The success of the “Internet celebrity” model is actually the success of fan management, but their success is difficult to replicate. In the process of “Internet celebrity” fan management, the social marketing of “Internet celebrity” needs to have three major elements.
1. Focus on entertainment
Fundamentally speaking, “Internet celebrities” themselves have a strong “entertainment” nature. This kind of entertainment is a pursuit and yearning for beauty. Although “celebrity endorsements” are still effective in online community marketing, in the ever-changing Internet era, “grassroots celebrities” can gain more fans. In addition, the social marketing of “Internet celebrities” can also appropriately borrow the words, clothing, and events of popular “celebrity” as marketing topics.
In the complex Internet, a “Qiaoshi Encyclopedia” has more than 10 million fans; in the TV variety shows that used to be formal and serious, whether actors or singers, when interacting with the audience, they often tell some small stories or small jokes, which may be difficult to find logic and sometimes difficult to distinguish between true and false, but their ultimate goal is to make the audience laugh. Similarly, the traditional industry’s cramming marketing method has been gradually defeated by the personalized customization of the Internet. If cross-border e-commerce companies want to gain recognition from users, they must put aside their once high-handed style, think more from the perspective of consumers, choose appropriate ways to communicate and interact with customers and fans, and grasp the wishes of customers and meet their unique needs in the process of continuous understanding between the two parties. Only through this strategy can we grab orders in the fiercely competitive market and finally gain recognition from customers.
2. Focus on concentration
Fan economy requires concentration. “Internet celebrities” have good looks or good eloquence. It can be said that once they enter the public’s field of vision, they have a strong eye-catching effect and can attract a lot of fans. This is an advantage that other social marketing does not have. At the same time, the social marketing of “Internet celebrities” must be “customized”. According to relevant statistics, the types of products operated by “Internet celebrities” are mainly concentrated in four categories: travel, cosmetics, clothing and maternal and child products. Establishing communities related to these four types of customers and organically combining them with “Internet celebrities” can maximize their exclusive advantages.
3. Branding
Many “Internet celebrities” today are actually the result of team building. They display and interact with fans at the front end to gain users’ attention and traffic, while a team is helping them operate at the back end. “Internet celebrities” are a successful model of social marketing, with “personality” and “interaction” as the core. Fundamentally speaking, product recommendations and brand guidance can maximize the effectiveness of Internet celebrities. It can be said that “Internet celebrities” have created new strategies to guide the new direction of social marketing for cross-border e-commerce companies: brand promotion.