The online live concert attracted 27 million viewers and 160 million likes, setting a record for the highest number of views of a single live broadcast of the video number live broadcast. Long before this, Xicheng Boy had exclusively entered the WeChat video account on December 12, and the concert warm-up short video released by it also received more than 100,000 likes.
△ From left: Douyin, QQ Music, NetEase Cloud Music
At that time, many fans still heard the West Side Boys for the first time through tape, and now it is the era of live streaming. The post-80s and post-90s in the circle of friends "team building" to remember youth, while listening to the songs that were familiar to the heart in their youth, while lamenting that people are no longer teenagers.
The WeChat video number also took this opportunity to finally have a bright performance in the fiercely competitive video track.
From live music streaming,
Would it be a good business?
The video number is a short video function that WeChat began to test in January 2020, and at first it was not online live broadcast, until October 2020, the video number began to test the open live broadcast function, which was opened in both directions with the public account, and also supported weChat small store live broadcast with goods.
At the end of last year, the revised WeChat updated 8 major functions around the video number, of which 5 major functions are closely related to the live broadcast business, including the video number live anchor terminal online beauty, filter, continuous wheat, mirroring and other functions; the live broadcast room online lottery tool; users can enter and book the live room through the video number content; open a channel to reward the anchor.
According to the "2021 China Online Audiovisual Development Research Report", the scale of online audiovisual users will continue to grow in 2020, with the highest use rate of short videos, at 88.3%. In the pan-audiovisual market scale, short video accounted for the largest and fastest growth, an increase of 57.5% year-on-year.
Therefore, it is not difficult to understand why WeChat should do video numbers. In the era of visual information dissemination, the rise of Douyin Kuaishou has seized traffic and user time. The video number is not only a supplement to the entire WeChat ecological function, but also an iteration of keeping up with the trend of short video.
At the beginning of this year, Zhang Xiaolong, senior vice president of Tencent and president of WeChat Business Group, delivered a keynote speech on "WeChat Decade of Product Thinking" in the "WeChat Night" of the Pro version of the 2021 WeChat Open Class.
In his speech, Zhang Xiaolong said that every day, 1.09 billion users open WeChat, 330 million users make video calls; 780 million users enter the circle of friends, 120 million users publish the circle of friends, including 670 million photos and 100 million short videos; 360 million users read public account articles, and 400 million users use mini programs.
Therefore, the video number born in the WeChat ecosystem comes with its own traffic foundation, but unlike other video platforms, the traffic of the video number is brought through the forwarding of friends, and in this private domain traffic pool, everyone's circle of friends can be connected through the video number.
The matching audience group + acquaintance social drainage has brought great heat and dissemination effect to the world's first live performance of West Side Boys. In addition, the pre-warm-up of the circle of friends advertisement before the live broadcast, and the spontaneous sharing of users to the circle of friends during the live broadcast, all of which played a role in expanding the volume of the live broadcast performance, and finally reached the surprise number of 27 million people watching.
According to the statistics of Baizhun Data, the gift income of this live concert is close to 300,000 yuan. It was also revealed that this live broadcast was a live broadcast launched by QQ Music and Xicheng Boys after signing a copyright cooperation, and the cost of this live broadcast was about 100,000 euros.
But regardless of whether the source of the information is true or not, from the perspective of the communication effect, this live broadcast is a steady business for both the video platform and the West Side Boys.
The WeChat ecosystem will also be in the music industry
What role do you play?
Over the years, the role of music in the WeChat ecosystem has been continuously amplified.
In the WeChat version 8.0.3, in the interface where the video number initiates the live broadcast, the bottom function bar includes three functions: screen, music, and goods. A button called "Add Music" has been added to Music.
There is also a "Use Original" button in the sharing function of the video content in the video number, click "Use The Original Sound" to add an original video to publish using the original sound of this video. With each iteration of WeChat, the function of video number music dissemination has been further improved, and music content has been better disseminated.
In addition to the updates in music functions, the WeChat video account also has many actions in terms of external cooperation.
In April this year, WeChat Video Account and QQ Music released the "Original Music Resonance Plan" to announce the official launch, which will unite the traffic of the dual platform and give a bigger stage for musicians who hope to gain world recognition with music.
In October this year, WeChat Video Account and Tencent Musicians released the "Same Frequency Plan", investing millions of cash pools and exclusive traffic support to encourage independent musicians to authorize songs and publish videos. While helping musicians earn income, it also helps them to "break the circle" in multiple dimensions.
Some time ago, WeChat video number and Modern Sky jointly launched an immersive online concert "Strawberry Ranger", from December 2, Chen Hongyu, Zuo Xiaozu, Wu tiao and other musicians will meet with fans on the video account.
The just-concluded Chen Hongyu online concert, the data is also very impressive, the cumulative number of views of a single live broadcast room reached 806,000.
For music content producers, in the WeChat ecosystem, they can more accurately find audience groups and users, and effectively promote them through "acquaintance socialization". For the market, a good competition and elimination mechanism is more conducive to the enrichment and screening of high-quality content.
Therefore, whether it is music promotion or new talent selection, the video number and the WeChat ecology behind it have played a very suitable role. Judging from the music features and music cooperation that the video number has now launched, it is nothing more than this.
If we say that the music-related functions in WeChat are constantly amplified, it is only the beginning of "music visualization" in WeChat. Then this live performance of Xicheng Boys is enough for everyone to re-recognize the value of WeChat ecology for music content.
Will video numbers become a new position for music promotion and monetization? For musicians and music companies, how to make good use of this tool, better play the role of musical works, and explore its greater dissemination power is the next step to focus on thinking.
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