Why use interest culture instead of single fan culture? Because I feel that although fan culture has its value, its influence is no longer what it used to be. Although there are indeed some loyal fans who follow a certain star for a long time, such examples are rare.

Interest culture covers a wider scop, HE Tuber involving lifestyle, hobbies, entertainment, emotions, food, sports and many other fields. These points of interest can quickly switch, bring people together, and form a resonance among large groups.

If you often watch short videos, you will find that many topics can quickly arouse widespread resonance. For example: What have I lost this year? Life without hands is meaningless. Princess, please get in the car...

I remember that there was a time when Oriental Leaf was particularly popular. After careful research, I found that because many people felt depressed during that time, the copywriting it provided touched this emotional need and provided people with psychological compensation, so it became popular.

Many brands know that leveraging trending topics is part of topical marketing.

But have you ever thought about why, despite countless topics emerging on big platforms every day, many brands struggle to capture these hot spots? Or, why do some KOLs or ordinary people become famous with just one sentence?

The key lies in the "closed loop" of marketing.

From taking advantage of the situation to using the topic, we must eventually form an instruction. This instruction is like, we need to complete a certain task and go to a certain place to check in.

KOLs and amateurs can complete a certain command on the platform immediately, so they can earn more than 100,000, but what about brands? Generally, the lack of instructions after participation makes it unclear what to do next, so it is difficult to trigger actual actions.

If you don’t believe me, think about it, are the dance instructions for “Subject 3” provided by Haidilao? Of course not, it is popular on short video platforms, but now many people are eating, and when thinking about subject three, why go to Haidilao?

Because Haidilao has successfully transformed this online hot spot into an offline experience, allowing customers to experience this popular culture in physical stores.

Just like Mixue Bingcheng, every action on the Internet guides you to participate or purchase in an offline store.

These three points have become Haidilao's standard moves. Perhaps in the future, more popular dances, topics, and memes will become secret codes and traffic passwords for eating hot pot. Think about it, right?

Summary

You can learn Haidilao marketing. Compared with the series of memes such as Subject 3, Princess Please Get in the Car, Every Cause Must Have a Fruit, I’m Too Difficult, perhaps the brand should stop and think about whether the current users have really changed?

columnist

Wang Zhiyuan, public account: Wang Zhiyuan, author of the best-selling book "Compound Interest Thinking", everyone is a product manager columnist. Internet scholars, the technological Internet on the left, and individual cognitive growth on the right.

This article was originally published on Everyone is a Product Manager. Reprinting without permission is prohibited.

The title picture comes from Unsplash and is based on the CC0 license.

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.