Net Red Circle Pink Popularity Is Weakening Star Aura.

Before the end of the Cannes Film Festival, Li Yuchun, Gong Li, Li Bingbing and Jing Bairan played the live broadcast on the American film platform.

Gong Li said: "the live broadcast can let the audience know the scene of Cannes at the fastest speed, and I think this form is very good."

Baoqiang Wang has also been playing the live broadcast of his new work "making a big noise" by fighting fish platform.

There is a saying that stars are playing live, which is strong.

Rice bowl, but in my view, it is exactly the other way round.

Net red circle pink popularity is weakening star aura.

Nowadays, network anchors only need the live broadcast platform of mobile terminals, so they can harvest fans continuously without leaving home, and even many net red have equal influence with today's stars.

Depending on all kinds of live and short video platforms, the speed of reaping fans is speeding up, and people have become more famous overnight. For example, after the release of miss you MV in the live broadcast platform of Malaysia's beautiful girl clover, it was quickly circulated in a short time, and was covered by many Ming stars (TFboys, Jeong Yong Hwa and so on). Netizens were fascinated by her sweet looks and dolls, and the four leaf clover became the "goddess of otaku" for a time.

Obviously, the scope of net red's field and talent shows wider than stars.

For example, the tasty little roast chicken is the popular star of the beautiful food channel. His popular way is to make all kinds of ways to make netizens greedy food cooked in the easiest way to share with us in humorous and funny ways, with various expressions and language to make cooking a personalized entertainment.

At present, fans are over 2 million.

The influence of many net red and the appeal of fans are already similar to those of celebrities. For example, meow Tai Sin's popularity is due to the fact that in July 2014, she uploaded and released interesting videos in the United States under the name of "mew big fairy taking you to stop taking medicine with you."

The video of meow fairy is mainly composed of fragments, and appears in a single whiteboard background wall with a variety of images.

Goddess...

Through the carefully arranged paragraph content and ingenious editing techniques, many fans have been sought after.

In the United States after the popularity of the surge, has been Maybelline, vip.com and other major brands to watch, at present, fans have reached 2 million 40 thousand.

In addition to talent, net red can create new ways of its own.

The high tone anchors Skm cracked, with a total playback of over ten million. The anchor, who has 1 million 200 thousand fans, has created the topic of filling up the lyrics and playing the lyrics.

Skm will usually interact with fans and chat with some fans.

I am more calm about my identity and the outside world: "I was not a net red member for a long time. Now everyone says," that is, nothing. "

We can see that the live broadcasting platform is becoming the net red production hatching factory, which stems from the positioning of the platform itself to the boys and girls. The net red is easy to catch up with the diversified needs of the young users to create the personal brand image and then set up their own brand. The net red with different talents can often find their own position to cater for the psychological demands of people seeking novelty, peeping privacy and needing existence.

To a certain extent, a more modern form of self expression is weakening the star's aura.

Where is the natural advantage of net red overturning stars?

Earlier, Li Yuchun, Gong Li, Li Bingbing and Jing Bairan all began to play live broadcast. Once the tall and unable Cannes red carpet, netizens could see the more real and personalized side in the goddess live broadcast.

In the live broadcast, Gong Li, the Queen's fan, showed his make-up bag to everyone.

This form of interaction has narrowed the distance between celebrities and fans, and raised the star's heat to a new height.

Even the scene of Li Yuchun's pick up in Cannes was not only acquired by fans in France, but by thousands of fans on the live platform.

There is also Wang Ziwen, who plays Qu Xiao in the hit song "Ode to joy". She also filmed a fashion blockbuster at a literary flower shop. She shared her filming with fans through the United States, and quickly asked her to talk about her life's dress and beauty tips.

We can see that some short video and live broadcasting platforms such as the US patten have evolved into the online star making factory, and gradually begin to be embraced by celebrities. However, there are still some characteristics that the stars can not copy. They display their unique images through personalized live content, form a rule of interaction with users, and create social activities centered on the Red Net anchor, which subverts the previous unilateral performance rules of the stars, and has more new characteristics.

An important reason why net red may overturn star status is that with the current mobile

With the development of 4G network, the improvement of smart phone HD video recording technology and various kinds of short video clips or even special effects APP, the video production threshold has been greatly reduced.

UGC, PGC and other content production spurted out, watching videos and live broadcast gradually became a user habit.

In the past, the packaging and marketing of celebrities mainly depended on television media. For example, the TV media camp represented by Hunan satellite TV was an important place for entertainment stars to promote themselves. Net red is a species of mobile Internet which has been popular with 4G network and high-definition video.

The stars wrapped in traditional media are far away from users, high above and beyond reach. Net red is near to meet individual needs.

In the mobile Internet platform, net red can interact with fans frequently. The handsome live beauty of live beauty is lively and interesting in front of users, and has its own characteristics. Fans can choose to pay attention to different net red according to their own needs.

Fans can get a sense of existence, need and sense of achievement by giving a comment to the anchor point.

Unlike stars, net red itself is IP, and with the expansion of user groups, the value of IP will be enlarged.

The enlarged IP value makes the way of realization more diversified.

The value of net red has begun to be valued by advertisers and brands. L'OREAL has recently signed up with a seven digit subscription to the Swiss fashion blogger Kristina Bazan, who has 2 million 200 thousand fans on Instagram.

In the US, net red's realisation operation chain is no different from stars. Net red and brand partners can upload photos of brand clothing, shoes and bags in Instagram to get rewards.

Net red is more professional and subdivision based on specific domain brand tonal. According to psychologist Selsen's theory of social psychology, "having similar feelings for others, interacting with others, giving or expecting to do something for others, and having the desire to maintain interdependence, is a more reliable and stable emotional structure".

It can be applied to the relationship between net red and fans, that is to say, fans can communicate and comment on the products recommended by net red, thus forming a mutually acceptable stable emotional relationship.

When the traditional media is going downhill, the influence of creating the star's inherent platform is also weakened. So the future of net red is likely to be favored by many advertisers. This also means that net red is depriving a number of other advertising revenue such as celebrity advertising.

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How to harvest net red value of platform: enlarge the value and influence of net red

At present, it is time for the platform to harvest the red value of the network, such as live games mainly based on fighting fish, tiger teeth, flag of war and so on, and live broadcast based on jumei.com, mogujie.com and Taobao live broadcast.

Many live broadcast platforms, such as Ying Ke, pepper, and MTV, have been competing in the competition.

Giants, venture capital and A share capital poured in, boosting the rise of a large wave platform in China, which is driven by interest. Net red and live platform are interdependent and mutually reinforcing, and the profit model derived from it has unprecedented imagination.

The early market layout and expansion of mobile live platform, which itself produces genes with short video content, will naturally expand faster, and the net red people who are active around these platforms will have a label meaning in a sense. Their success will promote more potential anchors or stars to join the platform, and these short video platforms will become the key content and resource providers of the live broadcasting industry, which will block the key entrance, net red IP and traffic.

And the ring powder is easier, the content quality is relatively high, the form is diverse, suits the platform which has the different ability net red to be able to stand out, at present the star and the net red likes to expose the marketing itself in the beautiful patting and so on platform, the future possibly in other platforms, the key lies in which platform will expand the net red value infinitely, forms the nurturing after 00 users, the brain residual powder soil, this to the capital market, means the bonus window.

Net red so fire: will the future grab stars' rice bowl?

And the popularity of net red often spreads from one platform to other platforms to drive the radiative diffusion of influence and social communication effect.

In this way, the platform side will often form a kind of adsorption power for all kinds of net red. Its imaginary space lies in that the live platform can also cut into the whole industrial chain of the net red hatching link and the artists' full range packaging, and freeze for its own brand. We can see that in foreign countries, Instagram has gradually developed into a fashion circle brand spokesperson and a platform for brokers to find models. This is also closely related to the pan entertainment positioning and the formation of brand image at the beginning of the platform.

The live broadcasting platform itself also has more content needs, including those who have personalization talents in the vertical field. These deep web red will likely promote these platforms to improve the future imagination of the platform image.

Net red can form a benign interactive relationship with the major broadcasting platforms and fans, and create their own tonality in the vertical field.

Net red is a copycat version of stars, while stars are centralized ecosystems. Net red is centralized. Stars are all derived from entertainment circles. But net red may come from all fields. This is the imagination of net red, and vertical and horizontal fields of personal and content output and personalized performances of net red have the opportunity to circle fans.

When fans and users are cut and diverted into the corresponding personalized net red, they will divert the influence and marketing power of stars. At present, many people say that stars also play live broadcast, and they will grab the net red rice bowl. Actually, it is not for net red, live broadcasting is the main business, for stars, this is auxiliary industry.

Stars will take care of their image and do not want to be too low to lay down their figures, but the net is bold. Therefore, net red is barefoot and does not fear wearing shoes.

In a sense, the star playing live broadcast is a kind of anxiety based on the pace of following up the times. The net is so red. After 90 and 00, the taste is so modern and two yuan. Obviously, this is a new trend. With a sense of future and post-modern ecological adjustment, with the development of this trend, net red is likely to grab the star's job in the future.