如何成为社交媒体上的KOL？CGTN采访了几位网红博主，他们这样说...

CGTN第三届全球媒体峰会暨第九届全球视频媒体论坛4日在北京举行。本届峰会的主题是“媒体与科技”。

今年的峰会大咖云集，不仅邀请到了全球知名媒体的行业代表，还请来了一些颇受关注的网络红人。

在人工智能和大数据快速发展的今天，全球媒体行业也正在经历着一场巨大的变革。新一代的媒体人可以将创作的内容通过社交媒体平台快速地传递给成千上万的用户。

与此同时，这种传播方式已经逐渐演变成了一种商业模式，也为社会带来了一些积极的影响。

今年的峰会，CGTN邀请到了四位来自海内外的社交媒体红人，他们分别是知名视频博主之昊Will、EyeOpener视频博主温智凡、Fanbytes执行总监Timothy Armoo和Hashtag Our Stories执行总裁、联合创始人Sumaiya Omar。

年轻一代的网络博主如何成为社交媒体上的Key Opinion Leader （KOL）？

如何通过社交媒体为社会带来积极的影响？

来听听他们在峰会上是如何回答的！

The third CGTN Global Media Summit and 9th CCTV+ Video Media Forum (VMF) opened on Wednesday in Beijing under the theme of "Media vs. Technology."

It isn't just media tycoons in attendance at the summit, but some up-and-coming game changers and content creators.

The global media landscape has changed dramatically over the past few years. Today, content creators can easily reach millions and millions of people through the power of social media. Some have now devised new business models or even facilitated positive social changes. 

成为KOL没有捷径，唯一的秘诀就是热爱

如果你平时喜欢关注欧美娱乐圈，你也许看过这位博主的视频——他就是采访过多位来华的欧美明星的英语短视频博主@之昊Will。

他在国内各大平台累计拥有700万粉丝。作为最早的一批短视频创作者，他也是中国为数不多利用“短视频”和好莱坞明星合作的90后。

谈到成为KOL的秘诀，他坦诚的说，没有捷径，唯一的秘诀就是对于创作的热爱，以及能够持续产出有趣内容的能力。

对于传统的电视媒体如何提高在社交媒体的影响力，他强调，一定要加强与用户之间的互动。

Zhihao Will is a vlogger, content creator and interviewer with a whopping 7 million followers on several social media platforms in China. Having worked on a wonderful series of collaborated videos with Hollywood celebrities, he is one of the few "rare category" video creators in China.

He told CGTN that there's no shortcut to become a key opinion leader (KOL) on social media, and the only way to become successful is to maintain your passion and keep creating interesting content.

He also suggested that television media could improve their performance on social media platforms by increasing their interaction with the audience.

科普教育类视频也可以很有趣！

提到科普教育类内容，大家的第一反应往往是枯燥、无聊。如何在社交媒体上把这类内容做得有趣并且为大多数网友所接受呢？

EyeOpener博主温智凡给出了他的秘诀，那就是“分享”。

他在采访中提到，他目前所谈论的话题中有50%以上来自他的粉丝。平时，他通过评论和邮件收集网友们的建议和反馈，制作成相关的科普类视频来解答网友的困惑。

例如，为什么在中国葡萄糖被称为“葡萄糖”？以及为什么黄瓜在中国被称为“黄瓜”等等。

他说，无论何时，内容创作者都要试着将观众想象成一个没有受过良好教育的人，并且要以一种分享的态度来讲述，而不是以教育的口吻。

Freddie Wen is an example. He is the creator of an educational video channel called EyeOpener which currently has about nine million subscribers across several platforms. Educational content is, more often than not, less attractive than entertainment. How does he make content intriguing for his audience?

"The sense of sharing. Over 50 percent of the topics we are now talking about came from my audiences. They send their suggestions and feedback through comments and inbox messages, like why glucose is called 'grape sugar' in China? And questions like why cucumbers are called 'yellow melon' in China," said Wen.

"Whenever we are writing, we are editing or we are, you know, doing the research, remember, try to picture a not-so-well educated person sitting right in front of you. How are you going to share your stories, how are you going to talk with him, to share with him? We are not educating, we are not abetting or cramming, we are sharing," Wen added.

年轻人真的讨厌广告吗？并不，他们只是不喜欢传统的广告

Fanbytes是一家为专注于为13到24岁的年轻一代用户制作娱乐性广告的移动短视频平台。

年轻人真的讨厌广告吗？并不，他们只是不喜欢传统的广告形式。

如何制作出能够打动年轻一代用户的广告呢？Fanbytes首席执行官Timothy Armoo说，他们会通过科技手段来识别社交媒体上最强大和最有影响力的内容创作者，然后通过竞选的方式挑选出最好的传播者。

利用这些具有影响力的传播者，搭建起品牌和消费者之间的桥梁，从而达到加强营销的效果。

Timothy Armoo is the CEO of Fanbytes, a mobile video platform that makes what they call "advertainments" for Generation Z audience, people aged between 13 and 24. 

"One of the biggest misconceptions that many people have, especially in the world of marketing is that Gen Z hates advertising as a whole. I don't think that's necessarily true. What they do is they hate the traditional form of advertising and they hate the stuff that actually disrupts. What we've done is that we've built technologies which is able to identify the most powerful, influential content creators on social media, and then we are able to run campaigns between those brands and those big influencers and social media creators," according to the CEO.

"That actually means that when brands are trying to speak to that consumer, they're not just doing in this interruptive way. They are actually using credible authentic voices which people have already bought into," said Armoo.

每个人都可以当“记者”

只需要一部智能手机就能像记者一样发布新闻报道？Hashtag Our Stories就是这样一家培训用户通过智能手机来生产新闻报道的视频平台。

Hashtag Our Stories的联合创始人兼主编Sumaiya Omar说，他们相信每个人都有故事要讲，但是他们需要了解如何运用引人入胜的叙事手法来讲述一个故事。

对于发布在平台上的内容，Hashtag会有一群专业的记者每天进行事实核查。

Omar说，在他们的平台上，用户可以创作出有建设性意义的新闻。而且用户不仅仅只是针对这些问题进行讨论，而是用实际行动证明，他们正在做出改变。

比如最近全球热议的气候变化问题，他们会将讨论转变为一个短视频的形式，展现人们如何将骨头制作成珠宝。

Sumaiya Omar is co-founder and editor-in-chief of Hashtag Our Stories, a journalism video publisher reaching millions of people daily on social media. They train people from around the world to become "citizen journalists," using their smartphones to create stories. 

"We believe that everybody has a powerful story to tell. They just need to understand how to create compelling narratives out of their stories," said Omar.

Hashtag Our Stories has a group of professional journalists to fact-check people's submissions every day. 

"I think it is difficult to fact-check, but at the same time, technology is getting so much better and it's giving us so many other options and ways to fact-check and verify people, whether it's location filters, whether it's time stamps that are already built into the camera," Omar noted. 

"There's an opportunity to do what we call conscious content or constructive journalism. We're not just talking about the problems in society. We're not just ranting about the issues. We are showcasing and individuals and organizations that are trying to do something about it."

"I'll give you an example. For example, climate change is something that everyone's talking about. How do we turn the conversation into 'here are people that are recycling plastic into T-shirts,' we just did a story of a group of people that are turning bones into jewelry. But these really micro-stories are something constructive, how do we take that conversation forward?" added Omar.

听完这些社交媒体博主的分享后，

你有没有萌生出想要当一名社交媒体博主的想法？

监制：李宾

主编：裴建

记者：杨诚曦

编辑：程美好 

视频编辑：王曾峥

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