Since signing Liu Yan as a spokesperson, the app, which is known as the dark horse in the field of voice live broadcasting, has made a big move.
On October 20, Yami Voice, a well-known voice live broadcasting platform in China, officially announced the signing of Jinsha and became a new brand spokesperson. As soon as the cooperation was announced, it immediately attracted the attention of the technology industry and the entertainment industry.
Since its launch, Yami has been steadily cultivating the field of entertainment voice live broadcasting, and it has begun to grow rapidly in 2021, achieving eye-catching results and becoming a dark horse in the entertainment vertical category in the field of voice live broadcasting. Today, Yami is holding hands with Jinsha, which is even more controversial. In the short term, this endorsement promotion can be seen as a brand behavior of Yami, empowering its brand value. In the long run, it is not difficult to see from this cooperation that Yami's deep exploration of the future in the field of live broadcasting.
Join hands with Jinsha to create a three-dimensional brand promotion
Yami and Jinsha join forces and can be seen as a "win-win" cooperation.
In 2002, an "Eighteen-year-old sky" became a phenomenon-level TV series of the year, and Jinsha, who played "Lan Feilin" in the TV series, relied on her excellent play and sweet image in the work to become the indelible "national first love" in the hearts of many generations. Relying on hard work and talent, Jinsha began to develop in the film and television song Sanqi, and its first song album "Air" made Jinsha quickly popular in the circle, and "Summer Blown by the Wind" has become a classic.
It can be said that the success of Jinsha is not unrelated to its continuous efforts and courage to change, and Jinsha, who has been debuting for nearly 20 years, is still constantly breaking through herself and has won a lot of praise and admiration.
"As long as you set a goal, you will do your best." This also coincides with Yami's own brand image. Before the advent of online audio, Yami has begun to explore the various possibilities in this field, and after continuous product iteration, Yami has become a benchmark product that cannot be bypassed when it comes to this field. It is reported that this time Yami and Jinsha joined hands, in addition to brand endorsement cooperation, Jinsha will also officially enter the platform as a content author. This also provides a path for Jinsha to reach users more easily, and adds many new ways and possibilities for the promotion of its future works.
For Yami, the choice of Jinsha as a spokesperson is also very much in line with its product tone and user attributes. According to statistics, Yami covers all age groups of users, mainly distributed in the 25-40 age range, of which men account for 74.9%, which coincides with Jinsha's fan portraits.
According to ai media consulting's "2020-2021 China Online Audio Industry Research Report", more than 90% of users have higher demands for the content provided by the current online audio platform. For the voice live broadcast vertical category, high-quality content (that is, anchors and other audio producers) has an important impact on user competition, and whether more high-quality creator resources and IP resources can be obtained determines to a certain extent whether the product can take the lead in future competition.
In the context of users' demand for high-quality content, The entry of Jinsha has also sent an official signal to the majority of Yami users and ecological authors. In the future, Yami will also introduce more high-quality anchor candidates through influence, continuously enhance the competitiveness of product content, and continuously expand the proportion of brand columns and celebrities under the basic plate of ensuring grassroots and talent anchors, and finally create its own content and brand barriers while providing users with better services.
Deeply cultivate the field of brand voice and lay out the high-quality content ecology
From the development process of the content platform, it is not difficult to see that UGC content can inject a steady stream of profits into the product in the stage of barbaric growth, but after that, if a mature PUGC content ecology is not built, the product often will not have higher development opportunities, and with the transfer of user attention and the dissipation of freshness, the platform will often fall into trouble.
Of course, it is not easy to have a good PUGC ecosystem. Starting from UGC to build PUGC, the introduction of high-quality anchors, the construction of guiding platforms, and the incentive of high-quality content are indispensable, at the same time, the platform also needs to have a keen sense of smell for its own user attributes and appeals, and can understand what users need most at present and even in the future.
In order to build a better PUGC ecology, Yami began to lay out very early, and inviting Jinsha to settle in can also be seen as another step in deepening its "brand voice".
In terms of platform construction, Yami has also launched a number of personalized PUGC exclusive columns based on the demands of different users in different scenarios. At present, the site has formed a voice live PUGC content variety show ecology, roughly divided into four categories: music, talk shows, emotions, and interactions. On this basis, based on the different demands of users in different segments, Yami has created program content with different styles and contents in different categories, such as the "Rapper Alliance" that focuses on online hipop cultural exchanges, the "I am a big star" that focuses on grassroots fame, and the "Cloud Bar" that focuses on online K songs. In addition, there are other categories of excellent PUGC exclusive column content such as "Mouth King", "Constellation CP", "Heartbeat Queue", "Drama Essence Please Be in Place" and so on to meet the needs of users with different content requirements.
Continuing to introduce kols in the high-quality content ecosystem, and officially taking the lead in designing different categories of content, Yami can be said to have achieved a high level in the field of voice live broadcasting.
Explore the future of voice live streaming
According to statistics, the scale of online audio users in China is expected to be as high as 640 million in 2021, and it is speculated that this figure will become 690 million in 2022 based on the average annual compound growth rate of the past few years. The needs of 690 million audio users do not coincide with those of users in the fields of short video and live broadcasting, and audio users often have different demands for mobile phone application scenarios, traffic control, application operation thresholds and many other aspects. At present, the more mature areas of online audio are mainly concentrated on players and audio content platforms, while audio social and audio live broadcasts are still in the blue ocean stage, although the popularity of audio social and audio live broadcasts has gradually increased this year.
Obviously, Yami is also thinking about how to undertake the demands of more users, and from its path, it can be divided into two aspects.
First of all, in terms of the internal ecology itself, Yami needs more high-quality anchors and content to complete the user's commitment to different content needs. In addition to carrying out and promoting various PUGC content in parallel, attracting a large number of stars, heads, and waist foreign anchors to settle in, Yami also launched a "star-making plan" specifically for platform people. Under the star-making program, Yami will contribute 1 billion traffic to cultivate users who want to become anchors and provide professional guidance. This stimulates the user's conversion to the platform very well, which in turn enhances the user stickiness.
Secondly, by creating various content and marketing events, we will awaken more vertical seed users, core users, and pan-entertainment users, so that more people can enter Yami. After that, through the way mentioned in the first point, increase user stickiness, stimulate users to continuously convert between viewers and anchors, and produce more high-quality content under incentives. Including the annual Yami annual ceremony, as well as the 2021 "The Voice of China" official designated voice live broadcast platform, to create the Good Voice special Yami team, etc., have made Yami more out of the circle, so as to achieve explosive growth.
Of course, in order to be able to radiate to more potential users, Yami will definitely bring more surprises. In the future, the field of voice live broadcasting may be combined with more possibilities, including "+ e-commerce", "+ life", etc., and then create a pan-entertainment "boutique theme park". This is also really exciting.