Slowly live on the fast lane, how to find more commercialization?

Picture source: Oriental IC

Recently, China ’s first panoramic egret global live broadcast platform“ I-EGRET ”(love eggier website) was officially launched on Ningbo. The global public can watch the whole process of building egret nests, eggs, incubation, broken shells, breeding, and flying through live broadcasts, and immersed in the ecological beauty of human and nature, energy and environment.

It is understood that the "I-EGRET" launched on this time has the bilingual interface of Chinese and English, and the computer and mobile phone mobile terminal support overseas users to watch.

In the gyro -like modern life, the slow live broadcast strikes like a breeze, slowing down the pace of rotation. Although slow live broadcast is not new, with the popularity of platform B, short video and other platforms, and the mainstream media test water, the slow live broadcast seems to have embarked on the fast track and escape the new enjoyment of the "fast world". It is increasingly showing the possibility of commercialization.

After the diversified "slow" development, the slow live broadcast is on the fast track

What is a slow live broadcast? It is actually a live broadcast form, conflicting with conventional cognitive live broadcast forms, becoming a "fast live broadcast" resistance. Slow live broadcasts generally do not have the host. Relying on a monitoring camera, the transmission of the incident is synchronized, without lens cut, editing, music rendering and other production traces.

Slow live broadcasts have emerged around the world, to pull the camera to 2009. According to the data, in November 2009, Norwegian Broadcasting Corporation planned and produced a 7 -hour travel live program to commemorate the 100th anniversary of the birth of the Bergen Railway. With four aircraft positions only showing the scenery and landscapes in the carriage from Oslo to the Bergen Railway, it attracted one -fifth of Norwegian population to watch.

This form is successfully landed in Nordic in the rhythm of life, and has aroused the attention of slow live broadcasts in other regions. my country's introduction of slow live broadcast is also relatively early. In 2013, the Chengdu Giant Panda Breeding Research Base and CCTV jointly launched the iPanda Panda Channel.

The channel is based on the theme of giant pandas. It shows the living conditions of the giant panda through the 7X24 hours of full -time live broadcast. At present, only Weibo accounts have more than 11.47 million fans.

However, the form of slow live broadcast really starts from the epidemic in 2020. At that time, people's fast -paced life was suddenly pressed at the pause. The live broadcast of the "Cloud Supervisor" of Leishan Mountain Hospital was hot. It was broadcast live for 24 hours a day and lasted for a total of 117 days. Times.

After that, with the end of the epidemic, people are more thirsty for companionship. A series of slow live broadcast content such as panda life, farm live pigs, and urban cloud tourism rose rapidly in China, and even extended to the daily sharing of personal life.

Zeng Xiangmin, a professor at the School of Television of the Chinese University of China and deputy chairman of the New Media Professional Committee of the Chinese Records Association, divided the slow live broadcast into travel, slow tourism live broadcast, and record categories that meet the needs of user leisure aesthetic needs, and the slow live broadcast of tourism. There are two types of live broadcast.

After searching for "Slow Live" on the short video platform, Blue Whale Finance reporters found that the media accounts in many cities have slow live broadcast content, or cars on urban streets, or weather landscapes in famous scenic spots, or The real -time situation of tourist attractions and snack streets is equipped with quiet and soothing background music, and the number of viewers ranges from thousands to hundreds of thousands.

The content of the slow broadcast live at station B is more diverse and close to personal life. In May, station B launched the "Late Night Combat Live" brand, and released a series of late -night companionship slow live broadcast content, such as midnight song platforms, crossing cities, space stations, etc., and accurately positioned the slow live broadcast content as "long -term sleep aid project".

In addition, many variety shows are implanted in the form of slow live broadcasts. For example, "Living 6" specially produced the slow live broadcast section for members and opened the live broadcast content of the sunrise.

Has the slow live broadcast really become a traffic entrance? Why does the live broadcast form that already has a live broadcast rises?

Slow live broadcast has the attraction of media extension

According to the "49th China Internet Development Statistics Statistics Report", as of December 2021, the number of netizens in my country reached 1.032 billion, and the Internet penetration rate reached 73%. Among them, the number of online live broadcast users in my country has reached 703 million, accounting for about 68%of the total number of netizens.

From this point of view, the form of live broadcast has become a more acceptable viewing habit of most netizens. Unlike the fast live broadcast that follows the rhythm of the anchor, the initiative of the slow live broadcast is in the hands of the user. The user does not need to passively accept the live broadcast content of the anchor. Instead, you can choose the convenience time to enter the immersive viewing experience at any time.

Zhang Shule, the critic of the Internet industry, told the Blue Whale Finance reporter that it was not convenient to watch live broadcast before. On the TV screen, users would feel bored with slow live broadcast, and they were more willing to watch the show from time to time. However, on the mobile terminal, various short videos and live broadcasts are full of high -frequency switching. Under the aesthetic fatigue of pan -entertainment content, users are often willing to accept slow live broadcasts; although in a short time, they can be quickly switched to relax in the fragmented time in the fragmentation time. body and mind.

A survey conducted by the China Youth Daily Social Survey Center's joint questionnaire network showed that 87.8%of the respondents like to watch slow live broadcasts, and 78.1%of the respondents are optimistic about the development of slow live broadcast.

Regarding the reasons for slow live attracting users, the data shows that 69%of the respondents believe that it is "a sense of authenticity in the state", and 55.9%of the respondents believe that it is "the original ecology without editing." Others also include processing, witness (51%), super long time, can freely choose the viewing time period (49.4%), and the content is quiet, making people relax (33.9%), etc. Recently, Liu Fang (pseudonym), who has been fascinated by the B station "Learning Broadcasting", told Blue Whale Finance reporters that because she needs to prepare for the exam recently, I will open the B station UP Master's self -study live broadcast every night to accompany themselves.

When it comes to choosing slow live broadcast instead of light music audio, Liu Fang pointed out, "The light music I followed by the main focus is very nice, and you don't need to find it again to reduce the waste of time. In addition, watching others studying carefully, my own The power will be more enough. " She believes that the slow live broadcast method can be easier to fall into the state of immersive learning, and it is more suitable for users with special needs.

This is indeed the case. Compared with the fast live broadcast, the slow live broadcast brings the long -term penetration of the user's sensory level. At this moment, the media really becomes an extension of human beings. Essence

While bringing users for a long time, due to the simple screen and fast production, the slow live broadcast also has the same content, the quality of quality is different, and it is difficult to commercialize the dilemma.

The content is too vertical, and the realization of commercialization of the deposit

In Liu Fang's view, the form and content of slow live broadcast are easy to follow the trend and difficult to create differentiated advantages. At the same time, because the slow live broadcast time is too long, the audience is difficult to concentrate for a long time, and it rarely watchs it.

For users who want to find a sense of quiet or companion, the power released by the slow live broadcast may be greater. "2022 Chinese National Healthy Sleep White Paper" shows that after 44%of young people in 19-25 years old stay up late until zero, 42%of the elderly people fall asleep for more than half an hour, and the insomnia rate is as high as 21%. The 19-35-year-old young adult is a high incidence of sleep problems, and poor sleep has gradually become a general pain point for young people.

In response to this pain point, station B launched the slow live broadcast content at the late night, such as the pillow poetry club, the city, and the midnight song table, with an average length of about 1 hour. Among them, as of press time, the player volume of the song platform at midnight reached 500,000, and the number of playbacks through the city was more than 300,000, but the number of poetry clubs at the pillow was only 23,000.

It can be seen that users also have a certain bias for the content of slow live broadcast, and slow live broadcasts with soothing music are often more attractive. Although B is working on the content up and down, it is still a little artistic processing without changing the essence of the slow live broadcast.

Zhang Shule believes that the current slow live broadcast has fewer forms, and the sense of gain brought by the encounter is too scarce. It will only look like a 24 -hour live broadcast of the hidden lens. Essence In terms of commercial monetization, the implantation content of slow live broadcast is excessively vertical, and users enter and switch randomly. Even if they have strong user stickiness, the user's online duration and attention may not meet the standards, which will affect commercial realization.

The slow live business monetization effect is indeed immediate as fast as fast live broadcast. It is necessary to develop the habit of the audience and then imply the commercial possibility of implanting into business.

On May 16th, Tmall made a slow live broadcast of a sleeping concert, showing the whole process of a girl gradually falling asleep after get off work. It is understood that the protagonist of this concert is the on -site bodies made by the sound therapist through the healing instruments such as brand products and hand discs. In the enjoyment of sound, the goods are virtually reflected in consumers.

This has opened a new possibility of brand advertisers. However, as a new form of content, the slow live broadcast is still in the exploration stage, and it is impossible to obtain a high -traffic carnival effect in the short term. But this is also the value of slow live broadcast. It is no longer biased towards the personal preference of the content producer, but is combined with the long -term combination with the content of the user.

Zhang Shule pointed out that slow live broadcast can change from the four seasons of the animal world to the four seasons of mountains and rivers, and even similar to foreign open places and venues from abroad for uninterrupted live broadcast, which has a sense of "distance" with users. Randomness may bring more sense of "encounter".

Slow live broadcast confrontation is the "fast" rhythm, bringing "slow" enjoyment, which requires the market to give more patience and time.

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