Written by Meng Huiyuan
Editor/ Li Wenjie
排版/ Annalee
Recently, the news that the million-fan blogger "Feifei A Cup of Wine" died suddenly of a heart attack once again triggered the outside world's thinking about the "life-fighting" live broadcast.
From the previous big stomach king eating and broadcasting to detonate the fatal risk, to today's physical live broadcast hidden health problems, live broadcast relies on content hunting, and even endangers the anchor's own safety to obtain traffic is not uncommon, and it is repeatedly banned, behind which there is not only the "pot" of the industry falling into the stock competition dilemma, but also the inevitable result of multiple loopholes.
But no matter what, a business that makes money with "life" is not cost-effective no matter how you look at it.
Your tipping, reverse "harvesting" the anchor
Before the astonishing price that "Big Stomach King" needs to pay to eat and broadcast is exposed, it is almost difficult for the audience in the live broadcast room to realize that such a simple and basic physiological action of "eating" will cause such fatal health problems in the future. Recently, similar hidden dangers have begun to frequently appear on a new live broadcast track, that is, physical live broadcast based on activities such as running mountains, frog jumping, and going up and down stairs.
This kind of live broadcast room does not have a high demand for space, a country road, a stairwell, or a room, with a well-made live broadcast program (different items are marked with gifts at different prices), the anchor can present a wonderful performance that is ridiculed as "both weight loss and money" as long as he waits for the audience to swipe the gift after appearing.
This seemingly "physical and non-stop money" business is ushering in a climax in the provocation of the anchors "not tired" and "small work" - it is hard to imagine that a live broadcast with zero released works and only more than 2,000 fans, almost a tabula rasa number, can gather more than 20,000 viewers with only 3 people, and the reward density is even so high that fans need to wait for several minutes before the anchors can set off again after running the last project because they saw the gifts they rewarded.
The whiteboard number can gather more than 20,000 spectators
Zinc scale observed this kind of physical strength live broadcast room for many days, and found that the physical anchor is either the main "physical strength", or there is an "unspeakable hidden" behind it, so there will be some differences in the live broadcast style.
The former has a very clear goal, which is to "sell physical strength", so not only will they shout slogans like "don't use pocket money to challenge our physical strength", but they will often hang banners in the live broadcast room, making it look like a defeated list, claiming that they have been subdued by a certain netizen (here usually refers to fans who have swiped a lot of gifts).
The latter is biased towards moving people with emotion, judging from the self-reports of the anchors, everyone has their own bitterness: "From an ordinary rural family, a single father, living alone with his children, subsidizing the family", "Delivering takeaway during the day, live broadcasting at night to earn milk powder money for children, and trying to change the status quo" "Female students earn some living expenses"...... Therefore, the background of their live broadcasts is often dimly lit stairwells, pitch-black hillsides, city streets in the early hours of the morning, etc.
"I can't sing, I can't dance, I can't chat, what can I do if I don't have talent?" said a "post-80s" rural uncle who does a live broadcast of climbing stairs in high heels, when asked why he did such live content. Another "post-00" anchor admitted frankly that he was a child who grew up in a single-parent family, and lived with his grandparents in the countryside since he was a child, because he had to take care of them nearby, so he couldn't go out to work, "I am now working in the town during the day, and I work part-time at night to open a live broadcast, hoping to improve my life a little bit through hard work." ”
In general, regardless of whether the physical anchors are aiming at the audience's desire to win or sympathy, in fact, the root cause of attracting users to pay for gifts is because they provide enough emotional value. And this new track of live broadcasting, for those who want to enter the industry but have no way, means that the threshold for live broadcast is further lowered, after all, they only need to pay "manpower" to join it.
Toying and distressed: the emotions of the audience provoked by the anchor
When you first swipe into the physical live broadcast room, people usually think of a question: who will pay for such live content?
"I can't get used to seeing the anchor being tired and panting on one side, and the other side keeps saying 'not tired', it's too arrogant, and he must be treated. Some viewers told Zinc Scale that they were very unaccustomed to the anchor's hard-mouthed behavior, but they also suspected that these were all planned, "It's to arouse everyone's competitiveness, and now the mantra of many physical anchors is 'not tired' and 'small work', and it feels like it's become a marketing routine." ”
Just like on this day, a big brother frequently brushed gifts in a live broadcast room called "The Most Physical Strength on the Whole Network", and did not hesitate at all in the face of the price of a one-yuan frog jump, and even said that "he can't rest" and "he can't stop doing it all the time", and he wanted to see where the physical limit of this anchor with a lot of tone was.
Some people joked that the big brother "really played the anchor as a monkey"; some people arched the fire and wanted to "get him the ICU"; some people were envious that some fans "took 45,000 yuan in tickets" for the anchor last night; some people made it bad, "jumping first and then jumping in turns, so it is more tiring"; and some people are worried, "who is the one who plays to death...... After a live broadcast, the audience mentality of the physical live broadcast was vividly displayed.
"It's about enjoying the joy of dominating others. Some users said that they are an ordinary office worker, and they can only obey the command in their usual work, but watching the physical live broadcast is different, as long as you pay a little money, you can make the anchor obedient and be manipulated by it, which can be regarded as a "cost-effective" way to relax.
Indeed, judging from the price tag, on a head short video platform, the floor price of most physical live broadcast projects is only a love gift, that is, spending a dime can make the anchor move, and the gift ceiling set by some anchors is only one or two hundred yuan. But it is precisely this kind of "good quality and low price" that brings new selling points to the live broadcast of physical strength.
Different live streaming styles
In many physical live broadcast rooms with bitter stories, it has become one of their money-making projects to let the audience spend money to buy the anchor's rest time or let him broadcast directly because they are distressed, such as "Desperate middle-aged people, earn tuition for their little daughter, run 10 meters carefully, run when they see gifts, rest for 1 minute with sunglasses gifts, and broadcast them with sports cars", "Brush rabbit gifts to drink saliva, and shine stars for 1 minute" and so on.
However, it is not very likely that you want to rely on the momentary sympathy of the audience to achieve the goal of constantly making money. Zinc scale noticed that in the case of the same close to the novice tabula rasa, pure physical live broadcasts are often easier to gather a large number of popularity because they are more sensory stimulation, and induce traffic to convert into income.
"I've also swiped gifts because of sympathy, but many people are estimated to be like me, and can only support a small wave, just like the saying goes, help the emergency not the poor. A user said that he actually didn't agree with this way of making money, "Recently, I have seen a lot of physical anchors with stories, and they choose to broadcast a lot at night. No matter what, the body is more important, overdraft health to make money, maybe it will not be enough for medical expenses at that time. ”
As long as the traffic does not depreciate, there is still a market for hunting content
When all walks of life are complaining that the traffic has peaked and everyone has been stuck in the stock competition for a long time, the live broadcast content that is becoming more and more curious year by year naturally opens up new ideas in the market.
Frequently make big physical movements such as running and jumping, putting cans in plastic bottles and blowing them out, lying on the bed alone and frequently pressing the light button, helping the person who brushes the gift to set off a string of firecrackers, two people PK to see who can shovel all the sand into the sand pit in front of each other, putting red bricks in the shape of dominoes and waiting for it to be knocked down, and carrying out "dog-panning" behaviors such as petting dogs, hugging dogs and barking dogs...... At present, the curious content in the live broadcast room has made many viewers who have strayed into it call it "boring", but it has also caused a considerable number of people to start thinking, is it worth it to do these strange behaviors for the sake of traffic, and even sacrifice their own health in exchange?
All kinds of hunting live broadcasts
"These people are really hard to do live broadcasts, I have seen an anchor who blows bottles, for a 52 yuan hot air balloon gift, to blow out a complete can of soda from a plastic bottle cut in half, and try to blow directly to his brain from multiple angles Lack of oxygen, and then can only take a can of oxygen cylinder from under the table to suck, really making money with 'life'. Some netizens wrote.
From eating and drinking before, to frog jumping and blowing bottles now, news reports that have appeared in the newspapers many times show that anchors do not hesitate to damage their own health in order to attract traffic. After all, compared with the talent competition, whether it is a big stomach or a physical live broadcast, the low entry threshold means that everyone is still standing on the same starting line to a certain extent, and with the increasing number of people entering the industry, the competition is becoming more and more fierce, in order to win more traffic and win more attention, it is inevitable that the sword will go sideways.
In fact, there have been calls to end these live broadcast chaos for a long time, and even the platform has actually cut into the key part of it.
During this time, many physical anchors reported that they had received a ban from the platform, and it became more and more difficult to do physical live broadcasts. According to the content of the penalty notice posted by the anchor "Hubei Laifu", the reason for the violation was "inappropriate behavior involved in the live broadcast", and the rectification suggestion given by the platform was, "Please avoid conducting or instigating others to engage in inappropriate behavior in any way during the live broadcast, such as playing games that may endanger physical and mental health (a large number of squats, jumping jacks, etc.)".
But from a realistic point of view, the "life-fighting" live broadcast still has a certain space for survival: from the perspective of the audience, in order to satisfy their own curiosity and rewarding behavior, is the basis for the popularity of the "life-fighting" live broadcast, and in the face of such content, it is not easy to maintain restraint in the first time; As for the relevant departments, more actions need to be taken to improve the relevant legal system and eliminate the bad live broadcast atmosphere by refining the relevant laws, enhancing pertinence, and plugging legal loopholes.
Now, we can only look forward to ushering in a truly healthy live broadcast ecology after the efforts of all parties.