In today’s general environment, mainstream media can also bring goods through live broadcast, while achieving social and commercial value.
Editor’s note: This article comes from the WeChat public account “Hedgehog Commune” (ID: ciweigongshe) , author Chen Bin, editor-in-chief. Released with authorization.
“Every time I leave Wuhan to be a referee, I see Zhou Heiya on the high-speed rail, all are beautiful women.” In order to recommend several Hubei specialties, the former gymnastics Olympic champion Yang Wei spoke to the audience.
This scene occurred in the vibrato live room of “Xiaoyang Video” on the evening of April 27.
“Xiaoyang Video” is a short video media affiliated with CCTV. The content is usually based on serious social and international news. This time, the central media of “Tall and Great” also started live streaming. Cao Xuanyi, the host of the CCTV network who usually appeared dignified, also chewed chicken feet in front of the audience.
Cao Xuanyi (left) and Mai Yangwei (right)
In 2020, a sudden outbreak accelerated the transition from “everything can be broadcast live” to “everyone can broadcast live”.
Middle-aged internet celebrities who failed to start a business, young sales at shopping mall counters, and county magistrates ’secretaries all left behind in the live broadcast room. Nowadays, the professional and serious media have also joined the live broadcast, and there are more than one participant.
In April, Douyin Live launched the “Help Hubei” live-streaming public goods project, which received responses from about 150 authoritative mainstream media, including Xinhuanet, Xiaoyang Video and other central media, and also included various provinces and cities across the country. Local mainstream media, this is the first large-scale media live broadcast linkage project in China.
As of the end of May, Douyin will broadcast several mainstream media every day to endorse Hubei ’s commodities.
This grand event was completely unimaginable before the outbreak.
What kind of consideration is behind the mainstream media that specializes in professional and serious news reporting, and enters the entertainment live broadcast with one foot?
When the “serious and authoritative” character enters the “new context”
Public welfare is “100 schoolsThe direct purpose of the “Live Media Delivery” project.
On April 8, the unblocking of Wuhan City for nearly three months was suspended, and Hubei’s economic development finally waited for a hint of spring. From the end of January to the present, Hubei’s offline real economy has been hit to varying degrees, and it is still a waste.
How to return the economy to the track of rapid development has become an important issue.
Long before the epidemic, live broadcast delivery as a brand new digital marketing solution has been verified by the market, showing a driving role beyond imagination.
According to the data from AiMedia.com, the domestic market for live streaming in 2017 was 19 billion yuan. By 2019, this number will increase to 433.8 billion yuan, a nearly 20-fold increase. The agency expects that the market size will increase to 961 billion yuan by 2020, doubling again.
Compared with donating money and materials directly, providing Hubei enterprises with an online sales channel may play a greater role. The source of this “100 Media Live Broadcasting Goods” project comes from more than 200 Hubei enterprises and is provided by the official Douyin Live. It includes Hubei specialties such as Zhou Heiya and Qianjiang crayfish, which involves clothing, food, housing, and transportation. , Use and other aspects.
Helping some products in Hubei / self-trembling
For these Hubei enterprises, this cooperation with Douyin Live Broadcast not only solved the urgent need, but also provided more possibilities for the subsequent development of the enterprise.
In the past two years, there is a very hot concept called “new infrastructure”: compared with the traditional infrastructure visible to the naked eye such as highways and hospitals, there are many new infrastructures such as 5G technology in the Internet field. In the development of an enterprise, the use and construction of new infrastructure is equally important.
In the field of Internet content, “live broadcasting” is one of the most important “new infrastructures”. Enterprises based on this “new infrastructure” often have more room for development.
At the same time, the live broadcasts of local administrative officials such as mayors and county magistrates are very popular, which proves that the “serious and authoritative” social role can also adapt well to the context of live broadcasts.
In March, Zuo Huaili, the secretary of the county party committee of Yichuan County, Shaanxi Province, and the Douyin food expert “Country Beard Brother” broadcast live Lianmai, and personally recommended the specialty “Yan’an Apple” to netizens across the country. The entire live broadcast continued and gained 300,000 views. Apple soldThe sales volume has reached 180,000 catties. Nowadays, more and more city and county leaders have appeared in major live broadcast rooms one after another to help local businesses better resume work.
Zuo Huaili in the live broadcast room
This posture is somewhat similar to the 2012 government microblog eruption, and it also reflects the mainstream voice’s recognition of the live streaming model.
The role of “serious and authoritative” role in joining live streaming is undoubtedly advantageous.
The so-called “live broadcast with goods”, its essential core is actually “take goods”, “live broadcast” is just a means to show to the audience. People buy things in Luo Yonghao and other online celebrity live broadcast rooms, in fact, it is out of trust in him and the high cost performance of the goods.
The role of “serious and authoritative” has always been respected by the public, and “bring your own traffic”. When they are recommending some high-quality goods, the audience will not have “physical resistance” like watching TV shopping.
Since the county mayor and the mayor can live and bring the goods, the mainstream media that are also “serious and authoritative” roles are naturally worth trying.
From the perspective of live broadcast effects, many mainstream media have just arrived, and have achieved quite good results. On the day of May 1, Hubei Daily News achieved a platform transaction volume of 410,000 in a live broadcast. Compared with Luo Honghao and other Internet celebrities, this number is not much, but for “newcomers” who have just entered the field of live streaming, it is a satisfactory answer.
Why is Douyin live broadcast?
In many live broadcast delivery platforms, the relatively low-key live broadcast of Douyin in the past has gained the recognition of mainstream media. In this field, Douyin Live has achieved many brilliant results.
The most praised by the outside world is undoubtedly the “top flow” Luo Yonghao’s achievements. After the first live broadcast, Luo Yonghao reached an astonishing 110 million sales, breaking the record of the vibrato live broadcast platform. In terms of influence, it is far more than the vast majority of anchors with goods. Every live broadcast, you can always mention a few Weibo hot searches.
Luo Yonghao’s end of each live broadcast will also attract a lot of media reports: the first live broadcast ended, many reports lamented Luo Luohao’s strong ability to bring goods and poor delivery level; the second live broadcast ended, there are The report pointed out that Luo Yonghao took the goods up, but the sales volume went down, expressing hisNot optimistic; the third live broadcast ended, sales increased by 60.9%, some media also said “Luo Yonghao has become.”
So that Luo Yonghao himself expressed, “The media will observe it for a while, and it will not be dead. It will also prevent you from secretly deleting something.”
The picture is taken from Weibo “Luo Yonghao”
Douyin Live is backed by Douyin App and also has a huge user traffic pool. According to data released by the official Douyin in January this year, the number of daily active users of Douyin has exceeded 400 million. At the same time, the attributes of short video and live broadcast are complementary, and the combination can meet the needs of more diversified users. In this general trend, the advantages of Douyin Live are self-evident.
Most mainstream media participating in the “100 Media Live Broadcasting” project have also accumulated a certain amount of fans on Douyin, so there is no need to restart the “cold start” again.
In addition to “hard power”, mainstream media recognizes Douyin’s public welfare live broadcast, which may also be related to the conformity of values.
The live broadcast circle has hundreds of millions of viewers, and the anchor ’s subtle words and actions may affect any individual in the society, resulting in a series of butterfly effects. How to avoid the wrong or even illegal information transmitted by its anchors has become the pain point of the live broadcast platform.
Under such a large environment, the performance of Douyin live broadcast is quite eye-catching.
During the epidemic, Douyin launched the “Our Anti-epidemic Life” live broadcast project, encouraging viewers to face a home isolation life with a more positive attitude, and then to the world ’s first live broadcast of Antarctica, which has always been sending a positive signal to the outside world. .
Therefore, it is not so difficult for mainstream media to choose Douyin Live as the live show’s virgin show.
The next outlet for media transformation
At 7pm on April 29th, the two radio hosts of “FM93 Zhejiang Traffic Voice” were dressed as Xu Xian and Bai Niangzi respectively, and promoted Zhou Heiya and handmade lotus root powder in the live chat room; the next day At 6pm, the host of “Wuhan Broadcasting and Television” lived up and sang a Wuhan-style “Duck Neck” song while eating, and the program was full of effects.
The hosts of various mainstream media gradually began to abandon the original “high cold” image, and chose to appear in a more grounded way in the directIn the studio. For these more than 100 mainstream media, so hard to live broadcast goods, not only has public welfare considerations, but also to better grasp the “live broadcast goods” outlet.
With the popularity of the Internet, the traditional mainstream media has been seeking transformation since the initial blog era. However, there are not many real success stories.
This phenomenon is closely related to the serious professional content produced by mainstream media and the contradiction of the communication context in the Internet age. But in many cases, this “serious and professional” image is instead an “incremental” of the media, especially in the field of live streaming, which can increase the audience’s trust. In today’s general environment, mainstream media can also bring goods through live broadcast, while achieving social and commercial value.
From a content perspective, the live broadcast of traditional media testing can only be regarded as a content supplement, but from a commercial perspective, this supplement is of great significance to improving the media’s income structure.
In general, advertising is often the sole source of income for the media. The income structure is too simple, which means that when special circumstances arise, these media generally lack the ability to “fight against”. Under such circumstances, the live broadcast of goods at the tuyere is an ideal “answer” for the traditional media and the emerging online media who are trying their best to enrich their income sources in the current general environment.
However, there are some problems that need to be solved for mainstream media to bring live broadcasts, such as how to find the right positioning, whether to create a media IP or the host ’s personal IP, and how to find between the existing style and the live broadcast live environment Balance point and so on. The final result can only be judged by the market.