Top 10 Most Popular Case Studies of 2022

When planning and producing any social communication or marketing materials, brands should seriously consider one question: In the era of "eye-catching" where users may swipe away after watching for 5 seconds, what emotions can I use to firmly grasp readers and make them quickly attracted by my communication materials, and then resonate and share, instead of always thinking about the embedded advertisements and the so-called creator plot. The author of the following article has listed eleven cases for us, let's take a look.

The second part of the 2022 annual review - the top ten screen-sweeping cases.

The 10 selected screen-sweeping cases must meet two conditions:

One is to have a clear or obvious commercial purpose. For example, although "Second Uncle" is very popular, it is not a collaboration between a certain brand and an up-master, but Mo Yan and the May Fourth short video on Bilibili were selected;

Another reason is that the screen-sweeping scene is mainly in the WeChat ecosystem, not Weibo or TikTok. Of course, those who became popular on other platforms and then spread to Moments, or those who became popular on Moments and then fed back to the original platform, also count, such as Dong Yuhui and Dongfang Zhenxuan.

Based on the above principles, the uncle team finally selected 11 cases that will be popular in 2022. The following are the details in no particular order.

1. Dong Yuhui (Eastern Selection)

Event Summary:

According to Dong Yuhui's own account, he had been broadcasting live on the Oriental Selection for more than half a year, with the same style, and he was scolding himself in the live broadcast room. But on June 10, 2022, things suddenly changed qualitatively.

Yu Minhong mentioned in his review that on the morning of June 10, a netizen saw Dong Yuhui's live broadcast and thought it was very interesting. He sold things, spoke English, and was humorous and humanistic. The netizen took a screenshot of a nearly two-minute video and forwarded it to his friends. It was just such an ordinary forwarding that led to viral spread.

On the evening of the 10th, the number of people online at the same time in the Oriental Selection live broadcast room exceeded 100,000.

Five days after the short video went viral, Dong Yuhui and Oriental Selection took the entire Internet by storm.

Dong Yuhui treated the live broadcast room as a "press conference", embarking on the road of being a "drama queen" (there is no derogatory meaning here). New Oriental's public relations team (or the live broadcast room content operation team, anyway, it assumed this function) also acted quickly and secretly built momentum behind the scenes.

Teacher Dong accepted an interview and spoke many golden sentences. In the live broadcast room, he talked about Su Shi, sixpence, his mother, his nephew, and his old colleagues at New Oriental. He even cried on the spot...

With the help of the media, Mr. Dong continued to create news topics for the "New Oriental Live Room". Even Yu Minhong's WeChat message to Dong Yuhui to thank him became a hot topic, and he added: Dong Yuhui's reply is too witty...

I wonder where this WeChat screenshot was leaked from? It smells like a PR plot. No pit fee, another wave of good reviews, or the supplier leaked it...

Uncle's comments:

1. Short video screen-sweeping cannot ignore the circle of friends

Many people think that swiping the WeChat Moments is outdated, and they have invested their energy and money in short video platforms. But this incident proves that the spread of short videos must be "parasitic" on WeChat Moments in order to find the real traffic code.

2. The PR behind the screen-sweeping is not lying down

The screen-sweeping in New Oriental’s live broadcast room is by no means a lazy PR exercise, it involves many PR-planned actions.

3. Screen swiping also requires momentum

If Dong Yuhui had tried hard for three months and still saw no results, he would have chosen to give up live streaming and really gone to teach, without waiting until Li jq got into trouble and Lao Luo quit the Internet, then this case might not have happened.

For corporate communication operators, on the one hand, they need to learn and summarize other people's screen-sweeping techniques, and on the other hand, they need to see the Tao (potential energy) at the time. For example, the popularity of Liu Genghong's live broadcast of aerobics is actually closely related to the multi-day epidemic in Shanghai and the urgent need for Douyin Live to expand its circle.

2. Liu Genghong

Event Summary:

If we talk about the most phenomenal communication case in 2022, if Liu Genghong ranks second, I guess no one would dare to rank first.

In December 2021, Liu Genghong signed a contract with Wuyou Media and started live streaming on Douyin. From December 19, 2021 to February 17, 2022, within two months, Liu Genghong and his wife live streamed a total of 9 shows, bringing in a total of 6.6542 million yuan, which is not as good as a mid-level influencer. After repeated "failures" in live streaming, Liu Genghong began to try to regain his expertise in fitness and switched to live streaming fitness.

On February 18, Liu Genghong started his first fitness live broadcast, which attracted 247,300 viewers. In the following two months, his fans gradually accumulated to 5 million. But what really made him popular and broke the circle was a live broadcast "accident" after a series of oolong bans.

On April 5, during a live fitness show, Liu Genghong accidentally revealed his armpit hair and was warned by the TikTok system for being "indecent" for the first time, and was suspended. On April 6, because his body (chest) was too (big), he was warned by the system again and was directly suspended again.

After many battles of wits and courage with the TikTok system, Liu Genghong and his wife wore down jackets to do aerobics in the live broadcast on the morning of April 7. However, wearing down jackets to do aerobics was not planned in advance, but was put on randomly, which made Liu Genghong's fitness live broadcast completely break the circle.

At the same time, with the lockdown in many places including Shanghai, "Liu Genghong girl" has become a popular term.

On the evening of April 21, in order to surpass the trending search of 10 million followers in 7 days, Liu Genghong began to use his "killer move". In the fitness live broadcast that night, after the "Shuttlecock Exercise" had no new topics, he quickly created a new set of exercises - the name changed from "Compendium of Materia Medica" to "Dragon Fist", and the corresponding movements were more difficult. It was precisely because of this "upgrade" that Liu Genghong once again became popular.

Wearing a down jacket and doing aerobics, and using a dragon fist to scare off 400,000 Liu Genghong girls, the topics triggered by the two live broadcasts have doubled in magnitude and become popular in the decentralized social media communication. Although there are accidental factors, the creation of content and topicality has become the core of the popularity. Of course, Liu Genghong's choice of Jay Chou's Chinese-style music and his close relationship with Jay Chou have become the key side dishes for this popularity.

Uncle's comments:

1. Liu Genghong's screen-sweeping routine was copied by Dong Yuhui

The live broadcast video material was edited in large quantities and made into shorter videos, which were then spread through various channels. This operation method was first invented by Liu Genghong and then copied by Dong Yuhui. Xiao Yangge also used this routine.

2. Both borrowing momentum and creating momentum by swiping the screen are important

As mentioned above, Liu Genghong's screen-sweeping has a lot to do with the need to release emotions under the epidemic lockdown. However, from the live broadcast positioning, to accidental events, to continuous topic hype, it actually requires in-depth strategies and quick effects from the artist himself and the MCN agency.

3. Audi's "Life is Little Full"

Event Summary:

This should be the short video that will truly take the screen by storm in 2022.

On May 21, 2022, the day of Grain Full, one of the twenty-four solar terms in China, Audi released the video "Grain Full in Life", which has generated more than 100,000 reposts, likes and collections on its video account, and nearly 5 million likes on Andy Lau's personal Douyin account, and the total number of views is estimated to have exceeded 100 million.

Unfortunately, as the "plagiarism" incident that night caused a screen reversal, Audi officials took the initiative to remove the video. Although the two parties reached a settlement, the video was not put online again.

Uncle's comments:

1. Festival marketing + group emotions trigger screen swiping

The screen-sweeping of "Life's Xiaoman" is very consistent with the views in the uncle's "Screen-sweeping". The core is to take advantage of the situation, but it is divided into two levels: "technique" and "Tao". The "technique" refers to the skills of taking advantage of the situation in holiday marketing. Previously, brands paid more attention to "big festivals" such as the Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival. The other festivals of the 24 solar terms were not taken seriously, but this time "Xiaoman" successfully broke through.

"Tao" refers to group emotions. Why is "Xiaoman" so popular? Because brands use the solar term "Xiaoman" to convey a philosophical wisdom of life. In short, "Xiaoman is enough, be content with what you have", especially in 2022 when many places have been under lockdown for a long time and the entire epidemic has lasted for 3 years. Everyone needs a "placebo" in some sense.

2. Brand spirit implantation should be more important than product function

Uncle repeatedly emphasized this point in "Swipe the Screen", and Audi did it very well, because if you want to swipe the screen in your circle of friends and hope to get everyone to share, the biggest premise is: this is not an advertisement, but it speaks for me what I want to say but cannot say. Audi's placement in the entire short film is very restrained, which is also the key to achieving the swipe. Of course, Andy Lau's IP is also a plus.

3. The “plot twist” made the video more popular

The plot twist did make the video more popular, but this was definitely not intentional plagiarism by Audi, or a joint plan with "Brother Man", because the traffic brought by such negative word-of-mouth would definitely cause more harm than benefits to the Audi brand and Andy Lau, and this is the "bottom line" that mature brands must maintain.

4. Station B: "Don't Be Blown Away by the Wind"

Event Summary:

May 4, 2022, is also the third year that the B-station "Hou Lang" has been on the screen. There are still many parties involved in the marketing of leveraging the trend, including but not limited to: B-station "Not Blown Down by the Wind", Kuaishou "Youth Ten Thousand Meters", Yili "Su Shen", Feihe Milk Powder "Struggler! Youth", Peak "Brain", Jindian "Human", TCL "Imagination", NetEase Cloud Music "Dare", JD.com "What is Youth".

The uncle also wrote a special collection analysis. Why do so many brands want to participate in the May 4th Youth Day in 2022? One background is: the 100th anniversary of the founding of the Communist Youth League of China. But in terms of the quality of the videos that took advantage of the situation, only Bilibili and Mo Yan's "Not Blown Away by the Wind" were popular. In fact, Yili's "Su Shen" is also good, but unfortunately the content is still inferior to Bilibili and Mo Yan.

The news I got was that at 5pm that day, the video had been viewed over 10 million times on WeChat Video Account, and had been forwarded nearly 400,000 times, far exceeding the data on Bilibili (5.17 million views + 135,000 forwards), and only 21,000 comments slightly surpassed the video account. It is worth mentioning that this letter was really written by Mo Yan himself, not by an advertising company.

Compared with the previous two times, Bilibili has restrained its "sharpness" this time. Mo Yan tells two short stories: the Xinhua Dictionary and grandfather through a question from a young person - "What should we do when we encounter difficulties in life?"

In 2022, the number of college graduates will exceed 10 million for the first time. With employment pressure and three years of the epidemic, against this background, Bilibili tells young people through Mo Yan to "hold on" instead of shouting slogans. I feel it is simple and warm, which forms a sharp contrast with other cases that encourage young people to do more.

Uncle's comments:

1. Festival marketing + group emotions trigger screen swiping

The screen-sweeping routines of "Xiaoman" and "Not Blown Away by the Wind" are almost identical. They both found a festival, saw into the public mood, and provided a content carrier for self-release, thereby achieving the transmission of brand spirit. Everyone seems to understand the truth, but it is difficult to actually do it, because it is difficult to resonate with the public and difficult to implant the brand.

2. Social marketing is no longer a shortcut

If you are a brand, you need to ask yourself a question: Do you have your own festival? There are not many parties like Bilibili that can persist in making "May Fourth" short videos for three years. Now, Bilibili's mental advantage on "May Fourth" is unmatched.

I am not blindly praising Bilibili, I just hope that brand owners can think clearly about when you need to make an important voice on behalf of your brand each year. You need to think clearly about this, and then combine the characteristics of your own platform and users, and persist in doing it, so that you can have the possibility of detonating and going viral. Social marketing techniques can be speculative, but strategies cannot be speculative, and long-termism is needed, because the era when you can go viral by making a poster that takes advantage of the situation is gone forever.

Since everyone is saving money on social marketing, let's concentrate our efforts on doing big things.

5. Mengniu; Gu Ailing

Summary of the event; Uncle’s comments:

The 2022 Beijing Winter Olympics has attracted the attention of the whole nation, and the athlete who has received the most attention must be Gu Ailing. According to rough statistics, she has more than 30 commercial endorsements, but which company can stand out?

The uncle thought it was Mengniu.

What makes Mengniu great is:

1. Compete with Yili for resources

With Yili as the official sponsor of the Winter Olympics, it is very difficult for Mengniu to sign athletes and overtake them. It is a test of luck and foresight. Signing Gu Ailing early on has enabled a series of actions in 2022.

2. Strong bond with Gu Ailing

How to make the brand and Gu Ailing strongly bind during the Winter Olympics is also very difficult. In a post-match interview, let Gu Ailing mention "China Bull" in her response, and then put "China Bull", "Mengniu" and Gu Ailing's advertisements all over China. This is a classic example of "advertising PR".

6. Hisense; World Cup

Summary of the event; Uncle's comments:

The World Cup and the Winter Olympics formed a screen-sweeping effect at the beginning and end, and are also the two biggest "trends" in 2022.

Although Mengniu still performed well, I would like to focus on Hisense here. After all, the advertisement "Second in the World, First in China" became popular due to its controversy. It is also a typical "advertising PR" strategy.

In fact, as early as the World Cup in Russia, Hisense had put up the slogan "Chinese TV, Hisense No. 1", and four years later it was just a repeat of the old trick, but it backfired unexpectedly... Under pressure from public opinion, Hisense was "forced" to change its slogan to "Made in China, work together", and then updated it to "Do it well, compete to be the champion" in the final. But compared with Mengniu's self-deprecating advertisement in the final, Hisense's ability to create memes is slightly worse.

If we were to ask what the biggest inspiration this case of Hisense is to its peers, I think it is “no controversy, no go out of the circle”. Controversial content can go out of the circle, attract the attention of other circles, attract the attention and coverage of the media, and further expand the circle.

In fact, the brainwashing advertisements of the Russian World Cup also rely on controversy.

7. NetEase Cloud Music "Annual Listening Report"

Summary of the event; Uncle's comments:

The annual playlist screen is reserved for NetEase Cloud Music. Although in fact, another content of NetEase at the end of 2022 is more popular, for some reasons, I will only talk about the playlist.

After all, similar routines can generate a wave of traffic in the circle of friends every year. NetEase’s “skills” in screen-sweeping are still very solid.

Uncle saw that NetEase Cloud Music still made some micro-innovations in the 2022 playlist, such as: adding your favorite songs in the four seasons, etc., and the pictures are more healing in style.

The annual report first began with NetEase Cloud Music in 2016, and has been on the screen almost every year. Latecomers have also followed suit, including but not limited to: QQ Music, Kugou Music, etc.

NetEase Cloud Music's annual listening report meets the four driving forces of "Swiping the Screen", namely: helping users provide social currency (my personal listening privacy has been exposed, everyone come and care about me), establishing a good persona for users in the circle of friends (I am a literary youth), a sense of ritual (year-end summary, every year), and emotional swiping (I express myself, therefore I exist). It is worth mentioning that this is also the only h5 that can swipe the screen.

Music is indeed closely related to emotions and is more likely to be inflammatory, but if it is a similar routine every year, I have a question mark as to how far NetEase Cloud Music's screen-sweeping trend can go.

Due to previous privacy incidents and of course other reasons, Alipay bills are no longer visible this year.

8. Sheep a sheep

Event Summary:

This is a phenomenal WeChat mini-program game.

"Sheep, Sheep", a game that claims to have a clearance rate of less than 0.1%, became a hot topic on Weibo on September 14, 2022, and then exploded on the Internet. The traffic was so high that the server crashed three times in two days. As of September 16, the topic "Sheep, Sheep" on Weibo had been read 2.54 billion times. As of September 19, the WeChat index reached its peak, with the keyword popularity reaching nearly 390 million.

While the game was trending, two pictures about revenue circulated in WeChat groups made the incident even more popular. The pictures showed that the game had a single-day revenue of more than 4.68 million yuan. Although Ma Huateng refuted the rumor on September 15, saying that the pictures were photoshopped.

Uncle's comments:

1. The key to the explosion is to swipe the WeChat circle

According to the founder's interview, the game was first launched on Douyin in August 2022, but after one month of mediocre data, the project team gave up. Later, some fans suggested that a WeChat version be released, and it was launched on the WeChat mini program in September.

On the first day on WeChat, my colleagues shared the game with their family and friends, and more than 100 users joined. Then, after about 10 days, the game had nearly 1 million daily active users (daily active users, DAU), because the game became popular among college students.

Tik Tok is a public domain and WeChat is a private domain, and this case demonstrates this very clearly.

2. Social games serve social topics

"Social games are actually games that serve social interaction. My game will produce whatever content the social interaction needs. If it is not needed, I will remove it." Compared with the game itself, sociality and topicality are the fundamental reasons for the popularity of "Sheep" . It has been on Weibo's hot search list 12 times in 2 days, and each topic makes this game further dominate the screen and go viral.

A good or popular thing will have human nature. As long as one point of human nature is brought to the extreme, it can be made into a social game. This game makes full use of the multiple characteristics of the circle of friends, such as superiority, curiosity, complaints, and participation. "Sheep Sheep" finally set an example for mini-program games.

9. GQ Lab: Red

Event Summary:

On August 11, 2022, GQ Lab pushed an article titled "Red!" on the official account, which went viral on WeChat Moments.

This article, with "beauty" as its theme, interprets 150 different kinds of beauty in 150 sentences. All the sentences are presented to readers in an automatic pop-up manner. It is actually a soft article to promote Shiseido's 150th anniversary live broadcast.

In the past few years when the traffic of public accounts has been declining, it is rare to see a public account article that has swept the screen with its creativity. This article not only easily received more than 100,000 views, but also received 36,000 likes and 15,000 views within 24 hours.

Uncle's comments:

1. Innovation in typography and copywriting is indispensable

Many people think that this article went viral mainly because of the creative layout. But in fact, SVG interactive graphics have been used very well by many brands, such as Apple. I am more inclined to believe that this viral article is a joint innovation of layout and copywriting, because no matter how beautiful and creative the layout is, the copywriting is the core.

Among the 150 kinds of beautiful copywriting, there are always a few that can resonate and establish a sense of identity with the readers. Coupled with the creativity of WeChat typesetting, you may be eager to share it before you even scroll to the advertisement at the end of the article.

2. “Micro-carving” means constantly testing the sense of the network.

Luo Yonghao mentioned this case in his New Year's Eve speech and summarized it in a word: "micro-carving". What does it mean? It means that after having a basic copy and creativity, how to further carve and polish it to turn the work into a fine product.

Uncle understands that the "micro-carving" here means constantly standing in the reader's perspective to optimize the copywriting and layout, and to test the online sense of the article again and again. I think this is one of the core reasons why GQ Lab can often produce hot products. 3. The depth of brand implantation will affect the screen.

In fact, this is one of the core reasons why the article went viral, that is, Shiseido's advertising placement is not hard, and it still emphasizes the brand concept rather than the function of a single product. I also saw that some people think that the "Red!" virality made GQ Lab more popular, not Shiseido. I think this is nitpicking.

It is becoming increasingly difficult to flood WeChat official accounts with soft articles, but WeChat official accounts are still one of the best vehicles for self-propagation in the circle of friends.

10. QQ "Myself in Another Dimension"

Event Summary:

This is an AI painting function released by Tencent. In fact, the entrance is quite deep. You have to open QQ and search for it in "Small World". When users upload a photo, a comic-style photo can be automatically generated.

You only need to upload a photo and travel to the second dimension with one click. The QQ Small World Second Dimension Generator - "Me in Another Dimension" has not only been popular in WeChat Moments and communities, but has also become popular abroad.

Uncle's comments:

1. “Technology swipe” finally returns in 2022

This year is a year of explosive achievements in the field of artificial intelligence. First there is AI painting, then there is chatGPT, and then there is the "two-dimensional generator", which can quickly sweep the WeChat Moments. This is what I said a few years ago - a typical technology sweep. New technology or technological progress will bring better user experience.

2. Technology enhances users’ sense of superiority

Taking the “I in Another Dimension” as an example, the upgrade of AI painting function can turn a very ordinary photo into something magical, greatly enhancing the user's sense of superiority. I have become more handsome and beautiful, and thus actively share it. Of course, the contrast brought by the before and after comparison of the photo will also increase the fun and stimulate forwarding and sharing. The uncle saw that after the “I in Another Dimension” screen was flooded on QQ, other platforms quickly followed suit, including but not limited to: Douyin, Baidu, etc. have launched similar functions and also gained good traffic.

I believe that as concepts such as the metaverse become more and more popular, similar screen-sweeping cases should continue to be optimized and replicated in 2023.

11. Luckin Coffee and Coconut Tree

Event Summary:

There are many cases of brand co-branding activities every year, but the only ones that really dominated the screen in 2022 are probably Luckin Coffee and Coco Tree.

On April 8, 2022, Luckin Coffee released a message on Weibo: "Countdown 3 days! This is the first joint brand in 34 years", and also accompanied it with a joint poster. On the left side of the poster is Luckin Coffee's classic coffee cup shape, and on the right side is a mosaic of black, red, yellow and blue bottles. Anyone with a discerning eye will understand that this is Coconut Tree.

After three days of warm-up, on April 11, Coco Tree and Luckin Coffee both officially announced that the two parties would launch a co-branded product "Coconut Cloud Latte".

The series of actions of this joint venture swept the circle of friends. On April 12, Luckin's official Weibo said that the total sales of Coconut Cloud Latte reached over 660,000 cups on the first day of its launch.

Uncle's comments:

1. “Earth” and “Tide” collide in the traffic pool

Looking back at this collaboration, Luckin Coffee has perfectly squeezed out all the topical attributes of Coco Tree, especially the simple and crude PPT design, the colorful and aesthetically pleasing contrasting colors, and the unscrupulous text layout, which have brought the "rustic" of Coco Tree to the extreme and turned it into a "rustic trend"! On the one hand, it is Luckin Coffee's powerful ability to create memes and play with traffic, and on the other hand, it is the natural brand attributes of Coco Tree.

2. The collaboration is to match the product and fundamentals

Luckin Coffee’s logic for this collaboration is very clear, and there are two reasons:

The first is to support the company's fundamentals. On the evening of April 11, Luckin Coffee announced that it had completed its financial debt restructuring. "With the support of creditors, we have officially ended the bankruptcy protection procedure as a debtor." Since then, Luckin Coffee has completely turned the situation around after two years. At this time, it needs a "show" to prove its ability to make money and tell a story to the capital market. "Coconut Cloud Latte" is this conspiracy.

The second is to emphasize the dominant position in the category. The superstar product "Raw Coconut Latte" sold 100 million cups a year, and other competitors have already followed suit. Luckin needs to seize this category and continue to innovate.

3. Three pitfalls to avoid in brand collaboration

I think there are three pitfalls in brand co-branding, namely: going beyond the circle, win-win and long-term. So how to carry out brand co-branding? Reverse thinking, turn the above three pitfalls upside down. Before Party A does brand co-branding, ask yourself three questions:

1. Why is my brand collaboration so popular and so popular?
2. Can I win more from co-branding?
3. Can co-branding bring rapid business growth?

Taking the case of Coconut Cloud Latte, both Luckin Coffee (Coconut Cloud) and Coco Tree have become popular through their respective strengths. Luckin Coffee has a clear strategy, won more, and achieved rapid business growth.

Although it is recommended to avoid the three pitfalls, if you only take one of them or one point in one of them as the goal of brand co-branding and can eventually achieve it, it would not be bad. After all, each brand is at a different stage.

From this perspective, Coco Tree contributed its "first time" in 34 years, created the highest point on the WeChat Index, attracted a large number of young users, and also gained something. The latter continued to strengthen its "rustic" brand attribute in a borderline way in the live broadcast room.

Finally, let me make a brief summary and talk about 3 points.

(1) All brands cannot ignore WeChat’s private traffic pool

In the era of “WeChat, Weibo and Douyin”, it seems that all brands are shifting their resources to short video platforms. But as you can see, fans on short video platforms are not truly their own, and it is impossible to form a closed loop of private domain traffic. Everyone is figuring out algorithms.

The founder of Yanglegeyang also said that this game was first launched on Douyin, but there was not much traffic and it was about to change projects, but it exploded on the mini program. Why? Because WeChat has private domain traffic and user circles, and it can achieve true self-propagation without paying WeChat a penny. In turn, WeChat has to pay you advertising fees...

Looking at Dong Yuhui again, it was actually thanks to the fission and screen-sweeping of his live short videos on WeChat Moments that he brought traffic and attention to his live broadcast room.

Data shows that WeChat's monthly active users have exceeded 1.3 billion. Although Douyin's monthly active users are close to 900 million, the data architecture and traffic distribution model of the two are completely different. Although both are based on the logic of "content finding people", WeChat relies on private domains and Douyin relies on algorithms. There have been so many phenomenal screen-sweeping hits in 2022, which is enough to show that WeChat, this huge traffic pool, is still a treasure. This is one of the reasons why I continue to write "Ten Screen-sweeping Cases".

(2) There are more “screen-sweeping materials”, but brands should not get tired of the old and love the new.

If you simply classify it, you can see that in 2022, there will be a lot of carriers that will go viral.

Dong Yuhui and Liu Genghong, and even Wang Xiaofei and Zhang Lan, all became popular through live streaming; Audi and Bilibili went viral through short videos; QQ's "My Other Dimension" and NetEase Cloud Music's "Annual Playlist" are actually H5s; Yanglegeyang is a mini-program, and GQ Lab's "Red" is a WeChat public account article; Luckin Coffee's joint venture relied on posters (outer packaging). Mengniu and Hisense became popular through their respective spokespersons and advertising planning in the Winter Olympics and the World Cup.

My definition of "sweeping the screen" is: any material that can be forwarded with one click in the WeChat ecosystem. From this perspective, the material that sweeps the screen is unprecedentedly rich. I would like to make a small suggestion that when choosing a carrier, brands should pay more attention to how to trigger the exchange of social currency, rather than paying attention to the newness or oldness of the material that sweeps the screen. I have seen that in 2022, many brands have made video account operations a standard feature, and have invested a lot of energy, material resources and financial resources to produce a large number of short videos. However, how many short videos with clear commercial attributes are truly sweeping the screen in 2022?

(3) Emotions are no longer a “technique” but a “way” to swipe the screen

I once regarded "emotional screen swiping" as one of the six "techniques" of screen swiping. Now, it seems that this is wrong, because public emotions are actually the "way" of screen swiping. In decentralized communication, everyone is the core. How to influence a single individual? It must be emotional material.

Judging from the cases of screen-sweeping in 2022, whether it is Liu Genghong, Audi's "Xiao Man" and B station's "Not Blown Away by the Wind", or even NetEase Cloud Music's annual listening report, all brands or individuals have insight into the public sentiment under the epidemic and found an emotional outlet for everyone. Of course, the "emotions" in negative screen-sweeping are stronger and more common.

My suggestion is that when planning and producing any social communication or marketing materials, brands should seriously consider one question, namely:

In the era of "eye-catching" where users may swipe away after watching for 5 seconds, what emotions can I use to firmly grasp the readers and make them quickly attracted by my communication materials, and then resonate and share, instead of always thinking about the embedded advertisements and the so-called creator complex. From this perspective, the explosion of KFC's Pikachu in Shanghai can also be regarded as an example.

Author: Almighty Uncle

Source public account: Almighty Uncle (ID: wannengdedashu).