On January 15, 2022, the 2022 YY Live Broadcast Guild Ecological Conference with the theme of "Diversified Empowerment, Breaking the Cocoon and Pursuing Innovation" was held in Guangzhou.
Audiovisual Observation was honored to be invited to participate in this meeting, which YY announced 4 blockbuster "plans" for 2022, which will comprehensively support the guild from content and ecology. Next, Audiovisual Observation will explain the content of the conference in detail.
"Meta-gathering symbiosis" to upgrade support
Four types of core ecological cooperation and win-win cooperation
The so-called "yuanju symbiosis" plan is an upgraded version of the "billion subsidies + 100 billion traffic" plan in 2021, and many guilds and anchors in 2021 are aware of this, which is the basis for cash and flow support for guilds and anchors.
The core of the 2022 "Yuanju Symbiosis" plan: refined operation, regional management, service upgrades, and cash concessions.
First of all, the guild is operated hierarchically, and customized support is carried out according to the different abilities and attributes of the guild.
The cold start support for the new guild assists in benign operations to pull new retention, and the training guild imparts professional knowledge to help it quickly integrate into the YY ecology; for the waist guild, it focuses on the anchor and guild growth link to help the guild complete the promotion; for the head guild, it will provide more possibilities for monetization and help the guild to achieve income diversification.
Second: YY Live will take regional operation as the focus of breakthrough in the future, combine the characteristics of the city and the advantages of local resources, and create a personalized live broadcast form, so as to quickly integrate the resources of the whole industry chain of urban live broadcasting and provide integrated solutions.
In 2022, the YY Live Broadcasting Regional Center plans to expand regional operation centers in the whole country, including: Central China, East China (Hangzhou/Hefei), Northwest China, North China, South China, Northeast China, Southwest (Chengdu/Chongqing) and other regional operation centers, covering the live broadcasting market in an all-round way with satellite bases and service provider models.
YY Live will link up with local producers to provide content support, open up all channels of local resources, and localize and operate exclusive traffic to solve traffic problems. In this way, it helps the guild to grow, so that the guild size is doubled and the revenue is doubled.
Third: In 2022, YY Live will further optimize the services for anchors and guilds to achieve better collaboration between guilds, anchors and platforms.
For the guild, optimize the guild level and resource structure, clarify the development direction of the guild and rationally allocate resources, help improve the anchor start rate, empower the health score of the gold medal guild, enhance the rights and interests of the gold medal guild, optimize the background of the guild management center, improve the efficiency of the guild operation, provide the guild with activity release tools, and empower the guild to hold activities independently.
For anchors, it will open the commercialization model of gold medal artists, link Baidu's rich commercial resources, expand the anchor monetization channel, and drive the growth of guild revenue. In addition, YY Live will also build a anchor level rights and interests system, improve the growth path of anchors, reduce the burden of guild training, provide exclusive service financial guidance, public welfare project empowerment, VIP exclusive customer service, live broadcast technical services, content security guidance, etc., to reduce the pressure on guild operation and management.
Finally, in terms of cash and resource support, YY will continue to invest in the recruitment of new anchors in 2022, improve the category coverage and profit model of recruitment, and will also add a new cycle support package.
In terms of new anchor support, the highest 70% ultra-high blue diamond reward, the guarantee coverage of all categories of anchors, the long cycle to undertake new elongation, the signing fee support to recruit super excellent anchors.
In terms of guild tasks, in addition to continuing the coverage of 2021 in terms of flow and broadcast rate, we will also build a more targeted task system and make targeted incentives for different task types. Strengthen guild incentives, improve the guild operation model, and promote the overall improvement of revenue and broadcasting.
"Three Elements" upgrade plan
Renew your content and empower growth
The conference mentioned that in the future, YY is an important participant in Baidu's mobile content ecology, and both guilds and platforms must break the comfort zone and provide better content. Therefore, YY Live proposed three major upgrade plans for content.
1 "Face Selection Plan": Multi-value upgrade, giving a new look.
In 2022, YY Live will focus on creating anchors in the face value category, launching the "Face Selection Plan", through the amplification of the anchor's appearance + personal characteristics, integrating the value of the anchor into other categories, creating a differentiated benchmark anchor, and is expected to cultivate 500 high-value anchors throughout the year.
YY8.0 revision, horizontal screen scenes become vertical screen HD transformation, coupled with differentiated theme scene transformation, Blu-ray, virtual background and other technologies to promote the renewal of guild equipment, so that the image of the anchor is clearer, triggering the emergence of the anchor.
2022 "Yan Selection Plan", each category circles the value of the anchor, through the appearance of the face plus personal characteristics, to create a benchmark anchor of each category. For example, high-value: sweet girl, temperament royal sister, pure desire goddess, charismatic beauty with personal characteristics of talents such as: singing, dancing, talk show, etc.; immediately become a category benchmark: Yan Xuan singer, Yan Xuan dance king, Yan Xuan Duan Zi hand, Yan Xuan interactive goddess, Yan xuan outdoor goddess.
The "YanXuan Plan" will also support the incubation service of new anchors, and the plan will differentiate the style of high-value anchors, empower tool play, produce high-quality powder-sucking content, create exclusive activities for face value, and enhance popularity and revenue.
In terms of traffic, it will be supported by basic services to ensure traffic supply, label the live broadcast rooms of various categories, upgrade the high-definition live broadcast rooms, and ensure the official round of wheat.
2 "Internet celebrity plan" upgrade to achieve hundreds of millions of fan growth
YY is the earliest incubated Internet celebrities live broadcasting agency, after 3 years, has explored a complete Internet celebrity incubation link, especially in the music field of Internet celebrities, in 2022 YY upgraded the Internet celebrity plan, the music field incubation experience expanded to more fields.
In 2022, YY plans to upgrade the "Net Red Plan" to achieve hundreds of millions of fan growth, as well as multi-platform, multi-track coverage, in addition to traditional music, face value and other fields, it will also explore new attempts by its Internet celebrities in planting grass, exploring stores, wearing, short dramas and other tracks.
Breaking through the market dilemma of the new track is also a new vitality, in view of the lack of single music seedlings on the track, the "net red plan" will open up the beauty track, so that the anchor speed will become a rising star; in view of the intensification of competition and the slowdown in the speed of fan growth, it will increase investment in music publishing and enhance the influence of music anchors.
3 "Vientiane" plan, focusing on pan-life content
"Vientiane" plan, focusing on pan-life content, on the basis of the existing more than 60 categories, adding new categories such as finance, real estate, food, board games, etc., trying to pan-life live broadcast content, this plan is closer to Baidu users, especially in conjunction with Baidu Xi'an to enter the meta-universe track, once again leading the live broadcast industry wind direction.
Looking back on 2021, the results are remarkable
YY live broadcast 11 years of ecological prosperity
The conference YY Live also announced the achievements in 2021, which also confirmed the results of YY's various support plans in 2021.
In 2021, the total number of guilds cooperated by YY live broadcasting increased by 24%, the total number of star and gold medal artists increased by 18%, and the share of guilds and anchors in 2021 exceeded 5 billion. The traffic imported from Baidu to YY reached 300 million /day, and the short video distribution volume exceeded 100 million/month.
In the field of Internet celebrity incubation, in 2021, YY Live's Internet celebrities will achieve a 71 million fans increase in the whole network, 8 new internet celebrities with millions of fans, and 5 stream anchors.
At this conference, YY Live also announced the results of the ecological cooperation in the development process of the past eleven years: the total number of live broadcasts exceeded 400 million, the total length of live broadcasts exceeded 350 million hours, the total number of viewers in terms of user interaction exceeded 162 billion, and the number of bullet screen interactions exceeded 45.5 billion. With more than 16,000 cooperative associations, more than 1.79 million signed star anchors, and more than 35 billion yuan of anchors and partners, it can be said that YY Live has promoted the prosperity of the live broadcasting industry ecology in the past 11 years.