/PRZWT/GUANGZHOU, February 23, 2024 - Xiaohongshu recently released the "transcript" of her collaboration with the Spring Festival Gala.
Next to the Spring Festival Gala studio, Xiaohongshu built a live stream of "Everyone's Spring Festival Gala", which was broadcast non-stop from 18:00 on the 30th of the New Year to 2:00 am on the first day of the new year. Official data show that the number of user interactions in the live stream exceeded 170 million times, and the number of users searching for the Spring Festival Gala exceeded 80 million. On the 30th of the New Year, users posted 1.56 million notes on the Spring Festival Gala, and the number of users participating in the release and comment of the Spring Festival Gala notes reached 25 million.
In her closing letter, Xiaohongshu summarized the live broadcast as the first "interactive Spring Festival Gala". According to Yicai, Xiaohongshu has focused on community release and user interaction as the main focus of the accompanying live broadcast.
More than 170 million interactions in the live stream
At the Spring Festival Gala in 2024, Nigamatti's "missed" magic show was rated as the most funny show in the audience by many netizens.
When Liu Qian performed his magic trick, the host, Nigel Matty, did not match the playing cards in his hand, and his vivid and realistic expression became one of the biggest laughs of the Spring Festival Gala. After the performance, Nigel Matty made a mistake in the live stream of Xiaohongshu's "Spring Festival Gala for Everyone", "I think, the inside is not matched, but the outside can always be matched. As a result, after taking it for a long time, I took a look from the outside and found that the outside was not matched either."
This response quickly became a hot spot on the whole network from the live stream, #nigmati replay Liu Qian magic wear help #on the hot search first, the reading volume is nearly 300 million. In addition, the same live stream chat #Liu Qian left the Spring Festival Gala stage with tears #then also on the hot search first. The real-time behind-the-scenes bed-the-scene brought by this live stream has contributed to multiple topics across the network.
The form of Xiaohongshu's cooperation with the Spring Festival Gala this time is different from that of previous Internet companies. Compared with interactions such as grabbing red envelopes, Xiaohongshu's cooperation method is more content-oriented, creating a "big screen to watch the Spring Festival Gala, small screen to chat about the Spring Festival Gala" model. Xiaohongshu built a live stream next to the Spring Festival Gala, where the actors of the Spring Festival Gala can come to chat behind the scenes after the performance, so it is also known as the "Spring Festival Gala Small Living Room".
In addition to Negmati's response, the live stream of "Everyone's Spring Festival Gala" also produced a lot of content that spread to the whole network. For example, the actors of the "Flowers" crew came to the live stream as guests, Xin Zhilei taught Hu Ge, Tang Yan, and Chen Long to turn handkerchiefs on the spot, and Tang Yan taught everyone to sing Shanghai nursery rhymes. In addition, Yang Mi revealed that there were masseurs in the background of the Spring Festival Gala, and Zhou Shen and Da Zhang Wei would meet each massage, which became a hot topic of discussion among users.
The live stream has simultaneously launched the function of sending notes while watching the live stream, encouraging customer engagement topic discussions and content creation. When the Spring Festival Gala was broadcast, Xiaohongshu surged with a lot of hot topics and notes, such as "Lucky Koi" after the broadcast, followed by the unlocking of Huaxiao's same #lucky koi makeup, "Can that be the same" appeared after #saw the shadow of my parents in the Spring Festival Gala, "Shou Sui Total At This Time" was broadcast, followed by #Liuqian How did the magic change? Hardcore bloggers reveal secrets and so on.
Before and after the Spring Festival Gala, Xiaohongshu also continued to operate #Everyone's Spring Festival Gala #related topics. User discussions sent many Spring Festival Gala-related topics such as "The God-Founding Men's Group Gala Gathered Again", "Wang Sulong's own songs were on the Spring Festival Gala", and "0713 Dream Realization Spring Festival Gala" to the hot list.
Community operation related industry people said that the Spring Festival Gala itself is a highly topical, discussion of the degree of the event, Xiaohongshu with the help of this node to do the relevant content operation, led to more user discussions and secondary creation, on the one hand enriched the content of the community, on the other hand, the content of the station after the circle, but also to the outside world to show Xiaohongshu community atmosphere.
As a community, the core is active users and rich content. How to maximize the enthusiasm of user interaction to provide more interesting content, retain and attract users, and form a positive cycle is the key to making the community more vibrant. It is also the value that the Spring Festival Gala can bring.
For the Spring Festival Gala, the community needs a differentiated approach
"What exactly is" Everyone's Spring Festival Gala "going to be broadcast live, and how to interact with users, the content paradigm of the project team has changed more than 100 versions." In the story behind Xiaohongshu's release, Xiaohongshu's "Everyone's Spring Festival Gala" project team revealed more details.
Live content and interaction is a huge project. Xiaohongshu dispatched a team of 100 people to the main station before and after, and the team spanned multiple businesses and functions such as live broadcast products and technologies, content production, community operations, e-commerce, and commercialization. This is also the largest number of partners in the history of the main station. Since the beginning of February, there have been five rounds of cross-departmental teams.
The reason why community content and live broadcast interaction are chosen as the main form of cooperation landing, Xiaohongshu relevant person in charge said: "Xiaohongshu is a community where everyone records their lives, shares their lifestyles, and interacts based on interests. During the Spring Festival, watching and chatting about the Spring Festival Gala has become the lifestyle of many people. Every year on New Year's Eve, whether in Xiaohongshu or the whole network, the Spring Festival Gala is the most popular topic for discussion. Therefore, cooperation through community content can better carry the discussion of big nodes and events like the Spring Festival Gala."
An entrepreneur who is deeply involved in brand integrated marketing said that "Everyone's Spring Festival Gala" is like a supplement to the CCTV Spring Festival Gala. The behind-the-scenes content provided by Xiaohongshu's live broadcast adds freshness to the Spring Festival Gala, allowing users to look at the Spring Festival Gala from a one-way perspective, analyze the Spring Festival Gala from existing facts, and have more real-time incremental information.
Industry experts related to community products told Yicai that the content community has unique advantages in cooperating with super IPs such as the Spring Festival Gala. The content community can naturally undertake the traffic and topics of the Spring Festival Gala, and use its own advantages to produce exclusive content. On the one hand, these exclusive content will drive a significant increase in the number of publications and views in the community. On the other hand, after going out of the circle, it can also attract more users to understand the community and enter the community, which is easier to retain long-term users than shaking red envelopes and other methods.
The above industry sources also said that in the cooperation between the community and the Spring Festival Gala, it is necessary to give full play to its own content advantages and form a differentiated play method in order to better turn "traffic" into "retention". When the community mobilizes the power of content to participate, such cooperation will have multiple values such as brand exposure, content and creators out of the circle, and attracting users.
In this Spring Festival, in addition to the live broadcast of "Everyone's Spring Festival Gala", Xiaohongshu also launched a series of interactive gameplay and activities, such as the Spring Festival Truth Party, offline clock in milk tea, etc.
The gameplay of Xiaohongshu's Chinese New Year Truth Talk Party invited more than 80 celebrities, celebrities and bloggers, including Da Zhang Wei and Yang Di, to go LIVE and play "Truth Talk Adventure" online with ordinary Xiaohongshu users.
Among them, in early February, Yang naive in Xiaohongshu live interview assistant caused a lot of attention. There are three candidates through Yang naive interview in turn, super 340,000 netizens watched the interview process.
In addition, users can open Xiaohongshu "nearby", you can search for the surrounding participating businesses, offline clock in to receive free milk tea.
The relevant person in charge of Xiaohongshu said that when new users participating in "Everyone's Spring Festival Gala" enter the community and interact with users through various gameplay, they can have a deeper interaction with people and content in the community, gain a deeper understanding, and let users understand the content and people, so that users can truly stay in the community and grow naturally in the community.
