The interactive replies of McDonald's Weibo official account are frequently out of the circle, and every Thursday, the circle of friends will frantically swipe the hot stalk of "Crazy Thursday". Crazy week on the internet.
Fourth, the stalks of Maimen believers are endless, and the operating official accounts of many brands have also begun to actively interact with netizens and be together"Crazy literature".Carnival in the hot spots. Brands don't seem to sit as upright anymore as they used to, and younger people prefer more casual, "crazy" brands.
1. Operational hotspots - the wave of "crazy literature" set off by young people
Take "Crazy Thursday" as an example, I believe many people have seen the related second creation, its form is too rich, including cold jokes, making up stories, combined with current affairs, although going around and around in the end is always V I 50, but the humorous elements and creative factors still make these stalks spread wildly.
Different from some well-established activities in the past, "Crazy Thursday" and crazy literature such as Maimen believers are more of young people themselves constantly producing. McDonald's official account personally "went down" and interacted with netizens to play memes, which made consumers feel excitedIt satisfies the emotional value of consumers, frequently out of the circle.
2. Why can the crazy second creation burst out with huge energy?
The main key point of this type of operation mode is to stimulate consumers' enthusiasm for secondary creation, and consumers can also help brand promotion with consumption, so why not. The major brands "go crazy" together, interact together, and use their products to play with their own products, but also to stimulate consumers' enthusiasm for second creation, maybe they are the protagonists of the next "xx literature".
Brands or products that inspire consumers to create new ones often need some of the following characteristics, one is that the brand or product itself has a high levelDiscussion space, such as McDonald's and KFC, are all highly popular brands; The second is certain characteristicsCatering to the mentality of young peopleOr haveDiscuss the heat
3. How to win the young market by brand operation
Grasp the mentality and focus of young people。Young people are often the main force of the second creation of major platforms, and brands should have insight into the consumer market and the target group of their products, and grasp the mentality of young people and the hot spots in the current circle.
Discover the characteristics of the productIt doesn't have to be a rule, labels such as outrageous, casual, and loose are more attractive. Today's young people are more casual, freer, and more in need of emotional values. Brands can explore the unique and even outrageous characteristics of their products, and arouse the attention and even resonance of young people.
Take advantage of the new ** operationto expand visibility and connect young people. Today's young people are more inclined to obtain information and content through new platforms such as social, short, and live broadcasts, such as the familiar Shuangwei Yiji, and brands can interact with young people through the new platform in order to connect with young people and deliver brand value. If you want to produce high-quality content that resonates with young people, you undoubtedly need to invest a lot of time and energy. And if the brand itself doesn't know how to reach the young people, it can make good use of external tools, such as inReed Notesto attract capable and experienced creators in related fields to help promote your brand.
Using the focus of young people to do marketing, the effect is twice the result with half the effort, and it can also achieve self-communication, which can easily attract a lot of "iron fans", save time and effort, and allow the brand to get a large number of ** in the public domain, why not? Grab the hot stalk and see what new tricks the young guys can play!
Hotspot Engine Program