Reborn as a female internet celebrity in a county town

Chapter 357 The Various Disruptions Brought About by the Self-Media Industry
Gao Yu went home for the Lunar New Year and heard a lot of gossip.

After all, they were related to Yan Li's family, and holidays were a time when news gathered in abundance.

Yan Keming would often tell things to his close friends and family, and the news would gradually spread.

Lin Lang came to the company for many other reasons.

For example, there are several new talents who will be signed soon, as well as several operational directions.

The value of an internet celebrity should not be measured solely by how much money they earn; they should be viewed as a traffic platform.

However, some online celebrities are unable to fully utilize their traffic platforms, which is why some online celebrities with millions of followers do not make money.

Some online celebrities are able to fully leverage their strengths, and even with only tens of thousands or hundreds of thousands of followers, many can easily earn over a million yuan a year.

Of course, ultimately it still comes down to monetization through e-commerce.

Those who rely on live stream donations as their main source of income rely heavily on luck, and there aren't many of them across the entire internet, plus the potential for success is not high.

Big Fish Media also has many film and television editing accounts, but those accounts have very poor monetization capabilities. They can basically only engage in various forms of traffic manipulation, diverting traffic to other places.

They can also take on promotions from video platforms, performing various "cut-out" maneuvers to direct viewers to those platforms to watch the full version.

These past two years have been pretty good because those video platforms have been paying very high fees. But in two years, things won't be the same anymore, and you'll only be able to make ends meet.

After working until past 11 a.m., Lin Lang said, "Sister Gao, why don't you come to lunch with me? I can introduce you to President Lei Hongyi, as we'll be working with him on many projects in the future."

"Sure, do you need me to order food?"

"No need, Mr. He has already made the arrangements. We can just go empty-handed."

Today at noon, Lin Lang is treating everyone to lunch in return, since it's perfectly reasonable for a boss to treat his employees to a meal.

There were quite a few people at the dinner today. He Qiang invited nine people, all of whom are considered staunch supporters of Lin Lang. They have all heavily invested in Tianjin Mixed Selection.

If Tianjin Mixed Selection fails to generate profits for them, they could all go bankrupt.

However, so far, they are definitely making a profit, and quite a lot of it.

Those who survived so many ups and downs are already somewhat reliable.

"Is there any reason for this?" Gao Yu asked.

"No, Yan Li has nothing to do with this. Why is Sister Gao suddenly asking about this?"

"I'm worried that someone as capable as Yan Li might prevent you from hiring a female assistant, boss. What if she does? Then I'll be out of a job, haha..."

Gao Yu really had no other excuse.

Fortunately, I don't have to face Yan Li today.

As for whether Lin Lang knows her true identity, she will pretend not to know as long as Lin Lang doesn't say.

It would be good if he knew, because it means Lin Lang doesn't mind.

If you don't know, you might have to make some choices when you're exposed.

"Don't worry, Sister Gao, Yan Li isn't that domineering."

……

Half an hour later, at the Shanghai Banquet, Lin Lang and Gao Yu arrived at the private room.

The table in the private room is very large; it would feel spacious enough to seat twenty people.

After the two arrived, everyone in the adjacent lounge stood up, finished what they were doing, and looked over.

He Qiang was the first to come over and called out, "Brother Lin Lang, President Gao, we thought you wouldn't be here for a while. Did we delay you in any way?"

"Mr. He, you're too kind. What could possibly be the matter during the New Year? Please introduce me to these gentlemen so we can get to know each other?"

Lin Lang looked at the crowd.

Almost everyone acted very reserved because of the significant difference in their social status compared to Lin Lang.

Only those who have absolute confidence in their abilities can ignore class differences; most people cannot.

Among them were Lei Hongyi, whom Lin Lang knew, and Pu Min, whom he didn't know very well. Of course, there were also many people he didn't recognize at all.

Upon hearing Lin Lang's words, before He Qiang could introduce them, someone immediately came over and said in a humble manner, "Hello, Mr. Lin, this is Tian Yaoyang. It's an honor to meet you."

Lin Lang smiled and took the initiative to shake hands with the other party. "Mr. Tian, ​​let me introduce you. This is Gao Yu, the general manager of our Dayu Media. She is a top student from Tsinghua University."

Tian Yaoyang: "Greetings, General Manager Gao."

About five or six minutes later, Lin Lang gave a brief greeting to everyone present.

As for names? He really didn't remember them, since there were just too many at once, and he was slightly face-blind.

But none of that matters, as long as people remember his name.

After introducing themselves, He Qiang led Lin Lang and the others to their seats.

There are twelve people here today. After sitting down, Lin Lang said, "We are all old acquaintances, so there's no need to be polite. If you want to smoke, then smoke; if you want to drink, then drink. Just treat this as a get-together among friends. If you're too reserved, it will make me feel a little embarrassed."

The private room is quite large, so if a few people smoke, it doesn't have much of an impact.

He Qiang picked up the conversation and immediately said, "Brother Lin Lang is a generous person. He doesn't do any fancy stuff. Let's just treat this like a private gathering. I especially enjoy dealing with Brother Lin Lang. Some leaders, you know, what they say is different from what they think. If you do what they say, they'll think you're not taking them seriously. If you don't do what they say, they'll say you're too reserved. No matter what you do, it's wrong."

After saying that, He Qiang placed a pack of cigarettes on the table, indicating that anyone who needed them could take them.

Lin Lang was seated on either side of Gao Yu and Pu Min. Next to Gao Yu sat Lei Hongyi, and next to Pu Min sat He Qiang. These seats were arranged by He Qiang 'unintentionally'.

After Pu Min poured Lin Lang a glass of water, Lin Lang took a sip and said, "President He already told me that we are all big bosses in the city. If you have any business you want to connect with Dayu Media, you can come to our General Manager Gao anytime. Dayu Media will do its best to provide services for everyone, just like when we cooperated with President He." Before eating, Lin Lang decided to first see what these people needed.

Pu Min, standing nearby, asked, "President Lin, we'd like to learn from your experience regarding self-media. We've found that any industry, when integrated with self-media, can unleash tremendous potential and even break free from many dependencies..."

"That's true. Social media provides another window for customer acquisition. Regardless of the industry, the essence is to pay for customer acquisition costs. Whether it's a store with high foot traffic, huge advertising and marketing costs, or platform traffic investment, etc."

No matter what business you're in, it's essentially about selling goods. Some sell virtual products, some sell services, but most sell physical goods.

Those high-tech players are playing with technology; clearly, there were no high-tech players present.

"Mr. Lin, are there any opportunities for us in the jewelry business on social media?"

"Of course, but it's not just about simply showcasing goods. The way social media operates is different from traditional advertising. Hard advertising is expensive and requires careful consideration of the target audience; the effect of advertising by ordinary companies is very weak. To achieve good results with social media, you need to do a lot of screening to select viewers who love jewelry... By the way, what kind of jewelry does Mr. Pu's family make? Is it jade or gold and silver jewelry?"

"We do both, but the jade and gemstone business accounts for a larger proportion."

Pu Min's family made their fortune by dealing in jade and gemstones, because the profit margin for gold and silver jewelry is not very high, and the market for gold and silver has been stagnant in recent years.

Add in the costs of gold and silver, brand is important, plus the cost of goods and the cost of capital operation, it's not something that can be done in tens of millions or a hundred million.

Jade and jadeite have relatively high profit margins, and with various support measures in the industry and mutual transactions, some people can earn tens of millions of yuan a year when the market is good.

That won't work now. Resources in all industries are being integrated by big capital, and her family has to invest more money just to have a little room to survive.

It's not that investing money will necessarily be effective. The market for jade and emeralds isn't very large. Unless you can eliminate those big capital players, investing money is tantamount to a slow death.

She knew that social media was another way to acquire customers, but she didn't know exactly how to do it.

Just as Lin Lang said, simply posting videos of jade and jewelry online will only generate a small amount of traffic.

Lin Lang felt it was a pity when he heard that Pu Min's family was in the jade and gemstone business.

How wonderful it would be if it were made of gold and silver.

That means they control a lot of channels for acquiring gold and silver.

If others don't buy, I can. I can bring them billions of dollars in business every year without any problem. Even if I only earn 5%, it's still a significant amount of business for them.

There's not much room for imagination left in jadeite; I certainly wouldn't bet on that stuff.

However, it wouldn't be difficult for Pu Min's family to get their business up and running and earn ten or twenty million a year.

Since Pu Min's family business has reached a scale of hundreds of millions, they must be able to control a portion of the raw materials for production.

"In the jade and gemstone business, a unique entry point is needed... As for social media, the most important thing is storytelling. A well-told story is what attracts viewers. It's like a TV series; it has a beginning, an end, and something to look forward to..."

If you just post pictures of your own products, people will glance at them and leave; there's no way to motivate them to participate. For social media creators to acquire customers, they must generate demand among their followers.

There are two types of demand: one is something that someone urgently needs, and the other is something they didn't need before but want after watching your video. Regardless of the type, there's a core question: why would someone buy from you? To get someone to buy from you, either the price must be low enough, offering excellent value, or the product must be so good that they can't find it anywhere else.

Both of these involve another core issue: Is your company trustworthy? This is the true meaning of being a self-media creator.

Even if you just post something in online comments saying you're selling jewelry, you might still make some sales, but there's always the conversion rate issue. If a million people see the ad and only one person actually wants to buy, that kind of marketing is meaningless.

The goal of creating self-media content is to integrate all the problems and find a solution. The ultimate aim is to generate demand among more people and gain their trust in your company. In this way, business is done.

This applies not only to the jade and gemstone business, but to any business.

Taking jadeite as an example, to attract potential customers, you definitely need to showcase its allure. What is it about jadeite that appeals to people? For most, the essence of jewelry isn't truly appreciated until they hold it in their hands. This is why simply showing off finished jewelry pieces won't attract attention. Especially for casual passersby, who generally don't understand jadeite, generating a desire to buy is virtually impossible.

But passersby aren't necessarily not potential customers. They might not understand, but we can help them understand.

Throughout the entire jadeite industry chain, there are certain stages where anyone can become a potential customer, such as buying rough stones, gambling on stones, designing, and processing...

It's like I'll never raise fish in my life, but if someone posts a video of them raising fish, I'll definitely watch it. I think it can broaden my knowledge and I can learn something from it.

Just like a cooking video, the most interesting part is never the tasting part, but the cooking part.

This is precisely what self-media needs to showcase. If presented correctly, even those not initially part of the target audience may become potential customers, thus increasing the overall conversion rate several times or even dozens of times.

What Lin Lang said is the core of self-media.

It's hard for anyone who isn't a top expert in the field to have this kind of understanding.

Every video and every persona that goes viral contains something real and touches on many aspects of human nature.

Some people watch videos but never like or save them. But where does the data for those videos come from? Essentially, it's because they address the needs of more people, who are willing to contribute their data.

Perhaps someone wanted to save that like so they could go back and make a similar one themselves.

Perhaps they think the contents are useful and are worried they might need them in the future.

Besides the jewelry business, Pu Min's family also runs an e-commerce business, with several Tmall stores. However, the cost of these stores is increasing, and even with millions of yuan spent on traffic acquisition each year, it's difficult to see any results.

There are solutions to all of these problems.

The era of ubiquitous self-media is destined to disrupt many traditional channels.

All relevant marketing efforts must be kept up to ensure that one is not eliminated.

For example, someone selling fruit can build their own brand online, establishing a high-end persona, while simultaneously using marketing to sell lower-end products.

In a few years, every video on a short video platform will have a strong marketing effect; no video will become popular for no reason.

What appears to be an ordinary person sharing their experience of buying a durian blind box for 38 yuan and getting a top-quality durian is actually a marketing ploy orchestrated by investors. A single video with a budget of 100,000 yuan could potentially generate millions in sales for the store…

It's fair to say that the closer it gets to the end, the less likely anything you see online is to be true.

all fake!

(End of this chapter)