1. The greater the traffic, the easier it is to be attacked
What is backlash? This means that after the excessive traffic operation, many bloggers will go to peel the foundation of the brand, and find that the brand actually lacks a very solid foundation, and will in turn complain about the brand.
There are often rules to follow - the larger the brand scale, the higher the market share, the greater the backlash effect of traffic, and the greater the impact on business growth and the next growth of the brand. When the brand was young, no one paid attention, or even if there was traffic backlash, it would have little impact.
Colleagues who are familiar with Ebony also know that a basic brand law that we often share is called the double crisis law. Perhaps, we can summarize the above mentioned as the double crisis law of traffic backlash.
The traffic backlash effect suffered by brands is actually the same as the traffic backlash suffered by celebrities. The greater the traffic of celebrities, the more likely they are to be backlashed. Celebrities are more likely to be dug out as "black material" than brands, and attract the attention of the whole society. Therefore, it is not uncommon that a certain star just became popular and encountered Waterloo because of traffic backlash.
2. Traffic backlash under the spotlight effect
Why does backlash occur? It is often the problem of both supply and demand: on the supply side of the brand - there may have been a lack of a core value system that can support the continuous growth of the brand, leaving "handles" for others; on the demand side of KOL talents, it is often It needs some spit news to attract more traffic attention.
The most important thing is that, from the perspective of customer demand, as the brand becomes bigger and bigger and more and more customers know the brand, more and more customers will take the initiative to peel and understand the background of the company and the brand. Therefore, there is a joke in the industry - the so-called "silently making money", which only exists when the company is small. When the company grows, there is no way not to go to the foreground and stand under the spotlight to accept the test of the world. This is commonly known as the spotlight. effect.
Three, can not be completely avoided, how to save as much as possible
If a brand has just started the signs of backlash, but it doesn’t pay attention to it, and continues to increase traffic, instead of consolidating its brand foundation and solving the huge backlash problem that the brand is about to suffer, then with the increasing traffic If it is bigger, the backlash effect will become bigger and bigger. Until one day, when the brand wants to save it, it will have to pay thousands of times of efforts. When the traffic backlash effect becomes larger, it may be too late to try to save it - because not many customers or B-end KOLs are willing to believe it.
For example, a new and cutting-edge beauty brand may be facing such a dilemma. The traffic backlash effect was not solved as much as possible at the beginning, which made it harder and harder to be trusted. It is hard to believe that KOL and even the capital side.
The brand class is the same as the star class, and there is also the effect of "public talk" - the brand lives in public opinion, and it will also suffer from public opinion attacks from all parties, public talk, and the real will become fake. of. Public opinion doesn't care about truth or falsehood, it only depends on strength.
Of course, this is not to say that the brand has no way to get out of this desperate situation at all, it is just that you have taken many wrong paths ahead, and there is no way to delete or bypass these paths in a short time. Make up for the homework of the brand.
Therefore, before the brand conducts traffic promotion, it is necessary to avoid the future backlash effect as much as possible-this requires strengthening the telemarketing list construction and consolidation of the brand value system.
Fourth, how to build and consolidate the brand value system
Regarding the brand value system, we once said in the previous article "Being a "Compound Interest" Brand, Not a Second-Purpose Brand", we should pay attention to three points in the process of building a brand value system.
1. To know what the content of the brand value system includes
We have shared this content repeatedly in the past - the brand value system is not just a fancy content, but determines the brand's next product development, brand marketing, traffic building, channel building, etc. Without the establishment of the brand value system, all subsequent work will become the foundation of the work in all aspects, the water without source, and the lack of foundation.