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周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How will live-streaming platforms profit on the fans now when “tipping” is blocked?
直播打赏受限之后,平台将如何从粉丝中收益?

Caster Xu
Associate Account Manager / We Are Social

将虚拟礼物变成实体礼物卖给粉丝,或许是平台从粉丝那里获取盈利的另一种方式。由主播为产品做背书,粉丝们愿意为产品买单。因此主播可以推出粉丝专属产品,从包装到logo,全部依照粉丝的喜好量身定制,在直播平台上贩卖。一方面可以加强粉丝忠诚度,一方面自然也可以为平台带来盈利。

Turning virtual gifts into real ones and selling them to fans might be another way for platforms to leveraging the fanbase. Fans are more willing to pay for products when it is introduced by live-streamers. So, live streamers can launch fan-exclusive products and sell directly on the live-streaming platforms; all designed according to the fans’ preferences, from packaging to logo. On the one hand, such actions will reinforce the loyalty of fans, and on the other hand, it can help the platform to drive more profit.

Reece Xiang
Senior Account Executive / We Are Social

鉴于未成年人偷用长辈的钱进行巨额大赏这类新闻屡见不鲜,这次出台限制令并非是一件坏事,而且我相信直播平台的主力打赏人群也并不是未成年人。不过鉴于对直播平台的管理日益严苛,为了能够留住更多用户,争夺私域流量,我觉得未来可能有几个趋势:
1.新技术的引入,提供新奇特有的直播体验,以此增强游戏化的强互动
2.更丰富的内容,包括综艺化、增添趣味等

We're seeing several cases where teenagers have used their parents' money to spend on live-streamers, that's why restrictions on tipping are positive. However, I think the majority of the tipping is still done by other people than teenagers. Regardless, as the regulations on live-streaming platforms are becoming stricter these days; to retain more users and compete for private domain traffic, I see two possible future trends of live-streaming. Firstly, we'll see new technologies that offer unique and interesting live-streaming experiences to enhance the level of interaction. Secondly, the content will become richer with the introduction of entertainment shows and directed/scripted productions.

Savy Liu
Creative Group Head / We Are Social

终于有人管管未成年「打赏」这一块了!先鼓掌!
即使没有打赏功能,互联网的流量变现依然非常容易,淘宝店铺引流/周边产品宣传……甚至虚拟产品都可以跳转至电商平台,例如“一日男友”“唱吧代唱/游戏代打服务”等等,主播的思维可以从“赚观众的钱”转变为“赚商家的钱”,同时将自己打造成某个领域的垂直品牌。一句话,流量在手天下我有。

The added restrictions for teenagers spending money on live-streaming is great news!
Even without the lucrative tipping, profiting on the fan traffic is still pretty easy, such as divert the users to Taobao, special promotions on related products, or even virtual products that you buy via e-commerce platforms instead of directly from the live-streaming. The mindset of live-streamers can evolve from ‘earning money from target audience’ to ‘earning money from merchants’ while building up your own brand through several verticals. 

Momo Man
Creative Group Head / We Are Social

可以通过增加一些如会员增值服务等措施,让观众在付费成为会员后可以获得某些特权,从而进一步从粉丝中获利。
如功能特权:个性点赞、特权礼物等 ;身份特权:会员标示、入场特效等;内容特权:观看指定付费内容等等方面的特权吸引观众。

Live-streamers and the live-stream platforms can leverage and benefit from the fanbase through value-added services in order to attract audience spending. For example, users who become VIP members can earn some privileges, such as personalized likes, unique gifts, customized member tags, and access to unique content produced by the live-streamer.

Emily Zhang
Copywriter / We Are Social

直播平台可以借鉴选秀打榜模式来虐粉固粉,开展气人/人气主播评选活动(周冠军-月冠军-季冠军-年度冠军),粉丝需要通过充值购买的专属票才能进行打榜,为喜爱的主播奉献每一票;还能吸引更多名人开展多元化的直播项目,从而吸引更多不同喜好的观众进行参与,让直播内容更加有趣和丰富。另外,封禁未成年打赏很赞哦。

Live-streaming platforms can try attracting and retaining fans by learning from the model of popular talent shows where people are voting for their favorites. Similarly, the platforms can launch voting activities for the most popular live-streamers (weekly favorite, monthly favorite, annual favorite, etc). Naturally, fans will need to purchase exclusive tickets to be able to participate and contribute to their chosen live-streamers. Furthermore, partnering with more celebrities and influencers, engaging in more diverse live-streaming projects, and attracting different target audiences can also make live-streaming content more rich and interesting. And btw, it's a great move to restrict teenage tipping on live-streaming sessions!