"Did you have 'Compendium of Materia Medica' today?"
当下最火的主播已不是那些熟面孔，而是近50岁的大叔，“周杰伦好兄弟”、“小泡芙爸爸”、“过气艺人”等众多标签于一身的刘畊宏。
现象级的火爆令刘畊宏1天涨粉百万总粉丝破5000万，每天有着300多万人在屏幕前跟练，与李佳琦并称为“谋财害命”组合。在疫情时代里，谁也想不到在家跳操能造就一位“顶流”，而最终让刘畊宏火遍全网的身份，竟是健身教练…
刘畊宏用专业的能力以及细致的解说，令在场观众一一折服于“刘教练”的身份，也让我们看到只要方法正确，时机成熟，愿意拿出专业的水准以及耐心的服务，平台流量依然会大方地“眷顾”你！
Paid live broadcasts increase content creation
E-commerce has become the first choice for many entrepreneurs. Whether you are building offline physical stores or production workshops, you cannot do without Internet channels. In e-commerce , the live streaming wave launched by Douyin is another major trend in the e-commerce track.
Thanks to this, the dividends of Douyin e-commerce are still worth trying, but as the saying goes, "Success is Xiao He, failure is Xiao He." It is precisely because Douyin live streaming is so popular that countless merchants are rushing to flock to the track. Therefore, for many merchants, Douyin e-commerce is a track that is both easy to do and difficult to do.
As we all know, Douyin converts users through short videos and live streaming, but how to use these channels to make money is something countless people are exploring.
Currently, Douyin has provided many functions for merchants to explore. For example, Douyin recently tested paid live broadcast function for low-level anchors. The reason why I chose a mid-level anchor is because fans have a high sense of recognition of the anchor and have fewer voices of "singing the opposite tune".
In addition to providing a foundation for the next step of commercial monetization, this internal test also seems to be interested in transforming consumers from their usual "online" identity to "audience", which is equivalent to people who buy tickets to go to cinemas, theaters and other places to consume. Just imagine, if a consumer spends money to watch a live broadcast that does not meet his expectations, then at the least he secretly complains, and at the worst he is "spraying fragrance" in the barrage. In this way, with the audience's encouragement and yearning for interests, such paid services will inspire anchors to focus more on content cultivation.
At present, Douyin has tried three paid live broadcasts, and chose to perform online concerts for celebrities for the first time, but he did not expect that the idol economy is full of bubbles. The second time, we tested the charges for continuous microphones, and tapping the anchor’s personal charm and the value of content output can become subjective factors that affect users’ payments. In order to find a more accurate balance point between payment and content, the third internal test was made.
Necessary prerequisites for paid live broadcasts
Let’s not only see how successful the paid live broadcast is, from the perspective of consumers, only if you like the anchor or recognize the anchor, you will be willing to stay in the live broadcast room and pay the bill to watch a performance that meets your expectations. This pay the bill to enter the performance to watch a performance has a certain premise for consumers, that is, if you are familiar with the anchor, understand his work style, and determine that the quality of his content is in line with your expectations, you will pay to watch his live broadcast.
That is to say, Douyin anchors must accumulate popularity through early short videos and live broadcasts, increase the stickiness of fans, sort out the IP or personality, and finally reach the results of paid live broadcasts.
This type of method is a building "foundation" composed of various noun elements such as traffic, conversion, and precipitation, and the core of this "foundation" is "content".
Unlike Taobao and JD platform, most users log in to Douyin is to enjoy entertainment, so it is not a functional platform, but an entertainment platform. Everyone knows that Douyin’s Slogan is to “record a better life”. Our merchants use short video or live broadcast content creation as an output channel to help consumers establish a point of interest, so that they can achieve the final transaction. In the final analysis, it depends on the anchor's own capabilities and the value of content output.
Those who get content will win the world
就拿近日大火的刘畊宏来讲，他的成功归功于找到了合适的内容输出途径，再加之明星光环“周杰伦的好兄弟”“健身达人”等赋予IP价值的名号，在上海疫情最为严峻的时刻里选择了居家跳操，诞生了无数个“刘畊宏女孩”，也成就了“刘教练”本人。
粉丝量一度突破5000w的他，如果除去那些光环加成，那刘畊宏本人也是一个非常较真的健身教练。在直播间内，刘畊宏会在每个动作开始前详细拆解每个动作的发力点，甚至还会给粉丝们“批作业”。
So after saying so much, in the final analysis, if you want to become popular, you must do a good job of content and highlight the value you can bring to your fans. This is one of the most important points that Douyin pays attention to at the moment, which is consistent with the concept that Douyin has launched functions such as the "iron fan" mechanism and wants to express content first.
Although Douyin's daily active users are very large, the amount of shares distributed to each merchant or anchor will not be large, not to mention that traffic is not a single one for everyone. Only if your works are excellent enough can you give you corresponding or more traffic. This is the same as doing performance for employees. If you do well, you will get a commission and evaluate your professional title. If you do not do well, you will get a performance-to-stop elimination. The jungle rule is exactly the same as the workplace. If you want to get more Douyin traffic, you must improve the content in order to adapt to the current environment where the strong prey on the weak.
"It's hard to find a broadcast" is not as good as internal cultivation
From the perspective of content, for short videos, there is always a good set of scripts, likable actors, excellent performances, affordable shooting techniques and countless opportunities for NG. There are always works that meet the public's tastes. For live broadcasts, there is no turning back. All development trends can only be achieved through preliminary preparations and on-the-spot reactions. All consequences can only be digested through reviews. In comparison, the content output environment of live broadcasts will be more difficult than short videos.
Although positions such as operations and field control are very important, the anchor is the only bridge among them to connect consumers. His every move affects the overall situation. It can be said that if the anchor's ability is still possible or better, then he will control the entire live broadcast room and dominate the emotions of fans.
However, good anchors are hard to find for a broadcast, and in the current environment, the salary of anchors is high, and they can only find an ordinary anchor for a salary of tens of thousands of yuan. But what if the anchor trains it from within? Not only is the salary controllable, but there is also a deeper understanding of product than outsiders and a high personnel stickiness. I believe this is the result that many companies want to achieve.
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