I came across a video of a top male celebrity's scandal, and the comments below were full of curses and mockery.

I asked a friend who runs a marketing account: Why do negative news get a hundred times more clicks than charity news? He chuckled and said: Because everyone is living too hard, and they need to see someone "worse off than me" to vent.

He then asked me: Do you think people hate him because of his personal morals? I said: Isn't that the case? He replied: No, what people hate is that he can earn so much money and sleep with such beautiful actresses. Now that he's fallen from grace, the subconscious logic is: See, even heaven is fair; he's no better than me, maybe even dirtier than me.

I was stunned at the time, but now I think more clearly.

The most hidden pleasure of human nature is not climbing high oneself, but watching those who are on top fall into the mud. This is called "schadenfreude," and it's also the cheapest psychological comfort for ordinary people.

So, if you want traffic, don't try to create a perfect persona. Instead, craft that sense of "falling from the clouds into the abyss"—that's the show the masses love to watch.