Chasing the variety show by the way, ＂Goose Feather＂ and ＂Surprise Outside the Goose＂ gave the live broadcast a new sense of interaction.
Author | Liu Xiaotu
Editor | Li Chunhui
Liu Qian accepted the four-character actress as a disciple, Yao Chen taught Yang Di’s mother to wield a sledgehammer, and Liu Qian applied lipstick to test the color on the spot … One scene after another, Hard Candy laughed to hold up the decree pattern. When I came to my senses, I patted my thigh: hey, I obviously came to "pluck goose feathers", so why did I really catch up with variety shows?
Tencent video’s new live broadcast variety show "Surprise Outside the Goose" really has surprises. Live broadcast with the army of goods, and add a "content-based" team for entertainment, chopping and analysis.
Live broadcast with goods is hot, and after all platforms are not satisfied, star participation, plot with goods and entertainment marketing will fly. But on the whole, there are two logics: the e-commerce logic represented by Viya and Li Jiaqi focuses on "goods"; The live broadcast logic represented by Aauto Quicker focuses on "people" and focuses on "family cohesion" and "plot mode".
The "Surprise Outside the Goose", which was launched on August 16th and has been broadcast for two issues, is obviously different from these two modes.The program presents a one-stop experience of idolize, variety show and shopping. Tencent video focuses on the "field", builds multiple scenes around interaction and consumption, and tries to take a new path of "content-oriented e-commerce".
At the same time, compared with other single scenes in live broadcast rooms and merchandise promotion, Surprise Beyond the Goose is unique in that it carries out live broadcast experience in different scenes according to different contents and commodities. Combined with the interaction between the star guests and the audience, users can plant grass products unconsciously with real and intuitive feelings.
Nowadays, people are emphasizing the content, but the platforms with different core competencies have different tastes. You are an e-commerce platform, even if you find a bunch of stars, you will let the stars broadcast advertisements; You are a live broadcast platform. Even if you try to be versatile, it will always be the taste of the "show", without the exquisiteness of professional variety.
There is a specialization in the industry, and video websites are good at content, which needs to be run-in for e-commerce and live broadcast. Judging from the two issues of Surprise Beyond the Goose, the popularity and topics are gradually improving. Especially under the linkage and blessing of Tencent’s six high-traffic platforms, such as Tencent QQ, QQ browser, micro-vision, Tencent Watch and Tencent News, greater value is continuously brewing and fermenting.
And this, also let us see a kind of "accumulation", rather than "consumption" of entertainment with goods.
I just wanted to pluck some goose feathers.
But by magic and interactive circles.
As the first variety show with goods produced by Tencent Video, Surprise Beyond the Goose focuses on discovering wonderful and interesting things in life. Liu Qian and Yoko Lamu, who are resident in MC, form a mentoring file, and team up with flying guests such as Rachel Momo and Ivan to strive for heavy benefits for users.
Today’s live broadcast brings goods, and there is no shortage of concessions and excitement. Poke Taobao, Aauto Quicker and Tik Tok at any time, and you can see the rivers and lakes competing for the goods. It seems a little late to do live broadcast with goods at the moment.Surprise Beyond the Goose, which combines magic elements and pays attention to user interaction, is differentiated in a variety of narrative ways, which promotes the live broadcast to a more systematic and deeper pattern and cultivates a new live broadcast consumption context.
Compared with the regular delivery mode of the anchors, the "Surprise Beyond the Goose" grafted with variety shows is obviously more substantial and more visible in content. Hard Candy started the program with the original intention of "goose feathers", but it was conquered by the guests. The whole golden sentence is dense, and the happiness is no less than chasing a hot variety show.
Just after the official announcement of "Surprise Beyond the Goose", Liu Qian took the lead in calling out his apprentice Yoko Spicy Eye to show his first lesson in magic. After this wave of preheating, netizens left messages: "Boss, do you still accept apprentices?" "Launched in August? I’m coming back to life. ""I envy Yoko spicy eyes. "
After the program was launched, Mentor MC continued to create various surprises and contributed many hot topics. The magic performance of Yoko Spicy Eye was exposed by Master, which provoked the audience to ridicule "I feel sorry for Yoko, but it’s really funny" in the live broadcast. While Rachel Momo was a guest in the live broadcast room, with the blessing of the hot drama actors, the program continued to go out of the circle.
In Nothing But Thirty, the explosion of Tencent video this summer, Rachel Momo (playing Zhong Xiaoqin) had a disagreement with her husband because of fish farming.After Rachel Momo airborne "Surprise Beyond the Goose", Liu Qian used a piece of white paper to make a goldfish for it, and the miracle always shocked passers-byWe xiaoqin can’t escape the life of raising fish! ）。 Soon, the topic of # Liu Qian’s Magic for Rachel Momo # boarded the hot search in Weibo, and the reading volume exceeded 100 million, which set off an upsurge of interaction among netizens.
With the blessing of fragment videos and hot topics, the volume of "Surprise Beyond the Goose" is good. By the second broadcast, the peak number of online people in the live broadcast room exceeded 250 thousand, and the program was getting better and better. Ivan, Yang Di’s mother and other new guests have become a new source of happiness for the program.
As a member of the Idol Men’s Team R1SE, Ivan has made countless contributions to the fun soul circle. And Yang Di’s mother also brought her own sense of variety. She became famous in World War I with her magical laughter, and was repeatedly called out by fans. This broken dimensional combination of "Handsome Love Bean X Humorous Mom" rubbed and collided on the stage of "Surprise Outside the Goose", leaving high-energy links such as "ruai Paper Men’s Team" and "Swing the Hammer".
When Yao Chen led Yang Di’s mother to dance "the dance of swinging the hammer", even Yang Di, a big variety artist, could only silently nest in the corner and say "the stage is yours". The hilarious scene made the audience brush "hahahahahaha". These behind-the-scenes video clips were also released from official channels, and # Yao Chen taught Yang Di’s mother to swing a sledgehammer #’ s Weibo topic reading quickly exceeded 36 million, and the discussion volume exceeded 130,000.
The new fans who heard the news can’t help but look forward to the next live broadcast after making up the previous content of Surprise Beyond the Goose.Live broadcast with goods, finally have a pleasure other than spending money.
Goose’s sincerity is still a must.
It is not only a live variety show, but also good-looking and selling. At present, the price war is still the deciding game of live broadcast with goods, and it is also applicable to "Surprise Outside the Goose".
This program is circled through high-quality content, and then Tencent Video uses sincerity such as large subsidies and low-cost benefits to make the traffic smoothly precipitate and turn it into a highly viscous active fan.
When the first program was broadcast, "Surprise Beyond the Goose" once released such lavish gifts as value spikes and surprises, which quickly aroused users’ enthusiasm for consumption. Hard Candy Jun, who was addicted to Liu Qian’s magic performance, missed the snack of cabbage price several times because of his slow hand, leaving two lines of tears in his mouth.
In addition to the guests and products, Tencent Video is constantly seeking iterative upgrades of gameplay, and continues to surprise users with diversified interactive forms. After chasing the two issues, the most obvious feeling of Hard Sugar Jun is that the goose feather is heavy and the pattern has changed.
Other anchors care about whether your wallet is bulging or not, but Tencent video cares about whether your blood is fast or not.The early bird red envelopes and the hourly red envelopes are round after round, and 60,000 cash-filled red envelopes seconds are empty. The audience with sufficient ammunition can devote themselves to the chop fight.
The secret lottery and large subsidies have repeatedly stimulated the public’s desire to buy, driving the craze of "chatting while chopping". After a live broadcast, users brushed out 150 thousand barrage, and there were all kinds of comments about excitement, playing with stalks and buying.
Under the huge "Goose" subsidy, "Surprise Beyond Goose" has achieved many bright results.Apple’s iPad, Lenovo’s notebook, Huawei’s mobile phone and other heavy and good things are all online, and Hard Candy Jun grabbed a loneliness. Fortunately, there are thousands of 1 yuan seconds kill eggs, which makes us feel the joy of being a leader.
Even for ordinary goods, Tencent video also "pays for itself" to provide benefits to consumers on the basis of low brand prices. It’s a goose. It’s a little late, but there’s nothing to do. Hard candy jun carefully compared several products, and the price was even lower than the live broadcast room of "predecessors".
Take Otellini Toner Spray as an example. 230 yuan/two bottles in the top-stream anchor live broadcast room are almost half cheaper than the market price, and Hard Candy Jun thinks it is already a good deal. As a result, the goose came with a discount of 138 yuan/two bottles, which instantly filled the user’s surprise value.
It is worth mentioning that Surprise Beyond the Goose also provides consumers with communication space outside the live broadcast room. Users can plant grass in each other’s welfare groups, hoard more essential goods in time, and share the strategy of spike and lottery. Even after the live broadcast with goods is over, users can continue to release their enthusiasm and express their demands through various channels such as on-site playback, official blog and community.
In addition, the after-sales service of # Goose Want to Sun # series also plays an important role in endurance and undertaking new powder. Under this topic, thousands of users spontaneously share high-quality shopping experiences and get lucky prizes such as Aidou signature and Tencent video monthly card. At this moment, they are no longer simple consumers, but instead become communicators, subtly affecting the consumption decisions of passers-by.
The deep interaction between the platform and users promotes the program to change and innovate until it becomes a more mature and better content brand.
The Value of Live Variety Show with Goods
Since the development of live broadcast, there have been many reflective voices in the industry. The most common view is that once this form loses its core competitiveness of "the lowest in the whole network", it will be difficult to attract and retain consumers.
As a matter of fact, the birth and development of any new thing often have to go through curious examination-rushing-charm disappointment-rational return-re-exploration, and finally change from fashion to daily life. After the concentrated outbreak of live delivery, it soon faced the doomed end of traffic consumption, and now it has reached a critical moment of revaluation.
Who came and who left; Who is red, who is cold. Behind the lively or cold data, where is the direction of the second half of the live broadcast?
The key for an industry to flourish is to cultivate a stable and sustainable consumption ecology. Put it in the live broadcast, only by promoting the adaptive change of the sales model and constantly digging deep into the extensibility of the content level can this online sale be separated from the price war and the speech war and upgraded into a commercial war that truly occupies the user’s mental model.
Looking around the live broadcast rooms of major platforms, it is not difficult to find that the anchors are making efforts in the direction of theme and subdivision of content, competing to create festivals, push columns and main series.
Thanks to the traffic tilt of the platform, the head anchor has a natural advantage in doing these actions, and some top-stream live broadcasts already have a group of loyal fans. However, it should not be overlooked that content production and innovation are both delicate and complicated tasks, which require people who are more knowledgeable to do well.
It is difficult to play a long-term attraction by simply making festivals and inviting star platforms. Users have now experienced aesthetic fatigue, and many stars’ live broadcasts are the first high, followed by a long downward curve.
At this time, the video website entered the market and the e-commerce variety show was born, which undoubtedly provided a new development idea for live broadcast.Once this road passes, the content carrying goods will inevitably push the whole industry to go faster and further.
In the first issue of Surprise Beyond the Goose, what impressed Hard Candy King most was that Liu Qian performed "boiling water through a straw" for Rachel Momo and Yoko Spicy, and the anti-physical operation caused the audience to exclaim "How did you do it?" "Amazing, Liu Qian is definitely a fox spirit." The interactive atmosphere in the live broadcast room became stronger and stronger.
The surprise has just begun. Then, Liu Qian revealed his skills on the spot and took out the artifact from his waist-three seconds out of the kettle. The magic performance that shocked the audience was actually a black technology "practice" under poor vision, and the audience once again had a pupil earthquake.
Obviously, compared with the verbal promotion of "buy it, buy it, buy it" and "old tie, give our family noodles", "Surprise Beyond the Goose" is more ingenious and exquisite by relying on the scene of magic performance, which can help the brand to leave a deeper memory for users. Different from the traditional live broadcast of a sales competition, this variety show has achieved the marketing communication of "integration of quality and efficiency".
If we always broadcast live with the idea of doing variety shows, it means that the content of the rivers and lakes with goods still has a high enough ceiling to be touched. Even out of the live broadcast room, brand owners and advertisers can still penetrate into consumer groups in the long tail effect.
Different from e-commerce and live broadcast platforms, video websites have rich experience and resources in program production, which is the best choice to complete the variety of live broadcast with goods. Tencent video has produced many explosive variety shows, and Hard Sugar Jun just thinks about some variety shows and grafting with live broadcast, all of which are very emotional.
When the live broadcast has evolved into independent entertainment content, the platform can even build multiple expressions with the help of programs to complete the continuous output of consumer symbols, so that users can develop fixed habits in long-term immersion. At this time, the purchase logic will also become "I want to buy something, I will go to see the show."
Surprise beyond the Goose is not only a new variety, but also an innovative exploration of "e-commerce+entertainment". After all, it is a new field, and Tencent Video still needs to seek a breakthrough in content upgrade to release more commercial vitality. For the Jianghu with goods, this kind of attempt also has many brand-new inspirations.
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