Not only the number of participants is as high as one million, the special prize is also on the road to one million, Huajiao live broadcast in January 6, after breaking the record of 1.02 million, the night of January 7 and February 7 will be opened again, and Volcano, Yingke and other previously opened a million special.

A quick look at the storm reveals that the logic behind it is not so complicated.

The first logic: burn money war, and burn higher and higher, single game up to 1.02 million

So how high is it now? It is understood that in January 6, that is, the day before yesterday, the first three live huajiao “million winner” average 100,000 bonus, but in 23:25 points of the activity, Huajiao directly pushed the bonus to 1.02 million yuan. It is worth noting that huoshan and Inke’s previous bonuses reached 1 million yuan and 1.01 million yuan respectively. Based on this figure, 1.02 million yuan is the highest amount of prize for a single game.

Why pepper dare to break a single game bonus record, may be due to the volcano, yingker has thrown down the lead, only a mountain is higher than a mountain to town opponents, and pepper and do not want to lose momentum.

It seems that the situation of the killing of The Three Kingdoms seems to be gradually clear. So tonight the millions of special sichuan pepper may ignite the flames of war again, volcano and yingke and how to deal with, it is worth looking forward to.

Why do live streaming apps spend money on online Q&A? First, spending money is the fastest way to acquire users, which can not only increase exposure rate, but also drive the overall activity of live streaming platforms. Second, to burn money can snipe competitors, but also to secure their market position, pepper dare to take out a single maximum bonus of 1.02 million is also this truth.

The second logic: polarization and win-win

Online answer only rises a few days, begin to appear answer pattern differentiation phenomenon. Let’s start with a set of statistics. In the one million questions activity yesterday, only 23 people on watermelon answered all the questions correctly, and each person received a prize of more than 40,000 yuan. The bonus of each guest is more than 100 yuan, and the average bonus of Huajiao is 65 yuan per person.

It can be seen that the polarization of online answers is very serious, which is mainly related to the difficulty of the questions. At the top of the list are “super-smart crowd screening”, such as watermelon, which is surprisingly difficult, while at the top are “all-inclusive answers”, such as Ingke and Sichuan peppercorns, which are also relatively easy. From the participants’ point of view, in this zero-sum game, the affirmative answer campaign may be better for the vast majority of participants, who get real money after all.

The third logic: entertainment effect, the appreciation gradually improved

Simple knowledge question and answer is not the gene of live broadcasting platforms. Therefore, with the help of the characteristics of live broadcasting, some live broadcasting platforms also begin to invite many stars to assist them, which highlights the entertainment effect and gradually improves the viewability.

For example, Huajiao’s “One million winners” and Jiangsu SATELLITE TV “one station to the end” for cooperation, answer winners have the opportunity to participate in “one station to the end” program. Watermelon video’s “Million Heroes” campaign also invited many famous talk show hosts to host the event. Inke’s “Cheese Man” also invited some of the star hosts from Hunan TV and the fun Show to stir up the heat of the event.

Star effect has the same guiding logic as livestream platforms. Apart from the bonus factor, this is why Huajiao and Yingke can attract so many participants.

Under these three logic, the burning of money is the main reason why the online answer boom is taking place, but the continuous spending of millions and bonuses raises the question: how long will the online answer boom last?

Experience and profit is unknown, tuyere sustainability to prove

The logic of the Formation of the Internet has always been inseparable from the entry of a large number of capital, sharing economy is a typical example. Judging from the growth of online questions, it is only the beginning, but how strong the wind blows, whether it will stop, may depend on three aspects.

First of all, online answers bring experience to participants. In these online quiz activities, the main user experience is still the distribution of prize money. Even though everyone is salivating over the 40,000 yuan per capita prize, users are always rational, and after one answer, watermelon may be dubbed as “regional model”. On the contrary, huajiao and Yingke online answering activities can meet more participants, so that they can gain something in each answering activity.

Therefore, although the user experience is mainly determined by the level of prize money, online answering is beginning to diversify, bringing different experiences to participants with different goals. Under this premise, the effect of online answering is likely to last for some time.

Second, the frequency of the burn. It is well known that the ever-increasing amount of money spent has heated up the air outlet to a high temperature. What’s more, there are dozens of online quiz sessions a day, an alarming rate that puts participants in a decision-making dilemma.

But the problem is that there is an end to the cash burn, and when there is no obvious economic benefit to this kind of traffic drive, online answering may slow down, such as a drop in prize money, a decline in the number of people to answer the questions and so on. By then, it may be even harder to keep users hooked.

Finally, there is the possibility of profit from the online answering model. Livestreaming online answers have huge traffic participation, the most direct way to realize is advertising. There are two ways to realize the advertisement, one is inserted in the live broadcast page, the other is implanted in the question and answer.

The correlation between online answering and monetization can be traced back to monetizing apps, such as paying for answering questions after watching an advertiser’s video. In other words, online quizzes are profitable.

However, profitability is not the same as profitability and can only be measured after removing costs. One interesting phenomenon is that it is rare for live broadcast platforms to make money. Do the live broadcast content presented in the form of online answers have some other monetization genes? First, it depends on the development trend of the online answering model. If the online answering model can be embedded in the future, the profit will be visible. Second, it depends on the attitude of the major livestreaming platforms towards online answering questions, whether they aim at cost or profit.

To sum up, there are uncertainties about the effect of online answering, but judging from the current determination of various platforms to spend money, online answering will undoubtedly continue to be popular for some time. Who will break the maximum 1.02 million yuan bonus of Pepper in a single game? Will watermelon’s per capita bonus set a new record? How long will online answers be popular? 2018 has just begun, and there may be more to come.

Liu Kuang, meditation on the Internet, wechat official account: Liukuang110