Looking back in recent years, the trend of polarization in the live broadcasting industry is becoming more and more obvious. On the one hand, the major listed live broadcast platforms are constantly seeking changes in the fields of content, gameplay, offline and overseas markets. Live streaming is a volatile industry, but revenue figures are growing.
It is understood that the revenue target of Kuaishou in 2019 is 30 billion yuan, among which live broadcasting and advertising are the main revenue sources, which is enough to see how strong the commercialization ability of live broadcasting is. On the other hand, Toutiao is also trying to catch up with this wave, and the ability to carry goods live is also a way of assault. At least in the next five years, Internet live broadcasting will remain an undoubted trend. The deep integration of the live broadcast industry and traditional industries will affect the development of the new generation of Internet industry. After all, according to the survey, the audience of live broadcast is mainly concentrated in the “outside the Fifth Ring Road”, and the population within the Fifth Ring Road has not been effectively popularized. However, for the healthy development of the live broadcast industry, its model must be upgraded, that is, “de-web celebrity”. Where to find opportunities in the second half of winter? How to accurately grasp the user psychology, to meet their needs?
As we all know, the needs of users themselves determine the development trend of the industry. The kinetic energy of live streaming lies in social communication, and the important driving force of social communication is the sharing function of APP. Social media is mainly live streaming and short video. Social media without video and live streaming is just like a picture in a mirage. Based on the four characteristics of low cost, fast growth, high retention rate, accessibility and acceptance, social platform sharing channels have obvious advantages.
The deep integration of live broadcasting and social networking is difficult, and the main problem is that the spheres of influence in the vertical fields of major platforms have long been defined. We must make it clear that the successful models in the future must be mutual integration rather than mutual exclusion, and mutual leverage rather than independent development. Therefore, sharing needs to be as simple as possible, allowing users to share content in as few steps as possible.
For example, now some APP power process is very simple, has downloaded the APP user only need two steps, and did not download the APP user is nothing more than three steps to complete the power. By simplifying the endless jumps and complicated paths, the “happiness” that benefits bring to users is higher and more obvious. However, a considerable number of APPs are still using traditional ways of sharing, unable to obtain promotion data, unable to evaluate the promotion effect of various channels, and unable to carry out refined operation through data.
This requires APP to pay attention to the following points when designing the sharing function
Exclusive short chain: the use of exclusive short chain sharing in the APP allows users to skip the home page and other irrelevant pages and directly enter the designated page, greatly optimizing the user experience;
Invitation without code: Many APPs use the invitation code or mobile phone number, which is too long and complicated. If you enter something wrong, you will have to start over again, which will inevitably lead to loss of traffic. If the use of the code can be invited to achieve the user more convenient and quick page jump;
Stats: If you’re going to make invitations a long-term mechanism, you need to do a lot of testing and planning, and consider the trade-off between effectiveness and cost. We should also pay attention to the feedback cycle. The effect feedback of the invitation mechanism can start from the form of validity period and use period, etc. Short feedback period is conducive to timely adjustment of strategies and improvement schemes of products.
At present, Mobtech’s SharesDK has built a closed-loop function of “Share Out + Bring Back” for sharing on the basis of core functions such as “Social Sharing” and “Third Party Login”. It can help APP realize the function of directly restoring the corresponding shared page from the webpage shared by the user by one-click awakening APP. It not only optimizes the user experience and improves the efficiency of attracting new users, but also makes accurate statistics and effective sharing, sharing data such as backflow and user clicks, which helps refine the operation and forms a virtuous circle of closed-loop sharing.
With the arrival of the 5G era, wearable devices, Internet of Things, artificial intelligence and virtual reality technologies are about to comprehensively change the current situation of live head streaming. In the era of network, what can completely eliminate a platform is not only the market, but also the technological revolution. The research and development of live broadcast technology is by no means a deceptive technology like Highness Qiao Biluo’s, but a core technology to truly update and upgrade.
