短视频引流:MCN机构无忧传媒的网红打造路径分析

Short Video Drainage: MCN Joy Media’s Path Analysis of Making Internet Celebrities

短视频的快速发展离不开平台的扶持以及MCN机构的商业化运作。其中无忧传媒在抖音MCN机构中位居头部,在网红打造上有资深经验和业内资源。随着电商直播的兴起,无忧传媒为拓宽盈利模式进行业务转型,直播探索过程中短视频仍然有其重要的引流作用。本文将以MCN机构无忧传媒为例,从IP打造、造梗营销、短剧制作等方面分析该机构的短视频引流路径,并为引流的发展方向提出建议。The rapid development of short video cannot be separated from the platform support and the commercial operation of MCN (Multi-Channel Network). JOY Media in Douyin MCN is at the head, which in the building of internet celebrities, has senior experience and industry resources. With the rise of e-commerce live broadcast, JOY Media carried out business transformation to broaden the profit model, short video still plays an important role in the process of live broadcast exploration. This article will take the JOY Media of MCN as an example to analyze the company’s short video drainage path from the aspects of IP creation, infarct marketing, short play production, and suggest the direction of drainage development.