Interpret the growth secret of Zanthoxylum bungeanum live broadcast, which has won 30 million users in less than half a year Love Operation

abstract : Zanthoxylum bungeanum live broadcast What kind of problems does founder Tian Yan live broadcast of Chinese prickly ash solve? There are so many live apps that people can't tell clearly. For example, 17, which was taken off Apple's shelves before, has also been classified as "live" apps. For example, Douyu TV, which focuses on live games, also belongs to "live" apps. For this

Tian Yan, founder of Zanthoxylum bungeanum live broadcast

What kind of problems does pepper live broadcast solve?

There are so many live apps that people can't tell clearly. For example, 17, which was taken off Apple's shelves before, has also been classified as "live" apps. For example, Douyu TV, which focuses on live games, also belongs to "live" apps.

Tian Yan said, "I think 'live broadcast' should be a kind of information dissemination about what happens around us operate Up to now, we feel more and more clearly that its' We Media 'attribute is becoming stronger and stronger. "

Interpret the secret of the growth of Zanthoxylum bungeanum live broadcast, which won 30 million users in less than half a year

Tip: Zanthoxylum bungeanum live broadcast will undergo a major update in the near future, and the interface will undergo a major adjustment

For media such as live video, Tian Yan thinks that it has three advantages over traditional media: first, it is fast, people can start live video reporting when they turn on their mobile phones on the spot; Second, the first hand information transmission, without information processing, makes people feel more authentic; Third, live broadcasting is very flexible, and there are many possibilities in the future.

I asked Tian Yan, does this show that Zanthoxylum bungeanum live broadcast is a new form of TV station? In the past, the programs of TV stations were hosted by professional TV stations, while what Zanthoxylum live broadcast did was to let everyone with a smartphone become the host of a program.

Tian Yan said, "If professional journalists and TV program producers join in in the future, their accounts may become relatively professional PGC accounts, but it does not rule out that many people in the society who are interested in video shooting live broadcast become good live broadcast users."

How was a live broadcast born?

On October 10, the explosion in Wuhu killed 17 people. In this event, the live broadcast of Zanthoxylum bungeanum was the first broadcast on the national network, which improved the daily active users and created a public praise.

"The opportunity was very opportune at that time." Tian Yan said, "There happened to be a friend of a user on the scene, but he didn't know how to operate the live broadcast, so in fact, our user took another live broadcast of someone else's mobile phone. But he soon, basically before the second explosion, he had uploaded (the video)."

Later, Zanthoxylum live broadcast quickly contacted the user, asked him to go to the scene of the bombing, broadcast the live broadcast, and recommended on the home page of the app.

At present, 20000 live videos are uploaded on the Zanthoxylum bungeanum live broadcast platform every day, of which the UGC content accounts for 90% of the total content, and the UGC content on the leaderboard also accounts for 80%. "During this period of operation, more and more people with We Media attributes began to emerge in the community, and they also began to show signs of becoming opinion leaders in the community."

How can Zanthoxylum bungeanum live broadcast quickly accumulate users?

Apart from accepting 360's investment and Zhou Hongyi's promotion through his own social channels, the difference between Pepper Live and mini show, 17 and other apps is that it does not use so many A-list resources.

So, apart from the regular star attraction, what does Pepper Live rely on to rapidly accumulate seed users?

From the beginning, Zanthoxylum bungeanum live broadcast paid attention to introducing high-quality content operators. Tian Yan said, "These people usually have worked in traditional media, had news interviews, and had experience in operating resources in the in-depth field of an industry. In specific numbers, they have accumulated at least 200 in-depth contacts in a certain field, including journalists, we media, etc."

At present, the number of content operators of Zanthoxylum bungeanum live broadcast is 8 to 10. Since everyone has accumulated in a certain field for a period of time, they provide important seed user resources for Zanthoxylum bungeanum live broadcast, which is still in its early development stage.

Now there are 600 to 700 seed users of Zanthoxylum bungeanum live broadcast, covering different content themes and types. They provide the community with preliminary high-quality content, solve the problem of shortage of Zanthoxylum bungeanum live broadcast content, and also play a very important role for ordinary users.

The key is that the direct seeding of Zanthoxylum bungeanum started its official operation in July, and the number of seed users accumulated in less than three months, which is very fast. Tian Yan began to hesitate when it came to specific operation methods.

Content operations are in full swing, and user operations focus on retention

Tian Yan agrees that Zanthoxylum bungeanum live broadcast is a content driven community.

Therefore, how to find the content that users like and let users produce popular content has become the focus of the operation of Zanthoxylum bungeanum live broadcast.

Tian Yan has 12 years of operation experience. She said, "According to my work habits, I will quickly cover all the content, and then see the user's choice. Every once in a while, I will make adjustments to see the effect, and then adjust."

Tian Yan said that a girl in the United States drove up to the mountain at 4 o'clock this morning and filmed the beautiful scenery with pepper live broadcast, which was very popular in the community. Soon, some colleagues brought the video to discussion in the working group. This is an example of the quick response of Zanthoxylum bungeanum live broadcast in content operation.

In addition, in terms of content operation, Zanthoxylum bungeanum live broadcast also guides users. Now, among 20000 effective live videos (live broadcast with a duration of more than one minute is considered effective live broadcast), the team will select the first 4 or 5 to put on the home page. This screening itself is a guide, telling users what content can and cannot be uploaded. The app of Zanthoxylum bungeanum live broadcast also has ranking, discovery and other mechanisms, which will show more content and also bring a strong demonstration effect.

In terms of product operation, Zanthoxylum bungeanum live broadcast attaches great importance to "retention rate". Tian Yan said, "We calculate the retention rate of users every day, compared with the previous day, the past week, and the past month."

Another thing that affects the operation and promotion of Zanthoxylum bungeanum live broadcast is the formation of user habits. After all, "live broadcast" is still new to the general public, which requires a certain degree of adaptation. But Tian Yan is optimistic about this.

Live broadcast has more possibilities

Live broadcast is another way of media communication and experience transmission. In the past, many programs were produced and condensed, which will remind you of many key points, but there are still insufficient details, which makes people feel confused - the so-called "seeing is better than hearing". Live broadcasting is to break down the problem of second hand in knowledge transmission, so that experience can be delivered directly.

For example, many people want to know how to live abroad. They may not know too much after reading many travel books. If a person living abroad broadcasts his own life, then the details of his life can be shown. Of course, not all content is suitable for live broadcast, which still needs further exploration.

However, Tian Yan also mentioned that the popular live video has two characteristics, one is that the broadcaster's appearance is high enough, and the other is that the broadcaster is good at interacting with the audience—— So what I think is that when more and more products emphasize communication, it is obvious that extroverts who are good at communicating content will be more comfortable. Is this Internet world that emphasizes more and more self exposure increasingly restricting the expression of introverts?