The internet traffic dividend peaked, the elderly market this blue ocean, became the new position of the content gray property stared at.
“Don’t miss this fruit in the fall, one is equal to 5 medicine”, “villagers found ‘savages’ on the mountain, eating raw chicken raw corn, the reason is ……”, “to meet her husband, a decade of women do not wear ……”
You must have this feeling, every time you see a similar title, do not point in regret, point in more regret. Content title party, play pornography, pseudo health, exaggerated outrageous not to say, from the font to the screen all reveal a strong vulgar, cottage style.
You think shielded friends, ignore the family crowd can be blind to the net, you think forwarding the parents of these contents is just a little play to pass the time, little did I know, behind the profit-makers to create a good pop text, is waiting for them to bait the net.
Content providers can earn from Tencent and other platforms, traffic share and advertising fees is only the first step. As long as elderly people keep forwarding and circulating, they will be able to sit back and enjoy the benefits, some people have been with this day into 5,000 yuan. Not to mention, attached to the article or video, “follow the public number XXX for follow-up”. The “add WeChat group to get free XXX” pit is too big for most seniors to get around. Next, paid pornographic videos, health care sales, training, and even pyramid schemes and scams will come to them.
The first thing you need to do is to get your hands on a new pair of shoes. This forgotten wave of excess Internet traffic has extended the chain of interest behind grey production teams.
Local Content Takes Over Older People’s Social Circles
The way seniors brush up their presence in social circles may be by forwarding health and chicken soup articles and videos.
Many people will have this feeling, in the family WeChat group, so that the chat is not interrupted, group heat continues to be every day parents happy to forward articles, videos and pictures. And then look through their circle of friends, a clear marketing number of masterpieces, young people look spicy eyes, but the elderly look just will clap, crazy forward.
A simple sub-category, this type of content is broadly as follows.
First of all, health care. “Long life or short life, after 40 years old, there are these 4 kinds of performance, it is obvious at a glance,” “These three habits are feeding cancer cells” and “eating pumpkin seeds has this effect, should have known I would have eaten a handful every day “, “Soak these three things in vinegar for health benefits and be sure to show them to your loved ones! “…… A shocking, gimmicky, gimmicky gimmick with an ‘expert explanation’ ” and “Professor’s Analysis” that older people have a hard time ignoring.
In second place is Chicken Soup text. “A man of virtue will be blessed”, “The best of life : “Moderate kindness, know how to refuse”, “The most precious thing in life is tribulation”. “. In minutes, you will become a saint with the world.
Participate in the discussion of the latest hotspots is the minimum threshold for seniors to keep from falling behind. The latest developments of events and expert speeches will certainly not be left behind, “Just now, Yunnan came out of the big news, look quickly”, “Zhong Nanshan has spoken again, hold on to it” and “Extraordinary announcement! ‘Fourth of July holiday has changes’, ‘Trump curses’ “It’s a great way to capture the “inquiring mind” of the elderly.
Soil, funny and even play pornographic content is another big class. Many of them are the skits of actors such as Zhao Benshan, Fan Wei, Pan Changjiang, etc., and some of them are native videos, such as “old man selling old hen by the roadside, don’t laugh you hit me”, and “old man selling old hen by the roadside, don’t laugh you hit me”. “Kids Pit Dad, Watch and Laugh Once,” A bachelor renting a wife, too funny” and “Eight husbands for one woman, true story”. “. You can only marvel at the fact that there is no content that you can’t imagine or produce. Some videos even only put a porn cover photo, the content has nothing to do with the photo, obviously to attract people curious about the cover to click.
In addition, some patriotic, blessing, positive energy and military themes are also the direction of selection of middle-aged and elderly content.
These types of graphic videos have several things in common: large fonts, loud voices, fancy images, and mysterious titles, taking care of the elderly who are deaf and can’t read well. However, when clicked on, the relevant content often shows that access has been discontinued due to suspected inducement to share.
They have money, leisure, circles, strong interaction and stickiness, and are curious about new things on the Internet, but because of the limited entertainment options available to meet the needs of the elderly, it gives many marketing agencies an opportunity to take advantage of them.
This content, which looks vulgar, boring, headline party and pseudo-scientific to young people, not only captures the trust of older people and gets them to spontaneously forward and share it, but also stalks their wallets. Low discerning seniors are being taken advantage of by these marketing numbers that skirt the edge of the rules and play by the rules.
Seniors being harvested
Why are seniors so passionate about this content?
There are two main reasons for this, one is to be impressed by the content, and the other is to make money.
The first one is that you can’t get a lot of people to do anything about it. A few months ago, she was pulled into a group of friends, the group administrator told her that she could make money every day just by forwarding articles on the specified app. The first thing you need to do is to get your own copy of the book, and then you’ll be able to get your own copy of the article. There’s a profit to be made on line as well.
“Every day there can be more than ten yuan of income, idle and earn pocket money. “Xiang Xiang told me.
According to the author, many of these types of products have a sharing incentive mechanism. For example, a small program to sign in every day to receive Fu coins, “watch videos get 5 times, accept apprentices 100 Fu coins / apprentice”, daily check-in, invite group members, browse and favorite videos You can get lucky coins by doing quests. However, 10,000 lucky coins can only be withdrawn for 1 yuan.
The other type of people are attracted by the content and selflessly forward it to their own social circle without expecting any reward, and they also earnestly advise others to read it carefully. Xiaoyu’s mother not only reposts similar content to her own, but also sends it to Xiaoyu individually, urging her to “read it carefully, it’s very good,” and to follow up with her every once in a while! “Have you watched it yet?”.
In the face of the overwhelming bombardment of content and precision implantation of advertising, it is difficult for older people to have resistance.
A 58-year-old Sun Yuan saw an article forwarded by a friend implanted in an advertisement for women’s trousers, which cost 100 yuan and two pairs.
It was also reported that the old man was cheated of more than 6,000 yuan by the “earthy video” and bought a health product that was claimed to cure high blood pressure.
It’s a good idea to use a little bit of the same old “I don’t know what to say,” he said.
Ufei and his parents have quarreled over this. “They read some articles and videos, they buy health care products from people’s WeChat, and they still don’t admit to being cheated. After I argued with them, my parents also moved the operation to the ‘underground’, I can occasionally go back to see their WeChat group has been receiving voice, sometimes the old lady secretly making notes, as for what I do not know, they avoid me, bought Sneak it away. “
And so, the elderly they themselves are frugal, but they give generously on some health supplements or wellness classes. They are not aware that they have become a part of the grey chain of interests and have become the target of harvesting.
To write explosive articles, precise harvesting
A net for the elderly
With such a large scale, well positioned and consistent style of content output, it’s easy to associate the team behind the painstaking work.
In fact, there are indeed many marketing numbers dedicated to recruiting writers to curate content that is pleasing to the elderly, integrating and packaging national events, health care, life philosophy and so on. The vast majority of this content is not original, but is searched, copied and integrated everywhere, and similar content can be found on multiple platforms.
They carry, shuffle, play ball, save out traffic bureau, the target is not good at using the Internet, poor discernment ability of the elderly. They are not only happy to contribute day-to-day activities, traffic and advertising fees to the industry chain, but also, more seriously, they are easily brainwashed and fall into the trap designed by the other party to cut leeks.
The technology media “Knowing Notes” reported that a former marketing agency copywriter Li Qiao told us that the videos and articles that were enthusiastically forwarded by middle-aged and elderly groups were basically From the hands of the post-90s and post-95s, they meet every day to discuss what middle-aged and older groups love to watch, and how to integrate social hotspots into the content they like to watch. He concluded that content about family ethics, husband and wife relationship, child-rearing, health care, basically can quickly impress them.
Their team will also incorporate AI, blockchain, popular diseases, and relevant content about foreign dignitaries into the health care and moral and ethical content that middle-aged and elderly people like to read. The hot topics that are rich in national emotions can easily create 100,000+ as long as they are sensationalized, exaggerated, and compiled. We will also deliberately adjust the font size, add eye-catching colors, soft voiceover, moderate speech speed, don’t underestimate these details, which are the reason why old people like to read marketing numbers. “
So much effort, because there is a big business hidden behind it.
Looking over such articles and videos, they are usually marked: attention to public XXX, more knowledge, free learning.
The first thing you need to do is to get a good idea of what you’re looking for, and what you’re looking for.
However, it was later discovered that the team also had dozens of matrix numbers, such as free learning face, learning Guasha, learning spleen and stomach conditioning, learning acupuncture points, learning cupping, learning shoulder and neck conditioning, learning massage, etc. Each number pushes seven or eight relevant articles every day, and the articles are accompanied by two-dimensional codes that guide joining the WeChat group to receive free courses, and the public numbers push each other to divert traffic.
The eye-catching headlines and earthy content ended up being turned into business by the commercial organizations behind the scenes.
These active browsing, crazy forwarding of the elderly, are converted into private domain traffic, by institutions of various names training, selling courses, selling products to capture, the so-called health knowledge science is a low-cost customer acquisition tool.
In addition, the use of middle-aged and older people’s activity, earning business advertising and platform traffic share is also a big flow of cash. When more people visit the site, the developers can get advertising fees through the “traffic owners’ share”. Not only that, these teams will also recruit advertisers.
The company’s sales staff said: “The company operates a small program and several WeChat public number, there are 10 million 40-60 years old. Middle-aged and older fans, 200,000 daily activity of the small program. “
When consulted about the cost of advertising, the other side said, “according to the click-through rate charges, the unit price per click is 0.4-0.8 yuan, 10,000 clicks a day is not a big problem, WeChat public on the copy by the advertisers themselves, charges in accordance with the read or a price! “.
The income of such companies is very substantial. The Southern Metropolis Daily has reported that Mr. Li has managed 20 public numbers and 5 small programs, which can earn more than 1,000 yuan a day, and 5,000 yuan a day in good times is not a problem.
There is also some marketing content that ends up draining into paid porn videos and paid fiction platforms.
In the opinion of Wang Chao, founder of Wen Yuan Intelligence, these business models are harvesting excess traffic. “These flows have always existed, but there has been no carrier to carry them. since 2014 4G network popularity, millet, OPPO, vivo, etc. to reduce the price of smartphones to less than 1,000 yuan, mobile Internet use threshold down to allow a wave of sinking market users to touch the Internet, this wave of users While activity is low and willingness to pay is low, the cost of acquiring this traffic is also low and, plain and simple, the 400-500 million user base will amplify any kind of business model that doesn’t seem to have room for it. “
As for why it is not a formal business form to harvest these flows, Wang Chao analysis, because the quality of these flows is low, the elderly are sensitive to prices such as e-commerce, formal business models in this area conversion rate is low, and eventually directed to some high-margin fraud, dark net, health care marketing.
It is undeniable that a large part of the reason for the formation of this closed loop lies with the elderly themselves. Their ability to discern new things is relatively poor and they absorb more of what they seem interested in. This is exacerbated by the many health problems of middle-aged and elderly people and their human weakness for small gains.
This, coupled with the fact that most people still don’t know what they are getting into after being scammed, or don’t understand the complaint channels, and deliberately conceal them from their children, leads to a lot of schemes that are not well known to the outside world, and some sexually suggestive, pseudo-health, pseudo-scientific, and poisonous chicken soup content is constantly being induced to be shared, and the interest groups behind them continue to harvest users down the road.
*The article is a pseudonym for Xiang Xiang, Xiao Yu, Li Qiao, Sun Yuan and Yu Fei.
Recent Comments