"Mother hit me Again" Why can fire?

There is no hot spot in this world, the person that participates is many, also become hot spot.

Mom, hit me again. After this cartoon fire, a lot of friends asked how to successfully produce a mother of the phenomenon of the dissemination of the case, read this article, I hope to help you.

We know that the spread of a content depends on the technical and psychological aspects. And in these two levels, there are several decisive factors:

First look at the technical level

1, Sina Weibo launched, leading the three-layer transmission chain

The essence of micro-blog content diffusion As with mass text messaging, the wider you are, the more people you know. This is the underlying property of the information flow. In my mother hit me again (hereinafter referred to as "mom hit me") This incident, Sina Weibo (note, Sina Weibo, it is the mother hit my hot promoter.) used the input bar to the upper right corner of the text chain and the top line second text chain to promote, in this strong channel of power, it formed the first round of the content of the initial spread. And in the initial spread, Sina Weibo content small series should be and part of the Reds account to communicate, decorate them for the second time spread. This round of transmission because of the Reds (pushing hands) as the core points and interesting content, more accurate spread to the Reds fans, this is the second round of transmission. Then, the Reds fans began to produce content spontaneously, this is the third round of transmission, a whole chain of communication in this form. (Of course, some people here will say that a large number of corporate blue v also do content adaptation, increase the content of the spread.) But personally feel that Blue V should be categorized into the third round of Reds fans, so there is no more to say, the following will be mentioned. )

After the formation of the transmission chain, mom hit me the content brought two voices, support and opposition, but in any case, caused a lot of controversy. There is controversy on behalf of the concern, there is a natural spread of concern. At this time, pushing hands to exit, UGC into the natural spread of the spread of growth.

2, the production of content generators, to facilitate the face of the whole people

The good communication of the picture class content is because Sina Weibo's characteristic decides, but the picture class content's biggest difficulty lies in the adaptation difficulty, PS also is not everybody will use. Even if you do, you may not have the time to have the energy and the will to do the adaptation. However, with the generator, it is not only a stand-alone content, but a set of completely without the operational difficulty of the template. The popularity of comic books in recent years has been largely because they have developed content generators that allow anyone to easily bring their ideas into the world and share them with others.

The place, after mom hit me online after the content generator, (I have always felt that the person to do the generator is the wave of their own people) a large number of UGC content on the line, the national hit the face began.

I paid attention to the breakout period of this content on the same day, after four o'clock in the afternoon in Friday. 1, Friday This time point is that everyone inadvertently work, start gag time. 2, after a day of content fermentation, hot spots have been formed. 3, generator on-line, generator is the catalyst, greatly accelerated the mother hit my content information explosion speed.

3. Bizarre and distorted plot design, releasing participants ' pleasure

This is the technical level of the most difficult, because the implementation of plot design technology, need a lot of psychological knowledge accumulation. So the creative content of the planning, itself is a combination of technology and psychology. The transfer of content requires a rigorous design. I don't know anything about it, so I'll talk about it on a superficial level. First of all, is the title of the article, all of them should have seen a film, called Mother Love Me again. It is a warm film, but also a part of the collective memory. So when my mother hit me again this title appeared, the first awakened everyone's memory, many people because of curiosity to go in, sparked controversy.

Second, the four-grid comic content, the first two are used in the children's book Painting Wind (also the collective memory of the group), and then two of the original should be developed to subvert the content. This bizarre and twisted twist is exactly what the black humor and plot conflict show. In addition, there is a point, the daughter of the comics should be the primary school time teacher called on everyone to learn a good example, also known as "the Children of others", this image has been repeated in countless times in the hearts of people, and now the words called Couba, we all have some hatred of this person. So when the Couba character was beaten, everyone was holding "someone else's child was finally unlucky." "The dark cool mentality, and the attacker or Couba his mother, two perfect role of the hedge, and Couba his mother this hate value of the role of a strong ethical stance played a high hatred Couba, we will have a" finally out of the mouth evil "refreshing feeling.

Let's talk about the psychological level.

4. The sense of bringing in the map cannon

Well, don't spray me first, this time of year, bring into the sense this time has been said by the Internet analysts the wind water. Millet marketing is a sense of the fans, micro-letter payment is a feeling of the situation, Coca-Cola is the personality tag into a sense, Durex is ... Oh, Durex now has been a myth because of marketing, do not know if analysts take it will be a sense of honor ...

In this cartoon, I want to say that the sense of generation is the relevance of the comic content. First, the red people make or forward the content is basically for constellations and occupations, this attack range has exceeded the map cannon, is an individual will certainly be summed up, when we see this content, we have in mind and comics have been linked.

After that, when we read the comics and had a good time, our spit mood was hooked up. With the generator, we can make the spit in our hearts unique content, to create content to meet their own personality, and to share, let friends see our ideas. This psychological sense and the operation brought about by the generator brought into the sense of the feelings of our hearts, like a knife, across our numb nerves. Like a shovel, flatten the little bumps in our hearts.

5, black and black is a popular expression of young people

Mom hit me for a lot of attention because of our dissatisfaction with the surrounding environment. In the afternoon of Friday, I used the generator to make a picture, mother: daughter, what is your boyfriend? Daughter: Dry Internet. "Snap!" I sent this picture in my circle of friends, and the praise followed. This is my own black, but my friends have said, "Once you accept this setting, it feels pretty cute." "," Be black good happy, think of their girlfriend, still a little bit excited. "What is this spirit?" Since the black brings not only our own life of the spit, but also can let others feel a ' know you also have a bad, I balanced in my heart ' feelings, this is a psychological level of the alliance, we can use this feeling to comfort ourselves.

Of course, the feeling behind it is a similar "broken generation" of the youth culture environment. The effects of this kind of environment are similar to the Ginsburg "howling" of the entire 1956 years of the United States. Is the rise of the channel is blocked after the death of confusion, is a lack of security of panic, is the use of traditional values contrary to the self values of resistance. (Sorry, I am advanced ...)

At the same time, when this feeling spreads, our thinking activist or topic initiator will find a sense of being satisfied with the vanity that is aroused by the sense of being concerned.

Of course, this mentality brings the group infection also spreads to other professions. I believe that if I spit the public relations, will be a little bit of praise to the explosion.

6. For KPIs, Blue V is desperate for hot content

Finally, I'd like to talk about the involvement of Blue V I said before. Social media Marketing does not know when it became a synonym for marketing. In order to KPI, we have to quickly seize the hot spot for brand transplant. Therefore, blue V for hot content of the craving has exceeded the scope of their own control (here is Blue V, Blue v not only contains micro-BO small series, but also a reflection of the enterprise socialization marketing ideas. In this uncontrolled, creative into imitation, shoddy ideas abound. In the past few months, there have been countless companies have made "headlines", "intension", "I am Staying", "tyrants as Friends", but these are ineffective efforts, are your microblog fans of the small partners will forget the garbage fragments. Fast-paced marketing demands in the constantly different social hot/hot words to the peak, and after the peak, hot words become vulgar words, abandoned by the Internet. Fang, do you remember Jia at Daming Lake?

After mom hit me. Behind the heat of this event, we see the energy of Blue V, which, as a hotspot broadcaster, relies on the power of collective imitation to hold events to the top. Then we saw that, just one weekend, there was no sound, as if never before.

The tragedy is that such content transplant imitation is regarded as a creative, such an adaptation contest is regarded as the vast blue V of the assessment, such impetuous marketing is regarded as a guild.

Don't ask me what to do, because I'm just one of the vast blue v.