“捏脸”爆火 “网红”品牌更要蓄力创新
嘿，你今天捏脸了吗？如果此时你真的傻乎乎捏一把自己的脸蛋，那就真的“OUT”了！最近，在一些社交平台中，你必然能够看到ZEPETO的影子。什么是ZEPETO？原来这是韩国某公司推出的一款集“捏脸+社交”的应用软件。这段时间里，ZEPETO已连续数天位列中国免费社交软件榜前十，在日本、韩国、泰国等国家和地区也排在社交软件榜前十，成为了名声大噪的“网红”社交品牌。
ZEPETO的用户通过软件扫描或拍摄照片就可以开始捏脸，还能进行换妆，更换场景，创作一款属于自己的表情角色，然后以虚拟形象和他人进行线上社交，可以与网友们进行合影。看着这些功能简介，好奇之余是不是也似曾相识？的确，自从社交平台大“火”以来，不少社交软件都大同小异，如何避免品牌同质化？对“网红”品牌而言，更应该蓄力创新，避免再走上被“月抛”的道路。
对虚拟社交的乐趣，从QQ秀、脸萌到现在的ZEPETO，无论身处世界的哪个角落，人们热情未减。纵观历代社交软件，能够形成裂变式传播的“网红”品牌，并非靠机缘巧合的运气，其品牌背后往往都凝结了“创新”“抓住用户痛点”“洞察”等特点。以ZEPETO为例，它提供的操作很简单却又很“魔性”“带感”，玩家只需要将自己的脸对准采集框，或者上传一张照片，就能生成和自己长得相似的虚拟形象。ZEPETO允许“化身”随机或通过聊天室会面，并与朋友一起进行虚拟自拍——并不是独一无二的，但这一创新点确实吊起了年轻人的胃口。
然而，社交平台上“网红”应用软件品牌不在少数，“脸萌”“小咖秀”“旅行青蛙”等软件都曾火极一时，但事实证明，模式单一的系统并不能长久地留住用户，关键还需品牌不断推陈出新。在ZEPETO刷爆朋友圈的同时，却依旧被不少用户扣上了 “月抛应用”的帽子。有用户指出，ZEPETO的爆红让我们看到了“社交”结合“捏脸”功能、“游戏化”的市场，但用户猛增的同时也积累了一堆差评。从长远来考虑，“网红”品牌更应以创新提升用户体验，否则一旦出现强大的对手，极有可能成为他人的嫁衣。
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