The circle of friends was swiped by Wen Huijun
A new meme is born!Have your circle of friends been swiped by a strange middle-aged man?A ** photo of a middle-aged uncle, coupled with deep emo literature, this set of collocations has become the latest hit.
Wen Huijun Source: Screenshot of Moments.
Soon, this uncle also became popular on Weibo from the circle of friends"The circle of friends is swiping the screen" and "today's circle of friends is extraordinary".The topic rushed to the hot search on Weibo, with more than 100 million reads, which attracted more widespread attention. So, who is this uncle who dominates the circle of friends?
It is understood that this man's name is Wen Huijun, born in the 70s, and the information shows that he is a driving school instructor from Hebei. He first became popular on Douyin, and some netizens in the comment area explained that Wen Huijun has three Douyin accounts, Wen Shen is responsible for being funny, Wen Huijun is responsible for being affectionate, and Li Anwen is responsible for earning tuition for his son. When netizens saw the works he posted, they felt a bit like the post-00s after they got old, so they all took his ** to the circle of friends.
Netizen comments Source: Weibo.
On the Douyin platform, the three accounts of "Wen Huijun", "Wen Shen" and "Li'an Wen Huijun Driver Service Department" have more than 3 million fans. The content style of these three accounts is different, and at present, "Wenshen" is the account with the highest number of followers, with 2 million followers, and the content is mainly based on funny dances.
Wen Huijun's Douyin account Source: Douyin.
After becoming popular in the circle of friends, on December 17, Wen Huijun responded through the "Li'an Wen Huijun Driver Service Department": "Thank you for your love." In the **comment area, he said: "Welcome to the Wen family, we don't mind, I'll follow one first." And attached a screenshot of his circle of friends.
At noon on December 18th, Wen Huijun broadcast live on the "Wenshen" account, and as soon as the live broadcast started, it broke 100,000 at the same time, Wen Huijun danced in the live broadcast room, and kept thanking netizens for the gifts. According to the data, as of 12:15, this live broadcast received more than 11.7 million likes, and ranked 18th on the popularity list and 6th in the top 100.
The middle-aged uncle swiped the circle of friends, some netizens followed the trend and played stalks, and some netizens expressed disgust.
This kindFollowing the trend and swiping the screen spread have caused a considerable number of netizens to be dissatisfied, Some people said that they really don't understand that a middle-aged man is funny about sending emo quotesThe circle of friends is full of inexplicable stalks. ”
Netizen comments Source: Weibo.
But it is undeniable that Wen Huijun has indeed attracted the attention of the whole network, and the popularity continues to rise.
According to the analysis of market participants, the reason why Wen Huijun was able to gather many eyes in the short term is becauseCaptured the mood of the younger group。Wen Huijun, the face of the post-70s, the mentality of the post-00s, and the greater sense of contrast create topic points and attract people's attention.
In the current network, "going crazy" has become a kind of traffic password. Wen Huijun's three accounts have different stylesIn line with the mental state of young people "going crazy"., young people seem to follow the trend, but in fact, they vent their emotions with the help of memes and meet the needs of self-expression.
Wen Huijun is also a lucky person who was selected by the Douyin algorithm, and the content attracts young people just a little, flatThe booster is a key step to influence whether the blogger can stand in front of the stage。Douyin has added a lot of ** to Wen Huijun, which has helped the fermentation and dissemination of Wen Huijun's topic, poured traffic violently, and completed this screen-swiping communication.
Ordinary people who exploded overnight
With the help of the Internet, it is not uncommon for ordinary people to become popular overnight. "God-making" is not new on the Douyin platform, it may be said that it is easy to come by. Compared with previous years, this year's Douyin letThe masses see more "ordinary" creators
At the beginning of the year, "Migrant worker Xiao Zhang" successfully got out of the circle with the ** of "how to take the high-speed rail at the high-speed rail station for the first time", with 2 million fans in one month, and her fans have reached 3.53 million. In May, Mr. Huang became popular with the song "Dig and Dig in a Small Garden", with millions of fans and the popularity lasted for several months. Currently, the number of followers on her Douyin account has reached 76920 thousand.
Teacher Huang Source: Douyin**Screenshot.
In October, the Douyin expert "Yu Wenliang" also became popular and was considered to be a "representative of ordinary people", with more than one million fans in 7 days and more than 3 million fans in a single month. Most of his ** content is to record daily life casually, such as eating, exercising, etc., the shooting is simple and the editing is rough, coupled with ordinary appearance and identity, he unexpectedly won the love of netizens.
On the other hand, the soaring popularity of "Foshan Dianhan", his ** content is also close to the lives of ordinary people. He and his co-workers were screwing while talking about "philosophy of life", and their neat and uniform movements were easy to learn, which attracted netizens to imitate them.
On the whole, we can find that the popularity of these creators isThere is no core that is detached from ordinary people, the identity of ordinary people coupled with real content life, resonated with netizens.
One ordinary person after another stands out on Douyin, ordinary people have become a traffic password, and real life has also become a new content trend. So, why are more ordinary people becoming popular on Douyin this year?
Market participants pointed outThe content trend of the platform is closely related to the development demand。After Douyin experienced rapid development, traffic and user growth hit the ceiling, and user retention became a key point. Douyin needs to improve user usage time and stickiness, which means that the platform needs more creators and users to be active in the platform ecosystem. Most of Douyin users are just ordinary ordinary people, so Douyin needs to use these bloggers to pry users**, achieve the same frequency resonance with ordinary people, and stimulate netizens' desire to share.
Douyin's approach also seems to be returning to its original intentionDocumenting the good lifeIt is the initial positioning of Douyin. Today, Douyin has more than 700 million daily active users, and with the influx of a large number of ordinary people, Douyin's content has begun to develop in a more diverse and authentic direction. Like Yu Wenliang's explosion, Douyin seems to be telling the public that recording life on Douyin, it is very likely that the next person to become popular will be you.
The next step after becoming popular
Iron Douyin, flowing water Internet celebrity. When attention and traffic are at their peak, the real test has just begun. Ordinary people suddenly became popular, how to deal with the change of identity, how to seize traffic, and realize business monetization are the problems they must face after becoming popular.
Objectively speaking, there is nothing wrong with using traffic to monetize. It is not a secret that live streaming brings money quickly, and most people choose to bring goods to make money after becoming popular.
In September, Mr. Huang began to officially live broadcast the goods, and soon there was a topic of "digging and digging Mr. Huang's 5 live broadcasts with sales exceeding one million" rushed to the hot search.
However, Mr. Huang's delivery of goods has also caused huge controversy. At first, after Mr. Huang became popular, he said, "I am just an ordinary teacher, I can't sell goods, and I won't be an Internet celebrity." "Now that she has started to bring goods, it is inevitable to give people a feeling".Stand and standThis kind of business behavior has a sense of separation from the character image she shows in front of the public, and after bringing the goods, Mr. Huang's fans also began to decline.
There are many people who are popular, and controversy will follow after the explosion. Ordinary people are popular, which is a great test of a person's mentality after the change of identity, it is easy to float when it becomes popular, and it is easy to float when it is floatingThe character collapsed, causing a backlash
In November, Yu Wenliang started several live broadcasts, including a live broadcast screen recording showing that when Yu Wenliang was connecting with an anchor to PK, the other party said: "I will come to the circle when I come to the live broadcast." Yu Wenliang responded, "Is it so real?"If you say everything in my heart, let's circle it, brother!”
As soon as this remark came out, it sparked a heated discussion among netizens. After Yu Wenliang became popular, some netizens pointed out that he was not an ordinary person. **After the turmoil, Yu Wenliang's character also collapsed and began to continue to lose fans.
The main way to monetize live streaming and audience rewarding Internet celebrities。Now that Wen Huijun's live broadcast has attracted a large number of netizens, many of whom have rewarded. Of course, in the future, it is not ruled out that Wen Huijun will carry out live broadcasts. The end of Internet celebrities is live broadcasting, and the end of live broadcasting is bringing goods. But it is not easy to bring goods in live broadcasts, and there are many examples of anchors overturning because of "quick success".
In general, traffic comes and goes fast, for Wen Huijun, it is understandable to quickly monetize with traffic, but if you want to go further, you still need to continue to create high-quality content. After all,The next Wen Huijun may appear at any time
Author |Li Ying.