"Why is Produce 101 so popular?"

DaDa / tr. by Phil Newell)

You must have seen Produce 101, a Chinese variety show that is popular all over the world this summer. Haha, I collected an article about this program for you today, mainly from the perspective of marketing and operation. a comprehensive interpretation of the rules behind the popularity of "Produce 101".

The editor first makes an advertisement hee hee, the editor likes Xu Jingyun Angela little sister, below is her picture, the strength vocal takes on loves her very much, if you like, go to Tencent Video PICK her, wish her group thank you.

Here is the main topic.

Since March

"Produce 101" is on social media.

Become one of the central topics

Fully dominate the screen in April

Now, two months later, it still occupies

A list of hot topics

List of hot topics on Weibo on June 21st

How on earth is the maintenance of this high heat achieved?

What kind of enlightenment does this have to the brand?

Let's try to do it from a marketing and operational perspective.

To interpret the rules behind the popularity of the Produce 101 Initiative.

one

Make marketing a hot spot

No matter which brand, to become the center of the topic, the best way is to create hot spots, and the nature of hot spots is super traffic, who can gather a large amount of traffic in a short time, who can create hot spots.

The approach of the "Produce 101" is not only to create hot spots, but also to make itself a hot spot. The benefits of becoming a hot spot can not only win a lot of attention, more importantly, the hot spot has its own transmission attribute, with snowball effect, more and more people chase, more and more widely spread, so repeatedly, until the heat returns to zero.

Next, let's take a look at how Produce 101 is played.

three

Tencent's "Big first Day" resource integration, online and offline comprehensively awaken the power of youth

In order to fully detonate "Produce 101", before the premiere, Tencent Video launched the only boutique "Big first Day" brand IP, launched "Produce 101", and created a series of materials that resonate with young people with the theme of "Youth's Dream finished in Youth".

Online through Tencent Video, QQ Music, Wechat and other high-flow platforms for content export, omni-directional connection of hundreds of millions of traffic, while offline is to create a "101st night shift dream tram", to pick up every dreamer home, three-dimensional precision to achieve the goal of urban youth, into the online spread to form a secondary flow import.

six

High-quality program content, so that the traffic will come and go.

Just like doing business, no matter how good the location of the shop is, no matter how many people flow, and the quality of the goods in the shop is not good, there will still be no business. The same is true for building a brand.

In the final analysis, the reason why "Produce 101" is so popular is because of its excellent content. Its excellence is embodied in three aspects:

1. The production lineup is luxurious. The director comes from the core team of "Singer" of Hunan Satellite TV. The sound, editing, photography and later stage all come from the front-line team. The venue design planning and dance design are all large-scale productions. 2. The competition system is cruel and fierce. The class design of Ajuf, the examination of many propositions, the changeable end of classes, the competition for seats in Class A, the unknown fate of the partial players, the true expression, the emotion and regret of elimination every week, and so on, arouse the interest of the audience all the time.

3. The diversity and possibility of contestants. Each of the 101 contestants has different advantages and characteristics, and until the last minute, it is really difficult to tell who will finally get out of the siege. For example, the fourth issue of Yang surpassed as a temporary strength is not very strong choice to become the third place, in fact, because many people like her silly and cute personality, such as the counterattack behind Wang Ju and so on.

Revelation:

In the Internet era, front-line brands create hot spots, and the rest of the brands are chasing hot spots. If you want to become a successful brand, becoming a hot spot is the ultimate goal, because hot spots mean traffic, and traffic means commercial value, coupled with high-quality products. And then have the opportunity to become a great brand.

two

Operation: find ways to get fans moving.

With fans and traffic, can only create short-term hot spots, if you want to dominate the screen for a long time, you also need an important step, that is, operation, only by invigorating fans and traffic can you nourish the hot spots.

It's like a public account with 200000 followers, and if you don't keep in touch with them properly, you'll probably end up with a public account opening rate of only 3%, which means you only have 6000 valid fans.

So what needs to be done is to activate the remaining fans through operation, and Produce 101 has really come up with a new trick in this respect.

three

Learn how to sign in for 30 days

It is said that you can form a habit in 21 days to cultivate the stickiness and activity of fans by clocking in every day.

The specific way to play is that if there is a question every day, the fans who like it the most will unlock more wonderful tidbits for ta's answer. The implication is that if you like a little sister, unlock her and let more people see her.

six

Customized # for mentors and women's groups to create 10 topics

For almost every mentor and women's group, we have created our own # XX to create 10 topics, with millions or hundreds of millions of readers per click.

At the same time, there are other topics related to "Produce 101", each has the hot contribution of fans, each is a fan group, all linked together, is the wealth of "Produce 101".

7. Daily tidbits and revelations

Update the stories and tidbits in Produce 101 regularly every day, and the girls' regular care and interaction with their fans make them feel fresh every day, satisfying fans' curiosity in all aspects.

Revelation:

Zombie fans have no value, diving parties can not generate new traffic connections, the value is mediocre, and only active fans are the real value of a brand; and the key to operation lies in fans, grasping fans' psychology and behavior, and developing corresponding solutions for them will gain lasting secrets.