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可口可乐的病毒绝地心灵把戏

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发表于 2024-4-25 13:12:20 | 显示全部楼层 |阅读模式
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可口可乐视频是我所说的“个人内容创建”的缩影。它的内容超越了追逐关键词的范畴,而是深入到故意瞄准永恒的、普遍的、不言而喻的人类欲望的媒体。就像苹果一样,它的内容可以给我们我们想要的东西,即使我们没有要求它。它的内容是个人的,而不是商业的,它与我们的中间需求产生共鸣。个人内容具有高度的“病毒性”。 可口可乐制作了一段让人们开心的视频;他们提供给你观看。并非所有微笑视频都能走红。为什么是这个?一些关键点: 反应是真实的;学生们认为这是一台“真正的”可乐机。 该视频是关于幸福的。不是可乐。可口可乐不仅仅只是产品。女孩们收到了鲜花。伙计们戴上了太阳镜。他们赠送了气球动物! 人们非常高兴,尖叫,欢呼,大笑,感觉就像他们都在善良的岛上,而你也在那里。它具有传染性。 个人内容利用病毒式心理学来: 真正满足情感需求 现实主义的气息 符合我们的自我认知 触发情感记忆 在媒体中纪念记忆 可乐玩弄了你的心,你为此感谢他们。

这不是旋转。这是最好的社交媒体内容。 病毒心理学的其他一些例子: 恶霸 新加坡细胞电话数字 学校班长——这段视频讲述了一名公交车班长被满嘴脏话的青少年欺负,最后落下泪水的视频,该视频筹集了超过 70 万美元,并让这名女子得以退休。该视频是罕见的​​负面病毒式传播的例子,但仍然表达了我们对道德、正义感/尊重的积极需求。 Kony2012 —不管你想说什么,这段视频讲述了一个复杂的长期问题——战争——并让观众解决它——找一个人。它直接说明了我们解决问题的需要。牢记心理学重新观看视频;您就会明白为什么有 9300 万人观看了该影片,而且这一数字还在不断增加。 John Lewis 2011 年圣诞广告— 等待圣诞节的孩子并不新鲜。等待圣诞节给父母送礼物的孩子是无价的病毒。



约翰·刘易斯的这部影片的观看次数已达 400 万次,而且还在不断增加,它深入探讨了我们对家庭、爱和接受的需求,但又通过其曲折的结局,满足了我们对自发性和惊喜的需求。它很多汁,但我们不在乎,因为它增强了我们给予的需要。击中所有气缸。 Google Field Trip Video — 通过解决实现梦想的经典需求,引入了复杂的技术。如此有创意,但又有效。 尝试构建探索马斯洛需求层次中人类普遍需求的内容。这里仅仅是少数: 爱 安全 友谊 家庭 浪漫 对电线的崇拜(哦,这只是我的需求层次) 你想到了什么主意? Ovetta Sampson 是Blue Soda Promo(一家位于芝加哥地区的促销营销公司)的自由数字作家。作为一名狂热的铁人三项运动员,她仍然抽出时间经营自己的内容营销公司和博客。

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