The short video live broadcast room started in 2020. From live sleep to live broadcast Yunbundi, although there are few live sleeps now, millions of people can watch the live sleep during the last period, and Yunbundi earns more than 200 per game. Wan, this undoubtedly reveals a signal that the live broadcast industry will enter the development cycle. There has been an outbreak of host platform wars before, but the difference from the previous one is that this time it is a more refined operation. It used to be multi-platform competition. Platform operation.
Today I use Douyin as the live broadcast operation to share in detail the benefits of the live broadcast industry and how to live broadcast.
Douyin, as the last gold mine still growing in the mobile Internet, the rise of short videos has also allowed capital and entrepreneurs to come for gold. The commercialization of Douyin is also accelerating, and businesses such as advertising, e-commerce, live broadcast, MCN, and intra-city are also developing rapidly.
One, a red sea, full of dividends
Nowadays, watching live broadcast has become a way of life for people.
According to QuestMobile data, as of June 2019, 430 million netizens have watched the live broadcast. Among these users, young people aged 24 and over to under 30 account for more than 50% of live broadcast users.
In addition, more and more young people choose anchors as their career. The report shows that the people engaged in the anchor profession are very young. Post-90s anchors accounted for 68.4%, and post-95 anchors accounted for 15.7%. According to the latest report, in the third quarter of 2019, the average salary for live broadcasting was 9,423 yuan/month.
Now live broadcast is obviously accepted by young people. This also means that there are a large number of potential live broadcast users in Douyin.
Young people will be the main force of consumption in the future, and future opportunities for Douyin will be live on Douyin.
1. Backed by Douyin, Douyin live broadcast has no shortage of traffic
As of July this year, Douyin's daily activity exceeded 320 million, which also provided traffic support for the development of Douyin.
However, how to make good use of traffic is always a problem. According to the person in charge of Douyin, Douyin Live Plaza will optimize personalized recommendations, improve the efficiency of traffic utilization, and make the traffic ratio more reasonable and more stable.
2. Solve the weak relationship between people
Users who are currently accustomed to reviewing the recommended stream will find that more content from the account they have followed will appear in the video stream. The problem of weak relationships between people is solved, which is undoubtedly good news for live broadcast.
In terms of new anchors, Douyin launched the "Dark Horse Plan", which includes traffic growth support, platform services, and monetization models. According to the relevant person in charge of Douyin Live, Douyin Live will build a healthy and sustainable live broadcast creation ecology for creators from three aspects: traffic subsidy, growth support and ultimate service, while serving every creator well. Let the platform and creators achieve a win-win situation.
In addition, Douyin Live has been improving the guild service system and building an ecological community of guilds. It is self-evident that Douyin Live has attached great importance to the guild, and the new guild can gain a lot of room for development.
3. Upgrading live content to cater to more young people
The current post-90s and post-95s generations have actually grown up with the pan-entertainment big wave. The demand for live broadcast of these young users is also growing.
With the exploration of live content, its boundaries are constantly expanding. If you don’t pay attention to content creation and upgrading, you will miss the favor of these young users and be quickly eliminated.
Nowadays, live broadcasting is facing the trend of eliminating the need for high-quality content and inferior content. How to upgrade live content becomes the key. According to the person in charge of Douyin Live, the live content on Douyin Live is very rich. Instead of simple games, dance and other tags, it is replaced by diversified tags such as culture and education, beauty, fashion and cute pets. These live tags will also resonate with users.
Paying attention to the upgrade of live broadcast content and enriching live broadcast content has also become a powerful weapon for Douyin live broadcast.
2. Live broadcast support to build an ecosystem
Compared with other live broadcast platforms, Douyin live broadcast came in late. However, with the super portal of short video, compared with other live broadcast platforms, Douyin live broadcast is somewhat special in gameplay, and the advantages of Douyin live broadcast are also obvious.
1. The head, the middle and the tail are three parties, the live broadcast ecology of Douyin
Nowadays, the Matthew effect of live streaming platforms is obvious. The head anchor will get more attention and traffic support. The result of this is that the head will always be the head and the tail will always be the tail. It is difficult for small or new anchors to find a way out.
In order to flow and recommend positions, many anchors even use eye-catching methods to win positions. Such vicious competition is in fact difficult to form a good live broadcast ecology.
Douyin live broadcast not only has exclusive head anchor traffic support, but also provides corresponding traffic support for live broadcast creators with different life cycles.
Whether it is a special effects artist, a star or a musician, or a guild’s live broadcast creator, there is a corresponding targeted traffic distribution, which ensures that creators at different levels have the corresponding soil to work on.
The head anchor develops steadily, and small anchors and new anchors also have traffic guarantees, which also constitutes a healthy live broadcast ecology for the head, middle and tail parties.
2. Join forces with the guild and delegate power to the guild
In April 2019, Douyin announced the introduction of 1,000 guilds, and will further open the traffic entrance and optimize the live broadcast square to support more live broadcasts.
Tik Tok Live supports the development of the guild with no effort. According to the person in charge of the guild, Douyin Live has launched a 7×24-hour customer service service to resolve guild issues at any time. At the same time, it also provides training and communication opportunities for the association, including online training and offline salons, and industry exchanges.
Douyin Live has been improving the guild service system and building an ecological community of guilds. It is self-evident that Douyin Live has attached great importance to the guild, and the new guild can gain a lot of room for development.
First of all, the cold start plan for the new guild will provide exclusive operation services for the new guild and provide certain traffic support to shorten the growth cycle of the new guild.
Secondly, Douyin has created a brand-new guild rating system that does not use flow as a single dimension, and evaluates guilds from multiple angles; reasonable stratification, providing exclusive traffic privileges and quality services. For different levels of guilds, Douyin Live provides different tasks and supports for the development of different levels of guilds.
In addition, Douyin Live has launched a guild follow-up function to give guilds self-operation capabilities and improve the efficiency of operating creators.
Earlier, it was reported that Douyin opened the daily ending function, and the anchor can withdraw cash after the live broadcast on the same day. This is undoubtedly good news for the anchor and the guild.
Today, Douyin Live has gathered industry power associations such as Quxing Media, Wuyou Media, Goddess Alliance, and Vision Entertainment.
3. "Dark Horse Project" to dig out the dark horse in live broadcast
The "Live Dark Horse Plan" includes traffic growth support, platform services, and monetization models. According to the relevant person in charge of Douyin Live, Douyin Live will serve every live broadcast creator from three aspects: traffic subsidy, growth support and ultimate service.
On the one hand, Douyin Live will increase the homepage recommendation traffic of live broadcast creators; on the other hand, it will also make personalized recommendations to users in the live broadcast square.
At the same time, Douyin will also provide diversified commercial services, from short videos, star maps, live broadcasts, and e-commerce to help live broadcast creators realize their commercial value more efficiently and conveniently, make full use of platform resources, and extend business realization. Life cycle.
The person in charge of the live broadcast of Douyin said that Douyin has been committed to opening up an upward channel for live broadcast creators, and grows with creators through a systematic, professional, and resource-based integration model. (In the following I will talk about how to apply for accommodation in this aspect)
3. How to do vibrato live broadcast
Novice anchors may not have too many fans and presents when they first start live broadcasting. The so-called interaction may also be a person talking to himself.
At this time, don't be discouraged. The most important thing you need to do is to give yourself a clear position, find your own style, and stick to it for a long time. Over time, it will develop its own characteristics and attract like-minded people. The ultimate thing you have to do is to enlarge this part of the group. (For the individual's situation, of course, in addition to overcoming their own problems, but also incubation and operation)
1. Reject the "sorry" mentality
To do a live broadcast requires a good psychological quality. You can have fun together, or you can indulge yourself in the world of one person.
Although many novice anchors communicate with fans across the screen at the beginning, they are often nervous about whether their style is liked by the fans and whether what they say sometimes reflects low EQ.
Many people thought this way when they first started live broadcasting, but the anchor must overcome their embarrassment at the beginning of the live broadcast and take the initiative to chat with fans who like you.
Many people have a keen interest in novel things, and many people have a sense of curiosity about the opinions of strangers. Therefore, don't worry, speak your own thoughts bravely and communicate with fans, with a smile on your face.
Many anchors in the live broadcast room are not particularly rich in facial expressions, and cannot reflect their own personalities.
In fact, a smile can relieve one's nervousness very well, and can harmonize the audience's attitude towards you, and think that you are very nice.
At the same time, you should look at the camera with your eyes from time to time, facing your audience.
In this way, the audience will have a feeling that you are communicating with him, which is not only polite but also an auxiliary language for communication on the Internet.
Be careful not to stare for a long time. If you are not only happy, but also make your fans happy, you will be more than half the success.
2. Feeling "at first sight" with fans
When chatting with fans in the live room, according to the content of the chat between you, find the common ground between you and the audience as the topic of conversation.
When talking, look for the point of fit between you again, and it is best to find the feeling of "at first sight". In this way, both parties will be interested in talking, and you will talk very happily.
In the joyful atmosphere of the live broadcast room, you talked and laughed to listen to songs, played games, and forgot the troubles in front of you. This may be a good way to relieve pressure in the current social environment, and it is also the root of everyone's willingness to watch live broadcast.
The voice needs to have its own characteristics, and the feeling to the fans can be sweet and cute or the voice is very bright and has its own confidence.
Novice anchors can usually take more vocal lessons or make a video tape for themselves to listen to what is lacking in their voice, and which words are more appropriate to change.
You can also watch the live broadcast rooms of high-quality anchors more, observe their expressions, appreciate their ability to cope with black fans, and exchange ideas with peers to change themselves.
In addition to the above two points, novice anchors still face many problems due to lack of experience, such as:
1. Every time I live broadcast, I'm talking to myself. No one talks to me in the live broadcast room.
2. I don't know what the live broadcast is going to say, but I can't find the topic, what should I do?
3. There are so few people in the live broadcast room, how should more people come in?
3. The new anchor is in a cold live broadcast and no one speaks?
It's actually very simple, as long as you can mobilize the enthusiasm of the audience, you will win.
For example, play colorful crossword puzzles with the audience, first dictate the crossword puzzles and let them guess. If they interact with you in time, you will achieve results. If there are still no people interacting with you, then you can jokingly spit out everyone's idiots, and then tell the answer yourself. Note that anagrams must be novel and interesting. Buying color anagram books or direct Baidu can satisfy you.
Red envelopes are sent to everyone from time to time during each live broadcast. (Remember to make a preview during the last live broadcast and remind you when to send red envelopes from time to time during the live broadcast), there are red envelopes when you enter the live broadcast room for the first time, and there are red envelopes for points of attention. Although some people say that these fans are all for the red envelopes, the new anchor is very The popularity needs to be increased. This method can indeed increase the number of fans and interaction in the short term. When the interaction comes up, more people will follow the trend.
End of question. It means that when you talk often, you end up with some questionable topics and tone, so that the audience can continue to talk to you, and don't talk about the topic yourself and others don't know how to talk.
4. There is no topic, and the live broadcast does not know what to say?
This first depends on the anchor’s personal eloquence, not good at communication, and whether he is a talkative person.
But this is just a natural advantage, and it does not mean that people with poor eloquence are not saved.
1. New anchors usually watch some funny jokes or slightly ambiguous jokes on the Internet, so that they can learn to sell them during the live broadcast.
2. Talk about life more. Talking about life does not require eloquence. Interesting things in your life, or even doubtful things, such as why you have worked hard and have not lost weight, let the audience give you suggestions.
3. Accumulate more and make more progress. In the continuous live broadcast process, improve your eloquence, speak more humorously and more attractively, and make people want to continue to listen to the suspense. These all require you to continue to learn. After all, live broadcasts rely on your mouth to eat, if you don’t make progress, you will only be eliminated!
5. How can the new anchor let more people enter the live broadcast room?
First of all, find a way to become popular. You need to make several efforts to become popular: First, you must understand the rules of the popular platform on the Douyin platform and try to follow the rules. For example, if you need to brush more gifts (such as brushing roses), you can guide the audience during the live broadcast. I want to be popular, please brush more roses.
Secondly, a live broadcast with great content must be a good helper to become popular. The wonderful live broadcast includes wonderful speech (the way to improve humor mentioned above), wonderful pictures (can be rich expressions, wonderful talent shows, nice singing, great paintings, etc.), you must play to your heart's content Your strengths!
Finally, live broadcast regularly and regularly. It’s best to set a fixed time and duration for the live broadcast every day to form a stable pattern, so that fans will watch the live broadcast on time according to your regularity.
Because fans also have their own things to do. If your live broadcast time is irregular, how many true fans can always watch your phone when you start live broadcast?
Secondly, every time the live broadcast is fast, the audience can be reminded of the time of the next live broadcast.
This is only for individuals and novice anchors. Next, I have other sharing. There are dry goods in the Q&A area. From analysis to live streaming and live streaming trends, are you ready to do live streaming on Douyin?
Whether it’s live streaming or bringing goods, this trend will develop very quickly in the future. It may be an outlet for short videos. When people are bored, they will find some sustenance.