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      1. 深圳APP開發
        135-1039-0646

        2017年關于直播APP開發產品分析

        2017-11-16?瀏覽:?返回列表

        直播是一種即時性,強互動的內容形式,具備內容和強互動雙重屬性,一般通過主播向觀眾傳達內容同時觀眾進行互動。在泛娛樂直播APP中,直播滿足了用戶尋求陪伴,娛樂消遣、打發時間的需求,同時也滿足了主播實現盈利和獲得關注認可的需求。

        與短視頻相比,直播對內容生產者的要求更高,但從產品角度來看變現能力也更強,能夠強化產品中的用戶關系鏈,但由于直播耗時往往較長,不能很好地適應碎片化場景,同時,它的即時性也使得無法如短視頻般引起很好地二次傳播效果。

        目前的直播產品劃分為主內容的和主社交的,對于主內容的直播產品核心資源還是簽約主播和頭部主播,對于主社交的直播產品來說,則會在促成關系鏈建立,強化關系鏈和互動方式上多下功夫。

        在思考直播功能時,除了從內容的維度進行考慮外,還需要從社交的維度(關系鏈和互動)來考慮。在直播中,主播和觀眾用戶之間是一對多的關系,不同觀眾和主播之間的關系強弱是不同的,同時主播和不同觀眾之間進行的互動強弱也是不同的。

        由于直播間人數眾多,主播并非能與每個觀眾形成互動,實際上人氣越好的主播平攤下來對觀眾互動期望的滿足程度越低,部分觀眾處于單向互動的狀況,部分觀眾也只處于圍觀。此外,直播間中的觀眾基本為陌生人,沒有關系鏈的存在,但基于直播內容可能在用戶之間會產生互動。為了增強內容豐富性和玩法,許多直播產品支持主播之間連麥進行游戲或PK的形式,觀眾們可以用實際行動來支持自己的主播,從而讓主播贏得PK。

        當一部分用戶和主播間的關系不斷增強的時候,也就成為了俗稱的粉絲,為了鞏固這樣的關系,有的產品是鼓勵主播在第三方社交平臺上建立粉絲群的形式,有的則是產品本身提供基礎設施來幫助主播建立自己的粉絲群。

        目前的直播APP產品分析

        在內容方面,可以看出目前的直播APP產品的直播內容以才藝表演,游戲和聊天為主,其中靠近社交或秀場的直播APP產品以才藝表演和聊天為核心,游戲內容則以王者榮耀為主,內容性比較強的直播以游戲直播平臺斗魚為例,核心內容則是游戲,并且往泛娛樂內容方向擴展。

        在關系鏈建立上,主要有兩條思路,一個是間接的方式,通過依托內容,增加場景來完成,另外一個是通過增加更為直接的發現匹配機制。目前的直播產品幾乎都添加了短視頻板塊,既豐富了內容,同時也間接促進了關系鏈的建立。其實互動的決定因素更依賴主播,直播產品做的就是提供更加豐富的互動方法和工具來幫助進行互動,并且互動這一塊也常常是直播產品最主要的盈利點。

        目前直播產品中已經遠不止直播內容,基本都增加了短視頻內容,一方面能夠對產品內容作補充,增加用戶使用場景,另一方面也能讓主播通過制作成本更低的短視頻內容去收獲流量,也基本都有狼人殺游戲,作為一款社交性更強的互動游戲,豐富了產品的使用場景,也有助于沉淀用戶關系。

        現在有很多產品加入了直播板塊,稱為“直播+”產品,比如淘寶(電商+直播),陌陌(社交+直播),網易新聞(資訊+直播),抖音(短視頻+直播)等,思考這些產品為何加入直播,有助于我們更好地理解直播。

        電商+直播

        電商+直播什么好處呢?1、直播相比圖文視頻更具真實感,能讓用戶購物更加安心;2、多人發言的環境營造了一種大賣場的氛圍,更能觸發用戶的購物欲望;3、主播更像是現實賣場中導購員的角色,利用自己的專業性贏得觀眾信任,同時回答觀眾的疑問,為觀眾提供服務,有效促成訂單的轉化;4、可以在互動中進行營銷布點。

        資訊+直播

        對于資訊產品而言,從圖文,到音頻,再到短視頻,到現在加直播都屬于內容擴展。

        短視頻+直播

        在前期短視頻發展階段一部分用戶由于優質的內容脫穎而出,獲得了大量的粉絲成為達人,加入直播一方面可以擴展內容并拉近達人和粉絲的距離,進行更直接的互動和交流,強化關系鏈,另一方面可以通過直播將前期積累的流量進行變現。

        陌生人社交+直播

        陌陌是一款陌生人社交產品,典型的周而復始的用戶流程就是不斷地在陌陌中發現其他人,然后成為好友,開始進一步的社交互動。加入直播后,用戶能夠通過直播內容發現自己喜歡的主播,在直播間的互動中能夠促成關系鏈的建立,并在直播中通過與主播的互動獲得滿足, 同時帶來變現。

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