In the past two years, major short video platforms have frequently made efforts in online concerts, including Douyin and video account. The two concerts of Andy Lau and Li Jian are only 24 hours apart. This article will discuss the differences between these two online concerts on different platforms, and where the open and secret battles between Douyin and video account will go. Friends who are interested, come and have a look.
html On the evening of September 3, "King of Heaven" Andy Lau said goodbye to his fans with a slightly hoarse "good night", ending the [Sing Me to You] online concert held in the Douyin live broadcast room."Thank you, thank you for accepting my singing, good night, we will see you again soon."
third-party data shows that the live broadcast plus the preheating session lasted 175 minutes in total, with the highest popularity of the live broadcast room reaching 857,000, with a total viewing of more than 350 million. The youthful memories of countless people were awakened on this ordinary Saturday night.
Coincidentally, at 20:00 on the evening of September 2, "Music Poet" Li Jian also brought an online concert to fans [Year of Yearning] on the video account. In the live broadcast room, Li Jian publicly performed the songs " before sunset" and "I Only You". He brought 36 million viewers together at the Anaya Valley Concert Hall to appreciate the wonderful echoes between music and nature. At the end of the live broadcast, the cumulative likes of the live broadcast room had exceeded 100 million times.
In the past two years, major short video platforms have frequently made efforts in online concerts, among which Douyin and Video Account have the most voices. This "head-to-head confrontation" between the two platforms undoubtedly makes the "war situation" more exciting. What is the difference between these two concerts, which are only 24 hours apart? Where will the open and secret struggle between Douyin and Video Account go?
1. Five shows in 30 days "breaking 100 million". How far has Douyin's "online concert" gone in a year?
starts with a song " Stupid Kid " and ends with a song "17 years old", which may be a romance specially designed by the king for fans.
20:01 Kasi entered the live broadcast room. At this time, the live broadcast room showed that more than 40 million people had watched it. Half an hour later, the cumulative number of viewers in the live broadcast room had exceeded 100 million. After 41 years of debut, Andy Lau is still an unquestionable "top star". During the 150-minute live broadcast of
, Andy Lau prepared 7 songs for his fans, and there was also a conversation with the host Li Hao . The choice of each song in has its own unique significance. Every minute is carefully planned. When the concert is over, the voice of Andy Lau has become hoarse. In addition to Douyin, during the entire online concert, Andy Lau can be seen everywhere on social platforms such as Weibo , WeChat, Zhihu , etc., and many celebrities express their excitement and love on social platforms.
Among them, the famous Weibo music blogger @ Erdi wrote: In this chat, you can hear Andy Lau's voice has traces of time. When the vocal cords are closed, they are still stable when singing, which is very consistent with the efforts and spirit of persistence conveyed in this venue. When singing this classic song, they still bring people back to the memories of the old era...
Source: Weibo
It is worth noting that this online live broadcast that brings concerns from many parties. has turned off the reward function, and there is no sponsorship by the brand. seems to be a gift given to netizens by the King of Singers.
In fact, is the fifth online concert on the Douyin platform with over 100 million viewers in the past 30 days. Before this, stars such as Zhoushen , Wang Sulong , Eason Chan , Liang Jingru took turns to play, and achieved remarkable results on the platform.
htmlOn August 6, Zhou Shen [Thinking of You "Shen"] started the online live concert. The entire live broadcast lasted for an hour and a half. Zhou Shen sang 13 songs in total, and the cumulative number of viewers in the live broadcast room reached 140 million. htmlOn August 13, Wang Sulong held his own [Big Entertainment] online live concert in a conceptual way of film interpretation, with a total of more than 100 million viewers.htmlOn August 19, Eason Chan [Running EasON AIR] online music radio was launched on Douyin. The live broadcast started less than 10 minutes later, and the number of viewers exceeded 10 million. After the singing ended, the number of viewers in the live broadcast room exceeded 110 million. htmlOn August 28, Liang Jingru's [Silent Summer] concert started broadcasting within 3 minutes, the number of online viewers reached 10 million, 20 million in 5 minutes, and the number of viewers reached 200 million at the end of the live broadcast.In contrast, last year, Douyin also held 7 summer song parties from August to September, inviting 7 bands and singers including Yu Dingshi , Hedgehog band , summer invasion plan, Zhang Huimei , Stefanie Sun , Chen Li , Ouyang Nana , and 7 groups of bands and singers to sing. has media statistics, and the cumulative number of viewers of the 7 songs has reached 40 million, of which Stefanie Sun and Ouyang Nana have exceeded 10 million.
Obviously, after a year of polishing and improvement, Douyin has gained more experience and experience in the online concert event, and the data and voice volume of many live broadcasts this year have made great leaps.
However, in sharp contrast to the lively scenes on the site, this series of concerts did not cause much splash on other platforms. According to Kath's observation, except for Andy Lau's concert, several other live broadcasts did not appear on Weibo, and there were very few discussions on social platforms. Many fans of related singers reported that they only learned that their idol had held an online concert after the end.
2. Faced with Douyin, the "ambitious" video account
is a perfect match. Just the night before the "Singer Superstar" Andy Lau's summer festival, singer Li Jian also just completed his first online concert show on the video account.
htmlOn August 28, Li Jian announced his entry into the WeChat video account to warm up his online concert. Eight days later, the concert, named [Aspiration], opened in the Anaya Valley."Hello friends of the video account, everyone, I am singer Li Jian. I will share my music with you in the future with videos. May we enrich each other's world."
That night, classic songs such as " on the Baikal" and "Wind Blowing Wheat Waves" were sung on the video quotation. More than 36 million people watched the live broadcast. relied on the "mouth transmission" and Amway from relatives and friends, singer Li Jian also achieved screen-sinking achievements in his circle of friends.
Looking back on the past year, the concert has become a "powerful tool" for video accounts. After "Xicheng Boy" won the online concert with more than 20 million views in December last year, the video account seems to have finally found the most suitable business model and has frequently increased its investment in online concerts.
was also last December. The online special edition of the Chinese band Mayday "I Want to See You" New Year's Eve concert was broadcast live on @Mayday's official video account, attracting more than 16.76 million viewers, and the live broadcast likes reached 32.01 million. That night, the "Mayday Concert" became a hot topic, with more than 1 billion readings on related topics.
In April 2022, rock singer Cui Jian chose to hold his first online concert on the video account - "Continue to play a little wild". The entire live broadcast was watched by more than 46 million people, and the number of likes in the live broadcast room exceeded 120 million, breaking the record for live broadcast of the video account concert set by the West City Boy.
html In May, the "Godfather of Chinese Music" Luo Dayou joined the video account. The first "Childhood" online concert opened on the video account, quickly becoming a new wave of "Youth Memories Killing", attracting audiences from multiple age circles. During this period, Luo Dayou also had a live broadcast with Ai Yiliang and Wu Tiaoren, and continued to increase the popularity of the live broadcast room with his feelings and rich gameplay. In the end, his popularity exceeded 40 million, which became a phenomenon-level live broadcast and was hotly discussed by the public.In addition to live broadcasts, past concert replays have also become one of the directions for video accounts to make efforts. In April this year, on the 19th anniversary of the death of Leslie Cheung
, @Polykin Records screened the live broadcast of Leslie Cheung's "Hot Love" concert on its account, achieving an achievement of more than 17 million people paying attention within two hours.After this, the video account performed the trump card of Jay Chou’s “Miracle Live Rescreening Plan” and re-released the “Magic Tianlun” concert held by Jay Chou in 2013, setting off a “ Master Youth Returns to ” frenzy between the post-80s and post-90s. The number of viewers on the entire platform of the concert exceeded 50 million, setting the highest viewing record for online concerts.
Zuo Xiaozu Zhu, Pang Kuan, Wu Tiaoren, Shuimu Nianhua ... Many famous celebrity singers have begun to appear frequently on the video account. According to the online list of online video account star online concerts, more musicians will join the video account battle in the future.
Of course, it is not only the video account that uses online concerts as a "weapon" to break through the existing user circle and absorb public traffic. Douyin and Kuaishou have also launched large-scale competitions for musicians. In May this year, Kuaishou launched the "Mike Entering Summer" singing event, inviting more than 20 celebrity artists to interact with each other; Jay Chou, who is being competed by major platforms, will also hold a summer online singer party on Kuaishou.
But at present, the most dangerous enemy of Video Account is Douyin. From Liang Jingru to Stefanie Sun, and then to Andy Lau, Douyin also firmly occupied a position in the traffic battle for online concerts. Behind this time, Andy Lau and Li Jian’s live broadcast and almost “scheduled” is another confrontation between Video Account and Douyin.
3. Video accounts do not have to "copy" Douyin
In fact, this is not the first time Douyin and Video accounts have "snipers".
In May this year, the video account and Douyin launched a concert almost at the same time. The audience must make a choice between the "Godfather of Chinese Music" Luo Dayou and the "Queen of the Heaven" Stefanie Sun; in September, this time, Andy Lau and Li Jian were placed on the ring - one is a national superstar who has influenced the youth of several generations, and the other is called a "music poet" because of its gentle style of music.
From the perspective of traffic alone, the video account is obviously hard to match Douyin: Stefanie Sun's concert was final popularity of 240 million, while Luo Dayou had more than 40 million; Li Jian's live broadcast received 36 million viewers, which was a brilliant achievement in the online concert held by the video account, but it still seems that there is a gap with the 350 million viewings achieved by Andy Lau.
At the traffic level, video accounts "competition" but Douyin may be expected. Douyin, as a public opinion field that collects mass traffic, has nearly 700 million daily active users, and has stronger traffic explosive power. Douyin's strong operation is like an "invisible hand", which can also amplify the traffic scale to a certain extent; although the video account has huge WeChat traffic as the background color, WeChat itself has the characteristics of "weak operation and strong products", and its actual level is lower than Douyin in terms of creating hot products.
, but cannot "copy" Douyin's hit product, does not mean that the video account is "failed", but a natural choice based on the content ecosystem. Kath Observation found that the path taken by the video account is actually different from Douyin when it is also focusing on online concerts and expanding the platform's voice.
From the perspective of selecting people, most of the musicians selected by the video account have one characteristic: they are the youth of a generation and have made great achievements in their own fields. Although fans are not as large as national idols, their circle is stable and very loyal. such as Li Jian, Cui Jian, Luo Dayou, etc. awaken an era as soon as they open their mouths.
In contrast, although Douyin is also committed to "memory killing", the selected musicians are more inclined to popular idols. Although also has Andy Lau covering national superstars of age and trying to open up the sinking market, the overall service targets are still concentrated on young people.
In terms of recommendation mechanism, unlike Douyin's "interest" algorithm, the video account based on WeChat has stronger communication advantages, and its penetration between user circles depends more on acquaintance social interaction.
drives the public domain with private domain traffic, which is a typical feature of video accounts. In a live broadcast of , the traffic portal of the video account includes both public domain portals such as search and topic recommendation, as well as private domain portals such as group chat, circle of friends, and friend chat. The latter's sharing means that the content penetrates from one circle to another, and the private domain of video account is constantly awakened, thus bringing a higher view through dissemination.
Due to the lack of social attributes, it is actually difficult for Douyin users to form a communication chain between each other. Therefore, the advantage of Douyin is that it gathers traffic peaks in a short period of time through interest recommendation and traffic intervention, but at the same time, the cost of users' transfer is also very low.
According to the "2022 China Mobile Internet Semi-annual Report" released by QuestMobile, as of June 2022, the monthly active users of WeChat Video Account have reached 813 million, far exceeding Douyin's 680 million and 390 million. Among the video accounts, the active penetration rate of Douyin users is close to 60%.
For video accounts, before the "battle" with Douyin, the needs of high-stick users who serve the platform well, especially those high-net-worth users who have not been affected by Douyin, are extremely important, and this is also the foundation of video accounts.
On the other hand, through online concerts, the video account has gradually found an answer in commercial monetization. When
Xicheng Boy's live broadcast debut, the commercialization of the online concert was not yet revealed, but when rock musician Cui Jian was broadcast live, sponsors' title appeared in the live broadcast room of Video Number; when Jay Chou's "Miracle Live Rescreening Plan", the advertising pop-up windows inserted between the two re-screenings can directly reach the brand flagship store, from the visual design of promotional materials and the reward gifts in the live broadcast room, the brand can be seen everywhere.
In addition, the concert also "added" the sales process. Audiences click on the "Shopping Bag" in the lower right corner of the live broadcast room to enter the official brand store of TME live to purchase Jay Chou's peripheral products. At Li Jian's concert, at the beginning of each song, you can see the "whistling" FAW-Volkswagen Lan Xun.
However, for video accounts, earning popularity through online concerts is not a long-term solution. Cultivating top experts and gaining a foothold in the content level is the only "solve" of video accounts. And in the future, where will the undercurrents between Douyin and video accounts flow? What kind of situation will the confrontation between the platform appear? Kath will wait and see.
Author: Kass Data
Source official account: Kass Data (ID: caasdata6), data empowers short video content creation, operation, marketing and e-commerce to sell goods.
This article is published by Renrenshi Product Manager Cooperation Media @Cass Data Authorized by Renrenshi Product Manager. Reproduction is prohibited without permission.
question picture comes from Unsplash and is based on the CC0 protocol.
The views in this article only represent the author himself, Renren are both product managers and only provide information storage space services.
