In the years of live broadcasting, entertainment live broadcasting and live broadcasting with goods are popular, there are many people watching live broadcasts, and many people are wondering why some people are willing to spend a lot of time on live broadcasts that seem to have no nutrition.
In fact, live broadcasting has the advantages of real-time, interactivity and other forms of communication that are incomparable, but most of the content cannot meet the needs of those who have a need for knowledge value.
And Sohu smelled the opportunity.
Different from entertainment live broadcasting and live broadcasting with goods, Sohu has opened up a third track, that is, value live broadcasting. The core of "Value Live Broadcasting" is to convey valuable information in the form of "live broadcasting" through high-knowledge density content planning, which has the characteristics of easy to understand (related to daily life phenomena), easy to use (can solve practical problems encountered in life, such as health, health, running), and easy to get (attention flow, work playback, anytime, anywhere access) and so on.
Since September 2019, Sohu Video has launched a series of knowledge live broadcasts, inviting scholars and experts in the fields of beauty, culture, automobiles, psychology, law, mother and baby, and constellations to share knowledge; in the Spring Festival of 2020, the new crown epidemic ravaged Sohu Video launched a series of live medical lectures and obtained good industry reputation and social repercussions; in 2021, Sohu Video Live has achieved leapfrog development, deeply cultivating value live broadcasting, in terms of health, emotion, mother and baby, automobile, fashion, The legal field has achieved more in-depth accumulation; and in this year's Spring Festival, Sohu Video 2022 "Live Broadcast with You in the New Year" more than 40 live broadcasts in 3 days have been wonderful, and many star artists, experts and scholars, and big V broadcasters have broadcast live through Sohu Video's various accounts, chatting about interesting topics such as food and beauty, entertainment and fashion, sharing hard-core knowledge such as science and finance, and offering a super comprehensive "Spring Festival New Year's Guide"...
I also occasionally do live broadcasts, without appearance and talent, I also provide some knowledge value for everyone every time I live broadcast. For the value of live broadcasting, I will highlight three points for you:
A little left: Value live, it's time
According to the 2021 China Online Live Streaming Industry Research Report, e-commerce live broadcasting is the most popular, with nearly 50% of users frequently watching e-commerce live broadcasting (49.2%), followed by game live broadcasting (46.7%) and education live broadcasting (41.4%). However, from the perspective of user recognition, public welfare live broadcasting ranked first with 65.6% recognition, ranking second in education live broadcast (59.5%), followed by agricultural assistance live broadcast (58.9%), followed by e-commerce live broadcast (56.2%). Among them, the most recognized public welfare live broadcast and education live broadcast are mainly based on knowledge content.
That is to say, users need to entertain and shop through live streaming, but they also know what kind of content is helpful for self-improvement (high recognition), and the demand for this kind of content will only increase.
To exaggerate, the main contradiction of the Chinese Internet is the contradiction between the demand for high-quality content of netizens and the general vulgarity of content on the Internet. As more and more people produce content (live streaming is the content form with the lowest threshold), the corresponding time cost of screening out good content is getting higher and higher. Therefore, we need a professional platform to make valuable live broadcasts for users, that is, to save users time in screening.
Right point: Value live broadcasting is suitable for media platforms such as Sohu to do
Traditional media ethics requires the media to assume social responsibility, and the core of algorithm recommendation born in recent years is traffic and benefits, and you can show you what you like, which is more efficient, but it is also easier to let users fall into an information cocoon.
As a media platform and one of the four major portals, Sohu has the genes and resources of high-quality content, and also has a sense of social responsibility engraved in the bones. Good content with professional value precipitation, combined with appropriate algorithm recommendation, is the best value live broadcast configuration.
Zhang Chaoyang also said: "'Watch Sohu live broadcast, know the world's major events', we treat live broadcasting as a media to do, our live broadcast is more of an extension of informing and disseminating information."
Next point: If value live broadcasting is to be more popular, it is necessary to use "sex toys"
If you just turn the knowledge of the graphic form into the form of live broadcast, it is not attractive enough for users, and if you want to make the knowledge more popular, you must have four haves - sentient, interesting, useful, and tasteful, simplifying it is the four words of "sex toys".
Sentient means being able to resonate and touch people's hearts.
The mainland has entered a stage of rapid development of population aging, the work of aging has received more and more attention, and it is the common voice of the Chinese people to support the elderly. In Sohu Video's 2022 "Live Broadcast with You in the New Year" activity, @Sohu News Live connected the nursing home to pay attention to the holiday situation of the elderly in the nursing home by understanding the work of the front-line care workers during the Spring Festival and sending them New Year wishes.
The Spring Festival holiday is also a high incidence of online fraud, Ms. Zhao Wei, deputy head of the Criminal Investigation Corps of the Beijing Municipal Public Security Bureau, was a guest at @Sohu Technology Live Broadcast Room, exposing fake tickets, pig killing plates, dating, investment, impersonation of public prosecutors and other online fraud routines. She reminded netizens to pay more attention to the elderly every day, "Middle-aged and elderly people are not necessarily more likely to be deceived, often just timid and afraid of things, do not want to find trouble for their children, and only then do they fall into the way of liars."
Interesting is to make the knowledge more understandable and vivid.
For example, the well-known economist Guan Qingyou expressed confidence in the macroeconomic trend in 2022 in the Sohu live broadcast room, but also used an appropriate metaphor to advise ordinary investors: "Don't speculate in stocks casually, it is difficult for you to make money, the market is a battlefield, this is a tropical rainforest, the danger is reborn, don't imagine it as wind and sunshine." Ordinary investors should learn from veterans, not only to kill the enemy bravely, but also to learn to protect themselves."
"Comedy Open Mai" also joined Sohu Video's live broadcast of the "Big Party", and Zhang Xiaolei, the manager of Xi'an Tang Garlic Shop, connected Yang Mei, Xu Jianzhen, Li Junwu and other comedians from the north and south to share the customs of various places. Xu Jianzhen introduced, "Dalian folk are more popular with unique customs such as pasting colors, offering genealogies, erecting lantern poles, and putting out sea lanterns." Li Junwu said, "In the Chinese New Year's Eve night in the countryside of Changsha, the maple trees are burned in the stoves of the family, and this is called the 'Nian Cai Guy.'" The smiling Yangmei said, "On the morning and noon of the first day of the Chinese New Year, we Yibin people must come to a bowl of burning noodles, which means long-lasting and auspicious."
Useful is that everyone can touch and use it, it can help us live a better life, it can also help us have more talking points.
For example, in Sohu Video's 2022 "Live Broadcast with You in the New Year" event, health broadcaster @ Queen Huihui offered advice on the old and difficult questions of what to do with the couple's "who to go back to for the New Year"; the well-known marriage repairist @ Wang Siyu pointed out the way for young people to get along with their in-laws and reminded them to keep a "bowl of soup" distance. In addition, digital master Chang Xiaohang also shared how to use a simple method to teach parents to use smart phones, and specially reminded parents to apply eye masks to their mobile phones. In terms of cuisine, Xing Jiantao, executive deputy chef of The Ritz-Carlton Beijing, and Guo Zhigang, head chef of Jade Restaurant, jointly appeared on camera to cook several dishes that are indispensable for Guangdong Chinese New Year's Eve rice on the spot, and analyzed the cooking details throughout the process.
Quality means to talk about taste and style, which can be popular, but not vulgar; it can be vulgar, but it is not kitsch.
For example, Dai Jun softly sang the old Shanghai golden song in the Sohu live broadcast room, told the Bund International Building Complex, recalled the story of the old Shanghai, and the atmosphere of Chinese New Year's Eve night was instantly ignited. "Einstein and Edison stayed at the Pujiang Hotel." "The Peace Hotel has two buildings, one in China and one in the West, which hides the story of the contest between national capitalists and foreign capitalists." Dai Jun introduced, "Cities like Shanghai and Beijing can make people touch history." Enjoying the night view of the Bund, singing while telling stories, Dai Jun's live broadcast room is like a Shanghai New Year flavor variation, netizens praised "there is content, there is tone!" in the bullet screen!" "A traditional style is an international style."
I hope that Sohu can give full play to its own advantages, make the value live broadcast like entertainment content, let users "fall into it, difficult to extricate themselves", and accidentally become a knowledgeable person ~ I also hope that more experts and scholars, industry big V can join the value live broadcast of Sohu video (according to my understanding, sohu video currently provides traffic support, content planning, heavyweight broadcaster personal IP creation and other operational support), and co-create good content that contains more temperature and humanity, knowledge and interest.