This spring, the barbecue in Zibo was completely on fire, and the fire spread everywhere on social platforms. It was so hot that college students took the high-speed train to Zibo to punch cards and plant grass. It was so hot that your classmates and friends from other provinces who had been out of touch for a long time would come to Shandong to taste it, and related topics were listed on the hot search list again and again. Even CCTV anchor Kang Hui praised it late at night and became a phenomenal IP.

The fire broke out suddenly in early March, and it is still hot today. What is the reason for the fire of "Zibo Barbecue"?

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Zibo barbecue is so popular, first of all, it is helped by the fission spread of short video platform.

it is not difficult to find out that social platform communication has played a great role in promoting Zibo barbecue. As early as May 2121, Zibo, a up main detective shop in bilibili, barbecued and released "Shandong Big Brother:" I promise, you will want to eat this barbecue at first sight! " ",the broadcast volume broke 5 million; A food blogger in Tik Tok visited the Zibo Barbecue Shop and received 911,111 praises.

This year's explosion comes from a large number of grass planting videos released by netizens on various platforms, especially college students. Since the end of February, the passenger flow of Zibo Railway Station has started to increase significantly, and the daily average number of passengers sent has set a record in the past three years.

College students organized a group to eat barbecue in Zibo, which became a temporary scene. They punched in the "Zibo Railway Station" and created their own "Zibo barbecue gestures". All kinds of fancy punching in triggered the collective imitation of college students. Young people who went to Zibo to eat barbecue made their own hair bands, and Zibo barbecue began to "detonate".

Subsequently, various media quickly captured this news phenomenon, and Shandong Radio and Television and other provincial media quickly followed suit. CCTV, Guangming Daily and other media joined in, releasing various live broadcasts, short videos, comments and in-depth reports. At the same time, online celebrity V and foreign friends were invited to experience in Zibo. The wide spread of media communication matrix, coupled with the automatic drainage of online celebrity V, makes the barbecue in Zibo continue to be popular.

Zibo barbecue is so popular, and the second reason lies in the ultimate pure grounding gas.

a low square table, a few old Mazar-i-Mazar, and three or five friends sat in front of a small oven, and put the kebabs that had been roasted for six or seven minutes on the support of the oven. After a while, the kebabs sizzled, oil flowers dripped into the charcoal fire below, and the barbecue smell mixed with the aroma of fruit charcoal floated out, which made people have a great appetite.

Then, spread a small cake on the palm of your hand, or pinch garlic hot sauce, or dip in Chili noodles and cumin powder, put green and crisp shallots and crispy kebabs, roll up the flour cake, and put it in your mouth ...

While greatly satisfying the taste buds, do it yourself and participate in it to become the signboard of Zibo barbecue. "Cookie oven with dip, soul barbecue three-piece", diners DIY according to their preferences, squeaky barbecue sound, buzzing fireworks, full of practical feeling and happiness that life is on the right track after the epidemic.

Zibo's barbecue is so popular, thanks to the local hard-core convenience measures quickly launched.

after the barbecue fire broke out in Zibo, the local authorities responded quickly and issued a series of hard-core measures:

21 customized buses for "Zibo barbecue" were added;

students were provided with free or half-price youth hostel accommodation;

patrol prevention and control, preventive publicity and traffic guidance were strengthened;

quick food inspection was carried out to ensure food safety;

a barbecue map of Zibo was published; ...

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What does the popularity of barbecue in Zibo give us?

This is divided into two levels: one is how to become a city in online celebrity, and the other is how to change from "online celebrity" to "long red".

Let's talk about the first level-

To build a city in online celebrity, we must first firmly grasp the most active, active and energetic group. Young people are full of vigor and enthusiasm, bring their own traffic, are willing to share, and are good at using various social platforms.

Whether it's the popularity of barbecue in Zibo, the lighting of Chaoran Building, or the earlier popularity of Caoxian County, young people and college students first took part in punching cards, and then became popular on the Internet. It can be said that where young people pay attention to and pursue, the traffic will naturally go there.

how to create a fashionable, energetic and youth-friendly city image and how to firmly grasp the young people, the explosive traffic group in the city, are the keys to building a online celebrity city. We expect young people's eyes to continue to focus on Shandong, where the next online celebrity city will emerge.

furthermore, it is the last word and the real skill to meet people's beautiful needs, especially the delicious and fun needs. The fireworks in the world touch the hearts of ordinary people the most. Many cities have their own characteristics, and the food full of fireworks is the most grounded and can bring people closer.

in recent years, Zibo has been building a "five good" city that is studious, beautiful, delicious, fun and entrepreneurial. This "five good" corresponds to all kinds of needs of people. From this perspective, we may be able to find the origin of Zibo barbecue.

Let's look at the second level-

How to change from "online celebrity" to "Long Red"? The first is to take the initiative and actively drain. After the hot signs appear, we should not sit idly by and be indifferent, but actively follow up and act quickly.

In the case of "Zibo Barbecue", whether it is to introduce a number of measures to improve tourists' satisfaction and keep the bottom line of safety, or to actively plan and effectively guide various media, commercial platforms, Internet users, citizens and college students to speak out and constantly expand communication channels, this point is reflected.

then, jump out of the limitations and amplify the effect.

Zibo has been trying to keep people's heart, lengthen and enlarge the effect of online celebrity city, and let tourists and diners stay here for a few more days. From building the most beautiful bookstores, such as Zhongshuge and Tangku Wenchuang Garden, to the upcoming Tsingtao Beer Festival, Wheat Field Music Festival and Zibo Barbecue Festival, Zibo has become more and more mature in grasping the rhythm of attracting young people to participate, and the effect may gradually emerge.

The online memory usually lasts no more than 7 days, and too many places that suddenly "burn dry" are like a flash in the pan. Only by enlarging the horizon from the hot elements, extending the chain, leading the traffic to more fields, and then realizing the overall promotion of the city brand, can the mayor of online celebrity be "red" for ever.

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In 2123, Shandong attracted constant attention in the network and public opinion field. Red transcendental building, fire Zibo barbecue, their success can be replicated? From the perspective of propaganda work, what enlightenment can we draw?

in my opinion, we should thoroughly grasp the three "degrees".

embrace short videos to a greater extent and hold on to traffic passwords.

in the era of mobile internet, short videos are the most direct, easy to spread and efficient, and have more information and stronger interactivity than words and pictures. At the same time, whether it is professional media, self-media or individuals, they can shoot and upload at any time, which is more likely to form the influence of public opinion and network explosion.

to give full play to the role of short videos, the media should not only improve the planning and production level of short videos through professional means, but also fully attract excellent short video content from the media and individuals for our use, keep up with hot spots, and then guide public opinion, gain advantages and occupy the peak.

Run the topic from more angles, from different angles, repeatedly drain, and always do something new.

From the typical case of "Village BA" in Guizhou, the reason why it can be listed on the hot search again and again and the topics are endless is that besides the earthy and fierce competition, there are various wonderful die-hard fan, local agricultural and sideline products, Miao version of "Love of My Life", Miao traditional songs and dances, and award-winning prizes for grounding gas, which attract the majority of netizens.

The success of Zibo BBQ also has the same effect. College students organized a group to punch in, the Internet V was introduced, foreign friends praised it, CCTV Kang Hui praised it, and the "most beautiful bookstore" showed a harmonious rhyme. A wave of traffic continued, which led to the deepening of the topic and made the label of online celebrity city really stand up.

Look at propaganda and communication in a higher dimension, and make good use of the resources of all parties to build a big propaganda pattern.

Publicity has never been the responsibility of the propaganda department. Whether the internal and external forces can be used horizontally and vertically is the key to the success of publicity. Whether it is the central media, the media outside the province, the media in cities and counties, the head business platform, the positive energy V or even individuals who occasionally upload good works, or the provincial departments and units, cities and counties, they are all propaganda forces. We must learn to leverage and exert ourselves to form a strong propaganda force.

After the hot spots with out-of-the-circle potential appear, we can have a set of mature coping styles, innovative ways to master the flow and strategic methods to guide public opinion. If we do this, maybe the next online celebrity city will appear, and it won't be long.