Original title: "The fans have increased by 11 million in half a year. Behind the mysterious large number "Night Listening" is a man who has damaged the wardrobe | New List Exclusive"
More than ten years ago, whenever night falls, the hustle and bustle of the day gradually subside, and the busy soul gets a moment of breathing. At this time, radio stations of all provinces and cities in China have entered the night mode. The host with different voices received calls from all directions, including loneliness, fatigue, sadness, depression... the pain in the world, taking a piece of aspirin under the comfort of the radio host, and thousands of listeners also gained some resonance and comfort from other people's stories.
Nowadays, radio shows fewer and fewer scenes in our lives. Those loneliness and fatigue have not disappeared because the hardships of life are eternal. There are fewer traditional radio stations, but there are more online radio stations. The emotional vent of the painful soul was just transferred to the mobile phone.
Today's interviewee is also an online radio anchor. Every night, Liu Xiao greeted his fans through the official account "Yatting". There were 11 million WeChat users waiting for his good night to fall asleep. It took Liu Xiao less than half a year to gather 10 million fans.
Who is Liu Xiao? "Ye Ling" is fake, right?
Every night at 10 o'clock, an audio, a sentence, or a picture, can reach 10w+ in a few minutes after it is posted, and there are tens of thousands of likes. How is this possible? You should know that the peak representatives of Papi Jiang and Mi Meng in the official account are just like this.
The attention to "night listening" begins with doubts. Since the end of 2016, Liu Xiao has become a mysterious figure frequently mentioned in the self-media circle. For a while, in those communication groups that gathered the most sensitive sense of smell in the self-media circle, everyone seemed to be asking about the mysterious Liu Xiao and his "Ye Ling".
"Who is Liu Xiao?"
"Ye Ting" How many fans are there?
What are the special promotion methods for "night listening"?
"Ye Ling" is a "new species" in the 20 million WeChat public account ecosystem. It has subverted too many of our understanding of public accounts and there are too many things that cannot be explained. And what is even more strange is that no one knows who "Liu Xiao" behind this Nitian official account is. Common sense, traders who have achieved this level of public accounts are generally experienced experts, and many people should know them.
So many people began to doubt: "Ye Ling" data is flashed, right?
In order to resolve doubts, we have enabled a new list of magic tools to identify data fraud - -minute monitoring , but the situation has become even more shocking. Because, look at the picture below:
In this monitoring, the number of readings collected by the program for the first time was directly capped by 10w+. We monitored for 5 consecutive days, and it was the case. This means that more than 100,000 users opened the article "Listening at Night" within 8 minutes after it is posted. What is the concept of ? This is basically the activity of the public account of tens of millions of fans!
"Ye Ting" did not make a fake, but we are even more curious about which immortal Liu Xiao is behind it?
A self-media celebrity who is not mixed in the self-media circle
On the evening of March 16, Brother Bang finally met the mysterious Liu Xiao in Shenzhen.
"Ye Ling" anchor Liu Xiao and "Late Night Fa Mom" founder Xu Yan
Except that the sound sounds as magnetic as on the phone, Liu Xiao and Bang Ge in reality are different as they imagined. Liu Xiao in the show has a low voice and a slow speech. He pauses word by word, and even his restless heart will calm down. Listening to the sound, you will feel that Liu Xiao is an uncle who has seen all the prosperity and vicissitudes, and his inadvertent glances are full of stories.
But in reality, this middle-aged man in his thirties is not as ordinary as a voice magician that allows millions of people to follow. Liu Xiao often wears a straight suit and can host a party at any time. The words are full of humility and the smile is full of enthusiasm. I share my experiences without hesitation, with my eyes full of sincerity.
In fact, Liu Xiao is a self-media person who does not understand self-media. The reason why everyone thinks "Ye Ling" is that Liu Xiao is not involved in the circle.In the steaming heat of Chaoshan beef hotpot, Liu Xiao said in person: "Before meeting you, the only self-media tycoon I have ever met is Sha Xiaopi Sha of Visuals."
Until today, the "Ye Ling" we see only has an audio, a card, a few sentences, no fancy typesetting, and no thoughtful words.
There is a peer analysis: Audio is a more private form of content, especially emotional audio, which users cannot fast forward, and because there is no text, they can only listen quietly, and after listening for a few minutes, they will get addicted to it. Therefore, the user stickiness of "night listening" is particularly high.
But Liu Xiao said that the real reason is actually: "At the beginning, I knew nothing about the official account and didn't know how to type it. So I just played audio because the less content, the less it was easier to make a fool of myself. That's all."
And to this day, Liu Xiao doesn't want to make money from self-media. Now he has an assistant who is responsible for all operations and business matters. Other people's business is trying their best to attract advertising, but one of Liu Xiao's assistant's main job is to reject advertising. "A company once asked me to launch an advertisement for 1 million, but I still refused, not wanting to hurt the user experience." The reason why
is "night listening" is Liu Xiao, saying: "It embodies a dream of a man who is unwilling to compromise or give up!"
In fact, Liu Xiao almost gave up the broadcast.
In the year of his sophomore year, Liu Xiao from the Chinese Department won the first prize in the school's Mandarin competition. He was full of confidence and wrote a letter to the director of the local radio station to recommend himself. At the dinner table, Liu Xiao recalled the scene at that time: "I remember very clearly that I was not there when the director called me. My classmate told me that I would go to the radio station for an interview next Monday." The interview went smoothly at
, and Liu Xiao was assigned to a midday column as an intern. But on the first day of his internship, he was fired.
"The first call I received was from a woman, full of dialect words, I couldn't understand a single word, and I was stunned. The leader in the station found something wrong when he listened to the monitor, and then started playing music and temporarily tuned a host to come to help. But I didn't say a word and was driven away."
A young man full of confidence and enthusiasm for broadcasting took the broadcasting station for the first time, but was fired before he even spoke. What was this feeling? Liu Xiao, who was hit hard, felt that she could not continue to do it. But a teacher's words changed his mind and his life.
"The teacher said that if you give up when you encounter a little setback, it only means that you don't really love. The degree of love depends on how long you can last." This sentence was engraved in Liu Xiao's mind.
In the following college years, Liu Xiao seized every opportunity to learn hosting, various evening parties and programs of all sizes, and often practiced in front of himself in the mirror. After graduation, he went to a TV station in Hunan. While being a TV host, Liu Xiao also took time to serve as the host of the radio emotional night chat program for two years.
Because of years of using the throat and wrong voice training methods, Liu Xiao suffered from severe chronic pharyngitis, and his throat began to hurt when he spoke too much. In order to ensure the quality of recording, Liu Xiao often gets up at 5 a.m. and records the program when the early voice is at its best.
's simple broadcast dream has made Liu Xiao a big fan account that is beyond the reach of self-media people. In the words of a self-media person, I have begun to doubt my life since I learned about "Ye Ling". Am I doing a fake official account?
"Ye Ling", a public account that makes self-media people doubt their life
"Thank you for listening to today's night listening, I am Liu Xiao, I'm Liu Xiao, I'll say hello to you at 10 o'clock in the evening..."
On October 1, 2016, Liu Xiao waited for his 100,000th audience. Today, half a year later, Liu Xiao said good night to 11 million WeChat users every night through "Ye Ling". Now, the public account "Yatting" has increased its followers every day by more than 100,000, and sometimes it is even as high as more than 200,000.
This means that if Liu Xiao takes a nap, "night listening" can basically increase 100,000 fans. At the dinner table, Liu Xiao took out his cell phone to show me the backstage of "Yat Ting".Strangely, the number of comments and comments is displayed as 0. Liu Xiao said that it was actually because there were too many messages and comments, which caused the display failure. Every time he logs into the WeChat background on his mobile phone, iPhone 7 will be stuck.
According to the data obtained by the "public account recovery" function of the new list, the first article of "Ye Ling" 10w+ was on July 26, 2016, "【Ye Ling】If one day, I will disappear from your world...". Since September 20, 2016, there has been no article "Ye Ling" less than 100000.
From the first article 10w+ to every article 10w+, it took only less than two months to "night listening".
We also got some background data from "Ye Ling" recently. At present, the number of clicks for a single article of "Ye Ling" is basically more than 7 million, and the number of likes often exceeds 70,000, which is more than the number of views of many public accounts. The limited number of messages can only be released with 100 messages. The messages received by "Ye Ling" in one day cannot be finished in 365 days a year.
What’s even more exaggerated is that Liu Xiao’s assistant told the new list that the daily forwarding volume of “night listening” content is “million times”.
Unheard of.
There is no secret to "Ye Ling". In addition to loving and persisting in
In half a year, fans have gone from 100,000 to 11 million. How does "Ye Ling" do it?
Before meeting Liu Xiao, we did many analyses, and the reasons may be as follows:
1. "Ye Ling" in positioning provides emotional comfort to women from a male perspective. At a time when emotional bloggers are mostly women, it is in line with the "opposite sex attracts each other" and has a certain scarcity. It is reported that "Ye Ling" female fans account for more than 70%;
2. Liu Xiao's voice is low, slightly hoarse, and extremely magnetic. It is easier to mobilize users' emotions when it is late at night, especially negative emotions that are not easily shown during the day. And because of Liu Xiao's gentle voice, the program has a certain healing effect;
3. Liu Xiao, who is in her 30s, has a richer life experience than most 90 self-media people, and can better understand the sufferings and hardships of ordinary people's lives. The content shared is more attractive to mature women who face family, work, and emotional troubles;
4. Liu Xiao's experience of night radio hosting is also a plus. His love for broadcasting over the years has given Liu Xiao a high level of professionalism, making him more familiar with how to communicate emotionally with users;
5. "Ye Ling" has only one piece of audio, one picture, and one sentence every day, and is not equipped with a text version like many audio public accounts. By mistake, users can only listen patiently, not fast forward, or read quickly, but instead make those who listen in more and more addictive.
… The more analysis is, the more I feel that the success of "night listening" cannot be copied. The more analysis, the more I feel that the reason for Liu Xiao’s success may be so simple that we cannot accept it: love and persistence.
From a passionate young man in his sophomore year to now entering middle age, no matter how life changes over the past decade, Liu Xiao has never given up on his broadcast dream, but instead finds a way to get closer little by little. According to the "10,000-hour genius theory", more than ten years of love and persistence in broadcasting have made Liu Xiao one of the top broadcasting hosts. When leaving traditional media, Liu Xiao was already well-known in southern Hunan.
Liu Xiao has no secrets, and there is no secret to "Ye Ling". The reason why we feel incredible is perhaps just because we, who are used to taking shortcuts, choose to turn a blind eye to the efforts and love behind them.
In order to ensure the quality of the program, Liu Xiao still insists on recording the program on the same day and never takes a laziness. "The quality of the content in the Tun will decline," Liu Xiao said: "Sometimes when you are on a business trip, you will bring the recorder with you. If the sound insulation of the room is not good, I have to go to the wardrobe to record. I have been to various wardrobes, hotel wardrobe, home wardrobe, and friend's wardrobe. The worst thing is the wardrobe in Shenzhen dormitory. Because it is often drilled and is seriously loose, the wardrobe door fell off."
has such a passion, and persisted for more than ten years, why worry about not succeeding? It's just about time.
June 15, 2016, after 9 months of hard work, the number of users of "night listening" finally exceeded 10,000.Liu Xiao wrote a passage in his notebook:
0,000 people, thank you for your persistence! I didn’t expect that ten thousand people were so difficult, requiring too many days and nights of perseverance, and too many moments of wanting to give up. I want to give up when I’m tired, I want to give up when I have no inspiration, I want to give up when I have no progress, I want to give up when I have no time to go out and play, I want to give up on holidays, and I want to give up when I have seemingly better opportunities.
However, I still haven't given up. I didn’t expect that ten thousand people were so easy, so easy that I came to myself before I could clean up my tiredness. Just as I said in the episode last night, I insist on making a little progress every day, and I believe that time will definitely turn magic. Treat the show with awe and treat yourself with restraint. Believe in yourself and believe in the times.
Finally, a piece of audio recorded by Liu Xiao for fans of the new list is presented to experience the magic of "night listening" together.
PS. new list often posts some successful cases of self-media, with the original intention being to let the majority of colleagues learn from it. Unexpectedly, many fans were "harmed".
Finally, I will give you a bowl of chicken soup to encourage you: if you don’t have 10 million fans, you don’t have to doubt your life. The secret of success is often hidden in the most inconspicuous place. In addition to love and persistence, as Liu Xiao said, "I believe that time will definitely turn magic."
