Support the cleaning lady's live broadcast! Maomao sister is popular again

Whether the combination of Maomao and Auntie is just a flash in the pan or will become a new trend in the live broadcast industry, the feasibility of this magical combination is worth exploring. Let's take a look at it together in this article.

Maomao Sister, who started her career as a short video influencer four years ago with the phrase "How exciting", regained the audience's attention on December 17th because she hosted a live broadcast by herself.

As team members fell ill one after another, Maomao had to support the entire live broadcast alone, without assistants, field controllers, or anyone to cooperate. It was this sense of panic and inexplicable loneliness that attracted a large number of viewers to his live broadcast room specifically to "laugh at" him.

The next day, Maomao invited the cleaning lady, one of the only two healthy employees left in the company, to her live broadcast room. The addition of the cleaning lady inadvertently created more funny scenes for the live broadcast, which not only made people feel fresh but also made people want to continue to pay attention to the cleaning lady's next story in the live broadcast room.

1. One person’s live broadcast became popular, and also made the cleaning lady popular

Maomao Sister, who was alone in the live broadcast room, never dreamed that live broadcasting alone would unlock a new traffic password for her.

One person cooked hot pot, one person explained the product, one person arranged and collected samples, one person posted the link, and one person started the live broadcast. The results reached a height that the team had never achieved before.

The red background with a strong festive atmosphere in the live broadcast room formed a sharp contrast with Sister Maomao who was alone in the camera. The scene of a live broadcast by one person was very chaotic, which was both sad and funny. This actually brought Sister Maomao unexpected results.

The topic "Sister Maomao's live broadcast alone is sad and funny" immediately topped the Douyin hot list, with a popularity of over 10 million. It also attracted more viewers to join the live broadcast. Sister Maomao was stunned by the influx of audiences and exclaimed, "There are so many people."

▲Image source: TikTok

Unintentional actions have helped Maomao regain her popularity and become a hot topic. In order to keep the popularity, Maomao invited the company's cleaning lady to join her live broadcast room. The identity of a cleaning lady who has never been involved in live broadcasting has already captured the audience's curiosity. They are curious about how the cleaning lady will perform in the live broadcast, what jokes and stories she will bring, and what sparks the two will collide with.

As expected, the aunt’s appearance brought the number of viewers in Maomao Sister’s live broadcast room to a new high, and the aunt was even given the title of "No. 1 Sister" in the live broadcast room.

▲Image source: TikTok

I have seen too many monotonous live broadcasts. The hosts are like wound-up clocks, operating mechanically and skillfully shouting out "3, 2, 1 to link" and "Buy, buy, buy" one after another. Their style and pattern are completely stereotyped. There is no novelty, no freshness, and no warmth.

▲Image source: TikTok

Maomaojie's live broadcast room does not sell goods in a startling and shouting manner. It is not deliberate or noisy, just like chatting and selling goods. In the live broadcast, Maomaojie is talking most of the time, and the aunt just sits quietly on the side, occasionally saying a word or interacting, just like chatting about family matters, very lifelike, warm and interesting. Perhaps it is this simplicity that touches the thousands of netizens living in the complicated world.

He became famous by making short videos of men dressing up as women, and reached another peak of his life 4 years later. Now Sister Maomao has mastered the code of traffic again. Can he use this to become a new phenomenal anchor who sells goods?

Differentiated styles can help anchors get more attention and traffic, but in the final analysis , the core business model of live streaming is still selling goods, and content and topics are the traffic that the Douyin platform provides in order to attract viewers. When the topic heat fades and the audience's freshness to the content slowly evaporates, then selling goods still needs to return to the essence, choose a good supply chain, and provide the audience with good brands, good prices, and good services.

To become a top anchor is not just about one or two live broadcasts that sell goods worth over 100 million yuan. Product selection is the foundation, as is shaping a high-quality brand image, selling products at affordable and conscientious prices, being responsible for product after-sales service, gaining the trust of consumers, and using consumer feedback to prove that you are worthy of this trust, ultimately becoming a bridge of communication between brands and consumers.

Having a good reputation and sales volume can keep users on the platform continuously. This is a stable, healthy and sustainable live streaming marketing model. This is the direction that phenomenal live streaming hosts should strive for.

2. Short video influencers transform into live streaming sales

"He only cares about making money and doesn't care about our happiness anymore." As more and more advertisements are placed in the account, a fan said this in the comment section of Maomao Sister. As we all know, the popularity of Internet celebrities will attract a large number of fans, and with fans there are business opportunities. No one will refuse the money that comes to the door. This is why many Internet celebrities created very colorful content in the early stage, but as their popularity increases, advertisements account for a lot of the content they publish, and the quality of their works has also declined compared to the past.

Live streaming with goods is a real fragrance universe. Celebrities, internet celebrities, entrepreneurs and even wealthy "Mrs. Xiang" have all flocked in. Where there is easy money, where the money comes quickly and where the money can be earned a lot, the natural magnetic effect attracts people to flock in.

Maomao Sister’s entry into the live streaming circle can be traced back to November 3, 2020, when she ranked third on the Douyin sales list of the day with an estimated sales of 18.19 million yuan.

▲Image source: New Dou Data

This is a very good report card for a newcomer in the live streaming industry. However, for a long period of time afterwards, Maomao Sister’s live streaming sales received mediocre response and did not cause much splash. This was probably due to the difficulty she encountered in adapting to the new environment as a short video expert and transitioning to live streaming sales.

As a content creator who makes funny jokes, users are familiar with the characters in the short videos and are interested in the plots. When the characters are separated from the characters and return to reality to sell goods, it will definitely be difficult for fans who follow Maomao Sister because of the short videos to adapt in the early stage. Some netizens said that live streaming can help Maomao Sister get rid of a group of non-accurate fans, which is also a good thing.

When the novelty of works of the same style is exhausted for a long time, users' attention and stay will gradually decrease. If the content is not innovative, the number of clicks and likes will plummet, and some fans will be lost. In addition, content homogeneity is also a very common problem faced by Internet celebrities. Even if they are doing funny themes, those with better ideas, better quality and more humor will naturally attract more fans' continued attention in the same track.

It is impossible for Maomao Sister to recreate the peak miracle of "the difference between city people and us dancing" in terms of content. It is also a wise choice to shift the focus to the e-commerce live broadcast track. The change of scene may bring new vitality, and it is not impossible for her to become popular again.

▲Image source: TikTok

Last year, Laneige, which found that Maomao Sister’s fans were more in line with the brand’s target users, teamed up with Maomao Sister to hold a special live broadcast for the Laneige brand. The entire live broadcast achieved sales of over 20 million. This impressive result proved that Maomao Sister is fully capable of converting traffic into purchasing behavior.

This year's live broadcast proved that Maomao's persistence can bring surprises. The Internet is a vicious circle, and no one can predict where the traffic will flow tomorrow. After all, outdated Internet celebrities can return to the public eye and re-divide the traffic.

3. Dilemma of Internet Celebrities in Monetization

After creating content and accumulating a certain number of fans, many influencers face the real challenge of monetization, which is how to monetize effectively and sustainably at a level acceptable to fans. Advertising and e-commerce promotion are two common ways to monetize.

Insert advertisements into content creation and conduct soft-text promotion. Many brands choose Internet celebrities to cooperate with based on their fan base, firstly, to target the huge number of fans, and secondly, to target the precise potential customers of the products, so as to obtain higher publicity effects through lower delivery costs. With the rise of live streaming, many Internet celebrities have become live streaming hosts because of its low entry threshold and high returns.

Whether it is advertising or e-commerce sales, they all rely on the fan economy. Fans follow influencers based on their content. To stabilize the number of fans and maintain their influence, influencers must regularly push innovative works that adapt to market trends. Differentiate content, unique personal positioning, and diversify images among the assembly-line-produced and packaged influencers.

Audiences always have a natural resistance to advertisements. Audiences can choose to skip advertisements on traditional media or do other things to reduce the duration of the advertisements. However, advertisements in short videos are integrated into the plot and permeate the scenes, which gives users a feeling of being forced to watch advertisements.

If the personality of the influencer, the content of the video and the tone of the brand are consistent or highly correlated, this marketing method can also attract the attention of potential users. When original content decreases and a large number of advertisements appear in short videos, influencers with too much commercial flavor will eventually be abandoned by fans.

"He Dantong", a Douyin blogger who became famous last year for her wind chime and scepter costume, currently has the most likes for her video with 4.24 million likes. "He Dantong", who now has tens of millions of fans, has advertising content in most of her videos, and the number of likes ranges from hundreds of thousands to tens of thousands. However, this result is already very outstanding.

▲Image source: TikTok

In addition, the online celebrities also encounter trust crisis, fake personalities, fabricated stories, and team marketing just to bring goods...

Users are familiar with the characters they create in the videos. Once they break free from this identity shackles, whether the image of the internet celebrities in real life can stand the test of time and whether they can live up to the trust of their fans are all huge challenges they need to face.

Herbert Simon, winner of the Nobel Prize in Economics, once said: "With the development of information, what is valuable is not information, but attention." Traffic will be lost over time. If traffic exhausts trust, then the attention that fans put on the Internet celebrity will naturally disappear. Without attention, what economic value can the Internet celebrity have?

If you want to monetize, you cannot be impatient for success. Only when you are fully prepared can it come naturally. Without hurting the feelings of your fans, as long as your content is worth their attention and stay, they will naturally pay for your efforts and be willing to pay for it.

Author: Li Dawei

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