Why is TFBOYS so popular in the 2000s? Do you understand?

TFBOYS 'Weibo data is very good-after the second half of 2014, the average number of retweets among the three members was around 200,000, and the recent peak reached 10 million. This kind of communication intensity is almost the sum of all mainstream media.

More and more people are discovering that they cannot avoid a name that did not exist two years ago: TFBOYS. In the circle of friends, news about TFBOYS flashes from time to time. You can often see others retweeting on Weibo. Even Guo Jingming, who is famous for his Weibo marketing, has a recent peak of forwarding related to TFBOYS: TFBOYS member Wang Yuan joined his new movie and created 1.2 million retweets, which is much higher than that of Fan Bingbing, Wu Yifan, Chen Xuedong, Yang Mi, etc. joining Weibo.

Their popularity overshadowed most public topics on Weibo, and some veterans in the entertainment industry also expressed awkward emotions when facing the current situation.

TFBOYS 'Weibo data is very good-after the second half of 2014, the average number of retweets among the three members was around 200,000, and the recent peak reached 10 million. This kind of communication intensity is almost the sum of all mainstream media.

However, their excellent communication is currently only impressive on Weibo. On the more traditional Baidu Post Bar and the famous animation video website Sites A and B, although TFBOYS performed well, it did not significantly surpass others. They can win grand awards at music awards based on popular votes, and their song clicks have exceeded 10 million or even 100 million. However, compared with the Legend of Phoenix, Eason Chan, Jay Chou and others who often appear on the streets, they do not have much sense of presence.

Park Shu's song "Ordinary Road" is a comparison. In order to cooperate with the promotion of the movie, it was released by Han Han on Weibo. Currently, the number of retweets is more than 380,000, which is similar to the effect of TFBOYS 'ordinary singles. However,"Ordinary Road" has stronger exposure in the media. In addition to music and entertainment media, comprehensive newspapers, local city newspapers, and portal websites have followed suit, reporting intensively, making "Ordinary Road" a media event.

TFBOYS 'songs are less mentioned in the media and rarely go beyond the scope of entertainment reporting.

While many people are surprised by TFBOYS, they will ask similar questions:

-Why are TFBOYS fans particularly keen on Weibo?

--Why is the boy band model suddenly popular in China?

--Why do the younger generation of fans seem so enthusiastic?

In fact, these questions are not difficult to answer. TFBOYS, as well as similar emerging stars or groups such as Lu Han and exo, are different from the traditional celebrity popularity model of "excavation-training-producing works-creating hot spots-media follow-up". They directly appeal to vertical fan base through the Internet and other channels.

Their fans carry a democratic enthusiasm-this is my chosen idol, and naturally have a higher sense of identity than others.

In the traditional history of fanaticism

, fan fanaticism is actually very common.

Fans who are comparable to TFBOYS 'handsome Mei Lanfang are very shocking. Picking up stops, holding umbrellas, and competing for escorts are basic actions. Staying up late to buy tickets with a quilt is no less than today's Apple diehard.

They can organize themselves to form a "Mei Club", promote Mei Lanfang's American tour, and buy a large amount of space in American newspapers for publicity. In China, in addition to organizing every performance, they also publish a book for Mei Lanfang: "Mei Lanfang".

Complete artistic support means a strong sense of participation. Following the cooperative relationship between singers and actors in traditional Kunqu Opera in China, literati singers will provide actors with guidance in lyrics and lyrics, financial support, and have a close relationship and a strong sense of identity.

After the movie appeared, it was common for famous movie stars Butterfly and Nguyen Lingyu to be chased by fans. After Nguyen Lingyu committed suicide, many fans followed suit and committed suicide. One day on March 8, 1935, five young girls committed suicide.

After the mid-20th century, the rise of mass media, the number of stars increased, and the fan base expanded. However, although movie and TV stars penetrated into thousands of households, audience participation in their lives and work decreased. It is hard to say that his enthusiasm will be stronger than previous opera stars.

The trend of boy groups is not unique to this day. The popularity of TFBOYS at the age of less than 15 does not mean that the "Zhengtai Era" has just arrived today-many of the world-class stars we are familiar with are teenagers, and it is not uncommon to see people who have become famous at a younger age than TFBOYS.

The

Little Tigers are very familiar to some young musicians in Europe and the United States. They were 18, 17 and 15 years old when they debuted. They had handsome faces and shook the Chinese world.

Perhaps the entertainment industry developed earlier, and the older generation of Taiwanese artists were more calm in challenging Zheng Tai. In 1992, 30-year-old Huang An saw the poster of 18-year-old Lin Zhiying for the first time. He was attracted by his handsome and handsome appearance. When he heard that the record had not arrived, female fans often secretly removed the poster. She was deeply shocked and specially wrote the song "Young people are all popular".

There are many successful examples of young groups in the entertainment industry, and fan fanaticism is very common. However, why can TFBOYS, three seemingly ill-produced boy groups mobilize such enthusiasm? Compared with previous teen groups, what are the special features of TFBOYS that have such strong communication power?

The biggest difference between communication technology and the sense of participation

lies in the changes in communication methods.

Whether TFBOYS and fans, or between fans, they rely almost entirely on the Internet for communication. Compared with Mei Lanfang-"Mei She", which relies on live performances to maintain contact, and Teng Lijun, Liu Dehua, etc., which rely on radio and television to communicate one-way, TFBOYS has the most complete internal interaction among its fan groups.

Changes in communication technology have given rise to a new way of producing idols-talent shows. Through voting, fans 'sense of participation in the choice of stars has increased significantly, and their loyalty is very strong.

TFBOYS 'system goes further than talent shows-the "trainee system". Different from Japan's Janice Firm and South Korea's SM Company, team members also rely on online communication effects to select. Fan support is the core criterion for trainee selection. What's more, fans participate in the entire process of star growth, which greatly increases their stickiness.

The convenient Internet allows this stickiness to have infinite room for extension. They can track all information about their idols without even needing a third party such as the media, and can easily develop self-organization with a huge geographical span and extremely fine organization and division of labor.

For example, Chinese netizens donated money to Mayou Watanabe in the general election of Japan's AKB48 group. It can be seen how fans initiate their own actions through the Internet under the voting system:

core fans establish a fundraising group →→ open a Taobao store → Post a bar announcement, Taobao shop purchases and completes fundraising → Contact Japanese fans, remit money, and purchase tickets on their behalf →→ Send the ticket Captcha back to China →→→ Complete the voting

This fanatical sense of participation has spawned many professional-level public relations activities for idols:

A new way to play after the 2000s

However, this kind of fanatical activity has its own limitations-due to the young age of fans and limited resources they possess, few fans' foundations can declare a foothold in the financial field, which also affects their specific path of loyalty and presence.

According to the survey, most of TFBOYS fans are young women, most of whom are under the age of 25.

The picture shows Sina Entertainment's data survey results

, most of them are born in the 1990s, especially those born in the 2000s, which means that the majority of indigenous people are on the Internet. According to a survey report on Internet usage published by Baidu on the post-90s generation, the average Internet age of the post-90s generation is 7.53 years, the average daily Internet time is 11.45 hours, and 60.52% of the visits come from mobile terminals.

These TFBOYS fans are very keen on Weibo platforms, which is directly related to their younger age and limited social resources they possess-because they are young, and no matter how fanatical they like, they cannot be like Mei Lanfang's literati class. Like the "Mei Society", they often give away a mansion and use political power to solve affairs. For young Internet aborigines, the most powerful weapon is the Internet, and Weibo, which has the strongest public nature, has become the best platform to declare its powerful energy.

Most TFBOYS fans use Weibo as a voice platform. There is little communication between loose powder and loose powder internally. Online support clubs gather a considerable amount of loose powder, while large support clubs communicate and cooperate closely. In the early days, economic companies rarely operated support clubs. After realizing their communication power, they gradually assigned special personnel to take charge of communication and cooperation with fan organizations. At the same time

, underage fans were more enthusiastic about using Weibo than older people. The social relationships in their Weibo tools are relatively simple, with most of them classmates and fans. Unlike adult users, the relationships are complex and they are more careful in maintaining their image. Therefore, forwarding has no worries-no worries about swiping the screen, no worries about personal image being misunderstood.

Of course, there are also the phenomenon of fans buying traffic or opening accounts to brush posts for their favorite idols. However, marketing analysts interviewed in all media believe that their real fans are much higher than other stars.

Fans will also do what they can-buy teenagers 'clothes and send them to the company, send support text messages to swipe tickets, and stock up on certain brands of drinks or candies they endorse, but they are all lower-priced and easy-to-operate options after all.

However, this trend is constantly changing. Their fans began to expand their propaganda positions, and the influence of TFBOYS Post Bar gradually increased. Moreover, straight men gathered in communities such as Hu Pu and Tie Xue often make provocative remarks about TFBOYS, as well as many large-scale online fan quarrels, which have increased the internal cohesion of TFBOYS fan groups and allowed their communication power to maintain phenomenal growth.

More importantly, other forces began to pay attention to cooperation with TFBOYS. Commercial forces are of course very keen. Since a certain soda brand and candy brand signed a contract with them, fans will buy crazily during holidays to show their support. Other entertainment forces, like Guo Jingming's team, have reached a climax in the promotion effect of the movie. These will greatly expand TFBOYS 'social resources.

If one day TFBOYS can stage the Spring Festival Gala and sing "I Love You China", the effect will definitely crush Liang Bo, who was full of courage in the "The Voice of China" finals in the summer of 2012. At that time, perhaps Weibo will no longer have to become their main focus.

Editor: yvonne