"It's been 23 years, still playing unmanned live broadcasts?"
Recently, a report in the Liaoshen Evening News about unmanned live streaming caused discussion.
In the report, the two users said that they participated in an unmanned live broadcast training course and built an unmanned live broadcast room. But after investing more than 30,000, this live broadcast room not only had no traffic, no deal, but was finally banned by the platform, and the store deposit could not be withdrawn.
Such cases are not uncommon in the industry. Because of its low threshold and low cost, unmanned live streaming has been popular in the industry for many years, and it is still repeatedly banned under the continuous suppression of platforms.
The new broadcast also found that in fact, not only unmanned live broadcast goods, but also commodity cards, graphics and text goods and other goods games that do not require high content have also attracted much attention in the industry, and have also become the key projects promoted by many training institutions.
Where there is demand, there is a market, and the sickle of training institutions has been changing direction with the change of gameplay of the platform...
Author | Aligu
Edit | Xiaohong
American editor | Loach round
Unmanned live streaming with cargo thunderstorm
"No one broadcasts (bringing goods), and the monthly income exceeds 10,000, is this true or false?"
On April 24, the Liaoshen Evening News published two related reports on unmanned live streaming on Douyin, the content of which was to follow two female trainees to defend their rights to institutions doing unmanned live streaming training.
In the video, Ms. Guan said that on March 13 this year, she met another expert named Bai Youmole through @Lei Li Fengxing, which has more than 3 million followers. According to Bai Youmole, no one can earn money by live broadcasting, and he also promised Ms. Guan a profit of "150-200 yuan for a computer (a day), 5,000-6,000 yuan a month" on WeChat.
As a result, Ms. Guan paid more than 20,000 yuan, including 13,600 yuan for unmanned live streaming courses, 5,600 yuan for two computers, and other expenses for purchasing relevant accounts and software.
Later, under the guidance of Bai Youmo's teaching course, Ms. Guan recorded some foreign live streaming content, and then put it in her live broadcast room for use through editing. But after doing it for a while, the turnover of the live broadcast room has been 0.
During this period, Ms. Guan has been communicating with Bai Youmole's team, and the other party said that the live broadcast room was temporarily in a state of no traffic due to supervision and other reasons, and would help solve it later. After that, not only the traffic problem in the live broadcast room has not been solved, but her account has also been permanently blocked by the platform, and the deposit and other fees in the account cannot be withdrawn.
After that, Ms. Guan complained to Bai Youmole's team about her problems, but she got almost no positive response, so she chose to turn to the media.
Obviously, Ms. Guan was deceived by the training institution and became a leek under the sickle of the unmanned live broadcast training institution.
This incident also resonated with netizens, some people left messages below the video, requesting exposure of XXX, and some people reported that they had a similar experience at the bottom of the video and invested XXX fees...
Unmanned live broadcast refers to a live broadcast room that does not require real people to appear on camera and does not need to be explained in real time, mainly in the form of recording. Because of the low entry threshold, it has become the first choice for many whites who want to do live broadcasting.
Unmanned live broadcast training institutions are seeing this, so they call unmanned live broadcast a myth, hyping that this is a track that can pick up money when you enter the game.
As early as 2020, some industry insiders accused training institutions that promoted unmanned live broadcast as a myth, believing that "more than 80% of training institutions in the industry are cutting leeks".
Why do you keep banning?
In fact, the platform has been cracking down on the chaos of unmanned live broadcasting, but it can be said that it has been repeatedly banned. Searching for "unmanned live broadcast" keywords on platforms such as Douyin and Kuaishou will not only pop up the relevant live broadcast room, but also a large number of teaching videos and special training accounts.
So, why is unmanned live streaming repeatedly banned?
On the one hand, because of the continuous popularity of the live streaming industry, there are still many entrants who are attracted by the myth of creating wealth in live streaming goods, and because of the lack of content and operational capabilities, which promotes the popularity of unmanned live streaming training.
On the other hand, it is because unmanned live streaming has existed for a long time, and its ability to carry goods has indeed been verified in the application of some scenarios.
In the early days, unmanned live broadcasts mainly in the form of playing video materials and recording videos have appeared, and have set off a boom.
At the end of 2019, unmanned live broadcast and black and gray industry gameplay such as "virtual positioning" appeared in the industry. At that time, the live broadcast tools of Douyin and Kuaishou were not perfect, and if you wanted to play the recorded video clips in the live broadcast room, you needed some "black technology" as an aid. At that time, some unmanned live broadcasts that broadcast inspirational chicken soup, motivational speeches, and game clip videos were not low.
With the help of such a game, some institutions and teams obtain considerable traffic by building accounts in batches, and use group control software or patches to guide users in the live broadcast room to give tips or purchase goods.
However, the platform quickly noticed this kind of gameplay, and some content also had great copyright problems, and cracked down harshly.
In 2020, live streaming has entered a stage of rapid development, and some live broadcast rooms that need to fight for a long time or faceless scenes, from the perspective of cost saving and other considerations, there is still demand for unmanned live broadcast room scenes.
For example, selling low-priced snack tail goods, clearance books, low-priced daily necessities and other live broadcast rooms, product profits are low, user decisions are simple, and building an unmanned live broadcast room is not only low cost, but also can realize one person control multiple accounts, which is more cost-effective than the real live broadcast room.
During this period, the unmanned live broadcast material changed from network material to the live broadcast room material recorded in advance, which can only be distinguished from the interactive effect. At the same time, this kind of live broadcast room can also put Dou+, and even Qianchuan, which has also given birth to some semi-unmanned live broadcast gameplay, that is, the live broadcast room plays relevant materials, but will also access the real-time voice of the anchor or operation, and they will guide the order when the popularity of the live broadcast room is high and the user is active.
In addition to the unmanned live broadcast room that sells low-priced goods mentioned earlier, some live broadcast rooms with special or exclusive sources, such as Huaqiang North five-yard machine, also use low-cost gameplay such as unmanned live broadcast.
Later, with the outbreak of local life business live broadcast rooms, many merchants who did group buying and preferential packages also chose unmanned live broadcasts in order to convert users in various time periods.
Therefore, even if the platform is still strictly cracking down on recording, the slightest mistake in the relevant live broadcast room will lead to the account being banned, and the review of the live broadcast room has been strengthened, but it still cannot stop the continued popularity of unmanned live broadcasting...
"Unmanned live streaming has a greater impact than short video delivery." So said an industry insider.
"No content" gameplay prevails
Nowadays, with the gradual application of digital humans and AI technologies in live broadcasting, unmanned live broadcast gameplay has begun to go out of the category of black and gray production.
This also makes major training institutions more "popular" this kind of game, and uses the gimmick of "lying to earn" to attract people who do not have the source of goods and operational capabilities to enter the game.
However, unlike the early industry environment, the unmanned live broadcast room is more of a low-cost operation method, which cannot eat any traffic dividends, and it is almost impossible to achieve a transaction when Xiaobai enters, and will only be cut leeks by training institutions.
In fact, in addition to the report of the Liaoshen Evening News, many local media have also reported similar live streaming training programs. Whites who do not have any experience and resources participate in these training programs, spend money on some tools and services, and simply cannot do it.
However, there is a market where there is demand, and the sickle of training institutions has been changing direction with the change of gameplay of the platform...
The new broadcast found that in addition to unmanned live broadcast in the training project, commodity cards and graphic content have been more popular recently.
The so-called commodity card gameplay is also aimed at short video live broadcast platforms such as Douyin and Kuaishou, which began to build a mall in 2021 and successively increased their investment in the mall, so that the exposure of goods no longer depends on content. Therefore, the commodity card gameplay that guides users to select products and stores and uses the amount of brushes to expose goods is prevalent.
In addition to the prevalence of graphic content on Xiaohongshu, with the permission of Douyin and Kuaishou to open the shopping cart of graphic content, it has also begun to prevail on Douyin and Kuaishou. This type of gameplay with a lower threshold for content creation naturally looks very friendly to Xiaobai who has no ability.
"Taobao Graphics has not been done in 18 years." A traditional e-commerce person said so in the community, but this did not stop many players from pouring into the picture and text, and thus also provided training institutions with high-quality cases and promotional materials.
Therefore, another practitioner said in the community: "Those of you who do e-commerce are not as profitable as those who sell courses." ”
From unmanned live broadcasts, commodity cards to graphic goods, you will find that the reason why these gameplay methods are attracted attention and sought after is not only because of the low cost, but more importantly, compared with live broadcast and short video delivery, the threshold and difficulty of content creation are lower.
On the one hand, because more and more traditional e-commerce players and supply chains are pouring into Douyin and Kuaishou, they are not very familiar with content gameplay, but have relatively strong capabilities in operation and paid traffic, so they are more inclined to this type of gameplay.
On the other hand, Douyin and Kuaishou have invested in the operation of the mall in the past 1-2 years, separating content from e-commerce. At the content level, users have a longer stay and increase the platform DAU; At the e-commerce level, users can make quick transactions, freeing up more time to consume content.
It is obvious that from 2020 to 2022, there were e-commerce live broadcast rooms in the industry that planned various types of creative content, but now there are fewer and fewer.
The weakening of the platform's content planning power is touted by training institutions as giving more ordinary people opportunities. However, in the eyes of practitioners, this will be a competition for stronger commodity capabilities, operational capabilities and payment capabilities.