As Xiaohongshu elevates the “live broadcast” column to an important position, its monthly active user base of more than 300 million will bring huge traffic potential to the live broadcast sector. This article will explore the latest developments in Xiaohongshu Entertainment’s live broadcast, operational strategies, and opportunities and challenges faced by guilds and anchors.
Recently, more and more guild friends are asking audio-visual observation about the situation of Xiaohongshu Entertainment’s live broadcast, which mainly includes questions: Is Xiaohongshu Entertainment’s live broadcast officially supported, can it be settled now, and what forms of entertainment live broadcast will be?
Based on the above questions, audio-visual observation summarizes the latest situation of Xiaohongshu Entertainment live broadcast based on exchanges in the circle of friends, WeChat community and industry insiders:
01 In early May, the anchor has to send notes or have a voice hall
1. Xiaohongshu Entertainment’s live broadcast backstage is expected to be launched in early May, among which there is a high probability that it will be put on the voice hall section, and you can pay attention to the guild that does entertainment video live broadcast and voice live broadcast.
Screenshot of audio-visual observation group friends
Xiaohongshu Voice Hall
2. Xiaohongshu entertainment anchors have mandatory requirements for live broadcasts and notes.This news is speculated based on the news of the first batch of friends operating in the closed beta guild, and you can refer to the previous short video tasks similar to Douyin live broadcast. (No screenshot here, text description)
3. Xiaohongshu APP has promoted the “live broadcast” column to the second place after “recommended”, and the important position of live broadcast has been significantly improved.Xiaohongshu has more than 300 million monthly active users, which will also introduce a lot of traffic to the live broadcast sector.
4. There are various types of live broadcasts in the Xiaohongshu live broadcast sectionAfter entering the audio-visual observation point, it was found, including but not limited to singing and dancing entertainment live broadcasts, game live broadcasts, e-commerce anchors, etc.
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However, at present, the current Xiaohongshu Entertainment live broadcast is limited in the internal beta, the content variety is not rich enough, and the overall quality of the live broadcast content needs to be improved, but at the same time, this also means that once the public beta is open, there are many opportunities for first-time entrants.
If the guild seizes the opportunity at this time, it is very likely that the first game guild, the first dance guild, the first group broadcast guild, the first voice guild, the first male and female anchors and so on will be born.
Xiaohongshu pan-entertainment live broadcast
Xiaohongshu game live broadcast
02 Should Xiaohongshu Entertainment live broadcast be included?
Generally speaking, for a business project to be successful, the determination of the top management and the execution of the operation team are extremely critical.
Under the pressure of commercial monetization, audio-visual observations believe that after the senior management of Xiaohongshu has experienced a swing discussion and confirmation, the live entertainment broadcast should be officially put on the agenda. After Xiaohongshu’s monthly active users exceeded 300 million, user growth slowed down. At this time, entertainment live streaming has become a new breakthrough in commercialization. Its business model is mature, with high monetization efficiency and gross profit of up to 50%, which is expected to become another profit-absorbing tool after advertising and e-commerce.
Some industry insiders have said that Xiaohongshu has dug up corresponding live broadcast talents from Douyin and Kuaishou to form an operation team. At present, the live broadcast operation of Xiaohongshu Entertainment has begun to bear fruit, and the live broadcast ecosystem has also begun to mature, with gifts and lists available one by one.
Screenshot of audio-visual observation group friends
Xiaohongshu Entertainment Live Broadcast
Xiaohongshu has an accurate and highly sticky user group, and most of the female users are users with high net worth and strong spending power, which hits it off with the high monetization attributes of entertainment live broadcasts. When Xiaohongshu Entertainment live broadcast is integrated, users who are interested in specific entertainment content will be more actively involved in the interaction, and fan loyalty is extremely high.
However, some users are worried that although Xiaohongshu’s monthly active users exceed 300 million, it is smaller than Douyin and Channels, and users have not yet fully developed the habit of live broadcast consumption. At present, if you invest too much, you are likely to become a forerunner who sacrifices on the eve of dawn, so it is better to stay on the sidelines for the time being, and don’t rush to invest too much.
Interaction time: Many guild owners want to do an eight-pack abs boy group/uncle type boy group or a boss/warm man/little milk dog voice hall, do you think there is a chance?
