Selling brutality, smashing the edge of the law to suffocate fans’ appetite, punishment methods are constantly renovating, focusing on fan wallets
Live webcast PK chaos investigation
● In order to win the live PK, some anchors even use pornography to attract the attention of fans
● The irrational and high-amount rewarding behaviors of the rewarders due to the scene and emotions may be made by the anchor or the platform in a misleading or deceptive manner
● In a sense, rewarding anchors is like "gifting" and "consumption".
This composite attribute determines that there is no existing regulatory paradigm to restrict it, and there is currently no consensus evaluation standard to deconstruct it.
□ Our reporter Zhao Li
□ Intern Xing Yiming
In order to attract fans to pay for rewards, there is no lower limit for interaction, and there is no bottom line for punishment. In order to achieve the promotion effect, pretend to be a big fan to give fake gifts; in order to win in the webcast PK, attract the attention of fans by playing legal sideballs... …
With the rapid development of webcasting, internal competition in the live broadcast industry has intensified.
Following the "Live Lianmai" dominating the various live broadcast platforms, the birth of live PK throws a stone into the live broadcast industry and stirs up waves.
However, a recent investigation by a reporter from the Rule of Law Daily found that there are many chaos in live PK, from live content to promotion methods, and it is urgent to be vigilant.
Punishment has no bottom line
The purpose is to attract fans to pay
The so-called live PK is that the host of one live room challenges the host of another live room.
Live PK requires that within the specified time, the reward value of the user obtained by the host during the PK stage is used as the points.
After the PK time is over, the anchor with the higher PK score wins the PK. The winning anchor can punish the losing anchor in accordance with the PK rules. There are generally two types of punishment: system punishment and agreed punishment.
System punishments are randomly assigned by the system; agreed punishments are generally truth or dare, performing dance instruments, etc.
If the challenged party accepts the challenge, the anchors of the two live broadcast rooms will start to link the microphones.
During PK, the live room will be automatically divided into two interfaces, and the screens of two anchors will be displayed at the same time.
At the bottom of the live broadcast interface of the two hosts, the fans of the two live broadcasts swiped gifts and posted comments.
After the two anchors start PK, fans on both sides can increase the popularity of their favorite anchors through interactive methods such as liking and swiping gifts. The two long bars below the two anchors’ live broadcast interface show the increase in popularity of both parties in real time. In the end, the numbers shown in the two bars will determine the outcome.
The numerical value in the long frame is mainly based on the user's reward value during the PK process.
The loser must accept the penalty game.
Zhu Dong (pseudonym), who works in a certain automobile company, recently spent most of his pastime watching live PK after work: “This kind of live PK is very interesting. It’s not like previous live broadcasts. An anchor sits and chats all the time. People. Live PK and Lianmai will continue to interact in the future, and new topics can be generated during the interaction, just like you are watching two friends chatting and interacting. Everyone is tired after a day of work, and they don’t want to do it anymore. To watch those serious and heavy content, this kind of competitive live PK not only makes the form and content livelier, but also makes people feel relaxed."
“Gifts on the live broadcast platform are easy to operate and the atmosphere is tense. If you happen to like this anchor better, people’s emotions will be mobilized, impulsive consumption, and it is especially difficult for minors to control themselves.” Said Yang Fan, an employee of a certain company who would watch the webcast.
A reporter from the "Rule of Law Daily" found that the anchors can freely choose the PK target before the live PK. Some anchors prefer to choose familiar anchors for PK, and some anchors choose random PK.
In comparison, the PK atmosphere of familiar anchors will be more active, and the interaction between fans will be more frequent.
In the random PK, the interaction between the two anchors is less, more is the interaction between the anchor and their fans.
Most anchors will attract fans' attention and increase their support rate through chat, talent show, and user interaction.
In the webcast PK, the loser accepts punishment, and the punishment method is determined by the winner.
According to Zhu Dong, the punishment link is another peak period for fans to reward and pay attention, so the punishment method is constantly updated, and this is also a means to attract fans.
Yang Fan listed three “remembering” methods of punishment: the first one is that the anchor who loses uses a needle to pierce the corner of his eye, must see blood, and then put toothpaste on the wound; the second is The anchor who loses eats 11 tablespoons of salt and eats raw without drinking water; the third is that the anchor who loses eats salt with soot water, and also eats shampoo with soot water.
"The other punishment is to mix 10 bottles of beer, soy sauce, eggs, etc. into a large bowl, drink half of it, and wash the rest first, then wash the feet, and finally drink up." Yang Fan said.
Pretend to be a big fan and give fake gifts
Selling miserables to win fan sympathy
At present, the live broadcast of the host Lianmai PK is one of the fastest ways to stimulate fan consumption and realize the profit of the host on each platform and increase the fans.
Ms. Beijing Min Bai, who had witnessed the live PK between "Liu Ergou" and "San Da Ge", who was called the "Duel of the Century" by the anchor circle, told the reporter of "Rules of Law Daily": "After watching the whole scene, through constant shouting, it stimulated fans. Impulsive consumption psychology. Under the influence of that kind of atmosphere, payment and confirmation are completely brainless. In the end, this impulsive consumption can only be paid by oneself, and only the anchor and the platform behind it benefit."
In order to win in PK, many anchors "raised the flag" in the live broadcast room.
A reporter from the "Rules of Law Daily" randomly clicked on a large live broadcast platform and noticed that a female anchor named "One X Fish" and a female anchor named "Bai Xi X Wei" were fighting.
"An X fish" kept shouting to his fans "Quick vote! Swipe up! Must let me win", another female anchor "Baixi X Wei" with fewer fans is obviously at a disadvantage.
In the meantime, "Baixi X Wei" suddenly got up and changed clothes. Three minutes later, she appeared in front of the camera wearing a black tight-fitting semi-perspective suit, standing next to the seat and constantly twisting her posture to attract the attention of the spectators.
And "An X Fish" is chatting and interacting with familiar fans. In the chat, she repeatedly emphasized that "you can't let the anchor you like lose to others".
According to Zhu Dong, fans will even be "given gifts" under the dual psychological effects of vanity and protective desire.
In some live PK, the method of "pretending to be a fan and giving fake gifts" is used to set off the atmosphere and let fans reward them.
In order to achieve the promotion effect, it is difficult to distinguish between true and false gifts and fans during the live broadcast.
According to a report in "Liaowang" Newsweek, many times, anchors send money to others offline so that they can use the money to buy gifts for themselves.
"The amount of gifts given by the first, second, and third lists represents the anchor's worth. Many of the firsts are company members or individual anchors, and it is difficult for ordinary people to get it." said Duan Peng (a pseudonym), a Shanxi anchor agent , "After inflating one's worth, others will have to pay more gifts to be on the list. On the other hand, it also raises the anchor's advertising fees."
Mr. Qiu, a citizen of Beijing, is a loyal viewer of the live PK. He frankly said that every time he swipes gifts, it is because of the anchor’s "exciting strategy". If the score is about to be swiped, the anchor will keep shouting, "It’s so no face, I’m so cute Do you have the heart to hurt me?" A simple gift can save her from being punished. Every time the anchor starts to shout, he feels soft.
Mr. Qiu said that the PK of the main anchor is more of a contest between the fan groups. "Sometimes after the live broadcast, everyone doesn't care about winning or losing. Because in the process, the members of the fan club will encourage each other to cheer, we It is a whole, regardless of you and me."
This routine was once a required course for post-90s chestnuts.
Lizi, who used to be a PK anchor on a live broadcast platform, learned from the person in charge of an MCN (commonly known as an Internet celebrity broker). The other party told her: “Provocation is the most effective way to benefit the opposite anchor. Some people think this is not helping Do you fight yourself? It looks like this on the surface, but in fact, you are building relationships and communication with the tourists and the "big brother" on the opposite side. If through my provocation, they can give gifts, it means I can mobilize resources. Occupying the dominant position, I have the advantage and the opportunity to emerge."
As for the method of provocation, Li Zi said for example: "Let’s not play the opposite anchor, because they are the kindest-hearted anchors, so we beat the ta family consortium, and the ta family consortium has no strength. Through this kind of stimulation, one can make them unable to let go. Gifts for the sake of face will benefit the opposite anchor. Secondly, let them feel that you are different from other anchors. Others want to win. You are okay. Fans on the other side will also think that this anchor is very exciting."
"After the provocation, you must start canvassing. If you mock the opponent in the second step, then your fans will worry about your own face. If you lose and be looked down on by the opponent, this step will add a sense of collective honor. ', that is to give players a reason to consume." Lizi said.
The threshold for fans to enter the group is not low
Collect money and do things for others
It is understood that the relationship between the anchor and the fans is generally divided into several levels: interaction in the live broadcast, pulling in the WeChat fan group, the anchor following fans, adding WeChat, offline interaction, etc., step by step appreciation.
Lizi introduced that for popular PK anchors, their fans must also have their own names, such as "9200", "X Family Army", etc., "This is a match for star chasing. As long as the anchor gives the order of '9200, Come, write 1 in the live broadcast room, and you can see the live broadcast room is swiped by a '1' in an instant."
For this type of fan group, Mr. Qiu told the reporter of "Rules of Law Daily" that the threshold for joining the membership is quite high, "It is not that anyone who wants to join can enter, there will be'fans' to check and screen the host. One is to do tasks to achieve You can only enter the venue after a certain level. The other is to directly look at the value of the gift you brush for the host. Under normal circumstances, the admission fee is as low as seven or eight thousand yuan, and as many as 100,000 yuan. Some people watch a live broadcast Gifts of a few thousand yuan are not uncommon."
According to Lizi, live PK is also an important step in the "circle fan system".
"The general steps are to post attractive content for everyone to see; create gimmicks through PK, solid fans, and macarons (attract fans of the opposite anchor); give the big anchor (large number of fans) a gift second list, let the big The anchor throws fans (collecting money and doing things for others)."
For example, the "Big Stomach King" of a certain platform was temporarily banned from the live broadcast rights due to a live broadcast PK.
"Big Stomach King" and another anchor in the live broadcast room continued to slander each other, and eventually even turned into mutual abuse in the live broadcast room. The contradiction between the two intensified, and eventually both were punished and their live broadcast rights were blocked.
For this kind of phenomenon, Mr. Su, a frequent customer watching live PK, has become accustomed to it.
"Before the corresponding rules and regulations were issued on the platform, mutual abuse in the live broadcast room was too common. It was often because of a disagreement that two people attacked each other in the live broadcast room. In addition to personal attacks, they even abused each other and the content was unacceptable. But most of the viewers watch it with a lively mindset.” Mr. Su said, “Compared with the single-player live broadcast of the host, the quality of the live PK should actually be more stringent. Because it is a kind of The live broadcast interaction that can directly stimulate the consumption of fans will have a wider spread and influence."
In addition, in order to win the live PK, some anchors even use pornography to draw the attention of fans.
Previously, there was a female anchor on a large live broadcast platform who was punished by playing pornographic sideball after PK lost, but was quickly blocked.
It is understood that due to lack of supervision, the platform and the anchor have tried every means to induce rewards.
On a short video platform, the most expensive gift at present is the Supreme Salute, 6666.6 yuan/piece; the carnival that can trigger the site-wide notification effects is 3,000 yuan each.
In addition, on a voice-based platform, a reporter from the Rule of Law Daily saw that there are many types of platform gifts, and the highest gift "Crowned with Love" is worth more than 10,000 yuan.