In recent years, with the rise of short videos, live streaming platforms have enormous advantages and have impacted various traditional entertainment industries. The main way for most internet celebrities to profit has shifted from combining with e-commerce in the past to directly obtaining profits from fans, commonly known as rewards

In recent years, with the rise of short videos, live streaming platforms have enormous advantages and have impacted various traditional entertainment industries. The main way for most internet celebrities to profit has shifted from combining with e-commerce in the past to directly obtaining profits from fans, commonly known as rewards.

Today I will talk to you about live streaming rewards. As early as in recent years, before the emergence of live streaming platforms like mushrooms after rain, internet celebrities had already been shining on general video platforms. However, at that time, there were few profit channels, and the number of fans and viewers who worked hard to manage could not be stably converted into commercial value, resulting in the average income of internet celebrities back then being generally lower than now.

But live streaming platform operators are vigorously rectifying the market, establishing business model models, and making the entire industry increasingly mature. More and more tycoons are willing to spend large amounts of money just to win a smile from the beauty. But is the motive behind this action really so simple? To understand the so-called reward behavior, first talk about the happy times between internet celebrities and tycoon fans.

We all know that the fun of wealthy people is often so simple and boring, and the live streaming rooms of major internet celebrities have become another battlefield for wealthy people to enjoy successful lives, opening a convenient door for these wealthy people to show off their wealth online.

However, not all those who spend a lot of money on rewards are just for the sake of Bo Meiren's smile. When the internet searches for keywords such as "local tycoon rewards", thousands of messages will run out. Just click on one, and a certain local tycoon can't bear another man competing with him in the live broadcast room. In just five minutes, they rewarded him with a million yuan and directly used their strength to crush the other person, making the female anchor happy.

There are not many wild tycoons, and they still need to have good spirits every day. It is even rarer for a prodigal son or daughter to only have a cool character. So removing the occasional reward behavior of the vast majority of normal users, in fact, many large rewards have the purpose of being meticulous or can be referred to as a routine.

The first type, platform or brokerage company creates public opinion

Their goal is to create news, increase the popularity of anchors, make anchors popular, and make them a focal point on the internet. This concept is very similar to the traditional chart buying behavior in the entertainment industry in the past. After receiving gifts, the anchor will ultimately refund all the money to the funding party, and both parties will profit from this behavior, forming a win-win situation.

The second type, e-commerce or individuals or enterprises seeking advertising units

In this case, the anchor can keep the gifts or money they give as rewards, but they will follow the agreement of both parties and start operating e-commerce, selling specific products, or regularly advertising for the investors after the number of fans increases to a certain level.

According to a market research report, the stickiness and fan effect of internet celebrities are quite considerable. The advertising effect that many pro citizen anchors can create can be far more valuable than other advertising channels. Therefore, for both of the above, this is another win-win situation. In addition, there are also a small number of fake rewards, commonly known as childcare, commonly found in live streaming rooms on various platforms.

You may be a bit confused when you see this, why is it said to be a small amount but widespread? Originally, the concealed installation directly dispatched by the platform did not appear in the live broadcast for a long time, but continued to observe in a low-key manner, spending money on the locked part? After new fans, they jump out and stimulate their impulsive consumption with words or rewards.

Due to the advancement of modern technology, one click online payment often leaves people with no real sense of money. In addition, many live streaming platforms have tried to simplify the reward process as much as possible, and many fans have impulsively spent tens to hundreds of thousands of hard money, waiting until they come to their senses before regretting.

In China, the trend of live streaming rewards is even more prevalent. Most fans who have the habit of watching live streaming and regularly buy gifts for the host are already young and middle-aged men and women who have entered society and have independent economic capabilities, but it is common. The tedious work content and interpersonal relationships make these people feel empty and lonely, feeling cold.

In live broadcasts that boast of being friendly to the people, they can feel a sense of familiarity and authenticity that traditional celebrities in the entertainment industry cannot provide during the interactive process. After successfully satisfying the audience's preferences, if you want to stimulate fans to engage in spontaneous reward behavior, there is also a need for an excessive herd mentality to satisfy complex psychological mechanisms such as vanity.

The operating platform has designed various incentive mechanisms to stimulate rewards, and through the guidance of chat room conversations, fans are guided to receive different types of conversations after giving gifts, allowing them to receive guidance after giving gifts to the host. A fan who has a long-term habit of watching live broadcasts said in an interview that he is a hardworking office worker who is under a lot of pressure. Every night when he comes home from work, he wants to listen to the anchor sing and chat, to relax the fatigue accumulated throughout the day.

Besides spending happy moments, he felt like occasionally brushing gifts. It's normal to give it to the anchor. This fan bluntly stated that every time he spends a little money on a gift, he gives it to the anchor. Listening to her happy thanks, accompanied by the cheers of other fans in the live broadcast room, further satisfies the sense of vanity and necessity that is difficult to obtain in real life. At the end of the interview, he smiled shyly and said, "Perhaps this is also a concept of user payment.

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