Author | Bu Kong
"Have you ever played Kuaishou? Sister Wang?"
"I know a lot of veterans in Kuaishou. They like me very much and call me eldest sister affectionately. They like to socialize and get drunk alone."
"My brother is amazing, he knows everything. I still didn't believe you at that time!" The words flowing out under the dynamic beat of
are just like a thumbnail picture of the live broadcast ecology, and the lyrics are connected in series. The golden words of the times quietly opened the memory valve of veterans. Familiar Kuaishou anchors took turns to perform the hit songs of the year again, using their singing to stir up an emotional resonance among the people. On the last night of 2023, the song "Gramophone of the Times" will bring the glory night of the 2023 Kuaishou Live Broadcast Annual Ceremony to a climax.
There were many unique and creative expressions that night.
A wonderful chemical reaction occurred when the unique skills of opera met the rock band. In the unique Chinese art stage show "Hundred Operas Come Together", Lingdian Band's "Life in Pink and Ink" is mixed with the opera style, interspersed with traditional arts such as Sichuan Opera face-changing, Kung Fu sleeves, Peking Opera Sword and Horse Dan playing tricks, etc. The rhythmic melody gave new vitality to traditional culture, and the veterans praised it again and again.
is different from many platforms that use celebrities and show off their dancing skills. On New Year’s Eve, Kuaishou chose to shine the spotlight on the rising anchors and silently guarding users on the site, integrating the platform’s cultural heritage, social trends and innovative expressions, carefully It has polished this audio-visual feast with unique "old iron" genes.
This unique New Year’s Eve party reflects the upgrade and iteration of Kuaishou’s live broadcast strategy. Starting from the festival IP, Kuaishou anchors emerged from the small screen and moved to the big stage that attracted much attention. Through such a landmark "coronation" event, Kuaishou not only successfully empowered the rapid growth of high-quality anchors, but also established effective links with users and the ecosystem, further enhancing the platform's cultural confidence.
The honor system carried by Kuaishou Live Broadcasting Ceremony IP has become an upward path for the growth of anchors, and the Festival IP has increasingly become a display window for Kuaishou Live Broadcasting’s ecological culture.
connected with the old iron with emotions and found the unique expression of Kuaishou Live Broadcast
"I can't thank you enough, family and friends. I am so lucky to be in the same boat all the way. Only with your company can I achieve my achievements. I have said thank you thousands of times, but it is still not enough." On the night of the grand ceremony, , the song "No Thanks" performed affectionately by Kuaishou anchors, accurately depicts the growth trajectory of an amateur transforming into an anchor, and this gorgeous dream is inseparable from the efforts of every veteran in the live broadcast room. The likes and shares contributed by veterans pave the way for broadcasters to achieve their dreams, and also shape the underlying ecology of Kuaishou Live Broadcasting - starts with Laotie's needs and ends with Laotie's consumption.
This sincere and close emotional connection has become the consistent main line of this party and the main tone of the content arrangement.
"Little me is standing on the big stage today. Little me is not afraid of failure because you are here." The song "Little" sings the anxiety and uneasiness that the anchor experienced in the early days, and also expresses his full gratitude to the fans. At the end of the party, a group of anchors sang "Reaching the Top" together, expressing their ambitions through song and vividly demonstrating the vitality of Kuaishou's live broadcast ecosystem. These songs are based on the Kuaishou live broadcast ecosystem. Their delicate emotional expressions awaken Lao Tie's resonance and establish a promise to "keep going hand in hand."
In terms of content format, this glorious night also focused on the consumption preferences of users on the site, with a new extension and centralized display.
The contrast between traditional culture and popular styles is the content style that is growing strongly in Kuaishou. Ancient opera tunes break the dimensional wall duets, electronic instruments are mixed with folk songs...the traditional culture with national characteristics is re-wrapped in the most popular creative styles, setting off a diverse communication effect of a hundred flowers blooming on Kuaishou. Listening to folk art, visiting intangible cultural heritage, and learning talents in the live broadcast room have become a new trend for veterans. The Chinese style drag show that Kuaishou experts have imitated one after another is one of the examples.
Take the 7-minute "Happy Encounter" as an example. The whole performance uses the word "innovation" to reshape the expression. It not only adds the collision of traditional Chinese national instruments and Western instruments, but also combines classic ancient music with popular hits. It combines songs, Chinese comic memories, and classic film and television IP. Throughout the performance, Kuaishou's young folk music anchor competed on the same stage with Mr. Chen Jun, a national first-class actor, erhu player, and one of the four kings of folk music. They found a popular expression of niche culture, which Lao Tie said was "enjoyable."
In fact, Kuaishou live broadcast has already broken away from traditional live broadcast content categories such as traditional singing, dancing, and chatting. Traditional cultures such as opera and folk music have also found new growth soil in the live broadcast room. All along, Kuaishou has continued to consolidate its entertainment foundation, returned to the most essential entertainment ecology, and persisted in providing entertainment content and cultural heritage. The stage built by
Kuaishou Live Broadcast has become a window for cultural inheritors to display their talents. Traditional artists represented by Chen Jun, Yu Wenhua, and Li Shujian have shortened the distance with the public through live broadcasts. They have also used creative techniques such as cross-dressing and skewering to spread classic old songs and start a moment of cultural awakening for veterans. At the same time, many new generation folk music inheritors use ancient songs to perform popular new songs, and Kuaishou is also rapidly increasing their voices.
Popular culture corresponding to traditional culture is also a major attraction of the gala party. Kuaishou anchors will perform personalized interpretations of hot spots on the site and popular content across the entire network in 2023. Through this unique Kuaishou style performance, they can review wonderful moments with veterans and achieve resonance in the social pool.
The men's team composed of anchor Piaopiao with all talents, Black Haw Ball, Yilonglong and Brother Binbin danced "Subject Three" on the stage to which the whole world worked together to score points, igniting the lively atmosphere in the live broadcast room in one fell swoop. In addition to the iconic moves of the most popular subject three, this program also incorporates popping and other popular hip-hop dance steps to present the popular online dances on a stage. The girl group composed of anchors such as King of Glory Juanjuan and Tang Yiyun captured the attention of veterans with the song "Queencard" and successfully conquered the young group, allowing you to see the many possibilities of cross-dressing by the girl group. On the stage of the ceremony, the audience can really see the content that is popular on Kuaishou and that veterans like.
This form of interaction that connects people emotionally is the true and diverse intuitive experience of Kuaishou’s ecology, and diversifies the content orientation of the Kuaishou platform.
breaks the shackles of small screens, Kuaishou anchors attack upwards
As the absolute protagonist of the festival, Kuaishou anchors inject a steady stream of vitality into the platform. Correspondingly, the establishment of the anchor ecosystem is naturally inseparable from the continued efforts of the platform. The popularization of
live broadcast has led to the emergence of the new profession of anchor. However, as more and more people enter the industry, the competition among anchors has become increasingly fierce. If wants to stand out from tens of millions of live broadcast rooms, it not only needs its own aggressiveness, but also cannot do without effective support from external forces.
On the one hand, Kuaishou Live helps high-quality anchors achieve initial volume accumulation and establish interaction with core fan circles through comprehensive resource support and traffic exposure. On the other hand, Kuaishou Live also helps anchors complete their transition through major events such as gala parties that combine volume and traffic, and while improving their professional capabilities, establish a sense of professional belonging.
In other words, Kuaishou Live is committed to setting up a stage for ordinary people, so that even small and medium-sized anchors can find their own growth path.
In the gala party, Kuaishou Live arranged professional singers and anchors to perform on the same stage, taking advantage of high-quality content and popularity to create a representative stage for the anchors. As the inheritors of folk music, the anchors showed no stage fright when cooperating with the masters, perfectly coordinated with the master's rhythm, demonstrated their outstanding professional abilities, and achieved rich accumulation. After the song ended, Lao Tie's enthusiastic praise echoed in the live broadcast room for a long time. The outstanding stage effects and popularity will once again feed back the host's content creation and become high-quality content material for the live broadcast room.
The growth stories of these grassroots anchors provide ideal samples for thousands of ordinary users who have dreams and live an active life: even ordinary people can find the outlet of their dreams in the live broadcast room.Based on this, Kuaishou anchors can establish a stronger emotional connection with users, and have more warmth in addition to popularity.
Thanks to the efforts of Kuaishou Live Broadcasting, a diverse anchor ecosystem covering different age groups and different content consumption preferences has been formed.
The first batch of anchors in the Kuaishou live broadcast ecosystem, veteran anchors such as Rabbit Ya, Jiang Peng, Banyang, and Gao Huohuo are still active in Kuaishou. For this type of anchor celebrity who is representative of the times, Kuaishou Live broadcast creates topic popularity for the anchor through stage presentation, content planning and other forms, and continues to stimulate the anchor's influence. Rabbit Ya re-sung his masterpiece "Little White Rabbit Meets Cappuccino" at the ceremony, and Jiang Peng once again sang "Brother I Miss You", which made Lao Tie feel nostalgic.
At the same time, a large number of new forces are also rising. There are folk singers represented by talented Dabao and Black Potato, and there are also young musicians like Zhang Chuhan who have been baptized by professional schools.
amateur anchors are closely connected with ordinary users in the name of family and friends, making breakthroughs and growing in the Kuaishou live broadcast room. In this process, the strong support of the platform has also built a smooth and promising growth channel for the anchors, giving them the confidence to transform into specialization and professionalism.
It can be seen that a diverse and inclusive live broadcast ecosystem has been formed in Kuaishou. The close emotional connection between users and anchors forms the foundation for anchors to cultivate inwardly. The continuously upgraded and iterative platform operation capabilities provide anchors with an upward path to expand outwards. More and more anchors are taking root in Kuaishou Live Broadcasting.
amplifies user needs and restores pure entertainment expression. The
annual ceremony is the epitome of Kuaishou’s live broadcast ecosystem. In this audio-visual feast that is rich, diverse, authentic and yet innovative, Kuaishou Live clearly tore off the labels defined by outside stereotypes, outlined a blueprint for the future with a determined and confident look, and also demonstrated the continued success of live broadcasts. Insist on returning to the most essential entertainment ecology and adhere to the attitude of providing entertainment content and culture.
The prosperity of the anchor ecology and the continuous production of high-quality content are the basis for Kuaishou Live to achieve a positive cycle, and it is also the goal of Kuaishou Live to accumulate and improve step by step.
A set of data can support this:
In 2023, Kuaishou live broadcast categories have exceeded 425, the average daily live broadcast duration of Kuaishou anchors has increased by nearly 30% year-on-year, and the number of high-quality anchors has increased by more than 100 times.
refines the live broadcast category. Based on in-depth insights into user content consumption, traditional culture such as opera and folk music has become a key support category for Kuaishou live broadcast. Data shows that the number of Kuaishou traditional culture anchors exceeds 190,000, and content such as opera, musical instruments, calligraphy, and folk art have become "new forces" in the live broadcast room.
, a virtual anchor that combines technology and fun, plays Kuaishou Live Broadcast in response to Lao Tie’s needs for “novelty” and “difference.” Throughout 2023, Kuaishou will have more than 300,000 virtual live broadcasts. These virtual anchors have distinctive personalities and versatile talents. While establishing emotional connections with millions of ordinary users, they can also satisfy their simplest entertainment needs.
In short, if there is demand for Laotie, Kuaishou Live Broadcast will have the supply. Only by starting from people can we achieve a positive connection between content and ecology. And this concept was also vividly demonstrated at the annual grand ceremony and glory night.
"Gramophone of the Times" uses a confident and interesting expression to dispel the outside world's single perception of "old iron" culture. From Aoligei and Barbie Q to Every Cause Must Have Fruit, and then from "Buy It Cold", "98k" to "Lady Luxury", a song connects Kuaishou's live broadcast trend in the past seven years, reviewing the "old iron" "The formation process of culture. Then there are the internet-wide hits such as "Subject Three", "Queencard", "Strong Wind Blows", etc. These hot memes, hot songs, and hot dances that are popular all over the Internet are not only a brief map of Kuaishou's trendy culture, but also the best entertainment life for everyone. Reflecting this, Kuaishou always adheres to its original intention of making life happier and more interesting. More and more fun and popular content is being fermented, popularized, and finally out of the circle in Kuaishou live broadcast rooms.
Over the past five years, Kuaishou Festival has been accompanying the growth of anchors.The anchors who create hot memes and memories of the times have settled in the ever-changing live broadcast format, and have been continuously strengthened through the festival stage, jointly creating the consumption leadership of live broadcast content. Small and medium-sized anchors have also completed qualitative growth on the stage of the festival, polishing their own classic stages and famous works, becoming a new label for the upgrading, iteration and prosperity of the live broadcast ecosystem.
Anchors who come from the grassroots are closer to ordinary users, and naturally they can better understand the most real entertainment needs of ordinary people. This kind of content link rooted in ordinary people has shaped Kuaishou Live's unique content ecology: respecting and responding to the entertainment needs of every veteran, and creating an era that belongs to ordinary people and veterans.
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