products are always difficult to achieve unity?
beauty products are endless, but it is difficult to find which one is "the most suitable"?
Do high-quality and inexpensive products really exist?
In life, people often have the same confusion about the beauty products they use every day, but they have not been able to get professional or instructive answers. Although there are endless beauty and fashion variety shows on the market that help the audience answer questions, but when it comes to the idea, the audience can truly plant useful, practical and applicable products, and can generate a sense of closeness and resonance in life. less. The reason is that many of the audiences are overwhelmed by entertainment topics, which disappointed the audience who originally wanted to be "grassed"; or when they interpret the professional knowledge of beauty and skin care, they prefer the preaching mode, which makes the audience of the fast era choose more The embrace of an equal and interactive beauty influencer. In addition, the segmented Internet variety industry, the Red Sea, is constantly eroding the fashion beauty variety show, making the public dazzled by the "homogenization".
, as a variety show of national grass-planting beauty and makeup, the second season of Tencent video "Miss Beauty" advances the value proposition of "Love of beauty is the way you love life", close to users' lives, and is useful, practical, and applicable. The main line is innovative and upgraded, collecting the good things for the celebrity bathroom, supplemented by expert interpretation and laboratory evaluation in the easy "argument" of fashionistas, providing users with a scientific and convenient path to plant grass, effectively conveying a healthier life concept and beauty makeup idea. Up to now, the second season of "Miss Beauty" has exceeded 330 million views, and the reading volume of the same-named topic of the program has exceeded 900 million, and it has been awarded the title of "2020's Strongest Grass Harvester", which once again demonstrates that the program is useful for users' lives. Influence and practicality.
When the various networks are exploring the new model of fashion and variety show, "Miss Beauty" accurately grasps the demand of increasingly critical audiences and creates a stable road to planting grass, which is worthy of the industry.
Fashionistas + Fashion Variety Shows Strong Combination of
Interesting Popular Science "Practical" Dry Goods Pass Forward and Become Beautiful
Based on the positioning of the nationwide grass and beauty variety show, the host lineup for the second season of "Miss Beauty" has been completely renewed: "The beauty of not doing business properly Makeup blogger "Qi Wei" serves as the main MC, partnered with fashion ICON Wang Ju and "straight men's class representative" Dong Yanlei and others to form a beauty assistance group, which is a "strong alliance" with fashionistas on fashion highlights. The innovative combination of the three MCs also added a more "collision" point of view and point of view output to the program, allowing viewers to get more practical beauty points and good references from multiple perspectives. The choice of
flying guests is to take "Beauty" to the end. Zhang Yuqi, Song Yi, Ouyang Nana, Zheng Shuang and other entertainment circles recognized as "white and beautiful" fashionable ladies. They talked about the "beauty" in their lives. Meishier" is more convincing to the audience. For example, Zhang Yuqi, a "conscientious and rich woman", talked about maintenance experience, Huang Shengyi shared the "girly figure" maintenance secrets, Song Yi said that "use six bottles of sunscreen a day", Zheng Shuang talked about "how to keep your eyes clear", etc., the program passed the celebrity guests personally Experience sharing and expression of youthful attitudes enhance the user's sense of identity. For Gen Z, one of the reasons a program can attract them is because their attitudes and habits can be recognized in the program.
The practical opinions shared by the celebrities after personal experience also make the audience willing to trust and resonate strongly. This not only enriches the viewability of the program, but also extends the practicality and matching of the program and the current fashion opinions, thus Let the program not only stay at the primary level of guiding the audience to plant good things, but in addition to sharing professional dry goods, find the spiritual resonance with the audience about the content of beauty and makeup, so as to achieve the sublimation of the realm of "beauty" and to the users Deeply convey the life philosophy and values of science becoming beautiful.
Star bathroom 1:1 ultra-reality reduction
multi-dimensional topic focusing on the beauty of the audience's "life"
On top of this, the program also opened up a more immersive experience scene, that is, selecting a highly private star bathroom as a breakthrough , By restoring the guest bathroom 1:1 to the recording site, from the bathroom furnishings to the placement of the objects, the details are restored uniformly, showing the star bathrooms of different styles, and leading the audience to explore their secret skin care and beauty secrets.
shows through different bathrooms, showsIt also shows users the most real daily life of the stars behind the spotlight. The host group first observes the guests' behavior in the bathroom through a single-sided mirror, pays attention to all kinds of curious personal products and behaviors of the guests, and then enters the bathroom to search for various good things, thus leading to the topic of beauty and the products to be evaluated in the current period. The multi-angle exposure and decryption of the star bathroom will undoubtedly attack the user's lust and curiosity positively, creating a natural attraction for the show in a natural and authentic atmosphere.
At the same time, based on the special scene of the bathroom, many interesting social topics were also born in the program: the stock of skin care products in Zhang Yuqi's bathroom triggered the issue of "how much skin care costs a month is reasonable", and Huang Shengyi posted a detailed schedule in the bathroom. The discussion of "girls should plan themselves when they are old", Song Zuer's private low-calorie snacks raise the question of "are there really snacks that can't be fat?" These topics are strongly related to the real life of the younger generation and have strong emotions. Resonance and radiance, while quickly attracting users' attention, but also dispelling users' curiosity about celebrity life. The data of
shows that the second season of "Miss Beauty", which ended recently, has produced a satisfactory transcript with high click-through rate, strong discussion, and excellent word-of-mouth feedback. There are 32 hot searches on the whole platform, and a total of 90 times have been listed in the Top 10 of Yien, Weiling, Maoyan and other industries. From this, it has been extended that Qi Wei has doubled and planted grass, Zheng Shuang has collected letters from fans ten years ago, etc. Multiple hot topics. These hot search topics come from different aspects of the content, from which it can be seen that the program has a diversified reach to the audience and its entertainment attributes are significant.
experts sit on the ground to solve the problem and plant new ways to play
immersive in-depth variety show "real" new experience
The program format strives for authenticity while innovating, and "Miss Beauty" strives to maintain this from the collection of good things, product selection and evaluation. The host group went into the celebrity bathroom to randomly select the products that the guests were using in their daily lives, and discussed topics: For example, when Zheng Shuang shared his commonly used eye cream, Wang Ju found that the product had almost been used up; and Ouyang Nana was in When recommending the necessary good things for your travel, the usage and effects of the product are methodically stated. The host group and the audience both said that they were "were planted", and the authenticity of the product Amway is very guaranteed. After
arouses the curiosity of users around the corner, the program further takes the actual needs of users as the starting point, and leads users to scientifically plant grass through professional evaluation methods. The second season of
, in conjunction with the China Academy of Inspection and Quarantine Sciences, not only invited industry expert Dr. Yan Yan to sit on the scene to answer the controversial or doubtful products and beauty concepts in the program in real time, but also bring authoritative laboratory evaluations higher than national standards , To score the functions and effects of a single product from all dimensions. The clear and transparent testing process and intuitive and powerful comparison data make the final beauty list fully authoritative, and users can plant grass scientifically and safely pull grass through the public trust list.
recommends life-oriented good things to consolidate planting labels
increase user stickiness and strengthen IP brand power
In order to deeply meet the actual needs of users, consolidate the beauty and planting labels of programs, "Miss Beauty" not only fully seeks new ideas in content selection and form It's true, but also pay more attention to the enhancement of user viewing experience and sense of interaction.
One is the product selection stage before the program is recorded. Through online voting, it is widely solicited, and netizens are invited to select their favorite products or the "net celebrity products" they plant. Only the products with the highest voting results will be included in the program evaluation. . Therefore, the selected products are not only very representative, but also the most common similar products on the market are gathered in the program, and the user's sense of participation is strengthened.
The second is after the program is broadcast, combined with the content that directly hits the user’s pain points in the current program, to initiate interactive topic discussions. For example, Song Zuer “killed” the unusable beauty products in the show. The official Weibo of the program group then launched a topic, motivating netizens to discuss the “thunder” cosmetics they bought. Users with similar opinions also approved The comment area exchanged views and opinions, and once again consolidated the value of the program and the loyalty of users by means of promotion. The two-way interactive mode of
that focuses on user experience also makes users more and more trust in "Miss Beauty". After each program goes online, interactive sections such as the program’s official micro-comment area and program barrage will become a list of products and fans for users to follow up.Sizi acted as the "class representative" to actively solve the large-scale grass planting scene.
In addition, according to incomplete statistics, in Xiaohongshuduan and other grass-growing communities, more than 6,700 tap water notes related to "Miss Beauty" have been shared, reaching 100W+ users accurately; while on Taobao and other e-commerce platforms, 300+ programs with the same style brush On the Taobao homepage, the sales of the same model are nearly 100W+. Among them, Zhang Yuqi's same facial mask and Zheng Shuang's same massage comb quickly became popular items under the discussion and spread of users. Such dazzling data not only confirms the circle diffusion ability of "Miss Beauty", but also the best proof of the program's reputation and user stickiness.
From this point of view, "Miss Beauty" relies on meticulous insight into user needs, precise and unique content selection, professional and authoritative evaluation and the extension of interesting topics to deepen the core of the program, convey the positive values of "Science to Beauty", and strengthen and The mutual trust between the audiences, and the use of external users' centralized interactive platform to spread, finally realized the two-way effect of planting grass and weeding with the authentic, easy-to-use, practical, applicable, and life-oriented personalized label.
And the maturation of the grass chain of "Miss Beauty" also means that the brand power of the IP of this show is becoming more and more distinct, and it has established its own voice and influence in the vertical fields of fashion beauty and skin care. Adhering to rationality and conveying healthy and upward planting and consumption concepts, "Miss Beauty" guides the whole people to buy good things and scientifically transform them into beauty. The successful conclusion of the second season of the show is also more exciting. What surprises will the next season of the show bring?
-
-
-
-
-
-
-
-
-
-