Thanks to the better than expected performance of Q2 financial report and the rising stock price, microblog has been a bit fierce recently. Ali first increased its 1.4% stake with 135 million dollars, and then a new move in the live broadcast field attracted attention in the industry. This is the case. Youxin, the holding company of Weibo, recently launched a voice live broadcast Redbean Live. Its product orientation is to provide a content live broadcast tool for vertical big V and knowledge network celebrities. The media also have different views on the voice live broadcast of Weibo trial, both in agreement and in doubt.
Some people think that voice live broadcast Redbean Live is more like a real-time version of radio FM, while others think it is an upgraded version of voice question and answer platforms such as Zhihu live and Fada. With curiosity about Red Bean Live, the author has experienced this live broadcast product without looking at the face. Here are my personal feelings and suggestions.
When opening the product, a direct impression is that the overall visual style of the product gives a sense of humanity and cuteness, such as the red bean monster in the product interface, and the product introduction of "a hard and cute red bean Live" at the top of the first screen, which seems to be quite consistent with the positioning of red bean Live's focus on the value of live content. On the top of the first screen, you can see which big TVs have settled in and the live broadcast preview.
Figure: Red Bean Live Startup Page
From the perspective of the layout of the product interface, the current design is relatively simple, and there is no classification of the live broadcasts of major players in different fields. From the top to the bottom, you can see all the live broadcasts of the current major players in Red Bean Live in one line. Considering that Red Bean Live has just been launched, it can also be understood. However, in the later stage, more and more big TVs have settled in, and more live broadcasts have been broadcast. It is still necessary for the product interface to classify live broadcasts.
This experience coincided with the debut of Weibo Big V @ Museum magazine on the live broadcast of Red Bean Live. The author also joined in watching. Museum magazine constantly uploaded pictures during the live broadcast, and the content of the pictures was a collection of unknown animals and plants that netizens asked questions on Weibo. In the live broadcast, the interaction between the fans and the museum magazine is also very frequent, among which interesting comments such as the Russian fish, the horse killing flowers, the G-string trouser fish and so on frequently emerge. However, there is one thing that affects the experience. The comment interaction area is too small, and fans' comments are quickly brushed off. Vertical V is easy to ignore many fans' comments. The author believes that the core of Red Bean Live is vertical V on the one hand, and fans' interaction on the other, so fans' interaction should have a larger display space.
In the process of interaction, users are also constantly clicking like and giving gifts. The author found that like can be unlimited, and gifts need to be recharged. The design of like Red Bean Live is very smart, and can continue to maintain interactivity. Gift giving is obviously set for the content of vertical V. In addition, if the sound of vertical V can be very good, will it be a bonus for live broadcast?
Picture: Museum magazine live broadcast on Red Bean Live
After listening to the live broadcast of the Museum magazine, the author also tried to click to launch the live broadcast. He found that an invitation code was required. After some inquiry, he learned that Red Bean Live was the main invitation system at the initial stage, which required the input of an invitation code to launch the live broadcast, and the live broadcast of all users would be opened later. It is obvious that Red Bean Live's move is to ensure high-quality live content in the early stage.
Figure: Invitation system for early live broadcast of Red Bean Live
Let's take a look at the big V settled in? Museum magazine, nutritionist Gu Zhongyi, NASA noon, constellation expert nownow, scientists planting the sun, poverty-stricken expert Maoli Molly, British Embassy in China, etc. are all influential big V in microblog platform. This reminds the author that there are some similar sub answers in terms of anchor positioning. Big V can only answer for one minute at a time. In contrast, big V's content sharing in Red Bean Live has no time limit, and its information carrying capacity is also stronger, allowing more space for knowledge expression.
Figure: Part of Red Bean Live settled in KOL
In addition, there is also an intuitive feeling that the current mainstream live video has a very obvious entertainment label, and the author found that in the live broadcast of Red Bean Live, the natural history magazine, the user in the process of interaction with the big V, in addition to asking questions, He also likes to post entertaining comments such as "Get up, sing a song, and sing a song". To some extent, this proves that the voice live broadcast, which is the main vertical live broadcast, can also keep the live broadcast interesting.
Figure: Playback can be realized in Red Bean Live after live broadcast
Finally, let's look at the realization mode of Red Bean Live. Red Bean Live focuses on providing content live broadcast tools for vertical V to improve the content realization efficiency of vertical V. At present, the cash flow mode seen in Red Bean Live is just gift giving, which is obviously not enough. After checking the relevant news, the author learned that Red Bean Live plans to launch a series of functions such as competitive Q&A, paid live broadcast room, etc. It is obvious that Red Bean Live is also aware of this problem and plans to further improve it.
Figure: Users can recharge at Red Bean Live to send gifts to the anchor
The emergence of Red Bean Live, to a certain extent, has encouraged the vertical big V and knowledge network celebrities to share their creative content and expertise through live voice broadcast. In the future, Red Bean Live can also be a platform that can help big V build fame, share their own creation and enhance their influence, just like WeChat public account and other self media platforms.
Of course, the newly born Red Bean Live also faces many problems. The further improvement of product function design, how to ensure the high quality of live content, and the thinking of business model are the contents that Red Bean Live needs to guide and think about next.
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