What is the difference between attacking the variety show?

Big data focus hotspot hotspot

Knowing the new comprehensive attention to young people's demands

Zhihu's upcoming Youth Round Talk series "Wild talks" pays attention to the story, thought and cognition of young groups. The show invited Li Xueqin, Xi Rui, Li Haoyuan, Zhang Ruonan, Jiang Xiangui, and Zhihu outstanding respondent Li Songwei and Liu Boyang as guests. They used the four fixed guests and a flying guest of each issue to discuss the high -heat issues in the Zhihu station. The program production team "everyone records" has produced "Thirteen Invitations", "Old Friends" and "Seeing" and other high -mouth humanities documentary programs. The recording scene of the show moved from the studio to the outdoor, avoiding the scenic spots and popular routes, and chose the wilderness, forests, and river beaches. Under the concept of pioneering the "spiritual wilderness", the combination of space scenes and content themes is quite unique to know the community's unique transfer of the community. sex.

"The Occupation I Long" is an observation program in a young man in the workplace. Each period is an outstanding workplace person in the post -90s post -90s, leading the audience to immerse themselves to experience different occupations. In the program, the audience can feel the daily work of Silicon Valley programmers, walk into foreign companies and Internet factories, and contact the lawyer industry at close range ... The program has set up a second observation room at the same time, inviting professionals to discuss topics, so that users can harvest interesting and useful workplaces Skill. The fixed guests of the show include Yang Tianzhen, Chen Ming, Ran Gaoming, etc.

The college entrance examination is the focus of the society. During the college entrance examination in 2022, the total number of problems under the relevant category of the college entrance examination was 7.67 million, and the search volume of related search words was 197 million. Many college entrance examinations "come over" to share their knowledge, experience and insights, and many candidates are looking for the "answer" they want. In this context, the variety show "My College Entrance Examination Laughs Book" of the college entrance examination documentary interview with the college entrance examination came into being. The original script of the show comes from the topic of college entrance examinations that the previous young users pay attention to, hotly discussed and the user's question and answer interaction. The age of the interviewees is from 20 to 40 years old, covering a variety of occupations.

Jiang Mingxue, the person in charge of the Pan -Entertainment Operation Team, told reporters of the Variety Shrine that in the fields of concern for young groups such as college entrance examinations, workplace, life, and emotion, there are a lot of professional discussions and high -quality content in Zhihu. "The upcoming three variety shows are the extension of the content ecology of the content. The program invites many people who know the respondent as a guest, and will provide a broad development space for the creators. The innovation breakthrough of the subject matter is also in line with the culture and ideological trends of young users at the moment.

Women's self -made variety show

Xiaohongshu focuses on young lifestyle

The small red book of diversified development is also expanding the entertainment product territory and joining the homemade variety circuit. In July last year, Xiaohongshu launched a travel reality show "Escape City Plan". Subsequently, the same type of "Two Days One Night Camping Plan" was launched on Xiaohongshu, inviting bloggers to camping around. Xiaohongshu has also launched the cultural program "The Night in the Corner". The host Liang Wendao brought Chen Danqing, Chen Di, Liu Qing, Li Houchen, Huang Zhizhong, Jiang Sida and other guests. Topics that care or hotly discuss each other.

At the end of 2021, Xiaohongshu's homemade life program "I want to live like this" is launched. Through the "life of life" and "experience officer" to travel to the city, open the lifestyle in different scenarios such as sports, travel, and art to drive users to share themselves Hobbies. In May this year, the show started the second season of "Camping Season" with a new theme. Under the wave of reasoning variety shows sweeping major platforms, Xiaohongshu recently launched a homemade variety show "Let's Inference Together".

From the perspective of content and form, the variety show launched by Xiaohongshu is shorter, and KOL and fashion stars in the station are invited as guests. These variety shows have the characteristics of platforms, basically based on the lifestyle of young people, and the content also focuses on the common tourism, food and other sectors commonly focused on the platform. Xiaohongshu's self -made variety show is biased towards women's theme content. According to the "2021 Xiaohongshu Active User Portrait Trends Report", the female in active users of Xiaohongshu accounts for 90.41%. Taking the theme of women is a major feature of its vertical marketing.

Variety enhanced user stickiness

Differential advantages produce "long tail"

"Compared with the content of film and television, the social attributes of variety shows are stronger, and they are more likely to drive community fans." They are all community platforms. In order to stimulate stocks and growth, they need new stories other than live broadcasting and sharing, thereby increasing user stickiness and enhancing the connection between the community and the community.

Bao Ran takes Xiaohongshu as an example. The advantage of UGC (user original content) in its station is the rapid volume. The disadvantage is that it is difficult to grasp the quality control. "At present, the regulatory authorities have become more and more strict in the management of MCN institutions and Internet celebrities. Xiaohongshu needs to continuously optimize and improve the community content ecosystem. Homemade variety shows not only more formal, but also have the threshold for production, which is conducive to the transfer of traffic to high -quality content." Bao Ran bluntly said that many Internet platforms are facing the bottleneck of user growth dividends. Regardless of Xiaohongshu, or knowing, in recent years, it has been exploring new paths outside the core business.

However, compared to the vibrato, fast hands, B, and watermelon videos of the long video grabbing market, the pace of Zhihu and Xiaohongshu is not so large. A series of actions are just continuously strengthening their platform attributes. For example, several programs launched by Xiaohongshu are typical micro -variety shows that follow social topics such as camping and travel; Zhihu's upcoming programs are also based on their own "professional discussion" characteristics, focusing on the concerns of young groups. "The cost of traditional variety shows has gradually risen, and the income is simply relied on advertising sponsorship, and the preservation period is also short. Zhihu and Xiaohongshu are developing variety shows. Good choice, "Bao Ran said. Talking about the expectations of the platform's homemade variety shows, Jiang Mingxue said that layout of homemade variety shows is an attempt to know about the extension of high -quality content, and it is also a kind of innovation of traditional variety shows. The production, dissemination, interaction, and aggregation of the content of the three programs are all known to be completed. At the same time, the views, topics and other contents in the program will be widely discussed by users, precipitation accumulation, and long -tail effects. "We hope to form a positive content of Zhihu high -quality content to create a better community ecology."

Photo: Douban, Program Officer

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