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Cover Story
「網紅」崛起 粉絲量成商機 媒體網絡公司助新星尋客上位
09 May 2017
李真怡 - VS MEDIA香港區總經理
民謠唱作人Jabin Law早於2006年便透過YouTube頻道發表自己的作品。
李真怡認為，從事互聯網行業心態要網行業心態要
生於自媒體年代，只要懂得做圖拍片放上網，人人都可以在網上開「電視台」，累積觀眾數目高的話，更可以將粉絲數字轉化為商機。VS MEDIA在本港共有二百多名網絡紅人，其香港區總經理李真怡表示，公司擔任「網絡紅人」的經理人，除了提供製作支援，更會配對客戶及品牌，讓網絡紅人的支持度攀升之餘，亦可以轉化成可觀的收入。
網絡紅人近年成為熱門討論的關鍵詞，在內地更有網絡紅人倚靠其人氣，開辦電子商貿平台推銷自家產品致富。VS MEDIA雖然在兩年前成立，但現時在中港台三地已招攬超過五百名的網絡紅人，並早在去年中已獲得注資一千萬美元（約七千八百萬港元），足見投資者看好此板塊的市場。李真怡表示，香港有不少人熱衷於拍片，並上載到社交平台或分享網站，成功累積一定的粉絲，「他們有熱誠有想法，但未必懂得尋找品牌客戶，這方面我們可以幫到他們。」
着重個人風格及熱誠
VS MEDIA現時在港有超過二百三十名網絡紅人，包括在YouTube有四十二萬訂戶的笑波子，及前無綫藝人Coffee林芊妤等。李真怡表示，其招攬網絡紅人的策略，不會只看他現有的粉絲數字，反而更着重對方是否具備個人風格及熱誠，「網絡紅人不是拍一兩條片就可以爆紅，很多都是花了很長時間經營自己的頻道，由『度橋』到拍攝，過程付出很多時間心機，跟返工很不同，很考驗個人熱誠。」
李真怡以笑波子為例，2015年7月加入其公司時共有十七萬的YouTube訂閱人數，具備一定知名度，在一年多後訂閱人數已增至四十二萬；而Coffee在加入公司前也未有刻意經營個人YouTube頻道，需要公司團隊協助宣傳，並創立以教授瑜珈為主的頻道，現時共有四萬多訂閱戶。李真怡表示，現時期望吸納不同類型的人加入，務求覆蓋不同的觀眾群。她亦強調，不會限制其創作題材，「我們想創作人保留個人特色，所以只會督促他們拍片及指導他們的定位及發展。」
利用故事手法作宣傳
在建立本地網絡紅人的同時，VS MEDIA亦為他們與商戶或品牌進行配對，以賺取收入。李真怡坦言，商界在近年已發現在網上宣傳的優勢，其中以年輕人的效果最明顯，而網絡紅人在網上有一定的支持者數目，客戶可了解其覆蓋面。在片段發布後，客戶亦可以看到觀看數字、留言情況等數據，分析成效，「加上網絡紅人利用說故事的手法進行宣傳，吸引程度一定比傳統的宣傳方法高。」
李真怡不願透露客戶的數字，但她指去年頭九個月的營業額，比前年同期大增三倍半，現時主題樂園、政府、非官方機構及不同的商戶都有找她合作，有信心公司可在今年達致收支平衡。不過，她強調網絡紅人不能胡亂接商戶，「產品最少要他本人用過，也覺得真的有用，才會利用自己的頻道宣傳。」
提供拍攝廠房支援製作
除了經理人及市場營銷工作外，李真怡指出，其公司有擔任製作角色，位於觀塘的辦公室，除了員工辦公空間外，亦具備可布置成不同場景的拍攝廠房及打機房等設備，讓網絡紅人可以利用公司的資源拍攝，增加影片的觀賞性。
說到未來大計，李真怡除了期望今年公司可以收支平衡外，亦會繼續在網上發掘有潛質的明日之星，並協助現有的本地網絡紅人，打入內地及台灣的市場，「公司在中、港、台都有網絡，希望可以幫他們衝出香港以外的平台。」
做事求變 要有嘗試心態
李真怡從事互聯網營銷工作達十三年，曾擔任網購平台的開荒牛，她認為如要立足於互聯網行業，心態需要嘗新，做事則要求變。
電機工程學系出身的李真怡，2003年加入雅虎香港，負責發展團購及拍賣網的業務，在十一年間晉升至電子商貿總監，其後過檔至王維基旗下香港電視的HKTV Mall，負責成立電子商貿平台，直至現在於VS MEDIA，其工作性質亦離不開互聯網。
她笑言，十多年來見證社交媒體的應用潮流不斷改變，令她明白在互聯網世界工作，需要不斷嘗試新事物，「同一件事，今日是這樣的做法，明日有新技術、新潮流出現，就要轉用另一個做法，不可以有既定的框框。」
她續說，因應近年興起網上直播潮，其公司亦增加不少網上直播的工作，包括去年為古天樂於微博平台進行網上直播生日會。她表示，當日收看直播的總人數有六百多萬人，高峰期更有八十多萬人同時在綫，足見現時網民對新技術的接受程度極高。
本文摘自2016年11月18日《星島日報》每日雜誌
相關: 媒體, VS MEDIA, 網絡紅人, YouTube, 李真怡
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