Is it the company's decision or your own decision for a celebrity to enter? ZhihuIt could be the company's decision or the celebrity's own decision for a celebrity to join a platform or company. It depended on many factors:
** 1. From the perspective of the company **
1. ** In terms of traffic demand **
- In order to attract more users and traffic, the company would actively invite celebrities to join. For example, in the early stages of TikTok's development, it attracted traffic from both celebrities and variety shows. On the one hand, it invited celebrities such as Lu Han and Li Yifeng to directly enter the platform. Through the traffic brought by these celebrities, they attracted their fan groups to the platform, thereby increasing the popularity of the platform and the number of users. In order to attract more sports enthusiasts, Jinri Toutiao invited international star players such as Cristiano Ronaldo and Neymar, as well as domestic sports stars such as Sun Yang and Lin Dan, to join in and use the celebrity effect to increase the traffic of the platform.
2. ** Rich in content **
- Celebrities could generate hot topics and bring active content to the platform community. For example, Weibo had become a universal publicity window for celebrities. After events related to celebrities were trending, they would become hot topics and be widely discussed. The company hoped to use celebrities to enrich the content ecosystem of the platform. If the company had a community attribute, the presence of celebrities and KOL in various fields, and the use of the communication effect produced by it was a common way to start or continue to develop. For example, Weibo quickly covered celebrities and celebrities during the cold start, and TikTok had similar situations.
3. ** In terms of commercial value **
- Cooperating with celebrities could bring more business opportunities. For example, the presence of celebrities could attract brand cooperation and increase the commercial value of the platform. If a celebrity had a lot of fans, these fans might pay more attention to the business activities related to the celebrity on the platform, such as endorsements and product promotions, because of the cooperation between the celebrity and the platform.
** 2. From the perspective of a celebrity **
1. ** In terms of popularity **
- In the context of scattered channels, celebrities needed to choose the right platform to boost their popularity. For example, after the rise of Short videos platforms such as TikTok, many celebrities joined TikTok. Daniel Wu joined TikTok to further enhance his popularity and influence by using the platform's extensive user base. He interacted with more fans through the platform and maintained his popularity in the public eye.
2. ** Increase in business value **
- Celebrities could increase their commercial value in many ways by entering the platform. For example, on Today's Headlines, in addition to showing a positive image, sports stars could also interact deeply with their fans. This would help to improve their business image and attract more commercial endorsements, advertisements, and other opportunities.
3. ** Communication with fans **
- Entering the platform made it easier for celebrities to communicate with their fan groups. Celebrities needed to maintain close contact with their fans, and the platform provided a convenient interaction channel. Whether it was through Short videos, live broadcasts, or topic interactions, it would help to enhance the stickiness between celebrities and fans.
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