Produced by One View Commercial
Author/Li Yan
Edit/Wooden Fish
"Three, two, one! This streamer is ready for review! I'm sorry Baozi didn't pass the audit, next! ”
The live broadcast room of worry-free media began to review anchors in an "assembly line" style.
As long as 1 is deducted, you will have the opportunity to upload your short video to the three auditors for review, and the two auditors can contact the background to communicate with the background for further cooperation.
Since the beginning of this year, a large number of "recruitment" accounts of worry-free media have appeared on Douyin, and the live broadcast content of these accounts is based on the theme of anchor review, anchor recruitment explanation, and anchor short video analysis, under the name of "review for amateurs", which has attracted attention.
The anchor review section responsible for the main account of worry-free media has become a traffic center. Three moderators sit in the middle of the screen and have the right to approve or eliminate the "interviewee" who uploaded the video. Under the tight rhythm, it only takes a few seconds for them to get their results, and within a minute, more than a dozen such "interviewers" pass through like an assembly line.
At the same time, the number of online people in the live broadcast room can reach tens of thousands, and enthusiastic "bystanders" actively express their opinions on the results given by the reviewers in the comment area, and even eagerly sign up to join the army of "interviewers".
It takes less than 10 seconds to judge whether a person can become an anchor, and this kind of work is indeed only capable of worry-free media.
The "brokerage company" that was persuaded to quit by netizens
Worry-free Media is one of the current MCN organizations that does not follow the usual path.
The founder, Lei Binyi, mentioned in an interview that Worry-free Media is not an e-commerce organization or a show union, but an "Internet-based brokerage company". Therefore, there is a saying that "there are thousands of Internet celebrities on Douyin, and worry-free media accounts for half".
Internet celebrities have given worry-free media the confidence to hold meetings. Worry-free Media is one of the few companies in the industry that has turned the annual meeting into a concert-scale company. The "Worry-free Night" hosted by it has entered its fifth year, and the scale is gradually expanding.
As an "Internet-based brokerage company", Worry-free Media naturally also signs stars and incubates talents.
In terms of signing contracts with celebrities, worry-free media is good at building IP according to the personal attributes of celebrities. For example, grasping Liu Genghong's label of "fitness coach" and letting him replace "bringing goods" with "jumping exercises", he has eaten the dividends of the era of public home fitness; created a "domestic entertainment customer service" and "the first network in the entertainment industry" for Zhang Dada, so that he could "become popular" again by regularly connecting with netizens.
It's more like "stocking" in terms of talent signing.
According to worry-free media, there are currently more than 100,000 registered influencers. At the same time, One View Business observed that on various social platforms, there are many users who seek advice on "whether to sign up with Worry-Free Media". In the comment section of these posts, there are often a large number of justified reasons for "dissuading".
The reasons for the persuasion of netizens are roughly as follows:
1. Worry-free Media prefers good-looking anchors with "edge-rubbing nature", and in addition to the next broadcast, these anchors also need to spend time and energy to maintain the relationship with the "big brother on the list". Even those who are worthy of dealing with the "valuable big brothers" need to follow the instructions of worry-free media.
2. All the resources of worry-free media are tilted to celebrities and mature talents, and there will be no resources willing to support newcomer anchors, who are more like being purely stocked than the so-called "content co-creation".
3. If the broadcast is stopped, the anchor has the risk of facing sky-high liquidated damages. Some bloggers posted a legal summons on Xiaohongshu and said that the rules for signing the contract with Wuwu Media have been changed many times, and they will face millions of breach of contract fees due to withdrawal and suspension of broadcasting. The broadcaster also mentioned that if the flow is not up to standard, Worry-free Media will not even provide filming support.
From this point of view, behind the glamorous Internet celebrities of "Worry-free Night", there are more amateur anchors who can't get through and can't make ends meet.
As we all know, in many MCN institutions, there are a large number of amateur anchors who are shelved after signing a contract, and newcomer anchors who conflict with the demands of the institution after the first taste of traffic but are trapped by the treaty. This kind of anchor reflects the cruel other side of MCN institutions, and the reality of survival of the fittest in short videos and live broadcast tracks.
In the view of One View Business, compared with other MCN institutions, as the first echelon of Douyin's current scale, "Internet-based brokerage company", worry-free media, which made a fortune by entertainment live broadcast, has more "YY live broadcast" genes.
Attack on "YY Live"
If you often browse the live broadcast rooms of some of the experts of Worry-free Media, you will find that the background of the content of Worry-free Media has the shadow of the YY live broadcast room of the year.
Founded in 2005, YY was once the largest game voice communication platform in China. In 2011, YY launched the live video function. From the initial live broadcast of games, to the main live broadcast of the show, mainly singing, YY live broadcast brought the "shouting microphone culture" and incubated a group of first-generation Internet celebrities.
In that year, a group of users in the YY live broadcast room had a tacit understanding after nine o'clock in the evening. Live streaming platforms at night are another world. There are no anchors with goods who are passionate about selling, and there are no game anchors who manipulate the keyboard to point the country, but more young anchors with exquisite makeup and scantily dressed, asking for rewards from the audience who enter the live broadcast room.
Lei Binyi joined YY Live in 2014, and although the live broadcast industry was in the early stage of development at that time, it had already formed a complete industrial chain composed of anchors + guilds + platforms. In this industry chain, people's eyes are often attracted by glamorous anchors and platforms with big businesses, but few people understand the operation of the guild.
The so-called guild generally refers to the live broadcast guild, which is also the operating company that cooperates with the platform. The guild brings high-quality anchors to the platform, and the platform gives traffic support and commissions to the guild and its anchors. The guild can publicize externally and sign anchors to operate and manage the account in a reasonable way, so as to better attract more traffic, so as to realize the commercial realization of traffic.
Lei Binyi understands that as an incubation anchor and link platform, the guild plays an irreplaceable role in the entire live broadcast industry chain, and at the end of 2016, Lei Binyi founded Worry-free Media.
Looking at the current worry-free media, the scale of business is even larger. It is necessary to do entertainment live broadcasts, short video advertisements, live broadcast e-commerce, short dramas, cultural tourism, and even music festivals and concerts. But in the most basic and low-level business of signing talents, Lei Binyi moved the routine of the YY live broadcast room to the Douyin live broadcast room.
Briefly summarize the key words of this routine: cast a wide net of amateurs - sign a union - screen potential beauty anchors from data and focus on operation - help anchors maintain the number one big brother with monetization ability.
After summarizing this set of processes, you can understand the "interview" assembly line mentioned at the beginning.
Use moderation as a marketing tool
Reviewing anchors in the live broadcast room is not only a way for worry-free media to attract new users, but also a marketing tool.
First of all, for the live broadcast union, the more anchors in the union, the better. One View Business learned from a number of anchors who have joined the live broadcast guild that it is very normal for one operation to connect with dozens of anchors in the head live broadcast union, and for the union, the labor cost of attracting new users is very low. However, if the streamer's traffic rises, the union can ask for a share of the turnover and obtain a relatively higher report with a very low investment. In other words, the more anchors the union pulls, the more likely it is to step on the anchors who can generate revenue for them.
Secondly, the audit of the anchor in the live broadcast room is itself an alternative live broadcast, and it is also a marketing method that is more in line with worry-free media. This kind of live broadcast room satisfies the curiosity of viewers, fully satisfies their needs for "comments" on the anchor, and stimulates them to give more tips in the live broadcast room. After the reward monetization logic based on entertainment live broadcast, the traffic in the live broadcast room has increased, which has also played a promotional role in the Douyin IP of worry-free media.
Finally, there were also a large number of Worry-free Media's own talents who came to the live broadcast room for "interviews". And after getting the "interview results", a short video with this theme will be sent to achieve secondary drainage.
In other words, Worry-free Media first earned a reward fee from this live broadcast, and then efficiently recruited new users for its labor union, and also re-marketed the corporate IP, which is a live broadcast room with the theme of "reviewing anchors", killing three birds with one stone.
So what does this mean for participants who simply want to become an expert?
It takes less than ten seconds to get the approval of the reviewer of Worry-Free Media, and instead of profound content, interviewers need to learn to have a sense of networking, which is simply "eye-catching". One View Business observed in the live broadcast room for a few days and found that the auditors of Worry-free Media also prefer good-looking anchors with the characteristics of "white, young and thin".
On the one hand, Worry-free Media has issued a series of short videos on Douyin with the theme of "rubbing edges", which are actually funny content, in order to emphasize the diversity and comprehensiveness of its talents.
In this way, behind the huge Internet celebrity matrix of worry-free media, it is not as beautiful as it is rendered. In the view of One View Business, in order to become a more long-term enterprise, Worry-free Media has to change its old problems of doing entertainment live broadcasts.