Would you consider letting your 70-year-old grandmother be the anchor?
Editor’s note: This article comes from the WeChat public account “Teng Yu” (ID: tengyu-flyu).
Author | Gu Lafeng, Zhang Chenxi
Edit | Chen Qi, Heidu
Design | Zhuang Congting
Height 166 cm, weight 43 kg, wearing high heels and slim skirt, bite a “little girlfriend”, teaches young girls in front of the screen to love themselves, this is 79-year-old net red “Wang grandma who only wears high heels” Everyday everyday.
Grandma Wang has more than 15 million followers on Douyin. In the past 3 months, she has set a record of 5.37 million yuan in live broadcasts with the highest single-game sales. In the forefront, all the live broadcasters of Douyin are regarded as dazzling.
(picture source: “Wang grandma wearing only high heels” vibrato)
According to MobTech big data, the current silver hair netizens over the age of 45 are already close to 100 million, and the rapidly emerging silver hair market has spawned a large number of silver hair internet celebrities. The representative head net celebrities such as “Grandma Wang who only wears high heels”, “Uncle Mo” and “Grandpa Jigong travel to Benchang” have exquisite life and humorous talk, which has subverted people’s imagination of the elderly group, and the number of fans has been broken. Ten million.
That old rural man wants to be an Internet celebrity, okay? Of course, there are a lot of subdivision tracks in the silver hair red, couples such as “Meteor Hammer” and “Aunt Wuya”, sisters such as “Three Flowers”, and grandsons such as “I am Tian” “Grandma”, “Yaoyang and his grandpa”, etc., or funny ground, or sprinkling a lot of old dog food, can lead to a large number of young fans chasing.
Under the wave of short videos invested by the whole people, some amateur elderly anchors have caused concerns among netizens.
Recently, some netizens said that they often get “strange” live broadcasts of old people on Douyin. These anchors often appear late at night or early in the morning, without a professional operation team, and even appear to be “out of date”. The old man on the other side of the screen often just stares blankly at the camera, staring at it all night. After tracking some of these accounts, Tengyu also found someone to introduce amateur middle-aged and elderly people into the live broadcast market to make a profit.
A seemingly fiery silver-haired KOL market, does it really hide the other side?
1 Silver-haired KOL is just red, but not every elderly person can “receive fame and gain”
“If I have a figure like you, I will wake up laughing when I dream.” A short video of Grandma Wang’s performance of a horse, a fan commented. She may not know that the 79-year-old grandmother Wang has been dancing for 62 years and was the head of the dance troupe and opera actor of the Hangzhou Song and Dance Troupe.
Ms. Wang’s founder of MCN Octopus Culture once told the media that it’s easier for middle-aged and older KOLs to build trust than young people, and it’s logical for grandmother Wang to sell beautiful makeup and skincare products.
On March 25, Grandma Wang’s first live show with goods delivered a good result of 4.7 million sales. Oshman’s hyaluronic acid mask alone contributed nearly 800,000 sales. According to Xindiao, Grandma Wang’s revenue over the past 30 days has exceeded 84.47% of anchors, and sales of goods have exceeded 99.53% of anchors.
(Image source: New Shake)
Grandma Hongtian, the other head of the silver hair network with a more grounded atmosphere, also made his first live show with goods last month, earning Yinlang income of 23,000 yuan, more than 97.55% of the anchor.
(Image source: New Shake)
According to the observation from AgeClub, the mass outbreak of middle-aged and elderly Internet celebrities can be traced back to the second half of 2018 at the earliest. AgeClub has counted 30 Douyin head silver hair net celebrities, more than half of them are made by professional MCN companies, especially fashion net celebrities such as “Uncle Uncle”, “Aunt has a fan”, “fashion grandma group”, etc. ,allThe Department comes from MCN.
(Image source: AgeClub)
Compared with the silver hair celebrities operated by professional teams, the singles do not have the continuity in content creation, the video style is similar, the fans are more likely to have aesthetic fatigue, and the post-production is also more rough. When doing live broadcasting, the gap between amateurs and seniors with team assistance is more obvious.
The “Happy Life of Grandma Yan” broadcast daily is an example.
Tracking the live broadcast data of Grandma Yan in the last 14 days, Teng Yu found that Grandma Yan started broadcasting in the middle of the night and often lived for more than 10 hours. These ultra-long live broadcasts are obviously not planned. Most of the time, they only shoot the mobile phone lens against the empty room and tired Yan Yan.
(picture source: “Grandma Yan’s Happy Life” Douyin Live Broadcasting Room)
Long-term live broadcasts did not bring high profits. Cicada’s mother showed that Grandma Yan’s daily income ranged from several hundred, equal to single-digit income. Grandma Yan received a maximum of 8541 voices in the past month Wave, about 850 yuan.
The interest distribution of KOL and MCN has always been concerned by everyone. In the field of silver hair net red, the problem also exists. An MCN company once disclosed to the public account of Tech Planet that the old netizen group hatched by the company last year faced dissolution only in February. Several of them set up another group after they withdrew. The dispute between the two teams has not been resolved so far. .
2 The business prospects of middle-aged and elderly KOLs are still being explored. Aging middle-aged and elderly people to make live broadcasts makes them profitable
It is not difficult for middle-aged and elderly KOLs to suck powder, but the difficulty is how to realize it. Compared with young KOLs, Yinfa Net Red itself faces a physical disadvantage.
For example, the grandmother Wang mentioned earlier, her first live broadcast of the goods lasted for nearly 5 hours, because of limited physical strength, Grandma Wang left after 3 hours of the live broadcast, leaving the scene to the assistant broadcaster. An Dongfei, the founder of Octopus Culture, once revealed to the media that for Grandma Wang, high-density output like live streaming with goods is the limit of 3 hours.
Because of the physical conditions of the elderly and other objective constraints, the MCN operating Yinfa Wanghong must plan the corresponding live broadcasts and short video shooting content in advance, which is difficult for amateurs to take into account. AgeClub revealed that there has been a fashion elder celebrity who stopped updating after half a year of operation, because the old man is in a state of health.
It is worth mentioning that, despite the help of the professional operation team, Grandma Wang’s live broadcast has also gone wrong. During the first live broadcast of the goods, Grandma Wang was forced to broadcast it due to a misoperation that triggered the punishment mechanism of Douyin.
Learning software operation is the first difficulty for senior Internet celebrities to face, and whether middle-aged and elderly KOLs can continue to monetize is also a big problem. The star chart shows that the three silver-haired KOL heads “Grandma Wang who only wears high-heeled shoes”, “Uncle Mo”, and “I am Grandma Tian” offer a short video difference of as much as 150,000, but Grandma Tian, who has the most fans Slightly lower.
(picture source: Star Picture)
Two special incubations, “Aunt has a fan” and “Fashion grandma group”The head of the MCN team of the elderly KOL has also disclosed to the media that there are fans but somehow realize it is a major problem they are currently facing. Not every KOL can smoothly transition from short video to e-commerce.
How to make middle-aged and elderly KOL realize, and worry about the MCN behind it, but how to make amateur middle-aged and elderly to do live broadcast, but it was used by interested people into a business. Teng Yu found a somewhat strange account from Grandma Yan’s watch list, “Xiao Jianbin”.
The videos released by “Xiao Jianbin” are Lianmai with different elderly anchors. In the comment area of the video, many elderly users call him “son”, and he also calls many people “mothers”.
Almost all of the 5,000 people on Xiao Jianbin’s watch list are elderly people. In his “like” list, there are also videos of seniors. The last video of “Xiao Jianbin” was traced back to February 15 of this year, but his WeChat and mobile phone number were left in the video.
Tengyu sent a friend request and it was quickly approved.
For Tengyu asking “How do the elderly make money by sending videos”, Xiao Jianbin first replied “Are you an elderly”, and then did not reply.
Taking a look at his circle of friends, Teng Yu found out that he forwarded live links to the old anchors. The two most recent articles are “1000 Guaranteed Anchors”. Clicking on the link will lead you to the live broadcast software “Old Pomelo” to get a red envelope. After downloading the software, Xiao Jianbin will also be rewarded by the platform.
(Left is the dialogue record between Tengyu reporter and Xiao Jianbin, right is a screenshot of Xiao Jianbin’s circle of friends)
Search in the App Store with the keyword “old age live broadcast”, availableIn order to find that there are many live broadcast software on the market specifically for the middle-aged and elderly groups. The above-mentioned “old pomelo” is to attract middle-aged and elderly people to download and broadcast through social fission and the development of offline apprentices.
(picture source: old pomelo app)
The mutual drainage between the platforms has become a hidden dark line through the social fission of the new and divided achievements. A large number of middle-aged and elderly people are attracted by red envelopes and become anchors.
However, not every elderly anchor can become Grandma Wang.
The affinity of the silver-haired celebrities themselves makes it easy for them to build trust with their fans, which has become a new outlet for traffic chasing. But whether it is to create a silver-haired IP or to take the theme of old-age life as a shooting theme, perhaps we must first consider that before exploring the commercial value of the silver-haired, they need more physical and psychological preparation than young KOLs.
Will you consider your 70-year-old grandmother to be the anchor?