Analysis of the Communication Track of My Shampoo： As long as netizens are there, duang is full of love ~

Analysis, as the name implies, first classifies, then analyzes. First of all, let’s learn the basic information of My Shampoo and classify it.

1. What does Duang mean?

Duang is the pronunciation of Jackie Chan, which means to add special effects, implying deliberate exaggeration and exaggeration!

In addition, Duang is a lyric from My Shampoo. It can be seen from the Internet that people use Duang instead of My Shampoo.

2. Who is the creator of Duang?

3. Under what circumstances did the author create it?

On February 14th, 2015, roommates all went to Valentine’s Day. Being single, he blocked the world of mortals and HOLD his loneliness. At the same time, this buddy also compiled a program and made an animation, so he decided to start creating something on this day. Later, there was a spoof MV "My Shampoo". Later, duang in the lyrics spread all over the Internet in lightning speed!

Next, let’s see how it spreads.

4. Why is duang so hot, and the "fire" continues to spread?

Analyze the communication track from several mainstream channels.

Let’s interpret the spread track of My Shampoo from bilibili, Sina Weibo, WeChat, mainstream video websites and Baidu Index to answer why it is so hot:

The first communication camp: bilibili and Sina Weibo (opinion leaders and grassroots reds)

2015-02-20 At 16: 31, Crimson TOY uploaded the video in bilibili, and at the same time opened it to Baidu’s network disk (open posture).

Analysis of Wang Nima Forwarding My Shampoo and Weibo in Zhiwei

Forward time trend chart

It can be seen that KOL Weibo, who forwarded to Weibo, Wang Nima, is almost a grassroots blog.

The second communication camp: Youku and major video websites.

……………………………………………………………………………………………………………………………………………………….

Features: Multi-platform (multiple video platforms, multiple users continue to spread)

Youku playback index

Youku, this video reached its peak on February 27, 2015.

The third communication camp: WeChat

Sogou WeChat search data deadline: March 22, 2015

Starting from February 24,
WeChat official account began to spread "My Shampoo". In the next few days, the video was created and forwarded by more than N WeChat official account like mushrooms after rain. At the same time, netizens were influenced by various media. In the micro-era when everyone was from the media, according to the average opening rate of WeChat public information of 20%, it was roughly estimated that 650 million users of WeChat meant covering about 130 million netizens, and then "My Shampoo" spread like wildfire in the circle of WeChat friends!

Interpretation of WeChat communication:

All WeChat official account in WeChat is KOL, especially WeChat official account with 100,000+fans. The difference is that there are more fans than there are. The follow-up of self-media, celebrities and traditional media in WeChat, if its emerging and creative types are recognized and spread by major mainstream media from the news point of view, with a little ridicule and some humor, media editors are willing to further spread this "revealing" positive energy!

The fourth communication camp: traditional news media websites and paper media

Starting from February 26th, major mainstream news media, local media and paper media began to report this "My Shampoo" synchronized with "My Skateboarding Shoes", and many media took it as the front page headline.(news websites, video websites, mainstream music apps and video apps).

Baidu index analysis (intuitive horizontal propagation curve)

Baidu Index of My Shampoo: 7688 (2015.3.11-2015.3.21)

Baidu Index of "Duang": 77649 (March 11, 2015-March 17, 2015)

From the Baidu index curve, we can see from the above figure that the date and the corresponding search index are:

….
3.17——49258
….

Overall interpretation

From the above figure, we can see the laws of two Baidu indexes:

1) When the sound volume (propagation volume) of this suddenly popular search word is not detonated to a critical point, it will not enter the Baidu Index. If you ask how many indexes can enter the Baidu Index, I have no answer. This question should be answered by the official Baidu Index!(Interested friends can search for "Ordinary Road" and "Don’t give me a hundred dollars" that suddenly became popular last year)

2) The search peaks of duang and My Shampoo are on the same day on February 28th, which shows that the video has the same effect when it is spread by key media (online celebrities and online media platforms). Although the search indexes of the two are quite different, the author personally thinks that the only reason that can explain the difference is that netizens are more likely and like to quote Duang in the lyrics, for the following reasons:

"My Shampoo" was released first, and it was fired first. duang came from "My Shampoo". Because of its simplicity, novelty and fun, the search index exploded "My Shampoo". Why do netizens use this duang?
Perhaps it is because Jackie Chan said this word very much, and it has the meaning of mocking and teasing bad businesses behind it. Out of dark psychology, netizens tacitly use it and brush it, during which the whole Internet (desktop and mobile)
) is everywhere. And this duang is cool, trendy and avant-garde, and it can be a fucking B.(You send a duang in a circle of friends, and friends who may not know it will be curious to ask: Friend, what the hell did you send? See if you have achieved the purpose of pretending to be B.

Through the above analysis, it can be concluded that there are four communication factors:

Scary toy’s brain is wide open because of thick accumulation and thin hair. This is a cliche. Accumulation, quantitative change leads to qualitative change. This buddy understands the user’s embrace of video and grasps the psychology of revealing fake play and booing in human nature. The recommendation of Youku’s "Original Selection" on March 1 once again made the video volume spread further. The key to Youku’s official recommendation is that it is humorous and interesting. As the saying goes: no one spreads good news, and bad news travels thousands of miles. At the same time, because it is original, it is also a boutique, so if you want to make the video fire, you have to be practical and original, stir up creativity, and it will be refreshing when you take a shot.

Dear readers, the analysis ends here. As long as netizens are here, duang is full of love ~ ~

Finally, I attach my shampoo-car maintenance edition created by an author.

When I first entered an S store for maintenance, I actually refused. I told the sales staff: I refused, because I found that Baidu and 315 exposed too many hidden rules of an S store. I didn’t want you to add a lot of stunts when doing maintenance. After maintenance, duang said that it was very stable and the sedan chair could rush up the hill.

duang..duang.duang

After that, my friends must scold me, and there is no such effect at all. They are just talking nonsense … A group of teasing, a group of teasing … Later, I learned that an S shop, in fact, is very deep, and ordinary car owners generally can’t understand it. Of course, I am often submerged. Later, I learned from my mistakes and decided to change a maintenance method. Baidu found that there are many maintenance methods that place orders through the Internet.
What on-site maintenance, O2O maintenance … without any special effects, I enjoyed it very much, and I also introduced my friends to do this kind of internet car maintenance. I want to let car owners know that I do maintenance in an S shop like that, and we do maintenance through the Internet like this ~

Thanks to the VIP communication analysis sponsored by Zhiwei (www.weiboreach.com)