Recalling childhood memories, while having dinner at home, the family gathered around a TV and watched "Xinwen Lianbo".
When I was young, my dad often said, how can anything broadcast on TV be false? Such trust is unforgettable. Now I recall that the so-called "absolute strength" actually opened the door for our generation to see the world for the first time.
Where did that unmistakable “voice” come from?
If you are born in the 1980s or earlier, you will definitely understand this feeling. The media in the traditional sense is not just a tool for spreading voices; it is the "mouthpiece of the party." These words sound very official, but you understand them patiently and carefully.
What it represents is a top-down, established "right to speak." We watch whatever the TV station broadcasts, and we believe what the newspaper writes. If a brand wants to advertise, it is completely a one-man show for the brand. It gives you a reason to buy, and you can just accept it.
Professionalism is achieved through "study courses"
What kind of people were engaged in journalism at that time? They are people who have graduated from a formal journalism department in a university, a person who has graduated from a formal communication major in a university, and a person who has graduated from a formal broadcasting and hosting major in a university. People who write manuscripts pay great attention to following the "5Ws" when writing, and people who report news must have a good voice to complete the report.
Such "professionalism" and "credibility" are supported by a complete academic system. It is so far away from you that it seems to be above a temple. However, it is precisely because of the distance that it appears particularly solemn and credible.
Do you understand luxury goods advertisements?
I never understood it anyway. Those luxury goods advertisements are presented like movies, in which light and shadow are constantly flowing, and handsome men and beautiful women appear. But after watching it, my mind is completely blank, and I have no idea what is so good about this dress or why this bag is worth tens of thousands.
This is the arrogance displayed by centralized media. It doesn’t care whether you understand it or not. What it pursues is the sense of distance, which is a subtle indication of the superior “lifestyle”. What the brand needs is the endorsement of credibility, just like Ezubao in 2015, which went crazy on CCTV prime-time advertising. What it seeks is the sense of security that arises in your heart when you see the four words "CCTV recommended".
But the feelings of the person on the other end of the TV don't matter
In the view of traditional media, the audience is a "collective" in a vague state. The preferences you have and the complaints you make are not of great significance. What is of great significance is whether the advertisement has not been repeated up to 7 times, and whether a "memory" has been formed at the same time.
When repetition occurs at first, you will think about it. When the number of repetitions gradually increases, you will feel bored and even develop a rebellious mentality. Once you see it, you will change the channel. As the People's Daily Weibo once expressed in the form of micro-comments, it is a kind of trouble that "has no sense of beauty and lacks connotation".
Until one day, you picked up your phone
You no longer need to sit upright in the living room. You can lie in bed, in the toilet, or on the moving subway.
Mobile phones, this thing called a new "media", what is its biggest revolution? The answer is that when you are in an unhappy state, you can directly scold.
If you don’t like some brands, you can post a complaint on Weibo, or even make a ghost video to “teach” them. This kind of "interactivity" and "immediacy" is something that traditional media cannot provide.
From "you" to "us"
Age and region are no longer the basis for dividing people on social media, but now they are divided according to "circle". You have a common hobby and speak a set of "black words" that only people in that circle can understand.
Want to put your brand in a superior position? That's simply not possible. If fans like you, they will take the initiative to make "emoticons" to support you. If they don't like you, they will diss you in droves. Content is no longer a one-way indoctrination by the brand, but a resonance between two "me"s. I will forward it only if it is relevant to me.
Big names also skip the pitfalls of traditional thinking
What is the most typical example of rollover? That is to use social media as traditional media like Tmall. Looking for hundreds of KOLs, whether they are engaged in the field of beauty or travel, they all publish the exact same videos and posters, and even the forwarding words are exactly the same.
You can tell at a glance that you are a fan of the advertisement. It is the kind of advertisement that is copied and pasted, and it immediately loses its feeling. In essence, this operation is still regarded as the "bombing" concept adhered to by traditional media, and it completely fails to understand that what social media needs is "dialogue".
This is how the earthquake in advertising companies came about
It turns out that when the contract was signed, it was for one year. What now? Three months, or even just one month. Traditional 4A companies are reducing staff and making personnel changes on a large scale. However, those creative hot stores that understand vertical fields, understand technology, and understand interaction have many projects to choose from.
What triggered this revolution was the mobile Internet. The form of media has changed. Based on this, the advertising industry has to change. If you cannot adapt to this change, you will only face the end of being eliminated.
Finally, I want to say that we have all become “self-media”
At this moment, every one of us has "control". If the app doesn't suit your needs, uninstall it decisively. If you encounter content you don't like, just delete it. Once I witness something that makes me unhappy, I immediately write a piece of text and publish it. At the moment, I am the "media".
On the mobile side, we no longer need the social etiquette that we must maintain in the living room. We can pretend to be whatever we want to be and express our joy, anger and sorrow without worrying about the opinions of our seven aunts and eight aunts.
We know what “authority” is from traditional media. As for social media, it teaches us what “freedom” is. Of these two types of media, one is like our fathers, serious and reliable, and loves to preach; the other is like friends, cordial and a bit gossipy, but it may also deceive you.
They can't say who is better, they can only say, we can't go back.
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