How can we better insert live broadcasts and find our own living space? The "Yibo Time Content List" for January 2017 released by Yibo, the leading domestic live broadcast platform, on the 13th provides an antidote.
In addition to envying these top live broadcasters on the list, we also need to analyze the routines involved.
De-entertainment: Live broadcast of "Red List" shows the power of verticality
You thought that singing, dancing and showing off would be boring, but in fact, the market has changed now.
On the list of Yibo, what is really eye-catching is that the division of popular content is very obvious. For example, the top ten popular contents such as "Old Drivers Chatting About Balls", "Successful Love Learning Club", and "Celebrity Special Tasks" belong to 9 categories including sports, horoscopes, entertainment, finance, and education.
That is to say, the anchors and content on the live broadcast platform have gradually de-entertained, developed in a vertical and sophisticated manner, and captured users more accurately. Looking at the top 30, food content has the largest number of content, reaching 6. On the other hand, except for "Celebrity Special Mission" ranked third, there is no content on the list in the entertainment category.
In terms of viewing volume by field, the average viewing volume of the ten categories of horoscopes, sports, food, venture capital, entertainment, finance, education, media, automobiles, and fashion and beauty decreased in order. A very important reason is that horoscopes, sports and food are easy to be liked by the audience due to their strong watchability; while venture capital and finance, which seem to be unpopular, unpopular and highly professional categories, have precise interests. Group anchoring and pure content organization make financial venture capital with strong verticality become a dark horse in live broadcasting. One trend is that the entertainment topics that once dominated the entire live broadcast industry in 2016 have become less popular because most of the content is just oral comments or talent shows, and they do not have their own news sources. They mainly focus on chewing hot entertainment gossip... …
But just moving towards vertical categories is not enough to relieve the current anchors’ predicament. There are more tricks here. Of course, for the categories that everyone is crowded into, try as little as possible, which is always the same routine.
Social traffic: an untapped opportunity for vertical content
There is a dark horse in the top ten of the list, "Dream Gas Station" in the field of venture capital. As a professional and niche vertical field, how do they achieve success with an average of nearly 1.5 million views per game? An additional point to point out is that the next 11 and 12 are also from the venture capital field.
In the context of mass innovation and entrepreneurship, does the audience have urgent needs for entrepreneurship and investment? Apparently the answer is not that simple.
The biggest difference between the creative team of "Dream Gas Station" and the usual Internet celebrity live broadcasts is that they come from traditional media planning and have been deeply involved in this field in the TV column era. The team is an authentic media veteran.
But this alone is not enough for success. If you have a good cook, you must be good at grasping the ingredients to cook good dishes. In terms of content, topics that directly touch the hearts of users, such as "Understanding Mini Programs in Ten Seconds", "Entrepreneurship Stories on the New Third Board", "First Episode of 2017 Venture Capital Live Broadcast", highlight the importance of content planning. Formally, on the basis of the output of practical knowledge from venture capital, the interactivity of the live broadcast is enriched. Breaking the boring experience of previous venture capital programs' "preachy" style, it uses a more innovative interactive form to output knowledge and educate while having fun. This includes an old routine of live broadcast content: interaction. When venture capital programs moved from traditional television to online live broadcasts, they changed from the past indoctrination of "just listen to me" to a new communication model of "I tell you, what do you think?"
In the data analysis of the top 30 list, it is not difficult to find that among the 10 major fields, the average number of comments and average number of likes for live broadcasts of venture capital content are both 4th, while the total average number of gold coins However, the quantity is only inferior to that of constellations and sports, ranking third with 120,000.
From the linkage relationship between the number of interactive indicators such as the number of likes, comments, and gold coins disclosed in the list and the number of content views, it can be seen that interaction during live broadcasts is the preferred measure to retain user stickiness, in addition to sports, In addition to the topic selection of eye-catching content such as horoscopes and entertainment, increasing the interaction rate through clever settings of live content and content is also one of the ways to attract loyal users.
It is understood that Yizbo has attracted more than 1,000 celebrities and more than 10,000 top Internet celebrities, vertical V, media and PGC creators to form a strong professional content creation structure. Within a year, it involved dozens of vertical contents such as venture capital, finance, food, mother and baby, etc.
Each subdivided vertical field requires single-digit header content as the backbone. For content entrepreneurs and investors, the ten major fields are the vane and successful examples for pioneers. , but beyond the top ten areas, there may be rich content that can be mined in depth.