5 styles of playing Douyin live broadcast!

It is becoming increasingly difficult to live stream on TikTok .

From WeChat Moments to social networks, similar complaints have become more and more common this year. "The bonuses have basically disappeared" and "it's getting harder and harder to make an account" are becoming the consensus among Douyin players.

Looking back to last year, a few beautiful girls became a small hit in live streaming sales by dancing, and when the data was the best, the monthly GMV exceeded 10 million; Herborist also became one of the most watched brand self-live streaming cases by relying on palace Cosplay.

One is entering the countdown to disbanding, and the other's novelty is gradually fading. But this year, the pressure of content competition has become increasingly greater. Whoever can catch the user's attention can become the traffic king. Douyin players have to rack their brains to innovate and upgrade content formats.

What content and gameplay are worth paying attention to in Douyin’s live broadcast room recently? After watching live broadcasts for a period of time, the editorial department of Xinbang has counted the following 5 live broadcast room cases that are either novel and interesting, or have great data, or are worth discussing.

1. Technical faction: Users are always willing to try new things

Novelty is a great way to attract fans' attention. Since Liu Yexi became popular last year, virtual people have begun to attract more and more attention, including from the capital market. Content with a technological aura, such as virtual anchors, has also become a direction that many people are trying. On March 23, a virtual anchor named "Xu Anyi" opened an account on Douyin. The anchor's modeling has basically reached the level of characters in 3D Chinese cartoons. At the same time, he also goes for the silly handsome guy route. When PKing with other real anchors, he sometimes transforms into Spider-Man, sometimes into Ultraman, and acts cute from time to time.

Many virtual anchors have entered the stage of practical application. According to the statistics of Xin Dou data, on March 30, the sixth day of "Xu Anyi's" live broadcast, the peak number of online users in the live broadcast room reached 3,942. At present, "Xu Anyi" mainly focuses on entertainment live broadcasts. The data is not explosive, but it is pretty good compared to new anchors. Coincidentally, on the evening of March 30, celebrity Hu Bing also had a live broadcast on Douyin to sell goods, and Hu Bing’s digital human also participated in it. According to Xin Dou data statistics, this live broadcast has accumulated 1.07 million views and sold goods worth 926,000 yuan. In fact, in recent years, many companies and institutions have been planning to develop virtual humans, and virtual humans such as “Xiaobing” and “AYAYI” have also attracted much attention.

At the end of 2021, the "14th Five-Year Plan for the Development of Science and Technology for Radio, Television and Online Audiovisual" mentioned the need to explore the use of virtual images such as short video anchors, digital Internet celebrities, and live streaming in the interactive aspects of programs.

From a broad perspective, due to the limitations of the energy and instability of real-life anchors, virtual anchors will be one of the directions that many people would like to try.

In addition, the cost of virtual anchors may not be as expensive as imagined. In the past month, many virtual anchor service providers have appeared on Douyin, some of which focus on simulation, while others focus on the second dimension. After checking the Douyin stores of relevant service providers, it was found that the price of a virtual anchor set is around 600 yuan.

In addition to virtual anchors, many service providers have also begun to recommend immersive live broadcast scenarios, but perhaps because the technology is not yet mature and the effect is relatively rough, the current market coverage is not high.

Overall, although it has not yet become a trend, virtual live streaming is undoubtedly a very novel form of live streaming. Of course, just like the real-life anchor who was PKing with "Xu Anyi" was struggling with whether the other party was a real person or a fake person, it will still take some time for first-line users to accept virtual anchors. At the same time, in addition to the novelty, whether virtual live broadcast can bring more interesting content rather than just "people in suits" also determines whether this type of live broadcast can truly gain a foothold in the live broadcast room.

2. Talented people: specialization and segmentation are the future

Talent is one of the most traditional forms of content in live broadcast rooms. On traditional live streaming platforms, talent live streaming is often ridiculed as "online nightclubs" because of its over-reliance on appearance and the suspicion of skirting the rules, which has led to considerable doubts from the outside world.

On Douyin, because of its larger user base and stricter platform supervision, higher requirements are also placed on talent live streaming. Many live broadcast guilds stated that compared with traditional live broadcast platforms, Douyin is "more strictly regulated." Under this pressure, some upgraded versions of talent show live broadcasts have slowly begun to appear.

First, many professional performers will perform online through live broadcasts, relying on their performing skills to interact with users remotely.

Some of them work alone, such as "Jiuer-Yige Media". Judging from the profile of the Douyin account, the host is a professional player who studies folk singing. The anchor will broadcast live for 2-3 hours every day, singing classic folk songs such as "Kangding Love Song" in the live broadcast room.

According to the statistics of Xindou data, "Jiuer - Yige Media" has accumulated 132 million views in the past 180 days, with an average peak number of 21,200 online viewers per show. Some bands will perform together, such as "Dengle Live", a five-member band that has just started broadcasting for five months. Every day, several band members will perform popular songs such as "In a Foreign Land" in the live broadcast room, making people feel as if they are on the band's live performance.

Not only pop bands, but also performances such as Pingtan have a certain audience. According to Xindou data statistics, the cumulative number of viewers of "Deng Music Live" in the past 90 days is 108 million, with an average peak number of 30,600 online viewers per show. Among them, a 3-hour live broadcast on February 27th had a total of 4.63 million viewers and an increase of 64,500 followers.

Second, many anchors will enrich the live broadcast scenes and create a more diverse atmosphere for users.

Some of them moved the scene outdoors, making the entire live broadcast more like the big performing arts stage that everyone is familiar with. Taking "Gu Xicheng (0824)" as an example, after 10:30 every morning, the host and two assistants will perform a 4-hour song performance.

The hosts are all tall, handsome men, the live broadcast scene is a fresh and natural countryside, and the whole atmosphere is quite cheerful. This should be one of the reasons why the live broadcast room is so popular.

According to the statistics of Xin Dou data, the cumulative number of views of "Gu Xicheng (0824)" in the past 90 days reached 63.52 million. Taking a live broadcast on March 31 as an example, the peak number of online users in the live broadcast room reached 69,000 at one point.

Outdoor talent show live streaming is one of the most popular live streaming formats at present. In the past 30 days, the live streaming of "Liupiaopiao Rural Outdoor" has accumulated 141 million views. Some scenes have been moved to the edge of Erhai Lake, subway stations, and under bridges, giving the whole performance a bit of literary and artistic flavor, creating an atmosphere for fans that is difficult to experience in daily life.

The anchor "An Jingxi" has been broadcasting for less than a month, and has 37,000 fans and 2.9697 million cumulative viewers. Taking the under-bridge tunnel as an example, recently, the Jiefang Bridge in Guilin, Guangxi has become a check-in spot for many anchors. Many anchors have formed groups to broadcast live under the bridge tunnel, and they do not stop even in windy and rainy weather. According to new Douyin data statistics, the cumulative number of viewers for "Gu Siwan"'s live broadcast in the past 30 days was 32.45 million, and the cumulative number of viewers for the live broadcast on March 31 was as high as 3.08 million.

Third, many anchors choose to focus on the sound track and focus on the sleep aid market segment. Some of them copied the gameplay of late-night radio, some played 3D music, and some told folk stories. Taking "Xiaoyu Radio" as an example, the gameplay is no different from the common late-night radio stations. It is all emotional copywriting + music, but with a background picture added. Fans can also leave messages in real time.

According to the statistics of Xin Dou data, the cumulative number of viewers of "Xiao Yu Radio" in the past 7 days has reached 2.49 million, and the peak number of online users is 19,600. In fact, from the regulations on online live streaming and short videos in the 2022 "Clear and Bright" series of special operations, it can be inferred that, on the one hand, the speed of self-purification of talent live streaming will become faster and faster, and tend to produce more popular content; on the other hand, in order to cope with the fierce content competition, talent live streaming will become more professional and more segmented.

3. Nostalgia: Finding the right label symbol is the key

Feelings may be the most effective weapon to mobilize the audience's emotions. As long as the live broadcast can find some label-like symbols and trigger emotional resonance among different user groups, it is very likely to attract the attention of users. Therefore, many live broadcast rooms began to show their talents and produce content targeting the feelings of specific groups.

All the live broadcast contents of "Monkey Brother (Promoting Journey to the West Culture)" are imitations of Sun Wukong. Because the imitation is so lifelike, according to Xindou data statistics, the cumulative live broadcast viewership on March 30 was as high as 1.74 million, and the peak number of online users was 37,800. "Dj Li Zai" relied on the novel gameplay of Sun Wukong + Hell Disco to gain 2.33 million views in 30 days.

China's top streamer, Sun Wukong, can be said to have supported a large number of anchors. "General's Star" has accumulated 37.91 million viewers in the nearly 180 days of live broadcast by imitating Stephen Chow, and "Brother Rabbit! Ru Mengda" has accumulated 15.61 million viewers in the nearly 180 days of live broadcast by imitating Ng Mang-tat. The two anchors also often broadcast live together to perform classic clips from Stephen Chow's movies.

As the memories of a generation, Stephen Chow's movies have always maintained a high level of popularity on the Internet, and this popularity can also be transferred to the live broadcast room. In fact, in addition to Stephen Chow's movies, the sitcom "Wulin Waijia", the sketches of Zhao Benshan, a frequent guest at the Spring Festival Gala, as well as elements such as Tetris and old Internet cafes can evoke memories of a group of people. Thanks to its costumes, props and settings that are quite similar to those of "Wulin Wai Zhuan", according to new Douyin data statistics, "Jiang Hu Ke Zhan" has accumulated 12.07 million views in the past 30 days, and has gained 660,000 fans in less than three months.

Relying on his appearance that is very similar to Fan Wei and his imitations of classic sketches such as "Selling Crutch", according to Xin Dou data statistics, "Fan De Yi Biao" has accumulated 19.16 million views in the past 30 days, with an average peak number of 43,900 online users per show.

Recently, many live broadcast rooms have also become popular with Internet cafe live broadcasts and classic game live broadcasts that are full of the feelings of the post-80s and 90s. The elements in the Internet cafe live broadcast, such as the bulky computers, Hong Kong-style posters and female network administrators, are very typical.

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Game-related live broadcasts are the type of live broadcast with the most stable data. In addition, feelings are not only in the past, but also in the present. For many urban users, staying away from the hustle and bustle of the world and escaping from the steel jungle of the city is also an idealistic sentiment, so homestays and ancient style have also become traffic codes for some live broadcast rooms.

Taking "Ms. Zhang, the owner of Hongcun B&B" as an example, according to Xindou data statistics, the account's live broadcasts have accumulated 740,000 views in the past 7 days, with an average peak number of 2,983 online viewers.

Overall, as long as you can accurately grasp a certain emotional point of the user, there will be a chance to attract a group of specific users. This is similar to the palace live broadcast of Herborist.

4. Market School: Only by taking people by surprise can you attract attention

Curiosity is a common human trait. If you have ever been to a market, you must have seen many very novel stalls attracting customers. Stall owners always show off their skills to attract tourists to stay and spend money. Now, this gameplay has been transplanted to the live broadcast room. In offline markets, "10 yuan for a book" and "20 yuan for a pound of books" are among the most popular ways of playing. In live broadcast rooms, live broadcasts of book clearance under the guise of bookstore relocation once became a popular way of playing.

At offline markets, many young couples are attracted by roadside name designs and 10-minute live sketches. In the live broadcast room, live writing and live painting have also attracted a group of users who like to try new things and have plenty of time.

At offline markets, ring tossing and balloon popping are still popular games that never go out of style and attract a group of parents and children every weekend. In the live broadcast room, various creative mini-games also attract a group of "bored" people.

In offline markets, the juggling performances where "the rich show their support with money and the poor show their support with presence" are always the most popular point in the entire market. In the live broadcast room, some performances that demonstrate skills and entertain the audience also attract different types of users.

At offline night markets, a popular snack stall is always lined up with foodies. In the live broadcast room, although everyone cannot eat the delicious food, they are willing to chat with the stall owner and feel the atmosphere of life.

In offline markets, there are always some stall owners who are either novel or unconventional. In live broadcast rooms, some anchors can also attract user attention with unexpected content.

Taking "Guangdong Dakeng" as an example, the live broadcast content is very simple, accompanied by dynamic music, the only thing the host has to do is to wind the coil passionately. According to the statistics of Xin Dou data, "Guangdong Dakeng" has accumulated 49.87 million views in the past 30 days, with an average peak number of 16,700 online viewers per game. In many people’s impressions, factory life is mechanical, boring and tedious, but the live broadcast of “Guangdong Dakeng” gives people an inexplicable vitality.

From the comments section, we can find that a large number of factory workers are following this anchor. Overall, these live broadcast room data are both good and bad.

Its biggest feature is that it is not so conventional and can bring a certain sense of novelty to users. If many people are interested in it, it will have the opportunity to become a popular live broadcast room.

5. Upgrade: More interesting and better looking is never wrong

Innovative content formats can attract user attention, and enhancing existing content is also a proven effective method. The live broadcast exploration in recent years has proved that better and cheaper goods, a more interesting live broadcast room atmosphere, and anchors with more matching looks are the secret codes for traffic that will never go wrong. On March 29, "Crazy Little Brother Yang" and "Crazy Production Sisters" conducted a joint live broadcast. During the live broadcast, the two interacted humorously, and "Crazy Little Brother Yang" also recreated the famous scene of blowing the non-stick pan wildly.

According to Xin Dou data statistics, the peak number of people online for this live broadcast was 1.69 million, and the cumulative sales volume was 11.786 million. Making the live broadcast room more interesting has always been one of the magic weapons to attract traffic. "Crazy Little Brother Yang" has become one of the most widely circulated live broadcast video clips with his silly temperament. The topic "Crazy Little Brother Yang's Live Broadcast Replay" alone has been played 130 million times. According to the statistics of Xin Dou data, in the past 30 days, the live broadcast room of "Crazy Brother Yang" has accumulated 141 million viewers and accumulated sales of 60.0738 million yuan.

In addition, a live broadcast service provider stated that as more and more live broadcasters emerge in the industry, live broadcast rooms have more and more room to select anchors with matching appearance, especially live broadcast rooms in categories such as clothing and beauty, which have increasingly higher requirements for the appearance of anchors. Luo Yonghao also said in a live broadcast that when selecting young anchors, he would deliberately choose handsome men and beautiful women to increase their appeal to users.

You can be sure that on Douyin, the good-looking anchors who make friends with you will know that “appearance is the first productive force” will not be out of date for a long time.

Some users said that beautiful women are an important reason that attracts them. Therefore, for those who do not want to be "unconventional" and explore new ways of playing, investing resources to find more interesting, better-looking, and more attractive anchors is also one of the directions worth trying.

VI. Conclusion

In essence, Tik Tok is an interest-driven platform. The underlying logic is to attract user interest with content, thereby pleasing the algorithm and leveraging traffic. What is interest? It is the sensory stimulation and emotional seduction, and it is the content that makes users addicted and they keep scrolling for two hours. The result is that the user threshold is getting higher and higher, and it is becoming more and more difficult to acquire traffic. Now, as the traffic dividend gradually disappears, the methods that can attract traffic are either too costly and not popular, or rely on super-cutting-edge products that ordinary people cannot afford, or are borderline and have the risk of being blocked due to violations.

Ultimately, only innovation and upgrading of content formats are the most effective and lasting ways to acquire traffic. From the live broadcast cases above, we can also find that the anchors are trying to innovate and upgrade the content format to create a unique interest field to attract users to stay. It can be predicted that whoever has more creative content and more accurate user insights will be able to gain more control over traffic in the Douyin live broadcast room.