frequently participates in variety shows and releases singles. Recently, another documentary " Ding Zhen World " was approved for shooting. Does Litang Boy really want to settle down in the entertainment industry?
The power of the "net celebrity economy" broke ground in 2015, awakening the long-silent market. The era of all-media influencers has come, and professional content creators emerge in endlessly. At the same time, e-commerce platforms have urged live broadcasts to bring goods to an explosion, and "popular influences" have become powerful entrants in the entertainment industry that should not be underestimated.
With their excellent resources, reasonable prices and strong content productivity, some top influencers have surpassed a crowd of celebrities to gain the favor of variety shows. Wei Ya , Li Jiaqi , Papi sauce , Zhou Yangqing and so on have been inviting more and more invitations in recent years. From a single-period flight test with initial results, to a permanent program to consolidate its reputation, and finally a tailor-made program to harvest vertical audiences. It can be seen that in terms of Internet celebrities, cross-border performance is a win-win situation.
Recently, the fifth season of " Chinese restaurant" was broadcast. The mobile RV restaurant became a highlight, and another hot topic was the resident guest of this season Ding Zhen . As a new Internet celebrity, the handsome guy in Ganzi County, Litang, Sichuan, his own traffic has added a lot of heat to the show.
From this,In response to the influx of Internet celebrities into the variety show market, cooking Xiaoxian ( Pengxx01 ) counted the activities of top Internet celebrities in recent years, trying to analyze the effects of "Internet celebrities + variety shows" .
2017 can be said to be the year of the blowout of Internet celebrities.
e-commerce originator Zhang Dayi has a mature store, the first sister of Douyu Feng Timo’s singing voice out of the circle, Wei Ya dominates the sales live broadcast, and the rapid development of "counter brother" Li Jia... The Internet celebrities squeezed into the head, updated and replaced half of the live broadcast field. Not only that, they also frequently appear in variety shows.
Now it has become the norm for Internet celebrities to join variety shows across the border. For those who have not received professional training, compared to performing film and television works, the threshold for variety shows is lower. This kind of activity essentially allows them to gain more exposure and maintain the existing audience. If the people in the show are likable, it will attract a wider group of fans, expand their influence, and help strip the public of negative stereotypes about the "vulgar" of Internet celebrities.
As the "best-knowing girl" internet celebrity anchor, in 2020, Li Jiaqi participated in the female emotional healing program "What about her emotions" for the first time as a resident guest in 2020. In the variety show, he is best at interviews and chats,Provide emotional relief to female guests.
Due to the long-term dealings with women, Li Jiaqi's participation in the discussion of such topics also appears to be easy. This variety show made people discover that he is no longer the one, only the "Human Suona" who only shouts "OMG" in the live broadcast room. He is also a healing MC.
Another well-known fashion celebrity, Zhou Yangqing, went out of the circle with the “street” and “hot girl” style that he wore in private, and many young people rushed to imitate it. In 2020, she participated in "Fashion Partners 2" and showed her unique insights into fashion in the show. She successfully picked off her " Luo Zhixiang ex-girlfriend" label and created a self-designed brand leader Image
is not only a "makeover" that requires a variety show, a successful program is also inseparable from the two-way selection of Internet celebrities and program groups.
Although both parties can get a lot of bonuses, the guests themselves and the variety team also need to be considered. The tonality of the program should be consistent with the positioning of the Internet celebrity, and after the broadcast, it should be beneficial to positively strengthen their label in the hearts of the audience; and the variety show will also consider the degree of adaptation when selecting guests.
Papi sauce is a typical example.
In " Tucao Conference 2 ", she used her clever eloquence and concise expression to accurately touch the pain points of each guest. Tucao is both laughable and not embarrassing.Such an outstanding performance made her stand out among the guests, and the high popularity of the show made her "popular" again.
In the first season of "Inspiring Offer", Papi sauce, as a resident observer, has a lot of sharp comments, and also contributed a lot of professional golden phrases, which hit people's hearts directly. When it comes to her own internship experience when she first stepped into the society and the ongoing entrepreneurial journey, similar feelings resonated with many people watching the show, and she was advertised as a new generation of working women by the audience.
These two programs are very in line with Papi sauce's personal positioning. As she became famous by posting short videos on Weibo and other social platforms, this has become her inherent label. And now the short video MCN organization papitube created, also let the name papi complete the break from an Internet celebrity to an IP.
Variety shows have allowed Internet celebrities in the sinking market to move from small screens to big screens. Flows can be realized quickly, and their own commercial value has been tapped by more capital, attracting fans in more fields. Frequent variety show appearances have also become a more convenient cross-border carrier, exerting greater derivative value and breaking the circle of transformation.
publishes humorous passages through short video platform and the modern brothers Liu Yuning , who has become popular with his crisp voice, successfully entered the entertainment circle. Nowadays, he has become a star with planning and development. Some fans have gone from being obscured to shining with him, but more people are still attracted through his show as a "star".
He once participated in many variety shows.In 2019, the first variety show " Our Master ", as a resident guest, has a lot of fans with humorous performance. " Our Song " made everyone discover that he is still a treasured singer-songwriter with unlimited potential.
With his outstanding ability and grounded image, he transformed into a singer and actor. He is active in various evening shows and albums of major film and television dramas. He is the first to try filming, and his acting skills have also received a lot of praise.
Although we can see the possibility of breaking the barrier between Internet celebrities and celebrities, the fan base of Internet celebrities is relatively single, and it is not easy to cross-border transformation.
is different from Liu Yuning. The betta anchor Feng Timo, who has come out of the circle with a soft appearance and unique voice, also participated in music variety shows, but this did not make her transformation successful, and now she is still only active in the live broadcast field. .
's sweet looks and voice alone are not attractive enough for most audiences. The reason why she is so popular in Douyu is due to the specific attributes of the platform fans, which allows her to capture the love of a large number of game otaku.
With the springboard of variety show, Internet celebrities have seen the hope of breaking the circle, but the transformation is risky. Countless people who flock to the show are not uncommon.
Even though they have not really transformed into stars,But the "star-like" influence of Internet celebrities is expanding.
Internet celebrities who extend their expertise in a single field participate in variety shows, which can not only improve their topicality, but also bring more accurate and active audiences to the program.
Mi Zijun joined as the main cafe of "Come on, Let's Have Dinner" in 2017. It focuses on the decompression of celebrities’ eating and broadcasting shows. She is also a member of the broadcaster, participating in this type of cuisine. Variety shows are even more handy, and the fan base in the "eating broadcast circle" has also contributed a lot of popularity and broadcast volume.
Papi sauce participated in "Daughters' Love 2" and shared their views on marriage and love in the new era, making netizens shout "Sober in the world" and want to become a successful woman like her. Her views reflect the psychology of contemporary young people, inject fresh blood into the show, and sublimate the concept.
In addition to participating in large-scale group image variety shows, the small-scale customization of the head anchor is also testing the waters.
Li Jiaqi and NEVER's "Neva Family School Diary", and Wei Ya's "You from Mobile Phone" play a very important role in retaining their respective fan groups.
Variety shows need traffic, and the price of inviting internet celebrities is not as high as that of celebrities, and the popularity can be comparable to celebrities. It can not only save costs, but also earn attention and popularity.
There are more and more emerging entertainment methods,Advertisers have more options. The value of variety shows has been cut in disguise, and investment promotion has become the norm in the industry.
Net celebrities have their own fans, content productivity, channels, traffic, user portraits and target groups are very accurate. For investors and producers, it is the most cost-effective and simplest and most effective way to attract eyes, reducing the uncertainty of program investment.
With the “starization” of e-commerce live broadcasts to help farmers and Internet celebrities, variety shows no longer focus only on big names and hot topics in recent years. Relying on professional ability, the development of regional cultural tourism and public welfare propaganda are always accompanied by Internet celebrities in variety shows. The rise in topics has stimulated the production and sales of local tourism, agriculture and cultural surroundings.
's "Longing for Life" in 2020 will be broadcast live through Wei Ya, helping farmers in Xishuangbanna sell goods and solving the local problem of slow sales due to the epidemic. The goods brought by Wei Ya + celebrities were grabbed by the audience at the price of a spike, and the fresh fruits were delivered to all parts of the country, and the sales amounted to 5.7 million in one hour. On the basis of slow life and healing, this assistance to farmers has improved the pattern of the program, and also opened up new ways for local poverty alleviation.
As an evergreen IP, the "mushroom house" left by "Living for Longing" in various places has become an online celebrity check-in site, and local physical homestays have been built around it and generated operating income , Has helped many poverty-stricken areas and promoted offline tourism. The location of the show is also focused on the beautiful countryside, helping farmers become a derivative function of variety shows.
According to statistics,Via took her live broadcast and participated in the two-hour live broadcast of " Ace vs. Ace " and brought 7.77 million sales, and the one-hour live broadcast of " Extreme Challenge " brought 6.613 million sales.
It can be seen that variety shows have added new elements on the one hand, making e-commerce live broadcasts become variety. With the help of guests' influence and appeal, respond to the national poverty alleviation and poverty reduction policy, and strengthen the stickiness with offline industries.
On the other hand, the joining of Internet celebrities is no longer just to change platform selections to make recommendations. They use their natural bond with their hometown and use variety to become a booster for cultural tourism consumption.
Litang, Ganzi, Sichuan, changed because of Dingzhen’s short video of tens of seconds, and became popular on the Internet. As an image spokesperson for Sichuan, he relied on his simple appearance, clear eyes, handsome and wild face to attract people to travel to his hometown, and made great contributions to the poverty alleviation county of Litang.
The environmentally friendly series of short films "Ding Zhen's Nature Notes", created by him and People's Cultural Tourism Co., Ltd., does not have any game links, but a tour commentary on the place where it grows. The show is full of nature's mirrors, and from a personal perspective, it leads the audience to explore the local humanities and culture, and "plant grass" for the local culture.
Cultural and tourism programs through the experience and exploration of guests, so that the characteristics of regional culture are diverse, plump and concretely presented on the screen, expressed in a natural documentary style, through pure lens Language triggers emotional resonance in the audience.
According to the "Global Tourism Destination Analysis Report 2017",24.5% of Chinese tourists will suddenly become tempted by a destination after watching a certain film and television variety show. It has become a trend to "check in" and feel the "stars with the same style" route at the scene of the Internet celebrity. In this regard, we can also see that the variety show and cultural tourism industry are now undergoing a deep integration.
Variety shows and Internet celebrities complement each other. Internet celebrities can use variety shows to transform, and Variety shows can also obtain more business opportunities through online celebrities. But the difference is that as Internet celebrities continue to expand their fan base, variety shows have become more and more important to segment and vertical market traffic, and are no longer open to all audiences as before. Variety shows also need to be "transformed", combining with different vertical industries to upgrade to a new development direction, cultural tourism or new "hands".
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