Zibo barbecue is so popular, first of all, because of the help of fission spread of short video platform.

It is not difficult to find that social platform communication has played a great role in promoting barbecue in Zibo. As early as May, 20021year, Zibo, a up main detective shop, released "Shandong Big Brother:" for a barbecue. I guarantee that you will want to eat this barbecue at first sight! ",the broadcast volume broke 5 million; A food blogger from Tik Tok visited the barbecue restaurant in Zibo and got 900,000 likes.

This year's explosions first came from a large number of grass planting videos released by netizens on various platforms, especially college students. Since the end of February, the passenger flow at Zibo Railway Station has increased significantly, and the average daily number of passengers sent has reached the highest level in the past three years.

College students have a barbecue in Zibo, which becomes a temporary scene. They punched in at Zibo Railway Station and created their own "Zibo Barbecue Gesture". All kinds of fancy punching cards trigger college students' collective imitation. Young people who went to Zibo for a barbecue made their own hair bands, and the barbecue in Zibo began to detonate.

Subsequently, the media quickly captured this news phenomenon, Shandong Radio and Television and other provincial media quickly followed suit, and CCTV, Guangming Daily and other media joined in, releasing various live broadcasts, short videos, comments and in-depth reports. At the same time, Internet celebrity V and foreign friends are invited to experience in Zibo. The wide spread of media communication matrix, coupled with the automatic drainage of network celebrity big V, makes the barbecue in Zibo continue to be popular.

Zibo barbecue is so popular, the second reason lies in the ultimate pure "grounding gas".

A low square table, a few old Mazar-i-Mazar, three or five friends sat in front of a small oven, and put the kebabs that had been roasted to six or seven degrees on the bracket of the oven. Soon, the mutton skewers sizzled, oil flowers dripped into the charcoal fire below, and the barbecue flavor mixed with the aroma of fruit charcoal floated out, which made people's appetite open.

Then, spread a small cake on the palm of your hand, or pinch it with garlic hot sauce, or dip it in Chili noodles and cumin powder, put green shallots and crispy mutton skewers, roll it up and take it down to your mouth. ...

While greatly satisfying the taste buds, doing it yourself and participating in it has become the signature of Zibo barbecue. "Cookie oven with dip, soul barbecue three-piece", diners DIY according to their preferences, squeaking barbecue sound, buzzing fireworks sound, full of practical sense and happiness that life is on the right track after the epidemic.

Zibo barbecue is so popular, but also thanks to the local hard-core convenience measures.

After the barbecue incident in Zibo, the local government responded quickly and introduced a series of tough measures:

Add 2 1 customized bus lines for "Zibo BBQ".

Provide students with free or half-price accommodation in youth hostels.

Strengthen patrol prevention and control, preventive publicity and traffic guidance.

Implementing rapid food inspection to ensure food safety

Publish a barbecue map of Zibo.

……

Various measures have benefited the people, relieved the worries of diners coming to Zi, and further enhanced the regional brand image of "Zibo Barbecue".

02

What did the popularity of barbecue in Zibo give us?

This is divided into two levels: one is how to become a city among network celebrities, and the other is how to change from "network celebrities" to "long red".

Let's talk about the first level-

To build a city of online celebrities, we must first firmly grasp the most active, active and energetic group of young people. Young people are full of vigor and enthusiasm, bring their own traffic, are willing to share, and are good at using various social platforms.

Whether it is the popularity of barbecue in Zibo, the success of Chao Ran Tower or the earlier popularity in Cao Xian County, young people and college students are the first to participate in punching cards and then become popular on the Internet. It can be said that where young people pay attention to and pursue, traffic will naturally go there.

How to build a fashionable, dynamic and youth-friendly city image and how to firmly grasp the explosive traffic group in this city are the keys to build a network celebrity city. We expect young people's eyes to continue to focus on Shandong, where the next online celebrity city will appear.

Moreover, meeting people's beautiful needs, especially the delicious and fun needs, is the last word and the real skill. Fireworks on earth touch the hearts of ordinary people most. Many cities have their own characteristics, and the food full of fireworks is the most grounded and can bring people closer.

In recent years, Zibo has been building a "five good" city that is studious, good-looking, delicious, fun and entrepreneurial. This "five good" corresponds to people's various needs. From this perspective, we may find the origin of Zibo barbecue.

Look at the second floor—

How to change from "network celebrity" to "long red"? The first is to take the initiative to attack and actively drain. After hot spots appear, we should not sit idly by, but actively follow up and act quickly.

In the "Zibo Barbecue" incident, whether it is to introduce a number of measures to improve tourists' satisfaction and keep the bottom line of safety, or to actively plan and effectively guide all kinds of media, commercial platforms, netizens, citizens and college students to speak out and constantly expand communication channels, this point is reflected.

Then, jump out of the limitations and enlarge the effect.

Zibo has been trying to keep people's hearts, extending and amplifying the effect of the online celebrity city, so that tourists and diners can stay here for a few more days and play for a few more days. From building the most beautiful bookstores, such as Zhongshuge and Tangku Wenchuang Garden, to the upcoming Tsingtao Beer Festival, Wheat Field Music Festival and Zibo Barbecue Festival, Zibo has become more and more mature in grasping the rhythm of attracting young people to participate, and the effect may gradually appear.

The memory of the network generally does not last more than 7 days, and too many places that suddenly "burn dry" are like a flash in the pan. Only by broadening the horizon from the popular elements, extending the chain, leading the traffic to more fields, and then realizing the overall promotion of the city brand, can the mayor of online celebrities be "red" forever.

03

In 2023, Shandong continued to attract people's attention on the internet and in the field of public opinion. Red overtook the building and fired the Zibo barbecue. Can their success be replicated? From the perspective of propaganda work, what enlightenment can be drawn?

The author believes that we should thoroughly grasp the three "degrees".

Embrace short videos to a greater extent and keep traffic passwords.

In the era of mobile Internet, short video is the most direct, easy to spread and efficient. Compared with words and pictures, it is more informative and interactive. At the same time, whether it is professional media, self-media or individuals, they can shoot and upload at any time, which is more likely to form the influence of public opinion and network explosion.

To give full play to the role of short video, the media should not only improve the planning and production level of short video through professional means, but also fully attract and learn from the excellent short video content launched by the media and individuals, so as to use it for our own use, keep up with hot spots, and then guide public opinion, gain advantages and occupy the peak.

Multi-angle operation circle topic, different angles, repeated drainage, often do new things.

From the typical case of "Bachun" in Guizhou, we can get on the hot search again and again, and the topics are endless. It is because of the fierce competition besides the earth, there are all kinds of wonderful "diehard fans", local agricultural and sideline products, Miao version of "The Love of My Life", Miao traditional songs and dances, grounding gas and other award-winning prizes, which have attracted the majority of netizens.

The success of barbecue in Zibo has the same effect. College students form a group to punch in, the network introduces the big V, foreign friends praise it, CCTV Kang Hui praises it, and the "most beautiful bookstore" shows rhyme. A wave of traffic continues to drive the topic deeper and make the label of online celebrity city really stand up.

Look at propaganda and communication from a higher dimension, make good use of resources from all sides, and build a big propaganda pattern.

Propaganda has never been the responsibility of the propaganda department. Whether the internal and external forces can be used horizontally and vertically is the key to the success of publicity. Whether it is the central media, the media outside the province, the media in cities and counties, the head business platform, the positive energy V or even individuals who occasionally upload good works, or provincial departments, cities and counties, they are all propaganda forces. We must learn to leverage and exert ourselves to form a powerful propaganda force.

After the hot spots with potential to go out of the circle appear, we can have a set of mature coping styles, innovative ways to master traffic and strategic methods to guide public opinion. If you do this, maybe the next online celebrity city will appear, and it won't take long.