Recently, Douyin Live is popular in a new way of recruiting anchors: guild bosses live broadcast and teach you how to be an anchor. On the surface, it is training, but in fact, it is to recruit anchors. Is this model reliable? This article conducts a specific deconstructive analysis.
Be the anchor to talk to the boss directly?
Recently, Douyin Live is popular in a new way of recruiting anchors: guild bosses live broadcast and teach you how to be an anchor. On the surface, it is training, but in fact, it is to recruit anchors.
It is reported that through this model, the guild has recruited hundreds of anchors a month, with a monthly flow of nearly 100 million, ranking among the heads of the industry.
Is this model reliable? What about streamer retention? What is certain is that the industry is really getting more and more inward-looking.
1. The president of the association will live broadcast to recruit people
"Is there a month of more than 1 million sound waves (anchors), you can come to apply for Lianmai." In the live broadcast room of Douyin anchor @SuJiang (anchor training), president Su Jiang launched a Lianmai invitation to more than 200 people online in the live broadcast room, hoping to help them solve some problems encountered in the live broadcast by asking questions from Lianmai. Many users responded in the comment area -
"200,000 can't do it?"
"I have more than 100,000 sound waves in three months"
"Five Million Sound Waves"
"Just broke 1 million"
Later, an anchor lian Mai Sujiang, said that he did not know the choice of entertainment and the trouble of carrying goods. Su Jiang suggested that she do entertainment according to her entertainment flow and selling GMV, and gave a lot of suggestions for her outdoor content of entertainment live broadcasting.
"Outdoor live broadcasting can do programs, PK, before there is the kind of chat with people in luxury cars, such outdoor programs are more entertaining, the probability of tips is relatively high." Su Jiang said.
Then, an anchor with a monthly flow of about 500,000 also connected to Mai Sujiang, saying that his live broadcast was restricted because of the content form, and the overall bottleneck was encountered. She wants to transition to outdoors while watching other forms of live streaming. After Su Jiang carefully inquired about her situation, he also replied carefully one by one.
On the other side, in the live broadcast room of the anchor @ Northeast Poisonous Tongue Cub "Anchor Training", an anchor with 144,000 fans is raising his recent confusion through text: "Cub! Do not stay in the live broadcast room, just every time you come over to brush a gift to leave, put forward an appointment to eat, this kind of person is not the right intention Ah? ”
The anchor cub played his usual intimidating live broadcast style, carefully understood and analyzed the situation of the anchor and the user who asked her to eat, let the anchor ignore this person, and moved out of his own guild for the anchor to meet the big brother, and finally taught the anchor how to respond, step by step to dispel her concerns.
In addition, from the similar "anchor training" live broadcast room, the new broadcast field also saw a series of questions about entertainment live broadcasting, such as how to do the live broadcast content, how to keep the anchor to keep the big brother, how to play PK, how to do the interaction, etc.
And these live broadcast rooms and accounts that seem to help entertainment anchors solve live broadcast problems are actually not doing training and selling courses, nor are they engaged in community services, but pointing to the same purpose: recruiting anchors.
Second, recruit hundreds of anchors in 1 month
"This is an anchor recruitment model that has been popular in the past 2-3 months on Douyin." The president of a certain guild said that he recently launched a broadcast on Douyin, through the way of chat, with Lianmai Interactive to recruit anchors for his guild. Search for "guild anchor recruitment" on Douyin to find a large number of blue V accounts with nicknames like Su Jiang and Cub with "anchor training".
In addition to the recruitment of anchors written in the homepage profile, many of these accounts will start broadcasting regularly, recruiting anchors through the live broadcast room to answer questions and hang up small windmills. Some live broadcast rooms even posted in the background the treatment of guilds recruiting anchors.
"At present, the lowest cost and most efficient way is to start broadcasting and hanging a small windmill to recruit anchors."
Brother Onion, a master who does live broadcast guild incubation on Douyin, also mentioned in the recently updated video that this recently more popular anchor recruitment method.
He said in the video: "According to the data we are currently testing, an average one-day recruitment account (live broadcast time is 4-6 hours) can receive 200-300 applications, the conversion rate can be about 10%-20%, and the stable start rate after conversion can be about 30%. That is to say, if a recruitment account starts broadcasting for one day, 5-8 stable anchors can be recruited. If this (recruitment) account is diligent enough, it can basically be stable in 2 months with more than 300 anchors in live broadcasting. ”
This figure is staggering. In this regard, the new broadcast field also verified some guilds in the industry that understand the recruitment of live broadcasters.
"It's not very exaggerated, there are indeed some accounts that recruit a lot of anchors in this way, and then they easily do the new task of pulling, and then convert and retain, and grow very fast." The president of a certain guild said so.
Take the above-mentioned @Sujiang (anchor training) as an example, the guild behind it is Sujiang Culture Media (hereinafter referred to as "Sujiang Media").
The new broadcast field found through the flow data he posted in the short video to sort out the discovery -
In March 2021, the monthly turnover reached more than 40 million yuan, officially becoming a five-star guild;
In June 2021, the monthly turnover reached more than 64 million yuan;
In July 2021, the monthly turnover reached more than 67 million yuan;
In March 2022, the monthly turnover reached more than 93 million yuan, ranking among the top five in the country.
According to the president of the industry, Sujiang Media has achieved the results of recruiting hundreds of anchors per month, but the specific retention situation is not very clear.
Third, retention remains a problem
"You have to say that this model is very new, but it is not particularly new." A senior operation said that the recruitment of anchors for live broadcasting is indeed relatively new in terms of form and content operation method of Lianmai Q&A.
But in essence, this kind of situation of attracting anchors to settle in through the president of the guild or creating a personal IP and supporting the development of a guild is not a minority in the industry.
For example, Huya Live's Dream Guild and YY's Dance Emperor Guild, before the establishment of these guilds, the guild president first became the platform head anchor, and then set up a guild, using his appeal to attract many fans and small and medium-sized anchors to join, relying on his own strength to support the development of the entire guild.
This model of the guild president personally starting the broadcast and finding someone in the field is essentially to further publicize the guild by creating a typical anchor or IP form, so as to attract more anchors to join.
Anchor recruitment has always been a big problem. The emergence of this model actually reflects that the industry is becoming more and more inward--the way of recruiting people is no longer limited to simple and rude small advertisements and pushes.
"My guess is that on the one hand, the epidemic forced everyone to do online, on the other hand, the industry case is placed here, and everyone has slowly gained personal IP awareness, so the matter of doing accounts and recruiting anchors for live broadcasting has slowly risen." A guild president who only entered the douyin game this year said that the model of opening a live broadcast to recruit anchors himself was indeed effective.
"On the one hand, the clues collected in this way or the people who are recruited, he actively wants to do live broadcasting." In addition, there are now many guild presidents, or packaged as guild presidents set up in live broadcasts, recruitment, which is the same as boss direct employment, is directly with the boss to talk, to the anchor of the trust will be higher. ”
The person in charge of the operation of a guild said that there are many accounts like Su Jiang who post water on the account and introduce the company's situation, which will make the anchor further understand the guild.
Compared with the traditional recruitment method, recruitment through live broadcasting greatly reduces the labor cost and operating costs of the guild.
But this recruitment model still can't escape the most critical issue - retention and transformation.
"In fact, one or two hundred anchors are recruited and collected in the live broadcast room, and the number of ones that can be converted and retained may only be single digits." A president said that the conversion rate of 10%-20% is the average in the industry. And some guilds with insufficient operational capabilities can't even do the industry average.
"It is still a relatively traditional industry problem, how to transform it when recruited?" How to start broadcasting stably after conversion? How to prevent the anchor from running away? A guild operator said.
Su Jiang also mentioned in his short video that their guild had stopped for 40 days not to recruit anchors, but spent energy and time to polish and expand the operation team to improve the quality of operations and services.
Publicity is one thing, but how to do a good job in operation and help anchors grow is the key. The stronger the guild's ability in this regard, the farther it can go.
"You can only toss it up and keep working hard." The guild president who recently decided to start a recruitment call said so.
This article is published by @New Studio with permission from Everyone is a Product Manager, and reproduction without permission is prohibited
The title image is from Unsplash, based on the CC0 protocol