How many possibilities are there in Douyin?

On September 3rd, Andy Lau "sang me to you to listen to" Douyin live broadcast. According to media reports, the cumulative viewers have exceeded 300 million.

When he opened his personal live broadcast first show last year, the cumulative view of the viewers had exceeded 100 million. Now he picked up the microphone and brushed his record again, showing the powerful magic of music.

Without receiving tickets, the entrance to the live broadcast gift was also closed, and there was no sponsor advertisement. Uranus shared music and sharing life with the audience in the purest way. After the live broadcast, Liu Dehua, who had been close to 70 million fans, rose more than 7 million powder.

This also makes the combination of celebrities and short video platforms have more imagination. In addition to Andy Lau, Zhou Shen, Wang Suzhen, Liang Jingru, and Eason Chan all held personal special sessions.

Different from the commercial performances that have passed the scene, each singer has full personal characteristics. In addition to singing, each game also has an interactive design rooted on online performances, instead of simply moved offline performance photos to on-line.

This is also a microcosm of the ideas of cooperation with Douyin and celebrities -cooperation with celebrities with self -driving force and content generation ability, breaking the conventional cooperation model, and exploring new tracks.

The new track does not appear out of thin air, but combines the stars and the existing vertical ecology, and a new way of presenting a new content presentation. Liu Genghong, who burst into fire in the first half of the year.

In the next step, at the stage of content monetization, Douyin is helping celebrities to find the way the commercialization path and content logic are not harmed. For celebrities, this is undoubtedly the most ideal situation of audience reputation and business income.

Compared with the primary stages of batch settlement and the same platforms of the same material, stars have begun to "refine" in short videos. Douyin is providing them with a more complete infrastructure.

Singer needs stage

"Do you know how much we have on the stage?"

In the "Happiness again" some time ago, Zhang Yuan broke the voice of the stars as a singer.

In recent years, the offline performance industry has been uncertain. According to the data of the "Performance Industry Insight Report in 2021", the box office revenue of concerts and music festivals decreased from 4.26 billion yuan in 2019 to 2 billion yuan in 2021. Suddenly 53%. In the last July and August, there were 52 official announcement music festivals across the country, extended or canceled 35.5 games.

Even if the performance is successfully performed, the excessive fare has made the sound of "performance assassin" appearing on the Internet. For ordinary audiences, the cost of watching the performance offline is getting higher and higher.

The online stage is also scarce. The "playing song show" model has never developed in the new media era. As singers, the stars of the singers have to be the protagonist of the MC and the film and television drama of the variety show in order to maintain exposure. Have the opportunity to show your best music.

The emergence of online concerts gave the singers with the opportunity to communicate with the audience with music. The vibrato that has always cultivated the star ecology has also become a suitable bridge to carry this opportunity.

In Douyin, online concerts can be a brisk singing live broadcast, or a complex performance of dancing beauty. What kind of way to choose depends on both the appearance of the singer's personal hopes, but also depend on the diverse planning and operation capabilities of the platform.

In the singers, the song lists, dance beauty and other aspects of the concert, Douyin created it with the singer, trying to show their true inner ideas and personality charm, not ordinary flow theory and business theory. show.

Taking Zhou Shen as an example, because I hope to walk to the fans who have not seen each other for a long time, send a special gift for fans, so the dance of the concert is designed as a fantasy forest, which means that everyone is like a tree like a tree Grow silently in the forest and accompany each other.

In the choice of the song list, not only the classic tracks, but also the attitude and will of the singer himself. Zhou Shen sang the "Board", "Take me to find nightlife", "Lifetime Beauty", which he liked him very much.

And Wang Suzhen's "Big Entertainment" online live concert, the original plan was offline performance. After turning online, he did not directly follow the offline dance plan. Instead, he made this live broadcast into a similar "music movie" form with Douyin, which is more suitable for online viewing. To this end, the entire live broadcast uses the guide position of the scale of the stadium concert, 6 real scenes, 8 sets of clothing, and the "zero use" of LED materials, and finally completed the only multi -curtain drama in China so far. Model live concert.

On the user side, users have also become one of the co -creators of online concerts, and they can have more interactive experiences that cannot be achieved offline.

For example, each singer's special session has a "wish song list" and "Anco track" link, allowing fans to vote online to choose songs that hope singers sing. During the concert, the interaction between the real -time interaction with the barrage enhances the audience's sense of participation and interaction.

In the special session of Eason Chan, before the live broadcast, the story of Eason Chan was collected to the entire network. Eason Chan read it in the live broadcast and responded to the story of the fans. This form of live broadcast like "Family" has disintegrated the high position of the stars in the offline concert, and the distance of the heart is closer in the live broadcast room where the physical space is farther.

At the same time, through the support of technology, the experience of online viewing is gradually getting rid of the stereotype of short video platforms. Users can choose to watch in a horizontal or screen, which allows conditions for audiences to get a more immersive viewing experience. There is also the application of the "watching together" function, allowing the audience to watch it with friends and relatives, instantly express and share the viewing experience, and generate a photo of themselves with idols with one click. After the performance, the Live version of Zhou Shen, Wang Suzhang, Liang Jingru, and Andy Lau also launched on the Sepanic Music APP to listen to it.

In addition to online concerts, there are more possibilities for the live broadcast of music as the medium. For example, Zhang Jie launched the six -phase series of live broadcasts in Douyin, "Zhang Jie's Point Song Terrace", and has repeatedly rushed to the Douyin list. Only the live broadcast drives fans to increase by more than 4 million and like over 1 billion times.

In order to promote the new album "Revelation" and cooperate with the rhythm of the song, Deng Ziqi opened 14 personal series live broadcast in Douyin.

In a light or heavy way, there are room for singers with different needs. In essence, whether it is a singer or not, for celebrities, how to meet the audience on short video platforms is becoming more and more diverse.

Content embedded in the ecology

Andy Lau admits in his personal special broadcast that the initially settled in Douyin was for the need for work, but now he is used to sharing his own story with Douyin.

This is also a major trend in the change of cooperation between Douyin and celebrities. Settling in Douyin is no longer just a "conventional action" of an artist's declaration team. It should be in line with the original content, and at the same time find a business monetization method without harmful content.

To keep the content no longer staying in the "convention", we must first find the differentiated advantage of the stars itself. Showing your most personal charm can attract more people.

The strategy adopted by Douyin is that the suggestions given to account operations for the field of artists are good at the field of account operations, and through the superimposed effect of "star+vertical", it achieves a circle.

For example, Douyin's "Star River Plan" aims to help art with content output interest, tap its own potential, and create a long short video series IP label.

Under the "Star River Plan", there is a series of videos of "Nicholas Tse". Through the interaction with the drooping people in the food, Nicholas Tse further breaks the circle. At present, the series has assisted Nicholas Tse's account to increase powder by 8 million, and the number of related topics has exceeded 900 million. There is also a series of "Zhang Chenguang Acting Intelligence Challenge". By constantly throwing a scenario test question to Zhang Chenguang, it shows the acting strength of the old drama bone, helping its second redness, and the e -commerce live broadcast GMV increased by 10 times.

The case of even more circled was Liu Genghong, who was hot in the whole network in the first half of the year, and the number of fans rose in the monthly single month was more than 5500W. As a professional fitness coach for many years, he chose to bring simple and effective fitness exercises to the live room. It is undoubtedly an example of combining the artist's own special operation account.

In addition, Douyin also has more focused targeted strategies for artists at different stages. For example, for the "dark horse plan" of the stars in the rise of Gao Qianzhong's waist, and the "cross -sea plan" for overseas stars. Its overall idea is still the native content of Douyin, making stars an organic component in the vertical ecology.

After the content of the content is precipitated, the problem of transformation began to emerge. In recent years, when many stars have tried commercialized attempts, they have been deeply trapped in the dilemma of "eating unsightly" in the public opinion field. The essence is that the past star industry and the audience have a sense of distance, and its business conversion path is often not directly facing the audience. The emergence of new media such as short videos and live broadcasts has shortened commercial conversion paths, and it is difficult for the audience to adapt to the image of "star" suddenly become "merchant".

Douyin, through the transformation of the rear link, maximizes the damage of commercialization to content.

Taking Liu Genghong as an example, when his fitness was hot, he did not choose to be anxious to realize the first time and hurt the audience's enthusiasm. The strategy adopted is to create a matrix account@其 其 其 其 其, through the creation of matrix accounts, strengthen its content label, and expand the space of commercial monetization.

In general, the powerful content ecology and perfect commercial link allows any type of artist to find the way to integrate in Douyin. The cooperation between Douyin and celebrities has also gone through the initial stage of mutual temptation. It is getting closer to a mature system.

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