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巨量引擎联合场景互娱发布2022重点综艺《星妈请回答》
时间：2022-03-09 10:00:22阅读：44133次来源：水牛影院网 巨量引擎联合场景互娱发布2022重点综艺《星妈请回答》
4/4
1月19日,巨量引擎联合场景互娱在杭州举行了2022年重点母婴类综艺项目《星妈请回答》发布会。巨量引擎渠道区域业务南区群总监李娜、巨量引擎综合服务商场景互娱VP苏伟等出品方领导在这次活动上发表了巨量引擎关于2022年母婴消费市场和综艺内容市场上的新思路和新方法。本次活动有近百家行业品牌企业到场。根据活动中出品方展示的数据可以看到,未来抖音将在母婴行业领域推出更多基于综艺内容的服务和产品,为母婴行业企业的品牌营销和销售转化提供新的动力。
综艺内容始终是抖音流量所关注的重点,也是基于抖音“兴趣电商”的重要内容来源。抖音+综艺+IP由于具有三大核心优势,因此更加容易创造潮流“爆点”。
这三大核心优势是:第一,抖音的个性化推荐机制更容易打造爆款综艺;第二,顺应抖音综艺“头部化”和“精品化”定位,优质综艺内容更容易在流量层和转化层精准发力;第三,在抖音倡导的“真善美、合家欢”的思路下,综艺更能创造“正能量”价值观。而品牌客户利用抖音综艺进行流量运营和品牌营销,则能更大程度上完成“一体化营销链路”,实现品牌破圈、品牌影响力深耕、产品种草和销量转化的目标。
2021年,抖音综艺内容播放量、综艺用户规模、以及综艺互动的点赞量、评论量和转发量均保持较高增速。根据这种增长态势,2022年,巨量引擎联合场景互娱共同推出了全新综艺《星妈请回答》,西瓜视频与抖音参与平台共创,期望新综艺可以在母婴领域给出更加亮眼的成绩单,也为母婴消费品赛道的企业客户提供了更加优质的“品效销”内容合作基地。
综艺《星妈请回答》从策划开始就定位 “品效销”一体的新综艺模式,属于明星+达人+IP共创的女性类综艺。节目由“时尚女星”和“潮流辣妈”人设精准的麦迪娜担任综艺主理人,同时全网拥有超过3000万粉丝的母婴亲子头部达人“年糕妈妈”和其他6位母婴达人也将加盟《星妈请回答》第一季12期节目。综艺每期都将针对性地输出母婴话题,该话题精准匹配抖音+西瓜视频所覆盖9.8亿用户人群中的消费群体,总计12个精准话题所获取的总流量预计将超过20亿。《星妈请回答》第一季将于今年3月31日开始每周播出。
与传统综艺营销不同的是,《星妈请回答》将与合作品牌进行内容共创。将综艺内容捆绑二创、直播、互动等为品牌深耕“5A人群”转化,不断帮助合作品牌积累粉丝。同时节目还为品牌订制了多种UGC互动玩法——品牌开屏、搜索热榜、热点品牌专区、看播任务、全民任务、达人共创、品牌挑战赛、节点贴纸订制等等抖音内容新玩法将与综艺节目的内容本身共生共行,让品牌不但可以利用综艺节目的品牌植入积累声量,更能利用互动玩法在后期迅速获取粉丝转化和销售转化。
传统综艺已经不再仅仅作为一个内容与品牌进行合作,而成为一个超级内容IP流量包。品牌与综艺的合作也不仅仅是单纯的曝光量,而是可以更多的用流量精准触达、5A粉丝归集、产品销售转化等更加具体的数据进行品牌合作价值的衡量。
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