基于爆款IP的微综艺内容生产逻辑与创新传播

Content Production Logic and Innovative Communication of Micro-Variety Show Based on Hot IP

原创不足、价值观输出片面化、表现手法老套等问题阻碍了微综艺的进一步发展。要想使微综艺成功出圈,首先要在内容生产方面下功夫,题材选择要小而美,内容生产要在多元垂直领域注重优质原创且追求精品;其次在传播方面,巧用明星联动话题关注是亮点,结合移动媒介加持内容输出的全景化是关键,借助MCN适配不同的平台进行宣传造势和流量运营则如最后的临门一脚,重要性不言而喻。

The lack of originality,one-sided output of values,stereotypical techniques of expressions and other problems have hindered the further development of micro-variety shows.In order to make micro-variety shows successful,efforts should be taken in the content production first.Specifically,the subject matter selected should be specific and refined while the content production should focus on high-quality originality and pursuing quality goods in multiple vertical fields.Secondly,in terms of its communication,taking advantages of celebrities-related topics to promote the micro-variety show skillfully is the highlight and combining mobile media to enhance the panorama of content output is the key.Lastly,utilizing MCN to adapt to different platforms for publicity and traffic operation is like the final kick and its importance is self-evident.