Idol is the most successful product of the Internet

Finally has the leisure time to look over the network article, among them Beuton's one article "only has issued 5 micro-blogs, has harvested nearly 1.88 million comments" Lou "is Who?" "Impressive, can't wait to open Baidu home page search for this" EXO "information, did not expect Baidu did not give me this opportunity The real time hot spot of its home page impressively has a "Korean idol group Exo fan too fanatical, xx on the spot black face" news, roughly speaking is this called Exo Idol combination, in the Asian Idol Festival because the momentum is too vast, caused a male idol xx dissatisfaction. Sigh This news is extremely boring at the same time, also profoundly realized the Internet era most successful product-star Idol.

It may be strange to compare the entertainment industry idol to the Internet, but there is something in common between the two:

First, the Internet products in the premise of not leaving the main line, there will be a number of child functions for its services to attract more users. To the idols who see the entertainment circle, from the beginning of the orchestra about four people a team, to the number of Idol groups can reach more than 10 people, and even the Japanese portfolio AKB48 unexpectedly reached 300 people, each has a different characteristics, in the team to share different roles, to attract fans of different tastes chasing Chong;

Second, the Internet product will update the iteration version continuously according to the requirement. Corresponding idols such as AKB48, the elderly will be replaced by new;

Finally, the Internet will differentiate the various platforms, the introduction of the corresponding different versions of the client. Corresponding idols such as Exo are divided into different teams, corresponding to different areas of fans.

The internet in the current era of rampant, Idol's momentum to far beyond any period before, the network for its promotion some is tangible, some are intangible. For example, just mentioned the news of the Asian Idol Festival, because of its high number of clicks to become hot news, directly pushed to the Baidu home page, invisible and affected a group of people like me basically do not care about entertainment news. Therefore, the Internet for the new generation of entertainment idol is actually a square closed loop:

1, commissioned by the Idol to the media

The media may include traditional media, but not the main force, the strength of the new media in the Internet more powerful. For a person who does not care much about entertainment news, the names of Exo and AKB48 are familiar even if they are not known, which is the role of the network promotion process. Especially for foreign idols, just beginning to the domestic environment is relatively unfamiliar, can only rely on the network to promote.

And some of the domestic idol part of the traditional media constraints-for example, Hunan Taiwan often in various forms to increase a "supreme" group of television exposure rate. Hunan Taiwan as a large group of students, the user coverage of their own extremely confident, but the reality tells us that the traditional media in front of the huge internet groups appear particularly weak, the evidence is such as the supremacy of such a domestic combination with foreign combination, fans crazy degree does have a certain gap.

2, the media on the Internet to promote

The former star's drive form is slow and simple. I remember when I was a child, I often see some magazines and colorful brochures about star idols, and when the star exits, he will set aside some time to sign the fans around randomly. The best way to advertise is to participate in TV programs, and that period of time star activities on the demand for TV programs rely on, so that the show shows an explosion of growth, some programs are gradually from inviting a star to invite a number of stars to change.

And now, rely on micro-blog, micro-letter, bar and other Internet products can achieve the effect of traditional programs. Stars do not need to sign their fans when the show is out--because the presenter will say "pay attention to the microblogging XXXX can get an autograph for xxx".

In fact, relatively slow paste is also gradually abandoned by fans, and then choose a more efficient, diversified and interactive micro-blogging. Micro-bo, micro-letter both also know the stakes, so the first batch of micro-Bo Plus v and micro-letter first public accounts are idols flying. For them, interacting with fans is frequent, and making fans feel close at hand is the best way to keep fans loyal.

3, the Internet to drive fans and the impact of potential fans of the user

Today, the best way for Internet to drive and influence fans is micro-blog, micro-letter, stick. Fans of the power is extremely powerful, they will be the first time to discover the idol of the microblogging update and forwarding, will also be posted in the theme in accordance with a certain rule name to show the worship of idols.

Beuton in his article Lou examples, but only said the total, I only read the last micro-blog: As of August 7 19 o'clock in the evening, Lou on July 18, the last microblogging show, 51,196 praise, 102,598 Forwarding, 372,459 comments. The last two comments show 10 seconds ago, so the data is constantly being refreshed.

4, fans bring the idol direct and indirect income

This from needless to say, from the star endorsement product purchase, ratings, album film and television dramas, and even Weibo message forwarding and so on, are the process of transformation.

At this point, the Idol has funds to continue to entrust the media more long-term cooperative relations, the entire ring closed to completion. It looks a little like an apple ecosystem, but it's entirely Apple-led in its ecosystem. But this square closed loop is more solid than its ecosystem in the process of transformation, because the pursuit of idols is a person unable to control, more rigid rigid demand, even Apple's ecosystem sometimes need to serve this rigid demand--some sister with the iphone in addition to self-portrait, search Idol Entertainment, gossip news, Twitter has become a daily thing to do when forwarding idols ' words and expressions.

There may still be more, untapped entry points between the idol effect and the Internet. Since the news at the beginning of the article has been torn down by me, it continues to ravage, as an example, from the "charm of personality and community operations will have a superposition effect?" 3 success stories in the article that the total planning of the Asian Idol Festival is Li, it is no wonder that the east and the popularity of the relationship. Before chatting with a friend about the business model, I heard that it was a "talent economy" as a gimmick to try to drive star fans of the report, it is already looking for idols and the Internet between the new entry point.

In my opinion, if it really wants to get up to the economy, there may be more thorough than now, such as the use of existing resources to create a group of star beauty Makeup Regiment, with their own products for the star to do beauty makeup services, stars in the activities at the same time, equal to the side for their own industry advertising. At that time, the same belongs to the eastern popular Music Bee network may be separated from the pure cosmetics electric business category, gradually inject similar "media electric Dealer" blood. Do not know then, with a vein, the same attention to media marketing of the United States will have any reaction.

I have always thought that in recent years, the fastest driven by the Internet will be from the media: the form of unrestricted, unlimited number of users, a wide range of user groups, rapid development, and gradually be valued by enterprises, and constantly shake the status of traditional media. Now need to admit, although not completely denied from the media, but if every write article "penniless" can have Lou such network influence, will not like me to write an article sour acid, and then look at their forwarding number dejected. The original idol is the Internet's most successful products.

Author: @ Piano, micro-credit public account: Piano Product Circle