I found the traffic password of the network celebrity Zhang!

After two months, it broke through10 million, and frequently boarded the hot search in Weibo. Tik Tok Bo argued that my classmates were completely angry! In just a few months, many bloggers failed to achieve his achievements for several years, and his works inspired short video creators all over the country to follow suit. What is the reason for this classmate Zhang who didn't graduate from junior high school? After reading all Zhang's works in one breath, I finally found the traffic password behind Zhang's popularity.

First, according to the situation, get the platform bonus.

Lei Jun once said, "Standing on the tuyere, pigs can fly!" As the saying goes, the times make heroes, and Zhang's popularity is inseparable from the policy dividend of the platform. In 2020, the daily activity of Tik Tok will exceed 600 million, and the scale of users in first-and second-tier cities will gradually approach the ceiling and begin to exert their strength in the sinking market. In August, 2020, Tik Tok launched the # New Farmer Program, which provided 654.38+02 billion traffic resources such as billion-level traffic and millions of dou+, and supported the content creation of agriculture, rural areas and farmers in all aspects, including traffic support, operation training and realization guidance. In April, 20021,the # New Agriculture Plan 202 1 was upgraded in an all-round way, providing more professional new agriculture classes and more generous Dou+ rewards.

The transformation of the platform needs to introduce benchmarking representatives to lead the wind. Zhang Mingzhi chose to enter the game at this time. He is well aware of the rules of this platform. Every video will be posted with the label # My Country Life # New Farmer 202 1. With high-quality content, the platform will get a lot of traffic tilt and become a phenomenal IP among the creators of new farmers, driving more users in the sinking market to follow suit.

Judging from the national environment, with the consolidation of poverty alleviation achievements and the development of rural revitalization strategy, the theme of showing rural life scenes will undoubtedly receive more attention. Zhang's works have no filter and aesthetic feeling, which makes more and more people see the real China in the camera. From his works, we can see that the living conditions in some rural areas are still relatively difficult (not excluding the possibility of Zhang's deliberate arrangement), which also shows that although we have completely lifted ourselves out of poverty and built a well-off society in an all-round way, the gap between urban and rural areas is still very large, which further confirms the urgency of rural revitalization and prosperity. Such authentic rural short films naturally attract media attention. So with the support of byte traffic and the help of the media, Zhang became an instant hit.

Let's take a look at the evaluation of him by various media:

@ People's Daily: "Zhang Classmate" is on fire, but the soil has become the top stream. The village without filter may be just a cross section, but it is full of fireworks and passion for life. Years are peeling off on the wall, and homesickness emerges in my heart. "Do something for my hometown like Ding Zhen", the story told by ordinary people is not beautiful, but it is touching. Together, we approached the peasants, walked into the countryside and tried our best to do something. Our country is steaming hot.

@ CCTV Comment: The big boy "Zhang Classmate" went out of the circle, not only staying in the innovation of content and technology, but he probably "hit" something deep in the hearts of several generations. People try to find their own shadow and some lost things in "classmate Zhang", thus showing their deep concern for rural "fireworks" ... We should not "harvest" rural or "small town youth". We should pay more attention to the countryside as a starting point, record the current situation of the real countryside through more first-line ordinary creators, and feed back the bright future of the countryside ... We expect more "Zhang classmates" to present diversified, three-dimensional and real rural landscapes, which also makes traffic a big increase to help rural development.

@ China Youth Daily: If the countryside exhibited by Li is an ideal and beautiful rural life, then' Zhang Classmate' and the rural life he photographed are even rougher and more primitive. Some people think that his shooting technique is very professional, and there may be a team behind him, but after media visits, he really created it alone. The real attraction in rural life is the key to making "Zhang Classmate" an online celebrity.

It can be seen that Zhang has become a model for major media to promote rural revitalization, which is a security risk in this video. It was also selected by the People's Daily, China Fire Corps and other official media as a case of fire safety popularization, warning the public and calling for more people to pay attention to rural revitalization and contribute to rural construction.

Second, carefully polish the content.

Zhang not only understands the underlying logic and national policies of the platform, but also has a good head in video content operation. Let's analyze the techniques used in his works.

1. Set up personnel.

Zhang, who is married and has children, has set up a personal account for herself, an elderly bachelor in rural areas, and recorded a series of daily lives of relatives and friends such as cooking, shopping and farm work from the first perspective. He used his grandfather's old house as his own studio, and constructed an idyllic appearance in people's memory: the house was so shabby that there was a dog hole in the door and two puppies jumped out of the hole. Furniture and furnishings are also a bit old, even a bit backward. The wok stove with wood for fire, lard for cooking, DVD player for watching small movies, floral quilt, kang, chest of drawers … all have become cultural symbols, evoking memories of a generation and satisfying the curiosity of users who are curious about urban and rural life.

Of course, many netizens expressed dissatisfaction, and many rural conditions were not as messy as Zhang recorded, which was vilifying the image of the new countryside and misleading the public. From the interview with the villagers of Zhanghe Songshu Village in CCTV's "China, Agriculture, Countryside and Farmers" column, we can find that Zhang truly and objectively presented the real rural life in the local area, without any insincerity. The villagers spoke highly of him and praised the young man for his honesty, integrity and good conduct. Zhang also has his own opinion on this: "I think as long as it is expressed through video, it belongs to deduction." I just show you some things that happened and experienced around me. This does not represent the overall appearance of the countryside. "

Step 2 create contrast and label yourself

Zhang Tong's academic system has created a series of contrasts and enriched the image of rural bachelors. For example, posters of four female stars, Irene Wan, Taylor Swift, Scarlett Johansson and Monica Bepchi, are posted on the bedside wall, but there are many literary books in the rural youth bookcase (although most of these books are used to hold money), which makes the characters more interesting. At the same time, he is good at using a series of labels to enhance users' memory. For example, Liuwei Dihuang pills, keys hidden in shoes, refreshing drinks &; Wow, haha, scenes such as buying things for the boss's wife on credit appear repeatedly in his works, and memories and youthful stalks are buried everywhere, which reminds people of him when they see these items and evokes people's nostalgic plots.

3. Professional shooting and editing skills

Although Zhang's video content is grounded enough, the recording is not perfunctory. He is good at using multi-angle lens segmentation, lens transportation and time-lapse photography to express details. In just about 7 minutes, there are more than 200 shots in the video, which will take you to watch the daily life of a rough countryman in 360 degrees. In addition to his unique lens expression ability, he also knows how to cater to the viewing habits of short video users, and uses fast-paced, reverse and impactful editing techniques, plus a magical German divine comedy "Aloha Hejiahe", which makes him stand out in the creation of short videos with rural themes.

The accumulation of these professional skills is not achieved overnight. Zhang likes watching movies. When watching movies, he will pay attention to the lens switching, learn from other people's editing and shooting angles bit by bit, and usually shoot the scenery with a tripod up the mountain. I started to set foot in the short video industry a few years ago and also participated in the behind-the-scenes production of some accounts. In the end, they parted ways because their creative ideas were different from others. He rejected the form of entertainment or even wheat, because it was not in line with his original intention. Now Zhang chooses to go it alone, and the team he owns is just a group of villagers who don't know how to shoot.

Third, local human feelings lead to * * *

Another reason why Zhang's video can reach the peak is that his video digs up the nostalgia and memory of the real peasant life. Whether it is Li, Ding Zhen or Zhang today, they all present primitive rural life. Their popularity reflects China people's enthusiasm for rural life and rural flavor, especially the working situation in 996 and 007, which made some people reject high-rise buildings, and the involution competition built a high wall between people. On the contrary, more and more people begin to miss the leisurely country life. Zhang's video can satisfy their desire for country life.

In the future, more and more "Zhang classmates" will inevitably emerge. If the purpose is to realize the flow, it will only be a flash in the pan. Only with the original intention of "revitalizing the countryside", recording the real China with professional technology, and letting the "fireworks" in the countryside come to the audience in a diversified and three-dimensional way, can we help the rural development and feed back the beautiful rural future.