The head anchor Douyin “comes back”, who is behind it?
The self-broadcasted live screen recording of these video clips can generate considerable revenue. According to industry insiders, a head anchor can easily earn tens of millions of yuan per month without increasing the number of live broadcasts. This makes live slicing a lucrative fat in the eyes of some people.
In the past, anchors would put a lot of warm-up videos during the live broadcast to attract traffic to the live broadcast room, but they mainly concentrated on their own official channels. However, the above-mentioned wild goods-carrying accounts are not the direct descendants of the anchors, so why can they use the anchors to sell goods? The tuyere is fleeting, is live slicing still a good business of “laying and earning”?
1. There are anchors lying down and earning millions
“I was harvested by the live broadcast. I don’t like watching the live broadcast, but the live broadcast is very funny, so I paid attention to it without hesitation.” said Qian Qian, who works in a leading MCN company.
Usually, a live broadcast lasts three or four hours. For many users, staying in the live broadcast room for a long time is more like a torment in order to buy products at a favorable price.Live Slicing cuts the highlight moments of the live broadcast room into short videos separately. The humorous clips make it easy for people to catch up, which solves the user’s short and smooth shopping needs and produces unexpected chemical reactions.
Previously, a Douyin account released a short video of Li Jiaqi selling Zhang Xiaoquan kitchen knives live. In the video, Li Jiaqi and the assistant explained the material and workmanship of the kitchen knife, and demonstrated cutting sausages and bacon on the spot. Explosive. Until July, after Zhang Xiaoquan’s kitchen knife was on the hot search for breaking garlic, the video became popular, and users left a message in the comment area saying: Can you shoot garlic? I just love hard garlic, especially the ones that can be smashed by a knife…
As of August 30, 3,092 pieces of this 69-yuan kitchen knife have been sold.
“Leopard Change” asked Qianxun and Mei One to inquire whether Weiya and Li Jiaqi’s live-streaming slices have been authorized, but no reply has been received as of press time.
Generally speaking, a third-party account that has been formally authorized will have the IP characteristics of the anchor, such as “Crazy Little Yangdi (Three Sheep Canteen)”, “Hao Shaowen’s Selected Small Supermarket”, etc., and will be clearly marked “Official Authorization” in the introduction. ”, and only send a live stream slice of the anchor,Unauthorized account names are more arbitrary, usually do not indicate whether they are authorized, and will publish live broadcast slices of multiple head anchors.
Feng Nian, founder of Dianjinshou, said that high-quality live broadcast content is itself high-quality short video content, and many people ignore the value of live video recording in short video delivery.
At present, Douyin’s top anchors, Crazy Yang Ge, Hao Shaowen, etc., have opened live broadcast slice authorization. Searching for “Crazy Little Brother Yang” on Douyin, you can see a large number of matrix accounts of “Crazy Family”, many of which can bring goods. According to the official website of the MCN Three Sheep Network, where Brother Crazy Yang is located, there are more than 3,000 cooperative content distribution teams.
Chen Hao, a live slicing practitioner, said,Compared with making mixed-cut videos yourself, live slicing makes money faster.“I used to be a mixed-cut account, and I moved content from the Internet. I couldn’t bring the goods traffic, and it was difficult to realize it. The Internet celebrity anchors have their own traffic, and fans have shopping attributes. It is equivalent to asking big anchors to advertise, and the effect is much better.” Chen Ho said.
This makes live slicing a win-win business for anchors and practitioners. On the one hand, practitioners use the anchor live video for secondary creation, which is more likely to generate GMV. On the other hand, the anchor is equivalent to owning a group of non-staff propagandists for free. In addition to helping him promote himself, he gets a commission from it, and incidentally solves the problem of frequent infringement.
Lao Hu, founder of Hangzhou Offline Technology, revealed that according to his knowledge, Brother Xiao Yang currently earns more than 16 million commissions per month by authorizing slicing, of which 6 million are distributed to the cooperators of downstream live slicing, and 10 million goes to the third. Sheep Network.
You don’t need to think about copywriting, you don’t need to shoot videos yourself, hold the anchor’s thighs with their own traffic, and you can make money by cutting videos.For practitioners, live slicing makes video production from a creative job to a pipeline operation.“The essence is to win with quantity, and the accumulation of less will make more.” Chen Hao said.
2. The ash production business under the tens of millions of tuyere
The low threshold and quick results have made many gray industry practitioners flood into this track.
The reason why live slicing has attracted attention is that in addition to the driving effect of the head anchor, there are also some informal gray industry practitioners promoting it. Feng Nian said: “Without authorization, editing the videos of celebrities and head anchors without authorization, to solve the problems that concern the first three seconds, is essentially to attract users to stay, and then graft other content and link products. Some celebrities may not even know that they are there. Bring the goods.”
Gray industry practitioners do not have fixed infringing targets, and whoever is popular will often edit their videos.
After the explosion of the Dongfang selection live broadcast room, Douyin and Kuaishou soon appeared many live slicing accounts. Without authorization, they recorded the live broadcasts of star anchors such as Dong Yuhui and made them into short videos. The consequences can be imagined. The Oriental Selection Newspaper infringed, and a group of accounts were restricted from publishing their works for three days due to copyright infringement, or even banned.
From the perspective of time, the life cycle of accounts involved in infringement is generally not long. A large number of videos are released in a short period of time, or they are reported, or the current is limited by the platform, and the effect of bringing goods is not good.
Then why are there still a steady stream of gray producers? Because infringement is a “shortcut” to bring goods. Regular sellers who want to bring short video products need to purchase cameras, lights, sets and other equipment, plan scripts, shoot and edit them into films, but the final effect is not necessarily good.The production of live broadcast slices is “bringing”, which can save a lot of investment in the early stage, as long as there is a platformcell phoneThe film can be cut, the trial and error cost is low, the numbering is faster, and some GMV can be generated in the short term.
On Douyin, a slice account has released more than 310 videos with goods since June 5th. In addition to “consuming” Weiya and Li Jiaqi, it also includes many head anchors such as Lieer Baby and Bee Surprise Club. Douchacha data shows that the account has traded 151 orders within 30 days.
Chen Hao believes that the high incidence of infringement is because some people do not know how to apply for authorization, or do not meet the authorization threshold; on the other hand, they want to avoid the high commission of the anchor.
For example, Hao Shaowen’s authorization conditions include: bringing your own device, Douyin account, mixed editing and matrix of KOL big anchors; satisfying 1,000 fans and opening a shopping cart; continuous video production is required, otherwise the authorization will be cancelled, etc.
In terms of commission distribution, Hao Shaowen’s commission ratio is “five to five”. After the goods are successfully brought in, the MCN and the authorized party will share the income equally. Crazy Little Brother Yang started with “three sevens” and completed the lower GMV. Three sheep network will share 70% of the commission, and if the monthly GMV is more than 100,000, it will be divided into 50%.
Several practitioners said,After there are more players, the platform is worried that too many videos with goods will affect the content ecology and cause a decline in user experience. The current limit has been imposed on such slice numbers, but if the anchor does not report it, it will generally not be taken off the shelf.
The mantis caught cicadas and the oriole followed, and the trainer also focused on the gray producers who were about to make the head anchor’s idea.In Xiaohongshu, Zhihu, and Douyin, many bloggers not only sell paid courses for live broadcast slices, but also claim that they can collect money to help students apply for anchor authorization.
In fact, most anchors do not charge fees for slice authorization, and only charge commissions based on GMV. “MCN is also tightening the authorization threshold. Opportunities are always asked. If you ask, you may be able to get authorization. If you don’t ask, you will definitely not.” Chen Hao said.
He believes that for the anchor, instead of blindly blocking, it is better to authorize the third-party team to mix and cut according to the requirements and develop into his own “friend”.
Third, is it a vent? Or a flash in the pan?
There is no need to appear on the camera, no test products, and no need to shoot materials yourself. The live slicing business seems to have a low threshold and is very profitable, but not everyone can make money.
In mid-April of this year, Dai Qiong started to do live slicing and was busy for more than ten days. One of the accounts only made 2 orders, and the transaction amount was more than 380 yuan. “The order is finally placed, it’s too difficult.” Dai Qiong sighed.
In one month, Dai Qiong edited nearly 70 live video clips of head anchors, and the daily likes were only single digits. After attracting more than 1,900 fans, he encountered a traffic bottleneck. She believes that although the top anchors have a strong appeal, the traffic is not unlimited. There are many similar accounts, and it is inevitable that they will fall into homogeneous competition, and the platform will also limit the traffic.
“There are not many MCNs with open licenses. There are only a few anchors that users like to watch. If there are more people doing it, they will definitely get bored.” Dai Qiong said.
A number of industry insiders told “Leopard Change” that Brother Crazy Yang’s live-streaming slicing is generally recognized as having better results, because Brother Xiao Yang’s exaggerated and funny live-streaming style attracts users to stay, and it is easier to increase fans.However, if you want to bring the goods well, you also need to make an account matrix. The increase in accounts also makes the live broadcast slices more and more volume, and the earning effect gradually decays.
“Live slicing is not an innovative way of playing. Taobao sellers have pushed live slicing in stores before; some Douyin Vs also use their account matrix to launch videos in large quantities to seize the market.” said Lin Hao, head of an MCN agency in Zhejiang.
Lin Hao pointed out that in order to maintain the ecological balance, the platform will not sit idly by the dominance of a certain talent, and may limit the flow. “Fan Deng’s reading account matrix has hundreds of millions of fans on the entire network, and some matrix accounts have three or four million fans, but many video views and online live broadcasts are only a few dozen people, which is obviously limited.”
In addition, getting the anchor authorization does not mean that you can make a lot of money. A Douyin e-commerce practitioner told “Leopard Change” that after the video is cut, it may not be watched by the natural traffic on the platform. If you want to have a good effect, you have to cast a traffic test, select the clip with good conversion effect, and then Only by increasing traffic delivery can there be a high GMV.
“Short video traffic itself is metaphysics. The platform will not allow a person to easily make money for a long time, and the system may limit the flow. For videos with shopping carts, the system will also assess the conversion rate. Once the effect is not good, the account will be very bad. It is difficult to do it again.” The e-commerce practitioner said.
Similar to the winner-take-all rule of top anchors, it is increasingly difficult for ordinary practitioners to make money from live broadcast slices, and the outlet bonus is as short-lived and fleeting as a short video.