This article comes from the WeChat public account "Blue Whale TMT" (ID:), author: Yin Jing, 36 Krypton is published with authorization.
In the game live streaming industry, which has long become a red ocean, it is difficult for top anchors to live up to their expectations, and those more common middle and tail anchors are also seeking ways to survive under heavy pressure. Zhou Zhou (pseudonym) is a game anchor on a game live broadcast platform. He has been in this profession for nearly 4 years and has nearly 100,000 fans. Talking about the future, Zhou Zhou said he wanted to transform into an anchor that attracts anti-fans, "If hundreds of people come to scold me every day for the sake of popularity in the live broadcast room, that's fine."
Since July, many leading game anchors have announced their suspension, including well-known anchors such as PDD and Xuxu Baby.
If the rapid development of the "stay-at-home economy" in 2020 has made game live broadcasts fruitful, then game live broadcasts in 2021 will inevitably look a bit bleak due to declining income and fierce competition.
In the game live streaming industry, which has long become a red ocean, it is difficult for top anchors to live up to their expectations, and those more common middle and tail anchors are also seeking ways to survive under heavy pressure.
Zhou Zhou (pseudonym) is a game anchor on a game live broadcast platform. He has been in this profession for nearly 4 years and has nearly 100,000 fans. Talking about the future, Zhou Zhou said he wanted to transform into an anchor that attracts anti-fans, "If hundreds of people come to scold me every day for the sake of popularity in the live broadcast room, that's fine."
Game live broadcasts also often set scripts to create "content" to attract users.
"If a person starts from scratch in an industry, he or she will generally accumulate something in three years. However, I have been in the live broadcast industry for four years and I am still in the middle and low-end." Zhou Zhou told reporters.
As for the so-called division of grades, the first thing to look at is the accumulation of fans, and the second thing is to look at the popularity of the live broadcast room.
"Especially the second point is particularly important in the live broadcast industry, which is the activity of real people in the live broadcast room and the number of comments posted by users." Zhou Zhou said, "But this popularity is a metaphysics. Even if the number of fans is very large, the number of people in the live broadcast room The popularity is not necessarily high. There is such uncertainty in the live broadcast industry. Even if the anchor spends a lot of time live broadcast, the activity in the live broadcast room may not rise steadily, or even decline."
During the interview, Zhou Zhou kept mentioning the popularity of the live broadcast. He believed that the key to the anchor's success was to be popular. As for how to maintain popularity, in his mind, the most important thing is to create content.
"For the sake of content, deliberately create scripts, follow the script, and at the same time promote attractive content. This behavior is now very common in the live broadcast industry." Zhou Zhou said, "As a game anchor, I will also do it Scripts, because the competition pressure is too great now. Audiences are becoming more and more picky, and we anchors, in order to cater to the tastes of the audience, will choose to create events, create heat, and even change the style, racking our brains to create enough variety of content. "
In his opinion, public tastes generally fall in a few directions.
"For example, the kind that is more funny and joyful. We often think of ourselves as clowns, and the purpose is to bring happiness to the audience in the live broadcast room, so that they can reduce stress watching the live broadcast like watching a variety show." Zhou Zhou said, "Second The two are the word "sex". These days, most of the things that can make viewers pay and interest the audience are inseparable from the word "sex". It's basically a side ball in disguise, and find different girls to broadcast. If there are people in the live broadcast room every day Different young ladies may always be popular, although they may not be too high.”
Zhou Zhou has cooperated with some before, but he himself is still relatively resistant to this kind of behavior.
"Two years ago, the audience on many live broadcast platforms was not as rational as it is now, but it is different these two years, because there is no freshness, and the audience has seen all the routines."
In a traditional sense, many people watch game live broadcasts to learn game skills. But except for those who are truly top-notch in gaming technology, generally speaking, the quality of the anchor's skills is secondary. The focus is still on the quality of the live content, which directly determines the status (popularity) of the live broadcast room.
"To be honest, when I was a host in the past few years, I made a lot of detours. I used to be too focused on the game itself and ignored the live broadcast. As a result, the interactivity was not strong and I just relied solely on the game content to maintain it. This, the time to attract fans’ attention is too short.”
"I've seen too many old fans who stopped watching for no reason. Maybe it's because of life, such as being too busy at work, or maybe it's because of the game. They don't play the game that much, and they don't watch the live broadcast much. .”
"That is to say, if your game content is just pure game teaching, the popularity of the live broadcast may not last long." Zhou Zhou said frankly.
In short, due to the uncertainty of the audience, anchors are often trapped in traffic.
It’s hard to build a sense of security, meeting fans is like meeting customers
Zhou Zhou once had a stable job in his hometown, but later chose to leave his job to become a full-time game anchor.
Talking about the reason, he said that in addition to wanting to have higher income, he also believed that there was a future in doing live broadcasting well.
But the live broadcast industry is changing too fast.
"In this industry, no matter how popular you are, how good your ideas are, or how high the income you generate, it may only be temporary, which makes anchors very insecure."
He spends 6 to 8 hours live broadcasting every day, and it is difficult to allocate time and energy to live a serious life. "If I had still gone to work down-to-earth, even if my income was not particularly high, at least I would have had a sense of security."
In fact, although there are a lot of talents in the live broadcast industry, there are very few who can really be the top ones. Those top anchors will have more choices after accumulating a certain amount of wealth, but most other anchors can only maintain basic life.
"For example, I signed a contract with the platform. The contract stipulates that I can live broadcast for 2 to 4 hours every day. But I can't only broadcast for the specified time, because every additional minute of broadcasting may bring one more person into the live broadcast room. This is really Need to work harder.”
After nearly 4 years of live broadcasting, Zhou Zhou has nearly 100,000 fans. To him, these 100,000 people are friends and even more customers.
"I would interpret opening a live broadcast as opening a store. Every fan who comes to see me is a customer who comes to my store. Then I will first see whether he has spending power and what kind of spending power he has, and then I will see what he sees. The purpose of live broadcast and the reason for staying in the live broadcast room.”
As for how to view the relationship with fans, my personal understanding is to treat every fan as a friend. Maintain relationships with fans for the purpose of making friends.
"The relationship itself is like the relationship between merchants and customers. I interact and chat with them on a daily basis. Not only in the live broadcast room, but also in WeChat groups. When encountering some major events, I also chat with fans more, just like doing sales. I often call and chat with customers when I have nothing to do. Whether they are long-term consumers or potential customers who have never purchased before.”
"Once you become a loyal fan, you may get to know and become familiar with you through game live broadcasts. He may like you as a person or like your live broadcast style. In short, part of your content will be of interest to him." Zhou Zhou said.
As soon as the broadcast started, 500 users came to curse people, and they wanted to transform and attract black fans.
"If I said that I was considering a transformation and live broadcasting to attract black fans, what would you think?" Zhou Zhou asked.
"Hate fans are a double-edged sword. If someone comes to scold you, it means that you will still have attention in the field of live broadcasting. When no one in your live broadcast room will scold you or accuse you, the live broadcast room will be gone. The cold is not far away.”
Zhou Zhou said that in the field of live broadcasts, there are many people who are scolded. "Every day when the broadcast starts, there will be at least 500 people who come to scold you. There are also many other people who come to watch the live broadcast, not to play games or other things. He just comes over to watch the barrage and see how others scold you."
"Of course there will be people who come to see the technology, but it is undeniable that many people come to see the effects and barrage, and there are also people who come to scold you to vent your anger. It's amazing." Zhou Zhou sighed.
The platform Zhou Zhou is on is a barrage-style interactive platform, which pays special attention to the number of barrage. It can be said that the number of barrage can directly determine the income of the anchor.
"If hundreds of people come to scold me every day for the sake of popularity in the live broadcast room, I am also willing, and it will not affect my mentality. And I also have a feeling similar to 'borrowing arrows from a straw boat'."
"For example, if someone comes and posts a barrage to scold me, I will use this barrage to interact with him, thereby enriching the content of the live broadcast. But if it is just him scolding you and you scolding him, then it is meaningless and ineffective. The content is also very monotonous," Zhou Zhou explained.
The essence of social interaction is that people's needs are met, whether they are good or bad.
"As for how to convert content, it all depends on personal skills, and this skill has nothing to do with the game itself. So this goes back to the quality and ability of a game anchor. That is to say, a good game anchor now must not only You must have certain game skills and a good mentality, and you must always be able to stay in the atmosphere of the live broadcast room. No matter what kind of environment or barrage you face, you must be able to deal with it calmly, and then produce attractive content.”
When it comes to the potential for growth of anchors, it ultimately comes down to traffic and the ability to convert it into revenue.
"This era is an era that can reflect the individual. If you want to accumulate popularity and increase the upper limit of your income, then you have to spend time creating content, cultivating your personal style, training your speaking skills, and accumulating materials. The game itself is just a medium. How to pass it? The content produced by the game and the highlighting of personal value are something that need special consideration at present," Zhou Zhou said.
According to him, in the past few years, there would be a situation where two people cooperated in a game live broadcast room, mainly one person played the game and the other commented. Since there is no need to show your face, the external performance of this live broadcast room is that the game is played very well, and the commentary is very interesting and always has content.
The reason why he came to be a game anchor instead of directly doing live broadcasts of other content types is because he needs the traffic of "Honor of Kings". Through the widespread attention of "Honor of Kings", he can directly obtain enough in this category. traffic, so it can go further. With this foundation, it is possible to think about some personal ideas.
"I think for game anchors, games are an important carrier, but not everything. It's like going out to meet a client. You have to be able to drink with him, so that you can sign the contract." Zhou Zhou sighed.