Why do some bad marketing become popular?

Guide: But if people don't like this song, why does it fire? Why are hundreds of millions of people watching and sharing videos?
A few years ago, a girl named Rebecca (Rebeccablack) quickly in the online red, she sang "Friday" music MV was watched more than 300 million times, is the most popular virus video. And she became a millionaire. But there's a problem--everybody hates that song.

Blake's mother spent 4,000 dollars to make this song for her daughter at the record company Ark Music Factory. It's a mediocre piece of work: A teenage girl gets up in the morning, goes to school, and deals with typical teenage troubles, such as sitting in front of a friend's car or a back row seat.

On the whole, it's not a blockbuster, and even someone who evaluates "Friday" is "the Worst song in history".

But if people don't like the song, why does it fire? Why are hundreds of millions of people watching and sharing videos?

By analyzing the search data, you may find the answer. Looking at the number of "Rebecca" on YouTube, an interesting rule can be found: showing a surge in search volume and then falling, followed by a surge, then a fall, and so on.

If you analyze it more carefully, you will notice that these surge points are not random. In fact, they appear once every seven days, not too much. And look closely, they always appear on the same day of the week. What day is it? Friday. Black's songs are bad in the weeks, Monday or Tuesday, Wednesday. But Friday seems to create a background, or some kind of stimulation, to get people to think about this song and share it with each other.

"Friday" can become popular, how hard?

People share information on the Internet up to hundreds of millions of dollars a month, how many of them will cause online Word-of-mouth spread? 70%?50%? or 25%?

The answer is only 7%. That is to say, most of what people produce online is submerged in the vast flow of information. Not every piece of information can quickly catch people's eyes, in the mouth of a huge spread of popular communication network. So how can content or products become popular?

Before exploring how to do it, you might want to see why, why is something and things going crazy, and some things and stuff just a flash in the pan? Why is it that certain products, ideas, and behaviors can become popular trends in social media, while others cannot stir up waves?

After analyzing tens of thousands of infectious information, products and ideas, Jonah Berger, a professor of marketing at the Wharton School of Business, Jonahberger that the appeal of popular content has six common principles at work, and that it forms the underlying causes of the information that can be noticed, discussed, and widely disseminated:

• Social currency

Emotional;

• Practical value;

Incentives;

• Public nature;

Story。

Business owners around the world are using various social media platforms to promote their products and reach consumers. Some of them have been successful, but there are some who have spent a lot of money but have done poorly. So before you start using a social media platform, it's important to think about what it is that lets people talk about and share something, and then explore how to apply these popular principles to marketing.

Not long ago, the American Science and Technology blog 9to5ma on the revelation of the Apple public relations model of the article widely circulated. The article revealed that Apple's every session will only send invitations to special guests, including a handful of Apple employees, large news media journalists (such as Bloomberg, The New York Times, Reuters and The Wall Street Journal), and a small number of reliable bloggers who have published positive reports. Apple's most staunch supporters are often able to get news or invitations in advance. These limited entry permits make the invitees look more special, becoming "capital" on social media and being talked about.

The noun coined by Jonah Berger-"social currency"-is a metaphor for what people enjoy in social circles, and a symbol of identity "privilege". He believes that the quality of sharing runs through the lives of people who share new clothes with their families and tell their friends which new restaurant is worth a try. The willingness to share ideas, ideas and experiences is the foundation on which social networks can be popular.

The desire of the user to talk about the capital and status of the society means that the brand has to know the depths of people's hearts and let them feel that they have entered the world they desire. Adjust the rules of the game to cater to their friends around the need to show off their identities, build their desired image.

The key to developing this attraction is to make things look more interesting, novel and special. How can it be achieved? One way, says Berger, is to break the rules and put forward products, ideas or services that are contrary to the mindset of the people; Another way is to set up incentives like games.

A few years ago, Burberry launched a social-networking online platform called Artofthetrench.com. The brand commissioned "Thesartorialist" photographer Scott Schuman to take a series of pictures of the Burberry trench coat uploaded to the site, visitors can choose their favorite and review photos, and reprinted to their social networks (including Facebook and Twitter) Share ideas. At the same time, Burberry invited site users to submit photos, and selected some photos uploaded to the website, build a global reflection of personal windbreaker style image library. Is there anything more exciting than a personal-style photo being Burberry selected in the global campaign? The "game race" Mechanism has prompted the site to grow at a rate of 50% per cent.