for MCN institutions with few barriers, seizing deep users is tantamount to setting up barriers.
original title: use fan culture to cultivate 16 teams KOL, "inflamed people" want to play vertical sports short videos in pre-match scenes
fans, is a group of their own traffic, around the same central driving force (idol) and spontaneously formed a natural community organization. Between identity and economic ties, fans always maintain a high degree of unity with their idols. They take following idols as their mission, and under the guidance of idols, they are subdivided into communities of different attributes to fight for their idols. In the field of sports, fans are mostly shouting for a team, and the competition for honor between teams also makes the confrontation between fan groups full of competition, topic and honor, and the topic means traffic. the production company of the good night collection MCN takes a fancy to this attribute of the fan group. It wants to create a vertical sports short video of a pre-match scene. By complaining about the PGC short video, it creates 16 Chinese Super League teams KOL, extends the game topic from inside to outside the court, attracts fans of vertical teams, and cultivates users' viewing habits. fans have a strong sense of identity and provocation, and they usually take a clear stand. As a result, the inflamed people abandon the traditional neutral event interpretation and turn to a clear-cut and oriented charismatic interpretation, where there is conflict, there is a topic. The male-dominated sports fan group is not satisfied with the "superficial peace" in the star-chasing culture of female fans, and they are more inclined to confront and compete with each other's DISS. And this is popular with short videos that require traffic. at present, the company has trained a KOL-- of Shenhua team, that is, Shenhua inflamed person, as a figurative representative of the team's fans, similar to the pink head in the star-chasing culture. The KOL has worked with the company to plan two short video programs with a duration of 3-5 minutes. the company chose Liangwei and Tieba, a distribution center for sports fans, as the content distribution platform to ensure maximum traffic. Weibo data show that the number of broadcasts in the first phase reached 2.5 million, and in the second phase, 1.43 million keywords became buzzwords in the circle, and attracted PPTV Zhou Liang, Xu Jiang, SNH48 Chen Yin and other fields to repost spontaneously, forming a second spread. After the program was broadcast, Shenhua inflamed people were also invited as guests to participate in the official commentary. this is only the first step. After each KOL settles its fans, the company will downwards develop vertical e-commerce for teams with KOL attributes, and upwards develop fans' off-court competitive talk shows such as "weird talk" and "talk show", and compete according to the schedule of the Chinese Super League match. The horizontal direction is to do systematic KOL production covering 16 teams to create KOL with different positioning characteristics. After that, the company will develop an "inflamed Renqi Weekly list" Mini Program, where viewers vote to determine the success or failure of popularity, forming a complete set of KOL commentary brokerage services. for MCN organizations that have no threshold, large-scale content (or KOL) replication and production capacity and core user adhesion are at the core. Quality works have always attached great importance to the operation of the fan community. for the good night collection that focuses on bedtime scenes, the quality works choose to cut into the emotional field with high stickiness and high interaction, and further hatch the scene short video into IP, which launched "stories of you and me" in March, selected true stories from fans, solved the source of content production and cultivated fans' sense of participation at the same time. This time, the inflamed people made use of the fan culture of the team to form a community connection spontaneously, saving operational energy. At the same time, it also balances the fan structure. Goodnight Collection currently accounts for 80% of the audience, ranging in age from 12 to 25 years old, with the majority of students. Although the inflamed people do not have specific statistics, they are obviously dominated by male users. CEO Xia Hanjie said that quality production companies tend to position users as fans rather than simple pan-entertainment audiences. Only when fans have strong adhesion can they better precipitate and more easily prepare for paid traffic. but in the early stages of fan development, the number of short videos played in each episode is more limited by the content and excellence of the production. Whether the team can maintain the output level of high broadcast volume, each team's own KOL interpretation ability and powder absorption ability are the key factors that affect the follow-up trend of the program. Edit: mary