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The decline of superheads and the future of brand self-broadcasting

  Why did superheads suddenly appear and then decline collectively? Will brand self-broadcasting become a trend, and where will it go?
  Here we focus on answering five basic questions about the place of live broadcasting in marketing.
Why Super Heads Are Accidentally Born

  The super-heads in the live broadcast field have their own value creation foundation. Live broadcast essentially improves the efficiency of store shopping guides, especially for those talented shopping guides to serve more people through the Internet.
  Li Jiaqi, Wei Ya, and Luo Wangyu are such typical examples. Both Li Jiaqi and Luo Wangyu have been trained by multinational companies as BA (beauty shopping guides). They were originally head BAs in the era of no live broadcast. Wei Ya also has experience in operating stores.
  In the past, these talented shopping guides were limited by physical time and space and could only serve a small number of people. The Internet has greatly enlarged the range of people they can reach. This is the value logic of the rise of super-heads.
  In addition, the rise of super-heads is also in line with the characteristics of the wild early days. Platforms need cases, brands need miracles, and consumers need a few well-remembered celebrity channels.
Why super head must decline

  There are many reasons for the decline of the super head, and the most important one is the formation of a win-win-multiple-lose pattern of “one whale causes all things to decline”.
  First of all, the siphon effect brought by the super head disrupts business plans such as “Thousands of People, Thousands of Faces”, and eventually even hurts the platform’s e-commerce content ecology.
  Secondly, brand companies do not want to see such a high proportion of sales by super-heads, because this will gradually lose the brand’s influence on consumers. Companies don’t know whether the brand is playing a role or whether Li Jiaqi and Wei Ya’s fans are following their leader. Even those brands that benefit from super-heads are all trying to increase the proportion of brand self-broadcasting without exception.
  Finally, regulators representing the public interest do not want to see the continuation of super-heads, because the channel of absolute monopoly and the pattern of one win and multiple losses are not the direction that regulation hopes to promote.
  It can be said that apart from the super head itself, there are very few major forces hoping that the super head phenomenon will continue, which means that the super head cannot have any risk, and once it encounters or is exposed to a problem, it is difficult to have other power or reasons. Help them get through this difficult time.
What is the most likely pattern after the super head

  The healthiest ecology after the super head is to enter the head era of vertical subdivision. This is also the change that is taking place after the content and interest community dividends are transferred. We see that women with science and engineering backgrounds will pay attention to scientific ingredients. Skin care bloggers, Trend sports enthusiasts will pay attention to skiing and coach Lu Chong, watch and wine lovers also have their own opinion leaders… The super head from selling clothing, skin care products to selling rockets is only a temporary phenomenon, based on the era of professional and content segmentation is coming.

What factors will affect the future development of self-broadcasting

  The first is the impact of other content industries on self-broadcasting. Although self-broadcasting can have the effect of shopping on a mobile phone, its traffic influence is far less than that of popular film and television variety shows. Now there are film and television stars who combine self-broadcasting scenes with entertainment scenes, and some film and television stars go directly to the car assembly line The introduction of these entertainment elements is likely to change the current problems of single live broadcast and short average online time.
  In addition, technology will also make live broadcast scenarios and searches more interesting, interactive and efficient. For example, the current problem of short average online time of self-broadcasting is essentially that consumers do not know when the most useful content will appear, and what products and content are most useful to them. Ultimately, these problems may all be solved with technological tools.
What trends should enterprises grasp in the development of live broadcasting?

  Is it self broadcast?
  Self-broadcasting will be standard for many companies in the future, just like the marketing department used to be standard. Now many companies have changed the marketing department to a built-in content development department or MCN department, but self-broadcasting itself does not represent the difference in marketing levels.
  The first thing that represents the difference in level is content. We mentioned earlier that the era based on professional and content segmentation is coming. This is also the advantage of many industrial enterprises, because they have professional knowledge in certain fields. If there is no leading professional in these fields Reds, that’s an opportunity left by history.
  In addition, the penetration and upgrade of entertainment content to self-broadcasting will benefit those companies with both industrial genes and content genes, because they can make live broadcasts more fun and obtain lower-cost traffic. In the future, brand companies will have the attributes of media companies.

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