Nowadays, this illusory online world is running wild on the road of confusion. In the past two days, many people's circle of friends have been swiped by a middle-aged man's **. The fluffy hair, the vicissitudes of life, and the affectionate emo (melancholy) copywriting make people incomprehensible.
It wasn't until everyone checked on Douyin that they knew that this was a newly popular middle-aged Internet celebrity born in the 70s in recent days - Wen Huijun. Human, smell God.
Figure Network) is different from other Internet celebrities, Wen Huijun has three accounts on Douyin, during the day he is responsible for being a driving school instructor to earn tuition fees for children "Li'an Wen" (Li'an Wen Huijun Driver Service Department), at noon he is responsible for funny and dancing, bringing happy and happy "Wen Shen" to netizens, and at night, he has become a "Wen Huijun" who writes emo copywriting and arouses high-intensity resonance after 00.
Screenshot of the city boundary).
In the eyes of many young fans, the reason why Wen Huijun can become popular is because of the three ** styles displayed by the three accounts, which are very in line with the state of young people's "crazy during the day and emo at night".
Wen Huijun's popularity is seen by some as a way for young people to express their emotions. No matter what point of view, a fact that cannot be ignored is that the birth of this kind of confusing "amateur" Internet celebrity is becoming a common case in the short industry.
Not long ago, "Yu Wenliang", who became popular during the National Day, gained millions of fans in 10 days by virtue of his daily life such as eating, watching movies, and playing basketball, which was regarded by many industry insiders as the rise of "ordinary narrative". Earlier, Zhang's popularity was initially regarded as a successful "amateur" package.
At a time when the lives of "ordinary people" are getting more and more attention, Douyin is mass-producing "amateur" top-notch.
Xiao Xinyu, a post-00 generation, woke up early in the morning on December 17 and found that her circle of friends was all posting an old man she didn't know**, and she swiped many pages", she didn't know what it meant at first, and she swiped a lot of friends in a row**, and she realized that everyone was "playing stalks".
She who keeps up with current affairs and likes to play stalks, and on the same day, she also posted a circle of friends, "My life is like walking on thin ice, do you think I can go to the other side?".", with a ** of Wen Huijun, and changed the WeChat avatar to Wen Huijun.
The collective "rebellion" of young people has brought Wen Huijun to popularity, but it has also made many users and industry professionals exclaim "I can't understand". In a widely circulated screenshot, a mother asked anxiously after seeing her daughter in the circle of friends: "Who is that old man in your circle of friends?"You don't have the money to talk to your mother."
Screenshot of Douyin user).
Some users said that their 15-year-old sister heard about the army in the circle of friends, which scared her mother to think that she had found a 45-year-old boyfriend.
Although it is inexplicably hot, Wen Huijun has indeed been out of the circle on the whole network in the past two days, on December 17th, in addition to swiping the screen in the circle of friends and Douyin, the related topic "Circle of Friends Wenshen Swiping the Screen" has been on the sixth hot search on Weibo, and the topic "Zhang Wansen has Lao Deng in the circle of friends" has also been on the hot search on Weibo, of which "Lao Deng" refers to Wen Huijun.
On December 18, because Wen Huijun became popular, and even caused many users to pour into the driving school where he worked to learn to drive, the driving school staff responded to the outside world that they hoped that netizens would learn to drive rationally and not because of Wen Huijun.
Wen Shen "How hot is it?".One of the most vivid proofs is that on December 17, when his ** swept the circle of friends like a storm, his main account "Wenshen" increased its fan rate, directly exceeding the recent ** topic figure Dong Yuhui, and the Dongfang Selection behind it. New Douyin data shows that the Douyin account of "Wenshen" rose by 1.89 million fans in a single day on the same day, and continued to increase by 640,000 fans on the 18th, and as of press time, the account's fans have exceeded 3.72 million.
In addition, Wen Huijun's other two accounts have also increased their fans at an amazing rate recently, the "Wen Huijun" who posted emo copywriting has now reached 1.52 million fans, and the "Li'an Wen Huijun Driver Service Department" account is 840,000.
According to statistics from the city, as of press time, the total number of followers of Wen Huijun's three Douyin accounts has exceeded 6 million.
In fact, only a few days ago, Wen Huijun was still a not-so-famous driving school instructor in Hebei, although he had a certain degree of attention on Douyin, but his main account "Wenshen" had only more than 200,000 fans, and the "Li'an Wenhuijun Driver Service Department" account had only 300,000 fans. A user who had followed him before told City Circle that he was the most famous before was the driving school account, and there were several popular **, but the account was not very popular.
Such a crazy speed of increasing fans has also brought huge monetization potential, which was described by netizens as "pouring wealth into the sky", and the ensuing discussion became another story that everyone talked about: "My son's bride price is there", "I don't have to help my son earn tuition fees in the future, you can directly mention Ferrari".
Even because of Wen Huijun's popularity, "Jackie Chan" has become a new stalk, and many people asked in the comment area, "Uncle, what is the secret of Jackie Chan, I'll go back and teach my father." Many of them have already dreamed in the comment area, announcing that the next popular person is their father.
Whenever a round of traffic sweeps in, the monetization story behind the traffic is often the focus of more attention from the public.
After becoming popular on a small scale, Wenshen's live broadcast on Douyin became more frequent, and three live broadcasts were broadcast on December 16. Later, two more live broadcasts were held on December 17 and 18, of which the live broadcast on the evening of December 18 was opened until 1 o'clock in the morning.
Among them, the most concerned are naturally the two live broadcasts on December 18th, at noon and evening on the same day, the city boundary entered the Wenshen live broadcast room many times, and found that the number of ** people has been maintained at more than 100,000, with more than 10 million likes, netizens have been frequently brushing various gifts to Wen Huijun, "sports cars", "private jets", "rockets" continue to swipe the screen, and Wen Huijun frequently thanked him in the live broadcast.
According to Xindou data, on December 18, Wenshen's two live broadcasts ended up with more than 20 million people. Among them, 28.64 million people poured into the live broadcast room at noon, with the highest number of 330,000 people. There were 26.56 million live broadcasts in the evening**, and the highest number of people reached 47790,000 people. In the live broadcast on the evening of December 19, the number of people exceeded 37 million, and the peak number of people reached 6360,000, a single live broadcast increased by 1740 thousand.
Figure Xindou) huge traffic, how much "wealth" did it bring in the end?
On December 19th, many netizens swiped the screen in the Wenshen ** comment area and said that in the two live broadcasts on December 18th alone, Wenshen received 6233 carnivals, and a carnival can get 1400 yuan after tax, and the income reached 8.4 million yuan in one day, which is not counting other gifts. However, this calculation has not been officially confirmed.
Screenshot of Douyin user).
Some users said that they saw all kinds of local tyrant users swiping gifts so wildly, and the last time they saw it was in Brother Xiao Yang's live broadcast room. Some people even ridiculed that in Wenshen's live broadcast room, even the sports car had to queue up.
Figure Douyin screenshot).
On the evening of December 19th, the "Wenshen" account opened a live broadcast again, and the live broadcast room was **on**, until more than twelve o'clock in the morning, and users continued to brush gifts such as gold Porsche, and Wen Huijun's father and son have been constantly thanking the audience who gave gifts. This live broadcast lasted until 00:40 a.m. on the 20th, during which the number of ** people has been above 100,000, and the live broadcast has more than 20 million likes.
Image source: Douyin screenshot).
In addition to the regular live broadcast, many users are also speculating that Wen Huijun may start live streaming in the future.
However, a number of MCN people told the city that they are not completely optimistic about this kind of entertainment Internet celebrity delivery, "the difference between entertainment live broadcast and e-commerce live broadcast is still quite big." One of the MCN people gave an example that an entertainment anchor he is familiar with has a good audience, and every live broadcast is 100,000 plus viewers**, but the goods just can't be sold.
At present, the speed of the increase in fans of Wenshen's main account has declined, and some fans told the city that they are tired of posting too much in the circle of friends, and they have not been paying attention to Wenshen's follow-up actions. Just like Yu Wenliang, who became popular in October this year, in just two months, its traffic has dropped to only tens of thousands of likes, and the number of fans has dropped from more than 3 million to 27190 thousand.
When Internet celebrities are constantly upgrading, only the platform standing behind them will always stand.
In the past two years, there have been countless Internet celebrities who have become popular through short-** platforms such as Douyin, Kuaishou and Bilibili, but most of them are like a passing cloud, and few people can continue to be popular for a few months, and many of them have fallen into huge controversy after becoming popular.
Take Douyin as an example, in December 2021, the rural Internet celebrity "Classmate Zhang" attracted 12 million fans in two months, and in May 2022, Liu Genghong achieved a miracle of tens of millions of fans in a single day on Douyin with his fitness live broadcast.
Compared with these record-setting big Internet celebrities, Wen Huijun's fan growth rate is not surprising. But from Yu Wenliang to Wen Huijun, the difference between them and the previous Internet celebrities is that they have stronger "amateur" attributes, and they are more like ordinary people around them.
And what is reflected behind this is actually the traffic idea of the platform to promote various "amateur IPs" out of the circle.
According to the city, Douyin's live broadcast business is divided into four sections: e-commerce, local life, show and comprehensive vertical, and the assessment indicators of each section are different.
According to industry insiders, due to the impact of the incident of Douyu CEO Chen Shaojie, all major live broadcast platforms have carried out a round of rectification of show live broadcasts, and this type of live broadcast traffic has been greatly affected recently. The popularity of amateur IPs like Wen Huijun can make up for the decline in traffic of the live show to a certain extent.
Although many industry insiders said that the popularity of Wen Huijun this time has a large "accidental" factor, some people close to Douyin live broadcast told the city that Wen Huijun's increase in fans in the past two days should be natural traffic, and Douyin's role in it is limited.
However, as a short-** platform that started with a "recommendation algorithm", the biggest difference between Douyin and other platforms is that it has a stronger control over the traffic of the whole platform, and through the algorithm, it has mastered the "faucet" of the platform's traffic pool, which can more easily adjust the direction of traffic.
This point is more obvious in the e-commerce live broadcast than the entertainment live broadcast, whether it is Luo Yonghao or Dongfang Selection, there has been a sharp decline in traffic after the platform is downgraded.
Nowadays, Douyin regards "amateurs" as a key direction of star-making, perhaps it is also the current young people who have more expectations for this kind of "amateur popularity" and "grassroots counterattack" stories, and the platform also needs to conform to user emotions, and their popularity can further stimulate the creative desire of users on the whole platform.
But as an industry insider mentioned, although Douyin may become popular every few months a "amateur" Internet celebrity, but under Douyin's close to the total number of Internet users**, the probability of such a "splashing wealth" may be lower than that of ordinary people.
Just have fun, let's work honestly. On the evening of December 19, in a message of "mutual relations" and "getting rich" in the Wenshen live broadcast room, a user wrote.
Author |Zeng Guang.
Edit |Dong Yuqing.
Operations |Jia Tianyu.