Live the time of the year list behind the very fear of live big inflection point

Wen/Zhang Shule

According to media reports, December 28, the most influential live broadcast platform live broadcast "a live time of the most influential list", through authoritative objective data statistics (interception of a live broadcast May to November, each host selected 10 effective live data), published "The most influential award of the Year", " The best content of the year, "the most explosive award of the Year" and other 7 awards.

More likely to cause controversy in the online red rankings, a live this annual list, as its own description, is a "depth charges", at first glance, even a familiar face can not be seen, but carefully read but there will be a lot more a sense of extreme fear.

One of the most valuable aspects of this list is a live-streaming big inflection point and future content entrepreneurship.

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Everyone's talking about the PGC, but the PGC's so good to dig.

The broadcast field has a common understanding that the first half of 2016 was the most brilliant culmination of UGC (user-produced content), while the second half began as a turning point for UGC to the PGC (professional production content).

But the slogan shouted for a long time, in the end how to dig? Each of the ways are not the same, some of their own to do variety show, some of the training network red to "brick home" direction of development, but also to the content of entrepreneurs to provide VR, unmanned aircraft and other equipment, want to form a barrier in technology.

A live play is relatively simple, "a Live + Weibo" eco-consortium, so that a live share of micro-bo huge traffic access and perfect social network, but also for a live huge content of the head of the expansion of resources to lay the foundation. According to a live statistics, settled in the head net red, authoritative media, industry kol, more than 10,000.

But is that all? On the list, the annual influence of the three strong content "old driver chat a ball" "riding the World" "Hello to learn Sister", but not the traditional sense of the head content creators, new faces, new posture and hundreds of millions of live video cumulative views, as well as the highest number of online people peak refers to actually can reach the million giant Dan, Mo said before the hot hold of the net red economy can not be compared to hang the first satellite TV and its ace column, it may not be easy to achieve.

This is the way the PGC plays, but how to play? In addition to being detonated via Weibo as a social media, the real password is vertical, perpendicular to the vertical limit.

According to the author understand, the current do PGC, often in the attention degree is not high, in addition to a bit of formal broadcast form, let used to entertainment users a bit not adapt, and in the topic to create, also often go to the network Red Chase hot mode, just thousands of the same composition, lack of fresh sense. How did it break?

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Vertical + deep digging, using the posture of entertainment to solve the problem of the same composition bottleneck

In 2014, Weibo began to vertically develop the communities of interest, and now there are 55 vertical fields, about 45 of which read more than 1 billion in a single month. And the biggest feature, is a batch of small and medium-sized V (Industry Big V) become the normal sense of the big V this pyramid tip of the head resources and the vast number of Weibo users of the "middle class."

A live vertical play is also linked to the microblog ecosystem. Up to now, a live content related to star, music, finance, venture, tourism, education and other dozens of categories. The dynamism of the industry's Big V is also activated under the subdivision vertical category.

"Old driver chat a ball" "riding the World" "Hello to learn Sister", involving a different vertical category, while looking at other "best content", "the Most explosive award" and other 6 awards, "Auto K song Show", "Dragon Kung Fu said", "Ji Dafa of the Beast", "Seal God deduction" The same kind of programs have their own vertical domain boundaries, and, just look at the name, you can feel the difference between the usual industry content creation of the difference: K-Song mixed car, the formation of the unique experience of K song in the car, Kungfu host Aaron's first Kungfu talk show, out of the regular Kung Fu competition live commentary and Kungfu routines deduction of the box ......

It seems like these shows 10 live millions of viewing volume of the temporary state is not very good, but because of vertical and deep digging, coupled with the specific interpretation of the way, in fact, has formed an excellent sub-audience effect. Audience is the most accurate segmentation of users, its user viscosity, professional compared to the regular Pan entertainment, everyone can see, Random watch live, more market value. It's not just the accuracy of advertising, but also the ability to combine more of the industry's activities in a deeper way. For example, suppose a kung fu game, other pan-entertainment broadcast will often be rejected, but the "dragon Kungfu said" Such a program, please do not come.

This is the real media, not only fans, but also the market demand.

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The inflection point comes, how does the content creator live?

Industry's Big V (in the whole network to see the small and medium-sized v) is the charm of this, but with dozens of vertical segments, and Weibo, the open social media full match of a live, is clearly currently highly adaptable to this depth of content created unicorn platform.

Such a platform structure and the list of wind, not only for the content creator of the broadcast is beneficial, but also hope that the content to create this tuyere flying investors, the industry to find high-quality content map, retrace can.

The key is still how the content creators ride the air vents. There are several ways to do this, depending on the list:

First, be sure to vertical, extreme vertical refinement deep digging, to find the vertical industry gap. One of the most attractive prize winners of the Year, "Constellation 36," for example, in the constellation interpretation has been flying, especially in the constellation of the same fellow Uncle Bead Jade in the former, with 36 of different ways, mining constellation this hot area of the small gap, and then sink down, the formation of differentiated content, rather than the common constellation of the transport. In other words, the same kind of sign of the groove, that is, successful in this way.

The second is vertical, must be professional enough, professional to pan-entertainment. Whether it is a live, or micro-blog users are younger (the main user group age is under 25 years old), in fact, this is also the trend of mobile Internet, they are open enough, so the initial network of red singing chat can live. But they also have their own needs, such as the list of "most popular prize" one of the winners of the "Chinese Fine Arts", to see the name of many people will lose interest, a bit not the title of the party, a bit is not personalized, but enough professional, but also no lack of entertainment, market-oriented language to close to the user, which formed a There are live close to the user viscosity, but also in the live can not find their favorite content of literary youth groups, has become a live user. This is the drainage, not the fan cake from the other live.

Third, if you can mix and match, can be wonderful, can give users access to information, but also can find some fun, but also can really become a PGC of the Big V. This is the focus of information and happiness, users will not read the live after the memory of how much, too much popcorn live is an ecological, but the nutrition is more long-term, and is not easy to replace. "Dragon Kung Fu said", "long-long said phase learning" Such programs, in fact, is so, with a happy way to convey more information, not only to be a time to spend boredom, but also to let the fragmentation of time has more meaning.

How does content entrepreneur live? 2017, obviously can not rely on the net to live, and then through the content of the live environment, find their own former (money) way.

Zhang Shule TMT Industry observers, game industry commentary: zsl13973399819 book has "Pathfinder-the Internet Age industry Transformation Revolution", a drill to the ground seam in search of entrepreneurial vitality books. All major online stores and bookstores have sales.

This article from "Wudang faction Zhang San Crazy" blog, please be sure to keep this source http://zhangshuyue.blog.51cto.com/2133969/1887463

Live the time of the year list behind the very fear of live big inflection point