Since Wang Sicong's post on Weibo, the live Q&A has been heating up rapidly, spreading like a prairie fire. And he and other bigwigs also called this act "throwing coins". From the initial 10,000 yuan, to 100,000, 1 million and even 4 million yuan, "throwing coins" really spread across the sky. Many users also began to answer the questions, waiting in front of the screen of their mobile phones every hour, which has become a national phenomenon.
Wang Sicong's top conference, Zhou Hongyi's Millions of winners, Zhang Yiming's Millions of heroes, and Feng Yousheng's knowledge Superman become the four pioneers of knowledge question and Answer. Subsequently, after the market heats up, players run into the gate, a live gold ten seconds, YY brain printing machine, NetEase big winner, UC crazy gold and so on. In the first month of 2018, knowledge is money at its best.
More players, but more homogenous
For livestreaming platforms, only more users can form scale effect, which is the direction that both platforms and anchors have been pursuing. The bonus amount is set for the quiz live broadcast. Those who answer all the questions correctly can share the bonus. The threshold of users is low and the participation is very high, so the viewing amount of a live broadcast can easily reach millions. In this way, more registered users can be attracted, and more precipitation users can watch other live broadcasts and become loyal users of the platform.
As a result, many players followed suit. But at the same time, we should also note that the uniformity of topics and forms makes the platforms seriously homogeneous, and each platform has no characteristics. For users who specialize in answering questions, whichever platform offers a higher bonus will go to which platform to answer questions. In order to attract more users, platforms have to increase the amount of bonuses, which leads to vicious competition between platforms. This is similar to the previous Didi Kuaidi money war. The end result is obvious: smaller platforms are bought by larger ones, or simply leave the competition.
As early as TV occupied the entertainment life at the same time, a lot of trivia programs have gained a lot of users favor. The key reason lies in the richness of the program and the rationality of the programming. "Happy Dictionary," "Lucky 52," "SK Top Scoreboard," and "One Stop to the End" all have their own characteristics and attract different audiences, which is a memory of the early 21st century generation. However, due to the limited involvement of television media, many people desire but cannot reach.
Platform realization, high enthusiasm for brand participation
In just a few days, the platform attracted millions of users and was immediately monetised. After Zhishi Superman received a car advertising fee of 100 million yuan in installments, the live question-and-answer platform let the brand see its marketing value. Then advertisers from all the major platforms came in and poured fire on the rapidly growing live Q&A.
According to statistics, the industry of advertisers is mainly Internet brands, which involve more than ten categories such as advertising media, automobile finance, travel, e-commerce, life services and mobile phones. Insiders say that live question-and-answer platform advertising has obvious advantages. First, the degree of interference is small, advertising broadcast and so on when the user is focused on playing, attention is very high, and some questions and answers are even advertising; Second, the audience is concentrated. A live broadcast is usually in a specific period of time, and the audience will continue to pay attention in the live broadcast. At the same time, the number of online people is large and the audience is wide.
At the same time, a person close to a live Q&A said that as advertisers become more enthusiastic about participating, the platform's advertising fees continue to rise. From 200,000 in the beginning, to 1 million in a single event, to 10 million in a week, many brands had to withdraw from the competition. Of course, the live question-and-answer platform has also withdrawn from various forms of sponsorship, including host broadcast, background board, host hand card, press screen advertising and so on. The increase of advertising forms is a big reflection of the improvement of the platform's cash ability.
After the Tuyere, where does the user go?
According to experts, the life span of live-streaming question-and-answer platforms is about 3-6 months, and many platforms will be phased out due to the unsustainable cash-burning model.
For participating users, the reason for their enthusiasm lies in the lure of money. No matter which platform has the highest total amount of money in a certain period of time, the user retention rate is high. What's more, the compatibility of live question-and-answer users is very high, and the crowd of crazy answers will not only form groups, but also log in on multiple devices, "catch up", and even use cheating software. Although the platform takes steps to personalize the topic and prevent the use of one, the effect is not obvious.
When the mad money war is over, most users will leave. For users, all they care about is the money they can get. Instead of dividing millions among millions of people and getting a few pieces each, you develop your own value. If they have enough time, more open courses to improve business ability; If you have enough spare cash, you can earn 10% a year on your investments. For example, on the online lending platform Yunqianbaoban, the annualized return of a new tender is 9.6%, and that of a one-year tender is 10.8%. On the official website of Cloud Moneybag, there are popular activities such as inviting friends to win awards. You can easily gain income. Happily receive coins and download Cloud Moneybag at the app store as soon as possible.
In this era, either with their own wisdom and wisdom to win applause, or with their own resources to discover the next new continent. Because the best way to catch a tuyere is to create your own tuyere.
