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明星直播网红成功借势短视频“出圈” 只因做到了这两点

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发表于 2019-7-12 09:46:02 | 显示全部楼层 |阅读模式
想要“出圈”?除了常规的公关手段,也要做到“抢先机”和“守正出奇”。

本文来自微信公众号“小顾聊运营”(ID:gugu9102),作者 顾顾(微信:guchenyan)鸟哥笔记经授权转载。

作为一位歌手,薛之谦自导自演的小电影发在了抖音平台和微博,一个十二分钟的短视频,在抖音上被剪成了三段,获得了累计的1000万+的点赞量,在微博获得了100w+的转发量,32w+的赞。薛之谦2月中旬入驻抖音,至今也不到两个月,用了13条视频轻松收获了千万量级粉丝,出现在抖音的明星排行榜前几位居高不下。

薛之谦的另类造型


“出圈”,作为网络语的该词是饭圈的常用语,意思为某个明星、某个事件的走红的热度不仅在自己固定粉丝圈中传播,而是被更多圈子外的路人所知晓。

用一位网友的话解释,“不是只有我们嗨,啥都不懂的也一起嗨。”

在过去一年的时间,最令市场人最焦虑的词就是“增长”,事实证明,短视频已经以势不可挡的劲头带动了内容增长。触觉敏锐的明星、直播网红、品牌都已经开始了“出圈”,跨进了短视频行业。
明星“出圈”  为平台定制原生内容
小品演员郭冬临的另一个名字是“暖男先生”,分别在快手和抖音发布了一些搞笑的场景剧,每个场景里扮演的角色各不相同,演员也时常有串场,有一些脚本段子并不新鲜。但有着明星光环和专业的演技加持,同样的内容发在了两处。在抖音的粉丝高达九百万量级,在快手也获得了五百多万的粉丝。

郭冬临在抖音和快手平台变成了暖男先生。


在快手,网友“流浪的人儿”在郭冬临的视频作品下留言,“段子不段子的无所谓,看见您这张脸,我就能乐半天。”这条评论被赞了四万次。

吉克隽逸自称“summermomoko”,在镜头面前极其潇洒自信,她把小红书作为主阵地、内容也会同步到抖音、微博平台上成了种草达人,她的视频并不精致,有着VLOG的粗糙和真实感。她会在视频里分享美白牙齿的神器、口红的试色体验,玩笑般模仿起李佳琦标志性的带货话术。

吉克隽逸在小红书和抖音上以momoko之名种草。


在小红书上,吉克隽逸的签名是“我要在你们心里种下一片草原。”已经有了九十多万的粉丝, 最热门的一条内容点赞超过了六万多,号称“消化一切口红色号”,并挑战了“紫色、芭比粉”这种极难驾驭的口红色号。

有别于一些明星的玩票状态,从这几位明星账号的内容策划、个人定位、更新频率都能看出来,他们把短视频平台作为个人品牌认真地玩儿,还会结合自己的内容属性,进行多平台分发。平台借助明星吸引了更多人的注意力,而明星也通过内容形式的创新转型,有了话题点,获得了关注度。
直播达人“出圈”   李佳琦的淘外成名路
在入驻抖音之前,李佳琦已经在淘宝直播有了不菲业绩,有过和马云同台打擂卖口红的经历。在淘宝发布的达人收入排行榜(“淘布斯”)上,李佳琦紧随薇娅、Heika-Z,以1500万元排名第三,也是淘布斯唯一上榜的男性达人。百度他的名字,你会发现关于他的报道大都是从今年1月份之后的内容,“OMG”、“买它买它买它!”成了他的关键词。

李佳琦作为第一个从淘宝直播“出圈”的现象级红人,通过短视频全网走红,对淘宝直播也具有重大意义。淘宝直播的核心需求都是卖货,和以人为主的秀场、游戏直播相比,主播大多是“淘内红”,主播们需要外在流量的拓展,打出个人IP。

此外,内容直播平台被短视频平台抢占了大量时间和用户,直播网红们增长乏力,也急需寻找新的增长契机,有些游戏主播转战抖音用短视频+直播的方式创造内容,一些直播网红索性放弃直播,转战到短视频形式,为自己获得了更多的自由时间打磨内容。
为什么短视频成为“出圈”利器?
有人从其他领域迈进短视频,成为了红人,也有人在短视频平台创造话题,从平台出圈,被主流媒体报道,为大众知晓。是否顺利“出圈”和在平台上的粉丝多少并没有直接关系,而在于话题性。

李雪琴的第一次走红因在清华大学门口用抖音给吴亦凡留言。她的第二次走红,则是因被吴亦凡在抖音上用东北话回应了她,她的抖音粉丝快速上涨到两百多万,她因此被称为“追星锦鲤”,也带动了不少名人、蓝V和她互动。但大多数人第一次听说她,却是因为主流媒体的刷屏级报道文章,很多没看过她短视频内容的人,知道了她的名字和故事。

为什么短视频成为这些明星网红们的“出圈”利器? 盘点下有几个特点:

1、灵活性。和直播相比短视频形态有更大的灵活度,更为高效的传播方式。

2、易传播。短视频的形态和平台算法机制,加速了优质内容的流转速度传播。为了在几分钟甚至1分钟以内的视频里,给用户留下深刻印象,人和内容就需要具备极强的“识别度”,也容易留下印象。

3、体量大。根据QuestMobolie 发布的《中国移动互联网2018秋季大报告》显示,短视频月活规模5.18亿人,为在线视频10.61亿人的48.8%,这一数字在同比和环比的增速,远远超过了直播行业。

4、红利期。对于普通人,抖音的用户红利期已经过去了,但对于一些专业人士和部分垂直细分领域的KOL,无论是抖音还是快手,这个阵地上的内容红利期才刚刚开始,当这些专业人士来到平台,对于这个行业普通内容创作者的降维打击是碾压式的。

5、场景感。视频形态较文字更具有场景感,更有利于表现力强的创作者。

6、话题性。抖音成了被媒体聚光可持续产生话题性的舞台,在这个平台有所动作会有机会被圈外更多人所关注到。

想要“出圈”?除了常规的公关手段配合,也要做到“抢先机”和“守正出奇”。

在短视频平台某个赛道抢占先机的创作者会作为标杆被人们所记住,难以超越。欧阳娜娜拍摄vlog本身就是新闻话题。在李雪琴走红之后,很多普通人也效仿李雪琴在短视频平台追星,但不会再出一个李雪琴。同样的道理,在博客时代,徐静蕾作为第一个开设博客的娱乐明星而受关注。提起美食领域的明星,很多人会想到谢霆锋的《十二道锋味》和饭爷林依轮。
只有抢占先机,才会有话题点。
除了抢先机,也要“守正出奇”
李佳琦在美妆领域中找到了自己“出奇”的点,作为“口红一哥”的男主播,短时间内大量口红试色,极具专业性和魔性的带货话术,定位精准特色鲜明,让他区别于其他的美妆博主,一跃成为美妆头部网红,顺利出圈。要了解平台用户喜好,结合自己所长产出好内容,也要出奇招找到差异化。只“出奇”不守正,就像陆超一样莫名其妙火起来又迅速凉下来被人遗忘。只“守正”不出奇,也容易被淹没在芸芸众生之中。
作者/顾顾 ( 短视频行业观察者  微信 guchenyan )
公众号:小顾聊运营 (ID:gugu9102 )


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