For example, the "punk health care" that everyone is talking about represents a new way of life that young people (especially those in the Z era) have to stay up late, enjoy themselves, and take care of their bodies. Brands take advantage of the situation, don't ignore those "slow hot spots" However, "slow hotspots" are not simply equivalent to social problems or trends.
They can only be regarded as "slow hotspots" if they are triggered by certain specific events or become a phenomenon-level topic that everyone discusses. For example, the 996 phenomenon, the social problem of working overtime and high pressure for professionals has long existed. In 2019, the specific incident of "work 996, sick in the ICU" detonated, and this text message service social problem has become a "slow hot spot". Two years later, it is still often discussed again.
03 How to take advantage of the "slow hot spot" 1. Develop a keen sense of smell and insight into social issues Some of our advertisers have misunderstandings about spreading creativity, thinking that creativity should be played to the fullest and not take the usual path. All kinds of ideas and surprises are creative. As a result, you can see all kinds of advertising works that are self-deprecating, complaining, earthy, cute, and cross-border. Even if I chase hot spots, I only like to chase those "hard hot spots" that I can see, and I disdain to think about those serious social issues.