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营销中国网:女主播自我营销过程实际是营销渗透

2019-08-06 16:47  来源:营销中国网 www.marketcn.cn
 

营销中国网www.marketcn.cn:女主播自我营销过程实际是营销渗透
这一次我们可能要讨论的问题不再是直播如何。网络世界是一场盛大的虚拟狂欢,身处其中,营销和“被”营销,都是一个愿打一个愿挨。

This time the question we may be discussing is no longer how to broadcast live. The network world is a grand virtual carnival, in which marketing and "by" marketing are both willing to fight one by one.

坊间传闻颜值主播相当于十级网骗,斗鱼主播乔碧萝殿下这次直播露脸事件,似乎奉献了一则精彩案例。

It is rumored that Yan Duan's anchorman is equivalent to a ten-level net fraud. His Highness Jobiro, the anchorman of the game, seems to have dedicated a wonderful case to this live appearance.

几天前我们可能讨论的是直播乱象,可怜的是为乔打赏的直男,再深入讨论一下直播模式弊端。而几天后风向急转,乔在直播中承认露脸为营销策划,斗鱼官方发表声明并停封其账号。

A couple of days ago we might have discussed live chaos, poor straight men who reward Joe, and then we'd like to talk about the drawbacks of live mode. A few days later, when the wind turned sharply, Joe admitted to appearing as a marketing planner on live broadcasting. The official statement of the Fighter Fish Company was issued and its account was closed.

这一次我们可能要讨论的问题不再是直播如何。网络世界是一场盛大的虚拟狂欢,身处其中,营销和“被”营销,都是一个愿打一个愿挨。

This time the question we may be discussing is no longer how to broadcast live. The network world is a grand virtual carnival, in which marketing and "by" marketing are both willing to fight one by one.

为什么一个不露脸的主播能获得万元打赏?

Why can a disguised anchor get a reward of 10,000 yuan?

“喜欢主播可以帮主播点亮小心心,喜欢主播的可以点一个关注,喜欢主播的可以帮主播上一下分。”这几句主播常说的话,就简单的说明了直播的盈利模式:靠粉丝喜欢,靠粉丝打赏。

"Like the anchor can help the anchor light carefully, like the anchor can point a concern, like the anchor can help the anchor score." These words often said by anchors simply illustrate the profit model of live broadcasting: relying on fans like it, relying on fans to appreciate it.

1、直播模式简单,供需双方的疯狂容易产生乱象。

1. The mode of live broadcasting is simple, and the madness of both the supplier and the demander is prone to chaos.

那么直播就是在线唱歌、跳舞、打游戏、聊聊天,但又不只是这样,因为还有许多技能不够满点的主播,也要在这里讨生活。

So live broadcasting is online singing, dancing, playing games, chatting, but not only that, because there are many less skilled anchors, but also here to live.

要粉丝掏出口袋里的钱,不容易。所以有的主播绞尽脑汁,选择剑走偏锋,穿着性感、言语挑衅,这似乎是一种不能明说,但是行之有效的方式。

It's not easy for fans to pull out the money in their pockets. So some anchors rack their brains, choose the sword to go off the front, wear sexy, provocative words, which seems to be an inexplicable, but effective way.

如果乔账号的情况属实,那只能说明这种简单模式,也许的确是戳中了一些人性的弱点,某种程度让供需双方都处在一个相对繁荣的状态。

If the Qiao account is true, it can only show that this simple model, perhaps it is a poke in some human weaknesses, to some extent, both supply and demand are in a relatively prosperous state.

但是据知识流和多位无名主播交流了解,直播间尽管有一定流量,但是普通人直播要留住用户也并不是那么容易的事 。这次的直播露脸事件,深究起来也有蹊跷。

But according to the knowledge flow and the communication of many anonymous anchors, although there is a certain amount of traffic in the live broadcasting studio, it is not easy for ordinary people to retain users for live broadcasting. There are also some faults in this live appearance event.

2、深究事件不露脸真能留住用户?其中也有蹊跷。

2. Deeply investigating events without appearing can really retain users? There are also some faults.

目前直播主播被刷到上万礼物的普遍几点共性,第一,连续直播超过一个月时间,第二,必须露脸才能培养粉丝粘性,第三人设清晰。

At present, live broadcasters are brushed to tens of thousands of gifts in common. First, live broadcasting lasts more than a month. Second, it is necessary to show up in order to cultivate the stickiness of fans, and the third person is clear.

各大平台头部主播的确能做到千万年薪,不少腰部主播也能轻松月入万元,基本上符合这个共性。而平台方例如映客、虎牙、斗鱼给出的财务数据中,大部分的成本花费,其实都用在了争夺这些头部主播身上。因为某种程度来说,头部主播的打赏抽成就是平台的主要收入来源,普通主播的生存状况并不是特别乐观。

Head anchors of major platforms can indeed earn tens of millions of dollars a year, and many waist anchors can easily earn tens of thousands of dollars a month, basically in line with this common feature. And most of the cost of financial data given by platforms, such as audiences, tiger teeth and fighting fish, is actually used to compete for these head anchors. Because to some extent, the main source of revenue for the platform is the reward and raffle achievement of the head anchor, and the living condition of the ordinary anchor is not particularly optimistic.

而乔碧萝殿下的突然热度,又突然封号,很多东西无从考证,那么这究竟只是翻车了,还是个人营销,或者是平台营销也都没法得出定论。

And the sudden heat of His Highness Jobiro, and suddenly the title, a lot of things can not be verified, then whether this is just a rollover, or personal marketing, or platform marketing can not be concluded.

3、无论是否为营销,直播是此次营销爆点的关键。

3. Whether it is marketing or not, live broadcasting is the key to this marketing explosion.

网络上这样的罗生门也不在少数,最后谁也说不清个所以然。但是我们可以看到,这次事件能引热度,它依附的仍然是直播这个点。

There are not a few such Rashomon on the Internet, and in the end, no one can tell why. But as we can see, this incident can generate heat, and it still depends on the point of live broadcasting.

传播者应该是目睹了直播的过程,而接受讯息的受众,也因为影像呈现,被事件的冲突吸引,不会主动怀疑这件事的真实性。

The communicator should have witnessed the process of live broadcasting, and the audience receiving the message, because of the image presentation, is attracted by the conflict of events, will not actively doubt the authenticity of this matter.

假设这次事件确实是营销,那它的渗透力是非常强的。事件中连线的两个主播以及平台方都得到了相对持续性的热度。

Assuming that this event is indeed marketing, its penetration is very strong. In the event, the two hosts connected to the network as well as the platforms received relatively sustained heat.



本文标题:营销中国网:女主播自我营销过程实际是营销渗透
本文链接:https://www.marketcn.cn/a/yxzx/20190806/c22134-3023792.html

(责编:贺迎春)

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