咪蒙真人亮相,唯一能打败咪蒙的自媒体可能是马凌

作为一个自媒体,如果说不想像咪蒙那么红,那肯定是假的!

 

 

1.学不会的咪蒙

我在2015年下半年看到媒体采访咪蒙,就关注了她,深夜猫在被窝里看了她写的很多文章,有一些写得很爽的文章,结果是软文,反正篇篇都是10万+。

只用了一个晚上的时间,我就发现咪蒙我学不来。我定位于学习并研究互联网行业,而咪蒙的文章更像是情感专栏。那种汪洋恣肆、一发不可收拾喷薄而出的充沛情感,的确能让某些郁结的情绪获得一时的舒缓感。我还会被她露骨的晕段子,以及的刺眼骂语所震惊,如其公众号介绍所言“是一个女流氓!”

在咪蒙引起那么多争议时,我一直没有评论她。一方面,出于对新媒体职业的敬畏,毕竟她对朋友圈传播节奏的拿捏、他在写文章时那种全神投入的 “表演型人格”,让人钦佩。另一方面,她的确是相当能赚钱啊,在资本寒冬,她公众号一条软文照样报价50多万,一天写一篇文章就是一台宝马X4,广告主等着排队约稿。

我曾经在朋友圈开玩笑说,咪蒙在键盘上敲下一个字,就相当于很多媒体记者一个月的工资。

2.咪蒙的广告套路以及性价比

微信公众号的竞争激烈,就像一个广场上,故作疯癫或举止夸张的人,更吸引眼球。2016年下半年,咪蒙为了圈粉、撩粉,越来越zuo,几乎成为很多媒体人的公敌,这时候的咪蒙已练成了“铁布衫”,对一切非议,都这么怼回去:“我红啊!”、“我是宇宙第一自媒体”,拿她没辙!

之前三节课有人专门研究咪蒙的套路,知乎上还有人模仿咪蒙的文体写文章,还有朋友要做一个针对“直男癌”的公众号和咪蒙对阵,怎么起满足直男情绪的标题党,让人哭笑不得。

咪蒙的粉丝有的读大学在择偶或者情感问题需要引导,有的刚进职场的白领,还有一些结婚之后缺乏安全感的女性。咪蒙的文章在恋爱、婚姻、性等方面彻底的拜金以及女权倾向,更像是为“女屌丝”、“直女癌”量身定制的“麻辣烫”,从这点上看,她的老东家更像是《知音》而非《南方都市报》。

而我相信咪蒙本人在写很多东西的时候,并不是这么想的,她只是满足了市场需求,并且做的相当出色。

咪蒙的主要盈利靠的是软文,广告主看重也是咪蒙庞大的、高粘性的女性粉丝群体,以及微信订阅号相对稳妥阅读效果。我在系统读完咪蒙的软文后发现,其文章已经开始进入流水线生产阶段。

1.先讲故事,这些故事是由其助理和员工亲历,比如黄小污的三大姑、八大姨、同学中发生的故事,实际上也是网上搜集的素材。我甚至怀疑咪蒙公司的员工是跟他们专门写故事的,而这些故事按照定好主题交由咪蒙进行精心加工。

2.传授心得,咪蒙版的“干货”比如如何克服沟通障碍、如何教女生撩汉、如何对付熊孩子等等,有些是咪蒙老师自己的感悟,有的是直接在知乎上摘录然后进行洗稿,知乎上有90后女生的投诉,有兴趣大家可以去看看,这也难怪,创作量实在是惊人。

3.切身体会,拿自己或员工所遇到奇葩事进行夸张化表述,再就是自己老公、孩子的琐事闹磕、拉家常,偶尔自黑、说一段很“污”的段子,拉进与粉丝的距离,甚至在埋伏一些读者爱吐槽的恶俗的点,以便于增加评论活跃度。

软文的文末是广告时间,标注红色大字体,如果插得太硬的话,加几段搞笑的P.S.,估计也是迫于甲方要看到转化效果,咪蒙的文章现在逐步加入了广告图片、宣传视频等等。

 

 

当然,咪蒙的软文并无对行业的洞见,或对广告项目的商业洞见,更多是站在一般消费者选购的直觉上,或者产品的功能背后的生活场景进行内容营销,咪蒙的拿手好戏是把这些心理具象化为有带入感的故事,声东击西来一大波广告!

看似有稳妥的10万+的阅读量以及还不错的转化,但我依然质疑这种咪蒙式光广告对广告主的品牌是否有明显拉动作用:

1.粉丝记住的是咪蒙的文章,而不是广告品牌。这里回归到广告人的经典命题,究竟是广告创意重要,还是简单粗暴的广告更有效果,或许广告主看重的是咪蒙这个“广告渠道”吧。

2.咪蒙在收巨额广告费之后,也会接着给同行的竞品打广告,意义何在呢?比如跨境电商平台,小红书投放3次、洋码头投放2次、网易考拉投放2次;比如信用卡就有招商银行、民生银行、兴业银行、广发银行扎堆投放。

3.咪蒙这个kol并不具有媒体背书价值,不可能有其他媒体或自媒体转载其文章。

可以说,咪蒙广告费性价比并不高,但还是会有现金络绎不绝地涌入,这反映了微信在移动广告环境中的强势地位,也反映出一个国情:男人们赚钱,女人们花钱,真正掌握家庭消费决策的是家庭妇女,“得家庭妇女者得天下”。用咪蒙的话说,咪蒙给了她们力量!

3.咪蒙的真相:马凌

现在,或许唯一能打败咪蒙的自媒体是马凌。

4月15日“一招·闭门私享会”在北京华彬剧院举行,这场同道大叔、有书等头部自媒体分享他们的运营秘诀,咪蒙老师的演讲主题是《品牌如何与90后对话?——90后的言行潜规则》,冲着咪蒙的名头,很多自媒体朋友的报名参加,很多自媒体纷纷把咪蒙本尊的照片发到朋友圈里。如你所见,这是万千女性的精神导师!

 

 

咪蒙爆款文章中透露出的傲娇,对男性颜值的苛刻,以及她本人美颜青春照,交织了一幅大众对她曼妙想象。而真正的马凌出现的时候,你会发现,她在文章中那种招人喜欢的 “自黑”,是在说实话……以后男生可以在咪蒙粉丝那里说一句温柔的话了:“我觉得咪蒙还不如你动人!”

那些洋溢着青春活力的90后妹妹,是否想到是马凌教你如何撩汉、如何谈恋爱、如何化妆、如何应对劈腿、如何斗小三呢?就像十多年以前网恋见网友一样,会不会掉粉?很多女生说要取关,照我说啊,文字是世界上最深刻的东西,也是最会骗人的东西,不要因为喜欢一个人的文字,而爱上一个人,其实你只是爱你自己。另外,女人也更懂得骗女人!

其实我在看到咪蒙没有PS的真人之后,反而对于咪蒙本人所写的东西一点不惊讶了,她为“自卑”女生的打鸡血,或许也在为曾经的自己,对于她在成名之后的种种高调,有了一个很好的注解。据我了解,微信公众号生态中,有一些比咪蒙更赚钱的自媒体,甚至一些草根大号日均打赏5万的自媒体也有一些,但大家都是低调!低调!闷声发大财!

如果说咪蒙的个人才华打100分的话,那么她的个人形象公关只能是负分,老老实实在电脑上打字,回家数钱多好,干嘛非要出来呢?她不可能不知道,在很多90后女生心目中,长相是“有意味的形式”,身材则代表一个人的“修养”;当她们看到这样的咪蒙,会不会有种三观尽毁的赶脚!而演讲中的马凌老师或许在为咪蒙“祛魅”吧。

伏尔泰说过:“没有上帝,人们也会创造出一个上帝来的”,移动互联网的确有一种造神的能力,这诚然也给了一些人逆袭的机会,微信也让一些本来很平凡的人过来了受人追捧的生活。

而在这种风口之下,也带来了一些弊端,人们会陷入意念之中,成为“脑残粉”,丧失了独立思考和认识真相的能力,结成唯新媒体大咖是尊的“新宗教”。

 

 

电影《钢铁侠3》里,有一个唐尼整的很惨的本·拉登式的大佬,每次他是通过电视虚化形象发出警告,当唐尼深入到老巢后发现,这个大佬只是一个傀儡小丑演员,真相就是这么荒诞不经!

这里面透露了一个有意思的大众传播的“隐喻”:连人们的恐惧的人物,只是经过媒介加工过的象征化符号,那么咪蒙呢?也许她也是马凌和其他女性们所需要的一个符号吧!

来源:A5创业网

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