Original link: https://www.latepost.com/news/dj_detail?id=1801
Since the short video officially entered the public eye, there are countless examples of people’s lives being changed by this emerging format.
In 2018, Geng Geng, who was still working as an electric welder, became a master of handmade products through live broadcast; the Tibetan girl Mizang Zhuoma used short videos to record the scene of her grazing and picking matsutake, which was aspired by countless people. With only a mobile phone, they can be seen by a wider public; since then, the miracle of Li Jiaqi and Simba’s delivery of goods has made many people see new business opportunities, and more and more creators have gained a lot because of this. business returns. However, in 2023, none of this seems to be taken for granted.
Statistics reflect to a certain extent that Internet celebrities and anchors are indeed not as easy to do as before. According to the report of the China Performance Association, there are more than 150 million registered anchor accounts in China, and practitioners under the age of 30 account for 60% of them. The competition is fierce; from 2020 to 2022, the number of webcast users in three years is 6.17 100 million, 703 million, 751 million, the growth rate is gradually flattening.
When the traffic market is relatively stable, the competition among creators will become fiercer, and it will be more difficult to stand out.
An anchor who joined the ranks of live streaming in 2020 recalled that she had been broadcasting for four consecutive months, but her total income was only a few thousand yuan; in order to avoid big anchors such as Li Jiaqi, she could only get up at 5:30 every morning. The live broadcast at 7 o’clock until the afternoon, without a break for three consecutive years, has accumulated nearly 200,000 fans. Of the friends who were anchors with her during the same period, she was the only one who persisted.
However, at the Kuaishou Guanghe Creators Conference in 2023, Cheng Yixiao, founder and CEO of Kuaishou Technology, gave another answer: In the past year, more than 22 million people have gained income on Kuaishou. Most of them are ordinary people with their own occupations, not full-time entertainment and delivery anchors.
In fact, the myth of wealth creation in this industry once made people fall into a misunderstanding: if you want to enter this field, you must be “All In”, high investment, waiting for explosive sales, and then reaping high returns. But this kind of thinking just ignores the most primitive tool attributes of short videos and live broadcasts. Their essence is a more convenient connection tool that connects people, industries, and the world, and it is an extension of the boundaries of human capabilities.
There are female masters majoring in music who see the live broadcast as a bigger stage after leaving the stage of the song and dance theater; there are technicians from the rice research institute who teach farmers to grow rice and establish an agricultural resource service ecology… Live broadcast and short video also extend many individuals Career depth and breadth.
Today, after short videos and live broadcasts have passed the upsurge of bringing goods, it has gradually returned to its essence, and its value is being redefined.
The rice research institute employee called “the boss” by 600,000 farmers
The real name of “Rice One” is Yao Lingxu. She is a technical promoter of the Rice Research Institute of Northeast Agricultural University. Next time, she will train dozens of people at most, so she thought of live broadcasting.
At first, Yao Lingxu naively thought that training needs to be popular, so she started her live broadcast career as a singing entertainment anchor. But soon, in a chat with fans, she revealed her rice professional background, and it happened that the other party was also a farmer, so her reputation gradually spread.
She is keenly aware that the needs of farmers to seek help, learn how to plant, and communicate with each other on live broadcasts are stronger than she knows.
Agricultural issues are related to the local climate, planting methods, and timeliness. It is impossible for every farmer to have the conditions to invite experts to their fields, but live broadcasting can do it.
Yao Lingxu’s father is also a farmer. Farmers often need loans to buy agricultural materials and pay back the money by harvest. Her own family has experienced the situation that all 6,000 mu of rice were killed by disease. She always remembers her father’s distressed look at that time. She knows that when every farmer complains that the crops in his greenhouse are sick, it means a loss of 200,000 to 300,000 yuan.
So this voluntary work of answering farmers’ questions, she has been doing for 6 years.
In 2021, Yao Lingxu started a live broadcast of agricultural supplies in Kuaishou.
Yao Lingxu didn’t want to realize the flow of traffic, but she visited farmers for many years and found that farmers could not find a place to learn technology. Another problem was that many people could not buy good agricultural products.
The industrial chain of agricultural materials is very long. There are several provinces, cities, counties, and township agents between the manufacturer and the agricultural material store. Farmers often need to spend more money, but the things they buy are not necessarily suitable for them.
Through the live broadcast, Yao Lingxu connected the two ends of the online and offline. Farmers asked her questions and solved doubts online, and picked up the goods from offline dealers. Some dealers with excellent agricultural technology can serve as Yao Lingxu’s offline service stations to help her Farmers then solve some after-sales problems.
Pushing farmers, distributors, and manufacturers to cooperate with oneself requires a huge endorsement of trust, but Yao Lingxu did it. In the past years of voluntary answering, she also went to thousands of greenhouses, drove hundreds of kilometers to help farmers save seedlings, and usually carried four phones with her to answer questions. She became trust itself.
From a “community animal” to an entrepreneur, Yao Lingxu has pushed her career and professionalism to the extreme through live broadcasting. Live broadcasting has helped her connect hundreds of thousands of farmers, and she has now become a brand that integrates online and offline agriculture and agricultural materials requirements linked together.
16 million fan creators who want to be journalists
Guo Ping has 16 million fans on Kuaishou. She is the older sister of the short drama account “Bankrupt Brothers and Brothers”, but for a long time, she resisted her status as an “Internet celebrity”.
Reporter and host are careers that Guo Ping really yearns for. When she first joined the company, her favorite thing to do was street interviews.
Acting is something she doesn’t like because it’s “not real enough”.
But the MCN Gumai Jiahe she joined is one of the companies with the most experience in short drama production in Kuaishou. At that time, the team had a very clear idea of the content of “Bankrupt Brothers and Brothers”, and the theme they were asked to perform was the hottest urban drama in 2019, and the data test results were good.
Guo Ping’s performance at the beginning was very consistent with the mentality of beating a worker, and she even didn’t watch the short play she acted in for a time – one is to separate the real self from the self in the play, and the other is that she doesn’t want to see the audience’s remarks that hurt her , even a teaser about her appearance would make her very uncomfortable.
When encountering a fan who recognizes her on the street, she will tell the other party “I made a mistake” and walk away quickly.
In her spare time, Guo Ping loves to read the novels of heroines. She likes these heroines who can help others fight against injustice. Her previous choice of majoring in media and her desire to work as a reporter and journalism are also related to this yearning.
However, the more she resisted the identity of an Internet celebrity, the better the performance of her carefully screened accounts—the number of views once exceeded 30 to 40 million, which attracted more and more attention to her. The content of the short dramas has also gradually changed, and they are more in line with hot topics, such as women’s safety, food hygiene and other realistic themes, and some fans have begun to actively express their approval to them.
Seeing these changes, Guo Ping gradually began to learn to ignore those remarks that deliberately attacked her, and at the same time pay attention to positive comments and interactions. She found that the voice she wanted to convey to the audience was indeed heard, and the short play seemed to have the kind of news. strength. She began to actively participate in the content, expressing the female topics that she has always cared about through short plays.
The screenwriter of “Broken Brothers” said that the core of the short play is to provide emotional value to the audience, and social issues, especially hot social issues, are resolved through a sense of justice, which is an effective way to provide emotional value.
What touched Guo Ping the most was that they filmed a short play on food safety, which was played more than 120 million times. Some fans even went to the noodle shop where they filmed the short play to criticize the merchants. This made her realize the importance of Internet celebrities. Behind it is influence, which can also realize her inner ideal of journalism.
So she reconciled with herself, and settled down to study the methodology of short videos. Now, she can analyze user preferences through the release of content again and again, and guide fans to contribute. She is familiar with the theme, plot and plot reversal of short dramas.
The female master who decided to leave the system to do live broadcast
The life goal of “Xiahua Girl-Big Sister” is very clear – will not leave music. Unlike most people’s rough pursuit of dreams, her dream has never been far away from her.
In 2006, she came to Beijing from Daqing to go to school, and studied bel canto in the middle school attached to the Conservatory of Music. Afterwards, she was admitted to the China Conservatory of Music to continue her major in bel canto, and she got a master’s degree. After graduation, the big sister joined the China Opera and Dance Theater.
If the epidemic hadn’t pressed the pause button on her music journey in the middle, she would probably continue to sing like this.
In March 2020, the epidemic broke out, and all performances were gradually suspended. The elder sister, like all song and dance actors, has nothing to do at home, so her hair boy took her to play live broadcasts, shoot short videos, and taught her to mic PK, which made her feel another stage on the Internet.
For the big sisters, the “stage” is a unique existence. When she came to Beijing from Daqing and began to review and take exams for her music dream with tens of thousands of candidates, this experience gave her a strong sense of shock. Although there are many competitors on the stage here, it is countless times bigger than Daqing’s stage, so I must climb on it. After failing the first exam at the China Conservatory of Music, she mustered up the courage to take the exam for another year.
In the days when work was interrupted due to the epidemic, the live broadcast room became another stage, where more people can see herself. Her small live broadcast room has earned more than 10,000 yuan in less than a month. income; the most important thing is the opportunity-generally speaking, a new singer needs to start as a chorus actor to get a solo opportunity after a few years, and there is a ready-made solo stage on her mobile phone waiting for her .
Kuaishou did create a bigger stage and gave her an excellent opportunity to compete fairly—a few months after the live broadcast, she met the summer festival held by Kuaishou, and only the top ten anchors were eligible to go to the offline festival stage, and she was lucky to be one of them.
Later, when the director customized the program for her, she discovered that her bel canto and high voice made her stand out from the crowd. This used to be an obstacle to her live broadcast-because she was used to bel canto, she was not very good at singing popular songs. After singing and walking down from the grand ceremony stage, she gained 200,000 fans.
Luck doesn’t favor her all the time. She once worked hard to broadcast more than 700 live broadcasts in one year, but later, she found that she couldn’t understand her fans. Sometimes the more she sang, the more fans she lost; she hurriedly became a PK anchor, fighting with different types of people PK offended some old fans again. She later concluded: At that time, she was in a hurry and always wanted to export her content to others. In fact, what she should do is to innovate and change.
Trapped in a bottleneck, she was pulled out of the quagmire by Kuaishou again. In 2022, Kuaishou self-produced a variety show “Sound Like Summer Flowers”, which is an online variety show produced according to the standards of variety show stages. In it, the master sister finally stood out and won the honor of second place. The top nine of the show formed Kuaishou’s first music anchor group “Xiahua Girl”. The requirements of variety shows are more difficult, stricter, and more uncomfortable for her than the live broadcast room, but accordingly, she learned the idea of making content from it, and the problems that she couldn’t figure out before were solved in an instant. More than anchors.
Today, Master Sister has more than 7 million fans on Kuaishou, has her own production company, and has a program “Senior Sister Big Stage” with herself as the IP.
Since she set foot in Beijing, the big sister has been pursuing a bigger stage, and she is constantly thinking about what is the fastest way to get on this stage? There are also her reasons behind this: her family almost exhausted all their efforts to help her embark on the road of music, her parents worked in other places to earn money, and her grandparents came to Beijing to accompany her in her studies. After graduating with a master’s degree, the senior sister found that it would still take many years for her to repay the family’s dedication, which made her feel guilty.
In the end, the live broadcast room carried the stage of her dreams, and Kuaishou gave her a fair chance to show.
Live broadcast and short video can also be an extension of one’s own profession and expertise
The master of communication, McLuhan, predicted before the birth of the Internet that the media would not only be the carrier of information, the importance of information would be reduced, and the media would go beyond the scope of information and play a more important role of connection.
The “myth of making wealth” of live broadcasts and short videos once concealed their significance as tools. In essence, their functions are to show a person to others as much as possible, and his own professionalism and career can be borrowed Live broadcasts and short videos have been extended to reach people in need thousands of miles away.
In recent years, the real estate and car sales that have continuously entered the live broadcast room are also confirming the connection efficiency of live broadcast and short video.
Big Sister, Yao Lingxu, and Guo Ping are all people who grew up in Kuaishou in the “post-live broadcast era” around 2019 and 2020. They have brought their careers and professions to the extreme through live broadcasts and short videos, and Kuaishou is also at this height In the competitive market, a fair environment has been created, so that new creators who have joined in the past two years can also fully demonstrate themselves.
This year is the fifth year of Kuaishou Guanghe Creators Conference. At the meeting, Kuaishou Technology founder and CEO Cheng Yixiao said that Kuaishou hopes that creators can make money, and can make money in a long-term and stable manner. As a platform, Kuaishou must provide good services , to create better creation conditions and realization opportunities for creators.
In the coming year, Kuaishou will continue to invest more than 400 billion traffic to support creators, covering more than 7 million creators to help them realize monetization. At the same time, for creators and MCN institutions, we will continue to simplify the opening threshold for monetization, and provide creators on the platform with richer monetization forms through the launch of Magnetic Wanhe and the upgrade of the Guanghe plan, so that creators can focus more on creation.
Kuaishou’s latest statement on the community ecology is: Let every old iron “pursue certainty in an uncertain era”. The certainty here may mean that everyone can continue to be seen on Kuaishou, so that they Use “love” to gain more.
Title map source: Visual China
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