疆域阿力木 and the star @刘庚宏, etc.

Every time a popular online celebrity becomes popular in the short video field, we can single out some points that can be used as a reference for brands. And this time, what reference ideas can the popularity of Wa Ya Wa Ya Wa and Kindergarten Teacher bring to brands?

1. Can it trigger secondary creation by netizens?

Content that can trigger secondary creation by netizens must have stimulated everyone's creative enthusiasm in some way. Take "Wa Ya Wa Ya Wa" for example. It is not enough to just rely on the eye-catching beauty of the kindergarten teacher and the brisk rhythm of the nursery rhyme. The beauty of the kindergarten teacher is just an introduction, and the nursery rhyme is a brainwashing hook to focus everyone's attention on one point, so that everyone can participate crazily. Only after they are integrated into it can the exposure range of the content be expanded.

Taking the content created by netizens as an example, it can be said that it covers all industries. There are also all kinds of versions, such as: fire version, teacher version, adult work version, dialect version, anchor version, family status version, rich and poor version, maintenance version, animation version, etc.

In addition, the digging and digging style content created by netizens is full of humor. For example: "I work in a small company, climbing and climbing, earning a small salary, but it is not enough to spend", "I dig and dig on the construction site, digging and digging, digging out optical cables and having to pay 138,000 yuan", "Dig and dig in the deep mine, digging a lot of coal to light up thousands of homes"...

2. Can it provide an outlet for the public to relieve their emotions?

It is a little unexpected that a simple nursery rhyme can make a kindergarten teacher go viral. However, once the content spreads on the Internet and becomes viral, it must have attracted some kind of emotion from most people.

In today's rapidly changing and increasingly competitive environment, whether you are in the workplace or not, you will more or less experience stress, anxiety, emptiness and unhappiness. If you want to seek a breakthrough and escape from negative emotions, you have to find the right outlet.

At this time, the place that can bring people brief happiness and instantly escape from negative emotions is the short video platform, as well as the content in the short videos that makes people forget their worries and sorrows.

This nursery rhyme sounds simple and cute, and people can easily remember the melody and lyrics without thinking too much. In addition, the affinity and comfort that kindergarten teachers exude when they teach seriously and treat children will instantly heal anyone who sees it.

3. Whether you can take advantage of the right time, right place and right people

In order for an event to become a hit due to the right timing, location and people, first of all, it depends on whether the strength of the content can support these three points.

In the Internet age, everyone is scrambling for traffic, but traffic is fleeting. Some content can briefly gain the opportunity to harvest traffic, while some content can withstand the passage of time and become classic cases over time.

Take for example a popular song by Mixue Ice City, the lyrics are simple and easy to remember and the melody is catchy, which is similar to the popular song "Wa Ya Wa Ya Wa". Mixue Ice City gained high-frequency traffic, volume and sales with this song, and also improved its brand influence. After gaining high-frequency traffic, whether "Wa Ya Wa Ya Wa" and "Beautiful Kindergarten Teacher" can improve their value depends on the follow-up situation.

3. Final Thoughts

Short videos are a place where ordinary people can quickly become popular, and after becoming popular, they can also reap dividends with their popularity. When the popularity is over, the next hot event and Internet celebrity will appear. This is the natural law of the Internet age.

Author: July

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"