This generation of elderly people loves "script killing" live broadcast

This article starts with the "script-killing" live broadcast that the elderly love, and analyzes the reasons why the elderly watch "script-killing" live broadcasts from the perspective of fabricated stories and marketing emotions. It is recommended for those who want to learn how to change this situation.

The world is bustling with people, all for profit; the world is bustling with people, all for profit. It is normal to seek profit, but there must be a way and a limit to profit. On short video platforms, various confusing behaviors and bloody scripts are staged one after another. The anchors who use this to sell goods cannot escape false propaganda. There are also many who are suspected of fraud and are on the verge of committing crimes. Recently, a group of "son" anchors who "recognize their fathers and mothers" online and use bitter dramas to deceive middle-aged and elderly people into buying health products have been exposed.

▲Image source: CCTV Finance

In order to pursue the "profit" of live streaming sales, they often call themselves "sons", but they do things that are not even as good as "grandsons".

01 "Script-killing" that specifically pits "parents" for huge profits

The elderly audiences, however, enjoyed watching those "fake" scripts and kept buying the products in the live broadcast room. The routines of online anchors are complicated and they always follow the same principles, which are mainly "making up stories, establishing personalities, and selling fake products" . For example, there is an anchor named "Xiao Zhang Shuo Shi". In a recent live broadcast, he designed himself as a righteous person who sacrificed his relatives for the sake of justice.

▲Image source: CCTV2 CCTV Finance

She said her sister and brother-in-law had done something bad, so she personally sent them to prison. As a result, her sister's mother-in-law was not convinced and came to her house to make trouble. Because the anchor did not let her in, the mother-in-law disguised herself as a scrap collector, sneaked into Xiao Zhang's house, and swindled a box of products, saying that this thing could bring her son back. In an even more absurd scene, a doctor who claimed to be from a cancer hospital descended from the sky to help Xiao Zhang.

▲Image source: CCTV2 CCTV Finance

Anyone with a discerning eye would know that the previous drama was all paving the way for advertising placement. As expected, the doctor from the so-called cancer hospital spoke out. Pointing to the product, he said: It is the "special medicine" for the lungs, and it can protect our lungs at critical moments.

▲Image source: CCTV2 CCTV Finance

The anchor Xiao Zhang showed his fangs, and the highlight came when he made his debut, selling the so-called "miracle medicine" to "parents". "Seize the miracle medicine from the bad guys", "Kidnap the descendants of famous doctors to seize the secret recipe", "Use the Tianshan snow lotus seed product developed by the company to cure the tumor disease of the mother of an employee who died accidentally"... The outrageous plot without any logic or reason, through several live broadcasts, made the elderly believe in them, and finally unknowingly paid for a lot of products claiming to have magical effects. What "miracle medicine" and "miracle medicine" are actually ordinary foods such as solid drinks, compressed candies, etc. that have no medicinal effects.

▲Image source: CCTV2 CCTV Finance

The person in charge of Lige Supply Chain, a supplier that cooperates with many anchors, admitted that the stories told in the live broadcast room are all fabricated. "The actors are hired for money, the plot is fake, and it is all scripts written by the director. How can it be real? It's all fake. " The anchor's purchase price for a box of ordinary candy is 1.2 yuan/box, and the live broadcast room sells 10 boxes for 99 yuan. The anchor is given a commission of 80 yuan, which means that the anchor earns 80 yuan for every 10 boxes sold.

It is revealed that the candy product alone has sold 10 to 20 million boxes. Not to mention the various health products, antiques, jewelry and watches, and various daily necessities sold in the elderly market, the huge profits involved are simply unimaginable. Money is attractive. Faced with a highly profitable industry with a routine to follow, let alone pretending to be a son or grandson, even if it means taking legal risks, this group of people will take the risk.

02The industry chain of emotional marketing

The flood of scripts in live broadcasts is nothing new. It is nothing more than acting live broadcasts and selling goods after the preparation, but in the eyes of parents, it is a completely different picture. Behind this is a complete industrial chain targeting the elderly, and its maturity is probably not comparable to that of the film and television industry.

The dramas played out in the live broadcast room include catching mistresses, disputes between mother-in-law and daughter-in-law, rescuing hostages, finding relatives for others, resolving disputes, and mediating family conflicts. These are all topics that the elderly are interested in. The elderly are worried and like to watch trivial matters in life. The fraudulent anchors tailor the scripts for them. They can be as bizarre as possible. They are not afraid of not being melodramatic, but they are afraid that you will not be fooled. On Taobao, Xianyu and other platforms, search for "emotional live broadcast scripts". The script templates and materials sold range from a few yuan to hundreds of yuan, and can also be customized one-to-one according to specific needs.

▲Image source: Taobao, Xianyu

No matter what industry the script requires, what type of content, or whether you need to insert product placement, we can meet all the requirements. Pave the way for the product in advance, and incorporate it into the plot in a subtle way, so that fans will feel that you are not selling products, but doing good deeds.

This way of bringing goods follows two ideas: one is to sell misery, the anchor calls on fans to sell goods to support and help "good people" and "poor people"; the other is to eliminate evil, the anchor snatches a batch of goods from the bad guys and sells them to fans at a low price as a welfare, and at the same time as a punishment for the "bad guys". In order to make the designed story appear more realistic, some companies even build corresponding scenes. If there is a "patient" role, a scene like a hospital ward is built, with beds and oxygen cylinders.

▲Image source: CCTV2 CCTV Finance

From the plot to the product, from the actors to the scenes, the whole process is very complete, which can be called a small Hengdian. The fascinating plot and flawless details have deceived the attention and trust of the elderly to the greatest extent. This is "more clever" than the previous method of deceiving the elderly to buy expensive and ineffective useless health products under the guise of "free eggs" and "free physiotherapy". It also covers a wider range and has higher victim stickiness.

▲Image source: Haokan Video

In order to make the live broadcast room appear popular, there are artificially controlled false data behind the script, including popularity, likes, interactions, and sales, to create the illusion of supply exceeding demand, misleading spectators who are ignorant and have a herd mentality to blindly place orders. In an industry chain with clear paths, even young people who are well versed in Internet routines sometimes cannot escape the trap, let alone the elderly who have reduced discernment and rarely use e-commerce shopping platforms.

After the scams of these emotional anchors were exposed, some elderly people who had long been addicted to such live broadcasts still stubbornly stated that the live broadcasts they watched were real and that the exposed anchors had nothing to do with the anchors they followed. The children of the families who were deeply affected said that the elderly in their families believed these scammers more than they believed themselves.

It can be seen that the live broadcast of sad dramas has deeply poisoned this generation of elderly people. Behind the live broadcast chaos that has been repeatedly banned, there are demons and monsters who continue to make huge profits. The live broadcast platforms have an unshirkable responsibility.

03Blocking accounts only treats the symptoms but not the root cause

Not only for the elderly, live broadcasts have always had scripts, and many big anchors with tens of millions of fans can do it easily. The anchor "Taiyuan Lao Ge" with nearly 40 million fans once arranged a script for himself about two wealthy beauties competing for a husband. When the drama started, the rich girl "One Love in the City" took the initiative to propose to "Taiyuan Lao Ge", and then started selling goods in the name of sending flowers. In the end, 320,000 jade seal rings and necklaces were sold in the live broadcast room.

▲Image source: Weibo

"Taiyuan Lao Ge" knows that fans love to watch excitement and love to watch the flowers and gossip, and uses clumsy emotional drama to accurately make money. Using the elderly to sell misery is also a common routine in live broadcast rooms.

Late at night, lonely elderly people sit in the dilapidated live broadcast room, begging to sell things, exploiting the kindness and sympathy of netizens. These elderly people are usually operated by a team, and their tragic life stories are usually packaged, and the bulk of the live broadcast income goes into their pockets. There are also various "acting-style bargaining".

Tang Qing's mother has stockpiled a lot of calligraphy and paintings in a live broadcast room. The anchor said that the market price is more than 10,000 yuan, and it is sold to fans at a welfare price of 199 yuan. In fact, it is just a batch of cheap decorative paintings with no collection or financial management value. The sad drama has become a scam, which not only cheats the money of the elderly, but also leads to family conflicts and affects their relationship with their children. Those fake drugs may also cause physical harm to the elderly with underlying diseases.

▲Image source: CCTV Finance

The live broadcast room that was exposed was blocked, but the same type of accounts are still playing out the same sad drama. As the "landlord" connecting users, merchants, and anchors, the platform collects "rent", so it should formulate corresponding live broadcast rules for "tenants" and assume the responsibility of gatekeepers. The red line of the law must never be crossed, and the moral code must never be trampled on.

Account suspension is not a formality where you can get away with it after making a mistake and then make a comeback in a different name after a while. Live streaming with suspected false advertising can be so popular on the platform, and the algorithm mechanism has strengthened the connection between this content and consumers, which shows that there are huge loopholes in the platform's review and supervision, which indirectly plays a role in fueling the flames.

There are indeed such voices on the Internet: "The platform is the biggest boss", "As long as you don't bring trouble upon yourself, the platform will insist on reaping the benefits until the last day", "How can we supervise it seriously? It's all traffic, it's all the code to wealth"... Fraud, fake products, and pornographic information are everywhere, and the platform is to blame for the corruption of the Internet atmosphere.

Banning accounts is only a temporary solution. If you want to cure the disease, you must strike hard and take strong measures. Increase the punishment for selling fakes in live broadcasts, establish a real-name system and a blacklist system, and nip it in the bud. At the same time, improve the supervision and reporting mechanism. Comprehensive rectification should not be a staged image project or window work, but a daily work. Establish a good platform ecology. When there is no place for fraudulent anchors on the platform, it may be possible to restore a pure soil for live broadcasting.

Reference: Beijing Youth Daily: Why did the “sad drama” in the live broadcast room turn into a scam?

Author:Hiu

Source: WeChat public account "Internet Brand Official (ID: szwanba)"