With 2.69 million people online at the same time, why did this live broadcast become so popular?

Do you know about Kuaishou live streaming? This article starts with the popularity of Tuziya on Kuaishou live streaming, and details the reasons, the grand occasion of Kuaishou live streaming, and the secret of Kuaishou live streaming success. It is recommended for students who want to know more about live streaming.

"Let me see how many people downloaded Kuaishou specifically to watch Mr. Ya's live broadcast?"

"Secretly working out and learning to dance, and stunning everyone on stage for the first time!"

Another top anchor has come to Kuaishou. On June 8, Zhu Rongjun (Tuzi Ya) wore a princess dress and slowly appeared like Snow White, starting her live broadcast debut on Kuaishou and publicly showing her dance talent for the first time. She solemnly said, "This is a new chapter for us, a new start, and I hope we can always accompany each other."

Data from Tuziya’s first live broadcast on Kuaishou showed that the number of reservations for this live broadcast reached 5.22 million, the total number of viewers reached 100 million, the maximum number of people online at the same time reached 2.69 million, and the number of fans increased by 880,000 in a single show, which is considered to be the top level on the platform.

Such popularity is inseparable from the support of the Kuaishou platform and the popularity of the anchor. In December 2015, Tuziya was invited to become a musician under Kugou. Because of her good singing and sweet looks, she was loved by many netizens. In 2018, she began to post videos of her own cover songs on short video platforms. By chance, she quickly became popular with "Little White Rabbit Meets Cappuccino", and her fans increased by 10 million in two months. In 2020, she entered the film and television industry as a newcomer and starred in many film and television dramas, starting her development in film, television, and music.

As of now, Tuziya has 40 million fans on the Internet, making her a well-deserved top anchor. As a musician and anchor with more than 7 years of experience, why did Tuziya choose to come to Kuaishou? What is the attraction of Kuaishou live streaming to top anchors? What value can top anchors bring to Kuaishou when they "jump to Kuaishou"?

1. Top streamer with 40 million fans comes to Kuaishou

Tuziya's first live show on Kuaishou has become a highly anticipated event, thanks to her careful preparation, the full support of her friends and the support of the platform. According to Kas, Tuziya spent a lot of time preparing for the stage, constantly polishing the program list and rehearsing singing and dancing songs.

In the actual performance, Tu Zi Ya sang singles such as "Flowers Along the Way" with a moving voice, showing her charm as a sunny and healing sweet girl. Even more eye-catching was Tu Zi Ya's breakthrough performance in her debut. In order to present a higher quality performance, Tu Zi Ya studied and rehearsed the dance two weeks in advance, and finally presented two wonderful programs, "Love You" and "Dangerous Party". Among them, "Love You" is a song she specially selected for "Maitang" (a nickname for fans).

After the performance, Tu Zi Ya said, "This is my first time dancing. In the impression of my fans, I can only dance square dance. I want to show a different side of myself, so I have worked hard to learn dance. This song has a special meaning. On my birthday last year, my fans all requested this song for me."

The singing and dancing performance programs "Love You" and "Dangerous Party" took a different approach. From makeup, clothing to dance style, they all went for the royal sister style. They were charming yet agile, and a little playful in their sassyness, making fans exclaim "so beautiful, so beautiful".

The attitude of the dance performance of "Dangerous Party" to constantly break boundaries and tap into one's own potential truly reflects the essence of this debut show - "the second start of the live broadcast career."

That night, not only was Tu Zi Ya in great form, but her friends also created heartfelt content. The lineup of guests who came to support was luxurious, including top anchors such as Gao Huohuo and Liu Xiaola, as well as powerful singers such as Jin Zhiwen, Yu Haoming, and Huang Yong. Together, they brought a sincere audio-visual feast to Kuaishou users. It is worth noting that this was Yu Haoming's first performance on the Kuaishou platform, just to support Tu Zi Ya's successful debut. Jin Zhiwen also had a musical collaboration with Tu Zi Ya. That night, he sang two popular songs, "Self-Entertainment" and "Fly Away", and his singing skills were still online.

The guest lineup of Jin Zhiwen attending Tuziya’s first Kuaishou live broadcast not only reflects Tuziya’s connections, but also shows the warmth of the Kuaishou community.

As a user who watched the live broadcast throughout, Kas saw their sincere and enthusiastic interactions. For example, when Jin Zhiwen was singing, Tu Zi Ya, Liu Xiaola, Gao Huohuo and others in the audience were swaying and waving along. This relaxed and comfortable state was also passed on to users outside the screen, pushing the live broadcast to a climax. When Yu Haoming sang "Romance of One Person", the audience was quickly pulled back to ten years ago and relived a dream of their youth.

Yu Haoming attended Tuziya's first live broadcast on Kuaishou. Facing the new platform, Tuziya has a strong ability to adapt. The atmosphere of the live broadcast that day was like a warm fan meeting and a star-studded concert, which won high recognition from Kuaishou users.

On the day of the live broadcast, Tuziya gained 880,000 followers, and currently has 11.663 million followers. Kas believes that the ability to produce high-quality content may be an important reason why Kuaishou platform values ​​Tuziya.

Unlike many talent anchors, Tuziya pays great attention to the shooting and presentation of short videos, which can also be seen from the works she released on Kuaishou. Before this live broadcast debut, Tuziya updated many videos on Kuaishou, and her singing skills, expression management, makeup, and outfit all showed her professional level. Such pleasing videos have also won the love of a large number of users and attracted nearly 10 million fans. This time, Tuziya was invited to join Kuaishou because the platform saw that she could bring high-quality content to users and contribute to a more diverse and rich live broadcast ecosystem.

Talking about her future development plans on Kuaishou, Tuziya said, "Establishing a good connection with fans is something I look forward to." Specifically, Tuziya plans to continue to position herself as a musician, sing for everyone, chat with fans, set the live broadcast time to 8 pm, and try to increase the frequency. She said in her debut, "In the new year, I hope to have more exchanges with everyone and work harder."

2. Be serious and there will be a response

Along the way, Tu Zi Ya has become a top anchor through honing her singing skills, studying makeup, and interacting sincerely. From her first live broadcast on Kuaishou, she can not only handle the "sweet" style, but also try the "mature" style as her mood changes. How did she become who she is today? Let's go back to the starting point of her popularity to find the answer.

In 2018, Tu Zi Ya started posting her own cover songs on short video platforms. Besides work, she would also take time to sing live for fans. Through the creative singing of "Little White Rabbit Meets Cappuccino", Tu Zi Ya quickly gained tens of millions of fans. "At that time, I was quite confused and didn't know why this video went viral." It was also because of this song that Tu Zi Ya entered the 2019 Pop Music Gold Chart.

The creation process of this song was an accidental coincidence. Tu Zi Ya recalled, "At that time, we were just thinking of using the song "Little White Rabbit" as an idea. I just happened to click on this accompaniment without knowing it. I found that the two songs could be sung together. I thought it was magical. After trying it, everyone thought it was good, so we posted the video. There was no special arrangement. It was just a coincidence."

By continuously updating content and launching live broadcasts, Tu Zi Ya's fans grew rapidly, and she embarked on the path of a professional singer. She released her personal music album "Spring River Flowers and Moon" and many singles, such as "Moonlight Forest", "Ideal Boyfriend", "Girl by the Bridge", "Dragon Gate Inn", "You Finally Waited for Her", and "Before the Daybreak". To date, Tu Zi Ya's fans on the entire Internet have reached 40 million.

In fact, Tuziya’s style in live broadcasts is different from that in short videos. Short videos tend to be sweet, while live broadcasts show more of her temperament in her personal life, which is more cheerful and free and easy. “More male fans watch short videos, but I have a lot of female fans when I watch live broadcasts.”

In addition to being a singer, Tu Zi Ya is also an actor. Bravely changing careers and pursuing the dream of becoming a star has allowed Tu Zi Ya to gradually open up and change from being socially anxious to being “less socially anxious”.

In 2020, she entered the film and television industry as a newcomer, and starred in many film and television dramas such as "Night Detective" and "Bride of Flowers". Since then, Tu Zi Ya has begun the development of film, television, and singing. "After filming several dramas in the past two years, I don't seem to be so socially anxious. I remember a teacher told me during filming, 'In fact, when you act, you act for the audience, for the people on the scene, because they can feel you most intuitively'."

Some of Tu Zi Ya's film and television works

In Kas's opinion, timing and luck are important reasons for Tuziya's sudden fame, but her subsequent ability to continue to increase her fans, maintain her popularity, and obtain opportunities for cross-industry development still depends on her own talent and diligence . As she said in the pre-show video of her first Kuaishou live broadcast, "Every step forward is a record of sweat and hard work. Every courage to ride the wind and waves will be a new journey. Believe in yourself, be serious to the end, and there will be a response."

3. As live show streaming enters its mature stage, what does Kuaishou rely on to stay at the forefront?

As an excellent anchor, Tuziya is a microcosm of the continuous explosion of Kuaishou live streaming.

More and more top-notch anchors are flocking to Kuaishou's live broadcast room, including Liu Xiaola, Gao Huohuo, Guo Congming, Guangdong Yushen, Shen Man... They are either pop singers, dancers, or rappers, with various professional talents, but one thing in common is that they have all firmly chosen Kuaishou.

Tu Zi Ya, Gao Huo Huo, and Liu Xiao La live on the same stage

Why did they choose Kuaishou? Kass has also interviewed many top anchors who have "jumped ship". They came to Kuaishou because they valued the current and future development opportunities of the platform. In essence, it is a two-way rush, and Kuaishou live broadcasting has indeed brought them more opportunities and stages for growth.

First of all, the Kuaishou community has a high growth potential.

Kuaishou's slogan is "Embrace every kind of life", which is also the underlying value of Kuaishou. In terms of content recommendation, creators are the main focus and traffic is distributed fairly, which helps to attract users and maintain user engagement, maintaining the prosperity of the content ecosystem.

Judging from user data, the Kuaishou community still has strong appeal. In the first quarter of 2023, the user scale of the Kuaishou application reached a new high, with an average of 374.3 million daily active users and 654.4 million monthly active users.

From the perspective of community atmosphere, Kuaishou, which has a strong private domain, is warmer and more humane. Traditional platforms pay for performances, while Kuaishou is based on social interaction, which makes the emotional connection between Kuaishou anchors and users deeper. As of the first quarter of 2023, the number of Kuaishou's mutually connected user pairs reached 29.6 billion, a year-on-year increase of 57.6%.

Secondly, Kuaishou is willing to spend time and traffic to support anchors.

In Kuaishou's live broadcast ecosystem, there are not only e-commerce live broadcasts, but also a variety of rich live broadcast content, and impressive revenue generation capabilities. Since this year, Kuaishou has also attached more and more importance to co-producing high-quality content with anchors. The official also attaches importance to and is willing to support anchors in producing good content.

Kuaishou Live revealed at the 2022 Photosynthesis Creator Conference that it would provide 500 million in cash and 3 billion traffic in 2022 to encourage high-quality content creation and empower anchors to grow, focusing on content ecosystem construction and escorting the growth of high-quality anchors on Kuaishou. It is reported that live broadcast +, including fast recruitment, ideal home and blind date business, is also one of the areas that Kuaishou Live focuses on layout and exploration.

Currently, Kuaishou Live is recruiting high-quality content anchors in multiple categories such as singing, dancing, and traditional culture. Through refined operations and policy support, guilds and anchors at different development stages can find suitable development space and content tracks on Kuaishou.

At the same time, Kuaishou Live also provides operational support for these anchors. Anchors such as Guo Congming, Gao Huohuo and Liu Xiaola, who debuted in the first half of this year, all used multiple camera positions to shoot and presented their content to Kuaishou users in the form of high-definition live broadcasts under the guidance and support of Kuaishou Live operators. Users can choose to watch it in Blu-ray quality. These problems that troubled the anchors were effectively solved with the help of Kuaishou platform operators.

Finally, with the help of the platform's multi-party operations, high-quality anchors can be seen and recognized by more people.

In the past two years, Kuaishou Live has continued to expand the boundaries of live content and build core IP.

In order to cultivate high-quality anchors, Kuaishou created a live-action variety show "Sounds Like Summer Flowers" where 18 anchors competed in talent, and 9 of them made their debuts. Data shows that the program "Sounds Like Summer Flowers" has been viewed over 1.6 billion times and has received over 15.1 billion total online exposures. This shows that Kuaishou is cultivating a new generation of anchors to feed back to the live show ecosystem.

In 2021, Kuaishou also released the list of the top 100 anchors of Kuaishou in 2021, focusing on supporting niche traditional arts in the field of show live broadcasting, such as lion dance, Errenzhuan, suona, etc. In 2022, the top 100 list further demonstrated the support for high-quality content. (Click here to view: The top 100 anchors that cannot be defined)

In addition, Kuaishou Live has continued to create multiple content IPs on the site and continue to empower high-quality content, such as Kuaishou 666 Fire Camp, Kuaishou Good Voice, and Bole Plan. Kuaishou Live hopes to use diverse activities to encourage anchors to create high-quality live content while also effectively helping anchors with high-quality talents such as dance and music to be seen.

At the same time, Kuaishou Live also helps top anchors achieve all-round development. Gao Huohuo, who returned to Kuaishou in April this year, was created a new song "Willingly" for the platform based on his live broadcast style and musical attributes. From the lyrics to the arrangement, it deeply highlights the deep friendship and two-way running between Kuaishou fans and anchors. It is reported that the song will be officially launched on June 12.

Gao Huohuo sang "Willingly" in his first show at Tu Zi Ya

In order to retain users' attention, live show broadcasting, which has been around for more than ten years, still needs to continue exploring content and commercialization models.

We have seen that Kuaishou's live broadcast has made useful explorations and positive guidance for the industry. In March this year, Kuaishou was also selected as one of the "Excellent Cases for Improving National Digital Literacy and Skills in 2022". Focusing on "live broadcast +" and "short video +", Kuaishou continues to explore in the fields of recruitment, real estate, and blind dating, providing more ordinary people with new opportunities, new careers, and new scenarios.

As the anchor growth system becomes more complete, users will also enjoy a more diverse and interesting live content ecosystem. This is a win-win situation for all three parties.

Author: Kas Data

Source: WeChat public account: "CaasData (ID:caasdata6)"