Xia Tian, editor of Wen Xiaofu

In the monotonous winter, he stepped on a pair of "pink combat shoes" to create a contrast, welcomed the post-holiday work with the most seasonal leather jacket, and put on ALL BLACK to end the life of a stay-at-home girl and go out for a walk. Opening Weibo in Bai Baihe, Rhinoceros Jun thought he saw a professional fashion blogger.

She knows how to dress for the minority, and every time she puts on a match, she always attracts netizens to discuss it enthusiastically. Its unique fashion style has long been a template that many netizens never make mistakes.

“Every sha-la-la-la，Every Wo-o-wo-o，Still shines。” Angela Zhang, who spent his 4th birthday in Weibo, told himself with a familiar old song never to forget his original heart.

In her personal column # Self-restraint Diary #, Angela Zhang also recorded many fragments in her life with vlog. Learning incense, sharing backpacks, and growing vegetables ... I'm afraid netizens never thought that the life of a female star could be so interesting every day.

In the past impression, the stars in Weibo always seemed to be glamorous in front of the stage. Unconsciously, a wave called "sense of life" has quietly swept the star Weibo, spreading and fermenting.

Weibo's vertical content

"Star Atmosphere Group" is in place

As the main KOL group in Weibo, stars have always led the content trend of the whole platform.

With the project # Life with Stars # initiated by Weibo, hundreds of stars have "returned to life" and exposed different aspects of life in Weibo. In our view, these different categories of content sharing, not only for the stars to find the exposure point outside the work, but also for Weibo users to bring more diversified value.

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 "living reference books" 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 began to follow up and produce high-quality content in Weibo fashion beauty category, attracting many netizens to follow suit.

In addition to being a singer, NINEONE in Weibo is also a dresser. Take off the aura of female stars for the time being, return to the true colors of little girls, and wear beautiful life, which still makes fans full of praise.

Angel, Huang Jue, Zhao Zhiwei and many other stars have also turned Weibo into a sharing stage for daily wear and created their own ootd columns. Cecilia Boey, Yuxi Zhang, Meng Jia and other female stars deeply cultivated the beauty attributes and exposed the same makeup. There are also Wang Feifei and Fei Qiming who directly set up grass planting columns in their personal Weibo, sharing their hobbies and good things in a "simple and rude" way.

By using their own ability to grow grass, the star content has effectively enhanced the users' willingness to pull weeds in Weibo, and provided more valuable decision-making intentions for netizens. Both fans and ordinary netizens can draw inspiration from the daily sharing of stars.

As a head-planting community, 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 powders.

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 the #21 Day Song Push Challenge # personal column on Weibo, sharing high-quality music for 21 consecutive days, covering the original soundtrack of European and American movies, Chinese classics, European and American classics and his own songs. Many fans follow in his footsteps and record their daily life with music.

Dany Lee, who is full of dancing power, insists on updating the video of dancing practice in Weibo and never forgets to show her business. 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 times. It coincides with the Summer Olympics and the Winter Olympics, and the last two years are sports years. The prevalence of national sports has pushed up people's interest and demand for sports. And 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 skiing camp, while Yao Chen, Dong Xuan, Mabel Yuan and others insisted on punching in for daily training in Weibo, and K Lu's personal sports theme column was launched, which 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 different aspects of life in Weibo. In the exclusive personal column # Li Xian Dali Life Guide # planned by # Star V Broadcasting #, Li Xian strolled around Dali vegetable market with a basket on his back. Up to now, the video has exceeded 1 million. Weibo's life-filled 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 colorful, so how can we live up to the delicious food? Sharing food on social platforms is a daily pleasure for netizens. Nowadays, there are many star bloggers in this group.

Li Zifeng, an actor, loves cooking on weekdays. She taught everyone how to make home-cooked fish heads with pickled peppers and fried chicken with soy sauce in Weibo. Lin Yilun, who is famous for her cooking skills, also recorded vlog to teach the secret of egg custard, so that netizens can unlock delicious food in the Weibo video of the star.

There are more details of life that the stars put on Weibo. After the daily exercise, Zhang Junning did not forget to share his usual tennis massage relaxation method with netizens, and Crystal and Liu Yun also brought out homemade healthy fruit and vegetable juice, which exposed the exclusive secret of keeping healthy. Li Ai and Li Guangjie, parents, simply decorated their personal Weibo as a daily record site for parenting.

Food, mother and baby, sports ... Now, more stars choose to show their different aspects of life in Weibo and share their positive and healthy attitude towards life and quality teaching content. Netizens seem to unconsciously regard the star as a familiar and unfamiliar close netizen, and compete to exchange life experiences in the forwarding and comment areas, which makes the star-powder interaction full of fireworks.

Nowadays, the stars have gradually found their own comfort zone in Weibo, so they are no longer tired of business, and they don't need to be framed by artists' labels. The bits and pieces of life recorded along 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 the vertical ecology with high-quality content.

with the co-empowerment of Star Powder, the vertical atmosphere of Weibo Platform is getting better and better.

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star content named Life and two-way empowerment of Weibo platform

From the data performance, the user response of the content of star life is obviously higher than expected.

Cecilia Boey, Zhao Lei, Zhao Zhiwei and Lin Mo, as the representatives, have all made hot search lists and entertainment lists. Among them, Cecilia Boey's # What cc wears today # # Cecilia Boey's # topic reading volume approaches the 3 million mark, and the cumulative video playback volume reaches 72.86 million, ranking on the hot search list for 5 times; Zhao Zhiwei Personal Wear Channel # Life Zhao # has been updated for 21 consecutive days, and has been listed on the hot search list for 2 times and the entertainment list for 3 times.

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 the stars, what they can get from it is far more than additional enthusiasm, and it can be reflected in the feedback of high-quality vertical content on the personal value and commercial value of the stars.

Middle-aged stars, who are not "hot search regulars" at ordinary times, have increased their exposure opportunities outside the circle with the help of vertical content.

The diary with a baby and the blog post about husband and wife's life published by actor Li Guangjie have increased his average video playback from 1w to 5w+, and even made it to the entertainment list for five times. Among them, only a video with a baby in the New Year has achieved nearly 3w of playback.

Tu Songyan, 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 loop in Weibo, and the video playback volume hovered in the range of 2-5w all the year round.

Now, with the help of the life content, this motorcycle uncle who is true to himself has found a new breakthrough in content, and is loved by more and more netizens because of his cute 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, the vertical content not only fills the shortcomings of middle-aged artists on social media, but also makes the artists' image in Weibo more full and true, which 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 reports on head fashion to help fashion wear content out of the circle and drive 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 constantly established and consolidated, and it has also won the favor of head fashion brands such as gucci and ugg, and gained commercial value increment.

At this point, it is not difficult to find that this differentiated and diversified high-quality content can also greatly enhance the exposure of artists, compared with the flat and monotonous operation strategy of artist Weibo in the past. Stars of different ages and different orientations can use the vertical content to get a circle effect on Weibo.

For the stars, the multiple vertical content choices break the stereotype of Weibo stars' content, which is conducive to arousing the enthusiasm of the stars to manage content, and at the same time, promoting them to create a Weibo with a more open and friendly attitude and show their life in all directions. The continuous output of vertical high-quality content can also help star content to break the inherent circle and reach a wider user group, thus realizing the transformation from quantitative expansion to value enhancement to qualitative change.

For fans, high-quality vertical content from Weibo community can also effectively stimulate more ordinary users or potential users to "turn to powder". Relying on high-quality content, we will promote more benign star powder to "go in both directions".

Imaginary space of "star life"

Undoubtedly, Weibo platform, which has a deep star ecology and a star community environment, is still the most efficient heat amplifier in the Internet platform.

Through the good response of the related content of # Living with Stars #, 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 to break through the three barriers of star content, broken communication and value realization in the life content category. Over time, by broadening the field, I believe there will be more in-depth consumption content, which can be realized by star content.

While continuously enriching the content ecology of the platform and enhancing its communication power, Weibo is also connecting a healthier interactive relationship between stars and fans through a high-quality content chain, and consolidating its role as a "bridge of communication between stars and fans" with more expanding scenes.

It can be predicted that there is still a great possibility to broaden the communication power 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 is constantly consolidating and deepening 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 space of "star life".