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知识就是财富 直播问答如何在“风口”闯关?
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Topic: 知识就是财富 直播问答如何在“风口”闯关? (Read 25 times)
hanley88
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知识就是财富 直播问答如何在“风口”闯关?
January 15, 2018, 06:41:29 AM
#1
从“芝士超人”到“百万英雄”再到“冲顶大会”,这些天,网上一下子冒出很多直播问答节目。形式几无差别,答题闯关,分享十万甚至百万大奖;题目五花八门,从天文地理到娱乐八卦都有,比如“下列动物没有牙齿的是哪一种:蚊子、麻雀还是河豚?”
冷僻的知识,确实会难倒英雄汉,也就让幸运儿多了几分喜悦。几天前,在一场问答中,182位用户均分了100万元现金,这抵得上一个一线城市白领半个多月工资,在一场“血战到底”的问答中,更有人笑到最后独享百万大奖。直播间里一片惊呼:知识改变命运!
知识就是财富,正是这类节目抓人眼球的地方。这很容易让人想起电影《贫民窟的百万富翁》。通过知识闯关登上人生巅峰,暗合了不少人内心深处的期待。从“开心辞典”“一站到底”到“诗词大会”,答题类综艺节目总能引来关注。本质上说,人们的智力输出如果得到正反馈,就会产生愉悦感和成就感,无论这种反馈是不是金钱。
对于直播平台而言,同样也在考虑:益智问答能不能改变直播平台的命运?直播兴起后,“低俗”“无聊”“无厘头”一直是难以撕去的标签,如何引入更丰富用户群,已成平台的长期焦虑。更重要的是,当公众在网络上的注意力越来越分散,收获流量的成本逐渐走高,获取一个新用户的成本也在高涨。能以100万奖金吸引300万人进场,加上好友间分享产生的社交乘数效应,导流成本简直低得令人意外。所以,如果说“答题者”看到的是利益,“出题者”看到的同样是利益。
互联网世界,也不只是出题者和答题者,还有广告商随时关注着“风口”的大小。据报道,有金主已拿出1亿广告费砸进某直播答题平台,从广告入脑入心的角度,这或许是一次很成功的选择。“认真的你比不认真的你更有价值”,这是对“有效注意力”的商业价值判断。紧盯屏幕、为知识绞尽脑汁的时刻,恰恰是人们网络生活最聚精会神的“十分钟”。正是网络注意力难得的聚焦,让这一节目获取了独特而珍贵的广告价值。
一次“成功的交易”,无非是“买的人觉得值,卖的人也觉得值”。直播问答既填补了内容空缺,也降低了流量成本,同时还发现了优质广告位,带来了各方共赢,看起来是能成立的商业模式。进一步说,通过“全民在线”将益智类游戏推向极致,它所展现出的交互娱乐的新玩法,似乎要成为变革传统电视综艺的“鲇鱼”;诉诸“益智”而非“无聊”,它也为解题“直播能干啥”提供了新思路。因此,有观察家已经迫不及待地将此界定为“2018年重要的商业事件”。
但是,脱离了持续创新,遍地机会的反面,可能就是一地鸡毛。目前,直播平台百舸争流的背后,同质化发展的弊病已经显现。当“撒点鱼食、池鱼竞食”的亢奋状态过去,还能再做点什么?能不能以知识为引信,引爆差异化探索,找到各自的定位,持续推出优质内容产品,是真正决定平台生命力的关键。毕竟,一旦撒食减少、新鲜感过去,潮水会带着鱼儿一起离去甚至一去不回,已是被无数次证明的互联网铁律。这也启示更多后来者,创新不仅是“一招鲜,吃遍天”,更应该是一个持续发力、久久为功的过程,守成者没有前途,奋进者才有未来。
snowlei52189
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Merit: 2
Re: 知识就是财富 直播问答如何在“风口”闯关?
January 15, 2018, 06:55:04 AM
#2
知识就是财富
fasdfds
Newbie
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Activity: 49
Merit: 0
Re: 知识就是财富 直播问答如何在“风口”闯关?
January 17, 2018, 11:58:42 AM
#3
真的知识就是财富啊
Jacksonlei
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Merit: 0
Re: 知识就是财富 直播问答如何在“风口”闯关?
January 17, 2018, 12:11:17 PM
#4
一招鲜,吃遍天
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知识就是财富 直播问答如何在“风口”闯关?
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