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抖音国际版火遍日本 中学生是主力用户

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抖音国际版火遍日本 中学生是主力用户
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2018 年,国际版抖音 TikTok 席卷日本各类以年轻人为调查对象的流行语排行榜。Mynavi 实验室“10 余岁女生特选趋势榜单”中,TikTok 获“流行物排行”第二名,仅次于奶茶。另外,此榜单“流行事排行”第 6 位的“俘虏舞”和第 7 位的“全力颜”也均出自 TikTok。

AMF 公司发布的“2018 初高中生流行语大奖”中,TikTok 更是荣登软件类榜首。指代 TikTok 播主的“TikToker”一词也在词语类上榜,排名第四。

TikTok 于 2017 年 8 月登陆日本,依靠一轮轮猛烈的营销迅速聚拢了人气。同年 11 月底首次登上日本软件商店免费榜第一。第二年年初举办的“TikToker 挑战赛”收到超过 6 万份投稿,3 月 19 日至 25 日的一周时间里,获奖作品在东京涩谷的 4 块巨型广告屏上滚动播放。

这些广告屏所在的涩谷十字路口是全球最为繁忙的十字路口,每天有超过 250 万人经过。但在这里投放广告并不仅仅意味着高曝光率,更意味着 TikTok 的未来与中学生紧紧联系在了一起。

如果说银座属于成熟社会人、新宿属于青年人,那么涩谷就是少年和亚文化的圣地。

从 1885 年山手线涩谷站开业到 1978 年半藏门线通车,涩谷逐步成长为连接 8 条地铁线路的巨大交通枢纽。它既靠近都内众多中学与高校,又直通郊外的新兴住宅区,自然而然成为了周边学生放学后消遣的去处。

繁重学业中仍有余暇消遣的无非两类人——成绩不佳者、富裕人家子弟。这些年轻人聚集在涩谷,于标新立异中寻找学习之外的自我价值。70 年代的“暴走族”、80 年代的“涩谷休闲族”、90 年代的“小辣妹”等风靡日本的亚文化风潮都源自这里。

从上世纪至今,涩谷的年轻人一向走在时尚流行最前沿。飞机头、牛仔服、美国大牌、里原宿原创,一切新鲜事物都能够迅速被接受。但不论是扮酷、扮靓还是扮娇,“受欢迎”才是这些年轻人的终极追求。

在互联网出现前,人气难以衡量。“暴走族”以能够聚拢多少人一同飙车为指标,普通学生则以手握多少人的电话号码为骄傲。但缥缈的人气总是像青春一样稍纵即逝。相比之下,互联网时代的“点赞”和“粉丝”等数据无疑更加可靠。

TikTok 虽然来自海外,却准确抓住了日本少年的痛点:想看到时尚的最前沿,更想“时尚的我”被所有人看到。经过 3 月在涩谷的这一轮投放,TikTok 在 4 月和 5 月再次登上软件商店免费榜榜首。随后逐步向全东京、全日本辐射影响。

截至目前,TikTok 日活跃用户超 900 万人,平均每天使用时间达 40 分钟。24 岁以下用户占 56%,其中大部分为 10 余岁的中学生。

短视频软件对于日本学生来说并不陌生,此前被今日头条收购的 musical.ly 和 2017 年初停止服务的 6 秒短视频 Vine 都曾拥有一批忠实用户。但 TikTok 登陆后,学生用户纷纷倒戈:“还是 TikTok 好用。有好多模板可以照着做,还能把自己 P 得美美的。”

与中国抖音多样化的内容不同,受用户群体影响,TikTok 呈现出满屏“漂亮小哥哥小姐姐”的状态。“对口型”和“做鬼脸”是最受投稿者欢迎的两个题材。这两个题材不仅新奇搞怪,还可以尽情展现自己可爱的风情。

我还没有学会写个人说明!

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