"Singer" joins hands with Yingke Live. What else has Yingke Live done in operation and promotion?

As a fashionable live streaming product focusing on young people, what are the main arrangements made by Inke Live in operation and promotion ? The author of this article will analyze this, let’s take a look~

On April 22, the last episode of Hunan Satellite TV's variety show "Singer" - the Singer's Summit , joined hands with Yingke Live and Mango Live to speak out for public welfare. Nine singers including Sandy Lam, Han Hong, and Coco Lee strongly entered the Yingke Live and Mango Live platforms to live broadcast the singers' front and backstage, challenging the live broadcast task of 10 million online popularity. After the task is completed, all the gifts that night will be converted into cash and donated to charity organizations. The final online popularity that night reached 12.77 million!

2016 can be said to be the first year of live streaming. The topic of live streaming by the whole nation continues to be popular and has occupied the headlines of major media.

From the Baidu Index, we can see that the Baidu Index of the keyword "live broadcast" has been in a steady upward stage from 2011 to 2015, and since the beginning of 2016, the "live broadcast" index has begun to soar, and the time of the surge coincides with the rise of a number of mobile live broadcast products such as Yingke and Huajiao.

• Before 2016, it was the first stage of live streaming : the PC live streaming era. The main representative products of this stage included PC live streaming shows such as YY, Liujianfang , and 9158.
• From the beginning of 2016 to the present, it is the second stage of live streaming : the era of mobile live streaming. In this stage, there emerged live streaming by internet celebrities represented by Inke, Huajiao, and Yizhibo, social live streaming represented by Momo, and e-commerce live streaming represented by Taobao Live .

Inke Live is a dark horse in the mobile live broadcast era. Its rapid layout in the mobile live broadcast market is even better than that of the veteran live broadcast company YY. Inke's MAU in 2016 was close to 25 million, while the MAU of the veteran live broadcast company YY Live reached 17.05 million, ranking second.

Data source: Trustdata mobile big data monitoring platform

In the past year, Inke Live has always been ranked high on the AppStore free list of popular mobile live streaming products, becoming a veritable Internet celebrity product.

The ranking of mobile live streaming software on the AppStore free list in the past year.

So, what are the main arrangements made by Yingke Live in operation and promotion ?

Before reviewing the operation and promotion of Yingke, let’s first analyze the product positioning of Yingke Live. Yingke Live mainly focuses on those born in the 1990s and 1995s, and is a high-value, fashionable mobile live broadcast platform. Because the marketing and operation activities of the product need to be carried out around the positioning of the product, so as to radiate to the target user group more accurately. Yingke Live’s target user group is mainly young users aged 20-29.

1. Deeply cultivate the fashion field and focus on young people’s interest life circle

As a fashionable live broadcast product focusing on young people, Inke Live covers the fields of beauty, food, fitness, movies , variety shows, music, knowledge, etc.:

"The Kidnapper" Movie Press Conference
Bigbang fan meeting "I Want to Sing with You" Season 2 variety show press conference Internet celebrity beauty tutorial Zhihu Salt Club awards ceremony

…

From movie launches to fan meetings, from makeup tutorials to fitness tutorials, Yingke has it as long as young people like it.

2. Intensive cooperation with niche influencers, closely following hot topics and inviting traffic stars to join

"Xiaoying Singing" is a special event of the Yingke platform. Each issue will invite singers, musicians and other niche stars and Internet celebrities to join. The following is a list of 25 randomly selected Internet celebrities. The ages of the Internet celebrities are basically between 1989 and 1998, almost all of them were born in the 1990s and 1995s, and the number of fans basically does not exceed 500,000. The frequency of inviting guests is relatively high, and sometimes there are multiple guests in one day to live broadcast on the platform. Through intensive cooperation with niche stars, on the one hand, the cost is lower, and resources can be exchanged with Internet celebrities and stars. The fan groups of Internet celebrities and niche stars born in the 1990s and 1995s are relatively young, and there is a high degree of overlap with the target user groups of Yingke Live. The live broadcast platform users and Internet celebrity fans circulate with each other, achieving a win-win situation; on the other hand, the high frequency of new Internet celebrity faces entering the platform keeps the platform fresh and the live broadcast content rich.

Wherever there is a hotspot, there is traffic.

On May 31 last year, Ma Dong brought other members including Ma Weiwei and Xiao Xiao to make their debut on the live broadcast platform. The total number of viewers for the live broadcast reached 6.61 million, of which more than 2.4 million were in Ma Dong's room, setting a new record for the number of online viewers in the history of the live broadcast platform. Because of the popularity of the " U Can U Bibi " program, Yingke seized the opportunity and created a successful live content marketing .

Last year, the national daughter-in-law Liu Tao successfully attracted more than 6 million fans within one hour of joining the platform, creating a miracle in the mobile field.

Wang Kai, the "Prince Jing" in Nirvana in Fire, Fu Yuanhui, the Olympic emoticon package, Ning Zetao, the new national husband, Lu Han , the young and handsome guy, etc. Yingke cleverly seizes the opportunity of current hot topics and cooperates with popular stars, making Yingke a special platform for interaction between stars and fans, while also bringing in stable traffic to the platform.

3. Holding on to Mango TV, TV and Internet cooperation may become a new direction for the development of live broadcasting

On November 26, 2016, " Happy Camp " joined hands with Yingke Live. While the audience was watching Happy Camp, Yingke would receive a cross-screen task list, and users could get Yingke tickets by answering questions.

In April 2016 and April 2017, the King of Singers Summit of the two seasons of "I Am a Singer" cooperated with Yingke, with simultaneous broadcasts on TV and the Internet, live broadcasting the stars' on-stage and behind-the-scenes activities, and this year's King of Singers Summit reached an extremely high online popularity of 12.77 million!

Mango TV , as the leader in variety shows, owns ace variety shows such as "Happy Camp", "I Am a Singer" and "Day Day Up". The user groups of these shows happen to have a high degree of overlap with the target users of Yingke Live in terms of age structure and the pursuit of entertainment above all else. The strong combination of Mango and Yingke not only continues to heat up the programs themselves, but the live broadcast platform also introduces cross-border content to bring more highlights and interactions to platform users.

4. Weibo Marketing

Although Weibo has not been as popular as before in recent years, as a media platform, its advantages of fast speed and wide coverage are still the main marketing platform for many brands.

The figure below compares the number of Weibo fans and Weibo posts of Yingke Live, Huajiao Live , Yizhibo, and YY Live. The official Weibo account of Yingke, which posts the least number of Weibo posts, has the highest number of fans. Although Yizhibo, which is based on the Weibo platform, has a unique advantage, there is a large gap between it and Yingke in terms of the number of fans.

Yingke Live not only uses Weibo as a window to release information and updates to the outside world, but also as a platform for interacting with fans and users.

• Second scene of live broadcast : Taking advantage of the fact that Weibo users love gossip, fashion and trends, the platform's live broadcast activities are previewed and broadcast simultaneously on Weibo to attract users;
• Star fan effect : Utilize the star fan effect to attract fans to actively participate in forwarding activities through tickets for movie conferences, fan meetings, and star peripherals, spread the activities, and achieve rapid exposure;
• Topic interaction : #影日签#, topic reading volume 74.05 million, #Live发布#, topic reading volume 260 million. Weibo posts interesting topics every day to attract fans to participate in interactions and create a warm community atmosphere, rather than just being a cold information media. At the same time, use the influence of celebrities and internet celebrities to increase the popularity of the topic.

5. Enter the field of game live broadcasting to share the e-sports market

The live streaming industry is still in the category of fan economy , and in the end, it all comes down to content. The current live streaming platforms are still mainly based on UGC live streaming such as show live streaming and social live streaming. However, in platforms with serious homogeneity, having these is far from enough. If the platform wants to obtain sufficient traffic, it needs some stable quality and highly attractive content output. The highly potential of e-sports live broadcast content has become a coveted cake for many live broadcast platforms, but this also places high demands on the platform's resource strength and funding.

In 2016, Chushou TV spent 12 million to acquire the exclusive broadcasting rights for the " Battle of Balls " global finals and 3 million to acquire the exclusive broadcasting rights for the CEST "Battle of Balls" campus challenge.

The broadcasting rights for the 2017 KPL Professional League of " Honor of Kings " reached 10 million.

There is a reason why the broadcasting rights of games are so expensive. On the one hand, it is related to the high production costs of the event (team invitations, celebrity support, event publicity, etc.), and on the other hand, it is related to the high traffic brought by the game. The official "Battle of Balls" announced in the 2016 finals that the cumulative number of users was 250 million, and the DAU exceeded 25 million. It can be said that the success of Chushou is closely related to "Battle of Balls". It is precisely because Chushou obtained the broadcasting rights of various events of "Battle of Balls" last year that it stood out among many game live broadcast products.

This year, the KPL professional league of "Honor of Kings" was very popular, with over 80 million DAU during the Spring Festival. It has also become a national event, and the live broadcast platform will naturally not miss such a piece of fat meat.

Yingke launched the mobile game live streaming function on March 29 this year, and won the broadcasting rights for the "Honor of Kings" KPL Professional League. Compared with similar competitors such as YY Live, Huajiao Live, and Yizhibo, none of them have broadcast the "Honor of Kings" KPL League.

The topic of e-sports has been a hot topic since 2016, and e-sports will become an official event of the 2022 Asian Games in Hangzhou. As the e-sports event system becomes more and more complete, e-sports will receive more attention and importance. It is a wise choice for Yingke Live to be the first to enter the game live streaming field.

6. Advertising sponsorship, brand upgrade of “National Live Broadcast”

In March 2016, Yingke Live announced that it would sponsor BIGBANG's China tour. During the three-month tour, Yingke live-broadcasted the concert and held fan meetings, sending tickets and peripheral gifts to fans. Different from YY's live broadcast of concerts, Yingke Live has come up with a new way of live broadcasting. In addition to live broadcasting the concert itself, it also broadcasts the idols' appearance off stage and behind-the-scenes footage to satisfy fans' voyeurism and curiosity.

On August 10, 2016, Inke’s themed promotional video “Watch Inke, Broadcast Me Live” was aired on CCTV-1 and CCTV-5 on the opening day of the Rio Olympics, and was broadcasted in three major Olympic programs: “Olympics in Panorama”, “Meet in Rio” and “Olympic News”. Inke also became the first and only live broadcast platform that can be listed on CCTV advertising, which is the best proof that Inke has established itself as a leader in the industry. In addition, promotional video ads were also released in 1,500 cinemas and 20 airports across the country.

The movie “Happy Comedians” released on March 24, 2017 also featured advertising placements for Inke Live.

It can be seen that Yingke Live broadcasts the value of "I am me" and its advertising covers all scenes of young people's lives: movies, airports, concerts... It subverts the live broadcast model of internet celebrities and creates a new live broadcast brand for all the people.

There is a reason for Yingke's success. Although successful cases cannot be replicated, the summary of the cases may bring different inspirations to us operators. I personally think that Yingke Live has done the following two things right:

(1) Content is king. “Live broadcast +” creates content diversity

The live broadcast industry has entered the second half of the competition. The demographic dividend is fading. With the increasingly perfect online live broadcast regulatory mechanism, the way of gaining attention through vulgar marketing methods such as pornography is no longer sustainable. Instead, it is replaced by an era where content is king.

Yingke CEO also proposed the concept of "live broadcast +" at the previous summit, combining live broadcast with other industries to stimulate different chemical reactions. Therefore, "live broadcast + TV and Internet", Yingke joined hands with variety shows such as "I Am a Singer" and "Happy Camp", and simultaneously broadcast TV and Internet, creatively interacted, and opened up a new way of live broadcast. "Live broadcast + sports", brought Olympic Internet celebrities Fu Yuanhui, Liu Guoliang, and Ning Zetao to Yingke, "live broadcast + games" took the lead in updating the game live broadcast function in mobile live broadcast products, and won the broadcasting rights of the "King of Glory" professional league...

"Live broadcast +" makes the originally single and limited content more imaginative, and the platform content has a larger space to display.

(2) Refined marketing and adherence to the “live streaming for all” positioning

When a product enters the reshuffle period, it needs to go through a money-burning war. In addition to the competition of the products themselves, this war also involves a competition of refined marketing. Inke mainly did the following:

• From the inside to the outside: Internally, we clearly define product positioning and insist on creating fashionable live broadcast products that young people like. In the platform's UGC content operations , we delve into young people's areas of interest: food, beauty, fitness, etc., to retain the platform's existing users. Externally, we combine current hot topics and use influential internet celebrities and stars to create publicity gimmicks, inject fresh vitality into the platform itself, promote user activity, and bring in good traffic growth.
• From top to bottom: Online promotion relies on the speed and breadth of the Internet and media, covering the live broadcast platform itself, social media Weibo & WeChat , TV media, movies, etc. Offline promotion focuses on the precise delivery of target users, covering theaters, airports, fan meetings, movie conferences, etc. The combination of online and offline complements each other, from the virtual world of the Internet to real life scenes, deepens the user's brand memory, and creates a national live broadcast phenomenon of "everyone is live broadcasting" and "live broadcasting is everywhere". Just like the CEO of Yingke said, " Everyone should have an Yingke account, just like Weibo and WeChat public accounts , people show their lives and talents on it and express their thoughts and opinions. "

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Wolful was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map