In the formal dissemination He Tuber stage, "Offer5" is released through official channels, such as Tencent Video, social platform official accounts, etc., and at the same time, through various publicity channels, such as TV advertisements, posters, trailer reveals, etc., the information about the program's launch is conveyed to more people. audience, providing a starting point for social communication. September, when the program is aired, is also a time when many fresh graduates are entering the workforce. The timing of the program can easily arouse attention and resonance, and become a communication inducement In the interpersonal communication stage, "Offer5" will pass the information to more closely related audiences through social media, word-of-mouth communication, etc., such as variety show enthusiasts, old fans of the show, film critics, character fans, etc., who will launch the program Information is spread to family and friends as social currency. Workplace variety shows not only show the working status of interns, but also show how to deal with different workplace problems and dilemmas. They are practical and useful for people in the workplace and bring spontaneous word-of-mouth communication.

In the central communication stage, members participating in the recording, celebrity observers, and the production team will interact with the audience on social media, share behind-the-scenes stories and production processes on various social platforms, and shorten the distance with the audience. As the program starts, well-known commentators, KOL bloggers in the fields of job hunting and other fields will start to discuss relevant clips and content views in line with the hot topics of the program, bringing more hot discussion and dissemination to the program, and more viewers will be attracted. Program officials will also select topics that are public and relevant to public sentiment on the platform for discussion and guidance, such as "i people e people", "first salary after graduation", "white moonlight offer" and other topics that the public cares about and can easily resonate with.

In the non-central communication stage, "offer5" transmits information to a wider audience through various channels, such as WeChat groups, QQ groups and other non-central communication channels. The program produced a variety of short videos with public topics and stories, such as "Offer5 interns act like I just joined the job, and I was surrounded by gods and shouted for help all day long", "Interns repeatedly touched forbidden areas during interviews" and other short videos. Video clips. These variety show clips will quickly build up communication potential. Users who watch the clips will unconsciously participate in the discussion and care about the follow-up direction. They look forward to dramatic follow-ups such as successful counterattacks and the fall of geniuses. At this time, they will go to Tencent Video to watch the full program.

Circle-breaking communication is a new social communication method that emphasizes expanding the influence and popularity of products or services through communication across social circles and social platforms. Its mechanism is the reference effect. The product takes advantage of the motivation of "outsiders" to become "insiders" and achieves cross-platform and cross-circle development through different methods and media on the basis of consolidating the territory of the original "insiders". Break the circle at different levels and across regions. For Internet product designers, it is necessary to fully understand users' social behaviors and needs, and choose appropriate ways and means to break the circle to achieve rapid dissemination and diffusion of products or services.

Generally speaking, circle-breaking communication can be divided into the following types:

Cross-platform breakthrough: spread through different social platforms, such as WeChat, QQ and other social platforms, to expand the spread and influence of products or services. Allow users on different social platforms to communicate and interact, increasing product exposure and user participation.

Cross-circle breaking: spreading through different social circles, such as through different social circles such as friends and family, breaking through circles from professional circles to public circles, etc., to expand the dissemination of products or services across different audience groups Scope and influence. This method allows users from different social circles to communicate and interact.

Breaking the circle across regions: spreading through different regions, such as users in different cities and countries. This communication process is often accompanied by breaking the circle of language and culture.

Case: LinkedIn

LinkedIn is a professional social platform for job hunting, mainly for users in professional fields such as business and workplace. Through professional circles, career development, knowledge sharing and other functions, LinkedIn provides a platform that supports circle-breaking communication, allowing workplace and professional activities and information gets broken.

Users can communicate and interact with professionals in different fields through LinkedIn's professional circles; users can also learn about recruitment information and career opportunities in different industries through LinkedIn's career development; users can also share their own experiences through LinkedIn's knowledge sharing Professional knowledge and experience to attract more followers and readers. Potential practitioners can join relevant circle activities to obtain information and connections before joining the industry or company. In the process of communication and sharing, information will break the professional circle from industry insiders to the public.

Some circle activities want to reach more people on LinkedIn. They can also distribute and pay for promotion to different audiences through LinkedIn to expand their influence and increase user awareness and participation.

Case: Airbnb

Airbnb is a global online short-term rental housing platform that carries homestay introductions, travel guides, local culture and other information, and radiates to the audience through its official website, APP, social media, advertising and other means.

Traveling across regions and countries is itself a cultural thing. Airbnb focuses on providing real accommodation experience and introduction to local culture in content dissemination to help users better understand local customs. At the same time, it provides the host’s journey, language, hobbies, occupation and other information to reduce friction between cultures, allowing hosts and guests to eliminate cultural and language barriers and better understand each other through sharing and communication. At the same time, users can filter the languages ​​supported by the settled environment when searching to prevent gaps caused by language and cultural differences.