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Tencent NOW live update brand positioning, this time to "turn the wind"?

via:博客园     time:2018/6/13 15:01:46     readed:310



Tencent NOW broadcast officially announced the new brand positioning "This is my moment", and invited the dance instructor Wang Yibo of "Create 101" as the spokesperson.

In recent years, content consumption has started to shift to video, and Tencent has also increased its investment in video content. After this year's micro-vision resurrection that has been "dead" once, Tencent has invoked huge resources to lay out short video strategies. On the live content, Tencent also invested in the two live broadcast platforms, Betta and Tiger. In fact, in addition to these, there is a product that is ignored by many people. That is Tencent’s own NOW broadcast.

On June 12th, Tencent NOW broadcast officially announced the new brand positioning “This is my moment”. Please invite the creative instructor Wang Yibo of “Creation 101” as the spokesperson. At the same time, he proposed an important plan and started to build his own anchoring growth system. , And this time, Tencent will start launching full platform resources to support live streaming.

The core of Tencent is social, what is missing is the content of the head

After Ma Huateng positioned Tencent as a connector, the entire company's products began to emphasize its own connection role. The most important thing was to connect people and content. Wu Qisheng, general manager of the interactive video product division of Tencent’s social networking business group, mentioned that live content is the most vivid content of all content, and it is also the most easily commercialized content. This content plays a decisive role in Tencent’s grand strategy.


After several years of development in the live broadcast industry, the market size has grown and the scale of users has grown steadily, but it has also converged on the head platform. Many live broadcast platforms feel "headwind". Actually, Tencent's NOW broadcast is the same. However, with the support of the Tencent Department, NOW Live was able to resist these external pressures.

Tencent and its core are social. For NOW Live, they have no shortage of traffic, no shortage of funds, and no shortage of users. What is missing is the content of the head and waist. The core of content is still people. After the brand upgrade, one of the biggest changes in NOW Live is to begin paying attention to the cultivation of high-quality anchors, and to produce high-quality content in a man-centered manner, producing graphic and text information, short video information, and live content information.

The NOW broadcast will also begin to "make stars."

NOW live broadcast to the anchor's growth path has set up three stages, incubation, growth and star formation. The first is to tap and support potential anchors through the "IP Anchor Growth System" program, with the goal of signing 10,000 anchors. This action is actually attracting partners, Tencent open its own platform and resources, the Association, the anchor to do the output of talent,


The second step is to grow up. Actually, from the "Creation 101" program, we can see that the grassroots star has inherent topicality. In the ordinary anchor, there are actually many people who have the potential to become stars. Tencent's many platform resources have become the best growth booster. In terms of music, the “NOW New Star & middot; Musical Artist Program” will provide a vertical space for high-quality music anchors. By linking Tencent’s major music platforms, the music talents of the Tencent Music Entertainment Group will be delivered. In turn, NOW Live can also be provided, anchored, and resourced by the Tencent Music Entertainment Group as a platform player.

NOW live broadcast will be the first stage of these democratic broadcasts. The next step is to create stars. Idol development and talk show programs are very hot in the past two years. If Tencent can have its own talent output ability, it will make the entire ecological flow smoother. NOW Live will focus on the cultivation and excavation of potential anchors, the release of new songs, the production of original short videos, the holding of offline fan meetings, and even the launch of small concerts. The high quality anchor will also be delivered to Tencent's head show. , To achieve custom star-building support for the anchorperson.

The anchor stage is not just a live broadcast

What you can see is that this time Tencent really has to make a lot of effort on the live broadcast. Different from the strategic investment in fighting fish and tiger teeth, Tencent devoted a lot of resources to the NOW live broadcast. NOW Live will serve as an important part of Tencent’s social system, connecting Tencent’s content platform to achieve a multibillion-dollar exposure to more than one billion users. In the past, Tencent was relatively hesitant and cautious in this matter, but this year it will intensify its efforts and devote more resources.

Tencent's products provide a number of star-making capability matrices, in addition to the music platform just mentioned, as well as the most recent short video. As an important platform for Tencent to distribute short videos, Microvision hopes to increase the value of content through the linkage between NOW live broadcast and Microview. There are QQ look, this is also a sudden emergence of information flow products in Tencent QQ. These platforms broaden the distribution value of content to anchors, and are no longer confined to live streaming, but maximize the value of content to gather more fans. Going further, each head program in Tencent's video and the game endorsement in Tencent's games are able to undertake various personalized IP anchors and provide resource support.


At this year's UP Conference, Tencent has upgraded its pan-entertainment strategy to a new one, and IP is still the focus. However, expanding content does not only depend on purchase, licensing, but more importantly, creation. Tencent's Wenwen Group is a good example. It derived animation, games and other content from the network platform, forming a healthy and sustainable ecology. This kind of linkage thinking is on the live broadcast, and it is to create a more personal character anchor. The ultimate goal is to lay out a deeper and broader pan-entertainment strategy.

"We now have to fight for content. We must take root in the content industry, invest more heavily in the entertainment industry, and spend more time, more traffic, and more resources in this area of ​​pan-entertainment. , Support more good IP content for our users." Wu Wensheng said.

Editing: Rubberso

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