How the Vaping Industry Can Grow Through Influencer Marketing
Over the past two years, we have all witnessed the rapid development of the influencer economy. In the internet era, driven by entertainment and viral attention, almost anyone can become famous overnight. Many companies hope to use influencers to boost pr
In the past two years, we have witnessed the development and growth of the Internet celebrity economy, and the popularity of Internet celebrities is pervasive. In the Internet era when entertainment and watching are on the rise, every individual may become popular in an instant. Many companies hope to use Internet celebrities to help sell their products. Some are unknown people before, and some are already well-known. The e-cigarette Internet celebrity economy has led China much abroad. For example, we know Xiao Lizi, who often smokes e-cigarettes in public. The domestic e-cigarette Internet celebrity economy is still groping forward. Today we have a brief discussion on the development of the domestic e-cigarette Internet celebrity economy.
I once said,"The e-cigarette industry has a beautiful wish to package itself into a trendy cultural industry. The wish is good, but it is never mainstream because it lacks cultural idols." Many people oppose it and say that my butt is not straight. Whatever you have pulled, you must finish it no matter what. In fact, the logic of this sentence is fine, but there are a few annotations missing in the middle.
First, I didn't understand the term "e-cigarette industry." In China, e-cigarettes are far from forming an "industry", only "products". To call it an "industry", at least there must be industry rules, self-discipline, and standards. E-cigarettes lack all three. The situation in the e-cigarette stage is that various manufacturers are licking each other's designs, making products that change the soup without changing the dressing, and making a profit. They have a bit of a single product design concept and are far from brand foresight. Channels are not like channels. Most of the special second-way dealers treat themselves as logistics transfer stations and charge a toll of five yuan and ten yuan. After sales, it's none of my business. I can make a profit.
Second, the term "cultural idol" is also inappropriate. The premise of cultural idol is that a cultural circle has been formed, and then one can push an idol among the dwarfs. The problem is, the so-called steam culture nowadays is not culture in itself, so how can we promote idols? Ask a few people who call themselves vapor, what is steam culture? Ten out of ten answers are different, which is particularly nonsense. Cultural connotation, not to mention being as uniform and neat as the core "Twenty-Four Mantras" of socialism, must at least be close to relatives. If people in their self-proclaimed circles are not sure what they are playing, it can only show that this thing has its own appearance and no core.
This is a personal experience. Previously, when he participated in an e-cigarette exhibition on site, a guy interviewed was probably too excited and proudly said that e-cigarettes made him feel free. Phew, can you still breathe out freedom and democracy by smoking e-cigarettes? I really think of myself as a "Han San Pian", who will believe it.
E-cigarettes have no culture yet, but they are in urgent need of participating in the cultural circle. If there is a need, there will naturally be practice. Someone slapped their heads and thought of a good idea: "Aren't these people who play e-cigarettes still playing something else? Make big data, rank among the top few circles, and put together to create steam culture! "That's a good idea, so there was a" Blow Bar ", which brought together people from various types of e-cigarettes, tattoos, skateboards, and dead flies. The stage was set up first, and the singers would naturally come. What's more, everyone was a drama master and could perform flowers without a script.
This cultural reconstruction method of crossing the river by feeling the stones is very crude. The platform is set up first, and you can always find some ways to communicate and ponder it yourself. Therefore, since there is no culture, there is no way to talk about cultural idols. At this stage, at most, they can be called Internet celebrities.
Looking at it this way, the phrase "The e-cigarette industry has a beautiful wish, which is to package itself into a trendy cultural industry. The wish is good, but it is never mainstream because it lacks cultural idols" needs to be slightly revised. The accurate way to express it should be: #p#Pagination Title #e#
"This group of people who produce and sell e-cigarette products all have a good wish to sell the products they sell as a fashion brand. The wish is particularly good, but it is never mainstream because of the lack of Internet celebrities who smoke e-cigarettes."
If you are talking nonsense, you must be responsible. Since the problem has been found, you can't just oppose and not build. You can't do anything that is too crooked. Let's talk about how to create a steam Internet celebrity.
Some people say that Internet celebrities must be able to tell jokes. Bullshit. Who doesn't have a few funny people around, and even burp can make people laugh? Why isn't it famous?
Some people say that Internet celebrities are good. You ask Du Niang, young meat, models, tens of millions of messages came out, and you know a few.
Some people say that Internet celebrities must have money. This is the point. If you have money, you can buy traffic and promote it to become an Internet celebrity, but it is not a necessary condition. No matter what, you still have to talk about the output ratio.
People are always interested in maverick people. The most important reason why Internet celebrities can become Internet celebrities is that they can create unexpected personalities. The e-cigarette circle is too small. Just by blowing smoke rings, you can't hit the public's G-spot. The most affordable way is not to mold yourself into a "Internet celebrity vapor", but to find a way to mold yourself into a "Internet celebrity who can vape." This way, the audience will be wider and the success rate will be higher.
Which personalities are more easily accepted by the public?
First, pretend to be a "fighting nation." Compared with being gentle and reasonable, the public is happy to see an Internet celebrity idol with explosive combat attributes, who comes whenever he calls, fights whenever he comes, and will win when he comes. This kind of person is particularly painful for hormones.
"The Crowd" says: "The masses only have emotions and have no independent thinking ability." In a fast food society, it is too difficult to mobilize public emotions rationally, critically, and logically. It is far less cheap than two bites of saliva. In the wave of writing styles of "not turning is not China," if you haven't reached the reader's emotional G point after 500 words, the remaining 5000 words are basically in vain. Everyone is waiting to forward it and receive Father Ma's Q coins. No one has time to play in depth.
Like Master Li, he can scold and spit with good evidence. Most people can't learn it. The simple way to get started is to create an "imaginary enemy". First think about what you are best at spraying, and then determine what to spray. The so-called "first set a target and then start spraying. It's as red as papi sauce, imon and a few hands, but that's all.
Second, self-dwarf. Are the public willing to listen to the preaching of people from high above, or do they like to watch Principal Wang spray green tea while eating chicken? Self-dwarfing can achieve empathy and win the favor of the audience. The first person to make good use of this method was Xue Zhiqian. He was able to perform on stage, and he was able to trade. Wen could laugh at himself. Wu could single-handedly entertain reporters. He lowered himself in all directions without any dead corners, and always sold himself to pretend to be stupid. Although the character design has since collapsed, those are all afterthought and will not affect routine operations.
Third, label. To put it bluntly, it is to give your audience a hat and a title. It would be better if there was a catchy slogan. When there is a certain fan base, it is imperative to label fans. Only by giving the fan group a common symbol can fans have recognition and positive feedback on what you say in their hearts, and at the same time establish a chain of discrimination against other fan groups.
It is best to build a chain of fan discrimination sooner rather than later. Once the chain is set up, fans will be able to slap each other's faces without you personally taking action, creating and fermenting incidents. You need to know that once the persona is formed, the event has more communication value than the persona itself.# p#pagination title #e#
If you want to become an Internet celebrity, you must first have the material, and second, you must have channels for the public to see the material. Those who understand packaging but do not understand channel platforms may become popular, but it must be a blind cat who met a dead mouse.
As a new toy, e-cigarettes are a new toy. Take "Blow Bar" as an example, the user activity is not as good as the number of retweets on Weibo. In this closed and independent circle, it is difficult to become a true Internet celebrity by relying solely on its influence. Because the content distribution channels are inward and closed, the e-cigarette platform can only serve as the trigger point for events. Internet celebrities can start their dream stories from here, but dissemination still depends on a larger platform.
Many vapor who expect dividends from fans have built Youku channels. The standard feature is a technical control and a joke. It's not that this is bad, but the routines are particularly superficial and have no storytelling or communication value. If you do it like this, you can't rush out of the Amazon forest of the steam circle.
Video communication is a particularly intuitive carrier for event communication. Countless Internet celebrities rely on Youku to make their debut, which creates the illusion for vapor who aspire to become famous. Everyone agrees that the video channel is the outlet, and crazy bees and butterflies are all flying in. In fact, if the video platform wants to become Internet celebrities, it relies on the official guidance and support of the platform. It is difficult to attract official attention by just doing a few evaluations and saying a few cross-talk sentences without any explosion.
It is not enough to rely on video platforms to spread. In the end, we will become an Internet celebrity and form a popular IP. We must also use Weibo and circle of friends to further ferment and accumulate fans. Take a chestnut as a reference for friends who aspire to become Internet celebrities in the vapor world. Papi sauce became popular because of its Short Video themes, attracting fans in the secondary video community (independent circles), and relying on Weibo's abnormal social distribution capabilities and reach rate. Only then did its influence explode.
Based on the above points, you can basically simply and rudely draw an online celebrity push channel line, gather fans, tell stories, and build a fan discrimination chain on independent platforms such as "Blowbar", and complete intuitive transformation of communication forms through video platforms. Finally, the sea is full of rivers, and no matter where you come from, you can't resist the popularity of WeChat's circle of friends. No matter what platform is a channel for gathering and diverting traffic, whether it can become popular depends on the speculation and fermentation of Weibo's circle of friends.
