The source | Meizun Internet Celebrity Academy
Fish Girl: mzwhxt
Hello businesses, institutions, and anchors, I am a fish girl, a post-90s young sister who concentrates on taking everyone to do a good job of live streaming with goods.
June does not lose weight, July is sad.
Among the many account types of Douyin, there is such a type, which has increased the number of fans by 160W a week, sitting firmly in the top 1 in this field, and has now been promoted to a Douyin master with more than 13 million fans, which is to focus on the vertical field of body etiquette @ Liu Fang body etiquette.
The rapid detonation of such accounts also made me realize that national fitness has gradually become a trend trend, and more and more users are willing to join the team of "cloud fitness", secretly exercising, losing weight, and looking forward to becoming beautiful. Let me take you through it.
"Immersive fitness" is high-speed powder
You can first think about why this type of account is so concerned by netizens?
From the figure below, I can see: @ Liu Fang's body etiquette In the past 90 days of fan data, the increase in fans is 784.6w, and the attention to the live broadcast of 555w, accounting for 70.74%.
According to the existing Douyin platform account growth rate, it is relatively fast, even if it is Luo Yonghao, Zhu Zixiao, these star celebrities are currently difficult to achieve.
Talking about short video content, all the works of the account are emphasizing the importance of physical etiquette, and accurately docking female fans through content guidance and class scene display.
Secondly, the collocation of copywriting is also around the keywords of women's youth, self-confidence, temperament, etc. This kind of "chicken soup text" copywriting with video content can also trigger users' self-thinking and attention.
According to the short video data of the past 30 days, the average number of likes is 8w.
Look at the live broadcast content, after all, the proportion of users from live broadcast fans is very high, and with a curious mood, I clicked on the live broadcast of @Liu Fang's body etiquette.
"Welcome new students, join the extended family, practice together, and change immediately." Lead fans to experience immersive cloud fitness in the form of live broadcasting! Not only that, but there is also interaction throughout the process, and you can also participate in the lottery, and the atmosphere in the live broadcast room is particularly good! It can make people enter the state immediately. (The video below feels for itself, I can't help but click a concern)
Because I have learned about some of the fitness platform APP downloads may also have to pay members to follow the practice and learning, and here only need to click on the live broadcast to follow the teacher to do the action, I have to say that this kind of companion fitness is really acceptable, love love. (Of course, she is not without course monetization, after all, such a good traffic does not need to be up, isn't it... ）
What I'm most curious about is what kind of people her fan base is.
From the Feigua data, it can be seen that women account for 90.46% (expected), the age group I did not expect, actually all under the age of 40, of which 25-40 years old age group accounted for 95.69%.
Yuyu is really impressed, she can position the fan crowd so accurately, and then seize this group of high-quality consumers to complete the realization, bull PLUS!
So I think her explosive growth in fans is mainly due to the following reasons.
01, the human design is relatively vertical
Everyone can see her short video can also be detected, personal image at a glance can see that the temperament is very good! And the content is related to fitness, etiquette, temperament training, showing their more elegant and professional side, so as to resonate with users and attract accurate crowds. (For example, if you see that she has a video twisting, you unconsciously want to twist along)
02, the early video dry goods
I turned to her earliest video content is not quite the same as now, mainly to create a personal design, the content is full of dry goods.
"7 Days Skinny Leg Counterattack"
"Uterine Cavity Garbage"
Ace Smile, Save Facial Stiffness
"Five minutes a day, fat burning, slimming, plasticity"
These seemingly simple actions have also received many netizens to like and comment on retweets.
03. Live streaming powder sucking
Of course, I think the most important thing here is the live broadcast! After all, short videos can be filmed many times, and live broadcasts are real-time, the sense of user experience is completely different, and real-time interaction also makes users and accounts sticky. This is also the reason why most people choose to pay attention to @Liu Fang's body etiquette.
Because the current fitness and weight loss field account is not a bad street, the audience is very wide, everyone for the pursuit of beauty is also more and more obsessed, the emergence of such accounts is not surprising, but do not do well but also based on the points I described above.
Live streaming monetization ranks No.1 in the list of anchors with goods
Live light absorption is certainly not enough, in the immersive fitness teaching mode, monetization is an essential topic. So how does @Liu Fang's body etiquette do it?
7.05 live broadcast for more than 4 hours, the number of viewers 513.2w, the peak number of people 13.5w, the average online 8.6w, 9 listing products, the sales of this field 1112.4w.
The traffic source of this live broadcast, video recommendation accounted for 50% of the live broadcast to divert 256.6w, and the attention accounted for 17%.
That being the case, I'll also show you what kind of video content is so attractive to everyone to enter the live broadcast room.
There is a message about "Come to my live broadcast room at 7 o'clock tonight, punch in with the star She Shiman, practice body shape together and maintain the face together!" "The video has the highest increase in likes, reaching 36.3w, and it is possible that the video will bring more traffic." (After all, the stars are coming, there are still many people who want to see Charmaine She)
Focusing on 17% of the source of the page, I think it has to do with her good habit of starting the broadcast regularly every day.
From the introduction, you can directly see the account launch time, 8:00 am and 7:00 pm every day.
In the process of carrying goods, there are also more products from the perspective of women, because the age group of the audience is relatively young, the unit price of the product will not be very high, around 200 yuan.
The best-selling CEMOY 21-day Aurora Good Morning + Good Night Serum has estimated sales of 388.1w, accounting for 1/3 of total sales.
From the product shelf time point of view, CEMOY 21 days aurora good morning + good night essence is also the first product, the shelf time is 21:09 minutes, the data will not be too much decline, the number of online people will slowly go down, so @ Liu Fang body etiquette also seized the conversion of this point in time to promote the product, and finally the single product sold more than 3 million.
This way of live broadcasting creates a feeling of "immersive fitness", which not only enriches the user's entertainment activities and meets their own needs, but also sells courses and products through live streaming, making the account value very high, and it is also one of the business opportunities hidden in the live e-commerce industry of "her economy".
Don't say that live broadcasting is difficult to do, only you can't think of it, no one else can't do it.