Is the World Cup football shaking at the scene?

How cold is the 2022 FIFA World Cup in Qatar? Whether outdoor air conditioning should be installed in the northern hemisphere in winter or Messi's debut was reversed by Saudi Arabia, it indicates that this World Cup is not simple.

As the top international event of the world's largest sports event, the World Cup has no doubt about its ability to drain and absorb gold. Before the start of this year's World Cup, FIFA President predicted that this year's World Cup would attract more than 5 billion people around the world.

However, before this, LeTV Sports and PP Sports fell on the road of competition for sports copyright, and Tencent Sports also decentralized NBA copyright and began a significant strategic contraction. Tik Tok spent billions of dollars to buy the right to broadcast the World Cup, which was not optimistic by the outside world.

Coupled with the absence of Ai Youteng, it seems that it also represents the exit of the long video platform. If Mi Gu wants to use traffic to enhance popularity, it is obviously not a question of Tik Tok's participation in the World Cup conversion rate.

Tik Tok's investment and scale during this World Cup are unprecedented for the whole platform in a single event.

Tik Tok takes copyright as the center, and has created a World Cup content matrix that integrates multiple derivative programs, live commentary of events and interesting interactive games.

Tik Tok has made great efforts for the World Cup this time. Can it seize the bonus of this World Cup?

0 1 Pre-construction of sports copyright and content

The World Cup recorded the changes in the way fans watched the game.

1982, the first approved color TV production line in China was completed at Shanghai TV Airport, marking the gradual entry of China into the color TV era. This year, CCTV won the right to broadcast the World Cup live, and the Azzurri won the championship for the third time. This is the first memory of Chinese people.

In 2002, China's fresh face appeared in the color TV of the World Cup, but in the end he left a lonely figure. In the following years, the scene of watching the game changed constantly, from the living room TV to the home computer along the network cable, until 2022, people stared at a small screen in the subway, restaurant and office building.

On March 4, 2020, with 100 days before the opening of the 2020 European Cup, Tik Tok announced its official partnership.

During the Tokyo Olympic Games and Beijing Winter Olympics, Tik Tok provided a new content window for athletes through the presence of athletes and the dissemination of UGC content, trying to create a humanized sports content dissemination position and open up a new battlefield for sports content operation.

In 20021year, Tik Tok first won the copyright of the America's Cup live broadcast to attract vertical users, and then obtained the non-exclusive copyright of the Bundesliga in 20021-2022 season, and began various attempts in the field of football content. During this period, Beckham, Cristiano Ronaldo, Neymar, Bogba and many other stars have settled in Tik Tok.

Tik Tok has opened up a new situation in the circle of sports events with football, forming a content matrix covering all events and stars. With the accumulation of many international competitions and professional head games, and the continuous output of differentiated content, Tik Tok has become a new aggregated content platform for users to pay attention to sports information.

According to "20021Tik Tok White Paper on Sports Ecology", by the beginning of 2022, tiktok Station has nearly 500 million interested sports users and more than 60,000 sports content creators, contributing 50 million professional contents. The number of live sports broadcasts and the number of viewers increased by about 50%, and the coverage rate of head resources accounts in various fields of sports industry reached 70%.

Source: massive arithmetic

The blessing of the sports sector to Tik Tok not only eased the current growth pressure of Tik Tok, but also stimulated the creation of UGC and PUGC content in the station. Tik Tok's entry into the World Cup can be said to be a natural trend.

The most important thing of live broadcast is to satisfy the user's viewing experience. As early as six months ago, Tik Tok began to optimize the live broadcast experience of the World Cup and built a dedicated live broadcast room for the World Cup.

Tik Tok provides a high frame rate of 50FPS for free on mobile phones, web pages and tablets. 1080P and 4K ultra HD broadcast images are nearly 20 seconds faster than Mi Gu. In addition, the exclusive HDR display effect and the absence of opening advertisements and paid programs make the viewing experience significantly better than other platforms.

In the same game, Tik Tok provides a number of routes, not only with live music and various explanations, but also provides a "barrier-free subtitle live room" for the hearing-impaired audience. The choice of multiple seats can also meet the needs of different fans.

On June 22nd, in the group match between Argentina and Saudi Arabia, 165438, a large number of fans chose Messi's exclusive perspective in Tik Tok and tasted Messi's "one last dance" from beginning to end. Related topics have also caused heated discussions in other programs, such as # Messi lost and Liu Genghong cried, which has been played nearly 60 million times on Tik Tok.

During the live broadcast of the game, Tik Tok also introduced the function of "watching and chatting". Users can invite friends to form a temporary group chat group on the live interface, and express their feelings in real time while watching the game. All kinds of wonderful games can be shared with friends through the "watch" function in the live broadcast room.

Coupled with copyright barriers, the grand occasion of WeChat group chat was successfully transplanted to Tik Tok. Today, with more and more network activities, this may become a classic memory of the new World Cup and will continue in the future.

This product setting fully combines the social circle of football and the interactive experience of short videos. In addition to the barrage of public screens and the attempt of social plug-ins, Tik Tok began to test users' acceptance of communication services.

Nature "lives" the content into the flow ecology.

The Sports Law of the People's Republic of China, which was passed on June 24th this year, stipulates that information such as pictures, audio recordings and videos of sports events shall not be collected and disseminated for profit without the permission of the organizers of sports events and other relevant rights holders.

This means that with the blessing of the Sports Law, unauthorized communication will face legal risks, which can also explain why short video platforms are burning money for exclusive competitions. High-quality IP can not only amplify the influence of the event, bring traffic to the platform, but also expand the direction for the downstream of the industrial chain.

On the eve of FIFA World Cup Qatar 2022, Migu and Tik Tok launched a close battle on the platform self-made programs, and found three magic weapons: customized title, sponsorship exposure and peripheral sales from various investment promotion modes and cash realization methods.

Migu is an experienced player. The video page has been linked to China Mobile to carry out marketing activities such as guessing the outcome, winning traffic and winning supermarket members. Under the variety "The Strongest Sound of the World Wave", there are advertisements for the game patches of "Best Club" and "Future Football", and there are links in the mall to provide shopping around the World Cup, such as the mascot raib ornaments, the World Cup charger and Huang Jianxiang's hand-held Wang Meng.

Source: Mi Wei video screenshot

The brand customized variety "Call of Superstars, Fight for Glory" made legendary superstar Owen call for honor, "Best Goal of the World Cup Day" won the favor of Fan Fei Auto, and "Best Assist of the World Cup Day" was named by FAW Toyota.

In order to deepen the platform's impression of the announcer's team, the variety show Boiling, Commentator, World Cup Season was produced, Looking Forward and Looking Back was created for Zhan Jun, Know the Ball was developed for Dong Lu, and The World Cup of Talking Big was recorded for Li Xiang. However, these programs are obviously somewhat unpopular, and the sponsorship amount is far less than that of Tik Tok.

Tik Tok, who holds celebrity resources, is obviously more capable of attracting gold. Customized columns cover all kinds of gold owners, including fast-moving consumer goods, automobile, finance, alcohol, games and other industry brands.

Among them, Mengniu's titled guide program is Fight for the World Cup, and Still Fan Zhiyi is sponsored by Yili and Heineken Beer.

Jian Nanchun was named the Huangjia Football Class opened by Deyun Society, and Guojiao 1573 was named to chat with Tao and Da Cafe.

FAW-Volkswagen and the strategic version of the Three Kingdoms of the mobile game are titled "Huang Jianxiang Talk", the future football of the mobile game sponsors "Understanding the Ball Conference", and BYD holds hands with "Hong Ge Kan Ball".

In addition, Tik Tok's profit mainly comes from Tik Tok e-commerce and Tik Tok advertising. The e-commerce link embedded in the variety play page is to accurately reach users and achieve effective marketing transformation.

In other words, if we extend the topic of the World Cup to the pan-entertainment scene, we will have a chance to create more hot spots.

In the first match, e-sports commentator Guan said that Qatar should not panic when facing Ecuador. As a result, Qatar became the host of losing the first World Cup opener in history, and Guan Chong's hot list was successfully broken.

Before Luhan Yingyi, God predicted the final winner. That night, the topic 18 related to Lu Han rushed to the hot search.

The addition of cross-border commentary can bring richer interpretation perspectives and circle-breaking effects to the activities. The live broadcast atmosphere with stalks and heat can quickly ignite the enthusiasm of users to watch the World Cup.

The ecology of sports content created step by step is also more benign, and the growth of sports users, the mode of content operation, the cognition of advertisers and the changes of user habits are slowly being digested and absorbed.

Ma Hongbin, senior vice president of Aauto Quicker, once said that with short videos becoming the mainstream of social activities, future sports events, content and IP will interact closely with users to realize commercial realization, which will bring new opportunities.

Tik Tok has obtained the right to broadcast and broadcast the World Cup, as well as the authorization of secondary creation. On the one hand, it can meet the multi-dimensional and fragmented needs of users, on the other hand, it can also drive the sports boom in the platform, which is also natural for Tik Tok to invest in the field of life services this year.

Various ways from process to implementation

Before the World Cup starts, Tik Tok warms up the World Cup with a football topic every day. After the World Cup started, Tik Tok also created content around this topic through this platform. Everyone's relay snowball is getting bigger and bigger, and fans can see a steady stream of creative content.

On the first day of the competition, # Qatari Sadness Wang Zijie Huafa # topped the hot list of Tik Tok, and Tik Tok's goal was clear, that is, throwing out the stalks with the highest audience acceptance.

Before the first match in Argentina, the topic of "Messi cosplay Stunned Messi" appeared in Tik Tok Hot Search, and all kinds of cute pets became World Cup prophets, predicting the World Cup champion in an interesting and fun way, and striving to become the "Paul the Octopus" of this World Cup.

Tik Tok's rich secondary content shows the plasticity of football content, allowing everyone to discuss the volume of the World Cup after professional events. Through the unique product functions and the interactive operation of its own platform, it has created a high degree of experience.

However, judging from the self-made content of the current platform, the video itself is not the focus of Tik Tok. The planning behind it is to promote life services and lay out offline retail business, and connect it through Tik Tok e-commerce.

Tik Tok e-commerce recently released data showing that the sales of platform jerseys, refueling speakers, table football machines, football and other commodities soared.

During the period of165438+1October 17-23, the sales of jerseys in Tik Tok e-commerce stores increased by 5 13% year-on-year, and the sales of power-assisted speakers and table football machines increased by 298% and 197% year-on-year, respectively.

Mengniu, Coca-Cola, Budweiser, Adidas, vivo and other World Cup sponsors, these brands are also the official authorized dealers of the World Cup to launch theme products, which meet the needs of fans in a targeted manner and enhance the atmosphere of watching the game. According to statistics, before and after the World Cup, the sales of official merchants authorized by Tik Tok e-commerce core increased by nearly 100%.

Tik Tok's advertising monetization efficiency is high, the live e-commerce model is developed, and the monetization efficiency is much longer than that of video. Outside the World Cup, Tik Tok's footsteps are still not idle.

As early as 10, those who have the copyright of the World Cup started the season-watching activities, and invited ten brands including Huang, COSTA, Milk Snow Tea, Taotaoju, Hutouju, Atlantis Hotel, McDonald's, hellens and Haidilao for joint marketing.

Every morning165438 from October 26th to February 26th.

In order to let everyone share the immersive experience, Tik Tok Life Service gives full play to the advantages of platform content creation, joins hands with high-quality talents and merchants to create exclusive tray enthusiasm, and realizes the double breakthrough of brand awareness and sales.

By the end of165438+1October 20th, the event has launched more than 4,000 live broadcasts with goods, and achieved over 60 million gmv live broadcasts, including over 3 million GMV live broadcasts by brands such as Wallace, Shanghai Auntie and Hangzhou Kaiyuan Sembo.

165438+1at the beginning of October, when I was hungry, I launched the Tik Tok applet. Although it only landed in Nanjing at present, I believe that this passage will soon supplement the weak links of Tik Tok in distribution and other links. A few days ago, "Are you hungry? Takeaway "Tik Tok applet has also been launched in most cities in China, and users of Tik Tok can find the entrance by searching for keywords such as" Hungry ".

Source: Tik Tok screenshot

However, after Tik Tok got through the local life group purchase, many fans were hungry at night and ordered a midnight snack. By the end of165438+1October 27th, in the group purchase of Tik Tok, the sales volume of McDonald's World Cup fuel barrels exceeded1000000, the transaction volume of a single product exceeded100000 yuan, and the fragrant bone barrels of KFC also sold more than 800000.

In addition to online carnival, Tik Tok Life Service has selected 35 "warm-hearted cooperative stores" in East China for in-depth cooperation, and cooperated with high-quality merchants to create an offline conference and create an atmosphere for stores to watch the game. Tik Tok broke the dimensional wall and really entered people's lives through two-track operations.

04 written at the end

At present, the core of the dispute between major platforms is to explore the breadth of content and application scenarios, so that users have more reasons to stay, mature business models have more operating space, and explore the boundaries of profit models.

Whether it's Messi, Cristiano Ronaldo's one last dance or Neymar's Farewell, Tik Tok has been operating activities during the World Cup by operating IP.

It is unrealistic for the platform to rely solely on the copyright of the event to make money. At the moment when the cost of getting customers is getting higher and higher, sports events are more like a huge drainage advertisement. The platform can be used to test your marketing planning ability, realize the link, and also show your "muscles" and project control.

From Tik Tok's point of view, the copyright of the World Cup live broadcast will further promote the ecology of sports content in the station, and the user stickiness attracted by live events, derivative programs and interactive gameplay is far greater than reward-driven and community-driven. The initial attempt to operate the copyright of the World Cup live broadcast can also provide rich case endorsements for brands on the platform and leave valuable practical assets for the platform itself.