The nature and appearance of the Internet world.
Editor’s note: This article is from WeChat public account “Party” (ID:wansfang), Author Wanfangzhong.
Recently talking to a friend, she told me: “My circle of friends seems to be very good. Every city runs and is busy every day, but I feel very anxious inside.”
What is it? Because I watched the people around me do it one by one, she still did her own piecemeal work in place, and suddenly felt very anxious. She knew very well that her job could not be done all the time, but she didn’t know what to do in the future. She watched the world of the Internet change rapidly, and all the nets came and went again. These super traffic portals Still so, this little transparency is even more anxious. Anxiety consumed her body and mind and made her look very embarrassed.
But in my opinion, she is already very good. In her 20s, she bought her own house and earned tens of thousands of dollars a month, enough to squeeze into the 5% crowd.
You see, she is very good, but the heart is always full of anxiety. This is not a minority among the Internet people I have contacted in the past. Compared to the rapid changes in the outside world, I feel that she should stop and adjust her body and mind. This is what I have been doing for the past few years. (Well, you don’t want to vomit, why am I updating so slowly?)
Since writing Douban in 2009, as an old fritter, I have written about 10 years on the Internet. The content side of the Chinese Internet world has never changed much. What was most lacking 10 years ago was good content and authors. What is still lacking today is good content and authors. Even so, in the huge waves of the Internet, you will feel inexplicably anxious.
It comes down to the fact that this circle is “innovating” every day, but if you calm down and think about it, most of the “innovation” is just the old bottle. It is like changing the “sapphire lens” to “100% triangular prism optical lens” and changing “chili fried meat” into “Ningxiang farmer small fried meat”, which is their biggest innovation. Another innovation is just driving backwards, such as the current traffic star. The only innovation they have in “innovation” is creating anxiety. I call this kind of anxiety their “Chinese-style Internet anxiety.”
I don’t want to talk about things like sharing bicycles, sharing charging treasures, etc. Now I just wait for them to age slowly. Talk about a few of the most successful: for example, this short-lived video that has been on fire for a few years, dominated by vibrato and fast hands.
When the industry started, someone told me: “Go play video, public number should be AmoyIn the future, short video is the mainstream of the media.
I heard this, I want to laugh a little. Shortening the traditional long video to meet the user’s anxiety needs, I feel that I am “innovating”. When I was playing Weibo 10 years ago, a large group of experts commented that the current media number is getting shorter and shorter: “This is because the pace of life is getting faster now, everyone is using fragmented time, we will get it in the future. Information will have a shorter and shorter trend.”
As a result, a few years later, the WeChat public account came into being in this “slower and shorter information age.” The WeChat public account is not only long, but also longer than the articles in the traditional blog era. After that, there is even more face-lifting: In 2016, Weibo itself changed from a 140-word limit to a long Weibo. The Weibo that I update every day is all long Weibo.
Go back to the short video industry. In these two days, an article “The Beauty and Value of the Vibrato” was screened, and Zhang Nan, the president of the vibrato, said that the value orientation of the vibrato is beautiful and true:
At the end of 2017, the vibrato grew rapidly, from a niche, trend-popping product to a platform for ordinary people to record their lives. We found that many people recorded their happy, simple life moments on the vibrato.
Public number: vibrato president Zhang Nan: shake The beauty and value of sound
This is a slap in the face. Most of the vibrato video has nothing to do with these wonderful little ones, and it doesn’t have any boundaries with reality. All of them are deliberately made by MCN. Good and real things can be met and not demanded, and MCN pays attention to the user’s stickiness, the need for stable output, then you have to deliberately mass-produce, I think these Zhang Nan will not know?
Maybe it is natural to be immune to video, I am very addicted to video. Different from the sense of fulfillment after seeing the public number, every time I watched the vibrato, I felt a sense of emptiness: the fingers were constantly squinting, and the eyes were stunned, but you felt endless emptiness.
The root cause is still the carrier of video. Although his information density has reached, most of them are simply information piled up, and the information is deep.The degree is still far from reaching the point of direct attention.
Because of this, the vibrato has developed to this day, and the weakness has already emerged. Most of the attention numbers, I am a little tired, because they all have a common enemy: repeat. Look at the feeling of giving people two words: bored.
Vlog repeats his tedious life every day—as a blogger who spends at least half of his time running the vibrato, can you pray for where his life can be enriched? Most people’s lives are just repeated every day.
The most repeating ones belong to the dance bloggers. There are many kinds of dances. Usually, a dance blogger can jump a good class and it is already very good. Therefore, the repetition of the action becomes inevitable. For example, I like to watch a street dance female blogger. In all her actions, there will always be two movements of shaking belly and elbow. After watching the same movement, it will be annoying. The result is to take the clearance.
Eat to eat, every time I watched it, I thought they were a little pitiful. According to their calorie intake, they have not been obese for a long time, or they are suffering from stomach problems or gout. It is not a news of eating and vomiting. This is always a youthful meal, not a long time. The measure. However, they regard this as a career. You said, who are you worried about?
Even if you look at the reading number, after reading it, you will feel that he is right and reasonable, but it is no different from nothing. There is no reason for this, because the short video carrier is too short, and the knowledge he gives me can only present one point, but can’t form a face like a book, and connect the knowledge systematically, so forgetting is inevitable. In fact, the best way to learn the knowledge of the system is through text, which is one of the reasons why the quick hand has to know the layout.
The only thing that works for me is swimming, basketball, and so on, which must be video-based for better learning. But I don’t need them to be time-sensitive. Compared to opening the app every day to see updates, what I need more is a complete set of instructional videos from start to finish. This summer, my butterfly stroke is like this. Every time I study, I actively search for a complete long video, instead of opening the app, waiting for the blogger to update a short 60-second video that cannot be dragged. The efficiency is too low to learn.
When the content is over-repeated, some bloggers try to transform. For example, I have seen a number that introduces a famous car in each issue, and I want to transform into driving teaching, and integrate it into the section. Think about it, it’s all about the car. What do you guess? The praise and reply also dropped suddenly. The audience did not pay the bill. It scared him to return to the old line of introducing the famous car and continue to circle in the previous infinite loop.
Because of the exhaustion of content creation, they began to “innovate” and created a new word: KOC(short for Key Opinion Consumer). Somehow the explanation for KOC is this:
KOC is different from KOL’s long-term creation of a vertical field to gain vertical marketing power. KOC can’t even call it an opinion leader, but it has a large decision-making influence in the vertical user population and can drive other potential consumers. Purchase behavior.
Call a brand as a regular user, rather than as an expert image for product referrals. This gives KOC more realism and can influence other user decisions.
Light is to see this explanation, you will feel a lot of contradictions. First of all, KOL does not always appear as an expert image. Many times, they only experience the product from a common user’s point of view, convey the user’s feelings, and add a little expertise.
Secondly, I have not seen any KOC that can remain “real”. The so-called truth is just what you look real. KOC has to update and broadcast live every day, investing a lot of time in video production, but also to eat. It is inevitable to pick up advertisements when you want to eat.
But the user has a natural resistance to advertising. Over time, you will feel that he is actually “deteriorating” like KOL, becoming a copper smell and becoming less lovely than ever.
How do Internet anxiety come from? It was stirred up by the Internet’s smashing sticks. This year, a new word was created, and a new word will be created tomorrow. What “downward strikes”, “cognitive upgrades”, and “underlying logic” are unknown. The audience thinks that the world is about to undergo earth-shaking changes. But in fact, they are just the marketing means of the business, in order to let you produce the illusion that “our products are about to subvert your three views.”
Knowing Big V Copper has recorded a speech by Zhang Xiaolong, the father of WeChat, and said a total of 30,000 words. None of the most popular Internet languages, even the most commonly used “playing” and “playing” There is no “business model”. The most used ones are “users”, “friends” and “times”. I want to say that this product manager is not fashionable at all, and even has some old-fashioned soil, but it does not prevent him from becoming the best product manager in China.
Returning to KOC’s discussion, recently, a screened “KOL Daddy, KOC Dangxing” was very funny, and the audience, who thought it was unknown, thought that another new species had come out and challenged KOL.
But actually speaking, KOC is the KOL of the S code, the upgraded version of the micro-business.
For readers (audience), no one starts to look at KOC for consumption. The basis of consumption is trust, and the basis of trust isKOL’s professional level. I see your content, consumption is incidental.
And KOC puts the cart before the horse: the profession is not important, and there is no basic understanding of the industry. It saves the previous steps and directly recommends the products to the fans, and consumes them for consumption. It seems very trendy and cool, but you think about it, what is the difference between them and the people who bought TV in the 1990s?
Do you see the anxiety of this group of people? Their anxiety is not from others but from themselves. Under normal circumstances, let the audience consume, this is the result of your content after the content is completed. And they are too anxious, eager to save the content, and direct consumption. Use the result as a goal, spend for consumption. And also self-righteously feel that they are standing on the cusp of the tide.
They laughed at KOL’s old age, but in fact, they are the most dangerous and anxious group. KOC without content, like a house without a foundation, is crumbling and will collapse at any time.
As with this group of custom KOCs, it is the traffic star that creates anxiety. I have written articles that have criticized many traffic stars like Cai Xukun. Some people laughed at me and said, “You are old, the times are different now, and the gameplay is different. It used to be a singer who has a work and has fans. Now It’s the fans who decide their own love beans. This is called user involvement, do you understand?”
Therefore, he was immediately slammed into the face. This month, Luhan’s movie “Shanghai Fortress” was prepared for 6 years and invested 360 million yuan (according to Lu Hanfang to take 100 million), due to The platter rate is only 0.1%, and it will be released in one week after the release. The Douban score is only 3.2, and the box office reputation is both.
This movie I went to the cinema to see it. The most happy part of it was the time when I went to the canteen to buy water. After reading it, my heart has a feeling of being deceived for a long time, but fortunately, the movie ticket is sent by someone else… but it wasted my time!
Everyone said that this film can’t blame the deer, can’t blame the traffic star. This is a good saying, “Shanghai Fortress” is bad, it really can’t blame Luhan, but it also shows that the traffic star can’t save the box office and word of mouth of the bad film! It cost 1 billion, but it did not reflect the value of 1 billion of traffic, right? No wonder the director Teng Huatao bluntly said: I used the wrong deer.
The “Shanghai Fortress” has barely passed the 100 million box office and the recycling cost is about 50 million. This also means that the investor has lost at least 3 in this movie.Billions, even the cost of the traffic star has not recovered. Capital is bloodthirsty. When traffic stars can no longer bring benefits to them but lose money, the end can only be abandoned.
Luhan is 29 years old and nearly 30 years old, which means that the age of his fan base has begun to change quietly. Li Yifeng, who is about the same age as him, has gradually transformed himself in the “Animal World” last year by his own acting skills. Even so, this year, it is rare to see Li Yifeng in front of the screen. For Luhan, who does not have any acting skills, the situation is only likely to be worse. You said, how can traffic stars not be anxious?
“We are new gameplay now, you don’t understand when you are old.” Recently, when I was watching the “Round Table,” I came to a new guest, and he also held such an argument. He believes that only the old-school writers close their own doors to write, and the new writers decide the direction of the novel by readers:
He even stupidly thinks that the Xiaomi phone can be fired because Xiaomi is a mobile phone designed by fans. (Don’t it be cheap?)
In fact, this kind of gameplay is nothing new, just a repeat of history. The pre-Android era is like this: all the requirements are attached to the user, what do you want, I will give you what to do. If you want to change the battery, you will be given a back panel. You want memory, I will give you the SD card slot. You want to plug in the network cable, I will give you the cable socket.
Until Jobs came up, the detachable backplane, SD card slot, and network cable jacks were removed, and everyone began to understand: Customer needs are not necessarily correct, and the direction of the times still needs a few real understanding. The person with the product takes it with you.
As for the guest, “Millet, which was designed by the user,” later removed the SD card slot with the iPhone, replaced the battery back cover, and made the integrated backplane.
Whether it’s the recent KOC concept, the traffic star, or the writers who wrote the novel by readers in the Roundtable, I think they all made a common mistake: will The result of one thing became his goal. Everyone wants to pull more traffic and heat, and wants to make money. This is not wrong. But once traffic, fans, and heat are the supreme principles, things have changed in nature.
As a KOL, you should understand that content is your root, and fans are just the result of your content being well written.
As a star, you should understand that the work is your foundation.