Editor's introduction: In the "Qinglang" action, the chaos related to online live broadcasting tips and short videos is strictly rectified, it is obvious that the live broadcast industry will be seriously affected, in this development, some anchors resolutely resign, and some guilds have a difficult transformation. So what is the current status and development of live show broadcasting? And look at this article for analysis and interpretation.
"A friend of mine, sitting in the live broadcast room every day, can earn tens of thousands of yuan a month, let me sing, dance, chat with fans, too tired," one anchor said when negotiating with a live broadcast guild. In her opinion, the live broadcast guild that can help maintain fans and get the "big brother" is professional.
But such "good days" may be gone forever. This month, the show live broadcast ushered in a double critical hit.
On March 15, the CCTV 315 evening party exposed the industry chaos of "male operation pretending to be a female anchor", which frightened "the big brother of the list to cry and faint in the toilet", and many anchors had to appease the "big brother" overnight and directly called the video phone to show that they were right.
On March 17, at the press conference of the 2022 "Qinglang" series of special actions, the rectification of online live broadcasts and short videos appeared for the first time as a special project and was placed in the No. 1 position.
In particular, it is mentioned that it is necessary to strictly rectify acts such as passionate tips, high tips, induced tips, and minors, and resolutely rectify behaviors such as creating false popularity in live broadcast rooms.
All indications are that the live broadcast of the show will be the focus of this year's "Clear Lang".
First, after the critical hit, is the live broadcast of the show still chaotic?
1. The reputation of the live broadcast of the show has deteriorated, and the anchor and operator have resigned and run away
"We have an anchor who has been an anchor for three or four years, and immediately resigned after 315."
The person in charge of a live broadcast guild in Shenyang revealed to the editorial department of the new list that the live broadcast of the show was not too concerned, but after 315, everyone felt that the industry was deceiving people, the reputation was not very good, and the professional identity of many anchors and operations became worse.
"Some part-time anchors who want to earn pocket money simply don't do it, and many operators don't want their family and friends to know that they are doing runway operations, and they also propose to leave."
According to a number of industry insiders, the situation of "male operation pretending to be a female anchor" is rare, but in some live broadcast guilds, before the start of the broadcast, the anchor often needs to go to various channels to show themselves in private messages "big brother" to ensure the popularity of the live broadcast room, this work is very cumbersome, sometimes by the operation of the work, while the operation also needs to be responsible for sorting out and supervising the anchor's private messages.
Screenshot of CCTV 315 party
"Now these operations do not dare to help the anchor deal with private messages anymore, for fear of breaking the law", Cui Huohuo revealed that before 315, there were relevant departments to go undercover in their own live broadcast guilds to check whether there were any violations. It is understood that the operation helps the anchor to chat on behalf of the anchor, if the amount of money involved is huge, it may be punished as a fraud crime.
"The operation is not strong, and now the work is all on the anchor, and the result is that the anchor can't do such a big workload, resulting in a sharp decline in popularity in the live broadcast room," Cui Huohuo said.
2. The tip GMV has not declined, and the regulatory rules have not yet landed
However, although the "Clear Lang" action mentioned the need to control irregular tips, a number of live broadcast guilds said that they have not been affected too much at present. Chen Muyuan, director of operations of a live broadcast guild in Changsha, revealed that from the current situation he understands, the GMV of the trade unions on various platforms has not declined.
But some practitioners have also expressed speculation and concern. Cui Huohuo speculated, "If you remove the high tip, you may change the way, such as replacing the virtual tip with a physical tip?" It also depends on the planning of the platform." Xia Xia, director of operations of Shine Media, believes that if the PK function is removed, many people may lose their jobs, because the main place where the show is live is PK.
The regulatory rules on tipping are directly related to the income of live broadcast guilds and anchors. It is understood that the income of the live broadcast guild is mainly composed of platform rebates and tip sharing, of which the rebate ratio is highly dependent on the tip amount. For show streamers, tip sharing is almost the only source of income.
Douyin has relevant rules for the live broadcast guild
According to Cui Huohuo, a certain anchor in Shenyang has a monthly turnover of 20 million yuan, which can help the live broadcast guild get more platform rebates, "according to the completion of the task, the platform will give the live broadcast guild an additional rebate of 2.5%-20%." Summer revealed that there are more than 2,000 anchors under its own live broadcast guild, of which a quarter of the anchors have a net income of more than 500,000 yuan.
Therefore, inducing "big brother" tips has become the common goal of the live broadcast guild and the anchor.
"Some of the anchors of the scammer guild will discuss with the operations after the next broadcast how to get the money of 'Big Brother'. They will follow the anchor on the hourly list, find the 'big brother' on the live broadcast room to tip the list, and then say some words of admiration in private messages to induce the big brother to brush gifts in his live broadcast room. Many men can't help the female anchor 'husband' and 'husband', and they may brush gifts as soon as they get on the head. ”
Gift effects in the live broadcast room
In addition to studying how to find big brothers, some anchors will also find ways to PK and people. Some anchors will create some special personalities for themselves to attract "big brothers"; some anchors of the same guild will deliberately PK, stimulating the "big brothers" behind them to brush gifts for themselves, "many times the anchors don't have to say anything, mainly rely on the operation behind the arch fire."
In addition, Summer Observation found that "users have been in the live broadcast room for a long time, and if they do not brush money, they may feel incompatible with the live broadcast room and the distance is very far." Therefore, many people will impulsively tip and brush gifts. Inducing tips can be said to be one of the standard skills of some live broadcast guilds and anchors.
In fact, as early as last year, the "Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting" jointly issued by the State Internet Information Office and other seven departments mentioned that it is necessary to set a limit on the amount of tips, and if necessary, set a cooling-off period and a delayed arrival period for tips.
The "Clear" action also mentions the "three norms"
But when to land, how to land, practitioners are still waiting to see.
3. The fake data company was terminated a month ago
"A month or two ago, many live broadcast rooms could not hang on to the popularity."
Summer revealed that as early as before "Qinglang", the circle of friends of many fake data criminals has stopped updating, and related promotions are no longer carried out. "Some fake data websites have been taken down."
Taking Douyin as an example, according to the announcement released by the Douyin Security Center, from February 1 to late March, more than 350,000 accounts on the platform were dealt with due to data fraud. A number of live broadcasting guilds also said that false popularity is a common phenomenon in the industry. "Some live broadcast rooms with more than 10,000 online may involve a little bit of buying popularity," Cui Huohuo believes.
It is understood that there are two main types of fake data for live broadcasting:
One is false tips. The live broadcast guild will pretend to be "big brother" to spend money to brush the list, in order to trick the real "big brother" into brushing gifts. This phenomenon was more common in the early days of the industry, but with the industry norms, coupled with multiple platforms to increase the platform share to 50%, greatly increasing the cost of tipping, it is now relatively rare.
One is false popularity. Live guilds can increase the popularity of live streams through fake data companies. Such companies will control a large number of mobile phones to create false popularity in the live broadcast room through cloud control software. Previously, the search platform could also easily search for many fake data websites, and users could place orders throughout the process and purchase various popular packages for the live broadcast room.
Fake data companies cover most of the mainstream platforms
"For the live broadcast guild, false popularity mainly has two functions, so that the newcomer anchor is not so embarrassed when it first starts broadcasting, and can stabilize the mentality to persist; make the live broadcast room of the big anchor appear more lively, and also facilitate the live broadcast guild to send some false war reports," Summer explained.
That is, for the sake of face and for the sake of interests, it is the main reason why some live broadcast guilds and anchors are reluctant to fake popularity.
In fact, live shows have been questioned by false popularity. "False popularity is serious, and I have paid channels for popularity here," said Wujie (pseudonym), director of a live broadcast guild.
Several live broadcast guilds unanimously said that if the industry can be regulated, avoid vicious competition, and eliminate speculators who want to get rich overnight and impetuous, it is a good thing for the regular live broadcast guild.
Recently, Douyin issued a relevant announcement, clearly mentioning the prohibition of emotional deception, data fraud and other behaviors, and the goal is directed at the live broadcast of the show. On March 20, YY Live also initiated the establishment of the "YY Live Torch Alliance" to do positive energy live broadcasting.
TikTok announcement
"Now the platform may have the mentality of preferring to kill mistakes and not let go", unscrupulous analysis.
If you look closely at the live guilds, they're mostly new guilds in 2019 and 2020. Because they do not have the ability to operate, they can only be opportunistic", for the chaos, Summer gave his own explanation.
Second, relying on the live broadcast of the "big brother" show, can it still go on?
From the early years of the "Thousand Broadcast Wars" to the successful listing of Yingke in Hong Kong as the "first stock of live broadcasting", the live broadcast of the show has also been a scene. But now many people in the industry believe that there is a problem with the live broadcast mode of the show.
Although the live broadcast of the show is mostly named after the talent show, and the anchor has also subdivided into types such as appearance, talent, chat, and talk show, most users still watch the live broadcast of the show to meet emotional needs, and the talent is more just a head.
Live broadcasting is essentially an emotional labor, and enhancing the emotional link with "Big Brother" is the core job of the anchor. Momo CEO Tang Yan once attributed the decline in performance to "the negative impact of the macro economy, especially the operating conditions of private business owners, on head consumption." Cui Huohuo also believes that "the anchor's gift tip mainly relies on a few fixed 'big brothers'".
To some extent, the live broadcast of the show is more like "online KTV", and a small number of local tycoons "big brothers" contribute most of the flowing water.
3 typical "big brothers" in the live broadcast room of the show
Draft:Hadrons
In Summer's view, "the 'big brothers' need a place to be their truest self." However, because the live broadcast content of the show is similar, the attraction is always maintained on young girls/boys, and the number of "big brothers" is limited, resulting in an obvious ceiling for live show broadcasts.
Taking the "first live broadcast" Yingke as an example, the high point of Yingke's stock price was fixed on the day of listing on July 12, 2018, and after 7 trading days, the stock price broke, and then went all the way south.
At the same time, the rise of short video platforms such as Douyin and Kuaishou, and the emergence of new consumption models such as live streaming with goods, have also compressed the living space of live broadcasts to a certain extent.
In the end, in order to compete for a limited "big brother", the live broadcast guild and the anchor had to fall into a crazy inward roll, which led to the breeding of various chaos.
Third, e-commerce, Internet celebrities... The difficult transformation of live shows
When the live broadcast of the show fell into doubt, the transformation became the choice of many live broadcast guilds.
In fact, as early as the rise of live e-commerce in 2020, there were many live broadcast guilds to test the waters, including Yingke, Momo, YY and other platforms have also been or are exploring live e-commerce business. But for now, the transition is not going well.
In essence, live broadcasting is to make a small number of "big brother" money, live e-commerce is to make thousands of "sister" money, the logic is not the same.
When Zhu Zixiao sells beauty products, she often bites a "sister"
"The show anchor does not have the spirit of bearing hardships and enduring hardships, and he cannot be an anchor with goods."
In Cui Huohuo's view, compared with the hard and professional work of the anchor with goods, the show anchor has a fixed broadcast time and does not need to stay up late, and the main job is to shoot videos, reply to private messages and study the style of live broadcasting, which is more relaxed. "I asked a lot of show anchors if they wanted to sell goods, and most of them didn't do it."
In addition, the lack of experience related to e-commerce supply chains also restricts the transformation of live broadcast guilds.
In addition to e-commerce, there are also live broadcast guilds that try to transform MCN, incubate Internet celebrity artists, and hope to receive more business advertisements. Cui Huohuo added a video group in addition to the live broadcast group, and the recruitment information was also changed to "short video master".
However, the art industry has a specialty, and the transformation of the show anchor into an Internet celebrity artist is not fully adaptable.
"The anchor can broadcast live at home before, and now not only needs to come to the company to shoot short videos, but also to hold meetings to study the content, the working hours have become longer, and it is not necessarily a fan, many people are reluctant", for the transformation of their own business, Cui Huohuo is full of anxiety.
Overall, compared with the cumbersome selection, supply chain and short videos with strong uncertainty, the "big brother-anchor-guild-platform" of the show live broadcast is a relatively simple and stable structure.
Stepping out of your comfort zone is not easy.
Fourth, more popular, more professional, will it be the future of live show broadcasting?
"The show live broadcast will always exist for at least 5 years, will not disappear, and the rewards of the 'big brother' will still exist", in the eyes of Wujie, the show live broadcast is not at the end of the road, but it is undeniable that as the big brothers become more and more picky, the live broadcast guild and the anchor are becoming more and more difficult.
The live broadcast guild needs to spend more effort to cultivate more high-quality anchors; the anchors have to accelerate the upgrade, and only those with better talents and higher appearance can get the rewards of "big brother".
In fact, changes have begun to appear sporadically. Taking Douyin as an example, there are currently two kinds of live shows with distinctive characteristics:
The style is more suitable for the public, and it is a live broadcast that can be watched with family and friends. Compared with "online KTV", this kind of live broadcast is more like a big stage for performing arts that once spread throughout the countryside and small towns.
The technology is more professional, and the anchor begins to pay attention to the polishing of performance ability in addition to the appearance value. This kind of live broadcast often has a lot of improvement in terms of service and chemical channels, dance ability, singing ability, etc., and the positioning of anchors is more like an artist and performer.
Taking "Maiji Annan" and "AoDa Grain" as an example, according to the statistics of Xinjiao, the female fans of the two anchors accounted for more than 53% (when "Maiji Annan" had 740,000 fans, the proportion of female fans was as high as 75%). Relying on technology to eat also gives anchors the opportunity to attract more diverse users.
Perhaps, with the exploration of practitioners from all sides, anchors do not have to be trapped in the live broadcast room, falling into the strange circle of pleasing the "big brother", and the live broadcast of the show can gradually get rid of the scrutiny of the outside world.
Reference Articles:
"Show Live Failure", market capitalization list
"Show Live Broadcast "Thousand Layer Routine": 40 viewers, monthly income of 60,000", e-commerce online
"Live broadcast on the runway, became the "front wave"", burning finance
This article comes from everyone is a product manager cooperative media @ new list, the author @ YunFeiyang, without permission, is prohibited to reprint.
The title image is from Unsplash, based on the CC0 protocol.