Rely on KOL? It’s better to rely on the brand itself.
Because of a sudden outbreak, live broadcast accidentally became a nationwide phenomenon.
Since around 2006, “Live Broadcasting” has entered the field of vision of the Internet industry. From live broadcast of games and live broadcasts to live broadcasts that have emerged in recent years, every change in the live broadcast industry is on the pulse of the times, and its potential commercialization potential is gradually being tapped. Whether it is Li Jiaqi or Wei Ya, phenomenal events or the emergence of celebrities have also made people more optimistic about the development prospects of live broadcast-just one day last year, the Double 11 Shopping Festival, Li Jiaqi reportedly sold 2 billion yuan of goods.
When the broadcast seemed to reach an unprecedented high point, a question began to come to the fore: Is this already the culmination of the development of live broadcast? In other words, how much imagination is there in the future?
Live evolution, a “game of power”
Since the live broadcast was born, it has inherent commercial potential.
Early game live broadcasts, show live broadcasts, “Pan entertainment live broadcasts” and influencers live broadcasts mainly relied on viewers’ pay models. There are two main ways for platform players and anchors to earn income: one is to rely on paid viewers to give gifts and rewards. Taking the social platform Momo as an example, its live video revenue accounted for 77% of 2018’s annual revenue ; The other is to realize their influence to sell merchandise, many early game anchors’ income mainly relied on the sale of mouse and other game peripherals.
With the rise of live streaming with cargo, the relationship between live broadcasting and business has become closer. To some extent, the essence of live streaming with cargo is to quickly replicate and cover the nation’s top shopping guides in offline physical stores.
After all, shopping guides with a strong ability to carry goods are scarce resources. In the past, their ability was limited by the offline geographic location. The emergence of live broadcasting has given their shopping guides a larger stage to show their performances-Li Jiaqi is head Before the anchor, I was selling at a L’Oreal counter in a mall in Nanchang. Under the combined effect of a series of accidental factors, it finally became one of the anchors with the strongest ability to carry cargo on the entire network.
But the shortcomings of live broadcasts and live-cargo live broadcasts are also obvious. Under the aura of anchor influence, companies and brands have insufficient power to speak.
Because the broadcast time of the head anchor is limited, brands need to go through at least three to four rounds of selection process in order to squeeze into the final product list. Some media have reported the live broadcast on Li JiaqiAfter screening, only about 5% of the products can be “fortunately” to be snapped up by live broadcast fans.
In addition, due to the high reliance on KOL’s own influence, the meeting between the brand and the consumer in the anchor is more like a “random encounter.” The brand aims at the anchor’s ability to carry goods, and can only complete one-time transactions. After the transaction is completed, the connection between the brand and the user is cut off.
If the traffic around the head anchor is regarded as the public domain, and the traffic precipitated by the brand itself is regarded as the private domain, then for a long time, the public domain traffic and private domain traffic with live broadcast are two separate and independent Pool. This is obviously an issue that cannot be ignored for brands and businesses who want to continue to communicate with consumers.
The rift under the game of power has spawned a new type of live broadcast, “Social + Live.” When live broadcast is incorporated into the environment of the entire social chain, the ability of front-end fission to acquire customers, long-term communication at the mid-end, and continuous conversion at the back-end will be strengthened. And this may be regarded as a new imagination space that has entered the high point of the live broadcast industry and will continue to develop in the next few years.
Live in a social environment, a sudden rise
During the WeChat Open Course PRO held in early January 2020, Du Jiahui, deputy general manager of WeChat Open Platform announced that the latest official mini program live broadcast component will be launched in the WeChat Mini Program in 2020 to help mini program e-commerce development Developers and merchants solve the problems and pain points of high-traffic, large-volume development, such as the ability to broadcast to small programs quickly.
Du Jiahui, Deputy General Manager of WeChat Open Platform
From this talk, you can roughly see the importance Tencent attaches to the ability to access live broadcast in a social environment. At present, Tencent has two sets of live broadcast modes in a social environment. The live broadcast component of the mini-program has been in public beta, and another set of live broadcast modes has been live for about a year. The outbreak of the new crown pneumonia epidemic at the beginning of the year has become the first big test facing the live broadcast.
The rapid outbreak and the subsequent quarantine of all employees at home will undoubtedly represent a huge challenge for offline sales. In a critical window period like the Spring Festival, it is imperative to quickly find new alternative sales channels.
During the period from February 14th to February 16th, the live broadcast launched the “Merchant War Epidemic, live broadcast without snoring” activity. More than 180 offline physical merchants completed a total of 350 live broadcasts, and the number of viewers exceeded 5 million. TotalSales of 25 million.
During the special period of the epidemic, some merchants have achieved the dual goals of acquiring new traffic and destocking by watching live broadcasts. For example, the single-stream live sales of clothing brand Peacebird reached up to 250,000. Sales can reach three times the average daily weekly sales. The skincare brand ’s Valentine ’s Day special sales are more than 1.2 million, and the sales volume of Baiguoyuan ’s live studio is as high as more than 200,000.
Baiguoyuan uses the brand’s public account to draw attention to live broadcast rooms
Even if they do n’t rely on head KOLs and internet celebrity anchors, companies can still use live broadcasts to get good conversion results in a social environment. In addition, what is more important is that compared to the “one-time transaction relationship” that can only be realized in live streaming with cargo, the live broadcast mode in the social environment allows companies and fans to have a channel to build a long-term communication relationship.
From the essentially short-lived traffic purchase, to the long-term private domain live broadcast operation that builds its own traffic pool, it has become the core logic behind the budding of this model. In other words, instead of being parasitic under the influence of the anchor, the brand is also thinking about why not try to cultivate its own influence on live broadcast?
Social transformation live broadcast industry
Live broadcast is a typical two-sided market. Whether the model can work depends on two points: first, whether it can attract enough audiences; second, whether it can allow more brands to enter the platform.
There is an urgent need to establish a positive cycle relationship between these two factors. But right now, the “Matthew Effect” that people are focusing on the head platform is particularly obvious, which hinders the birth of the new live broadcast mode.
But for the live broadcast in the social environment promoted by Tencent, these two development bottlenecks are no longer a problem.
From the front-end traffic acquisition link, Tencent’s two live broadcast modes in the social scene-Kandian Live and Mini Program Live have essentially multiple entrances to attract customers and pass brand private domain traffic in the WeChat domain. And commercial traffic, high-quality traffic on other platforms such as Tencent Video and Tencent News outside the WeChat domain, brand live streaming can directly connect with over 100 million potential users from different channels, and multi-dimensional traffic acquisition is attractive to the brand;
In the back-end sales conversion link, Tencent provides direct link applets, sales conversion channels for e-commerce platforms, and pays attention to user precipitation channels for public numbers and service numbers, which will enable live broadcast to be seamlessly linked to the link. Marketing. Because companies with different characteristics often have very different effectsAs a result, the live broadcast in the social environment also provides a multi-level effect to meet the needs of enterprises from shallow additions to deep conversions. In addition, interactive forms such as shared coupons and full coupons provided in the live broadcast will also drive each user to become a potential node for forwarding fission.
Because of multi-dimensional front-end traffic acquisition and back-end sales conversion channels, brands and merchants have the possibility of getting rid of the high-intensity dependence on a few head KOLs. Businesses can also deposit their own private domain traffic pool through live broadcast, and long-term continuous communication is realized in the live broadcast scenario initiated by the brand.
In addition, Tencent’s own technical strength and Tencent’s advertising data capabilities have also become a weapon for enterprises to carry out live broadcasts. For example, multiple physical and virtual studios can meet the needs of enterprises for live broadcasts of large events and events. In the entire live broadcast link, the contact data of the important links of brand exposure, click-jump applet, e-commerce platform / brand e-commerce applet jump, and sales conversion can also be precipitated as brand data assets, helping Enterprises can quickly locate potential target customers and realize dynamic and real-time adjustment of marketing programs.
Under the blessing of technology and data, the live broadcast in the social environment covers longer links and provides more interactive forms. Compared with the models that rely on influence and traffic for simple monetization, such as online live broadcast and live broadcast with cargo, this new live broadcast looks more refined and long-lasting.
And this model may generate more imagination in the future. For example, due to the existence of the private domain traffic pool, it will become a platform for daily communication between brands and users, which can not only achieve the purpose of selling goods, but also become a field to convey brand values and shape brand culture;
At the same time, because the direct link between the live program and the small program, public account and other back links, the live broadcast can also activate the brand’s own membership system. When a brand can have its own live private domain traffic pool, it is not easy to encounter traffic dilemmas at key points such as the Double 11 Shopping Festival and the brand anniversary, thereby ensuring that the company is not absent from any potential sales season.
Although the live broadcast has entered the rising channel in recent years, the epidemic has unexpectedly accelerated its popularization to the entire population. Among them, the live broadcast in the social environment has more imagination-when the industry has been excited about private domain traffic since last year, it is imperative to establish a private domain traffic pool that belongs to live broadcast.
Simply put, the communication power and commercialization potential of the collision between social and live broadcast is enough to make it an indispensable tool for businesses in the new era of marketing competition in the digital era.
From this talk, you can roughly see the importance Tencent attaches to the ability to access live broadcast in a social environment. At present, Tencent has two sets of live broadcast modes in a social environment. The live broadcast component of the mini-program has been in public beta, and another set of live broadcast modes has been live for about a year. The outbreak of the new crown pneumonia epidemic at the beginning of the year has become the first big test facing the live broadcast.
The rapid outbreak and the subsequent quarantine of all employees at home will undoubtedly represent a huge challenge for offline sales. In a critical window period like the Spring Festival, it is imperative to quickly find new alternative sales channels.
During the period from February 14th to February 16th, the live broadcast launched the “Merchant War Epidemic, live broadcast without snoring” activity. More than 180 offline physical merchants completed a total of 350 live broadcasts, and the number of viewers exceeded 5 million. TotalSales of 25 million.
During the special period of the epidemic, some merchants have achieved the dual goals of acquiring new traffic and destocking by watching live broadcasts. For example, the single-stream live sales of clothing brand Peacebird reached up to 250,000. Sales can reach three times the average daily weekly sales. The skincare brand ’s Valentine ’s Day special sales are more than 1.2 million, and the sales volume of Baiguoyuan ’s live studio is as high as more than 200,000.
Baiguoyuan uses the brand’s public account to draw attention to live broadcast rooms
Even if they do n’t rely on head KOLs and internet celebrity anchors, companies can still use live broadcasts to get good conversion results in a social environment. In addition, what is more important is that compared to the “one-time transaction relationship” that can only be realized in live streaming with cargo, the live broadcast mode in the social environment allows companies and fans to have a channel to build a long-term communication relationship.
From the essentially short-lived traffic purchase, to the long-term private domain live broadcast operation that builds its own traffic pool, it has become the core logic behind the budding of this model. In other words, instead of being parasitic under the influence of the anchor, the brand is also thinking about why not try to cultivate its own influence on live broadcast?
Social transformation live broadcast industry
Live broadcast is a typical two-sided market. Whether the model can work depends on two points: first, whether it can attract enough audiences; second, whether it can allow more brands to enter the platform.
There is an urgent need to establish a positive cycle relationship between these two factors. But right now, the “Matthew Effect” that people are focusing on the head platform is particularly obvious, which hinders the birth of the new live broadcast mode.
But for the live broadcast in the social environment promoted by Tencent, these two development bottlenecks are no longer a problem.
From the front-end traffic acquisition link, Tencent’s two live broadcast modes in the social scene-Kandian Live and Mini Program Live have essentially multiple entrances to attract customers and pass brand private domain traffic in the WeChat domain. And commercial traffic, high-quality traffic on other platforms such as Tencent Video and Tencent News outside the WeChat domain, brand live streaming can directly connect with over 100 million potential users from different channels, and multi-dimensional traffic acquisition is attractive to the brand;
In the back-end sales conversion link, Tencent provides direct link applets, sales conversion channels for e-commerce platforms, and pays attention to user precipitation channels for public numbers and service numbers, which will enable live broadcast to be seamlessly linked to the link. Marketing. Because companies with different characteristics often have very different effectsAs a result, the live broadcast in the social environment also provides a multi-level effect to meet the needs of enterprises from shallow additions to deep conversions. In addition, interactive forms such as shared coupons and full coupons provided in the live broadcast will also drive each user to become a potential node for forwarding fission.
Because of multi-dimensional front-end traffic acquisition and back-end sales conversion channels, brands and merchants have the possibility of getting rid of the high-intensity dependence on a few head KOLs. Businesses can also deposit their own private domain traffic pool through live broadcast, and long-term continuous communication is realized in the live broadcast scenario initiated by the brand.
In addition, Tencent’s own technical strength and Tencent’s advertising data capabilities have also become a weapon for enterprises to carry out live broadcasts. For example, multiple physical and virtual studios can meet the needs of enterprises for live broadcasts of large events and events. In the entire live broadcast link, the contact data of the important links of brand exposure, click-jump applet, e-commerce platform / brand e-commerce applet jump, and sales conversion can also be precipitated as brand data assets, helping Enterprises can quickly locate potential target customers and realize dynamic and real-time adjustment of marketing programs.
Under the blessing of technology and data, the live broadcast in the social environment covers longer links and provides more interactive forms. Compared with the models that rely on influence and traffic for simple monetization, such as online live broadcast and live broadcast with cargo, this new live broadcast looks more refined and long-lasting.
And this model may generate more imagination in the future. For example, due to the existence of the private domain traffic pool, it will become a platform for daily communication between brands and users, which can not only achieve the purpose of selling goods, but also become a field to convey brand values and shape brand culture;
At the same time, because the direct link between the live program and the small program, public account and other back links, the live broadcast can also activate the brand’s own membership system. When a brand can have its own live private domain traffic pool, it is not easy to encounter traffic dilemmas at key points such as the Double 11 Shopping Festival and the brand anniversary, thereby ensuring that the company is not absent from any potential sales season.
Although the live broadcast has entered the rising channel in recent years, the epidemic has unexpectedly accelerated its popularization to the entire population. Among them, the live broadcast in the social environment has more imagination-when the industry has been excited about private domain traffic since last year, it is imperative to establish a private domain traffic pool that belongs to live broadcast.
Simply put, the communication power and commercialization potential of the collision between social and live broadcast is enough to make it an indispensable tool for businesses in the new era of marketing competition in the digital era.