According to Kuaishou official data, the entire live broadcast has been watched by more than 220 million people, the number of people online at the same time in the live broadcast room exceeded 5.26 million, and the number of interactions exceeded 320 million.

"The sky is vast, it's so classic. I heard it as soon as the intro came out."

At 8 o'clock in the evening, the popularity of Jackie Chan 's Kuaishou live broadcast room reached 3.89 million. Kuaishou music guru @ yoyodan· gave Jackie Chan a song-guessing puzzle. He sang a Cantonese song live, and @Jackie Chan and @ Joey Yung , who were connected together, quickly guessed the title of the song. After the song guessing session, under the barrage of Kuaishou Laotie, Jackie Chan sang a song "Real Hero" with @yoyodan. The "down-to-earth" linkage between the master and the star raised the atmosphere in the live broadcast room. climax.

This is a small slice of Jackie Chan’s Kuaishou live broadcast debut on the evening of June 25th. Different from regular celebrity chat live broadcasts, this live broadcast is full of entertainment. That night, Huang Zitao , Joey Yung, Nicholas Tse and other stars entered the live broadcast room to interact online. Kuaishou masters such as @yoyodan, @张萴令, @两大哥的狗梦 and other Kuaishou masters acted as "gatekeepers". Various levels are set up for Jackie Chan to challenge, while Kuaishou veterans have the right to vote and participate immersively. "Good evening, Jackie Chan" and "I will never tire of Uncle Long's movies" fill the screen.

@Jackie Chan Screenshot of Kuaishou live broadcast room

According to Kuaishou official data, the entire live broadcast has been watched by more than 220 million people, the number of people online at the same time in the live broadcast room exceeded 5.26 million, and the number of interactions exceeded 320 million.

This live broadcast with strong interaction and strong user experience is not only Kuaishou's complement to its celebrity ecological puzzle, but also another refined operation of celebrity content. What characteristics does Kuaishou’s current star ecosystem present? What is Kuaishou’s approach to building an on-site entertainment ecosystem?

"Big brother ends, everyone interacts",

Over 220 million people watched Jackie Chan's first show

"There is him, there is her, yes, and you, you are the one everyone asked you to come. My first live broadcast, we See you soon."

After walking out of the screen, Jackie Chan stood under the spotlight in the live broadcast room. At 8 pm on June 25, Jackie Chan appeared in the live broadcast room wearing a white suit. He held up the camera and said half-jokingly, "I am used to calling action to start." A moment later, he opened with a set of sharp and powerful martial arts scenes. The 68-year-old "Big Brother" started his live broadcast debut on Kuaishou. More than 130 million people spent the night with him.

This is not Jackie Chan’s debut in Kuaishou. In October last year, Jackie Chan announced his arrival in the short video with a sentimental video, which also triggered a collective carnival among Kuaishou veterans. The first "greeting" video "I'm Jackie Chan, I'm here!" "In ", Jackie Chan played with the props neatly and neatly, and then seamlessly connected with his classic martial arts moves in " Police Story " and " Myth ", making countless veterans dream back to the " Family Class " era.

@Jackie Chan Kuaishou short video screenshot

The gimmick of "the world's first short video social account" and the emotional card of "classic film and television re-enactment" made Jackie Chan's entry set off a traffic trend: The number of video views in four hours exceeded billion, and the number of fans of the account exceeded 50 million within 3 days of joining. Among them, celebrities such as Times Youth League, Yue Yunpeng, Huang Bo, Joey Yung, Shen Teng and other celebrities left messages and interacted in the comment area, and Kuaishou experts such as @天阳 Ban Zhang, @ Northeast Baby and other Kuaishou experts posted videos to pay tribute to Jackie Chan.

In addition, Kuaishou’s “Welcome to the New Year” design is also unique. Search for Jackie Chan on the Kuaishou site, and you can see movie poster animations of many of Jackie Chan’s classic works. Watch and like Jackie Chan’s short videos, and you can also see Golden Man trophies. , dragon heads, movie films and other customized elements. Ordinary users can receive Jackie Chan's unique avatar pendant and exclusive number after following Jackie Chan's personal account. The entire community presents a lively atmosphere where Jackie Chan is warmly welcomed by "residents" after moving to a new community. atmosphere.

After nine months, Jackie Chan’s live broadcast debut once again ushered in a lively carnival that attracted attention, and it stepped on the "60th anniversary of his debut" time node, which also gave this live broadcast debut a more special meaning .

As the initiator of the live broadcast, Kuaishou official has undoubtedly poured considerable enthusiasm and expectations: Judging from the warm-up, before the broadcast, Jackie Chan's Kuaishou account released two videos, with the theme of "Our First Time", telling about himself Since his debut at the age of 7, the "first time" he has experienced may be bitter or warm, and his warmth directly touches Lao Tie's heart and resonates with ordinary users.

@Jackie Chan Kuaishou short video screenshot

In the nearly 3 hours of live broadcast, Kuaishou’s “mass entertainment” background was fully displayed.

In terms of process, unlike a simple chat-style live broadcast, Jackie Chan’s live broadcast took the form of a novel and interesting secret room.

With the help of Li Ai, Huang Zitao and other celebrity friends, Jackie Chan needs to successfully pass various levels set by Kuaishou masters, including the "Kung Fu Challenge" of Kung Fu Dream Shou Guan of @二大 uncle music, and the "Kung Fu Challenge" of Master @ The "Listen to the Songs and Recognize the Songs" challenge set by Yoyodan, and the talk show host @张袐令's dialect challenge. When the first gatekeeper @李大哥的 Kung Fu Dream appeared and launched a kung fu action challenge, the number of likes in the live broadcast room immediately exceeded 100 million.

"Big Brother" Jackie Chan told netizens about unforgettable "firsts" in different life stages while "breaking through". During the process of breaking through, Jackie Chan frequently left behind the "big brother baggage" and "peeped" the answers from the barrage. Netizens laughed; and the fans who have been accompanying him in the live broadcast room are by no means just bystanders. Each of their votes determines whether Jackie Chan can succeed.

@Jackie Chan Kuaishou live broadcast room screenshot

Other celebrities also showed a different look from other social media: singer Joey Yung even took the wheat, and accepted the test of @yoyodan listening to songs. After that, in the duet " Mingming" with Jackie Chan When "My Heart Is In vain ", the number of viewers in the live broadcast room reached 4 million; Huang Zitao visited the live broadcast room in person and was taught "Ip Man squat" by Jackie Chan, which pushed the popularity of the live broadcast room to nearly 5 million; Nicholas Tse was also in Lianmai A test of their skills pushed the atmosphere in the live broadcast room to another climax...

@Jackie Chan Kuaishou live broadcast room screenshot

Several Lianmaida people also showed their talents that night, activating the atmosphere in the live broadcast room: @二大树的精品Kungfu Meng showed off his unique skill of playing with iron, which brought him 63,000 fans in a single day; talk show master @张耷灵 once again showed off his humorous eloquence, and the total number of viewers in the live broadcast room that night reached 734,000; he sang a cover of a classic @yoyodan, who plays old Cantonese songs, also contributed to the popularity growth of the live broadcast room.

Throughout the live broadcast, high-frequency and positive interactions were maintained between Jackie Chan, celebrity guests, expert users, and audience fans. In the lively and interactive atmosphere, a celebrity entertainment live broadcast that combines fun, feelings, and hot spots was successfully created.

According to third-party data, in the live broadcast room that night, users from super first-tier cities, led by Beijing, accounted for a very high proportion. This is in sharp contrast to Kuaishou's consistent regional positioning; in addition, in terms of the user composition of the live broadcast room, including 6-year-old For all age groups over 40 years old, young user groups aged 18-24 account for as high as 30.26%. The expansion of cities and age groups not only demonstrates Jackie Chan’s strong appeal as a martial arts superstar, but also confirms the unique appeal of Kuaishou’s fun “live-action” star live broadcast room.

Apart from Jackie Chan, what is the current status of Kuaishou star ecology?

.36 million people made reservations to watch, with a maximum of 5.26 million online at the same time. The cumulative number of viewers exceeded 220 million, the number of interactions in the live broadcast room exceeded 320 million, and the total exposure on the entire network was nearly 4 billion... Even in the recent situation, many top stars have "gathered together" to live broadcast. Below, Jackie Chan’s debut report card is still particularly eye-catching.

From the final presentation of the entire event, it is not difficult to see Kuaishou’s original intention to design each game link from the perspective of ordinary users. In each process of the live broadcast, strives to bring more participation and immersion to the audience. Ordinary users can look directly at the stars with "equal" eyes. The distance between celebrities and users is quickly shortened. The entire entertainment atmosphere can not only Feeling and touchable.

As a leading short video platform, Kuaishou has always had no shortage of celebrity content. However, since the official establishment of the Kuaishou entertainment department in October 2020, the layout of the celebrity ecosystem has become more "full firepower".

On the one hand, Kuaishou is constantly enriching its celebrity resources and creating a more inclusive and diverse celebrity ecosystem;

Looking around the artists on the site, we see that stars according to the traditional definition remain active, For example:

Jay Chou (@zhouxong) opened his first Chinese social media account on Kuaishou, accumulating more than 30 million fans;

Best Actor Huang Bo (@黄渤), as one of the stars who has been in Kuaishou for the longest time, has always maintained With frequent content updates, in addition to sharing his real daily life of fitness, diving, and handicrafts, he has also participated in Kuaishou official charity activities many times, giving full play to his influence and assuming more social responsibilities;

Kuaishou e-commerce spokesperson Huang Zitao (@ACE-TAO Huang Zitao) brought goods to the site for the first time, and was widely praised for his "genuine, no routine" live broadcast method. The GMV of a single game exceeded 230 million, the cumulative views reached 40 million, and the number of fans in the live broadcast room increased by 110 Wan;

Screenshots of Jay Chou, Huang Bo, Huang Zitao’s Kuaishou short videos

and Yang Mi (@杨幂), who just conducted a live broadcast with the theme of "Nothing, just playing" on June 6, in the live broadcast room with friends in the circle Dada chatted, played games, played memes, ate CP, and even sang an impromptu song. This live broadcast design that emphasizes the real chemical reaction between stars and weakens the arrangement and planning successfully shows Yang Mi's natural state when getting along with her friends to every audience.

In addition, there are artists with more distinctive Kuaishou characteristics and their own content production capabilities. Because of their "down-to-earth" creative style, they quickly gained fans in Kuaishou. For example, comedians like Yan Xuejing (@actor-yanxuejing) and Xie Guangkun (@xieguangkun) have their own sense of intimacy. They regularly share real-life moments on Kuaishou. Users view them as "relatives and friends" I love their image like "Yan Ma" and "Kun Brother" affectionately. At present, both artists have more than 10 million fans in Kuaishou.

@闫学静, @谢广kun Screenshots of Kuaishou short videos

In addition, there are idol stars such as @Times Youth League, @INTO1, @Hard Candy Girl 303, which satisfy the "star chasing" needs of young audiences. On November 22 last year, all members of the era youth group gathered in the Kuaishou live broadcast room and held a special live broadcast event for the second anniversary of the group's formation. During the live broadcast, the members talked about their debut experience, hilariously completed relay challenges, and sang 8 songs in a row. The members and fans continued to interact, and the entire live broadcast atmosphere was very joyful.

Different types of artists create differentiated celebrity content for different fan groups, and jointly build Kuaishou's characteristic celebrity ecosystem.

On the other hand, while is introducing celebrities, Kuaishou is also actively helping celebrities integrate into the community atmosphere and conduct active operations through content planning to help break down the barriers between them and users and form synergy and interaction, striving to " Under the premise of "equality" and "truth", let the two have a more profound connection.

During this year’s May Day holiday, Kuaishou Entertainment joined hands with nearly 30 celebrity artists to bring a 6-hour online live broadcast of Kuaishou’s “Mai Enters Summer”. A large-scale “heart-warming memory killing” made many users’ hearts ache. Get solace. During the live broadcast, Yu Wenhua joined the farmers and friends and thanked them for their hard work with a song "Tears of Plum Blossoms"; Shuimunianhua played and sang "A Foreign Country" live to express his condolences to the dedicated security guards of the big factory. Respect. No matter who the audience is or where they are, they can all experience love and strength. This interactive method of "celebrities singing for fans, amateurs and idols connecting with each other" has undoubtedly brought Kuaishou users and celebrities closer. distance.

After the influx of celebrities,

what kind of content ecosystem does Kuaishou Entertainment want to "create"?

According to the "2021 Kuaishou Entertainment Marketing Data Report", in March 2021, the number of videos released by celebrities increased by nearly 60% compared with October 2020, and the number of Kuaishou Entertainment content views increased by 45.4%. Almost half of Kuaishou users followed celebrities. and entertainment accounts.

Entertainment content has a natural fit with short videos. For Kuaishou, which has 346 million daily active users and 598 million monthly active users, entertainment content has obviously become an inevitable requirement for its user growth and pursuit of continued diversification. Kuaishou’s community ecology and inclusive distribution mechanism also give its entertainment content output an obvious self-growth attribute. From the perspective of entertainment strategy at the celebrity level, Kuaishou’s style of play shows obvious differences from other platforms. In summary, Kuaishou may pay more attention to the value at the content level than the value at the traffic level.

On the surface, Kuaishou’s series of measures such as finding celebrity platforms and building celebrity benchmarks are hoping to use the influence of celebrities to gain more users, but in fact, Kuaishou’s consideration of celebrity layout is more profound.

Currently, users’ consumption of celebrity content has undergone a large number of new changes, both in form and tone. They are increasingly pursuing a sense of authenticity, trust and interaction, and are eager to participate in it by looking at them rather than looking up. Therefore, for Kuaishou, introducing celebrities is not only a purpose, but also a means of connection. While relying on its own influence to attract users, Kuaishou also hopes that the celebrities who settle in can "transform" into ordinary content creators, carry out true expression and interaction, produce interesting content, and truly integrate into the community environment. In this way, users’ deep-seated needs for entertainment content can be met in an equal “dialogue”.

Based on the unique content ecology and user ecology, Kuaishou Entertainment defines itself as "people's entertainment" . Whether it is encouraging celebrities to create content independently, or deeply exploring celebrity IP and creating various PGC contents, its core The value is to better find the convergence point between entertainment content and the platform, so as to eliminate the gap between celebrities and the public, and achieve the spread of user reputation from aspects such as emotion, identity and consumption habits.

On this basis, they also hope to use the content produced by celebrities to further amplify the value of native creators in various fields of Kuaishou, revitalize each content channel in the Kuaishou ecosystem and the lifestyle mapped behind it, and drive more Many ordinary users actively participate in the construction of Kuaishou ecological content, allowing entertainment to truly come to ordinary people.

As Kuaishou continues to upgrade its entertainment methods, what we can see in the future may be more and more celebrities, celebrities, and users "playing together" closely. They have no identity differences, no barriers to expression, and a high sense of interaction. In a strong entertainment atmosphere, everyone's value is likely to be maximized.