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Params: post, 318156, a:17:{i:0;s:389:"B 站这个还在快速上升的平台,绝不能只是偏安一隅的小破站,要成为社会中重要的组成部分,要和“次元壁”外的力量和解。男女老少的朋友圈,被 B 站的宣传片刷屏。这是五四青年节的前夜,宣传片名为《bilibili 献给新一代的演讲》,在《新闻联播》开始前 12 分钟,视频在央视一套播出。
";i:1;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0505/c656bc022a95b29.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0505/c656bc022a95b29.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0505/c656bc022a95b29.png";}}}}i:2;s:153:"
老戏骨何冰题为《后浪》的演讲,穿插着 B 站年轻 up 主们各种视频的剪辑,配上悠长激昂的配乐,一夜之间打动了";i:3;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:195:"https://c.duomai.com/track.php?site_id=242986&euid=&t=https%3A%2F%2Flist.jd.com%2Flist.html%3Fcat%3D737%2C794%2C798%26ev%3D4155_76344%26sort%3Dsort_rank_asc%26trans%3D1%26JL%3D2_1_0%23J_crumbsBar";s:8:"original";a:2:{i:0;s:203:"[URL='https://c.duomai.com/track.php?site_id=242986&euid=&t=https%3A%2F%2Flist.jd.com%2Flist.html%3Fcat%3D737%2C794%2C798%26ev%3D4155_76344%26sort%3Dsort_rank_asc%26trans%3D1%26JL%3D2_1_0%23J_crumbsBar']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;s:6:"电视";}}i:4;s:92:"机前和朋友圈里的“前浪”们,也打穿了 B 站与主流文化的那堵墙。
";i:5;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:67:"https://static.cnbetacdn.com/article/2020/0505/6a66413e3f98c6f.jpeg";s:8:"original";a:2:{i:0;s:75:"[URL='https://static.cnbetacdn.com/article/2020/0505/6a66413e3f98c6f.jpeg']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:97:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0505/6a66413e3f98c6f.jpeg";}}}}i:6;s:514:"
没什么好奇怪的
不到一天的时间,视频在 B 站播放量超过 500 万,弹幕超过 6 万,评论近 3 万。
微博上,由人民日报、澎湃新闻等媒体主持的相关话题,阅读总数过亿,讨论超 10 万。
更显传播能力的,B 站在朋友圈投放的广告,引发了刷屏的热潮。有趣的是,这条“献给新一代”的演讲,在很多人看来,几乎大多是“上一代”在转发评论,B 站安身立命的“Z 世代”反而很少出现。
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B 站在朋友圈投放的广告被疯狂转发
这样的情况引起了不少“上一代”的自嘲,甚至有很多人觉得年轻人并不理会这样“古典”的演讲形式。
其实这很好理解,《后浪》虽然名为“献给下一代”,内容也是对年轻人的喊话,但它的视角,依然是“前浪”,它在“前浪”话语权的中心,反过来向“上一代”输送了“新一代”的生活方式。
演讲人何冰今年 52 岁,是国家一级演员,有着很多国民级的代表作品,他是央视电视剧黄金时段的常客。同时,在 B 站上,何冰的代表作《大宋提刑官》也具有一定的名气,播放量接近 500 万,相关的二次创作也有很多超过百万播放的作品。
B 站制作了这样一个广告片,以主流世界认同的方式,通过两代人都认可的演讲者,把这一代年轻人积极的一面呈现给主流世界。
归根结底,这是 B 站的一次“破壁行动”。它引发的刷屏事件可以说是今年营销领域影响力最大的一次——集中爆发的效果在短时间内甚至超越了年初的 B 站跨年晚会。
与非年轻人的和解
比起在朋友圈被疯狂转发,《后浪》更大的意义在于它登上了 CCTV 的黄金时间。片尾与 B 站一起出现的,是光明日报、中国青年报等主流媒体的联名。
";i:9;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0505/815e8850c560553.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0505/815e8850c560553.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0505/815e8850c560553.png";}}}}i:10;s:255:"
多家主流媒体与 B 站联合发布|哔哩哔哩
这是一次有着主流话语权背书的年轻人表达。而为年轻人代言的,则是 B 站。向主流世界、“上一代”们伸出橄榄枝的,也是 B 站。
“不只是我们在";i:11;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:145:"https://c.duomai.com/track.php?k=yUSQzUycwRHdo1Ddm0DZpVXZmkDN2ITPklWYmYDO5IDNy0DZp9VZ0l2cmYiJ05WZkVHdzZkMl42Yu02bj5SZy9GdzRnZvN3byNWat5yd3dnRyUiR";s:8:"original";a:2:{i:0;s:153:"[URL='https://c.duomai.com/track.php?k=yUSQzUycwRHdo1Ddm0DZpVXZmkDN2ITPklWYmYDO5IDNy0DZp9VZ0l2cmYiJ05WZkVHdzZkMl42Yu02bj5SZy9GdzRnZvN3byNWat5yd3dnRyUiR']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;s:6:"教育";}}i:12;s:301:"你们如何生活,你们也在启发我们,怎样去更好地生活。那些抱怨一代不如一代的人,应该看看你们。”通过何冰的演讲,B 站向“上一代”发出邀请——来这里看一看如何更好地生活,来这里看一看,究竟一代是否不如一代。
";i:13;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:90:"https://imgslim.geekpark.net/uploads/image/file/e0/e5/e0e5ef0717994f59da0bdaba6eee33a8.jpg";}}i:14;s:973:"
B 站年纪最小的 up 主“鹏鹏”,粉丝超 30 万|哔哩哔哩
但要知道,B 站曾经与主流世界是格格不入的,甚至为此碰过壁。2018 年夏天,还是 CCTV,在一档新闻节目里 B 站被点名批评,因为平台上存在着不合规的动漫内容。之后 B 站“内部优化整改”,app 在各大应用商店短暂下架过一段时间。也是从那之后,立足二次元亚文化的 B 站开始了与主流和解的进程。
“出圈”成了 B 站近两年发展的一个核心关键词。它的用户完成了数倍的增长,如今的月活已经达到了 1.3 亿。“出圈”的同时,随着用户越来越多,作为一个文化内容社区,B 站需要在价值观上获得主流世界的认可。
“一个快速上升的平台,绝不能只是偏安一隅的『小破站』,要成为社会中重要的组成部分,要和次元壁外的力量和解。”极客公园创始人张鹏如此评价。
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2019 年,何同学的 5G 科普视频达到了出圈的影响力|哔哩哔哩
最典型的表现,过去一年主流媒体入驻 B 站,表现最好的“央视新闻”,创造了 B 站从账号注册到突破百万粉丝速度最快的记录。
与此同时,B 站还在加码商业、社会等方面的内容,力推财经类、科技类、法律类 up 主及相关视频,就连版权影视内容也大手笔地买下了多部经典、主流的电影、纪录片和电视剧。
在 3 月的财报会议上,B 站董事长陈睿表示,2020 年,“用户增长依然是 B 站的工作重心之一”。为了更大范围的增长,B 站需要向主流世界抛出橄榄枝。
从这个角度上看,这次的《后浪》,是 B 站跻身主流世界进程中的一次标志性事件。它在价值观上的表达,它的表现形式,以及整起事件的影响力,都证明了这个曾经“小而美”的社区已经发生了翻天覆地的变化。
通过《后浪》,B 站正在敞开大门,不仅仅面对年轻人,更是向全年龄段,所有互联网用户。它正在成为一款全民化的社区和视频平台。
毫无疑问,B 站通过这个视频广告,获得了相当相当成功的效果。这次破壁行动的号角很是响亮,并且还不是终点。B 站,这个立志要成为中国新一代最大视频平台的公司,2020 年的破壁出圈才刚开始。";}, 1621686945, 1715051098
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