The popular "In the Name of People" saved the ratings of satellite TV, saved the traffic of video websites, saved the social media topic list, saved the KPI of self-media editors, and even saved half of China's entertainment industry. The discussion and re-creation around this TV series has even evolved into a subculture. Taking the "Secretary Dakang" who has attracted countless fans as an example, when the thermos, scent, double eyelids and even a look in the play can become a topic of a post and receive tens of thousands of discussions, behind it is not only the audience's "expectations for the return of good actors", but also the IP value soaring in the national entertainment tide.
In recent days, actor Wu Gang, the actor who plays "Secretary Dakang", has frequently appeared on the live broadcast platform, attracting hot onlookers and achieving gratifying ratings. Following the popular "job director" of B station and the veteran actor Wang Qingxiang who "let himself go" on Weibo, actor Wu Gang has also become a "high-quality Internet celebrity" with a strong Internet temperament. This has given us some inspiration: In the Internet era, can veteran actors with great IP value use diversified communication methods to rejuvenate their careers? In the live broadcast world where the bonus period has passed, will the "old actors" provide them with a way of thinking in the second half of the content competition?
"Secretary Dakang" is very busy and appears on multiple platforms within a week
"Secretary Dakang" is very busy. Recently, Wu Gang, the actor who plays "Secretary Dakang", has become a hot guest invited by the media and live broadcast platforms. Within a week, he interacted with netizens on platforms such as Huajiao, Sina, People's Daily and Yibo, appeared on Pengpai and interacted with netizens with text. He also opened a headline account to attract a large number of fans to leave messages. In addition, he also accepted exclusive interviews such as Meike, Legal Evening News, and Cover News.
Among them, "Secretary Dakang" airborne Huajiao on April 10, which was unprecedented in its grand event. According to the live broadcast interface, the number of viewers during peak hours once reached 2.3 million, and actor Wu Gang interacted with fans with unanimous praise from the audience. During the live broadcast, actor Wu Gang was cute, funny and profound, and his lover Yue Xiuqing also appeared in the camera during the live broadcast. The couple in the same frame attracted the envy of netizens. The dynamic effects and virtual gifts from enthusiastic fans once flooded the screen.
This afternoon, actor Wu Gang was once again a live broadcast program of Min Daily, "Big Stars Have a Talk" and accepted an interview with the host. Such a traditional interview program has gained huge traffic due to the support of the popular IP of "Secretary Dakang". It is reported that 1.5 million netizens watched the live broadcast of the interview, and received a lot of comments and reposts around the topics on Weibo.
"Bureau", "Father-in-law of the National" and "Secretary of Dakang"
In fact, like actor Wu Gang, he has a successful career and has achieved success in the circle. The old artist, an old professor, who is over 50 years old, has become popular on the Internet again, becoming a well-deserved "high-quality Internet celebrity" and even becoming a popular IP. There are many such examples.
Professor Zhang Zhaozhong is 64 years old this year, with the rank of Major General. He is a doctoral supervisor, but he is very popular on Bilibili at the gathering place of post-90s and post-00s. He not only opened his own WeChat public account and real-name certified Weibo, but also became a guest of honor for Internet variety shows and live broadcast platforms, making him a real internet celebrity.
The well-known actor Wang Qingxiang has mastered his acting skills and has created countless profound historical figures on the screen, but he has successfully let himself go on Weibo. His Weibo style is funny and naughty, and he is full of earth spirit, and is also sought after by netizens.
Comparing these "strong Internet celebrities", we can find their common ground. Most of them have achieved success in the circle and are over 50 years old. These actors or artists who no longer need to be hyped are actively in line with the times, sincerely communicate with young people with a learning and communication mentality, accept the naughty spoofs of tolerating netizens, and convey the values and spirits held by older generation artists or scholars to the audience, so as to moisten things silently. Such a staff member, Mr. Wang and Secretary Dakang, will of course be sought after by millions of fans.
"Old actor, new internet celebrity", online live broadcast is just right
Looking back at the live broadcast of "Secretary Dakang", he became popular with his acting skills in the play, and was made into emoticons by netizens and became popular. He was invited to start live broadcasts and spread the Internet. The popular IP of "Secretary Dakang" is very similar to the "precious girl" Fu Yuanhui during the Olympics last year.
Fu Yuanhui, who was popular on the Internet, was quickly invited to do live broadcasts on Yingke. What is worthy of recognition is the idea and reaction speed of Yingke team organizing this live broadcast, which is amazing. With its super high popularity, Fu Yuanhui's Yingke debut quickly reached tens of millions of users online at the same time. But in contrast, the live broadcast effect was very embarrassing. Fu Yuanhui did not act as naughty and cute as she was in an interview. Instead, she got angry because the user gave gifts during the live broadcast, and was watching the watch and waiting for the live broadcast to end. She even had an "embarrassing chat" with the host for an hour.
In the eyes of the outside world, people who have the "Internet celebrity gene" will not perform well in front of the live broadcast form, which is related to the live broadcast person: when ordinary people first come into contact with the live broadcast form, they will inevitably be bound by the camera to a certain extent. In addition, Fu Yuanhui does not do live broadcasts for the purpose of attracting attention or money, and in terms of "cooperation", they may not be compared with ordinary Internet celebrities.
At the same time, an observation article pointed out that Fu Yuanhui could not accept frequent rewards from netizens because she did not want to label her as making money through live broadcasts, which is consistent with her upright style. The important part of the business core of live streaming is rewards. Obviously, this is another contradiction of "taking advantage of the situation".
More importantly, content is the most important foundation of live broadcast, and interaction is the soul of content. Fu Yuanhui, who suddenly became popular, did not understand the huge fan base, and was deeply rooted in people's hearts with emoticons and jokes, and netizens also had a relatively rigid impression of it. By extension, if the content shared by an internet celebrity in front of the camera and communicates with netizens is stuck to the form or superficial, it will inevitably be difficult to become an effective means to retain users.
But in front of these "old actors and new internet celebrities", the fan group accumulated by the artistic image created on the screen in the past, the rich on-site experience and solid foundation make them not afraid of the camera, and their understanding of art and rich life experience provide a steady stream of content output, and their extremely connotative cultivation and temperament add points. If you can maintain an open attitude and inclusive Internet spirit like "Journalist" and "Secretary Dakang", it is not difficult to become a "high-quality internet celebrity".
On the other hand, although celebrities have always been the standard configuration for live broadcast platforms, and the platform spending money to hire celebrities was once a powerful tool for various companies to compete for traffic in the "Thousand Broadcast War" era, in the live broadcast world where the traffic dividend period has passed, the short-term outbreak of the star effect seems to support the long-term development of the platform. Star live broadcasts that lack content planning are also falling into an embarrassing situation of homogeneity. It can be foreseeable that the second half of the live broadcast industry will be a war of deep content.
To a certain extent, "old actors and new internet celebrities" adapted to the tide of "acting skills are justice" in the audience's "perfection burnout period" and provided inspiration for the platform at the stage of in-depth content wars on live broadcast platforms.
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