Shenrancaijing original
Author | Su Qi
Edit | Golden Dragon
On September 10, Ge Thirteen chatted with the audience about "sexless marriage" at the "Eight O'Clock Moment" WeChat video number live broadcast event, and the number of online people in the live broadcast room rose from 300,000 to 500,000 in an instant.
She did not expect that from that night on, many public account authors who make a living from content, including her, will become addicted to live broadcasting. Some of their public accounts are head trumpets that have been precipitated for many years, some are vertical IP with high-viscosity fans, and some are rising stars.
Although the live broadcast of that night was the premiere of most of the authors of these public accounts, the average number of viewers (UV) reached hundreds of thousands, of which "Night Listening to Liu Xiao" reached 850,000.
The rise in video number live data is amazing, there is the praise of creators' private domain fans, and it is inseparable from the traffic effect brought about by the public number, video number and live broadcast in the WeChat ecology, and the traffic effect brought about by the interconnection of private domain public domain traffic. One example is that more than 90% of the traffic to this "Eight o'Clock Moment" live event came from the public domain.
These big Vs in Beijing, Shanghai, Guangzhou and even Paris all mentioned that the video number is simpler than expected, and the user interaction is more positive than expected, and they intend to put the normalization of broadcasting on the agenda.
In the WeChat ecosystem, the big Vs can not only continue to spread the good content they create through the social chain of acquaintances, but also try to seize the dividends of live video and public accounts and improve their respective WeChat content matrix. There are a number of big V said that they will "reposition" the video number live.
At present, video number live broadcasting is not only different from simple entertainment and live broadcasting with goods, enriching the entire live broadcasting industry, but also further opening up the commercial closed loop of WeChat. Explorers, trying to seize the dividend period of live video numbers, and refrained from starting the "gold rush" journey.
<h1 class="pgc-h-arrow-right" data-track="13" > the author of the public account is fascinated by live broadcasting</h1>
The "Eight O'Clock Moment" series of live broadcast activities that began on September 10 was the premiere of many public account authors. Afterwards, they saw that the number of spectators at the scene called "I didn't expect it." This is actually the result of the weChat video account public domain traffic and the creator's private domain traffic.
Maori, the director of "Lunch with Maori" and a female writer, had a premonition that the effect would not be bad before the live broadcast. Before this live broadcast, she sent a preview of several hundred words on the public account, the amount of reading was much higher than expected, and the number of people who booked live broadcasts in the background also continued to rise, which made the gross profit of "taking this live broadcast as a normal task at the beginning" suddenly arouse interest.
During the live broadcast, she looked at the familiar ID in the comment area mixed with the greeting of "who are you", and sighed, "People who don't know you actually know you through live broadcasting, there are 280,000 people watching that day, 260,000 are new friends, I didn't expect it." ”
Māori is preparing to broadcast live
The live debut of emotional/female KOL Grid XIII was also in the video number, "no preparation, no manuscript, no outline", but the final number of viewers reached nearly 500,000, and the public domain traffic reached 460,000.
This live broadcast also brought a lot of out-of-circle traffic to KOLs who had only done live broadcasts in their own communities before. "The previous live broadcast basically did not go out of the circle, and after participating in the 'eight o'clock moment', the fan crowd also opened up." Fog full of barricades the river said.
Rebecca, who often appears as a guest in the live broadcast room, opened a live broadcast for the first time on the video number. I thought that "most of the people who came to watch the live broadcast were public account readers", but I did not expect that the live broadcast was nearly 620,000, of which 90% of the traffic was new fans. During the review, Rebecca found that the live broadcast awakened many fans who knew her before but did not have time to read the public account every day.
Rebecca is streaming live
As Rebecca puts it, "Live is a window," and live streaming allows creators to start walking from behind the scenes to the front of the stage and face to face with fans. "Live broadcasting does not have enough time to package, nor can it do post-editing and polishing, which is a challenge for everyone, but it is closer to life and more realistic, which is difficult to do in graphic form." Rebecca said.
The immediacy and authenticity of the live broadcast of the video number has also stimulated the enthusiasm of the authors of the public account to participate, although there are moments of discomfort, but they do not care, but think that this is a big advantage for the creators who usually do not show their faces.
In order to live up to the expectations of fans and "make the chat less stuffy", Rebecca designed interactive sessions such as drawing keywords and choosing one of the two. In terms of live broadcasting, it is still "little white" Maori, who specially learned interactive words, "Call 1 with facial anxiety, Call 2 without look", the voice just fell, she looked at a screen "1" brushed, indicating that she was "shocked" by enthusiastic fans.
"If the official account is written by one person, the live broadcast is a group of people writing articles." Foggy Barrage river so summed up the live broadcast with a strong sense of interaction. Of course, having a group of people "write articles" together is also a skill. Before the live broadcast, the FOGgy CEO Fei Ye asked the team to launch a small user survey in multiple communities, and after multiple screenings, the popular topic of "how ordinary people understand common prosperity" was selected. "In the previous live broadcast, because the theme was not so clear, many viewers were not in the state, this time the theme was clear, the topic was concentrated, and no matter when the user came in, he could understand it and wanted to participate in the topic discussion."
"Before watching other people's live broadcasts, I didn't understand how they could broadcast for so long and not be tired, but when I finished broadcasting, everything was understood." Rebecca said that one live broadcast brought too many surprises.
In the video number, a live broadcast has made many public account authors who hold the attitude of "try it out" feel the value of live broadcasting, and after the next broadcast, they have the idea of starting the broadcast regularly in the future. They look forward to creating a more direct and convenient new connection with their fans through the live broadcast room of the video number.
<h1 class="pgc-h-arrow-right" data-track="30" > why is live streaming a plus for the author of the official account? </h1>
Many public account creators enter the live broadcast of the video number, in fact, with anxiety. In the era of video and live broadcasting, sticking to the graphic presentation method is obviously not a wise choice, and some creators have long had the idea of exploring new ways of expression.
In the era of public accounts, a large number of creators who love to share knowledge and experience content have accumulated in the WeChat ecosystem, and their fans are people with deep reading habits. But as video and live streaming go by, these fans also need more dimensional content.
Before the video number went live, many creators tried to insert videos in the official account, which was inconvenient. To this end, WeChat launched a video account, and added a live broadcast function to open up the public account. Nowadays, the official account can embed the video number card and the video number live broadcast preview, and the official account entrance displays the video number that is being broadcast live, and the public account is displayed in the live broadcast room. This means that as long as the user enters one of the three entrances, they can have a smooth "graphics-video-live" spanning experience.
The live broadcast of the official account and the video number has been further opened
Similarly, the creators of the WeChat ecosystem can open up public and private domain drainage channels with extremely low cold start costs. The high coverage, high stickiness and high conversion rate of WeChat users have made many creators choose to stay in the WeChat position, eliminating the energy involved in cross-platform operation of accounts.
Especially for creators who make a living from words, WeChat's "acquaintance socialization" gives them a sense of security and can start broadcasting on video numbers without burden. Another "convenience" is that creators can flexibly set up content in the three sections of public accounts, video numbers and live broadcasts, and the three can be closely connected and complementary; they can also "go their own way" to make the creators' personalities more three-dimensional.
Maori chose the former, and the live broadcast topic was closer to the content of the public account, and then dynamically adjusted according to the feedback of the audience. She considered that many fans did not have time to watch the full live broadcast, so they would cut the topics that were popular or not fully discussed in the live broadcast, and produce a "refined and supplementary version" article on the public account.
Ge Thirteen belongs to the latter, she chooses to send daily life in the video number, such as playing the piano, traveling, watching exhibitions, taking dolls, etc., to meet the reader's "voyeurism and curiosity" and enrich her own personality; the positioning of the live broadcast is a supplement to the content of the public account, and the topic selection is mostly hot interpretation. She believes that "only then do readers like to watch and feel that you are a person who has set up a body and is a real person." ”
Ge Thirteen and Gu Ye Lian Mai live
Wu man barrage has the same view, he believes that for KOLs with a certain private domain user base, doing live broadcasting is a plus. The official account article has no tone, expression and interaction, and the output strength and dissemination effect are not as good as the live broadcast. "Let's say an idea has 100 points, the article can only write 60 points, and the other 40 points can be stimulated in the form of live interaction."
More and more creators are pouring into live video numbers. With the opening up of the ecology, WeChat has formed a closed loop of content of "public accounts, videos, and live broadcasts" that other platforms cannot match, and creators have seen a new round of unattainable dividends. Another prerequisite for enjoying this dividend is to understand the uniqueness of WeChat's content ecology.
Its biggest uniqueness is determined by the relationship chain of Acquaintances and Likes on WeChat video accounts, and the ecology it shapes is different from the more entertaining live broadcast ecology. Non-night said that this relationship chain allows users to express their views and establish personalities by liking and forwarding videos.
The cognitive level and reading ability of WeChat public account users also consolidate this ecology. Foggy Added that some eye-catching anchors may not be able to catch fire on the video number, and users' habits of receiving information are more knowledge-seeking.
Ge Thirteen found that the big coffee in many fields is precipitated on the video number, and there is relatively little content in this ecosystem that is eager to monetize, and the overall content level is high.
They agreed that the live broadcast of video numbers has played a new role different from entertainment live broadcasting and live broadcasting with goods - content live broadcasting, bringing a new look and new dividends to the entire live broadcasting industry.
<h1 class="pgc-h-arrow-right" data-track="47" > live video number, nuggets have a way</h1>
The live broadcasting industry, which has experienced a barbaric growth period, now needs new blood and gameplay. Some insiders said that the WeChat ecology that has been precipitated for many years and has opened up various capabilities can help the creators of this wave of admission to "eat" dividends.
Creators who already have a large number of fans, in addition to looking for video expressions and sharp judgments from the outside world, it is more difficult to cultivate user habits, absorb fans, and achieve commercial monetization. And this is a difficult problem that all practitioners in the live broadcasting industry have to deal with.
"For creators, video numbers are by far the best content carriers, and they are also a very important business development direction in the future." Fog full of barricades indicates. Beyond the expectations of the outside world, a large number of public account creators have started a gold nugget journey in video numbers and live broadcasts, including but not limited to bringing goods, new book promotion, and visiting stores.
LiBecca's public account matrix has previously made many attempts at content e-commerce in the WeChat ecosystem. In her view, after the video number and live broadcast are opened, the imagination space will become larger, and the audience watching the live broadcast can enter the consumption field she created through multi-dimensional and multi-form content, rather than relying on shouting and selling goods. This actually caters to the trajectory of e-commerce from the traditional shelf model of 1.0 to the scene e-commerce model of 2.0.
"Part of our monetization possibilities are hard, that is, selling goods, and part of being soft, which is to help customers customize content products that contain their needs." Non-overnight introduction, Wu Man Barang once made a live broadcast of the wine song on a boat to promote the local tourism industry.
Creators who entered the market earlier have already had a good record, and these content creators who have just transformed into video bloggers are naturally not lonely. Liu Xiao, the founder of Night Listening, once said, "The emergence of the video number makes the public account worthy of everyone's redo", he also took the lead in entering the game, and actively carried out commercial exploration, sharing knowledge around the themes of education, lifestyle, health and other topics in the video number, and carrying out the relevant fields in the live broadcast.
"Listen to Liu Xiao at night" video number content
In March this year, Ye Ting did a live broadcast of the "Goddess Return Season", with GMV10.26 million. On September 23 and 24, Liu Xiao joined hands with WeChat video accounts to broadcast live goods at the 4th Chinese Farmers' Harvest Festival in Jiaxing and Shicheng, with a total duration of more than 8 hours and a cumulative number of viewers exceeding one million.
It can be seen that in WeChat, when new consumption scenarios are built, creators can connect and operate user pools at a lower cost, and the good content produced can be converted into goods and services in a more accurate and convenient way.
It's not just content entrepreneurs who are waiting for the wind. Since 2021, with the popularity of merchant self-broadcasting, many brands have taken a fancy to the fit between private domain traffic and brand self-broadcasting, as well as the business prospects brought about by the further opening up of the WeChat ecosystem, and have piled into video accounts.
For example, silk brand Kaixiya received an average daily GMV of more than 350,000 in the live broadcast of the video number in August this year, and the GMV of a single live broadcast on September 9 reached 1.25 million.
After opening up the WeChat ecology horizontally, the video number holds a huge user pool, and the Wind of WeChat Live Broadcasting has risen, and there will be further changes in the live broadcasting jianghu. In the view of the foggy river, the environment is changing, the user's habits are changing, the video number will have more icing on the cake, with the further opening of the video number live broadcast and the public account, WeChat will bring more imagination space to the creators, and now it is just the beginning.
*The caption image is from Visual China.