During the Dragon Boat Festival holiday, hotel bookings in Altay increased significantly, and at the same time, the popularity of grassland destinations in Xinjiang, Inner Mongolia, Sichuan and other places also increased significantly. This is inseparable from the impact of the hit "My Altay" some time ago. Traffic drives monetization, which once again confirms the power of the Internet celebrity economy.
In the Internet era, when it comes to "traffic is king", many people are noncommittal. Some cities and enterprises are among the "Internet celebrities", including Zibo, Harbin, Tianshui and other places that have ushered in a boom due to traffic. The "inadvertent" traffic has surged, bringing "splashing wealth and wealth", and the dividends of the Internet celebrity economy have made people taste the sweetness again and again.
During this period, some institutions and enterprises are superstitious that "traffic is king", and in the process of chasing the Internet celebrity economy, they have even developed into traffic anxiety and traffic dependence, and have gone astray.
In May, Heze South Station was out of the circle because of Guo Youcai, but before "Splashing Heaven and Wealth" came, it first ushered in various live broadcasts of "gods and demons"; At the beginning of this month, an online anchor broadcast a live appointment near Qianxi Square in Zhengzhou, Henan, and on the 9th, the Zhengdong New District Branch of the Zhengzhou Municipal Public Security Bureau issued a notice on this, and it has been filed for investigation according to the crime of picking quarrels and provoking trouble.
is the same traffic, why do some people get blessed and some people cause trouble?
Traffic has always been a double-edged sword.
The flow of hunger and "picking up baskets of vegetables" is extremely dangerous.
The French psychologist Le Pen once made an accurate analysis of the psychological consciousness of the group in "The Rabble", believing that group behavior has the characteristics of blindness, emotion and extremism. According to the Annual Report on China's Internet Core Trends (2023) released by QuestMobile, in 2023, the number of monthly active users of China's mobile Internet will exceed 1.224 billion, and the monthly network access time of users will be stable at about 160 hours. When more and more people from different places and different lives gather on the Internet, the anonymity of the Internet makes some emotional things more unscrupulously amplified, resulting in a strange situation - whoever provokes emotions will have traffic; Whoever is quirky enough will attract more viewers.
"Black and red are also red", under this understanding, the two directions of emotion and curiosity have increasingly become a place where traffic must be contested. Even good words can't be said, the more extreme the words, the more they can provoke emotions; There is no traffic for a good performance, and the more people have contrasts, or even rubbing edges and vulgarity, there will be a shortcut to traffic.
However, if the Internet celebrity economy is allowed to go in this direction, it will not only make the Internet celebrity industry grow savagely, but also hurt the reputation of a place and institution.
Traffic anxiety is to worry that you are not popular and will not be able to seize the market; Traffic dependence means that in terms of developing tourism and enhancing influence, we only want to use traffic means, and even want to plan some "events" to create "splashing wealth and wealth".
For some small MCN companies that rely on traffic on the Internet, whether there is traffic or not is a matter of life and death. But "a gentleman loves money and takes it in the right way", if you blindly rely on hype to attract attention, sooner or later it will "overturn".
The Internet celebrity "Wang Ma", who is known as the "mouth substitute of the worker", collapsed. People found that "Wang Ma" made short dramas online to empathize with the workers, but oppressed the workers offline. relied on the empathy of workers to win traffic, but in the end, in reality, it overturned because of detachment.
Internet celebrity "Wang Ma" related topics previously appeared on the Weibo hot search list
Not to mention that on May 21, many million-level Internet celebrity accounts on all platforms, including Wang Hongquanxing, Sister Abalone, and Bai Gongzi, were banned and banned. The reason why they were banned is because the account is positioned to show off their luxury life and create a character to show off their wealth.
It can be seen that both the public and regulators are very disgusted with eye-catching content.
The Internet celebrity economy has quietly entered the second half, and conniving at the "traffic shortcut" obtained by relying on eyeballs will only shoot yourself in the foot after all.
At the end of March this year, Xiaomi Lei Jun personally went into battle with a short video, and the goods were not out of line, which gave people a very sincere feeling.
Further back, whether it is Zibo barbecue, Erbin phenomenon or this year's Tianshui Malatang, the traffic is also developing in the direction of win-win.
Therefore, avoiding traffic dependency and traffic anxiety does not encourage people to give up traffic completely. The dividends of the Internet celebrity economy are not gone, but they are developing in a higher quality and more standardized direction.
How to "take the right thing" from the traffic?
Deliver positive emotional value with high-quality content. To put it bluntly, traffic is attention and attention, and whoever is emotionally intense and maverick naturally attracts more attention. However, emotions are not only negative emotions such as anger, jealousy, and anxiety, but also positive emotions such as longing, positivity, and a sense of identity. "Particularity" is not only "curiosity", but also unique scenes and product differences. Whether it is Dong Yuhui, who stands out in the live broadcast industry, or the dragon boat race that is hotly searched on the Dragon Boat Festival this time, or even Guo Youcai, who is from the grassroots but has a special singing voice, in essence, it embodies the era of traffic, and it can move people with sincerity and stand on its feet with positive energy.
Respond to "sky-high traffic" with high-level governance. When the traffic comes, to connect or not to connect, and in what direction? No matter how ordinary the scenic spot is, if the flow of people increases for a while, it will inevitably have reception pressure, which will test the ability and level of local governance. People should not only see the popularity and popularity of Zibo and Harbin, but ignore the efforts of the local government and the masses to do everything possible to serve tourists and strictly regulate the business environment. In the face of the "black Internet celebrity" traffic brought by Heze South Station, Heze emergency braking and orderly guidance are also a kind of rationality.
Jump out of traffic to win word of mouth. One person leads a city on fire, and in recent years, there have been more and more such examples. But if it is only limited to this person who is popular, it is obviously not enough to make a fuss about this person and this person's career. The "Erbin phenomenon" is not only "small potatoes", but also takes advantage of the heat to "get to the bottom" of the ice and snow world, frozen pears, reindeer and even the country's agriculture; And Litang, which was popular because of Ding Zhen, struck while the iron was hot to promote local characteristics and customs. Even this year's "Chengdu Disneyland", due to the rapid action of the community, turned an "abstract" carnival point into an orderly and groomed Internet celebrity spot, and even the big Liangshan boy Nomi, who wrote the lyrics, wrote the song "Apu's Missing" to his grandfather was also "flopped" by CCTV Cultural Tourism and Liangshan Cultural Tourism as the soundtrack of the local promotional film, achieving a "good story" of giving back to his hometown.
Sichuan Cultural Tourism "Comfort Panda" debuted in Harbin Screenshot of media reports
Not long ago, some media published an article arguing that Internet celebrities getting rich affect children's values, and the cancer of "Internet celebrities getting rich" must be eradicated; Some media have found that there are more and more emotional counselors on a small blackboard to analyze "whether this boy can marry", which affects some people's views on mate selection.
The Internet celebrity economy is not a beast, but to avoid traffic anxiety and traffic dependence, it is indeed necessary to return the industry to normal orientation, and its barbaric growth cannot be condoned.
Is it easy to become an influencer? Isn't it beautiful for a folk singer to sing on the side of the road? Not necessarily. However, if platforms and localities do not set thresholds, the "characteristics" of traffic will lead to lower and lower bottom lines, and bad money will drive out good money.
On the one hand, Internet celebrities are by no means a shortcut. Before Guo Youcai became popular, he had been making videos for many years. And Sichuan Li Ziqi and others are deeply engaged in high-quality content, whether it is video editing creation or pastoral labor, it is not so poetic and relaxed.
We can't let bottomless Internet celebrities who make quick money destroy the industry and even the social ecology. Whether it is the platform calling for the suspension of some local live broadcasts in Heze, or the rectification and closure of accounts showing off wealth and selling miserable accounts on the whole network, supervision has been normalized.
On the other hand, guide urban live broadcasters to release positive value. Why do many passers-by go to Heze South Station to watch Guo Youcai's live broadcast? People's spiritual and cultural needs are getting stronger and stronger, and they belong to the public street concerts, so why not listen to them? And the level of live broadcast of an anchor, especially outdoor live broadcast, is actually easy to judge whether it is pleasing street art or a "group of demons dancing" that disturbs the people. A few years ago, Chengdu launched the "Street Art Performance" project, which recruits street performers with the most optimistic and inclusive attitude, and street performers need to fully demonstrate their professional ability and pass an interview in order to be certified in an orderly manner. In this way, it fundamentally avoids the "dancing of demons", and also retains the romance of a city that belongs to the public.
丨Source: Tianfu New Vision丨
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