The first show of the Make a Friend video account was only 20,000 views
Without Luo Yonghao's support, make a friend The live broadcast room of the video account is almost empty.
Yesterday afternoon, Make a Friend officially launched on the video account. This is the fourth platform to settle in after Douyin, Taobao, and JD.com.
But compared with the previous lively broadcasts, the premiere of Make a Friend on the video account this time did not have Luo Yonghao in the line, and the traffic was really miserable.
After 20 minutes of broadcasting, the number of viewers in the live broadcast room exceeded 10,000. One hour later, there were more than 20,000 people in attendance.
Make a friend video account starts broadcasting Source: video account
On the eve of the live broadcast, the Make a Friend live broadcast room and Luo Yonghao's personal video account have been warmed up and promoted.
Judging from the product window, up to now, 5,159 pieces have been sold in the live broadcast room of the Make a Friend video number, among them, a waxy corn product has the highest sales, with 370,000 sold and a unit price of 29.9 yuan.
The categories sold in the live broadcast room include jewelry, beauty and skin care, grain and oil seasoning, digital appliances, etc. In response to the needs of fans, Make a Friend also launched a variety of lucky bags in the live broadcast room, including hammer mobile phones, sports watches, Xiaomi tablets and other popular products.
Although the goods are abundant, the live broadcast room of the Make a Friend video account is still a little cold. As a comparison, in April 2020, Luo Yonghao made a friend's Douyin live broadcast debut, with a cumulative number of viewers of more than 48 million.
In October 2022, Make a Friend to settle in Taobao, Luo Yonghao started his live broadcast debut, with more than 10 million viewers in the 2-hour live broadcast room and 26.5 million viewers in the next broadcast.
In May 2023, Make a Friend will settle in Jingdong Live, and Luo Yonghao will have a total of more than 17 million visits on the day of his premiere.
In fact, although Luo Yonghao is gradually fading out of the live broadcast room in recent years and reducing the live broadcast time, he will still appear in the live broadcast when encountering major festivals and anniversaries in the past.
Regarding the reason why Luo Yonghao did not come to the scene for this live broadcast, the relevant person in charge of making a friend explained, because the live broadcast of the video number is currently an exploration and is not yet an official operation.
Luo Yonghao Source: Make a friend
The main purpose of making a friend to enter the video account is to further expand the brand influence and e-commerce user base of making a friend. The relevant person in charge said that the number of daily active users in the WeChat ecosystem is as high as 1.1 billion, and the video account is convenient to share links in the WeChat system, which provides more communication and monetization opportunities for making friends.
At the same time, Channels has a low barrier to entry and investment costs, and at present, Make a Friend has started to try and explore this new platform with a smaller team, and will further adjust the organizational structure and evaluate related investments according to the revenue of live broadcasts in the future.
The reason behind the plummeting viewing of the first broadcast of Make a Friend this time is, on the one hand, the absence of big anchors, which has led to a sharp drop in traffic, and a decrease in the attention and topic of the live broadcast room;
Different from platforms such as Douyin and Taobao, Channels is biased towards private domain traffic operations.
Private domain traffic pays more attention to the accumulation and accurate reach of fans, which requires long-term cultivation and accumulation in the live broadcast room in channels such as official accounts and communities. However, Make a Friend may not have established enough private domain traffic base when the video account premieres, which leads to a lack of traffic.
In order to adapt to the environment of the private domain live broadcast of the video account, the relevant person in charge of Make a Friend responded that Make a friend will formulate personalized live broadcast content according to the characteristics of the audience, which will enhance the interaction with the audience and encourage the audience to share the live broadcast link, so as to expand the audience base of the live broadcast.
Luo Yonghao has been a little busy lately
Earlier this month, Luo Yonghao revealed in a live broadcast that he would launch a development conference in September and release a technology product, priced at $199 and $299. The outside world speculates that it is AR or AI-related products.
After Luo Yonghao entered the live broadcast and brought goods, he did not abandon his entrepreneurial dream. From Niubo.com to Hammer Technology, and then to the current Thin Red Line Company.
Tianyancha information shows that Luo Yonghao's Beijing Thin Red Line Technology Co., Ltd. was established in 2018 with a registered capital of 100 million yuan, and its business scope includes virtual reality equipment manufacturing.
Source: Tianyancha APP
When Luo Yonghao announced his retirement from the network in 2022 and started his business again, he was engaged in the AR field. In November 2022, Thin Red Line announced the completion of an angel round of funding of about $50 million.
Previously, Luo Yonghao had revealed the progress of the thin red line in the live broadcast, "I have been immersed in research and development for a year, and there is no sound on purpose." ”
Luo Yonghao said that he absolutely believes that AR will be the next generation of computing platform, especially now that AR does not have a successful brand and benchmark in the world. He wants to preemptively make something like the iPhone + iOS in 2007 in the AR era, and become the next Apple-like company on the platform. "This is the last chance, and I believe that I will definitely leave something for the world. ”
Today's Luo Yonghao is focusing on his career. Since the beginning of this year, Luo Yonghao's most heavyweight appearance is still selling clouds on Taobao Live. The live broadcast attracted more than 2.3 million netizens, and thousands of companies placed orders to purchase Alibaba Cloud products on the spot.
In addition, the supervision of the live streaming industry is being tightened, and the head anchors frequently overturn, even Luo Yonghao, who is fading out, has recently encountered big trouble.
Recently, the topic of "Luo Yonghao made a friend in the live broadcast room Chen Pi was exposed to year fraud" rushed to the hot search on Weibo.
Luo Yonghao's Make a Friend live broadcast room was exposed to the suspected sale of "authentic 10-year-old Chen Xinhui old tangerine peel" with a fake year, and the origin is not the advertised Jiangmen Xinhui. However, Luo Yonghao previously supported the authenticity of the product in the live broadcast.
Source: Guangdong News Today Line 1
After the incident was exposed, the live broadcast room quickly responded that the suppliers of its products were fully qualified, and the purchase contract showed that tangerine peel was more than 10 years old. Luo Yonghao and his team promised to find out the truth as soon as possible and give an explanation to consumers and the public. It is estimated that it will take about a week to thoroughly investigate the matter.
Previously, when talking about this year's 315, Luo Yonghao also said with some luck: "Like we didn't have an accident this year, I don't dare to say that there will never be an accident." But obviously, the trouble came a little quickly, and the "fake tangerine peel" still has to wait to see the final investigation results and the development of market public opinion.
It is reported that the compensation standard of Make a Friend has long been in the top echelon of the live broadcast industry, and it is also the precedent for them to create a live broadcast e-commerce "advance payment + triple compensation". It is related to the image of the live broadcast room, and I believe that making a friend will provide consumers with a satisfactory answer.
Does the video account need "Luo Yonghao"?
Recently, the invisibility tide of the head anchor has begun, Brother Xiao Yang is doing short dramas, Dong Yuhui is at the film festival, Simba is going to do AI, and Li Jiaqi is going to do a public welfare store offline.
The decentralization of major platforms is also accelerating. Recently, Kuaishou has directly attacked its head anchor Simba and banned multiple accounts of Simba and his team. In this regard, Simba angrily reprimanded the Kuaishou platform: "You dare to block all my anchors, I dare to sue you that the platform has no cash flow! I dare to stand in front of the Hong Kong Securities and Futures Commission and report with my real name." ”
Behind the escalation of the contradictions, it seems to imply that the platform is no longer dependent on the head anchors of unipolar development.
Does the video account still need a head anchor like Luo Yonghao now?
Previously, the platform valued the top anchors, in the final analysis, because of the exponential growth of traffic behind them. In the era of peak traffic, the head anchor is the traffic password.
But water can carry a boat, and it can also capsize a boat. Under the high flow of traffic, there are thousands of cliffs. The risk for top streamers is increasing. In recent years, major platforms have begun to de-head, and then develop the power of middle-waist talents, choosing a more secure option between risk and return.
Live e-commerce entered the second half, and the video account slowly walked onto the table. According to official data, in 2023, the GMV (gross merchandise transaction) of live streaming on Channels will increase by nearly 300% compared with the previous year, and the number of orders will surge by more than 244%.
In 2023, Channels will begin to cross the river by touching Douyin, and the recommendation algorithm will gradually be "Douyin" to further strengthen the weight of public domain traffic. This has indeed attracted a large number of content creators to the video account, such as life blogger "Guo Yiyi" and so on.
It is reported that last year, the GMV of a single live broadcast of 618 "Guo Yiyi" exceeded 20 million, and the single live broadcast of Double 11 exceeded 50 million.
Source: Video Account
But at present, there are still no particularly out-of-the-circle head anchors on the video account, and it is not eager to invite phenomenal head anchors from other platforms to settle in and drain traffic.
There is no shortage of traffic on the video account itself, and it is the largest traffic collection on the whole network. Interestingly, the video account basically can't see the specific number of fans of the talent.
According to data from QuestMobile, the number of active users of Channels reached 813 million in June 2022, surpassing Douyin (680 million) and Kuaishou (390 million).
With the blessing of social fission and other gameplay, Channels can also provide more sticky private domain fan traffic. For platforms that are urgently seeking to de-head, Channels seems to have found a development path in advance.
Compared with the top anchors with large traffic, Channels needs a larger number of creators to enrich the content and ecology. Recently, the video account released the "Butterfly Plan" to encourage more new talents from other stations to settle in the live broadcast.
It is worth noting that some time ago, Dongfang Selection also "moved" into the video account. Judging from the content of the video account, Dongfang Selection did not choose to over-market Dong Yuhui, it was more about local cultural tourism and other related content, and the number of likes was not large.
Source: Video Account
In terms of live broadcasting, the Dongfang Selection Video Account only conducted one premiere, and did not continue to update the live broadcast room in the future, and the first broadcast content was replayed live on other platforms. In this way, it is not just about making friends.
MCN institutions that have lost the traffic of top anchors and enter a new platform are almost equivalent to starting from scratch, and will face more fierce competition challenges.
Channels are becoming a new traffic depression, but whether they can tap business opportunities from it depends on the players' own strength and strategy.
Author | Pandora