Full text *** 1393 words, recommended reading for 4 minutes.
Maybe you don't know Su Daqiang, but you must have seen this expression pack.
Because of the wonderful performance of the old drama Big Red Mud in the drama Everything is Fine, netizen Mario Huang Xiao made the role of Big Red Mud Su Daqiang into an expression pack, which instantly became an online explosion.
Even the brands are involved and advertise themselves through "Su Daqiang".
In fact, this is not the first time that Yan Wen has become popular on the Internet. Fu's The Power of the Wild, Wang Sicong's Eating Hot Dogs and Santa Claus all set off a craze on the Internet.
Why are these characters always "an instant hit" on the Internet? What's behind it? Let's take "Su Daqiang's Expression Pack" as an example and make a simple analysis.
Visual hammer
Author:? Laura Reese
Douban score: 7.2
The first reason is that Yan characters are basically composed of easy-to-understand characters and intuitive images. At first sight, users will understand what the creator wants to express.
Vivid and interesting visual images are convenient for users to remember and use. Therefore, it is not difficult to understand why many brands are advertising with "Su Daqiang Expression Pack".
In the book "Visual Hammer", the author wrote how to use the brand's visual design to design this hammer, and vigorously implant the product name and product slogan into consumers' minds, so that consumers have an impression and emotional memory, and even cause * * *.
In the author's opinion, the implantable visual hammer is much more powerful than the text itself. We can make up for the shortage of marketing resources by amplifying the energy of various signboards, websites, manuals and information.
From papyrus to Internet:
Social media 2000
Author: [English] Tom Standich
Douban score: 7.7
The second reason is that social media provides a place for Yan characters to spread quickly. From the Internet to the mobile Internet, the speed of information dissemination is getting faster and faster, and the scope is getting wider and wider. Therefore, the fire of "Su Daqiang's Expression Pack" cannot be separated from the help of social media.
From papyrus to Internet —— Social Media 2000 tells us the past life of social media.
The author wrote in the book: "No matter what form social media takes in the future, one thing is clear: it will not disappear. As mentioned in this book, social media is not new, it has existed for centuries. "
In the author's view, modern social media has a characteristic, that is, anyone can share information with others conveniently and quickly, thus giving ordinary people the right to set topics collectively, which used to be in the hands of big publishing companies and broadcasting companies.
marketing management
Author: [America] philip kotler/[America] kevin lane keller
Douban score: 9.0
The third reason has a causal relationship with the first reason.
Because the "Su Daqiang emoticon pack" is on fire, the brand side uses emoticon packs to promote it. The combination of brand products and emoticons further promotes the popularity of emoticons. This is an interactive process.
This is also an aspect of brand marketing. The author of Marketing Management tells us that marketing is a process of providing the right products and services to the right consumers at the right time, at the right place and at the right price with the right information communication and promotion means.
The Tipping Point
Author:? [Canadian] Malcolm Gladwell
Douban score: 7.8
Finally, expression packs are a form for young people to express themselves. Vivid and interesting emoticons give users one more choice in expression.
Moreover, the similarity of using facial expressions will make the users of communication have more psychological buzz and sense of identity, deepen their goodwill and contact, and further promote social interaction.
The author of "The tipping point" puts forward three factors to detonate popularity: the law of key figures, the law of attachment factors and the law of environmental forces.
Among them, the law of adhesion expounds the characteristics of information dissemination: under the same conditions, the higher the degree of adhesion, the greater the possibility of information detonating popularity.
So, what is adhesion? Simply put, it is how much impression people have left on the information, whether they have taken corresponding actions and how many actions they have taken.
According to the law of adhesion, the character "Su Daqiang" left a deep impression on the public. On this basis, it is not surprising that the expression pack is on fire.