Snapchat将推出Bitmoji TV,一个个性化的卡通节目-TechCrunch
Snapchat will launch Bitmoji TV, a personalized cartoon show – TechCrunch
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2020-01-03 13:15
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Snapchat's most popular yet under-exploited feature is finally getting the spotlight in 2020. Starting in February with a global release, your customizable Bitmoji avatar will become the star of a full-motion cartoon series called Bitmoji TV. It's a massive evolution for Bitmoji beyond the chat stickers and comic strip-style Stories, where they were being squandered to date.

快拍最受欢迎但开发不足的功能终于在2020年成为人们关注的焦点。从2月份开始,随着全球发行,你可以定制的Bitmoji化身将成为一部名为Bitmoji TV的动画片系列的明星。这对Bitmoji来说是一个巨大的进化,它超越了聊天贴纸和连环画风格的故事,这些故事到目前为止都被浪费掉了。

Creating original in-house shows for its Discover section that can't be copied could help Snapchat differentiate from the plethora of short-form video platforms out there, ranging from YouTube to Facebook Watch to TikTok. Bitmoji TV could also up the quality of Discover, which still feels like a tabloid magazine rack full of scantily clad women, gross-out imagery and other shocking content merely meant to catch the eye and draw a click.

为其无法复制的“发现”部分创建原创的内部节目,可以帮助快拍区别于从YouTube到facebook Watch到tiktok等众多的短格式视频平台。比特莫吉电视还可以提高“探索”的质量,“探索”的感觉仍然像一家小报杂志的架子,里面摆满了衣衫褴褛的女人,粗俗的图像和其他令人震惊的内容只是为了吸引眼球和吸引点击。

With Bitmoji TV, your avatar and those of your friends will appear in regularly scheduled adventures ranging from playing the crew of Star Treky spaceships to being secret agents to falling in love with robots or becoming zombies. The trailer Snapchat released previews an animation style reminiscent of Netflix's Big Mouth.

有了Bitmoji电视,你和你朋友的化身将出现在定期安排的冒险中,从扮演星际迷航飞船的船员到做特务,到爱上机器人或变成僵尸。Snapchat发布的预告片展示了一种让人想起Netflix的“大嘴巴”的动画风格。

TechCrunch asked Snap for more details, including how long episodes will be, how often they'll be released, whether they'll include ads and if the company acquired anyone or brought on famous talent to produce the series. A Snap spokesperson declined to provide more details, but sent over this statement: “Bitmoji TV isn't available in your network yet, but stay tuned for the global premiere soon!”

TechCrunch要求提供更多细节,包括剧集的长度、发行频率、是否包含广告,以及该公司是否收购了任何人或吸引了著名人才来制作该系列。Snap发言人拒绝提供更多细节,但发送了这份声明:“Bitmoji TV还没有在您的网络上,但请继续关注全球首映!”

The Snapchat Show page for Bitmoji TV notes it is coming in February 2020. Users can visit here on mobile to subscribe to Bitmoji TV so it shows up prominently on their Discover page, or turn on notifications about its new content.

Bitmoji电视台的Snapchat ShowShow页面指出,它将于2020年2月发布。用户可以通过手机访问这里,订阅Bitmoji TV,从而在他们的发现页面上显着地显示出来,或者打开有关其新内容的通知。

Snap realizes Bitmoji's value

Snap实现Bitmoji的价值

Snap has had a tough few years, as many of its core features have been ruthlessly copied by the Facebook family of apps. Instagram Stories killed Snap's growth for years, and effectively stole the broadcast medium from its inventor. Facebook also ramped up it augmented reality selfie filters, added more ephemeral messaging features and launched Watch as a competitor to Snapchat Discover.

Snap经历了几年的艰难岁月,因为它的许多核心功能都被Facebook家族的应用程序无情地复制了。Instagram的故事多年来扼杀了Snap的增长,并从它的发明者那里有效地窃取了广播媒体。Facebook还加大了增强现实自拍过滤器的力度,增加了更多短暂的消息传递功能,并推出了Watch作为Snapchat Discoverer的竞争对手。

Two years ago I wrote that Facebook was crazy not to be competing with Bitmoji too. Six months later we were first to report Facebook Avatars was in the works, and this year they launched as Messenger chat stickers in Australia, with plans for a global release in 2019 or early 2020. But Facebook's slow movement here, Google's half-assed entry and Twitter's lack of an attempt have given Snapchat's Bitmoji a massive head start. And now Snap is finally leveraging it.

两年前,我写道,Facebook也疯狂地不与Bitmoji竞争。六个月后,我们第一次报道Facebook的化身正在开发中,今年他们在澳大利亚推出了Messenger聊天贴纸,并计划在2019年或2020年初在全球发布。但是facebook在这里的缓慢移动,谷歌的半途而废,以及twitter的缺乏尝试,使得Snapchat的Bitmoji有了一个巨大的开端。现在Snap终于开始利用它了。

“TV” is actually a return to Bitmoji's roots. The startup Bitstrips originally offered an app for customizing the face, hair, clothes and more of your avatar and then creating comic strips for them to appear in. Snap acquired Bitstrips back in 2016 for just $64.2 million — a steal not far off from Facebook snatching Instagram for less than a billion. The standalone Bitmoji app blew up as soon as Snapchat began offering the avatars as chat stickers. It had more than 330 million downloads as of April, according to Sensor Tower, despite Snapchat now letting you create your avatar in its main app.

“电视”实际上是对Bitmoji根源的回归。这家初创公司最初提供了一个应用程序,可以定制你的脸、头发、衣服和更多的头像,然后制作漫画,让它们出现在上面。Snap在2016年以6,420万美元的价格收购了Bitlets,这与Facebook以不到10亿美元的价格抢夺Instagram不相上下。这款独立的Bitmoji应用程序在Snapchat开始提供这些化身作为聊天贴纸时就爆炸了。据传感器塔(SensorTower)称,截至4月份,它的下载量超过3.3亿次,尽管Snapchat现在允许你在其主要应用程序中创建自己的化身。

Eventually, Snap began expanding Bitmoji's uses. In 2017, Bitmoji went 3D and you could start overlaying them as augmented reality characters on your Snaps. The next year Snap improved their graphics, then launched the Snap Kit developer platform and Bitmoji Kit. This allows apps to build atop Snapchat login and use your Bitmoji as a profile pic. Soon they were appearing as Fitbit smartwatch faces, alongside your Venmo transaction, and on Snapchat-sold merchandise, from t-shirts to mugs. It's part of a wise strategy to beat copycats by allowing allies to use the real thing rather than building their own knock-off. That's fueled the “Snapback” comeback, which has seen Snap's share price climb out of the gutter, from $5.79 at the start of 2019 to $16.09 now.

最终,Snap开始扩大Bitmoji的用途。2017年,Bitmoji实现了3D,你可以在你的快照上把它们作为增强现实的角色进行叠加。第二年,Snap改进了他们的图形,然后推出了SnapKit开发平台和BitmojiKit。这允许应用程序在Snapchat登录上构建,并使用Bitmoji作为配置文件图片。很快,他们就出现在Fitbit智能手表的面孔上,伴随着你的Venmo交易,以及Snapchat销售的商品,从t恤到杯子。这是一个明智的战略的一部分,通过允许盟友使用真实的东西来击败模仿者,而不是建立他们自己的仿冒。这推动了“快速复苏”的卷土重来,Snap的股价从2019年年初的5.79美元攀升到现在的16.09美元。

One of Snap's smartest innovations was Bitmoji Stories — the ancestor to Bitmoji TV. These daily Stories let you tap frame-by-frame through short comic strip-style interactions starring your avatar. Occasionally Bitmoji Stories would include rudimentary animation, but most frames were still images with text bubbles. Bitmoji could once again drive a narrative, rather than just being a communication tool. Still, they seem underutilized.

Snap最聪明的创新之一是Bitmoji故事--Bitmoji TV的始祖。这些日常故事让你通过短短的连环画风格的互动,你的化身主演一帧一帧。有时Bitmoji故事会包括基本的动画,但大多数帧仍然是带有文本气泡的图像。比莫吉可以再次推动一种叙事,而不仅仅是一种交流工具。尽管如此,它们似乎还没有得到充分利用。

In 2019, Snapchat wised up. Bitmoji have become nearly ubiquitous amongst teens and Snapchat's 210 million daily users. They're the Google or Kleenex of cartoonish personalized avatars. Their goofy nature is also a perfect fit for Snapchat, and a reason they're tough for stiffer and older tech giants to convincingly copy.

在2019年,Snapchat恢复了活力。在青少年和Snapchat每天2.1亿用户中,Bitmoji几乎无处不在。他们是卡通个性化化身的谷歌(Google)或纸巾(Kleenex)。他们愚蠢的天性也非常适合Snapchat,这也是他们难以令人信服地模仿更强硬、更老的科技巨头的原因之一。

In April, Snap announced its new games platform inside its messaging feature that let you play as your Bitmoji against friends' avatars in games ranging from Mario Party ripoff Bitmoji Party to tennis, shoot-em ups and cooking competitions. Snap injects ads into the games, making Bitmoji key to its efforts to monetize its central messaging use case. Last month it launched custom and branded clothing for Bitmoji, which could open opportunities to earn money selling premium outfits or showing off brand sponsorships.

今年4月,Snap在其消息传递功能中发布了新的游戏平台,允许你在从马里奥党(Mario Party Rpoff Bitmoji Party)到网球、射击和烹饪比赛等游戏中,扮演你的Bitmoji,与朋友的化身对抗。Snap向游戏中注入广告,使Bitmoji成为其将中央消息用例货币化的关键。上个月,该公司为Bitmoji推出了定制服装和品牌服装,这将为出售高档服装或展示品牌赞助提供赚钱机会。


 

To truly take advantage of Bitmoji's unique popularity, though, Snap needed to build longer-form experiences with the avatars at the center. Stickers and Stories and games were fun, but none felt like must-see content. With Bitmoji TV, Snap may have found a way to get users to drag their friends into the app. Because everyone sees their own Bitmoji as the star, the cartoons could be more compelling than ones with impersonal characters you might find elsewhere around the web.

然而,要想真正利用Bitmoji独特的人气,Snap需要与中心的化身建立更长的体验。贴纸、故事和游戏都很有趣,但没有一种感觉像必胜的内容。有了Bitmoji TV,Snap可能找到了一种让用户把他们的朋友拖进应用程序的方法。因为每个人都把自己的Bitmoji视为明星,所以这些漫画可能比你在网上其他地方找到的那些没有人情味的人物更具吸引力。

But Bitmoji TV's success will depend largely on the quality of the writing. If your avatar is constantly getting into funny, meme-worthy situations, you'll keep coming back to watch. But Snap's teen audience has a keen nose for inauthentic bullsh*t. If the Shows feel forced, too childish or boring, Bitmoji TV will flop. Snap would be savvy to invest in great Hollywood talent to produce the episodes.

但BitmojiTV的成功将在很大程度上取决于作品的质量。如果你的化身不断地进入有趣的,模因值得的情况,你会继续回来观看。但是,Snap的青少年观众对不真实的废话有着敏锐的嗅觉。如果这些节目感觉很勉强,太孩子气或者无聊,Bitmoji电视就会失败。Snap将精明地投资于伟大的好莱坞人才来制作这些剧集。

High-quality Bitmoji TV shorts could rescue Snapchat Discover from its own mediocrity. There are a few strong brands like ESPN SportsCenter on the platform, and Snap has several original Shows with more than 25 million unique viewers. It's also greenlit additional seasons of Shows like “Dead Girls Detective Agency” and new biopic clips from Serena Williams and Arnold Schwarzenegger. Still, a scroll through the Discover and Shows sections reveals plenty of trashy clickbait that surely scares away premium advertisers.

高质量的Bitmoji电视短片可以拯救Snapchat发现自己的平庸。在这个平台上有几个强大的品牌,比如ESPN体育中心,Snap有几个原创节目,拥有超过2500万的独特观众。它也是绿色的额外的几季的节目,如“死亡女孩侦探机构”和新的传记片剪辑来自Serena Williams和Arnold Schwarzenegger。尽管如此,一个滚动的发现和显示部分揭示了大量无用的点击诱饵,肯定会吓走高端广告商。

Bitmoji TV could offer video that's not only fun and snackable, but out of reach for competitors who don't have a scaled avatar platform of their own. As with the recent launch of Snapchat Cameos, the company has realized that the most addictive experiences center on its users' own faces. Snapchat turned the selfie into the future of communication. Bitmoji TV could make an animated recreation of your selfie into the future of content.

比特莫吉电视可以提供视频,这不仅是有趣的和可吃的,但对于那些没有自己的规模的阿凡达平台的竞争者来说是遥不可及的。与最近推出的Snapchat Cameos一样,该公司也意识到,最令人上瘾的体验集中在用户自己的脸上。Snapchat把自拍变成了交流的未来。比特莫吉电视可以使你的自拍动画娱乐未来的内容。

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