Live broadcast is for the public good: phonograph, magnifying glass, voting machine

With the intervention of the Internet, charity has become more commonplace, and many Internet companies are also trying to explore more possibilities for charity. Among them, the charity attempts of live broadcast platforms may provide some inspiration. In this article, the author disassembles relevant cases and interprets the charity methodology of live broadcast platforms. Let's take a look.

The Internet is changing everything, including charity.

With the intervention of the Internet, charity has become daily, convenient and social. It is no longer just about queuing up to donate money and materials when a major disaster strikes, nor is it just about one person or an organization putting on a show.

In the long-term development exploration, many Internet companies are also thinking about how to mobilize more social resources to participate in it, promote the cultivation of public welfare awareness, and realize public welfare for all. The emergence of live streaming has brought new digital tools for "breaking the circle of public welfare."

In this in-depth industry article, we will analyze the public welfare cases of four live streaming platforms to explore the public welfare methodology and future trends of live streaming platforms.

1. In the era of public welfare 3.0, innovation becomes the core driving force

Looking back at the development of public welfare, it can be found that it has roughly gone through three eras.

The 1.0 era of charity was emotional charity. In this stage, people donated more or participated in some designated charity activities. Most of the initiators were representatives of official institutions. From the perspective of overall participation, it lacked basic and extensiveness.

The era of charity 2.0 is rational charity. At this stage, the important change is the intersection of charity and business. On the one hand, enterprises can help social groups by doing charity, and on the other hand, they can enhance the credibility of the enterprise itself and help business growth. It can be said that business empowers charity, and charity also feeds back to business.

One thing that needs to be mentioned is that there is no contradiction between public welfare and business. However, how to balance commercial interests and social values ​​is both a skill and a science.

The era of charity 3.0 is about innovative charity. Charity participants should use innovation to break the original cognition, so as to mobilize more potential resources, use limited time and resources, solve social problems more efficiently and on a large scale, and finally achieve the co-creation of business and charity.

If we were to say what the biggest change the Internet has brought to charity is, the most important thing is that it has allowed more people to participate and provided more people who are willing to lend a hand with a way to do so. The emergence of live broadcasting has not only accelerated the spread and popularization of charity, but has also continuously broken boundaries, giving this field more room for imagination.

From the horizontal axis, the field of live streaming + charity is becoming broader.

From the vertical axis, the depth of integration of live streaming and charity is also deepening.

Feiyu Finance selected the charity activities of four live broadcast platforms, including Douyu, Huya, YY, and Huafang Group. With the help of these live broadcast platforms, we will analyze the new ideas of live broadcast + charity.

2. Douyu: From point to line and then to surface, extending the charity scene

As early as 2015, Douyu began to try live broadcasting of public welfare content. However, at that time, many people did not quite understand why a game live broadcast platform should be combined with public welfare. In the fierce competition of live broadcasting, it seemed a bit unprofessional.

But as time goes by, Douyu has extended the power of public welfare to various fields. In addition to traditional donations, donations of goods, and targeted assistance, Douyu has also made many innovations in the form of live broadcast + public welfare.

In the field of rural revitalization. With the arrival of the fifth Chinese Farmers' Harvest Festival, Douyu and China Youth Daily jointly held the Communist Youth League's "Youth China Autumn Harvest" charity live broadcast to help farmers series of activities. During the event, Douyu invited several top anchors on the platform to serve as "good product recommendation officers" to promote featured agricultural and sideline products through live broadcasts, helping local industrial development and rural revitalization.

In addition, Douyu uses interesting presentation methods to call on more netizens in the live broadcast room to participate in the agricultural assistance activities, such as live broadcast recommendation, barrage lottery, video show, etc.

In the field of biodiversity conservation. In December 2022, under the guidance of the Wuhan Municipal Bureau of Agriculture and Rural Affairs, Douyu joined hands with the Wuhan Baiji Dolphin Conservation Foundation, Huawei and other institutions to jointly launch the "Digital Yangtze River Dolphin" public welfare program.

In the first phase of the project, Douyu designed and launched 6 "digital finless porpoises" of various shapes and cute appearances, and distributed 12,000 "digital finless porpoises" to netizens online for free. In the second phase of the project, Douyu anchor Yu Shen donated 50,000 yuan and adopted a Yangtze River finless porpoise numbered "T21F01".

A relevant person in charge of Douyu said that for Douyu, the top anchors on the platform are the advantageous resources of the platform. We will also invite a lot of anchors to participate in the live broadcast activities, and use the anchors' appeal among the fan groups to attract more netizens to pay attention to and participate in public welfare activities, so that the communication attributes of the live broadcast platform can play an increasingly greater value in public welfare.

In terms of youth growth, Douyu organized the 2022 "Protecting Young People and Reading the Fish" public welfare project, and joined hands with its Shenzhen DYG e-sports team to jointly invest 66,666 yuan to donate and build the Yuyue Library at Fasi Primary School in Jiangxia District, Wuhan, and donated 2,000 high-quality books, including classics, humanities and social sciences, fairy tales and other categories.

Douyu's charity activities are far more than these. In the "2022 Corporate Social Responsibility Report" released by Douyu, Douyu launched more than 10 charity projects in 2022. From point to line to surface, Douyu's charity covers the fields of caring for the growth of young people, rural revitalization, intangible cultural heritage inheritance, biodiversity protection, etc. More than 200 top anchors participated in poverty alleviation, charity, volunteer service and other fields.

The relevant person in charge of Douyu told Feiyu that Douyu will carry out more public welfare activities at appropriate opportunities this year. At the same time, we will continue to make efforts in rural revitalization, intangible cultural heritage inheritance, and biodiversity protection, create more novel public welfare projects, and encourage netizens to do good things together.

3. Huya: 20,000 positive live broadcasts

When talking about Huya's original intention to launch the charity project, Huya executives said that it was mainly based on three considerations:

First, Huya has always wanted to do something that is beneficial to users and society. Second, we hope that live streaming, a relatively advanced content carrier and dissemination method, can influence more people to establish a sense of public welfare and responsibility. Third, we hope to achieve some small results and fill some gaps in social management by integrating live streaming with content in various fields.

Huya is also following this original intention and continuously making efforts in public welfare, such as the "Dream Sailing" disabled anchor support program initiated by Huya.

Huya has joined hands with the Disabled Persons' Federation, foundations, public welfare organizations, charity associations and other social forces to help people with disabilities master the knowledge of the live broadcast industry and the skills of anchor positions, thus broadening the employment and entrepreneurship channels for people with disabilities. In addition, Huya has also specially produced a "Guide to Start Broadcasting" for disabled anchors, becoming the first live broadcast platform in China to issue such guidelines.

In addition, Huya also plays an important role in how to use the innovative method of "live broadcast +" to spread environmental protection and animal protection concepts more widely and effectively, combining its own platform advantages.

In 2022, Huya joined hands with domestic and international charitable organizations - the International Wildlife Trade Research Organization (TRAFFIC), the International Fund for Animal Welfare (IFAW) and the China Wildlife Conservation Association (CWCA) to launch the "Tiger Protecting Home" environmental protection charity program, using the innovative form of "live broadcast +" to create a clear network and build a green home.

As part of a series of activities, Huya launched the "Tigers Defending Their Homeland and Protecting Wild Tigers" public welfare event on Global Tiger Day. Through celebrity + anchor promotion, online + offline integration and other forms, it allows public welfare organizations, e-sports anchors and netizens to easily establish two-way communication, and will reach a wider range of people with a high degree of information acceptance, such as paying attention to biodiversity and sustainable development.

In terms of youth safety education, Huya teaches students relevant knowledge such as home safety and fire escape through the "HU You Safely Protect Happy Summer" safety science class, guiding students to spend a safe and happy summer.

It is understood that Huya has participated in and witnessed more than 21,600 positive live broadcasts through more than 20 types of live broadcasts, with more than 30,000 Huya anchors participating and the live broadcast time exceeding 250,000 hours. All these have laid a more persistent foundation for Huya's future public welfare path.

4. YY: Building a public welfare Juguang Alliance and analyzing ecological value

According to the "2021 Online Live Streaming Industry Report", as the standardization of online live streaming content increases, major platforms are actively promoting "live streaming +", among which "live streaming + positive energy" related content is favored by more and more users.

In 2021, YY Live, the association and anchors jointly established the "YY Live Torchlight Alliance" to jointly build a positive energy live broadcast ecosystem. The Torchlight Alliance will carry out live broadcast activities in many fields such as cultural heritage, rural revitalization, public welfare assistance, and youth protection.

It is understood that in terms of cultural inheritance, YY’s "Inheriting Craftsmanship, Exploring Intangible Cultural Heritage" series of long-term live broadcast activities on intangible cultural heritage will involve more than a dozen intangible cultural heritage inheritors and dozens of anchors, helping more than 10 intangible cultural heritage projects such as Lingnan Guqin, Cantonese porcelain, Foshan paper-cutting, lanterns, and Pan Gaoshou to move from behind the scenes to the front stage and reach more audiences.

In order to upgrade the communication of cultural heritage again, YY has further launched the "Intangible Cultural Heritage Dream Plan", aiming to give full play to the advantages of the live broadcast platform such as wide audience, traffic concentration, and real-time interaction, and to strengthen the cultural communication model of "live broadcast + intangible cultural heritage".

The "Intangible Cultural Heritage Dream Building Plan" will allow intangible cultural heritage to catch the live broadcast express and complete the "dream building" on the "cloud" by planning a series of activities such as "Intangible Cultural Heritage Open Classes", "Intangible Cultural Heritage Cultural and Creative Development", and "Craftsmen Live Broadcast Special". At the same time, it will also allow intangible cultural heritage inheritors and craftsmen to step out of the studio and enter the live broadcast room to open up the main online intangible cultural heritage battlefield.

Taking the Guangdong Lion Dance, the first project to be deeply supported by the "Intangible Cultural Heritage Dream Building Plan" in 2023, as an example, the YY Live Torch Alliance will lead its guilds and anchors to assist in the inheritance of the intangible cultural heritage lion dance culture from multiple angles such as donation support, special live broadcasts, charity exhibitions, cultural and creative development, and intangible cultural heritage lectures, and help intangible cultural heritage inheritors enter the "new stage" of live broadcast.

It is understood that YY has held a total of 5,831 positive energy live broadcasts in 2022, with a cumulative positive energy live broadcast duration of more than 62,000 hours, more than 680 million viewers watching the positive energy live broadcasts, and more than 55,000 anchors participating in the positive energy live broadcasts, including many first-line Internet celebrity anchors with more than 10 million fans across the entire network.

Lu Yuan, vice president of Baidu Group and head of YY, said: This year we will continue to focus on the inheritance and dissemination of intangible cultural heritage, and launch a series of activities to give full play to the advantages of the live broadcast platform and continuously provide new impetus for the promotion of traditional culture and the development of positive energy undertakings.

5. Flower House: Providing New Impetus for Rural Revitalization

Huafang Group has also been committed to public welfare for a long time.

Through the "live broadcast +" model, Huafang Group has opened up a new way to generate income for disadvantaged groups and expanded the influence of public welfare. For example, recently, Huafang Group officially launched a series of public welfare IPs to support rural areas - the "Spring Field Plan".

Huafang Group will use Huajiao and Liujianfang as its main platforms, and join forces with foundations, institutions, organizations, brands and other forces to promote new products, new scenes and new experiences in rural cultural tourism, promote rural cultural and tourism consumption, and jointly contribute to the cause of rural revitalization.

On the one hand, the "Spring Field Project" brings good wishes from the platform and users to local villagers through the performances of the anchors. On the other hand, it opens a window to the outside world through live broadcasts, allowing more people to see and pay attention to rural life and development, and feel the beautiful life and simple folk customs in the countryside. It continues to explore new paths of "rural cultural tourism + digital economy" that can be replicated, learned from, and promoted, providing new impetus for rural revitalization.

Previously, Huafang Group has been exploring and trying for many years in the field of live broadcasting to help farmers. Through the form of "online interaction + offline experience", it has effectively promoted the intangible cultural heritage in many regions of China, driving the inheritance of local intangible cultural heritage and the development of cultural tourism.

It is reported that in 2020, Huajiao Live Broadcasting's Rural Revitalization Live Broadcasting Station entered Gannan Tibetan Autonomous Prefecture, Liangshan, Sichuan, Dayu, Jiangxi, Lhasa, Tibet and other places, and brought 17 poverty alleviation live broadcasts to these places and assisted in the construction of 25 "Huajiao Live Broadcasting Stations for Rural Revitalization".

In the future, Huafang Group will continue to work with multiple partners such as foundations, institutions, organizations, and brands to enable charity to empower greater industry value.

6. Live broadcast is for the public good: phonograph, magnifying glass, voting machine

Today, live broadcast platforms continue to leverage the advantages of "live broadcast + charity" and demonstrate their value in multiple social fields. With the support of live broadcast, charity has also gained the ability to solve more profound social problems.

On the one hand, compared with traditional media such as pictures and texts, live streaming has more advantages in terms of scene, immersion, and reality. This advantage also further expands the boundaries of "live streaming +".

On the other hand, live broadcast + charity can reach all followers at the first time, and at the same time has the characteristics of transparency, openness, and authenticity, breaking the embarrassing situation of information asymmetry and greatly solving the trust problem in charity.

Major live broadcast platforms have laid out public welfare, and have successfully ignited a national public welfare craze. While enriching the content of live broadcasts, they vigorously spread the positive energy of enterprises. However, public welfare should not be limited to traditional one-time donations, nor is it limited to financial assistance. It is also necessary to let those complex groups come to the front and let the world hear their voices.

Live broadcast is for public welfare: phonograph, magnifying glass, voting machine, love also needs the support and amplification of technology.

Author: wx; Article architect: Hua Ge

Source: Feiyu Finance (ID: feiyucaijing2021), discover the little beauty in every little bit