Momo Live’s “connected screen interaction” gameplay has become popular. How can it help anchors increase traffic and revenue?

What is the "interactive screen" live broadcast method? How does it help anchors increase traffic? This article first introduces the live broadcast format of the interactive screen method, then shows some high-quality derivatives of live broadcast content under this background, and analyzes the impact of this format on anchor traffic revenue. Finally, it analyzes the mutual influence between this model and the live broadcast platform. It is recommended for people who are interested in the live broadcast format to read, and I hope it will be helpful to everyone.

The interactive gameplay of connected screens on Momo Live has become popular.

As the name suggests, the screen-to-screen interaction is the connection and interaction between anchors, and the gameplay is not new. But what is new about Momo Live's screen-to-screen interaction is that the traffic is connected - it aggregates multiple live broadcast rooms connected to the anchors, and users can communicate with each other, which is equivalent to the anchor entering the room bringing his own users into a large live broadcast room.

In addition to providing new traffic expansion channels for anchors, another highlight of Momo Live's screen-interactive gameplay is the introduction of the host role, which can create more high-quality content while providing anchors with diversified growth channels.

Through the interactive gameplay of connected screens, in addition to the increase in traffic, the anchor's revenue has also increased significantly, thereby enabling the anchor to grow. The head of a Momo guild clearly felt the official support for the interactive gameplay of connected screens, and said that in addition to benefiting mid-level anchors, it is more friendly to new anchors.

Currently, Momo has upgraded this gameplay, launching the "Nine-player Connected Screen" and "Melee Competition" gameplay. It is reported that Momo will also start recruiting high-value nine-player hall teams in April. This has also become a new opportunity that many guilds are paying attention to.

1. Interactive gameplay with multiple screens becomes popular

The "connected screen interaction" live streaming method is not unique to Momo Live, but also available on other live streaming platforms.

However, the interactive gameplay on other platforms is either multiple anchors entering one live broadcast room, or multiple anchors competing online, but the users of each anchor’s live broadcast room are separated and not interconnected.

The unique feature of Momo Live's multi-screen interactive mode is that it aggregates multiple live broadcast rooms connected to the anchor to form an interactive hall, and the audience in the hall is all the users connected to the anchor. It is equivalent to each anchor who enters the interactive hall and brings his own users to a large live broadcast room.

This means that the traffic of the interactive hall live broadcast room is at least 6 times that of the past, and the anchors entering the interactive hall can get 6 times the exposure of the past.

According to Momo's official statistics, compared with the video live broadcast data, the benchmark hall of Lianping Interaction performed well in terms of 1-minute viewing rate and average viewing time per person; the monthly broadcast time of new anchors joining Lianping Interaction increased by 40% or more, especially the top and middle-level anchors, which increased by 80% or more.

In addition to providing new traffic expansion channels for anchors, Momo Interactive Hall also has a highlight of introducing the host role, which can create more high-quality content while providing anchors with diversified growth channels.

In addition, Momo Interactive Hall has also recently made innovations in gameplay.

For example, the "Nine-person Connected Screen" increases the interactive hall from 6 live broadcast positions to 9, which is usually composed of 1 host and 8 anchors. The host then guides the anchors to show their talents in turn to gain user support. Finally, the anchors who receive less support will be punished or perform.

There is also a "melee competition". Unlike the previous group competition, the anchors in this room will each be a team and fight only for themselves.

This can fully mobilize the enthusiasm of the anchors. In order to avoid being eliminated or punished, the anchors will gain support from fans by showing their talents or charm. The audience will comment in the chat, making the live broadcast room very lively.

In addition to bringing a sense of freshness to users, this gameplay has also been favored by many anchors.

"We feel that the platform provides support for the interactive gameplay of connected screens. In addition to benefiting our mid-level anchors, it is also very friendly to us in bringing in newcomers."

Guild leader A of a Momo guild said that the interactive gameplay of connected screens is currently very popular on Momo. In addition to the official high-quality operation capabilities, Momo's user-friendly and open-minded attitude towards new things has also promoted the popularity of this gameplay.

"The anchors who wanted to connect to our guild hall before have to queue up for reservations since this afternoon. This function allows more anchors to connect, and the anchors are very happy." Guild President B said.

At the same time, there are reports that Momo will start recruiting high-value nine-person hall teams in April. This has also prompted many guilds to organize their anchors to test the waters, while screening high-quality anchors who are adapted to this type of gameplay.

2. Derivative high-quality content

It can be seen that the interactive gameplay of connected screens, on the one hand, can present the talent content of multiple anchors to the audience, creating a more frequent interactive scenario between users and anchors; on the other hand, it also uses the competition between anchors to enhance the fun of the interaction between users and anchors, and ultimately produce more exciting program effects and popular live broadcast topics.

Moreover, this gameplay has also spawned rich and diverse high-quality live broadcast content.

For example, in the live broadcast room named "Yayun Chinese Music Hall", when the pipa anchor Ren Xiaosu had just finished playing the passionate song "Ten Sides of Ambush", the anchor Jia Ya, who was originally in the 5th microphone position, took over the 1st position. Many viewers in the live broadcast room were unfamiliar with the instrument she was holding.

At this point, the host said, "Does anyone know the name of this instrument? I'm sure there are some, but not necessarily many."

Afterwards, he revealed the mystery and told the audience that the instrument in Jia Ya's hand was the horse-head fiddle, and then he told a touching story about how the horse-head fiddle was born. After he finished, Jia Ya played a blood-boiling song "Ten Thousand Horses Galloping" with the horse-head fiddle, and the users in the live broadcast room exclaimed "Too cool".

The "Yayun Chinese Music Hall" is a Chinese music hall composed of professional musical instrument hosts including flute, erhu, guzheng, horse-head fiddle and pipa. It can be said to be a breath of fresh air on Momo. The hosts of each instrument perform in turn, bringing everyone the most familiar and classic music of all ages, inheriting Chinese music and promoting traditional culture.

In addition to interactive live broadcast rooms with multiple screens like the "Yayun National Music Hall" which are staffed by professional musical instrument hosts and perform their talents, interactive live broadcast rooms with multiple screens where role-playing can be performed are also popular with the audience.

For example, in the live broadcast room "Yuyang Talent Hall" where the plot of "My Fair Princess Arrives", except for the host, the other five anchors are all characters in the classic film and television drama "My Fair Princess": Xiaoyanzi, Ziwei, Erkang, the Queen and Hanxiang.

In the live broadcast room, the anchor restored the roles and scenes, and used the plot to drive the guests' talent performances. The classic TV drama plot was used as the main line, and the talent performances were combined with the preferences of entertainment live broadcast users. For example, the queen walked in a funny posture and Ziwei danced modern dance, which made the audience laugh. The atmosphere in the live broadcast room was very lively. In addition, each link in the live broadcast room was decided by user voting on the next story direction, which was very interactive.

It is understood that in addition to the talent and role-playing content represented by the above two live broadcast rooms, the content types of Momo's interactive live broadcast room currently also cover special programs such as New Year's Eve and Lantern Festival theme programs, entertainment talk shows, virtual images, etc.

The anchors have come up with new ways to play this game and created a lot of high-quality content.

3. Empowering anchors to grow

In terms of revenue performance, Momo Live Interactive Hall also has a good empowering effect on anchors. According to Momo's official statistics, the average daily turnover of anchors participating in the multi-screen interactive gameplay increased by 193%, and the average daily attention per person increased by 161% month-on-month.

Momo, which has always been focused on operations, also launched an in-site activity for the interactive hall: the first season of "MOMO Girls Choir". This interactive hall, which mainly showcases talents, was well received by the audience as soon as it was launched.

"MOMO Girls Choir" invited well-known anchors Sanwang and Xiaolang to be the initiators of the choir, and selected 4 talented anchors as the first choir members. The event will be held in the official interactive hall every week, through talent competitions and other talent anchors' challenge, the final MOMO Girls Choir members will be selected round by round.

This event made many talented anchors stand out, such as the captain Liu Xingyu, who is known as "Little Moli", Yuanzi, who is good-looking and has good singing skills, Bai Yueguang, who is good at singing and dancing, and Li Xinyao, a powerful singer. In addition to them, Wen Li, Nuan Yang, and Mu Mu who wants to go to outer space also left a deep impression on the audience.

According to official data, the event had a positive impact on the participating anchors' turnover, new audiences, and the number of users watching the live broadcast room for one minute - the participating anchors' average daily turnover increased by 100%, the number of new followers increased by 433%, and the number of users watching the live broadcast room for one minute increased by 145%.

For example, the new anchor Yuanzi saw a 450% increase in new followers during the event; another new anchor Luoyao who was discovered during this event saw a 1550% increase in followers.

For Momo, which is good at innovation and continues to deepen its roots in the live broadcast industry, the launch of the interactive gameplay and the success of "MOMO Girls Choir" are mainly due to two reasons: 1. The platform once again accurately grasped the changes in the content preferences of users on the site; 2. Through its own outstanding operational capabilities, it leverages the platform's advantages in anchor resources to create more high-quality content.

Judging from the data and the effects of platform activities, the interactive gameplay not only meets the content needs of Momo users, provides new traffic channels and revenue for anchors, but also quickly empowers anchors on the site, helps mid-level talent anchors grow, and also provides new opportunities for new talent anchors. These are also the original intentions of Momo to continuously polish and optimize live broadcast tools and product ecology, and continuously upgrade gameplay.

When it comes to live streaming, guild presidents in the industry have always recognized Momo's innovation and operational capabilities. More than one guild president has expressed the view that "Momo is more stable when it comes to live streaming."

With the start of 2023, Momo Live has also opened a new chapter. Judging from Momo's usual style, the platform will continue to optimize and upgrade new gameplay such as screen-to-screen interaction, give full play to its innovation and operation capabilities, and bring more growth space and opportunities to anchors and guilds.

Author: Aligu

Source: WeChat public account "New Broadcasting Field (ID: New_bc)"