马赛克背景墙

马赛人的木棍: 咪蒙真人亮相,唯一能打敗咪蒙的自媒體可能是馬凌

作為一個自媒體,如果說不想像咪蒙那么紅,那肯定是假的!

 

 

1.學不會的咪蒙

我在2015年下半年看到媒體采訪咪蒙,就關注了她,深夜貓在被窩里看了她寫的很多文章,有一些寫得很爽的文章,結果是軟文,反正篇篇都是10萬+。

只用了一個晚上的時間,我就發現咪蒙我學不來。我定位于學習并研究互聯網行業,而咪蒙的文章更像是情感專欄。那種汪洋恣肆、一發不可收拾噴薄而出的充沛情感,的確能讓某些郁結的情緒獲得一時的舒緩感。我還會被她露骨的暈段子,以及的刺眼罵語所震驚,如其公眾號介紹所言“是一個女流氓!”

在咪蒙引起那么多爭議時,我一直沒有評論她。一方面,出于對新媒體職業的敬畏,畢竟她對朋友圈傳播節奏的拿捏、他在寫文章時那種全神投入的 “表演型人格”,讓人欽佩。另一方面,她的確是相當能賺錢啊,在資本寒冬,她公眾號一條軟文照樣報價50多萬,一天寫一篇文章就是一臺寶馬X4,廣告主等著排隊約稿。

我曾經在朋友圈開玩笑說,咪蒙在鍵盤上敲下一個字,就相當于很多媒體記者一個月的工資。

2.咪蒙的廣告套路以及性價比

微信公眾號的競爭激烈,就像一個廣場上,故作瘋癲或舉止夸張的人,更吸引眼球。2016年下半年,咪蒙為了圈粉、撩粉,越來越zuo,幾乎成為很多媒體人的公敵,這時候的咪蒙已練成了“鐵布衫”,對一切非議,都這么懟回去:“我紅啊!”、“我是宇宙第一自媒體”,拿她沒轍!

之前三節課有人專門研究咪蒙的套路,知乎上還有人模仿咪蒙的文體寫文章,還有朋友要做一個針對“直男癌”的公眾號和咪蒙對陣,怎么起滿足直男情緒的標題黨,讓人哭笑不得。

咪蒙的粉絲有的讀大學在擇偶或者情感問題需要引導,有的剛進職場的白領,還有一些結婚之后缺乏安全感的女性。咪蒙的文章在戀愛、婚姻、性等方面徹底的拜金以及女權傾向,更像是為“女屌絲”、“直女癌”量身定制的“麻辣燙”,從這點上看,她的老東家更像是《知音》而非《南方都市報》。

而我相信咪蒙本人在寫很多東西的時候,并不是這么想的,她只是滿足了市場需求,并且做的相當出色。

咪蒙的主要盈利靠的是軟文,廣告主看重也是咪蒙龐大的、高粘性的女性粉絲群體,以及微信訂閱號相對穩妥閱讀效果。我在系統讀完咪蒙的軟文后發現,其文章已經開始進入流水線生產階段。

1.先講故事,這些故事是由其助理和員工親歷,比如黃小污的三大姑、八大姨、同學中發生的故事,實際上也是網上搜集的素材。我甚至懷疑咪蒙公司的員工是跟他們專門寫故事的,而這些故事按照定好主題交由咪蒙進行精心加工。

2.傳授心得,咪蒙版的“干貨”比如如何克服溝通障礙、如何教女生撩漢、如何對付熊孩子等等,有些是咪蒙老師自己的感悟,有的是直接在知乎上摘錄然后進行洗稿,知乎上有90后女生的投訴,有興趣大家可以去看看,這也難怪,創作量實在是驚人。

3.切身體會,拿自己或員工所遇到奇葩事進行夸張化表述,再就是自己老公、孩子的瑣事鬧磕、拉家常,偶爾自黑、說一段很“污”的段子,拉進與粉絲的距離,甚至在埋伏一些讀者愛吐槽的惡俗的點,以便于增加評論活躍度。

軟文的文末是廣告時間,標注紅色大字體,如果插得太硬的話,加幾段搞笑的P.S.,估計也是迫于甲方要看到轉化效果,咪蒙的文章現在逐步加入了廣告圖片、宣傳視頻等等。

 

 

當然,咪蒙的軟文并無對行業的洞見,或對廣告項目的商業洞見,更多是站在一般消費者選購的直覺上,或者產品的功能背后的生活場景進行內容營銷,咪蒙的拿手好戲是把這些心理具象化為有帶入感的故事,聲東擊西來一大波廣告!

看似有穩妥的10萬+的閱讀量以及還不錯的轉化,但我依然質疑這種咪蒙式光廣告對廣告主的品牌是否有明顯拉動作用:

1.粉絲記住的是咪蒙的文章,而不是廣告品牌。這里回歸到廣告人的經典命題,究竟是廣告創意重要,還是簡單粗暴的廣告更有效果,或許廣告主看重的是咪蒙這個“廣告渠道”吧。

2.咪蒙在收巨額廣告費之后,也會接著給同行的競品打廣告,意義何在呢?比如跨境電商平臺,小紅書投放3次、洋碼頭投放2次、網易考拉投放2次;比如信用卡就有招商銀行、民生銀行、興業銀行、廣發銀行扎堆投放。

3.咪蒙這個kol并不具有媒體背書價值,不可能有其他媒體或自媒體轉載其文章。

可以說,咪蒙廣告費性價比并不高,但還是會有現金絡繹不絕地涌入,這反映了微信在移動廣告環境中的強勢地位,也反映出一個國情:男人們賺錢,女人們花錢,真正掌握家庭消費決策的是家庭婦女,“得家庭婦女者得天下”。用咪蒙的話說,咪蒙給了她們力量!

3.咪蒙的真相:馬凌

現在,或許唯一能打敗咪蒙的自媒體是馬凌。

4月15日“一招·閉門私享會”在北京華彬劇院舉行,這場同道大叔、有書等頭部自媒體分享他們的運營秘訣,咪蒙老師的演講主題是《品牌如何與90后對話?——90后的言行潛規則》,沖著咪蒙的名頭,很多自媒體朋友的報名參加,很多自媒體紛紛把咪蒙本尊的照片發到朋友圈里。如你所見,這是萬千女性的精神導師!

 

 

咪蒙爆款文章中透露出的傲嬌,對男性顏值的苛刻,以及她本人美顏青春照,交織了一幅大眾對她曼妙想象。而真正的馬凌出現的時候,你會發現,她在文章中那種招人喜歡的 “自黑”,是在說實話……以后男生可以在咪蒙粉絲那里說一句溫柔的話了:“我覺得咪蒙還不如你動人!”

那些洋溢著青春活力的90后妹妹,是否想到是馬凌教你如何撩漢、如何談戀愛、如何化妝、如何應對劈腿、如何斗小三呢?就像十多年以前網戀見網友一樣,會不會掉粉?很多女生說要取關,照我說啊,文字是世界上最深刻的東西,也是最會騙人的東西,不要因為喜歡一個人的文字,而愛上一個人,其實你只是愛你自己。另外,女人也更懂得騙女人!

其實我在看到咪蒙沒有PS的真人之后,反而對于咪蒙本人所寫的東西一點不驚訝了,她為“自卑”女生的打雞血,或許也在為曾經的自己,對于她在成名之后的種種高調,有了一個很好的注解。據我了解,微信公眾號生態中,有一些比咪蒙更賺錢的自媒體,甚至一些草根大號日均打賞5萬的自媒體也有一些,但大家都是低調!低調!悶聲發大財!

如果說咪蒙的個人才華打100分的話,那么她的個人形象公關只能是負分,老老實實在電腦上打字,回家數錢多好,干嘛非要出來呢?她不可能不知道,在很多90后女生心目中,長相是“有意味的形式”,身材則代表一個人的“修養”;當她們看到這樣的咪蒙,會不會有種三觀盡毀的趕腳!而演講中的馬凌老師或許在為咪蒙“祛魅”吧。

伏爾泰說過:“沒有上帝,人們也會創造出一個上帝來的”,移動互聯網的確有一種造神的能力,這誠然也給了一些人逆襲的機會,微信也讓一些本來很平凡的人過來了受人追捧的生活。

而在這種風口之下,也帶來了一些弊端,人們會陷入意念之中,成為“腦殘粉”,喪失了獨立思考和認識真相的能力,結成唯新媒體大咖是尊的“新宗教”。

 

 

電影《鋼鐵俠3》里,有一個唐尼整的很慘的本·拉登式的大佬,每次他是通過電視虛化形象發出警告,當唐尼深入到老巢后發現,這個大佬只是一個傀儡小丑演員,真相就是這么荒誕不經!

這里面透露了一個有意思的大眾傳播的“隱喻”:連人們的恐懼的人物,只是經過媒介加工過的象征化符號,那么咪蒙呢?也許她也是馬凌和其他女性們所需要的一個符號吧!

來源:A5創業網

文章來源:马赛克背景墙如未注明均是原創
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