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《语者PERS》发布两期收视破亿 引发文艺复兴风暴

2017-07-27 07:53:00   中国经济网

作为中国首个时尚文化短视频,《语者PERS》7月11日发布后,首周仅在微博一个平台就有3258万视频播放量,全网播放量更是突破5000万,并有来自用户自发创作的近4万条视频博文。微博话题词“语者”一周阅读2503万次,共有300万人参与讨论。

发布两期收视效果超过预期,用户反响强烈

《语者PERS》短视频堪称浮躁娱乐市场里的一股清流,从首期上线发布便取得的不俗成绩和网友的热烈反响来看,“时尚+文化”作品并非小众或曲高和寡。时尚新势力的CEO杨宇杉认为:“平台的需求是多样化的,用户的需求是优质的内容,而不仅仅是低俗的或者只是笑一笑就忘记的东西。”

《语者PERS》7月18日第二期发布之后,热度持续攀升,迄今为止,全网播放量已经破亿,“语者李健”的话题在上线三个小时之内,即出现在微博综艺榜中前三甲的位置,一时间超越了众多卫视的大型综艺,创造了行业新纪录。而在微博“语者”的话题讨论中,《语者PERS》所倡导的“做自己”和“坚守梦想”等主题切中了当下网络用户对优质文化内容和进步价值观的渴望和诉求,因此被用户延续和广泛传递,在作品所倡导的理念迅速通过互联网得到目标用户认同的同时,《语者PERS》的品牌也初步占领了用户心智,为将来更精准的为用户打造精彩内容打下基础。

▲“语者李健”话题登上微博综艺榜单的第三名

在内容消费升级的当下,网友对于内容的精致化要求越来越高,优质短视频自带势能和流量,更易记忆、转播和分享,使观看者成为用户、参与者、传播者和创造者。《语者PERS》坚持依靠自身优质的内容和精良的制作,始终传递一种因文化而优雅,因品质而高贵的生活方式,在“娱乐至死”的网络环境下,是海量短视频作品中卓尔不凡的存在,从而使用户因强烈的认同感而产生高度忠诚和热爱。

《语者PERS》短视频品牌也同样受到了包括央视网、北京时间、CIBN等国家和国际级别视频媒体的青睐,这标志着励志、积极、向上的社会价值观和具有进步意义和文化素养的好内容被主流媒体的认可。一个有生命力和商业价值的IP,必然需要具备推动它发展的普世元素,即作品对世间美好事物的追求,而将经典的传统文化与明星时尚相结合,来传播中国社会正向价值观的作品理应能够经受得住时间和市场的考验,而成为精品之作。

用心打造好作品,全媒体引领文艺复兴风潮

《语者PERS》作为时尚新势力今年重点推出的头部内容,从推出伊始,就以IP的理念来进行运作,目前已为下一步实现商业价值积累了初步的流量和粉丝资源。除了上线的短视频内容,《语者PERS》背后所承载的“文化复兴”的理念,也将体现在后续的计划中。比如,在今年9月,时尚新势力计划在古北水镇展开落地活动,为在艺术和文化领域表现出色的团队进行评奖,也会邀请业内的大咖,在活动中体现“文化”的概念。

“生活方式类的内容,相比起其他的内容分类,其实是更容易实现商业变现的类型。”杨宇杉说,“我们希望能与内容生产者们共同实现商业化。”未来,团队将进一步整合顶尖的短视频生产者/机构,与平台方紧密合作,发力于规模化生产高品质的短视频内容,共同探索营销、电商、付费内容以及IP孵化等多种的盈利模式。


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