Rhino Entertainment Original
Wen | Fat Department Editor| Xia Tian
The hot topics of Kuaishou star ecology continue to be.
"The Dream of 1.9 Billion Girls" Lin Xinxin led the balloon dog to come; the 99 little brothers of the creation camp also came, and the into1 of the group also became the Kuaishou Youth Experience Officer; Huang Jingyu, who filmed in the Beihai, came with his daily life and did not expect to bring fire to summon whale special effects; Song Xiaobaolai live-streamed the directorial debut, Jay Chou came to respond exclusively to the black comments, and the entertainment star live broadcast label "Hi Hi Star Friends" gathered Chen Kun, Qin Hao, Di Li Reba, Meng Meiqi, Cheng Yi, the Times Youth League, Huang Zitao, Ju Jingyi, Zheng Kai and other stars. Summoned more than 600 hot searches across the network.
Stars gather, different types, and the output content is diverse. According to Kuaishou's public data, as of June 2021, Kuaishou has a total of 1600+ celebrity accounts, the overall number of celebrity accounts has reached 870 million, and the daily average vv of celebrity-related content has reached 1.4 billion. All kinds of stars have found a place in the star ecology with high tolerance in Kuaishou.
Based on the insight into the current ecological status of short video stars, Kuaishou proposed in April this year that the platform has formed a "double circle" concept composed of platform featured stars and traditional entertainment stars, and continues to strengthen the operation ability of the star ecology. After 2 months, some changes are happening.
Kuaishou star "double circle" returned to the position
Customize gameplay to differentiate yourself
According to the head of the Kuaishou entertainment star business to Rhino Jun, the concept of "double circle" is proposed from a discovery, in the Kuaishou platform, the traditional stars are rising fast, the fan activity is high, the fans of Kuaishou featured stars are also very gratifying, and the content traffic of many comedy stars and northeast stars is also very high.
The concept of "double circle" is derived from such platform attributes, and the characteristics of the star ecology it shows are strong inclusivity, high user trust, and different stars can achieve good development on Kuaishou with different growth models. It can be said that Kuaishou is creating a different entertainment circle.
At present, the traditional stars in the Kuaishou "Double Circle" include Jay Chou, Chen Kun, Huang Bo, Shen Teng, Yang Mi, Jing Tian, Di Li Reba, Meng Meiqi, Times Youth League, into 1, etc.; while the platform featured artists include Feng Gong, Pan Changjiang, Gao Yalin, Song Xiaobao, Yan Xuejing, Wang Xiaoli, etc., the overall comedy is the mainstay, and the platform recognition is high.
The "double circle" stars have their own characteristics. In the trusted and warm community environment of Kuaishou, traditional stars can build a very sticky fan base through personalized content output and interaction, and obtain new growth opportunities. For example, Zheng Kai and Yue Yunpeng both exchanged their experiences and feelings with fans in educating their daughters as fathers in the previous live broadcast, and won 15 and 10 topics on the hot list of the whole network respectively.
Another example is the noble and cold Di Li Reba on the big screen in the kuaishou live broadcast room want to use the voice changer to sing to the fans but repeatedly overturned, the entire live broadcast room echoed reba "aaaah" test tone; and when dancing "Thunder", once again because of dancing too hard to jump the balloon in the live broadcast room.
Sweet sister Cheng Xiaolian Mai station in the king glory of the national dress head of the talent gift, teamed up five rows to open the black, did not expect to expose their id "Beijing first wild sister". Because of this name, Cheng Xiao was called "Wild King" by Yang Mi, who was ided as "Fight Me and Cry". In the Kuaishou community environment, the personalized content of celebrities has such a sense of reality and surprise, and only Kuaishou can maximize the value of these contents.
Veteran artists such as Zeng Zhiwei, Ren Xianqi and Fu Disheng have gradually become head creators by using platform play to amplify the feelings and influence in the audience. For example, Zeng Zhiwei often plays the image of "big brother" in short videos, and Ren Xianqi, who has many golden songs, often releases lead videos, and the content can be watched up to tens of millions.
The platform featured artists in Kuaishou's acceptance and love is no less than that of traditional stars, from the perspective of user attributes and needs, users have high consumer demand for comedy and northeast stars, and it is easy to get traffic with good content.
Among them, the scale of Zhao Jiaban artists has been expanding, with Fans such as Song Xiaofeng and Yang Shulin breaking through tens of millions; in addition, more comedy artists such as Pan Changjiang, Feng Gong, Gao Yalin, etc. have also entered a new peak of their careers through Kuaishou and become regular customers of the Kuaishou star list; and Yan Xuejing, who has exceeded 14 million fans in a year and a half of Kuaishou, has opened up e-commerce channels with the brand "Yan Ma YanXuan".
Kuaishou matched different operating models for "double circle" stars. The characteristic circle stars who have found a growth mode, Kuaishou helps them to monetize the traffic they have accumulated, further deepen their binding with the platform, and form a positive cycle of ecology; and for the traditional stars who have just joined, Kuaishou will help them find the account settings and content direction through heavy operation, bring new traffic and then try to commercialize. In this process, the ecological activity and high tolerance of Kuaishou have played a strong catalytic role.
The "double circle" is not a split existence, based on the underlying logic of high activity to bring high fan consumption, it has achieved a convergence effect of 1+1>2 in Kuaishou. This year Chinese New Year's Eve's "2021 Kuaishou Orange and White Entertainment Festival - Embrace you who haven't been seen for a long time" has become a model of double-circle integration. Not only did Jackie Chan, Dawn, Liu Ruoying and other Heavenly Kings appear after the song, but also Chen Xiaochun, Zeng Zhiwei and other "golden brothers" sang "Friendship Years"; there were veteran artists Lin Yilun and Sunnee Yang Yunqing singing on the same stage, and there were also "rural love" original class members who immediately came online.
The total number of views in the live broadcast room that night was 260 million+, and the circle-breaking effect and topic popularity driven by the aggregation of "double circles" may prove that the overall revitalization and structural optimization of the ecology of Kuaishou stars can be proved. The stars are in their most suitable positions, and together they form a fast hand of the stars.
Ecological integration and evolution
Kuaishou Star Ecology 3.0 era
With the second half of last year, Kuaishou tested the star entertainment ecology, the scale of stars or the form of content are developing towards diversity and batch, promoting brand and user value with aggregation effect, gradually establishing an ecological cycle, and then opening up commercialization and realization, which is currently in a new stage.
From multiple levels such as platform strategy, ecological growth, and star-fan relationship, it can be considered that the short video star ecology has entered the 3.0 era, and Kuaishou is becoming an explorer at this stage.
The opening of the 1.0 era is marked by the independent entry of many stars into the short video platform in 2017, the stars have realized the conversion of private domain traffic of personal heat, and began to create some personalized content, and the more successful early Kuaishou stars such as Wang Zulan have accumulated nearly 30 million platform fans.
The characteristic of the 2.0 era is that after the platform gathers a certain number of stars, it begins to integrate resources, support development, and invite stars to settle in a targeted manner. Since last year, Jay Chou, Shen Teng, Chen Kun, Yang Mi, etc. have successively settled in Kuaishou, and the platform has also formed an effective set of gameplay around the entry of stars and daily operations.
Today, with the number of Kuaishou stars reaching 1600+, The "double circle" of Kuaishou is essentially to refine the classification of stars, adapt to different resources and playing styles, and enter the 3.0 era. This is based on the completion of the number of star ecology accumulation, which needs to be iterated in operation and enter a new stage of more efficient, reasonable and win-win results.
To build such an operating system, it is necessary to fill each part with more accurate tools and gameplay, and strengthen the service ability of individual stars under different classifications. In the past year, Kuaishou has tried in many ways to supply "ammunition" for this part of demand.
In terms of traditional stars, the new generation of traffic represents the Times Youth League settled in Kuaishou in September last year, established the first personal short video account of the members, and the total number of times the hot list is listed 48 times a week, and frequently creates circle hotspots, such as members' live broadcasts of several birthday parties on the platform to drive tens of millions of views; and these live broadcasts can highlight the characteristics of members, such as "vocal" Zhang Zhenyuan's birthday party opened a "Xiao Zhang's 17-year-old limited KTV" link.
At the same time, Kuaishou Entertainment launched the star live broadcast feature label "Hi Hi Star Friends", which is the first high-quality and serialized long-term live broadcast IP of Kuaishou Entertainment to integrate stars and entertainment content, including three parts of the real star movement, really good listening, and really good-looking columns, and carried out 66 star live broadcasts in April and June, covering the matrix of stars, music, film and television, bringing many famous scenes: such as Yue Yunpeng's magic expression "changing his head", Huang Zitao missed his father at the birthday party and shed tears, Cheng Yi showed his voice, and was jokingly called "Hengdian fugitive singer". Zheng Kai's official announcement of his daughter's nickname has become a precious memory with fans.
Platform feature stars also have their own stages. This year, Zhao Jiaban's collective appearance of the "New Year's Taste Battle Drama Essence in Place" live broadcast, a total of 130 million views, the whole network hot list of 26 topics, showing a deep platform fan precipitation; as well as the e-commerce field, Yan Xuejing, Wang Yaoqing, Yang Zi, etc. have established personal brands, becoming the transmitter of the concept of Kuaishou trust e-commerce, and also becoming the core anchor force of the Kuaishou e-commerce system, continuing to refresh the gmv record.
Customized star operation actions can not only further enhance the fan gathering degree of the platform, but also open up a new star-fan relationship, becoming a key position for celebrities' personal expression and fan interaction perception.
The strong stickiness between stars and fans is actually in line with the Kuaishou "family" community atmosphere, by reshaping the relationship between stars and fans, the platform is establishing a star community with Kuaishou characteristics; and the platform adaptation of the playing style further helps the stars output a three-dimensional complete image, and fans to establish a deep identity in terms of emotion, value and consumption, to achieve stronger fan stickiness and more conversion space. In this process, the value of the Kuaishou platform has also achieved more diversified value-added.
Real stars, entertainment for the people
Previously, Li Mengpan, head of content operation of Kuaishou Entertainment Star, said in his speech, "We hope to let stars and the public stand together and affect every ordinary person in different ways, which is also the greatest value of stars." The original intention and purpose of the platform is to do "the people's entertainment.".
With the expansion of the volume of Kuaishou users and the diversification of the circle, it is not only necessary to improve the volume of stars and related content, but also to let users have a sense of gain in content quality and richness. Taking the needs of users as the direction of force, Kuaishou will further strengthen its service capabilities for star creators and users, and will build more stages.
Let the real stars meet the users, the Kuaishou platform is practicing the promise of "people's entertainment" through the star ecology.
With Kuaishou reaching 1 billion global monthly active users, the platform's national and content diversification characteristics are more obvious. In a community atmosphere that emphasizes unprocessed, authentic and rich content, celebrities can let go of true self-expression, while Kuaishou gives celebrities rich space and freedom, shortening the distance between stars and users, and inspiring and creating more fun and circle-breaking content.
The star ecology has thus strengthened the value expansion of the platform, which is the gathering place for users to consume entertainment content, and also the online carrier of star fan relationship and emotional identity, which further opens up the linkage space with more Kuaishou ecology and provides a new potential for growth for the entire platform.
Taking Huang Bo as an example, he often shows his life as a Qingdao native, playing diving, surfing and catching the sea, expressing his love for his hometown and the sea. Therefore, Kuaishou invited him to serve as the initiator of the sea-catching activities on the site, encouraging users to make sea-catching videos and greatly promoting the development of Kuaishou's content, with the topic #Taking Kuaishou to the sea to reach 1.42 billion views.
In addition, Song Xiaobao, who was exclusively stationed during the Spring Festival this year, promoted the movie "Fortune Diary" through live broadcasting, and the first live broadcast sent 400,000+ movie value-added coupons for 0.1 yuan, effectively driving the film to become the first hit of the New Year's online movie, showing kuaishou's energy efficiency in online movie marketing. The strong synergy between stars and film and television makes the complementarity and diversion of the overall entertainment ecology more complete.
The concept of "double circle" is a self-thinking and combing in the ecological development of Kuaishou stars, and also marks a new stage of its more mature ecological development, and the ideas of refinement, customization and efficiency shown in this process will continue to be extended in the next stage. In the future, no matter what kind of star can play well in the Kuaishou "double circle", the future of the "double circle" operation is still full of imagination, and the growth of the star ecology brings more possibilities for platform value-added.