1个火箭模型帮你如何成为顶级网红；网红背后4条经济学原理

　　In the beginning, there was the 1.0 era, where media-driven sensations made a splash by doing eye-catching stunts, catching the media's attention, and becoming popular through news coverage. But they didn't produce content themselves, nor did they have a channel they could operate.

　　Then came the 2.0 era, where platforms took center stage. They churned out high-quality video content and posted it on video platforms. Back when videos were a scarce commodity, platform editors would give them prime real estate, leading to continuous exposure and subsequent fame.

　　Next was the 3.0 era, all about lifestyle sharing. Take Zhang Dayi, under the wing of Hanhan, who shared her life and fashion on Weibo, presenting the image fans wanted to emulate, and then monetized by running her own store on Taobao. She slowly but accurately built a fan base, eventually hitting sales of several billion yuan a year.

　　Now we're in the 4.0 era, where content creators, or influencers as we call them today, accumulate followers across the web by creating content and distributing it across various platforms.

　　Let's dive into the supply and demand chain to see what's changed over these four generations of influencers.

　　The first generation were essentially attention grabbers who satisfied our curiosity and provided conversational fodder through news media coverage.

　　The second generation shared quality content, which was promoted to the masses by video platform editors, satisfying our entertainment and leisure needs.

　　The third generation shared their lives and products on Weibo, reaching out to users through their Taobao stores. They met our needs for entertainment, shopping references, and product purchases.

　　Fast forward to the fourth generation, where the rise of short videos and live streaming allows influencers to provide a variety of content formats and dimensions, even using mini-programs as connection tools. They satisfy our needs for entertainment, emotional connection, knowledge, and more.

　　From the era of PCs to the age of mobile 4G, the medium of connection has shifted from web pages to apps and now to people. The biggest change I see is that in the past, we actively searched for information. In the age of algorithms, information finds us, with platforms pushing content to us. Now, users prefer to connect with people they admire, like, and trust to get different values, which in turn broadens the supply and demand.

　　We used to say, "360 trades, each with its champion," but now we say, "360 trades, each with its influencer."

　　There's Li Yongle, a high school teacher who explains various subjects on the blackboard. There's Wei Laoda, who has been reviewing products for over a decade and gained millions of followers. And there's Officer Da Mo, whose vlog led to the surrender of 90 criminals.

　　Good content isn't about complexity; it's about meeting user needs and resonating with their minds. Video, so far, is the most直观 and effective medium for connecting with the masses.

　　In terms of video consumption, by this June, China's short video user base had reached 850 million. This庞大的 group has grown accustomed to consuming content through videos, and this habit, once formed, is irreversible.

　　Let me break down the current crop of popular influencers using three elements and a rocket model.

　　Take Papi Jiang, for example. We're all familiar with her, but our impression is somewhat vague and unstructured. Let's dissect her from three dimensions: content, personality, and channels.

　　Papi Jiang's video topics are always insightful and relevant to our daily lives. These topics, scripts, and video presentations make up an important dimension—content. Within this, each influencer has their own niche, style, and structure. For instance, the structure of videos can be crucial on different platforms, as some are driven by algorithmic distribution that evaluates completion rates and interaction rates. How you arrange your video structure to boost these rates becomes key.

　　The second dimension is personality. In the 4.0 era, personality is a big deal. We get a quick sense of Papi Jiang's character, appearance, and style within seconds, as if we've met her in person. This level of intimacy was impossible with text and images.

　　We see personality as a combination of appearance and character. But it's not just about looks; it's about what makes you click with users and creates memorable moments.

　　The third dimension is channels. Papi Jiang, and influencers in general, distribute their content across multiple platforms to build connections with users. Each channel has its own distribution mechanism and features, which become a medium to anchor your connection with users.

　　After breaking down these elements, let's use a rocket model to integrate them.

　　Some elements have long-term value and shape user perception. These form what we often talk about—personality. Take the Marvel movies, for example. If I asked you what happened in "Iron Man 3," most of you wouldn't remember the plot. But we remember Iron Man as a hero who uses armor to enhance his combat abilities, a scientist, a wealthy businessman, and his personality. It's his character, attitude, and values that stick with us.

　　When we deconstruct an influencer's personality, these four things are key: your domain, identity, character, and value proposition. For instance, Papi Jiang is known for her life insights, while He Tongxue is known for his audio-visual language in tech reviews.

　　Short-term elements, on the other hand, are about adjusting your strategy and tactics based on platform and user characteristics.

　　Take the example of Weibo and Douyin. Weibo's distribution is based on relationships, while Douyin's is algorithmic. On Weibo, the focus is on whether your content can trigger shares, while on Douyin, it's about how to keep users watching till the end and getting likes.

　　To become a sensation, a single element is crucial. This is your core advantage that sets you apart. For example, Poor Cooking's single element is his storytelling style, while Malu Dezi's is his sincere bow. Yutou SAMA's is her teenage吐槽.

　　In the world of influencers, it's like building a spacecraft—striving to break free from gravity. Some become stars, some become satellites, and others fail to gain enough momentum and fall back down.

　　From last year to this year, we've heard the phrase "It's too hard" a lot. For companies, it's challenging to operate, sell, and finance. But I believe this era has the biggest advantage—human connection and the rise of individuals. People are connecting directly, specifically, and deeply. We see individuals rising by doing what they love and creating value.

　　So, we must think about it. Don't do something just because it's a trend. Instead, find your core strengths and areas of demand, produce and operate content, and沉淀 your value.

　　We often focus on an influencer's follower count and sales figures, but we overlook the hard work behind their achievements. Top influencers do what they love, what they're good at, and what's needed.

　　For example, Papi Jiang studied at the Central Academy of Drama before she became famous. She had been making short videos with her classmate Huo Nifang for a long time. He Tongxue is now a sophomore at Beijing University of Posts and Telecommunications, and he has been passionate about making videos since high school. All those overnight sensations have years of hard work and perseverance behind them.

　　Becoming an influencer or creating one is like making a spacecraft—a process of breaking away from gravity. Some shine like stars, some become satellites, and others fail to gain enough speed and fall back down.