After a lapse of eight months, Li Zikai sent another video, but this time he was not in a desirable rural area, nor was he wearing simple coarse clothes and doing farm work.
So far, more than two months have passed since this video, and Li Zikai's account has been suspended for more than ten months.
Even though it has been 90 days since the backstage display, fans who love her are still waiting for her to return.
For fans, she is "spiritual food";
For the network celebrity circle, she is a clean stream;
For foreign netizens, she is the biggest creator of China in the west and a "Chinese princess";
For the cultural circle, her content has the significance of cultural output.
A red man who can get the love of foreign netizens without talking, and a New Year video can get the active blessing of many foreign netizens, so he hurriedly bid farewell to the audience because of legal disputes.
Li's suspension is even more surprising, which also reveals the subtle relationship between online celebrities and institutional companies.
They complement each other, or they may not be compatible with each other. This scale is inseparable from factors such as interests and resources.
But unexpectedly, just after Li stopped watching, the crazy sisters stopped watching.
On May 20th, 2022, Zhang Xiaohua and Shao Yuxuan spent the third 520 together. According to the practice of girlfriends, give gifts to each other.
As usual, Zhang Xiaohua's laptop was divided, and Shao Yuxuan's "playing around" not only created a joke, but also played a wave of advertisements in frolicking and scolding.
According to the frequency of video release in the past week, Crazy Sisters should have been updated on May 27th, but nothing happened.
As of press time, the crazy sisters have not been updated for 47 days, and there is no news about them.
Compared with the fact that Li Zikai stopped for a reason, the sudden "disappearance" of the crazy sisters aroused the speculation of netizens.
Some people say that Zhang Xiaohua is pregnant and needs to go home for labor;
It is also said that the two sisters are quarreling, and the IP addresses belong to two places, one in Jiangsu and the other in Sichuan;
Others said that they broke up with the company like Li.
But none of these three statements is reliable.
Zhang Xiaohua has never had a boyfriend. Even if she has a boyfriend and is pregnant, she won't stop her account without warning, and she won't say hello to her fans like "going up in smoke".
The two sisters have cooperated for many years, and if they quarrel, they will not start with carefully cultivated accounts. After all, there is no overnight feud between girlfriends, and no one will have a problem with money.
As for those who have quarreled with institutions, they have not joined any institutions at all, and they are all personal operating accounts.
Rumors spread more and more, but what caused the crazy sisters to stop for nearly 50 days, causing fans to plummet? Let netizens guess?
Sudden stop, is it a breakup or marketing?
There is no answer for the time being, but according to the fans of crazy sisters, the result will be available soon.
From Li's suspension to the "disappearance" of crazy sisters, the fun after dinner disappeared for the audience who loved them, but it was an opportunity for many similar online celebrities.
The whole network celebrity circle is like a big cake. When fewer and fewer people eat cakes, the rest will get more cakes.
Just as the top two sales in the live broadcast industry ended one after another, Dong and his colleagues exploded one by one after starting a business in Luo Yonghao.
It is enough to prove that there is no iron network celebrity, only a "radish pit" that is constantly being filled.
But in the past few days when they "broke up", strange things happened, and so many online celebrities could not take their place.
The reason behind it is that they can stand out from many online celebrities and become the secret of success from grassroots to millions of celebrities in just a few years.
But before we dig deeper, let's take a look at how crazy sisters get out of the circle.
The first impression that crazy sisters give people is that the model is simple, Zhang Xiaohua is in charge of shooting and Shao Yuxuan is in charge of appearing. The camera is wobbly and the characters are unkempt, much like being photographed by girlfriends just after getting up.
Just a few minutes of video is very casual, that is, daily interaction, and no script can be seen.
But it is such a random video, but it can often attract traffic, and seemingly simple daily video is hard to imitate, because it grasps the relationship between people.
The video is located in "the daily life of sand sculpture girlfriends". Funny daily life is their creative direction, and it is also the first choice that every creator will encounter. Then "best friend" is the relationship between people.
If you want to make the video more colorful, you need to create relationship ip, such as crazy Xiao Yang Ge, Zhang Ruoyu, Guangxi mother and daughter, etc. Based on family relations.
Winter and winter and 37, old three wastes, a glass of iced American style, three gold and seven seven seven, etc. Are carried out in the relationship between lovers or husband and wife.
Or children as the main perspective of The Bean Treasures, Guoguo's Mom, Dahua drifting north, and so on.
Similarly, sister relationship, colleague relationship, good buddy relationship, neighbor relationship, people and pets are all relationship ip.
Crazy sisters and girlfriends create character IP, which on the one hand causes * * * sound, and on the other hand makes every video richer and fuller.
However, having a role IP does not mean success, and crazy sisters are not an instant hit, but have to go through four growth stages.
The first stage, the water testing period.
After watching their early videos, we can know that their initial plot positioning is that Zhang Xiaohua feeds Shao Yuxuan every day, and sparks are generated in the process of feeding.
Grounding gas, food, relationship between people, but the plot is too monotonous.
Food is not made by oneself, which does not reflect the temptation of food. The interaction between feeding and being fed is single and cannot reflect their humor and personality.
Therefore, they were not eye-catching in the early days, and their response was flat in the fixed mode.
In the second stage, the production explosion changed the direction of creation.
After the story of food and feeding was introduced, it did not reach the ideal state and there was no breakthrough.
But at this moment, they accidentally bumped into a "two faces of girlfriends" that had nothing to do with food (that is, two faces of handsome guys and girlfriends), so they ushered in a turning point.
So, they began to try the theme of "sand sculpture of girlfriends".
In just 90 days, it rose by12.46 million, completely out of the circle and became the king of girlfriends IP.
The third stage is to stabilize the output and strengthen the staffing.
After changing the creative direction, Shao Yuxuan became a sand sculpture girl who loves food more than handsome guys, and Zhang Xiaohua became an atmosphere group and a relatively rational person.
With the popularity of this model, crazy sisters began to stabilize the output and strengthen humanized design.
Under their reinforcement, Shao Yuxuan has changed from a fashionable little model to an unkempt, careless, sloppy and lazy bald Baylor.
When people who watched their videos were impressed by Shao Yuxuan described above, it proved that they succeeded.
The fourth stage, appropriate transformation.
In the fixed mode, the crazy sisters continue to shoot, and both the design and the heat have made a qualitative leap.
But in the face of a large number of videos with the same mode, most of them are aesthetic fatigue. How to fight the stagnation caused by aesthetic fatigue?
The crazy sisters have a new move.
After maintaining the original design and creation mode, they began to combine other online celebrities to create 1+ 1 >. The communication effect of 2.
So in their videos, we can see Zhang Ruoyu, Mesnier, Wei Wei, Lu and others.
In addition, the crazy sisters will also co-shoot with the stars, on the one hand, to increase the richness of their videos, on the other hand, to promote the stars.
For example, co-producing videos with Hi, Mom's Master and interacting with Peng Yuchang Liu Haoran of Little House.
Keep the original design and creative mode, and integrate other elements such as network celebrities and stars. Crazy sisters seem to have not changed, but they have been changing.
The same is true of Li's continued popularity and growing fame.
She has a set of good craftsmanship that conforms to the aesthetics of young people. The quietness of rural fields cannot be imitated by others. Unique, naturally difficult to be surpassed.
As mentioned above, the online celebrity circle is like a big cake. After Luo Yonghao left, Dong succeeded in attracting a lot of traffic and became a new network celebrity.
Similarly, when Li and Crazy Sisters became popular, many imitators appeared.
For example, Jun, who can't be idle with Li, and who lives in a remote mountain area, and so on.
There are also poor players targeting crazy sisters, limited conditions, Zhang Tianqi, Zhou Zhou, etc.
These video creators are copying the content core of "grounding gas+eating goods+plot", but why didn't they go out of the circle and become Li He's crazy second sister?
In addition to the continuous exploration and innovation of crazy sisters, Li's good craftsmanship and aesthetics, there are the following aspects.
Fighting between girlfriends can arouse girls' * * sounds, much like the daily portrayal of ordinary girls.
So among her more than 40 million fans, 72.09% are female viewers, and most of them are women aged 25-30.
Plums are beautiful, but they are doing men's work, chopping wood, carrying trees and making sofas. ...
It's like a little girl going to the gym. Standing there is beautiful and attractive, but her movements are impressive.
Shao Yuxuan, too, was originally a fashionable and temperamental model, but she was unkempt in front of the camera, but when she got serious, she became brother and sister with Mesnier.
The strong contrast gives people a sense of surprise. In this virtual network inseparable from beauty filters, the truth of Li and Shao Yuxuan makes people shine.
Others fight for value, skills and interesting souls, and naturally stand out, retain the audience and make themselves different.
"Crazy Sisters" records their lives from the first perspective from beginning to end. The first perspective can best narrow the distance with the audience and make the audience feel more substituted.
Li's video is not the first perspective, but her video is very enjoyable. Every picture in every frame is like a movie screen, turning the countryside into a fairy tale version.
Also, her videos have a kind of magic-making people calm.
The content mode can be imitated, and the shooting technique can be copied, but the temperament, aesthetics and soul of the actor can't be learned.
This is why Li Ziqi can be loved by foreign netizens, and Crazy Sisters can be supported by many star netizens.
Although they "disappeared" temporarily, the result of not being replaced has proved their success and the reason for this success.
Of course, apart from unique content creation, another part of the reason why Li and Crazy Sisters have not been eliminated is sobriety.
With the continuous expansion of the economic scale of live streaming, more and more online celebrities began to choose live streaming to realize cash.
Han, who is attracted by the emotional drama of dog blood, earns 20 million when the market is bad and 50 million to 60 million when the market is good.
Brother Xiao Yang, who took the funny route, changed from a rural guy to a company boss.
Simba, who has repeatedly caused controversy, once exposed the value of the "little yellow car" in the live broadcast room of 50 billion, 70 billion and 80 billion.
Under such a trend, not only online celebrities, but also more and more stars began to broadcast live with goods, with a good record.
Michael Chen was an early entrant, and achieved more than 80 million sales in just four hours of live broadcast.
Jerry, who has a glib tongue, broke the sales of1.10.00 billion in one live show, and the sales of every show will not be low in the future.
Even Zhu Zixiao, a washed-up actor, easily achieved sales of over 1 100 million yuan, far exceeding the movie income of the entertainment circle.
There are artists such as Lemon, Andy, Kimi, Pan Changjiang, etc. They can't help but live with their goods and make money by making use of their fame.
Judging from all kinds of data, live broadcast with goods has become a channel for quick realization, and it can earn a lot of money in a few hours.
Live broadcast with goods has become a popular trend. Stars and online celebrities can achieve wealth freedom through popularity.
However, in the face of this temptation, crazy sisters are unusually awake.
They don't carry goods alive or hang yellow cars. Even if I live, I just chat with fans. Even if they advertise, they just make soft things in the video.
So is Li. She never shouts to sell products in the live broadcast room.
Under such circumstances, it is not a sober operation to concentrate on content creation.
Whether it's a live broadcast of online celebrities with goods or a star shouting and selling, they can reap benefits in a short time, but at the same time they lose their sense of mystery and distance.
For example, Jerry and Michael Chen, while shooting, live broadcast and merchandise. There seems to be no conflict, in fact, every time I see their scene, I jump into it myself, and I can't really bring them in.
The same is true of online celebrities. Without mystery, the popularity and persuasiveness of the works will be reduced.
Therefore, in addition to the output of fine content, it is also necessary to appropriately reduce the exposure and maintain a sense of mystery with the audience.
This is also the reason why crazy sisters and Li can continue to be popular, and it is also the secret of their easy income of 10 million.
Of course, whether it is Li or crazy sisters, their success also has an important factor-timing.
With the development of the Internet, online celebrities have gone through four stages:
The first stage is the network celebrity represented by Sister Furong;
The second stage is the emergence of social platforms;
The third stage is the emergence of talents under the development of small video;
The fourth stage is the "pipeline network celebrity" under the team packaging.
In the third stage, when the platform needed content, Sister Li and Crazy appeared in time with high-quality content, so she was selected by the platform and became a phenomenal representative.
On this basis, continuous output of high-quality content has led to today's achievements.
Although Li stopped working because of the lawsuit and the crazy sisters "disappeared" for some reason, the experience they left behind was valuable.
Their starting, development, peak, decline and other processes have not uncovered the truth of the rise and fall of online celebrities?
Talented people come forth in large numbers, and whoever goes and stays, the final fight is the pattern and vision.
Don't be too hasty, and don't be blinded by immediate interests. Only by constantly exporting high-quality content and keeping a clear head can we have a longer-term development. # Network Celebrity Fengyun Road #