One live broadcast attracted millions of viewers, and the number of followers increased by over 100,000 in a single month. Is Xiaohongshu's content live streaming the next trend?

Xiaohongshu content live streaming is becoming a new traffic outlet. Many creators interact with netizens through live streaming, establish emotional connections, and provide practical experience or emotional value, thereby achieving rapid growth in fans and effective monetization of content.

Another unconventional live broadcast room has become popular.

Zhao Xiaohui, who frequently comes up with golden quotes and funny jokes when talking about the workplace on the talk show stage, is a close friend of thousands of netizens off stage. Recently, she live-streamed her daily overtime work on Xiaohongshu, and when she got anxious, she would complain, "Can't Word write it itself? Why does it require me to type it word by word?" She also said, "Overtime work must leave traces. From now on, I will live-stream my overtime work and then send the link to my boss."

This mental state of "acting as if I were working overtime" resonated with countless netizens.

Up to now, Zhao Xiaohui has done four live broadcasts on Xiaohongshu, and she has topped the Xiaohongshu popularity list in almost every broadcast. Her remarks complaining about the workplace in the live broadcast room have gone viral several times and have become a hot topic on Weibo. According to data from Xinhong, the live broadcast on October 10 was viewed by more than 620,000 people, bringing in nearly 8,000 new fans.

Today, Zhao Xiaohui defines her Xiaohongshu live broadcast as a "weekly report", which is held once a week for two hours. She also plans to set up a whiteboard to write the live broadcast agenda. People watching the live broadcast can apply to write meeting minutes and report to her via the microphone after the live broadcast. It can be called a "cow-horse meeting room."

Zhao Xiaohui's live broadcast of overtime work is a "blast" in the entire live broadcast industry, but it is also very "Xiaohongshu". After all, in the past six months, more and more live broadcast rooms have emerged from Xiaohongshu.

For example, Li Dan, who is now known as the "emotional blogger", holds up his mobile phone in the Xiaohongshu live broadcast room, reads various emotional stories, and makes sharp comments from time to time, which attracts a large number of netizens to stop and watch. His fans increased by 400,000 in 4 months, and he drove the monetization of the live broadcast room's supporting business by relying on the content.

Ordinary people also have the opportunity to become famous in Xiaohongshu's live broadcast room. For example, "Jiang Jiang Jiang Xiaoli", a financial worker, who just started to use Xiaohongshu in February this year, live broadcasts in English after get off work to talk about the workplace, and has accumulated nearly 200,000 fans;

Fresh graduate "Wenshui Xiaokai" started live streaming the game "Egg Party" on Xiaohongshu in March last year. While gaining 900,000 fans, he also opened his own "one-man company" and earns 30,000 yuan a month.

These live broadcasts are rooted in the Xiaohongshu community content, starting from the individual life of the anchor, interacting with netizens live, establishing emotional connections, providing practical experience or emotional value, and gradually developing into the third content form after pictures, texts, and videos.

So, what opportunities does the Xiaohongshu community live broadcast, where popular cases continue to emerge, mean for creators?

1. With over 100,000 followers added in a single month, has Xiaohongshu Live created a new “top streamer”?

When hundreds of thousands of people crowded into Li Dan's Xiaohongshu live broadcast room at the same time just to watch him read emotional stories such as "Post-00s female college students sort out their love affairs" and "Can you marry an honest man?", many people's stereotypes about live broadcasting were overturned.

There is no elaborate makeup, no high-end lighting or scenery. He just lies down on a bed, almost in a state of "broadcasting however he wants", and he is extremely relaxed.

This is exactly the charm of Xiaohongshu community live broadcast, everyone can be themselves and broadcast what they are good at. Li Dan turned the live broadcast room into an "emotional radio station". Having been engaged in mass entertainment for many years, he is familiar with the art of Internet speaking. He can play with memes and be sincere, giving enough emotional value.

When he saw a post about a girl dating several people at the same time, he laughed and said, "Sister, you are a natural at dating." When netizens complained that they couldn't take a break, he said, "Then go be a vagrant."

But when he encounters letters from those who are truly confused and bewildered, he will give sincere advice to enlighten them, such as "loving yourself is allowing yourself to be not excellent."

Thanks to the dramatic emotional stories and deep emotional interactions in the live broadcast room, Li Dan's Xiaohongshu account gained 400,000 followers in 4 months. New Hongshu data shows that his followers increased by more than 100,000 in the past 30 days, with an average increase of 20,000 followers per live broadcast.

Li Dan is not the only one who has gained a new wave of traffic by live streaming content that is close to life. The 59-year-old "Sister Olga" is a heroine who has "made it all" in the workplace.

She became the general manager of the Barbie Doll Company at the age of 29, the general manager of KFC at the age of 36, joined Timberland at the age of 42, and helped the brand double its sales in China. At the age of 57, she chose to become a full-time Xiaohongshu creator to share her career experiences over the years.

Since April, "Sister Olga" has seized the opportunity of Xiaohongshu's live broadcast and started chatting with fans about work experience via live broadcast. This has attracted many people to come and consult on specific issues such as "What to do if performance targets are not met" and "How to get noticed by the boss when entering the workplace". She gave her experience guidance one by one and became a "workplace consultant" in the hearts of netizens.

After four months of live streaming, the number of followers on the Xiaohongshu account of "Sister Olga" increased by 200,000, which exceeded the total increase of followers of the account in the past few years. "Every time I live stream, I gain at least 1,000 followers, and as many as 4,000 or 5,000," said "Sister Olga."

Even if you don’t have a fan base, joining the Xiaohongshu community live broadcast is one of the effective ways for newcomers to establish an account.

Looking back at the account traffic of Xiaohongshu in the past six months through Xinhong data, the editorial department of Xinbang found that a game account named "Xiaoyingzi" was one of the dark horses in terms of fan growth. Thanks to the live broadcast of the game "Egg Party", the number of fans on Xiaohongshu has increased by more than 930,000 in half a year. As of now, the number of fans on Xiaohongshu has reached 1.33 million.

"Xiaoyingzi" started sharing the game videos of "Egg Party" on Xiaohongshu in July last year, and started live broadcasting the game of "Egg Party" at 6 pm every day since August last year, which attracted a large number of "Egg Party" game users' attention. She also performed her own Egg Party skits in Sichuan dialect, which were very memorable. The account has since gained followers rapidly.

"Tired of living, come for a blind date" is a live broadcast on Xiaohongshu with zero fans, and it "groups up" in the live broadcast room at 9 pm every night to connect with the microphone. Different from traditional blind date live broadcasts, the netizens in the "Tired of living, come for a blind date" live broadcast room seem to have no burdens, and many girls appear without makeup and receive kind compliments.

They chat about their views on mate selection and life, and also show off their talents such as dancing K-pop or practicing Ba Duan Jin. No matter what they say or do, the account operator "Huo Teacher" will respond, applaud or praise them.

This kind of live broadcast room, which is a community of acquaintances, has touched the emotional needs of many young people. The most popular live broadcast has attracted nearly 200,000 viewers. Thanks to the increase in fans through live broadcasts, the "Tired of Living, Come for a Blind Date" program, which has been operating since December last year, has accumulated 60,000 fans.

2. From generating traffic to making money, is Xiaohongshu live streaming a good business?

Compared to gaining 100,000 followers in a single month, some practitioners are more concerned about: Can they make money?

After all, the story of "generating electricity with love" is not uncommon, but we have seen that most of the Xiaohongshu live broadcast rooms have found an effective way to realize profits, with both "people field" and "money field". It is understood that the "Xiaoyingzi" live broadcast room earns more than 30,000 yuan per month, most of which comes from gifts given by fans in the Xiaohongshu live broadcast room.

Some Xiaohongshu anchors also choose to post product links and monetize through "support purchases". Li Dan's live broadcast room is a "small store" he runs, selling snacks, daily necessities, etc.

But he seldom actively promotes his products. Reading gossip seems to be his serious job. Sometimes he would find opportunities to insert a few promotional statements. For example, if someone is unable to get over a breakup, he would sell them a pair of slippers to help them get over it. If someone says that they feel nervous when having physical contact with a colleague they like, he would immediately sell them beef jerky, saying "Every time I see a colleague, I hold his hand."

Netizens were indeed very supportive. They placed orders on their own while listening to the jokes, and Li Dan was ranked first on the Xiaohongshu buyer list many times. According to Xinhong data, the average sales of Li Dan's Xiaohongshu live broadcast room exceeded 1.3 million per show in the past month.

Some live broadcast practitioners believe that good sales do not require shouting, and value recognition can facilitate transactions. Li Dan's "shop" uses content to attract a large number of netizens who can agree with his views. Without deliberately shouting all over the place, it can also drive many people to place orders "automatically".

However, although sending gifts and supporting purchases are currently the most mainstream forms of monetization for Xiaohongshu community live broadcasts, the potential for commercialization is far more than that. A popular live broadcast IP is a key to the business world. As long as the soul of the live broadcast room, that is, the creator, is there, new forms will continue to be explored and discovered.

Olga's workplace live broadcast room has developed a variety of commercial forms. She can do knowledge payment and implant brand cooperation in the live broadcast room. For example, the women's clothing brand SENSE BY MEI sponsored her live broadcast room some time ago. If the fans of the live broadcast room have more good things to share, Olga can also provide product links and do shopping.

As live streaming becomes more popular, the anchor's Xiaohongshu account has accumulated more fans, and its commercial value will continue to increase, thereby driving other income such as notebook business orders. Xinhong data shows that "Wenshui Xiaokai" has cooperated with brands such as Tmall, Yimeng Jianghu Mobile Game, and Quduoduo, and "Xiaoyingzi" has also received orders from brands such as Xiaomi and Aibi.

3. Life is a wilderness, and so is live streaming

Whether it is to attract traffic or make money, Xiaohongshu anchors have shown a sense of "relaxation". They do not seem to be aiming for a certain traffic number or sales, but are focused on showing what they want to share and interact with in the live broadcast room.

A fan of the "Tired of Living, Come for a Blind Date" live broadcast room said: "It feels like Mr. Huo really treats the people in the live broadcast room as friends, not just trying to gain followers."

When live streaming becomes a creative tool rather than just a commercial means, it also means that there are as many forms of live streaming content as there are lifestyles on Xiaohongshu.

From this perspective, this type of community live broadcast with strong content social attributes will be one of the biggest trends for Xiaohongshu and even the content industry in the second half of the year.

The continuous popular live broadcast cases have verified Xiaohongshu’s ability to activate traffic. The diversified monetization paths provide an economic basis for continuous creation, and creators’ income such as increasing fans, making money, and building personal IP is a natural result.

Once the live broadcast IP is established, in addition to the income from the live broadcast room, it will also extend to more scenarios. For example, the cyber blind date IP such as "Let's go on a blind date if you're tired of living" has an offline bureau, and Li Dan's "convenience store" IP may also create offline variety shows, open offline stores, etc. in the future.

Moreover, good live streaming does not necessarily have a high threshold. Ordinary people can also chat about life or content that they are interested in and good at in the Xiaohongshu live broadcast room, and have the opportunity to be seen.

Just like when Zhao Xiaohui became famous for live-streaming her overtime work, some netizens lamented: "Workers are the ones who should live-stream. They can live-stream doing experiments, live-stream writing reports, live-stream meetings, live-stream slacking off, live-stream resigning, live-stream job-hopping, live-stream struggling to meet deadlines..."

The editorial department of Xinbang has seen that Xiaohongshu has released a clear signal of supporting community live broadcasting. Now the live broadcast content is integrated into the double-column flow of Xiaohongshu's homepage together with pictures, texts and video notes;

Once the creator starts broadcasting, the account avatar will be surrounded by a circle of flashing breathing lights, which will serve as a strong reminder and can be seen throughout the Xiaohongshu space.

Live broadcast breathing light penetrates the entire Xiaohongshu

Relevant support policies are also ready. According to practitioners, Xiaohongshu will provide full operational support for live broadcasts, such as helping to analyze the personal characteristics of creators in the early stage, assisting in the planning of live broadcast content, and there will be content diagnosis and review after the broadcast, as well as more exposure support in terms of traffic, etc.

More and more creators are eyeing the traffic dividend of Xiaohongshu community live streaming. Data shows that the total number of Xiaohongshu live streaming creators increased by 2.48 times in the first half of this year, with a higher growth rate than video creators and large-scale creators.

It can be predicted that with the community content ecology of Xiaohongshu live broadcast, more "Xiaoyingzi" will become popular and "Zhao Xiaohui" will become popular.

Author | Truffle Editor | Zhang Jie This article is written by the operator author [Xinbang], WeChat public account: [Xinbang], original/authorized to be published on Operation Party, and any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.