Step on a pair of "pink combat boots" in the monotonous winter to create contrast, greet the post-holiday work with the most seasonal leather jacket, put on an all-black dress to end the life of a house girl and go out for a walk. When he opened Weibo in Bai Baihe, Rhinoceros Jun thought he saw a professional fashion blogger.
She knows how to wear a niche and always attracts netizens to discuss. Its unique fashion style has long been a template for many netizens to never make mistakes.
"Every sand, every whoa, whoa, still shines," Angela Zhang, who spent his 40th birthday in Weibo, told himself with a familiar old song, Do not forget your initiative mind forever.
In her personal column # Protection Diary #, Angela Zhang also recorded many fragments of her life with vlog. Learn incense, share backpacks, grow vegetables ... I'm afraid netizens never thought that a female star's life can be so interesting every day.
In the past impression, the stars in Weibo always seemed glamorous before the stage. Unconsciously, a wave called "sense of life" has quietly swept the star Weibo, spreading and fermenting.
Weibo's vertical content
"Interstellar Atmosphere Group" in position
As the main KOL group in Weibo, stars have been leading the content trend of the whole platform.
With the # Living with Stars # project initiated by Weibo, hundreds of stars "came back to life" and exposed different aspects of life in Weibo. In our view, these different types of content sharing not only find the exposure points outside the works for the stars, but also bring more diversified values to Weibo users.
First, planting grass leads consumption and broadens the realization value of content.
Stars who are at the forefront of fashion have always been the best "life reference book" for netizens to catch up with fashion. Bai Baihe, the first batch of ootd star bloggers, made a strong circle by exposing a small number of people. Nowadays, more artists have started to follow suit, producing high-quality content in the fashion and beauty category in Weibo, attracting many netizens to follow suit.
NINEONE in Weibo is not only a singer, but also a dresser. Temporarily taking off the aura of female stars, returning to the true colors of little girls, and wearing a beautiful life still make fans full of praise.
There are also many stars, such as Angel, Huang Jue and Zhao Zhiwei, who have turned Weibo into a sharing stage for everyday wear and created their own ootd columns. Cecilia Boey, Zhang Yuxi, Meng Jia and other female stars deeply cultivated the beauty attributes and exposed the same makeup. In addition, Hefei directly set up a grass column in his personal Weibo to share his hobbies and beautiful things in a "simple and rude" way.
Star content makes use of its own ability to plant grass, which effectively enhances the users' willingness to pull weeds in Weibo and provides users with more valuable decision-making intentions. Both fans and ordinary netizens can draw inspiration from the daily sharing of stars.
As a community with grass growing on its head, Weibo has also taken this opportunity to build a whole chain of content consumption layout from fashion wear, beauty tutorials to good things sharing.
Second, show a better life and build an interactive relationship between positive energy stars and powder.
Business ability is not only the foundation of stars, but also the "medium" for many stars to communicate with fans. Azora Chin, who loves music, also launched a #2 1 day song push challenge # personal column on Weibo, sharing high-quality music for 2 1 day, covering European and American movie soundtracks, Chinese classics, European and American classics and his own songs. Many fans follow in his footsteps and record their daily lives with music.
Dany Lee, full of dance power, insisted on updating the video of dance practice in Weibo, and did not forget to show her career. Communicating with fans with professional ability is still the first choice for star powder communication.
In addition to the traditional interactive forms, the content of Weibo stars is also changing with the trend of the times. It coincides with the Summer Olympics and the Winter Olympics, and the last two years are sports years. The popularity of national sports has improved people's interest and demand for sports. The stars in Weibo have also exposed the beauty of life through sports and enthusiastically responded to the call of the national movement.
Nicholas Tse and Justin joined the winter ski camp, while Sebrina, Dong Xuan, Mabel Yuan and others insisted on punching in for daily training in Weibo. The launch of the K Road personal sports theme column inspired many netizens to follow suit and actively participate in sports.
Even Li Xian, a head artist with a huge fan base, began to share all aspects of life on Weibo. In the exclusive personal column # Li Xian Dali Life Guide # planned by # Star V Broadcast #, Li Xian strolled around Dali vegetable market with a basket on his back. Up to now, the video has exceeded10 million. Weibo's life-like content makes his image on social platforms more vivid, and also allows fans to see a more "grounded" Li Xian.
The inclusive and diverse Weibo platform is providing a richer soil for the life content of stars and building a stronger interactive bridge between stars and users.
Third, share life experiences and advocate a healthy lifestyle.
Life is rich and colorful, how can we live up to the delicious food? Sharing food on social platforms is a daily pleasure for netizens. There are many star bloggers in this group now.
Actor Li Zifeng likes cooking on weekdays. She taught everyone how to make fish heads with pickled vegetables and fried chicken with soy sauce in Weibo. Lin Yilun, who is famous for her cooking, also recorded the secret of Professor vlog's egg soup, so that netizens could unlock the delicious food in the star's Weibo video.
There are more details about the life of the stars on Weibo. After every day's exercise, Zhang Junning did not forget to share his usual tennis massage relaxation method with netizens. Crystal and Liu Yun also took out homemade healthy fruit and vegetable juice, exposing the exclusive secret of keeping healthy. Parents Li Ai and Li Guangjie simply decorated their personal Weibo as a parenting diary website.
Food, mother and baby, sports ... Now, more stars choose to show different aspects of their lives in Weibo, and share their positive and healthy attitude towards life and high-quality teaching content. Netizens seem to unconsciously regard the star as a familiar and unfamiliar close netizen, scrambling to exchange life experiences in the forwarding and comment area, making the interaction between star powder full of fireworks.
Nowadays, the stars have gradually found their comfort zone in Weibo. They are no longer tired of business and don't need to be framed by artists' labels. The bits and pieces of life recorded with their notes can also become high-quality communication content. Stars are using an increasingly open content sharing attitude to shine in various content categories and empower vertical ecology with high-quality content.
With the co-empowerment of Stardust, the vertical atmosphere of Weibo Platform is getting better and better.
A game called life.
Star content, two-way empowerment of Weibo platform
From the data performance, the user response of celebrity life content is obviously higher than expected.
Represented by Cecilia Boey, Zhao Lei, Zhao Zhiwei and Maureen, they all made the hot search list and entertainment list. Among them, Cecilia Boey's # cc what to wear today # # Cecilia Boey's # topic reading volume approached the 300 million mark, and the cumulative video playback volume reached 72.86 million, ranking on the hot search list five times; Personal access channel # Life Zhao # updated 2 1 day, 2 times on the hot search list, 3 times on the entertainment list.
Based on the star's own characteristics and the multi-layer attributes of the platform, the continuous output of high-quality vertical content is being seen by more ordinary users and joined in this social interaction.
For stars, what they can get from it is far more than extra enthusiasm, and it can be reflected in the feedback of high-quality vertical content on the personal value and commercial value of stars.
Middle-aged stars who are not "hot search regulars" at ordinary times have increased their exposure opportunities with vertical content.
Actor Li Guangjie published a diary with a baby and a blog post about husband and wife's life, which increased his average video playback from 10w to 50w+ and even made it to the entertainment list five times. Among them, only one video with a baby in the New Year has achieved nearly 300w of playback.
Tu Yan Song, who often appears on the screen, is a senior "screen dad" in the eyes of the audience. However, in the past, his content was not out of the circle in Weibo, and the video playback volume hovered in the range of 2-5w all the year round.
Nowadays, with the help of hanging the content of life, this motorcycle uncle who returns to his true self has found a new breakthrough in content, and is loved by more and more netizens because of his distinctive personality image. His motorcycle riding video has set a record of 649w at the highest, and achieved a very remarkable circle-breaking effect.
In Rhinoceros Jun's view, vertical content not only fills the shortcomings of middle-aged artists on social media, but also makes the image of artists in Weibo more full and true, and constantly helps to enhance their personal values.
Coincidentally, Cecilia Boey also realized the promotion of personal business value through content. Based on the release of Weibo's fashion content, Cecilia Boey cooperated with many KOL Amway head fashion reports to help fashion wear content out of the circle, and led netizens to discuss and learn from it spontaneously, which achieved good communication effect.
With the precipitation of fashion content and the empowerment of Weibo's ability to break the circle, the artist's own fashion label has been continuously established and consolidated, and it has also won the favor of head fashion brands such as gucci and ugg, and gained commercial value.
So far, it is not difficult to find that this kind of differentiated and diversified high-quality content can greatly enhance the exposure of artists compared with the flat and monotonous operation strategy of artist Weibo. Stars of different ages and orientations can use vertical content to gain circle effect on Weibo.
For stars, the diversified choice of vertical content breaks the stereotype of Weibo's star content, which is conducive to mobilizing the enthusiasm of stars to manage content, and at the same time promoting them to build a Weibo with a more open and friendly attitude and show their lives in all directions. The continuous output of vertical high-quality content can also help star content break the inherent circle and reach a wider user base, thus realizing the transformation from quantitative expansion to value enhancement and then to qualitative change.
For fans, high-quality vertical content from Weibo community can also effectively stimulate more ordinary users or potential users to "turn powder". Relying on high-quality content, promote more benign star powder "two-way walk".
The Imaginary Space of "Star Life"
Undoubtedly, Weibo Platform is still the most efficient heat amplifier in the Internet platform with its deep star ecology and star fan community environment.
Through the good response of # Life with Stars # related content, it is also proved that Weibo not only has excellent communication ability in traditional star content, but also can expand its communication ability to various vertical content fields.
This set of effective and mature operation methodology has helped Weibo break through the triple barriers of star content, communication destruction and value realization. Over time, by broadening the field, I believe there will be more in-depth consumption content, which can be achieved through star content.
While constantly enriching the content ecology of the platform and enhancing its communication power, Weibo is also connecting the healthier interactive relationship between stars and fans through high-quality content chains, and consolidating its role as a "bridge between stars and fans" with more expanded scenes.
It can be predicted that there is still great possibility to broaden the communication and commercial power of celebrity content. Under the continuous positive cycle, the business model of "stars sharing high-quality life content, creating personal labels and realizing business" is likely to become the new business fulcrum of Weibo.
While Weibo continues to consolidate and deepen its basic attributes, high-quality celebrity content is helping Weibo to build a more diversified platform field. Weibo's content potential goes far beyond the publication of his works.
This is the imagination of "star life".