Li Jiaqi said: “I am not a star, just a net red.”
But abroad, the boundaries between celebrity and influencer have become less clear.
Morning Consult, a media technology company, recently interviewed 2,000 Americans aged 13-38 to try to understand them Views on Net Red.
When asked who is their favorite net red, most of them are like The Rock (Dwayne Johnson), Will Smith, Beyoncé and Taylor Swift. We are more connected with “stars”. name.
However, not all stars are good net red. In the Z generation (which can be understood as “post-95”), YouTube’s “top” network reds like Shane Dawdon and PewDiePie are higher than the average traditional star.
▲ Instagram’s annual online red party on Instabeach is indispensable for each other, the picture is from Atlantic Monthly
Of the 2,000 people surveyed, more than 86% are willing to try to do online red, and 12% of them think they are already net red.
As for the reason, everyone is unequivocal. Whether it is millennials (understandable as 80, 90) or Z generation, “money” is one of the important reasons for doing network red, but it is not the only reason.
The survey pointed out that the three main reasons why millennials want to be net red are: flexible working hours, money and fun; and the choice of Z generation is “make a difference”, flexible work Time and “share my thoughts.”
▲ The reason young people want to be a net red, the picture is from Bloomberg
Therefore, it’s no wonder that there will be businesses that offer learning for kids to become YouTube Red Summer Camp lets kids learn about video production and how to build their own personal brand. Star Camp, the Los Angeles summer camp, first started this year Provides a YouTube Summer Camp. Their audience is younger and offers two-week training for 1-6 year olds. The official website motivates children to become “Internet Redskins”.
▲ The children practiced shooting at the Level Up summer camp, from Wall Street Journal
Canada’s YouTube Summer Camp Level Up Responsible Jeff Hughes believes that the summer camp needs to help children manage their expectations in addition to the skills to teach their kids a YouTube account.
We will try to emphasize that this should be a hobby, and everyone should enjoy making videos. If they take this with me to make a name for themselves, it will be very stressful for the family.
It may be a blow to a child who wants to be a net red. Maybe it is not only the cruel common sense that “fame is only a very small number”, but also the development of the entire online red industry.
“The bubble is breaking”
According to the marketing agency Mediakix It is expected that in 2019, global brands will spend $4.1-8.2 billion on advertising fees on “Net Marketing”.
This sounds very impressive, and it is $500 million more than the 2015 data, but it still accounts for a very small percentage of the $622.4 million spent in the entire advertising industry.
In addition, many brands are still tightening the funding for online red marketing, mainly because many brands have found that many net reds will “buy powder” to make fake data. At the same time, it is difficult for brands to estimate the actual effect of marketing in this area. A Good Company, an online stationery brand that advocates environmental protection, has cooperated with 4,000 net red to promote products, but the effect is not always satisfactory.
Said.
▲ Image courtesy of Giorgina with an Eye
The consumer can see if the person really likes a product, or just forcibly promote it.
The bubble is about to start breaking.
A Good CompaCommented by Anders Ankarlid, CEO of ny. They are not the first online brand to start rethinking online marketing.
Web Cosmetics Brand Ipsy is one of the brands that promotes the development of online marketing. When the brand was established in 2011, in addition to the new “cosmetic subscription system” model, they spent the same amount of marketing funds on Net Red rather than the traditional avant-garde choice.
▲ Ipsy’s “Brand Ambassador”, image from Instagram
Co-founder Michelle Phan is herself a beauty blogger on YouTube. By 2017, she had accumulated 10 million fans, but that year was when she stopped publishing content and left Ipsy.
I am in front of the camera and I seem to be getting more and more severe in real life.
She explained in her video when she left said. Ipsy is now starting to tighten the network red marketing, and then invites its real customers to share the use of cosmetics products, free.
The Gap’s Banana Republic has also learned about this new marketing approach, encouraging real consumers to share their favorite outfits, but they will send a $150 gift card to selected consumers.
I don’t know if these motivated consumers will be born to be net red.
The title map is from Bethel University