The guild is actively resuming work and production. What new opportunities are there for the live streaming industry in 2023?

Looking back at the past 2022, it was a challenging year for live broadcast practitioners. The industry is moving towards standardization and specialization, which also puts higher requirements on guilds and anchors. So, in the new year, where will the live broadcast industry go? What new opportunities are there for guilds and anchors?

After the Spring Festival, the guilds resumed work and production one after another.

Compared with the year before, guilds have clearly felt the changes in the industry: the overall environment has improved, the traffic in the live broadcast room has increased, and users' enthusiasm for consuming live broadcast content has also increased...

In this context, in order to assist guilds in resuming work and production, the live broadcast platform has launched a series of activities, aiming to help guilds better grasp the market trends and devote themselves to live broadcast with greater enthusiasm and better state.

Looking back at the past 2022, it was a challenging year for live broadcast practitioners. The industry is moving towards standardization and specialization, which also puts higher requirements on guilds and anchors. So, in the new year, where will the live broadcast industry go? What new opportunities are there for guilds and anchors?

1. What is the guild busy with in the New Year?

"Many of our anchors continued to broadcast during the Chinese New Year. We also watched various live broadcast rooms and clearly felt that the traffic was much better and the users were also very active."

Recently, Guild President A told the new broadcast room that they were not idle during the Chinese New Year. They were either busy watching live broadcasts and learning from excellent live broadcast rooms, or providing operational training to anchors to prepare for the resumption of work and production in the new year.

After the overall environment improved, Guild Leader A felt that everyone was full of energy. "There is not so much pressure anymore, and there are not so many concerns. Everything is getting better." He set a new goal for 2023: to invest more in live broadcasting, recruit operations and anchors.

Guild leader B also said that he would expand the live broadcasting business and look for new projects in 2023. Just after the New Year, he visited many guild peers to exchange experiences and also learned operation methods online to improve the guild's live broadcasting operation capabilities.

Against the backdrop of the entire live broadcast industry thriving and guilds gearing up for action, according to Xinbochang Observation, live broadcast platforms have also actively launched a series of activities to help guilds resume work and production.

For example, at the beginning of the New Year, Douyin Live provided several resumption of work support for guilds: starting from the "New Year's Party" in different regions, it concentrated on conveying the platform's attitude, pointing out the direction for the guilds and building confidence; then, through the "offline training camp" and "online live class" methods, it imparted excellent methodologies so that the guilds could quickly get started and try out the system; for the personalized problems of the guilds, the platform operators of Douyin Live visited them one by one, received feedback from the guilds one by one, answered the guilds' questions, and guided the latter to improve their soft power in operations.

Regarding the series of New Year resumption of work and production activities held by the platform, Guild Leader C, who participated in them, said frankly that he benefited a lot: "Clearing the market direction and sharing high-quality content is an empowerment for the guild."

"During the Spring Festival, everyone has clearly felt that the industry is more standardized, the ecology is healthier, the anchors have more characteristics, and the industry has higher requirements for high-quality content. Everyone is very motivated, and there will be many new opportunities this year." Guild President D also said that the activities held by the platform at this time have injected them with a shot in the arm, letting them know which direction to work towards and how to work hard.

2. What changes have taken place in the industry in 2022?

Reviewing the past to learn new things, looking back at 2022, what changes have taken place in the entire live broadcast industry?

At the platform level, major platforms actively promoted platform governance and self-inspection, assumed the role of "first gatekeeper", and launched a number of special governance actions, focusing on cracking down on prominent issues such as bad PK, vulgar speculation, and live broadcast black production. At the same time, the platform has raised the entry standard threshold for guilds. Guilds need to have operators holding broker certificates, and the requirements for guilds are also more stringent.

At the professional level, the players are becoming more and more professional. In terms of anchors, firstly, the professionalism has increased, more and more performers with the ability to produce high-quality content have become anchors, and many professional talents have emerged; secondly, many professionals have entered the live broadcasting industry. In terms of guilds, the previous operating model of "recruiting people" and collecting data has been changed, and the "fine operation" that has been mentioned in the industry in recent years has been implemented, and the focus of operations has been shifted to providing fine services and producing high-quality talent content.

These developments and changes are pushing the industry toward a more standardized and professional direction, while also placing higher demands on the guild's operational capabilities and the anchors' ability to produce high-quality content.

Therefore, major guilds have come up with new methods and ideas in terms of anchor recruitment and training. For example, some guild leaders have started live broadcasts to train anchors and personally recruit anchors; some guilds have invested more in live broadcast content to ensure the quality of the anchor team, and have also concentrated on training the talents of their anchors in stages...

The positive changes in the industry environment are inseparable from the platform's continuous enrichment of its own content ecology and helping guilds grow.

For example, Douyin Live invested 600 million exposures every day last year to support the growth of new anchors, help new anchors and high-quality content anchors get exposure, and increase support for high-quality content; at the same time, in order to assist the all-round growth of guilds and focus on the guild's management capabilities, Douyin Live has successively launched a series of "live broadcast room recruitment tools" to help guilds improve their management capabilities.

In addition, platforms are also continuing to explore the value of live broadcasts and give them more meaning, such as creating a "second stage" for traditional cultural performers. Overall, the development of the live broadcast industry in 2022 will be characterized by scale, diversification and specialization.

(Left: "2022 Douyin Folk Music Live Broadcast Data Report", Right: "2022 Douyin Opera Live Broadcast Data Report")

As the live streaming industry is on the rise, the guild has also achieved rapid growth and expansion in both revenue and content.

In 2022, the number of newly joined live broadcast organizations on Douyin, the number of mature guilds with monthly turnover exceeding 1 million, and the scale of institutional revenue all achieved rapid growth; various content forms prevailed on Douyin live broadcast. In addition to traditional performances, more diversified live broadcast forms such as game live broadcast, multi-person interactive live broadcast, and virtual live broadcast emerged.

The professionalism of the platform's anchors has improved, and professional institutions and professional troupes have settled in Douyin Live, providing more high-quality live content. For example, Douyin Live cooperated with the China National Traditional Orchestra, combined with the influence of the "National Music Conference" event, it attracted 146 artists to broadcast regularly, helping the development of live content for musical instruments.

2022 will undoubtedly be a challenging year for practitioners, but the entire industry will remain stable and upward, and many guilds will find new development opportunities through exploration and innovation.

3. Where will the live streaming industry go in 2023?

"The number of new anchors entering the industry will increase, the overall consumer trend in the market will be stable, and the emergence of new live content will be accelerated." Guild President C said this when talking about his views on the development opportunities of the live broadcast industry in 2023.

In fact, looking at the entire live broadcast industry, there have been signs of upgrades in live performance content for a long time . In addition to traditional performance live broadcasts, traditional cultural live broadcasts, celebrity broadcasts, online concerts and other content have gradually increased, and diverse and high-quality content has flourished.

Therefore, the guilds that have sensed the change in the industry have also increased their investment in high-quality content and outstanding anchors. Guild President C said that in 2023, they will increase investment in high-quality professional anchors and provide them with corresponding high-quality live broadcast conditions and treatment.

When communicating with guilds in the industry, Xinbochang also learned about the operational ideas shared by several emerging guilds: anchors focus on quality rather than quantity, guild management is aligned with enterprise-level refinement, and the output of high-quality content is emphasized...

Not only that, many platforms and guilds are also further exploring diversified live broadcast models and laying out new tracks, such as virtual live broadcast, multi-person live broadcast, game live broadcast, etc., focusing on exploring high-quality and diversified live broadcast content.

Therefore, in 2023, high-quality content and high-quality anchors will still be industry opportunities.

Under this industry trend, platforms have been supporting high-quality content, improving the anchor training system, and providing more support for guilds.

According to Xinbochang, in 2023, on the anchor side, Douyin Live's focus on incubating anchors has changed. From the previous incubation of "new anchors", the focus has shifted to strengthening the incubation of content anchors and tapping more potential anchors.

On the guild side, we will increase support for guilds and help them grow better. Douyin Live has joined hands with high-quality guilds to develop practical and effective methodologies to help them grow and "serve as consultants" for them. Xinbochang also learned that Douyin Live plans to launch more than 60 small-class courses in 2023, covering 1,800 guilds.

On the content side, Douyin Live has increased its resource support. In 2023, it will establish a "High-quality Content Anchor Support Fund" to introduce and incubate high-quality content anchors. During the support period, excellent content anchors can receive up to 30% of the task reward; it will also focus on supporting 10,000 high-quality anchors, increasing per capita viewing traffic by more than 40%.

It can be seen that the competition in the entire industry will become increasingly fierce. However, the platform's strong support for high-quality content, continuous exploration of high-quality anchors, and focus on improving the guild's operational capabilities have also provided more soil for the growth of high-quality content, greater room for the advancement of high-quality anchors, and more opportunities for guilds with stronger operational capabilities, persistent investment, and refined operations to break through.

For guilds that have been deeply involved in the platform, their growth is inseparable from the platform's operational investment. Only by grasping the changes in the industry's direction and focusing on the platform's operational focus can the guild grow better and achieve mutual success with the platform.

Author: Xiao Hong, Xiao Long Guo

Source: New Broadcasting Station (ID: New_bc)