How can artists find their audience and expand their influence as the times change? The entertainment ecosystem that Kuaishou began to build in 2020 is working hard to find answers, in order to enable celebrities and audiences to find what they need in the era of diversification, and everyone's unique happiness can be satisfied.
There is laughter and tears
Open the fast hand, you can see Huang Shengyi and his mother together to carry out the dress-up challenge, Huang Zitao uses the "magic watch" (magic expression) to make a joke, Chen Kun is fighting Lego, and Qin Hao is inviting everyone to eat crayfish with him, showing us his shrimp peeling skills while eating. Celebrities choose to show themselves different from their usual "business" appearance in live broadcasts or short videos because it provides them with a more affinity environment, and there is a group of intimate audiences, who will care about the life of stars like family, boo warm greetings, and send blessings.
Qin Hao peels crayfish live (left), Huang Shengyi and his mother dress up challenge (middle), Chen Kun live fights Lego (right).
In the live broadcast of Father's Day, Li Chen shared with everyone the story of his father not going to the doctor because he was afraid of the hospital, and said that the emotional place resonated with everyone - the affection between celebrities and their families is no different from ordinary people. In the live broadcast, Li Chen also connected with several kuaishou masters, including handsome little brothers and beautiful little sisters who can usually be seen on the live broadcast platform, as well as worker masters and square dance teachers working on the construction site. The form of live broadcasting and wheat keeps celebrities and the public in the same picture, sharing a new look of communication brought about by technological progress. It can be seen that short video platforms are bridging the gap between the public and celebrities. Compared with the previous look-up across works or text reports, short video platforms give the public direct access to celebrities, and also make the relationship between the two more equal.
Li Chen and Kuaishou different users Lianmai.
Authenticity has always been the main theme of Kuaishou, and now Kuaishou is leading the once-unreachable stars into the "real". Through Kuaishou, we learned that "Little Yue Yue" Yue Yunpeng also has the trouble of tutoring children's homework, Jin Jing and Han Peiquan watch variety shows and laugh frequently like when we get along with our best friends, and Cheng Xiao, an idol full of vitality on the stage, is also a "game girl" privately... If the entertainment industry is making stars out of reach by creating "mysteries", then the mobile Internet era is to make stars more and more real, and to obtain spiritual contact with "people" one by one. They are stars and friends who share our joys and sorrows.
Double circle operation, so that stars and audiences have their own gains
The Internet age not only fragments everyone's time, but also fragments attention and hobbies. Some people say that it is difficult to produce "superstars" in this era, because this fragmentation dissolves a certain common concern and authority, so everyone can become famous and become an Internet celebrity or even a star. So how can celebrities make themselves influential? In the past, it was the audience that looked for stars, and today's era requires stars to take the initiative to find fans.
Kuaishou features star ecology
Kuaishou has created a platform for celebrities to expand their influence, and helped stars improve their ability to monetize commercially through the Kuaishou entertainment ecosystem. The "double circle" operation strategy is based on the ecology naturally formed by Kuaishou, and divides stars into characteristic star circles and traditional star circles. The special star circle is dominated by special artists who grew up in the Kuaishou station and gained popularity again in Kuaishou, such as Song Xiaobao, Liu Xiaoguang (stage name: Zhao Si), Wang Xiaoli (stage name: Liu Neng), Tang Jianjun (stage name: Xie Guangkun) and other Zhao family class artists, as well as Yan Xuejing, Pan Changjiang, Feng Gong, Yang Zi and others. The traditional star circle is Jay Chou, Chen Kun, Huang Zitao, Yang Mi, Di Li Reba, Times Youth League, INTO1 and other veteran artists or new generation stars.
So you can see a seemingly misplaced and incomparably harmonious scene on Kuaishou: on the one hand, the post-80s and post-90s people follow the daily life of the featured artists - the interesting passages of gags, the casual and grounded life sharing. On the flip side is the younger generation interacting with the stars they want – encouraging the younger brothers of the Time Youth League to study hard, interact with the INTO1 little brothers, and walk with idols. The diversity of the Kuaishou star ecology is emerging, and the circle breaking and integration are underway.
Several members of the Times Youth League are Lian Mai
Kuaishou began to test the waters in the field of entertainment stars from the second half of 2020, from Jay Chou's settlement, to the stars shining Kuaishou Night, to more than a dozen consecutive golden file large-scale live broadcasts during the Spring Festival with the participation of stars, as well as the "long time not seen" star party on the day of the Chinese New Year's Eve, as well as the just-concluded 66 star live broadcast IP "Hi Hi Star Friends" across 3 months, whether it is star scale or content form are developing towards diversity and batch development, the double circle parallel is not contradictory and sometimes crossed. As of June 2021, Kuaishou has a total of more than 1,600 stars, and the overall number of fans of star accounts has reached 870 million, which can be seen that the brand and user value brought by star aggregation is getting bigger and bigger.
Kuaishou will formulate operational strategies according to the characteristics of celebrities before they enter. From the entry of celebrities, to the daily release of the station, as well as the live broadcast of celebrities, there are different ways to play. For example, actress Yan Xuejing, she is known to the public for the role of mountain apricot in the TV series "Liu Laogen", and then she starred in "Little Aunt Duohe", and also appeared in the Spring Festival Gala many times, and now on Kuaishou she has become one of the representatives of the "characteristic star circle" artists in the double circle ecology, you can see her share life trivia on the platform, such as eating with her family, showing "brown rice slag soybean rice", and will also chat with fans live and eat popsicles without baggage. Affinity and companionship have allowed her to accumulate more than 17 million fans so far, and with the help of Kuaishou Entertainment, she has established "Yan Ma Yan Selection" to explore the road to IP monetization. The latest live broadcast on June 16 brought goods, and the GMV reached 54.3931 million.
Yan Xuejing live-streamed the sale of goods
In view of Yan Xuejing's settlement and development, Kuaishou has formulated an operation strategy based on her personal characteristics, and this customized service ensures that celebrities can give users wonderful and different content, and enhance the sense of trust with users. On the one hand, celebrities will take short videos as a part of life, on the other hand, users will get satisfaction and happiness from these contents, and have an emotional connection with favorite stars. This connection will eventually translate into the commercial value of the star, which is reflected in the form of e-commerce live broadcasting or brand promotion. Short video platforms provide a stage for celebrities and audiences to re-recognize in the era of diversified information distribution.
Do entertainment for the masses and realize social value
Kuaishou's celebrity content ecology has brought the relationship between celebrities and users closer. Trust and a warm community environment allow celebrities to produce more "heart-wandering" content, and daily interactions help them gradually build a very sticky fan base. For fans, today's stars are more tactile than they used to be separated from each other's works and screens, and everyone can feel the positive power from their daily life and get role models.
Short videos of Qin Hao, Di Li Reba, and Xiao Shenyang
The social value of this two-way positive interaction is enormous. Kuaishou expands the original content pool by allowing the content produced by the stars with appeal to spread more positive energy, which is the performance of actively assuming social responsibility. For example, Huang Bo's sea-catching video has aroused everyone's enthusiasm for loving the ocean and protecting the ocean; some celebrities sharing their "parents are short" and life troubles have greatly eliminated the anxiety of the public; by using the same magic expression and participating in the same theme activities, the distance between ordinary people and stars has been shortened, and even become an emotional community, Kuaishou has reshaped the interpersonal ecology of the entertainment industry, making entertainment close to the people, and allowing stars to have a broader fan base.
This is followed by changing people's consumption habits through entertainment and using a new entertainment ecology to lead users' consumption decisions, which is not deliberate. While algorithms are able to change a lot of things, emotions and trust between people are more powerful. At a time when goods are greatly enriched and people's consumption capacity is greatly improved, the Kuaishou entertainment ecology will reshape trust.
Breaking tradition, ushering in innovation, the entertainment industry is changing with short videos, let us look forward to Kuaishou in the next decade to bring new excitement.
Beijing News reporter Wu Longzhen
Edited by Wu Longzhen Proofreader Zhai Yongjun