Two days ago, a short video called "what is page" began to swipe in the circle of friends. At first, the editor didn't notice, because he was not interested in piggy page, and then he didn't hold on to it. What was it that page had been searched? What's the reason why page is able to fire? Why is page why it is being cleaned by the screen?
1、 Why is video easier to swipe?
This is a 5:39 video. Although it's a little over 5 minutes, it still belongs to the category of short video. I have summed up six ways of screen swiping, one of which is material screen swiping.
In short, a good material can be swiped on its own, without the need for traditional channels and big exposures, because the medium is people.
In the form of material selection, the richness of video transmission information is far higher than that of graphics and text, which is the best carrier in the era of mobile Internet, and it does not need to wait until 5g.
Besides video, piggy page is also a big IP. At the beginning of the year, he was a big tiktok. Communication based on a large IP has many natural advantages.
Of course, it is very important to take advantage of the hot spots. Yeh sun kin is the most popular hot spot before the Spring Festival. Last year was iPhoneX's "three minutes". This year is piggy page, which is the theme of seeing relatives during the Spring Festival.
2、 Why would you like to forward this video?
Users make complaints about the 7 driving forces of the screen, namely, superiority, identity, interest, curiosity, ritual, Tucao and participation. In "what is page" video, I think there are four levels:
The first wave is curiosity. For a farmer in Hebei mountain area, what is page? He really doesn't know. Can grandpa make the page that grandson wants?
The second wave is curiosity: whose advertisement is it? Isn't it China Mobile's advertisement? How can it be piggy page?
The third wave is the sense of identity. When grandpa takes out the page version of the hair dryer, you should be moved. Grandpa's love for his grandson, through the search and production of page, is very focused.
The fourth wave is Tucao, and everyone wants to make complaints about it. No matter good or bad, it can trigger user discussion. This is a great skill in itself.
3、 The resonance of love between the father and the grandson was ignited before the Spring Festival through cognitive differences
Before the screen swiping routine and power, you should first determine one thing: what kind of human nature you want to penetrate and transmit to resonate with the user circle you want to reach. This is the two cores of screen swiping.
In this case, the bottom layer of resonance is kinship: the relationship between the grandson and the grandson, so-called generation after generation. However, the director has strengthened his efforts on his parents, that is, he has increased the cognitive contrast brought by the regional and age differences. His grandfather lives in the countryside, in the ravines, and still uses 2G mobile phones, while his grandson grew up in the city and was born with Apple's full range of products. This contrast not only resonates, but also laughs. A little bit of local love.
Instead, the circle is not so focused here. Although the purpose of the film is to let parents bring their children together to see Piggy's movies on New Year's day, but in fact, as long as there are children, or feel the love of the grandchildren, they will resonate, and the meticulous insight into the relationship between the three generations can produce a lot of resonance.
Insight to achieve a bit, will inspire users to participate in the enthusiasm of the screen. I have noticed that from curiosity to identity, the director has formed a conflict through the cultural contrast between urban and rural life, constantly adding code. The people watching the video are anxious for Grandpa, and are moved by the lovely grandpa who is a bit clumsy but has a very personality. The last happy ending comes to an end.
It is said that the director's style is mainly in contrast, which is an expression ability after insight into the user's emotions.
4、 Why are many screen swiping cases late at night?
Talk about one night's freshness, plot reversals and the black house rules.
It's easy to understand the one night preservation period. This video started to swipe from last night to early morning. The pulse type burst into a strong energy, but it can't last too long alone. Uncle, what I want to say here is to swipe the screen at night. We find that many really decentralized communication occurs at the time node from night to early morning. I think there are several reasons:
1, before bed, that is, around 23 tiktok, is the peak of user brush circle, this is WeChat or vibrato user habits have been explained.
2. Swipe the screen in the circle of friends in the early morning, the response speed of wechat team is slow, and the possibility of being sealed is slightly small, which is also a trick of the rules of the little black house.
As for the plot reversal, almost all the trailers or promotional films of the movie are clips of their own movie segments. However, this movie completely discards the content of the cartoon and chooses a rural theme to tell a story from the perspective of a rural master, which is the most unexpected place. Uncle saw, there are netizens evaluation: This is the most localized and the most grounded film promotional film, there is no one.
Of course, if the idea of this video is plagiarized today, it will continue to swipe the screen, just like an article from the media the other day. After the first wave of swiping, the second wave of focused content becomes plagiarism, rather than the content of the article itself. This is a typical plot reversal.
5、 Why did Weibo go off at 4 p.m. and swipe the screen at night?
Finally, I'd like to talk about the differences between micro blog and wechat. Although both are the main social media, their operation strategies are totally different. Of course, you need to add a tiktok.
I went to see the official micro-blog of "piggy piggy over the new year". Actually, this trailer was released by micro-blog at 4 yesterday afternoon, but at 10 o'clock that evening, it was done in the circle of friends.
What's more, some of the pictures in the trailer are also in the form of GIF pictures. They began to warm up on Weibo two days ago, but the number of clicks is very low, only one comment. The conclusion is: preheating has no effect, and the pulling force of micro-blog is not obvious.
What's more, Wang Sicong, the owner of Wanda cinema, tweeted the video released by blue V on Weibo at 23:43. My guess is that Wang Sicong may have seen his friends swipe the screen, so he opened his microblog and rubbed a hot spot. After all, the box office is good, which is also good for him.
Therefore, I think that the screen swiping of this video should come from the detonation of wechat friends circle. The four hot starts of screen swiping are seed users, linkers, self media tuba and wechat communities.
At the same time, I particularly emphasize the analysis of communication links.
From the current situation, the material I see is videos such as taopiao and other movie sales platforms. It's very simple and crude, even Tencent's video links are not, and the official two wechat of taopiao didn't release relevant content that night.
Only the banner advertising space on the homepage of taopiao app has been given a location. Click it to play the video directly. As of 1:30 a.m. at 18:00, you can still share it in the circle of friends. I guess this may be the only exposure entrance for the whole screen swiping event in the circle of friends.
Because from the perspective of several marketing giants that follow up quickly, we can't exclude that some of them belong to the leading distribution, but in the later stage, self media like Uncle actually belong to the following hot spots, rather than the leading. Therefore, uncle thinks that although there is a plan to swipe the screen this time and Weibo has made preheating, in fact, the swiping of the screen in the circle of friends doesn't make too much investment, instead, it is exposed through the app station of taopiao ticket. With the forwarding of key figures in the circle of friends, fission has been realized.
Of course, it may also be that the promoters intentionally use the link of taopiao to directly pull download and purchase tickets, but Uncle thinks that the possibility is not high, because the core goal of this screen swiping should not be conversion rate or volume.
By the time of publication, the short video has played nearly 5 million videos only in Tencent, while the video on taopiao platform is estimated to play more than 20 million videos.