Star "vacuum" out of the mirror live, the "play" How to continue to play?

World-famous writer and great thinker Spencer. Johnson once said that "the only constant is the change itself", this famous quote is the current Internet era of the real portrayal of the industry. The Tuyere is a succession of changes, unicorn faces are also changing, even the original high stars are also under the impact of the internet to "go down the altar."

The stars have "fallen" into the live

For a long time, fans can only rely on TV, portal or micro-blog words and pictures to pay attention to the stars of the dynamic, and can get to view tolerance distortion concerts, conferences and other offline activities often low frequency, limited by the activity space and security needs and eventually participate in fans less, stop in the interaction of greeting-style. And with the broadcast as the 2016 Internet fresh air, more and more stars such as falling into the angel-like "vacuum" debut live, with fans 0 distance interaction.

From March Fan Bingbing live Paris Fashion Week became the first tipping point of the star live craze, Gong Li, Lee, Wang Dalu, Missy, Alyssa and many other stars in the United States shot open live. Milan Fashion Week Huang also with a U.S. film live, reversing many people's negative impression of him. Two days ago, the popular small meat combination tfboys live and play a new height, first in the afternoon of June 19 through its official microblog released the "Live Challenge", please write down the most wanted to see the live content, and it is possible to challenge in the live broadcast, less than two hours of micro-blog comments nearly 20,000, " Tfboys live Challenge "to become a popular microblogging topic, click on the volume of billions, in the live before the start of 1 million people to make an appointment. 6 in the live broadcast on 25th, but 42 minutes, live view more than 5.655 million people, the live broadcast to the number of likes 367 million, comments 5.205 million, props total income of 295808 yuan, also donated 73,952 parts of lunch ...

Coincidentally, foreign stars and live broadcast are also getting closer, Facebook has recently spent $50 million, inviting celebrities and traditional authoritative media to provide live webcast services, including the signing of celebrities including Kevin Hart, Gordon Ramsay, Deepak Chopra and Russell Wilson and so on. In addition to Facebook, Amazon, YouTube, Twitter and even Yahoo's Tumblr have launched similar services.

Now with thousands of fans to support the star into the live, quickly focus on fans onlookers, detonated comments, presenting a person who live on the current hot spot of the situation.

An unstoppable trend, but the "hills" of the Depression

That star collective "fall" into the live, is out of curiosity early taste of psychology, or is forced by the net red economic prosperity of the helpless lift?

First, from top to bottom, the star economic model is replaced by the bottom-up central network red economic model

As Lo Zhenyu said, "The Internet is to center, to the intermediary", with the deep baptism of the Internet, the traditional media relying on television as the representative of the "Central" packaging of the star economic model has come to an end, based on the emergence of the internet from the bottom to the center of the network red economic model replaced. NET red economic model, high-quality valuable content is highly dispersed and generated from a number of different channels, entertainment programs and magazines no longer stare at the star micro-bo mining materials, star Scout, brokers become redundant, professional packaging is not necessary, everyone can through micro-bo, and the United States and other short-sighted/live platform ring powder, become the net red, such as skm broken sound, because "good miss You" in the United States shoot on the red Joycechu, and even the reverse growth for the mass media star, such as small meat luhan, Anna and so on.

The net red economy model is like the millet pattern which conforms to the emergence of the smart phone craze, besides causes the industry to explore and the hot discussion to the new economic model, at the same time, its diversified realizable way, the strong gold absorbing ability as well as the far super star number's net red, has the lethal temptation and the lethality to the star, forces the central star Economic

According to the first Financial Business data center issued the "2016 China Electric Shanghong NPC Data Report" is expected to 2016 Red Star industry output of nearly 58 billion yuan, this value is far more than the 2015 Chinese film 44 billion of the box office money, before also reported that the popularity of the first few online red, annual income or even more than the domestic top-tier stars; Some time ago, Papi Sauce was invested 12 million yuan, single short video ads sold 22 million sky-long, the power of the network red economic model.

Second, the Star Content production mode of full visualization

"The modern economy based on the internet is essentially a focus economy," said Herbert Simon, an American scholar. With the advent of fragmented entertainment and video as a new trend (video compared to text, pictures more intuitive, vivid experience, broadband and smart phone development for video to provide technical basis), in order to attract fans eyeball, seize scarce attention resources, the original star record song, The content generation mode of the concert or film is transformed into a new variety of life, scene, entertainment, interactive video, audio and other multi-content output. Star Live work process, daily life, or share skills and mood, can quickly seize attention, become the focus.

Mobile Live low threshold, convenient, destined to become the development trend of the video industry, and the trend of the market pattern of the shaping power and broadcast platform a huge fan of the radiation, so that the industry has been deeply affected or even reshaped, entertainment industry is no exception.

According to Trishu, vice president of entertainment, the live platform also rewrote the traditional repertoire of film and television filming. From the movie artist's audition, the film field exploration class, the theme creation interaction, the plot decryption, the advance preheating and the brand implantation and so on all joined the live interactive, the Star content production pattern full visualization becomes the new trend and the trend.

Third, fans "change the Mind", forced stars to replace the array

Traditional media era offline, passive pursuit of stars can not meet the growing fans of the desire to interact with the star, benefiting from the development of the Internet, fans to find the emotional window on the online, to actively participate in, line-and-go under the full fusion of the pursuit of stars, brush the presence of the feeling, brush satisfaction.

Live platform real-time interaction, less whitewash, "close-up" type of reality, closer to the stars and fans of the distance, stimulation and stronger satisfaction characteristics, become a fan of the gathering place, the star in the live display of the casual, affinity is not displayed on the TV screen, this fresh feeling also let fans linger unceasingly. In turn, forced stars to change the array, have been airborne live Platform circle powder, interaction with fans, social. For example, the United States, according to its official data show that its users 87.8% of the precipitation of the group, 84.7% for the female group, and the female group of women is also the mainstream consumption of fan economy, attracting tfboys, Fan Bingbing, Luhan, Huang and other representative of the popular star.

Live on the stage, the stars in the opera, this play should play

When the star into the live to become inevitable, in the eyes of the star is how to use the platform to build a good acting.

One, not every live platform has to be

The tuyere is often accompanied by the pursuit of capital and various forces of the struggle, the white-hot competition to make the Tuyere show mixed situation, the broadcast platform is so. Stars do not want "floating clouds to look at the eye", the platform "rain equitably", please, and should be rational treatment, more selection.

first of all to choose the content of high quality and the atmosphere is more positive, and star temperament, film and television drama modulation platform cooperation, if the adjustment is inconsistent, the star live as a one-time consumption, loyalty is not high, unspeakable change powder, very affect the star's own image and reputation, the loss of powder is not worth the candle.

The modulation of the live platform is based on the core user group and the platform atmosphere, such as "Betta", "Panda TV" and other live platforms to play the user-oriented, the game atmosphere is strong, "Tiger tooth", "Ying-guest" and other partial show field properties. Fan Bingbing, Tfboys and other selection of the United States beat to live, it should be valued is that its platform is different from the show live, resource comparison, and Elle, Femina and other high-end magazines and L ' Oreal, and Wolf dances and other brands to strengthen the entertainment properties of its platform and hidden embedded in the stars behind the strong support of the real industry, media information It is possible to gain more fan, economic and media support.

Secondly, we should pay attention to the user structure of the platform , whether it is younger, the main group of groupies, after 00 whether it is its main force, whether the star can quickly get high popularity.

again to see how the platform itself installs and activity , this is the star live can form the basis of the topic of detonation.

Second, perfect match, do a century couple instead of temporary gun friend

Stars choose a good live platform does not mean to end, but a new beginning. Stars should abandon the pursuit of stimulation to do temporary gun friends, a shallow mentality, and the platform should do a good job of establishing long-term, interest-bound cooperative relations. This requires the platform:

1, it is clear that not every star is suitable to stand in front of the host, some people are really only suitable for standing under the spotlight lamp; In addition to the popularity of stars, the platform needs to understand the characteristics of stars. Avoid the stars to expose their negative side and lower the value. For stars and platforms, the star Live is a double-edged sword, may also be gambling, spelling is the vision, Bo is luck.

2, do not move the idea of speculation, now the internet market, once the dispute, like to enlarge, make a live channel or civilized debate or passion to scold, trying to change the small things big, big incident headlines. That year Wang Ziluo and Yonghao in Youku's live, seems to be a three-win situation, the essence of the three lost jokes, so event marketing will only be labeled as malicious hype label

3, the star and the live platform pairing, based on a long-term good cooperation of the Hundred years CP, should not be too utilitarian, the current star live more is to match the film and television drama release, brand activity propaganda needs, real open live account, often and fans interact with few. If just a little bit, it is difficult to talk about digging deeper fan value-added space, to achieve deep management of fans, more can not continue to produce more segments, high-quality content, extend the star cycle.

Third, the contents of this matter can not be lost

The current market nearly 200 live platforms, see is all kinds, all kinds, but most very similar, deliberately imitate Matthew effect under the success of template, lack of rich, high-quality content output, and even many users rely on self-abuse, vulgar and all kinds of strange behavior to win a single shallow level demand driven users, The recent punishment of many anchors is a microcosm. Star live more need to avoid into the content homogeneity or even inferior trap, which requires stars to use the live platform to continuously export quality scarce works and content.

1, take seriously "head resources", to do scarce content output , Pan Entertainment is Matthew effect particularly strong areas, only the head content to earn most of the eyeball and economic value, and live more emphasis on interactivity, but live in the "head of resources" and difficult to be quantified like drama, So the star and platform are to calculate good account, star live in the end how much money to invest in resources, how to ensure that the star corresponding to the ability and input match.

2, the establishment of a hierarchical content production mechanism, the group of UGC as a low-level, high-quality customized PGC as the middle layer, while the star is the PUGC professional guidance of the free performance of the top level, in the use of individual freedom to ensure content quality, and improve content production efficiency, For large-scale content output.

3, create a rich and diverse content matrix, forming a "content, community, Economy," the three main axis of the fan economy of the three-dimensional world. now live stars are still scarce, the stars in the live should not only be limited to singing and dancing to sell, there is a temperature of nutritious and creative content is the continuous motivation of fans attention. Chen, Hai-Lu, Shanna, Ning Huanyu, kongmy and other hundred stars joined the star public Welfare live, for public good voice, the United States shot content has been focused on entertainment, life, the present has been born funny, beauty fashion, food, music, dance and so on nearly 20 channels, tfboys in the United States filming this live event, In addition to taxes and operating costs will be donated to the public welfare project "Love Lunch"-artists do public welfare, also let live add the elements of public welfare.

4, should not have to play the edge of the content, wow spoil the idea of pet, step on the Yellow Line show the lower limit are quench thirst, when the long control is easy to problem. "Show" is a human instinct, the star of the video live, the first is a kind of "show", but as a public figure, this "show" has to have the grade has the tone.

Four, make good use of live, give yourself a bit of powder

Star Live is not the main goal, and fan communication and marketing needs become more important. Blog Age has Xu Jinglei, Weibo era has Chen Yao, Live is also entirely possible to birth a new king. Especially for those who are not high-profile artists, Live is another excellent self-propaganda platform, Zhao Jia class most of the disciples have live accounts, there are reports that Huang in the live to repeatedly mention their late terrier, show their music software, grabbed the phone to show their skin to fans. This ground gas live not only attracts the attention of many netizens, constantly passers-by to powder, more easily for the red show of the United States Pat account powder.

At the same time should also be seen in the Star live, the status of ordinary users and stars is not equal, if the star in the interactivity is insufficient, will further reduce the participation of fans, so sincere Garching products can be moving and tempted.

In short, when the trend is irreversible, it is only submissive and used. Star Live is to build the network red economic model of the ecological cycle of the epitome, but also the mobile Internet hot capital of the iceberg, star and live platform more need to a mutual cherish love.

Brain craftsman ever Bell number: xiangling0815

Star "vacuum" out of the mirror live, the "play" How to continue to play?