The 5.5 million-fan Internet celebrity played the victim to gain traffic but failed! In addition to playing the victim, what else can content creation do?

Introduction: The article introduces the theme of this article, "The Way of Internet Content Creation", through a series of reflections on the recent hot topics of Internet celebrities' "crashes", points out what the author believes to be the bottom line, and shares some creative methods to provide guidance for content creators in the new media industry.

Recently, the internet celebrity blogger @金洋Jyan released a video titled "Why is cancer already in the late stage when it is discovered?" In the video, he claimed that he had been diagnosed with liver cancer. The test results and blood drawing images made people believe it, and the video was quickly played more than 20 million times.

Some careful netizens found that the video was marked with "This episode is purely fictional" at the end. These eight words are particularly eye-catching. Some people said that they can't understand those who pretend to be sick to gain traffic . Others said that they exploited the audience's sympathy and took advantage of others' mistakes.

Although the blogger deleted the content and apologized for the negative impact on society when facing the controversy, netizens did not seem to buy it. #Internet celebrity claims to confirm that liver cancer content is purely fictitious# became a hot search, generating 370 million reads and more than 7,000 discussions.

The reason why such a big controversy has arisen is self-evident. Just like the "Death of the Poor Number One Scholar" that caused Mi Meng to "disappear" in the public account field, it was because of the fake "non-fiction" that deceived the public's tears and sympathy, making people hate it. This kind of non-fiction work that is fictionalized by means of grafting challenges human nature, breaks the bottom line of the public, and makes the public have the illusion that their IQ is insulted.

The real poor have no place to express their misery, while the fake poor are "cheating" for traffic everywhere. How can the public be made to accept this reversal of priorities?

In an era where traffic is king, all marketing logic has become "traffic first", and content created purely for traffic has led to more and more cases of failure. As a self-media person, I still call on every content creator: content creation, please stick to the bottom line!

0 1Content creation, please stick to the bottom line

In order to win the attention of users, some content creators choose to skirt the line of soft pornography, some cover verbal violence with the cloak of creative freedom, and some choose vulgar and vulgar content to win the sympathy of the public...

It can be said that some people may challenge public sentiment and public order and morality in order to gain traffic, and gain short-term attention, but how long can the traffic brought by content that loses its bottom line be sustained? It is still worth thinking about by more people.

Content creation has no boundaries, but cultural connotation has a bottom line. Only content creation that combines "traffic first", "mainstream culture", "mainstream social values" and "viewability" can increase user stickiness and bring more sustainable traffic to the brand.

In today's era, content creation, as an effective way to obtain traffic, abandons the marketing methods that are borderline pornography, verbal violence, vulgarity and pitifulness, etc. How can brands create content? Perhaps, we can find some new directions for content creation in the new era from the following cases.

0 2Besides playing the victim, what else can we do with content creation?

In this era of frequent hot topics, it is difficult for brands to win the attention of users, and it is even more difficult to maintain stickiness with users. Brands will not give up any opportunity to go viral. In the new media era, what content can really go viral and bring about a brand's natural spread?

1. Reproduce the original ecological life and integrate poetry and distance into the content

When it comes to content creation, we have to talk about Liziqi, the ceiling of content creation. So far, Liziqi's content has shown the public the entire process of planting, growing, making and serving food on the table by truly recording "XX's life".

In this process, in addition to Li Ziqi's own efforts and the beautiful scenes, the "Li Ziqi" brand content vividly expresses the slow life of working from sunrise to sunset by showing the simple rural life. At the same time, the content integrates the production technology of traditional food culture, making the production style of Li Ziqi's brand content highly unified, but also contains a sense of mystery and beauty.

It has been more than a year and a half since Li Ziqi stopped updating her short videos, and there are many messages on the Internet asking for her to resume updating. This shows the influence of content and the popularity of content that replicates original rural life. It also proves that practical and authentic content is extremely attractive.

From the explosion of Li Ziqi's content to the users' urging for more content after it was discontinued, we can see that the idyllic life with poetry and distant places has become the emotional sustenance of the public, and is also the representative of high-quality content, which can attract consumers' attention, become the public's expectation, and can generate effective user stickiness. In the future, it is worth thinking about how brands are willing to continue to deepen their vertical fields and gain more traffic by continuously outputting high-quality content.

2. Dig deep into traditional culture and tell legendary historical stories

Similar to Li Ziqi's deep cultivation of rural culture are those who are willing to dig deep into content creation by reading history books. They share stories with great cultural connotations and tell the public more little philosophies of life and work.

For example, the Douyin account Putuoshan Xiaoshuai tells stories about historical and cultural celebrities to dig deep into the stories behind scenic spots, poets, lyricists, and other groups and scenic spots. He tells widely circulated content with his own characteristics and tells unknown love stories in a heart-pounding way. When talking about culture, he highlights the grandeur; when talking about history, he allows more people to experience the long history.

The stories that were originally hidden in poems, museums, and historical sites have now been turned into concrete artistic expressions with the explosive development of short videos. This makes the stories more vivid and allows people to travel through time and space to experience different life experiences, which is very moving.

At the same time, this kind of storytelling content can not only inherit and spread culture, but also cater to the aesthetic tastes of contemporary users and earn traffic for itself. It kills three birds with one stone. Why not do it?

Culture is the core of creation in the new era. Chinese civilization has a history of about 5,000 years. There are too many essences that deserve more people to dig deep. With a profound cultural heritage, the content is more worthy of careful appreciation.

3. Create jokes and bring a more relaxing experience to the public

In addition to the non-utilitarian natural pastoral scenery and the profoundness of traditional culture, content that knows how to play with memes is also very popular among the public. The reason is that "meme" content can make up for people's loneliness to a certain extent and provide an outlet for the public to vent their emotions, allowing more people to vent their anxiety and even laugh at themselves through "meme culture" to achieve the effect of self-healing.

Programs such as online variety shows such as "Talk Show Conference" and "U Can U Bias" are so popular among the public because of the memes contained in their content. With their bizarre story contents, they allow contemporary young people to vent and comfort psychologically, giving people a more relaxed and enjoyable experience, and also making self-media accounts that create memes and tell jokes widely popular among users.

Final Thoughts

It is obvious that marketing that relies on clever tricks and soft pornography may win a certain amount of traffic, but failure is inevitable and may even lead people to have wrong associations. Advertisements that touch the red line of safety are bound to go against the original intention of the brand.

For brands that want to leverage the commercial value of content, they must create content based on the brand’s own characteristics and tone, adhere to mainstream values, infect users with unique content, and ultimately achieve effective integration and dissemination of content with brand value, laying a solid foundation for achieving a marketing effect of synergy between brand and effect.

Author: Mr. Bingfa

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