esc0rp 发表于 2024-7-20 18:32:29

头部MCN拆解算法规律，视频号直播怎么样实现百万观看

<img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKkV2bUqVW6k4vP36ZhS1TaAlhtdC6qLRPaSNOicmHoUVWCj4Z7EJQbVibQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">文/布莱</span><span style="color: black;">编辑/独秀</span><span style="color: black;">直播是视频号创作者变现的<span style="color: black;">重点</span><span style="color: black;">途径</span>之一。想要在直播间中获取<span style="color: black;">更加多</span>关注，<span style="color: black;">熟练</span>平台运营机制是必不可少的。尤其是<span style="color: black;">举荐</span>算法，是视频号直播至关重要的环节。</span><span style="color: black;">热糖新<span style="color: black;">媒介</span><span style="color: black;">CEO</span>杨明慧在<span style="color: black;">微X</span>视频号大会<span style="color: black;">-</span>厦门城市论坛上分享了视频号直播算法<span style="color: black;">规律</span>分析与思考。</span><span style="color: black;">“<span style="color: black;">直播最重要、最关键的指标<span style="color: black;">便是</span>场次和时长。任何平台都<strong style="color: blue;"><span style="color: black;">期盼</span>用户多停留一会，<span style="color: black;">倘若</span>创作者能用更长的时长拉住用户，账号的权重就会更高。”</strong></span></span><span style="color: black;">以下是分享实录（有删减）：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">｜</span><span style="color: black;">视频号直播关键指标</span></strong></span><span style="color: black;">任何一个平台，无论是抖音、快手还是视频号<span style="color: black;">或</span>淘宝直播，直播最重要、最关键的指标<span style="color: black;">便是</span>场次和时长。</span><span style="color: black;"><span style="color: black;">怎样</span>能够每场直播三小时以上，能<span style="color: black;">保准</span><span style="color: black;">每日</span>和每周有固定的直播场次，平台才会认为这个直播内容是有品质的，<span style="color: black;">而后</span>给予<span style="color: black;">必定</span>的<span style="color: black;">举荐</span>。<span style="color: black;">倘若</span>场次和时长不稳定，基本上是拿不到任何流量的。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKksEO8jojXEjRG0p7QH1BKdcv6GhtWf9dGEyDDJ7tOLJ8icnl67NCibAeQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">为何</span><span style="color: black;">非常多</span>平台会注重直播场次？我觉得场次和时间<span style="color: black;">相关</span>系，无论是每周还是<span style="color: black;">每日</span>，场次<span style="color: black;">倘若</span>有规律性，粉丝就能<span style="color: black;">按照</span>这种规律性来进行匹配，当有一个固定直播时间段之后，粉丝就会大概<span style="color: black;">晓得</span>每场直播在什么时间<span style="color: black;">起始</span>，这会给自己的账号带来黏性。</span><span style="color: black;">直播时长的重要性会比较偏<span style="color: black;">基本</span>化一点，直播时间越长，粉丝停留越久，路人用户</span><span style="color: black;">进入直播间的机会就更大，观看人次<span style="color: black;">亦</span>会变多。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">针对</span>任何一个短视频平台，这都是一个关键的一个指标，<span style="color: black;">由于</span><span style="color: black;">大众</span>都<span style="color: black;">期盼</span>用户<span style="color: black;">能够</span>在我的平台多停留一会，<span style="color: black;">倘若</span>创作者能用更长的时长拉住用户，账号的权重就会更高。</strong></span><span style="color: black;">停留和互动是视频号<span style="color: black;">另一</span>两大关键指标，停留和互动都属于算法指标。停留的简单说法<span style="color: black;">便是</span>让人上瘾，</span><span style="color: black;">它属于互联</span><span style="color: black;">网<span style="color: black;">制品</span>的本质。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKk8RHbNHd7icnap8nJiccZibfXfBDzD00JicwiaXVbYZuiaSHeWSrMiaDHtl2Ig/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">让用户停留最简单的策略是<span style="color: black;">运用</span>倒计时，我举个例子，商家在直播中售卖商品的时候，会<span style="color: black;">首要</span>用商品吊足消费者的胃口，之后倒数<span style="color: black;">5</span>、<span style="color: black;">4</span>、<span style="color: black;">3</span>、<span style="color: black;">2</span>、<span style="color: black;">1</span>上架。</span><span style="color: black;">这五秒钟会让用户停留时长<span style="color: black;">增多</span>，停留时长<span style="color: black;">增多</span>，平台的算法就会给你<span style="color: black;">举荐</span><span style="color: black;">更加多</span>的<span style="color: black;">揭发</span>。<span style="color: black;">咱们</span>踩中这个算法，<span style="color: black;">将来</span>的<span style="color: black;">举荐</span><span style="color: black;">揭发</span>就会越来越多。</span><span style="color: black;">再讲一讲互动，互动是用户在停留的<span style="color: black;">基本</span>上完成的，观众在直播间停留了，但<span style="color: black;">倘若</span><span style="color: black;">无</span>互动，平台<span style="color: black;">同样</span>不会给予太多<span style="color: black;">举荐</span>。</span><span style="color: black;">从算法的<span style="color: black;">规律</span>去看，<span style="color: black;">那样</span>多用户停留在直播间<span style="color: black;">然则</span><span style="color: black;">无</span>互动，这是很奇怪的事情，算法会觉得这个直播有问题，不给你降权，<span style="color: black;">亦</span>不会给你太多的<span style="color: black;">举荐</span>。</span><span style="color: black;">那<span style="color: black;">咱们</span>要做的事情<span style="color: black;">便是</span>拉互动，讲搞笑段子和闲聊是最简单的互动方式，比较高级的互动方式是设计<span style="color: black;">专题</span>，引导用户围绕<span style="color: black;">专题</span>讨论。例如林少做的晨读的直播间，<span style="color: black;">为何</span>除了<span style="color: black;">基本</span><span style="color: black;">举荐</span>之外，关注的人会<span style="color: black;">那样</span>多，<span style="color: black;">重点</span>是这种直播间互动性很强，带着你晨读，带着你读书，会带来很高频率的互动。</span><span style="color: black;"><span style="color: black;">另一</span>还有<span style="color: black;">有些</span>视频号创作者采取猎奇的手法吸引用户眼球，例如直播间蹦迪，利用美女卖驾校课程等等。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">｜</span><span style="color: black;">满足市场需求、观众需求<span style="color: black;">加强</span>数据</span></span></strong></span><span style="color: black;">做视频号两个重要的<span style="color: black;">原因</span>是平台需求和观众需求。视频号出来之后，<span style="color: black;">咱们</span><span style="color: black;">MCN</span><span style="color: black;">公司</span>偏向转型于内容管理，<span style="color: black;">咱们</span>具备<span style="color: black;">必定</span>的<span style="color: black;">基本</span>实力去快速激活一个直播间，<span style="color: black;">按照</span>指标和算法来设计直播间节目的样式，<span style="color: black;">因此</span>拿到流量非常容易。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKk5GPhO7gKJ9Wic2ZXibou89K9fm9Ik1fJdtCEOicd834WTqaYs5mX63icpA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">平台需求的重点<span style="color: black;">重点</span>在于有效拉长用户时间和避免同质化的内容，观众需求则<span style="color: black;">重点</span>在于系统算法<span style="color: black;">举荐</span>给观众看的还有观众自己想看的内容。</span></strong><span style="color: black;"><span style="color: black;">做为</span>业内人士，<span style="color: black;">咱们</span>觉得<span style="color: black;">此刻</span>大部分的视频号主播和创作者都比较小白，<span style="color: black;">况且</span><span style="color: black;">无</span>办法<span style="color: black;">经过</span>有效<span style="color: black;">途径</span>得知<span style="color: black;">那些</span><span style="color: black;">地区</span>做得不对，在<span style="color: black;">发掘</span>没人关注自己的直播之后，很容易就半途而废，这就说明了<span style="color: black;">全部</span>视频号市场还<span style="color: black;">不足</span>成熟。</span><span style="color: black;"><span style="color: black;">那样</span><span style="color: black;">怎样</span>做好视频号直播呢？这个环节<span style="color: black;">必须</span><span style="color: black;">详细</span>一点，<span style="color: black;">首要</span><span style="color: black;">能够</span>采取表层策略，表层策略<span style="color: black;">重点</span>是<span style="color: black;">有些</span>直播<span style="color: black;">招数</span>。<span style="color: black;">第1</span>个<span style="color: black;">便是</span>抽奖，例如在直播间<span style="color: black;">其中</span>宣布<span style="color: black;">非常</span>钟后抽奖，<span style="color: black;">非常多</span>用户就会在直播间等待，<span style="color: black;">这般</span>就<span style="color: black;">能够</span>拉停留了。</span><span style="color: black;">第二是憋单。做电商直播经常会<span style="color: black;">运用</span>到的一种<span style="color: black;">招数</span>，<span style="color: black;">尤其</span>是<span style="color: black;">非常多</span>明星直播专场，等人气到达<span style="color: black;">必定</span>高度的时候，就会达成<span style="color: black;">必定</span>的<span style="color: black;">要求</span>。</span><span style="color: black;">第三个是<span style="color: black;">扮演</span>。这是抖音平台上司空见惯的东西，在直播间作秀达到吸引眼球的目的，<span style="color: black;">提高</span>用户在直播间停留的时长。除此之外还能<span style="color: black;">运用</span>倒计时、<span style="color: black;">AB</span>链、组合链等手段来活跃直播间。</span><span style="color: black;">底层场景是获取<span style="color: black;">商场</span>价值的关键<span style="color: black;">原因</span>，大部分人做直播<span style="color: black;">最后</span>目的都是要变现的，<span style="color: black;">因此</span>着重要<span style="color: black;">思虑</span>底层场景思考。</span><strong style="color: blue;"><span style="color: black;">底层场景<span style="color: black;">包含</span>货品结构、脚本、话术、节目和场控策略。</span></strong><span style="color: black;"><span style="color: black;">倘若</span>在这几个方面认真思考，<span style="color: black;">火速</span>就能在直播<span style="color: black;">其中</span>看见<span style="color: black;">显著</span>效果，有可能是粉丝多了，<span style="color: black;">亦</span>有可能是复购率<span style="color: black;">增多</span>和购买力变强了。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">｜创作者的孵化与变现</span></strong></span><span style="color: black;">热糖新<span style="color: black;">媒介</span>创建了“王牌学院”，<span style="color: black;">咱们</span>的目的是进行内容孵化、<span style="color: black;">商场</span>变现、达人签约和直播带货。在达人签约方面和其他平台不太<span style="color: black;">同样</span>，<span style="color: black;">咱们</span>会<span style="color: black;">帮忙</span><span style="color: black;">优秀</span>的创作者<span style="color: black;">研发</span>节目，<span style="color: black;">研发</span>直播的<span style="color: black;">IP</span>，<span style="color: black;">咱们</span>是一个类似于制作的<span style="color: black;">公司</span>。以创作者为主，为创作者<span style="color: black;">供给</span>涨粉、变现、破圈。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKkvC5UFtGHdoICWBd4k8sVEWY1t5LplgcMCgSYX573INpg8mcoklqOVw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">“王牌学院”<span style="color: black;">日前</span>的私域<span style="color: black;">已然</span>有几万人了，相当于做了一个小的公域，<span style="color: black;">咱们</span>会支持创作者先在这个私域里面做冷<span style="color: black;">起步</span>，无论是做视频还是做直播，冷<span style="color: black;">起步</span>是一件非常让人难受的事情。<span style="color: black;">因此</span><span style="color: black;">咱们</span>搭建这个私域，这个私域就像一个小的流量池，会激活创作者的内容。</span><strong style="color: blue;"><span style="color: black;">我们还在搞一个“万紫千红”计划，<span style="color: black;">日前</span>有<span style="color: black;">有些</span>进度了，目的是找到一万个视频号创作者和素人，从中挑选出一千个<span style="color: black;">优秀</span>达人，为其孵化合适的内容。</span></strong><img src="https://mmbiz.qpic.cn/mmbiz_png/CIvibIyk8Om3BklwgjuesohTj7GBtGqKkJz0p7RAnmtYbfoaazedFa4iaaz5CzNywicdw5dukALbBOXjFO9N3waRw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">视频号是比抖音玩法的门槛要高<span style="color: black;">有些</span>。<span style="color: black;">倘若</span>是娱乐化的内容，在抖音会很好做。<span style="color: black;">然则</span>视频号不太吃这种娱乐化内容。情感类<span style="color: black;">行业</span>在<span style="color: black;">非常多</span>平台都排<span style="color: black;">第1</span>，<span style="color: black;">然则</span>你会<span style="color: black;">发掘</span>在视频号，情感类视频虽然流量大，<span style="color: black;">然则</span>变不了现，粉丝虽然多，<span style="color: black;">然则</span>赚不了钱，<span style="color: black;">无</span><span style="color: black;">商场</span>价值。</span><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在视频号要生产内容的话，<span style="color: black;">必定</span>要<span style="color: black;">自己</span>存在独特的技能，有独特的观点。<span style="color: black;">因此</span>说视频号在社交传播的<span style="color: black;">基本</span>上其实是存在限制的。</p>
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