What methods do internet celebrities like Papi Jiang use for live streaming?
Live streaming has gradually evolved from an early show mode into a marketing method. The "live streaming" that seemed to be suddenly popular in 2016 must be tied together with the word " Internet celebrity ". From celebrity live streaming at major fashion festivals to live streaming shows by Internet celebrities at mobile phone launches, as well as the live streaming debuts of various bigwigs, in addition to trying out new things, with the help of capital, commercial interests and brand demand, Internet celebrity live streaming has become a marketing method that attracts both attention and sales. From L'Oreal's celebrity live broadcasts, to Xiaomi's boring live broadcasts, to Papi Jiang's live broadcast debut, recently Chimelong also shocked the world with a grand live broadcast by internet celebrities, which attracted 11.26 million viewers and set a record for live broadcasts by internet celebrities in the tourism industry. From July 16 to 24, Guangdong Chimelong Group tried out the "Internet celebrity live broadcast". Its four major theme parks, including Chimelong Paradise, Chimelong Water Park, Chimelong Safari Park, and Zhuhai Chimelong Ocean Kingdom, held six unique "variety show + Internet celebrity live broadcast" shows in succession. Chimelong invited its spokesperson, Li Rui, the village chief from " Where Are We Going, Dad?", as well as popular anchors such as Jiong Jiong Wan, Mr. Li, Xiao Shui, Tu Ge Yun Jie, and Plumber to participate, creating an average of over one million views for each live broadcast. During the live broadcast of the village chief Li Rui, the number of simultaneous online users reached 1.14 million, and the cumulative traffic reached 2.976 million. Currently, there are 6 types of "Internet celebrity live broadcast": 1. Press conference live broadcast 2. Industry figure live broadcast 3. Product evaluation live broadcast 4. Celebrity live broadcast 5. WeChat business live broadcast 6. Variety show live broadcast 1. Live broadcast of the press conference It is becoming more and more common to invite influencers to live stream press conferences. Not only can these events allow for interaction, but the uniform clothing and equipment, as well as the “special treatment” given to influencers have become topics of discussion in various media outlets. Recently, internet celebrities have become the highlight of Meizu and Xiaomi’s press conferences. 2. Live broadcast of industry figures Currently, more and more big names are trying live streaming, such as Lei Jun , Kai-Fu Lee , Yang Shoubin from the investment industry, and Wu Shichun of Meihua Venture Capital. Through their influence in the industry, whether they are recommending products or sharing practical information , with the help of the community , the traffic has soared. 3. Live broadcast of product evaluation In the past, product experience and evaluation were all flat, and even if they were recorded as videos, there was suspicion of editing. On the contrary, product performance testing through live broadcast provides a stronger user experience. For example, Xiaomi Max has done a "boring live broadcast" with good results. However, when doing product live streaming, you must have extremely high confidence in the product performance. Otherwise, if there is a sudden failure during the live streaming, negative word of mouth will immediately erupt. 4. Live broadcast by celebrities and experts Celebrities can do live streaming at will, and some of them participate in live streaming of events. For example, Yao Chen live-streamed the process of making braised pork with her pregnant belly and no makeup on. There is also celebrity gourmet Lin Yilun who live-streamed her dinner with her son. There is also L'Oreal trying out live streaming in Cannes. With the participation of many celebrities, the same celebrity cosmetics sold out online. As the number one internet celebrity in 2016, Papi Jiang also tried live streaming, with eight major platforms running simultaneously and 113 million likes! 5. WeChat business live streaming When WeChat businesses were popular, many of us blocked them. But when live streaming became popular, you will still find links to various live streaming in your circle of friends. 6. Variety show live broadcast Many of us like to watch variety shows such as "Running Man" and "Go Fighting", and add variety show elements to live broadcasts. For example, "Chimelong Summer Wars" mentioned at the beginning has 6 live broadcasts watched by more than 10 million people, including internet celebrity PK, game tasks, etc. Live broadcasts are not just about commentary and rewards, this way of playing is more interesting. Variety show-style live broadcast will also become an upgraded version of live broadcast by internet celebrities in the future, which will be more IP-based and more integrated. Since this case is fresher, let’s analyze the highlights of the event in detail: ☞ Live broadcast of reality show by internet celebrities Celebrity reality shows such as "Where Are We Going, Dad?", "Go Fighting!", and "Running Man" have exploded in ratings and are very popular among young people. The "Chimelong Summer Wars" created by Chimelong and YY is like a reality show, except that Big Black Bull and babies have been replaced by YY anchors Mr. Li and Jiong Jiong Wan, and the platform has also been changed from a TV station to YY Live. Internet celebrities with their own fans have brought tens of millions of exposures to Chimelong through these six live broadcasts, and also created an IP of their own. In addition, the village chief Li Rui also joined the live broadcast event. At the same time, the Honor 5A mobile phone also participated in the game prize implantation throughout the whole process, and a professional production team conducted the live broadcast. It was like a variety show. ☞ KOL experience in amusement park scene When we do marketing, we often use KOL (Key Opinion Leader, abbreviated as KOL). Today's Internet celebrities are also a type of KOL. They are extremely popular in different fields. For example, some people are good at games, some people are keen on food, but they all have a group of fans who love them. Chimelong has organically integrated the offline scenes of the theme park with the online gameplay of internet celebrities' live broadcasts. Internet celebrities participate in games and complete tasks in different amusement parks. The variety show PK mode fully integrates the amusement park scenes. The audience who are watching has a more immersive feeling through the experience and commentary of the internet celebrities. Live broadcasts are different from the one-way communication of traditional programs. Users have a stronger sense of participation and the interaction is more interesting. ☞ Locking in the user’s familiar scenarios In this live broadcast of internet celebrities in Chimelong, the village chief Li Rui participated in two live broadcasts. Qing Jie, the iron-blooded instructor who became famous in "Wonderful Friends", later also made a guest appearance in the movie "Where Are We Going, Dad?". As a "local internet celebrity", she also participated in the interaction in this event. Familiar and well-known characters and similar task settings will not only generate many fresh topics, but users will also find it very interesting. The village chief’s appearance has attracted a large number of “daddy fans”, who are also the target users of Chimelong Theme Park. ☞ Integrated marketing triggered by events Behind the explosion of some events, there are key points of explosion. The integrated communication of each link will eventually reach the explosion point of marketing. Sometimes events are sudden and accidental, but creating events is what more brands need to do. These "creations" must be combined with the characteristics of the brand itself, just like Chimelong combining with Internet celebrities to do live broadcasts, situational fusion, KOL experience, and doubling the effect. What marketing methods are integrated to specifically trigger this topic? Weibo topic explosion: The Weibo topic #長隆網红直播# reached 36.79 million exposures , and the pre-event warm-up topic #網红約你過夏夏# also reached 32.64 million readings. Well-known grassroots accounts such as @Weibo Funny Ranking helped promote this topic. Entertainment highlights: During the live broadcast, major media and WeChat self-media released related topics, such as Global Travel, Guangzhou Know-It-All, Media Circle, Southern Metropolis Daily, Food, Drink and Fun IN Guangzhou, etc. The live broadcast platform strongly promotes: This event is in cooperation with YY, and various resources such as homepage recommendations and banner header images are recommended. Chimelong’s live streaming by internet celebrities became a hit through the “four major tactics” of “live streaming by internet celebrities in reality shows, KOL experience in amusement park scenes, targeting users’ familiar scenes, and integrated marketing triggered by events”. This case will become a marketing method for reference by many offline scenes, amusement parks, shopping malls and other brands. It is not new to make live broadcasts similar to programs, such as many talk shows and interviews, but variety show-style live broadcasts like Chimelong’s are a good cross-border integration and are worth learning from. Specific reference points:
Want to promote products and get accurate users, click: ASO optimization service Cucumber Advertising Alliance The author of this article @魏家东那口虫 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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