微信公众平台下的自媒体时代青年艺术家的自我推广

杨 洋/Yang Yang

微信公众平台下的自媒体时代青年艺术家的自我推广

杨 洋/Yang Yang

随着移动互联网和智能手机的发展，以应用软件微信为依托，优质内容为基础，借助公众平台本身具备的诸多优势，微信自媒体营销推广方式迅速发展起来。不同于信息闭塞的年代，青年艺术家不再需要通过精心的策划和长期的准备以求“一夜成名”，艺术家们应当正视微信自媒体所带来的价值，并加以有效应用，使其成为推动自身发展和宣传的有利工具。

青年艺术家；自媒体；微信；朋友圈；公众号

“自媒体(We Media)”概念由美国学者谢因·波曼与克里斯·威理斯于2003年共同提出：“自媒体实现了普通市民通过数字科技与全球知识体系相联、提供和分享自己真实看法、发布自身新闻的途径。”自媒体时代的到来使得“受众”变成了“公众”和“传媒人”。这种交互媒体的特点是它打破了公域和私域的界限。“传媒使得公共事件成为‘经传媒的公共事件，’私人事件成为‘经传媒的私人事件。’传媒时代的公众未必要在公共事件发生时人人亲自到场见证，他们可以在家里或别的私人场所通过技术传递来获取信息。同样，私人的事件一经录制和播放，便广为传播，获得了一种并非私人的性质。”①

根据《第37次中国互联网络发展状况统计报告》（2016年1月22日）：“截至2015年12月，我国手机网民规模达6.20亿……网民中使用手机上网人群的占比由2014年85.8%提升至90.1%……”②自媒体逐渐从依托电脑平台的论坛、博客、空间转向了依托手机等移动设备的微博、微信等平台。自2014年以来微信的势头逐渐超过微博，成为自我推广的青年艺术家首选的自媒体平台。

一、“出道”：传统途径与自媒体时代的对比

传统的艺术家“出道”途径主要通过媒体和实体展览两个途径。例如20世纪80年代，由于资讯匮乏，《美术》杂志成为引领美术思潮的主流媒体。这样一本期刊，汇聚所有美术圈内人士的眼光。它的每一个角落都被分析了再分析，翻阅了再翻阅。在《美术》上发表一件作品或一篇文章，其影响力是不可言喻的。因此，杂志发表可以说是那个时代“出道”的重要渠道。

然而，随着改革开放的深化，通讯和大众媒体的发展，那个特殊的年代已经一去不复返。讯息爆炸的21世纪已经走过了十几年，人们告别了寻找信息的饥渴，转而学会拒绝大多数信息，以免把自己撑得太饱。这样的年代，别说在杂志上发表作品，即使是中央电视台报道，也很快就被新的讯息所冲淡了。虽然通过杂志发表出道也不是不可能，但是它所需要的就不仅仅是一件代表作，而是多个作品，多家杂志，持续性地反复发表。如此这般，才可能获得一定的关注度和影响力。

The concept of We Media was proposed by American scholars, Shayne Bowman and Chris Willis in 2003. “We Media makes the connection of ordinary people to the global knowledge hierarchy through digital technology possible and opens a channel for them to share their opinions and report their own news”. The arrival of We Media era turned“audiences” into “the public” and “media people”. The characteristic of such interactive media lies in that they break the bounds of public and private affairs. “The media turn public events into ‘public events via the media’ and private affairs into ‘private affairs via the media’. The public in the media era don’t have to witness them on site when public events happen. They may obtain information at home or in other private venues through technology transfer. In the same manner, private affairs, once recorded and played, are widely spread and get a non-personal nature.”1

According toThe 37thStatistical Report of Chinese Internet Development(Jan 22, 2016), “By December 2015, the number of Chinese mobile netizens reached 620 million, and the proportion of mobile netizens in all netizens increased from 85.8% in 2014 to 90.1%...”2We Media developed from forum, blog, space that rely on computer to Microblog and WeChat that rely on mobile and other mobile devices. Since 2014, WeChat has transcended Microblog and become the most preferred We-media platform for young artists’ self-promotion.

I. “Debut”: The Contrast Between Traditional Channels and We-media Era

The debut of traditional artists draws support mainly from the media and exhibitions. For example, in the 1980s, due to deficient information, the magazine,Art, became the mainstream media to lead artistic thoughts. This periodical gathered the attention of everyone in the circle of fine arts. Every piece of it has been repeatedly analyzed and assessed. Every work of art and every article published onArtpossesses incomparable influence. Therefore, magazine was a very important channel to debut in that age.

However, with the deepening of reform and opening up as well as the growth of communication and mass media, that special age was gone forever. The 21st century characterized by information explosion has been with us for over 10 years. People have said goodbye to the thirst for information and learned to say no to most of information to avoid being crammed with too much. In such an age, even a report on CCTV will soon be diluted by new information, let alone works published on a magazine. Although a debut on magazine is not impossible, it demands more than a piece of master work, but multiple works published on various magazines constantly. Only in this way, can it obtain certain attention and impact.

传统艺术家“出道”的另一个渠道是展览。全国美展、全国青年美展的获奖者在上个世纪也可以被看作是成功“出道”。除此以外，“85新潮时期”和20世纪90年代首批参加国际大展的艺术家也体验过一夜成名的奇迹。然而2008年泡沫破灭之后，艺术市场低迷，艺术发展逐渐回归理性。“一夜成名”已经越来越罕见了。艺术展览所吸引的关注度下降，想要通过一场展览或一件作品出道的可能性也下降了。艺术家往往需要通过累积的效应逐渐建立自己的影响力。同样也由于市场的低迷，支持展览的资金也相应减少，而成本极低的互联网推广成为了展览的有效补充。

大学生毕业就签约画廊，或者将毕业创作销售一空的比例，近年来也越来越少。更多的毕业生和刚毕业几年的大学生希望突出重围，获得更多机会。他们通过自媒体宣传推广自己，并且脚踏实地地步步为营是今天移动互联网时代的青年学子的有利手段。

二、微信推广的形式比较

青年艺术家个人进行的微信推广主要有两种形式：朋友圈和公众号。与面对面的交流和即时聊天相比，微信是一种滞后的交流工具。它作为一种即时聊天工具，相比于电话和网络视频，在留言式的交流方式中，每一个微小的滞后回答都会引起会话对方的心理反应，给会话双方保留一定空间，朋友圈就更是如此。

朋友圈发送方式包含自发发送信息和转发帖子。首先在自发形式中，最有效的是图片九连发加少量文字描述。一方面，这种图文并茂的方式最直观，图片比文字更易于瞬间传递信息，且更易于吸引眼球。因此单纯文字，自然比不上用图片抓住受众。另一方面，朋友在第一时间首先受到图片的直观吸引，然后进而注意到发送人所写的文字解说，从而快速、直观、充分地理解信息。其次，在转发信息中，主要涉及链接转发与视频转发。根据《第37次中国互联网络发展状况统计报告》（2016年1月22日），手机网民中使用3G/4G上网的比例是88.8%。③且上网费用通常根据手机上网流量计费，因此受流量费和上网加载速度的影响，链接帖被打开的几率低。链接帖是否被点开，很大程度上要取决于标题吸引人的程度。虽然链接帖左边也有小图标，但是那图标小到几乎产生不了多少作用。因此，链接帖可以说是标题党的天下。另一个比较耗流量的是小视频，它和链接帖一样属于并不直观且耗流量的东西。面对视频信息，大部分受众只会在十分感兴趣时打开观看。只有10%的人不在乎3G条件和WIFI条件，想看就看。④从流量的角度分析，最不耗流量的当然是文字。但是文字的吸引力差，因此取舍平衡，传播效率最高的是图片加文字直接发送的信息。

微信的另一种传播形式是公众号。公众号分订阅号和服务号，艺术家自己建立的通常是订阅号。有了订阅号，艺术家就可以自己编辑类似一篇文章的完整帖子。这样的链接帖相比图片加文字的直接发送更加完整，显得更加专业，更加正式。公众号的另一个优点是较高的到达率，公众号发送的每一个帖子都能100%到达订阅人手中。比起朋友圈的不断刷屏，公众号中的帖子会静静地躺在那里，直到订阅人点开，图标右上角的红标才会消失。但是公众号想要获得关注何其困难，只有对你关注度极高的藏家、画廊、经纪人、客户、策展人、家人，才有可能主动或者在你的劝说下加以关注。然而，建立公众号更首要的目的是吸引核心交际圈外的朋友，而这些朋友很难加关注。要想辐射到这些人，只有通过反复地将公众平台中的原创链接帖发布到朋友圈，再吸引别人来主动添加公众号，这个过程可以说是漫长而艰难的。所以，公众号的有效宣传还是在于将帖子转发到朋友圈供朋友阅读和再转发，以此来吸引更多人关注该公众号。

The other channel for traditional artists’ debut is exhibition. The prizewinners at national fine arts exhibitions and national youth fine arts exhibitions were seen as successful debut in the last century. Besides, artists of ’85 New Wave and the first group of artists who took part in international exhibitions in the 1990s also experienced becoming famous overnight. However, in 2008 after the bursting of bubbles, the art market went through a downturn, and the artistic development returned to be rational. Becoming famous overnight is rarer and rarer. Art exhibitions attract less and less attention. There is less and less possibility of rising to fame through a single exhibition or a piece of artwork. Artists can only build up their impact by means of accumulation. Likewise, because of market downturn, the funds used to sponsor exhibitions are reduced. The extremely low-cost Internet promotion has became an effective supplement of exhibitions.

In recent years, there are fewer and fewer cases that university graduates sign contracts with galleries right after graduation or sell out all their graduation creations. More graduates and those young people who just stepped out of university gates a couple of years ago wish to get through the close siege and win more opportunities. They promote themselves through We media, come down to earth, and consolidate at every step. They set great examples for youngsters in this age of mobile Internet.

II. Comparison of WeChat Promotion Modes

WeChat promotion of young artists mainly depends on Moments and official accounts. Compared with person-to-person communication and instant messaging, WeChat is a hysteretic communication tool. As an instant messenger, compared to telephone and online video, it reserves space for both parties of the conversation. In the message-like communication mode, every tiny hysteretic reply may cause psychic reaction in the other party of the conversation. Moments of WeChat is even more so.

The posting on Moments includes sending and forwarding. First, in sending, the most effective way is posting nine photos with some text description. On the one hand, such an illustrated mode is very visual. Compared to text, pictures, eye-catching, transfer information faster. Therefore, pure text is disadvantageous. On the other hand, friends, attracted to pictures at the first sight, come to notice the text description and then understand the information in a fast, visual and sufficient way. Second, forwarding involves link forwarding and video forwarding. According toThe 37thStatistical Report of Chinese Internet Development(Jan 22, 2016), the proportion of mobile netizens using 3G/4G is 88.8%.3Moreover, the expenses of surfing the Internet is calculated by cellphone traffic. Therefore, due to the limit of cellphone traffic and loading rate, the probability of links being opened is quite low. The opening of links depends on the attraction of titles. Though there is always a small icon on the left of the link, it makes less difference. For this reason, title attractors dominate links. Another cellphone traffic consuming thing is“sight” (small videos), which is not visual but traffic consuming like links. Most audiences only open sights when they are really attracted. Only 10% of audiences open them without considering they are under 3G or WIFI and watch if they want.4The least traffic consuming is text which is least attractive though. Therefore, the most efficient posting requires pictures plus text.

Another communication mode about WeChat is official accounts, which include subscription accounts and service accounts. Artists usually use subscription accounts. With subscription accounts, artists can edit a complete post like an article. Such a link, compared to the posting of pictures plus text, seems more complete and professional, even more formal. Another advantage of official accounts is high arrival rate. Every post can arrive at its subscribers without exception. Compared to the overflow of Moments, posts of official accounts just stay there until subscribers open them and the red dots to the right of small icons will disappear. However, it is so difficult for an official account to be subscribed. Only those collectors, galleries, agents, clients, curators and family members who pay close attention to you may follow your account. Nevertheless, the primary objective of building an official account is to attract people outside the core social circle, and it’s difficult for these people to follow you. To expand your influence to these people, you have to keep sharing on Moments your posts published on subscription account to attract people to follow you. This can be a very long and difficult process. In a word, effective promotion of official accounts lies in the forwarding of posts on Moments for your friends to open, read and forward again to attract more people to follow.

三、成功案例分析

对于公众号，青年艺术家自我推广的成功案例是“顾爷”。顾爷，80后，本名顾孟劼，青年漫画家。他的帖子阅读量以万计。“顾爷”公众号的账号主体早已从自己的自媒体跃升为上海古野文化传播有限公司公众号。“顾爷”已经从单枪匹马的自我营销推广转型成为由专业策划人员进行整合包装的品牌营销。顾爷活跃在微信、微博和传统纸质媒体。他于2012年开通微博，截至2016年4月20日粉丝达到955642人。2014年他出版了热销书《小顾聊绘画》。通过几个方面的合力，“顾爷”的公众号已经通过插入广告盈利。

“顾爷”公众号有几点值得我们学习。

第一，粉丝一旦关注过公众号后，便会收到一段来自公众号的28秒欢迎语录音。听到网络偶像的声音，仿佛偶像在和你交谈，亲切感比一段文字的热烈欢迎与感谢强太多。

第二，它受到热捧的最重要的原因是它的文章大多是趣味帖。专业人士也许很难看完，因为内容实在无聊，文章实在没有笑点。但是对于普通大众却是特别成功的文案。例如，被称为神级文案的《梵高为什么会自杀？》。帖子95%的时间在给你讲梵高是怎样一个心思缜密地策划一炮走红的艺术家，当观众觉得梵高的计划正要实现的时候，梵高突然自杀了。而自杀的原因是穷，因为没有支付宝，于是支付宝的广告就成功地被植入。虽然专业人士也许会指出这个文案的前提条件就错了，但普通观众对梵高虽耳熟能详，却不了解这个传奇人物的身世，于是听着跌宕起伏的叙述，像看电影一样娱乐。

第三，“顾爷”帖子的版式编排也特别巧妙。首先从版头来看，主要由标题、艺术家个人LOGO、图片构成，其内容为单张图片排版，保留了传统公众号一目了然的标题优势。其次，区别于一般公众号版式，顾爷公众号使用其他平台排版，再以图片的形式导入公众号，好处就是摆脱了公众号平台固定的文字编辑模式，更加自由、生动、活泼地根据内容需要设计版面。最后就是文章图文并茂，没有过多的缀饰，使文章传播性更强。

四、微信推广实际操作

如何事半功倍地推广是大家最关心的话题。首先，发布时间很关键。从宏观时间来说，发布话题需要贴近时令。例如，每年3月发一些女性题材艺术，或关于女艺术家的帖子；6月发布各大美院毕业展的帖子，年末发一些艺术品营销类的帖子，等等。对于突发事件，抓住热点问题，针对性强，也可以增加受关注度。例如扎哈·哈迪德（Zaha Hadid）死亡事件。扎哈女士2016年3月31日死亡，此事件迅速在微信朋友圈被刷屏。在她死亡后72小时内，微信朋友圈中一共有22篇关于她死亡事件的帖子。其中阅读量最大的是《Zaha Hadid：今天就让创作休息，梦想的宽度停止》，由公众号“iWeekly周末画报”发表。截止到4月3日凌晨00：09分阅读量是43381；另一篇由艺术类媒体“artable艺伯乐”发布的《为伟大的建筑师哀悼 Zaha Hadid》的阅读量达到41082。而前后其他4篇帖子与之形成对比，其平均阅读量为738次，浮动于600多到800多之间。可见，热点问题对于提升帖子阅读量至关重要。

从微观时间而言，对于朋友圈，每天发帖时间点也至关重要。因为朋友圈是不断刷新的动态平台，因此，发布时间和信息的曝光率息息相关。四川美术学院周莹博士所做《微美学调查问卷》显示，睡前看微信几乎占了压倒性的优势：80%！⑤而中国平均入睡的时间是晚上12点半。那么00：00左右发帖最适合。不仅睡前看微信的人多，而且早上被看到的几率也高。因为入睡以后，发帖的人就少了。早晨起床朋友只需要滑动几个帖子，就能发现昨天00：00左右发的帖子。有32%的受调查者表明，会在早上起床的时候看微信。因此在这个时间段发帖，帖子可以同时被两个时间段的读者看到。除此之外，还有几个时间段值得注意，那就是早晚上下班高峰时段。在车站等车和乘车的过程中也是读者用微信、微博打发无聊时间的高峰。受调查人中的54%选择了“坐车时看”。

III. Analysis of Successful Cases

In terms of official accounts, a successful self-p romotion case of young artists is Grandpagu, who was born in the 1980s. His autonym is Gu Mengjie. He is a young cartoonist. Each of his posts has over 10,000 readers. His subscription account has grown from his own We-media to the official account of Shanghai Guye Culture Communication Co., Ltd. Grandpagu has transformed from self marketing into brand marketing by professional planners. Grandpagu is very active on WeChat, Microblog and traditional paper media. He registered a Microblog account in 2012, and by Apr. 20, 2016, the number of followers had reached 955,642. In 2014, he published a bestseller,Young Gu Talks about Painting. Through the efforts of several aspects, the official account of Grandpagu started to make profits from commercials.

We can learn from Grandpagu from the following aspects.

First, a follower will receive a welcome audio of 28 seconds long once he starts to follow the official account. The celebrity’s voice makes his followers feel close to him. Voice weighs much more than cold text.

Second, the most important reason the account got popular is that most of the posts are interesting. Professionals may find the posts very boring and meaningless. However, the general public regard them successful copywriting. The great example is the post namedHow come Van Gogh killed himself. 95% of the post is about how Van Gogh planned to be a famous artist with careful planning, but when audiences think Van Gogh’s plan was about to be realized, he committed suicide, and the reason is he was too poor to have a Alipay account. In this way, the commercial of Alipay is implanted. Professionals may point out that the copywriting is rooted on a wrong fact, but the general public don’t know well about such a legendary artist. They are amused by the ups and downs of the narration in the post just like watching a dramatic film.

Third, the format arrangement of Grandpagu’s posts is rather ingenious. Firstly, the heading is constituted of title, artist’s logo and picture composition. A single picture retains the open-and-shut advantage of traditional headings. Secondly, different from common official account format, Grandpagu’s account uses another platform for formatting and then leads in with pictures. The advantage is its freeing from the regular text editing mode of official accounts and designing format in a freer, more active and vivid manner according to the needs of the theme. Finally, Grandpagu’s posts are characterized by illustration without too much decoration, which makes them easier to be spread.

IV. Actual Operation of WeChat Promotion

It is people’s common concern how to achieve their aim of promotion more effectively with less effort. First, the time of posting is crucial. From the macroscopic perspective, the topic of a post has to be timely. For example, to post about the female subject or female artists in March, about the graduation exhibitions of colleges of fine arts in June, and about the marketing of artistic works at the end of a year, etc. To talk about the key points of breaking news can raise popularity as well, such as the death of Zaha Hadid. The news that Ms. Hadid died on March 31, 2016 was widely spread on Moments. Within 72 hours after her death, there were 22 posts about her death on Moments, and the most read one wasZaha Hadid: Today let creation off and the extension of dreams cease, posted by the official account of iWeekly. By 00:09, April 3, the reading quantity was 43,381; another post namedMourn Zaha Hadid, a Great Architect, posted by artable, an artistic medium, had a reading quantity of 41,082. Four other posts had an average reading quantity ranging from 600 to 800. It is thus clear that hot topics are crucial for raising reading quantity.

From the perspective of microtime, the posting time of each day is important also. Moments is a dynamic platform refreshed continuously, so the posting time is closely related to information exposure rate. According to theMicroaesthetics Questionnaireby Doctor Zhou Ying from Sichuan Fine Arts Institute, 80% of people check out their WeChat before going to sleep.5The average time of going to sleep is 12:30 p.m. for most Chinese people. Then to post around 00:00 a.m. is the most ideal. Posts will be read not only by those who are used to checking official accounts before bed but also by those who are used to checking in the morning. Because after the midnight, few official accounts have new posts. In the morning, after getting up, you just scroll down several posts and see those posted around 00:00 a.m. 32% of interviewees

indicate that they have the habit of checking WeChat in the morning after getting up. So posting around 00:00 a.m. makes it possible for readers of two periods to notice. In addition, several other periods are noteworthy, such as commuting rush hours. People tend to check out WeChat or Microblog to kill time when they are waiting for or taking bus or subway. 54% of interviewees choose the period of taking bus or subway.

其次，帖子阅读时长同样至关重要。根据周莹所做《微美学调查问卷》，53%的受调查者表明他们阅读一篇微信文章的时间约为2-5分钟左右，而仅有6%的人会花10分钟以上去看一篇文章。因此在做帖子时，要将阅读时间控制在2-5分钟为最佳。虽然艺术家在推广自己的公众号时无法做到全发趣味帖，但是发帖形式也应该多样化。

最后，公众号或朋友圈的发帖周期也至关重要。艺术家进行艺术创作速度通常不尽相同，也许一天几件，也许一年才一件。但是公众号要维持一定量的客户，一周一帖是比较合适的。尽管许多艺术家无法做到一周出一次作品，但在新作品出来的间隔时间中艺术家也应该发帖维系客户。在各种帖子中，趣味帖受欢迎度最高，艺术家最好原创趣味帖，如果知识面达不到，转载趣味帖也比沉默不发帖好。另一种可取的就是对艺术家自身创作有学术支撑的理论帖。在发理论帖时艺术家可以将自己的创作图片插入理论帖中，文图相得益彰。需要注意的是，理论帖要特别注意阅读时间，最好不要超过5分钟，且不可以几期连续发，应当和轻松的趣味帖间隔发表。

面对今天行业内日益激烈的竞争，艺术市场的持续低迷，青年艺术家艰难前行。十年前美院毕业生一毕业就能签画廊或者销售掉毕业创作，相比之下，今天的青年艺术家等待别人来包装自己这个过程是何其漫长。青年艺术家运用自媒体发出自己的声音，是切实可行的突围方式。

The duration of reading a post is equally important. According to theMicroaesthetics Questionnaireby Zhou Ying, 53% of interviewees indicate that they spend 2-5 minutes finishing reading a post; only 6% of interviewees spend over 10 minutes reading. Therefore, to control the length of a post and ensure readers can finish reading it within 2-5 minutes is necessary. Although artists cannot guarantee that each post is interesting enough, the posting form should be varied.

Last but not the least, the frequency of posting on Moments or official accounts is rather important as well. The productivity of artists varies from artist to artist, perhaps several works a day, or one work per year. However, to retain followers, one post a week is relatively ideal. Although many artists can’t guarantee that, to post and retain followers before new works come out is a must. Among all posts, the most popular is interesting posts, so artists had better create original and interesting posts. If their knowledge is limited, forwarding is better than keeping silent. Another type of posts is those theoretical ones that can provide academic support to artists’ creation. Artists can paste pictures of their creation on the posts so that they can complement each other. One thing that is worth attention is artists should make sure that followers can finish reading the theoretical posts within 5 minutes. Theoretical posts and interesting posts should be published alternately.

Facing up the competition in the industry and the constant depression of the art market, young artists proceed in hardship. Ten years ago, once a student of a college of fine arts graduated, he could sign a contract with a gallery or sell his graduation creation. By contrast, current young artists have to wait long enough for their talent scouts. Using Wemedia to make their voice heard is a feasible way of breakthrough.

注释：

①徐贲：《传媒公众和公共事件参与》，《领导文萃》2005年第6期。

②《第35次中国互联网络发展状况统计报告》， http://www.cnnic. net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201502/t20150203_51634.htm。

③同上。

④《微美学调查问卷》为2015年四川美术学院科研重点项目：微美学——移动互联网平台的艺术（项目编号15ky02）调查问卷，该项目由四川美术学院教师周莹博士主持，受访人为四川美术学院本科生。

⑤同上。

Notes:

1Xu Ben: “Media, the Public, and Participation into Public Events”,Leadership Digest, Issue 6, 2005.

2“The 35th Statistical Report on China Internet Development”, http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201502/ t20150203_51634.htm.

3Ibid.

4“Questionnaire of Micro-aesthetics”, a major project of scientific research of Sichuan Fine Arts Institute of 2015, titled Micro-aesthetics: Art of Mobile Internet Platform (Project No.: 15ky02), hosted by Dr. Zhou Ying, a teacher from the institute, with the undergraduates of the institute as interviewees.

5 Ibid.

[1]老妖. 如何做好微信营销方案[J]. 企业家信息，2015（6）：80-82.

[2]李雷.“微时代”的文艺生产与审美接受[J]. 社会科学辑刊，2015（4）：138－143. [3]李蓝天.浅析时尚杂志的微信传播方式[J]. 南京理工大学学报，2013（37·增刊)：263－264.

[4]杨佳宜.微信世界的“理想国”——广西师大出版社微信营销策略[J]. 西部广播电视，2013（16)：15-16.

该论文来源为2015年四川美术学院科研重点项目：微美学——移动互联网平台的艺术（项目编号15ky02）

杨 洋：四川美术学院讲师

References:

[1]Lao Yao. How Can You Make a Good WeChat Marketing Program [J]. Entrepreneur Information, 2015 (6): 80-82.

[2] Li Lei. Literature and Art Production and Aesthetics Acceptance in “WeChat Age” [J]. Social Science Journal, 2015 (4): 138-143.

[3] Li Lantian. Analysis of WeChat Transmission Mode of Fashion Magazines [J]. Journal of Nanjing University of Science and Technology, 2013 (supplement to Issue 37): 263-264.

[4] Yang Jiayi. “Utopia” in the World of WeChat-WeChat Marketing Strategy of Guangxi Normal University Press [J]. Radio and TV of West, 2013 (16): 15-16.

The source of this paper is a major project of scientific research of Sichuan Fine Arts Institute of 2015, titled Micro-aesthetics: Art of Mobile Internet Platform (Project No.: 15ky02).

Yang Yang: lecturer at Sichuan Fine Arts Institute

Self-Promotion of Young Artists on the WeChat Public Platform in the We-media Era

Along with the development of the Internet and smart phone, relying on the application software of WeChat, taking premium content as the foundation, and taking advantage of public platform, WeChat promotion has developed in a speedy manner. Different from the era of inaccessible information, young artists need no longer careful planning and long-term preparation to rise to fame overnight. Artists should consider the value of the We-media and apply it effectively so as to let WeChat grow into a useful tool of their development and publicity.

young artists; We-media; WeChat; the Moments; official accounts