Recently, "Let's welcome Pan Zhoudan! Pan Zhoudan, 29 years old, graduated from the Federal University of Technology in Zurich with a master's degree." The video quickly became popular on all major social platforms, and was later fooled by netizens.
After that, #The topic of Xueba Walking Imitation Show # hit the hot search, and the phenomenon of "human to human" appeared. This makes us ponder over how imitation shows such as "Pan Zhoudan", "You are my god" and "Sheep Placenta Essence" have set off waves on social platforms again and again? I Why did "Pan Zhoudan" become a hot topic and set off a wave of imitation? 1. The unique rising posture triggered the second creation communication of social media Pan Zhoudan's popularity is actually due to the special appearance way of learning from Pan Zhoudan when he participated in the seventh season of The Most Powerful Brain. When the host read When "Let's invite Pan Zhoudan", he turned his head, turned sideways, and shook his shoulders. After a series of silky movements, he strode to the front of the stage as if no one were watching, which surprised the audience. This "magic" two years ago appeared, but somehow it was turned out and became popular on the Internet overnight. In addition, it has been on the hot list on various Internet platforms, and its related topic traffic only on the short video platform has reached billions, and countless netizens have carried out second creation. In many netizens' With the spread of "vigorously", Pan Zhoudan became famous successfully. 2. Promotion of platform personalized recommendation mechanism Of course, Pan Zhoudan's explosion was also supported by the platform. Imitation is one of the most important ways for short video users to directly participate in content creation. Compared with the original, many users prefer to imitate some popular videos. Pan Zhoudan's magic rise well meets the current short video platform's feature of extensive entertainment The personalized recommendation mechanism of "humanization" constantly exposes and spreads this kind of entertaining videos. The relaxed and entertaining atmosphere and low threshold for creation also encourage netizens to imitate and open their minds to "second creation". 2、 Imitate the old peduncle into a traffic password? The turning red of Pan Zhoudan's video two years ago is not an individual case, In 2022, the Internet will have a large-scale "Renaissance" trend. First The event of "sheep placenta element" reappeared in the Jianghu and was imitated by everyone. "Is it possible to say this?" "That's not because of this." "Pidu has launched" and other golden phrases have been widely spread on various platforms. stay After the "sheep placenta element", a clip of Haiqing's variety show Happy Boys 10 years ago said, "You are my god!". The topic of "You are my God" has reached 1.1 billion times, and the topic of "Sheep Placenta Essence" has reached 300 million times. Why do these old pedants frequently go out of circles and compete for imitation for the public? 1. Emotional value of imitation: imitation meets the performance desire of ordinary netizens and gives "emotional return" to imitators. Imitation will cause a wide range of emotional relay and emotional resonance on social platforms, which can bring emotional value to imitators. 2. Economic value of imitation: imitation can quickly obtain traffic at a lower threshold. In the imitation creation of short videos, imitators get not only emotional rewards, but also economic and value rewards. Pan Zhoudan absorbs powder nearly a month after the hot stem became popular 2 million.
3、 What is the crisis of platform creation? Although it is not the first time that the short video creation platform has become popular, it may be the first large-scale communication. The overall volume of short video platforms has grown rapidly in recent years, and the competition between different platforms has become increasingly fierce. In recent years, the increment of users of short video platforms has gradually peaked. Relevant data display, In 2020, the number of short video users in China has exceeded 700 million, but the growth of users of Daily Life has slowed down significantly. According to the data of QuestMobile, the number of monthly active users in China's short video industry increased year on year, from 22.5% in September 2019 to 6% in December 2020. With the decrease of user increment, the cost of user creativity is also growing, and the creative intention is decreasing. So in recent years, on the one hand, the major short video platforms have continuously deepened the platform functions and strengthened the ability and willingness of users to create original videos; On the other hand, they have also explored new ways to play. And whether Imitation shows such as "sheep placenta element", "you are my god" or "Pan Zhoudan" can actually become a kind of topic selection material for creators to obtain at a low threshold. Against this background, it is not difficult for the platform to promote these old barriers that can arouse users' enthusiasm for creation and mass communication. With the development of the network and new media, users are not satisfied with using only words, but with emoticons or even short videos to communicate and express ideas. These stems like Pan Zhoudan are easy to spread and imitate. The development of short video platform also gives more space for the spread of such second creation. Of course, the creation of short videos cannot always stay in the stage of imitation. It is still necessary to learn in imitation, innovate in imitation, and form their own original style. In the content creation of short videos, we should not be paranoid that all imitations are plagiarism or plagiarism, and should not deny the value of imitation creation for personal short video creation. However, we should also rectify the infringement of short video imitation creation, so that the imitation behavior in short videos can be based on laws, and build a benign development model.
