Live broadcast "Mad Learning"

Author|Liu Xiaotu

Editor|Li Chunhui

Among the many unsolved mysteries in the entertainment industry, "why Zhang Da is still bouncing" is the most frequently talked about.

It's even more interesting right now. In just half a month, Zhang Da has appeared in the circle with several live broadcasts, and has become the "internal entertainment customer service" and "the only network in the entertainment industry" approved by the melon-eating masses, and his reputation has rebounded comprehensively.

Also concerned by the outside world is MCN Carefree Media. An important former situation is that Zhang Da tried to bring goods live at the beginning of last year, which ended in ridicule by the crowd. After signing a contract with Carefree Media, it is inevitable to be regarded as a typical example of "following the right team, making money is as simple as breathing".

In fact, Carefree Media itself has a strong presence. At the end of last year, the team of the Internet celebrity Mao Mao was all "yang", and in desperation, he had to pull the company's cleaning aunt to bring the goods together. Unexpectedly, this live broadcast with frequent mistakes and busy hands made Mao Maojie's sales data soar, and the effect of increasing fans was also quite significant. After that, Sister Mao Mao simply set up a "first sister" character for her aunt and continued to team up to bring goods. The company signed by Sister Mao Mao is also Carefree Media.

Whether this is enough to prove the operational strength of Carefree Media is another matter, but it can be seen that live streaming does need and new scripts have emerged. Some people say that Zhang Da was able to eat the live broadcast dividend because he chose to go against the routine. Hard Candy Jun disagrees. Is it possible that the creative routine of live streaming has changed, and we are only now aware of it.

Before Zhang Da and Sister Mao Mao, Ms. Zhang Lan also ate similar traffic dividends. These three moments of live streaming in the past year may have used the same script.

Serialization of live broadcasting

In addition to the anchor fans who have been chasing for a long time, it is actually difficult for ordinary passers-by to get the happiness of chasing live broadcasts, which is also the root cause of the difficulty of live broadcasts out of the circle. We usually click on a live broadcast room by accident, bored to watch for half a minute, have no empathy for the anchor, and have no expectations for the plot. The popularity of many Internet celebrities' live broadcast rooms is not bad, but it is difficult to set off online discussions, and the head is no exception.

In order to avoid empty content as much as possible, anchors also strive to constantly innovate in creation and interaction, whether it is brushing the edges or even the microphone, the ultimate goal is to increase the focus with more exciting and tangible details. This wave of operation, look, can still watch. When it comes to open discussion, there doesn't seem to be much worth saying.

Therefore, for a long time, live content did not provide a drama-like experience, let alone cultivate the fixed viewing habits of ordinary users. Over the years, Li Jiaqi and Simba have been the only two anchors who can maintain the popularity of public conversation, because they are always close to entertainment, at least providing some gossip in daily life.

However, these public opinions fermented outside the live broadcast room do not actually help the live broadcast itself, and it is difficult to drive fan conversion. The outing of anchors such as Zhang Lan, Sister Mao Mao, Zhang Da and others allows us to see a new possibility: if a story structure is built in the live broadcast room and the corresponding characters are given short-term tasks and long-term goals, it can fully mobilize the public's enthusiasm for chasing live broadcasts like chasing dramas.

If Zhang Lan's red is wild and wild, and Sister Mao Mao's red is a mistake, then Zhang Da's red is obviously planned in advance. It is no wonder that netizens put the topic of #Zhang Da live broadcast script# on Weibo hot search.

We review the process of the next big live broadcast becoming popular. Zhang Da opened his debut with "Fulfilling the wishes of netizens", helping the audience ask for Cai Xukun's concert tickets, Xu Song's autograph, etc. Although it has earned a wave of goodwill, the content itself is very conventional and does not have strong communication power.

It is the netizens who "make trouble" make the plot outrageous. On February 8, Zhang Dalian Mai went to a young female netizen who blew himself up to be in love with the idols who had followed the singing and dancing show he hosted, which made the onlookers explode. Netizens looked for the male protagonist from the clues, the marketing number forwarded materials to rub the topic of heat, and related idols began crisis public relations.

This brings us to topics that ordinary people can participate in. Zhang Da's team reacted quickly, shooting videos to forcefully adjust how "outrageous" and "ridiculous" things were, and set a new style for the live broadcast room. As a result, more and more netizens are eager to connect Mai Zhang Da, using his live broadcast room as a stage that he can borrow at low cost, and live a trick and amplify his voice there.

"Crazy" drama fans tear each other, senior station sisters release materials, crazy fans learn to bark dogs or recognize their mothers... These outrageous but "real" plots create topical explosions through Zhang Da's "horn" group of demons dancing. The sudden influx of millions of fans wanted to see how crazy humans could be, and how embarrassed Zhang Da was.

More and more people question the serious traces of Zhang Da's live broadcast room script, but this does not affect his accession to the throne of "internal entertainment living people" and "the only network in the entertainment industry". Hard Candy Jun does not think that the whole incident was planned by Carefree Media, but Zhang Da's popularity in such a large area is indeed inseparable from the systematic operation of the team. Without supporting after-sales service, it is difficult to give people a sense of continuity and even "addictive".

The emotional value of "going crazy"

From Zhang Lan to Sister Mao Mao to Zhang Da, while they live broadcast out of the circle, they were also given a kind of "story core". This can become the internal driving force of their creation, which is very conducive to the serialization of live content and cultivating a stable audience.

The person who chased Zhang Lan's live broadcast was chasing "a wealthy mother-in-law tearing a star (former) daughter-in-law"; The person who chased Sister Mao's live broadcast was chasing "Chosen Workers Redeem Each Other"; The person who chased Zhang Da's live broadcast was chasing the "Abnormal Human Research Center".

People who have been suppressed for too long dare not go crazy easily in life, but watching others go crazy is also an emotional compensation. This is a common road in the entertainment industry. Female stars such as Jingjing, Zhang Yuqi, Na Ying, Zheng Shuang and other female stars who left the legend of "not easy to mess with" in the rivers and lakes have strong appeal in variety shows, and they are also a block in the hearts of the masses by watching others go crazy.

In this sense, those "live broadcast scripts" that are out of the loop are not anti-routines, but are born in line with the mood of the times. Watching people go crazy is also a rigid need, a simple hobby of our self-suppressed people.

After Zhang Lan, Sister Mao Mao, and Zhang Da ate this wave of "crazy" dividends, the biggest problem in front of them was: how to continue the script.

Zhang Lan, who rose to a frenzy last year, has already begun to complain in the live broadcast room: "Why did you leave, two or three thousand people left!" "Xiao Yue'er didn't come to accompany me, you guys are still leaving, it's so pitiful." In the final analysis, her creation is overly dependent on her son's private life, Wang Xiaofei, Da S, and Zhang Yingying do not make trouble, and Sister Lan's family ethics creation is exhausted.

Similarly, the data growth of Mao Maojie's Douyin account is slowing down. The funny daily life he and his cleaning aunt staged at first gave people the feeling of improvisational sitcoms, but their later content did not reflect personal growth or plot promotion, and the audience slowly lost its freshness. But it cannot be ignored that compared with Sister Mao Mao's early creative routines, his second popularity has obviously opened up a new market.

The content style of Sister Mao's account has changed

Perhaps summing up the creative experience and fashion trends from these cases, Zhang Da's team is obviously a master, and has made a theatrical operation model early. On the one hand, his latest live broadcasts still continue the style of the circle, closely focusing on the theme of "internal entertainment customer service" to land content. On the other hand, he continued to output "Customer Service Xiaozhang's Work Record Today", so that new users have material to dig up, and also greatly improved the possibility of fan self-dissemination.

Making live broadcast into a series has made a breakthrough here in Zhang Da. The script obtained by Zhang Lan and Sister Mao Mao has congenital deficiencies, and the task line is overly restricted, which is prone to unsustainable or aesthetic fatigue, resulting in a fragmentation of the user's perception. On the other hand, Zhang Da, his plays are extended from internal entertainment, which is simply inexhaustible, and the masses are still tired of watching it.

Users, from watching fights to performing in person

Zhang Da's popularity once again set off a fierce discussion among the masses about the live broadcast script. In fact, since the time when the "four major families" fought the decisive battle, this is a topic that has been talked about. #张大大直播 The topic of script # can be on the hot search, but behind it is only our desire for new routines of live broadcasting.

The previous plot is really tired of watching. For a long time, the most classic script in the live broadcast room was a fight. Watching such a live broadcast is no less sour than chasing palace fights. Because of the unwarranted dispute, the anchors declared war and shouted in the short video. After filling the curiosity of fans, they quickly sprayed each other in the live broadcast room, so that the popularity of the Internet reached its peak.

This creative mode emerged from Kuaishou. Because the effect is so good, it has gradually become popular on different platforms and different groups, and has derived a large number of variants and fixed routines: such as master-apprentice quarrels, anchors and merchants quarrel, celebrities and brands quarrel, and so on.

But five or six years have passed, no matter how innovative the quarrel narrative is, it is difficult to escape the aesthetic fatigue brought by homogenization. Today, even if Yang Zi and Huang Shengyi confront the online brand in a pompous or even absurd way in the live broadcast room, they have not made much noise.

From this point of view, Hard Candy Jun admires the operational ability of Simba's team. Although his people are controversial, the continuous innovation and new ways in script creation can indeed inspire newcomers in the industry.

Simba has been providing one kind of story in the live broadcast room and another story outside the live broadcast, and there is also a public hedge between the two scripts. This has the contrast perception that fans feel that Simba lectures are moral, have a pattern, and are a loving father and strict teacher, while passers-by feel that Simba cuts fans, loves hype, and is a wild actor. Once more people come to participate in "interpreting Simba" because of this, his status will naturally stabilize.

Due to the low content density of live broadcasting, in most cases it is impossible to detonate topics at the public level. But as the live broadcast dividend fades and the track is seriously involved, the anchors have reached the time when they have to change. A friend who is engaged in e-commerce live streaming told Hard Candy Jun that many top anchors now have a separate screenwriting team responsible for planning the theme and plot of the live broadcast room, which is becoming more and more common in the industry.

The popularity of Zhang Lan, Sister Mao Mao, and Zhang Da means that the live broadcast script is completing an "upgrade". The difference is that although the live broadcast room of the first two also has user participation, it focuses more on the anchor himself "performing" and contributing new topics. The latter directly allows users to "perform", with a stronger sense of immersion and more unexpected surprises. Remember those midnight emotional hotlines? The stories told by the listeners are always more bizarre than they are made up.

In the final analysis, the essence of human beings is to love to watch lively, especially the conflict scenes of various bloody horses. Zhang Da's live broadcast room, isn't it the interview scene of the early stars? Asking Zhang Da "Is Di Li Gerba and Huang Jingyu real", and asking Zhang Yuqi "Will it affect the mood because Wang Xiaofei is married", brings the same sense of excitement.

Today, when the space for Internet expression is shrinking, it is difficult for us to see celebrities letting go of themselves from variety shows or interviews. Therefore, everyone retreated to a relatively relaxed environment such as short videos and live broadcasts to eat meal replacements. Living people, more precisely "crazy people", are always hot spot-makers.