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What is internet celebrity selling goods?

In recent years, Li Jiaqi, the "Little Prince of Lipstick", has entered the online celebrity sales circle. His OMG sentence has made millions of girls crazy about it. Even if the conditions are limited, they will still say "This is so beautiful." As for Choshou, she once sold lipstick through PK with Jack Ma. However, there is no doubt that Li Jiaqi was the winner. With her Douyin color test, she captured thousands of girls and created the myth of selling 23,000 items in five hours; she combines beauty and talent. Papi Jiang became popular because of his funny and sharp talk about all kinds of modern life. Once a post-advertisement was auctioned for 22 million yuan. At the same time, he founded his own company and served as the chief content officer of Baidu. Chenfan, an online celebrity company founded by Wang Sicong’s ex-girlfriend Xue Li, had sales exceeding 100 million in the first 10 minutes of Double Eleven last year, and even created the myth of 6 E’s in turnover in one year.

Internet short videos are full of various Internet celebrities. Their marketing potential cannot be underestimated. Just a word can influence the choices of fans. With their recommendations, more It has created one hit after another.

I guess both we and the brand are wondering why netizens would rather trust recommendations from strangers than official advertisements? Most people may not have studied the core logic carefully, so today, I will take you to analyze it together.

1. Distracted attention makes it easier for Internet celebrities to gain consumer trust

Many reasons for marketing failure can be attributed to one factor - consumer attention is distracted. We are now in a In an era of fragmented media and fragmented time, this is why consumers’ attention is divided. Thousands of information flows come in every day, leaving consumers with more choices than how to choose and how to distinguish between information flows.

In traditional theory, brand advertising must reach 6 or more times in a month to change consumers' minds, which is equivalent to a large advertising expense. The emergence of Internet celebrities has solved the problem of cost-effectiveness in brand communication. They are active in the framework of short videos and frequently promote products. Although most Internet celebrities have a limited number of fans, their audience is precise. This is a large and precise traffic pool for brands.

At the same time, Internet celebrities are still in a position of "mutual trust" with consumers. Internet celebrities are also consumers, so they are in the same position. The difference is that Internet celebrities have different statuses as consumers. Take on the role of communicator. Therefore, Internet celebrities are closer to consumers and can influence consumers’ shopping choices.

So if your company, your brand, also has such an Internet celebrity spokesperson, do you still have to worry about your products?

2. Planting grass in consumer psychology

Under the Internet celebrity marketing method, the psychology of "planting grass" and "pulling grass" was born. "Planting grass" means to stimulate people's desire to buy under the active promotion of Internet celebrities; "pulling grass" means buying, buying, buying, pulling out the "sultry grass" in our hearts.

Even if consumers are very sensible, they may not be able to escape the experience of being "planted". In today's era, there are so many products, foods and even travel places to choose from. When we have difficulty choosing, we will choose the ones recommended by others as soon as possible.

Speaking of which, I want to gossip with you about why people are so easily raped? To summarize, there are three points below:

(1) Humans are animals that are good at imitating

In terms of clothing, people will cater to fashion trends and buy currently popular clothing products. For example, high school students wear school uniforms at school, so they only need to buy shoes when buying clothing. The only things that can match the school uniforms are sports shoes. Most people will choose to buy Adidas and Nike, on the one hand, they are mid-to-high-end in price, and on the other hand, they are popular. Each of their seasonal items is highly sought after for their fashionability, so they will be recognized by people. Similarly, if a fan likes the outfit of a fashion blogger, he or she will imitate it. This phenomenon occurs not only in the clothing industry, but also in the food and beauty industries. Similarly, in recent years, the emergence of Internet celebrity attractions has also catered to this trend.

(2) Good emotions can better sell goods

Making purchasing decisions based on other people’s evaluations is mostly dominated by emotions. Generally speaking, buyers first develop awareness of the product, thereby generating a desire to purchase, and finally make a purchase. In internet celebrity transactions, it is often the consumer who first creates emotions and then triggers the desire to buy.

(3) Internet celebrity economy brings precise customer flow

We have been paying attention to the consumption mentality of mainstream consumers for many times, but we have forgotten that China has a huge population, with countless seemingly Scattered, but actually a very objective number of niche circles. Internet celebrity supplies start from a niche and target precise customer flows.

Taking the example of Li Jiaqi, the “Lipstick Brother”, his customers come from women who have difficulty choosing lipstick and men who don’t know what kind of good lipstick to give women. From this perspective, he has captured a large number of people and formed his own unique customer flow.

For buyers, when a certain product becomes a hot item and they happen to own it, they will feel a sense of pride. "Being able to buy" is a sign of knowledge and is also a visual proof that they are involved in a certain circle. If you want to know more about the sales of Internet celebrities, you can learn more about it at Yunxiu Media.

The battle of Internet celebrity marketing has just begun. In the future, more and more entrepreneurs should focus on building their own personal brands and becoming Internet celebrities in their own niche industries. In this way, you can naturally link to more precise customers and partners, the future battlefield must be a battleground for traffic, and it will be precise traffic, so are you ready? ——Tianjin Oustron Technology Co., Ltd.