Finally waited for Jay Chou.
On July 14, Jay Chou released his latest album "The Greatest Works" after six years. Air conditioning, watermelon, JAY, hot summer to blow a cooler youthful atmosphere.
On the day of the album's release, Jay Chou uploaded a ukulele singing video on Kuaishou, accompanied by the copywriting "The first song of the new album is sent to Kuaishou's friends, we will see you live on July 18".
The "live broadcast" that Zhou Dong refers to is an exclusive live broadcast of Kuaishou. At that time, he will tell "the secret that new works can say", and will also "correct" the video "homework" that users interact with.
As of about 11:00 p.m. on July 16, the number of people booking Zhou Dong's live broadcast on Kuaishou has exceeded 8.88 million, and its popularity is high.
Every time Zhou Dong releases a new album, fans will use traditional skills to uncover the secret Easter eggs in the song. Just like the child's voice at the beginning of the new song "Pink Ocean", it is confirmed to be the voice of Jay Chou's son Romeo.
The decryption of fans is still not enough for many people. The creative ideas and process behind the album had to be interpreted live by Zhou Dong himself.
It is worth noting that in the process of the promotion of Zhou Dong's new album, Kuaishou created a number of "firsts": the first singing of the whole network and the exclusive live broadcast. Two years ago, Jay Chou began to share his life on kuaishou, the only social platform Chinese.
Why is it always fast? What is the secret behind its stable cooperation with Jay Chou all the way? What development secrets has the cooperation between the two released to the short video industry?
On the fast hand, the secret behind the whirlwind of Zhou's
Jay Chou can tell the "exclusive secret" in the Kuaishou live broadcast, which is indispensable to the credit of Kuaishou users.
On July 6, Jay Chou's Kuaishou account released the MV of the album's first song "The Greatest Works", which exceeded 150 million views in 8 hours.
The high enthusiasm of fans once again proves that the works of the heart can support the data, and the outstanding talent can play the top stream.
At the same time, Kuaishou launched the "Trevi Fountain" activity, and the wish with the highest number of votes will go directly to Jay Chou.
In three days, more than 2.74 million people made their vows in the trevi fountain. Among them, the number of wishers of "Jay Chou's live broadcast" exceeded 1.3 million in a short period of time, with the largest number of votes.
Kuaishou also kept its promise and is about to make the wishes of netizens come true.
As the number of live streaming appointments increased, guest Egg posters were also unlocked. Silhouettes of three mysterious guests appear, prompting a "master musician" and two "good brothers". Lang Lang, who appeared in the MV of "The Greatest Works", and Liu Qihong, who was on fire because of the gymnastics, became popular candidates. Fang Wenshan, who settled in Kuaishou on the day jay Chou's new album was launched, has also become the object of speculation among netizens and fans.
I have to say that this time on Kuaishou, the entire publicity process of Jay Chou's new album has aroused a lot of attention.
Behind this, on the one hand, it is natural that he has a large number of fans and has always maintained a high popularity.
On the other hand, it is also because Kuaishou has launched many unique gameplay methods in the process of Jay Chou's interaction with users. This allows users to strengthen their interaction with Jay Chou to form a fission effect, thus continuously improving the activity and completing an "innovative upgrade" in the way of user interaction.
This can be seen in three steps.
First of all, some platforms often use the form of questionnaires when soliciting user opinions. This method is too one-way and static, and the distance from the user is too far, and it is difficult to achieve better interaction results.
Kuaishou gives the initiative to users through "making a wish", which enhances the user's interest in participation and improves the platform activity.
Many people should remember that the talent show "Super Girl" was popular that year, which triggered a wave of national participation. Behind this, it is because fans can use mobile phones to text messages and vote for their idols, which lowers the participation threshold and increases the interest in participation.
From the sms era to the mobile Internet era, Kuaishou's "wishing pool" has the same marketing effect.
Secondly, in addition to the interactive gameplay of "Trevi Fountain", Kuaishou has also launched many unique gameplay methods to strengthen user activity.
Jay Chou, because of his preference for pink, always inadvertently sells cuteness, and is affectionately called "Little Princess" by fans. At his concerts, fans also always wave pink glow sticks to create a "pink ocean". In response to jay Chou's "ukulele" version of the "Pink Ocean" new song premiere version released by Jay Chou in Kuaishou, Kuaishou synchronously launched the pink glow stick effect of the like, and when watching the video double-click the screen, like or comment on the comment area, Aite friends will automatically bring pink glow sticks.
Jay Chou said that "the first singing of the new album is sent to the friends of Kuaishou", and the fans use love to light up the fan glow stick, in the "pink ocean", idols and fans achieve two-way rushing, and the platform has also achieved user fission growth and user activity.
In the eyes of the public, Jay Chou is most praised for his outstanding creativity. This time, the Kuaishou APP also provides various types of creative materials related to Jay Chou's new songs, allowing users to have a "creative addiction".
For example, Kuaishou has launched more than 50 "Jay Chou" theme magic expressions and flash mob templates, and users can use the same style template of the new song MV to shoot their own MV. Among them, the same template of "The Greatest Work" has been used by more than 200,000 people, and the same magic watch of "Pink Ocean" and "Still Wandering" has been online for 9 hours, and the number of users has exceeded 270,000.
In addition, users can also sing with Jay Chou in the Kuaishou short video. The related short video of "Jay Chou Singing Together" has been played more than 220 million times in 24 hours.
Kuaishou's official editing artifact Kuaiy Shadow APP has also launched the special content of "Jay Chou's New Song", which collects various templates for the song. As of July 16, the [Jay Chou New Song] series of fast movie templates have been used more than 1.26 million times, and have won two fast hand hot lists.
In the process of launching various unique gameplay, the participation of Kuaishou users continues to grow, and the expectations continue to increase. Finally, Kuaishou makes users feel a sense of pleasure and satisfaction by "wish fulfillment".
It is equivalent to installing an elevator for fans and sending them to a high place for an unlimited view.
After the whole process, Kuaishou continues to reveal its personalized service awareness and service landing ability, which strengthens the user stickiness and favorability of the platform.
The actual effect of Jay Chou's new album publicity also verifies that this is an extremely effective and classic "interactive play".
Soulmate: Jay Chou and Kuaishou's "Long-distance Running Secret"
Since entering Kuaishou in 2020, Jay Chou has cooperated with the platform for two years.
In the past two years, Jay Chou has been a stable output creator on Kuaishou and has continued to maintain content updates. Recently, there are rumors that Jay Chou and Kuaishou have stopped cooperating, but through the release of this new album, the rumors are self-defeating, and the two sides still maintain a good cooperative relationship.
So, why did Jay Chou choose Kuaishou in the beginning and maintain stable cooperation along the way, what are the secrets behind this?
"A Little Finance" believes that it must be viewed from the two levels of business essence and value concept.
The combination of Jay Chou and Kuaishou is still essentially a commercial cooperation.
Business cooperation that is not aimed at profit is hooliganism.
In the first two years, although Jay Chou did not produce an album, he still maintained the status of the king of the music world, with its own traffic and commercial value.
According to the list of China's hottest songs released by Apple Music in 2021, Jay Chou occupied 54 seats in the top 100 songs.
The "half of the country" in the music world is not a false name.
Jay Chou's entry has also brought real commercial improvement to Kuaishou.
In the past two years, Jay Chou has saved more than 30 million fans on Kuaishou, and each live broadcast will attract the attention of a large number of users, creating traffic and attention for the platform.
In turn, the acceleration of Kuaishou also gives Jay Chou's commercial expansion space.
In the past two years, Kuaishou has torn off the "Buddhist label" and embarked on a high-speed channel in user growth and commercialization. In the first quarter of this year, Kuaishou's revenue was 21.1 billion yuan, an increase of 23.8% over the same period last year; DAU increased 17% year-on-year to 346 million and MAU increased 15% year-on-year to 598 million, both of which reached record highs.
With the rapid growth of Kuaishou DAU and MAU, Jay Chou has also firmly occupied a publicity highland, which can be seen from jay Chou's excellent publicity effect on Kuaishou.
Both sides are on the way to achieve a win-win business for each other.
In addition to the win-win situation in business, the long-term cooperation between Jay Chou and Kuaishou lies in mutual soulmate.
Soulmate usually refers to spiritual partners, friends who are highly compatible with the three views. Jay Chou and Kuaishou are consistent in many values.
Jay Chou's values and his external image, there are many anti-odds.
He is the king of Asian pop music, but often endorses grounded brands such as hand-grabbed cakes and electric cars, and bluntly says that "I want to endorse what fans can afford";
He is a fashionable and avant-garde entertainer, but at the same time very traditional: a song called "Listen to His Mother" sings his filial piety, and for many years he trusted his old friends and carried them hand in hand. He is not like other artists who hang on to "fans", but call them "fan friends";
He is the pioneer of domestic rap songs, but the blunt foreign rap is always full of all kinds of dirty words and violence, and he wants to convey positive energy in the lyrics, "can't teach bad children."
These values coincide with Kuaishou.
At the beginning of the birth of Kuaishou, it showed its value concept of "equality and inclusiveness, true and good". It distributes traffic more fairly through products and mechanisms, giving ordinary users more opportunities.
For stars, Kuaishou has always emphasized the "perspective of ordinary people" to help them share their real daily life, rather than simply showing their appearance and sense of superiority.
For example, Jackie Chan shows eighteen martial arts on Kuaishou, Yang Mi and Di Lieba show off their personal talents, Huang Zitao and Yue Yunpeng share daily life...
On Kuaishou, the star is no longer a cold symbol that is particularly far away from ordinary users, but like an old friend around us, a flesh and blood person. They also have their own joys and sorrows.
For celebrities, it is extremely important to have an ordinary person's identity on the short video platform, tell the truth, and be themselves.
Today's entertainment ecology is different from before. In the past, the information was not developed, and the colder the star, the more mysterious it was, and the more it could provoke the public's interest to gain attention. Now is the era of high-speed information flow, and the distance between stars and the public has long been infinitely narrowed. At this time, the more close to the people and grounded the star, the more they can gain the public's favor.
Kuaishou has become an excellent venue for celebrities and ordinary users to interact closely like friends.
On the one hand, "doing the entertainment of the people" has always been the original intention of Kuaishou to do entertainment and stardom. Helping celebrities, getting more resonance from ordinary users, and enhancing social influence and group identity has always been kuaishou's mission.
On the other hand, Kuaishou's own community characteristics of grounding, high viscosity and high trust can also help stars better "generalize". This will allow celebrities to have a public opinion space that is not demanded by fans, and help them build a healthy fan circle.
Grounded, inclusive, equal, true, good... These characteristics of Kuaishou are consistent with the core of the values of stars like Jay Chou, and the two can be deeply compatible.
If the two sides first came together, it stemmed from business cooperation. So the way to go so far, it is because of becoming a "soulmate".
In the entertainment ecosystem, like-mindedness is the most magnetic relationship.
Unlock the "growth secret" of short video platforms
After Jay Chou released a new album, some platforms rubbed Jay last week for traffic, and some even made oolong jokes.
At present, Jay Chou's initiative to choose exclusive live broadcast is only Kuaishou.
At a deep level, this is because Kuaishou and Jay Chou have reached an agreement on values. At the same time, this also reflects the key to the future development of short video platforms:
You can't just do it for the traffic, you have to be careful.
At present, in the major segments of the mobile Internet, the short video field is still a traffic highland.
According to the "2021 China Mobile Internet Annual Report" released by QuestMobile, the total length of short video usage at the end of last year accounted for 25.7%, which has surpassed instant messaging and become the field that occupies the longest network time of people.
But at the same time, as the coverage of mobile Internet users tends to be saturated, the demographic dividend gradually fades, and the growth rate of short video traffic is also slowing down.
In this situation, short video platforms such as Kuaishou, Douyin, and Video Number are looking for new growth points through various means, such as inviting head stars to settle in, doing online concerts, and so on.
Head artists like Jay Chou, with abundant traffic and strong appeal, can undoubtedly help the platform to leverage the incremental space to a greater extent, and at the same time can revitalize more stock.
"A Little Finance" believes that short video platforms need to achieve four points if they want to continue to grow at this stage:
Guarantee the liquidity of creators; Ensure continuous motivation of creators; Maintain the efficiency of content discovery; Guarantee the average quality of the platform's content.
The first two points can be achieved through the system, but the last two points need to be completed by careful operation.
In the case of Kuaishou, Kuaishou is diligent enough in maintaining the efficiency of content discovery. It hopes that every time a star is introduced, it will have at least 3 to 6 months of communication with the team and herself.
The two sides deepened their understanding in the early stage and avoided the waste of resources caused by the incompatibility of the subsequent cooperation. After the two sides are more familiar, it is easier to form a partnership that knows themselves and knows each other in the subsequent cooperation, thereby improving the efficiency of cooperation.
In terms of ensuring the average quality of content, Kuaishou also pays attention to the heart.
After entering the platform, some artists often regard short videos as a publicity position, only publishing "press release" content, and rarely releasing their own personalized content. For some of the artist's loyal fans, this is somewhat acceptable. For platforms, "push-through" content can be published more frequently and attract more traffic.
But Kuaishou's idea is that it hopes that artists can use content to show more aspects of their reality, which is actually a longer-term vision behind it.
You know, when the platform is filled with a lot of bland and tedious "press release" content, the average quality is difficult to guarantee, which reduces the overall quality of the platform. The end result is to be abandoned by users, and then abandoned by the times.
In terms of content discovery and quality assurance, the way of playing actually conveys the characteristics of Kuaishou's "heart". In the era of short video stock, this will become the core competitiveness of major platforms.
epilogue
Walking the heart is also the quality that Jay Chou is talked about by fans.
Debuted for 22 years, 15 albums, more than 100 original songs, the first capital is a boutique. In the title song of the latest album, "The Greatest Work", Jay Chou also sang domineeringly:
The road is still breaking, I am still creating.
Behind the heart, Jay Chou's continuous innovation force is supported. The creative source of the latest album may be revealed in Jay Chou's Kuaishou live broadcast at 7 pm on July 18.
And the heart and innovation are also its soulmate - fast hands, the secret of growing all the way.