Author |Cheng Yu.
After the short drama exploded, the wind of "copywriting script" also blew to the emotional live broadcast room. The Surprise Research Institute found that searching for "emotional live scripts" in ** can unlock all kinds of scripts. From "family story", "mother-in-law and daughter-in-law relationship" to "husband and wife relationship" copywriting scripts are available, ranging from a few yuan to several hundred yuan, and individual stores can also provide one-to-one customized script services according to the tone of the live broadcast room.
A large number of emotional experts have also emerged on the live broadcast platform, who connect fans in the live broadcast room to answer all kinds of emotional questions, ranging from conflicts and quarrels in love to property division in marriage and family. While quickly attracting fans, it also realizes it through one-on-one paid consultation, live broadcast rewarding, cooperation with goods, and selling courses, and the income behind it is also extremely considerable.
However, the stories of bitter disputes in the live broadcast room may also be scripts that win the sympathy of the public in order to deceive traffic, and the industry has even formed a complete industrial chain from screenwriters, actors to training.
"Love trap" gives birth to gray trading?
The Surprise Research Institute saw on the live broadcast platform that a considerable number of anchors are currently providing psychological counseling and love skills services under the banner of "emotional counseling", but their professionalism is generally questionable.
Because under normal circumstances, if the anchor appears on the network in a professional or professional capacity similar to a "consultant", the platform needs to review and certify the anchor's identity and qualifications, and indicate its business scope. At present, many anchors do not display similar platform authentication labels on their account homepages.
In fact, there is no such professional certification as an "emotional counselor". As early as 2017, the Ministry of Human Resources and Social Security cancelled the professional qualification certification of "psychological counselors", which means that the number of counselors who can hold a certificate is limited. However, this does not prevent some institutions from soliciting business as "psychological counselors", and there is even the possibility of "artificially creating" counselors.
Searching for "emotional counselor" as a keyword on BOSS Zhipin, it can be seen that the entry threshold for this profession is not very high, and there are no rigid requirements for psychology-related majors and psychological counseling certificates, while the job requirements of most recruitment companies are also marked with labels such as "experience is not limited", "education is not limited", "* sales" and so on.
When the platform and the industry lack strict control, emotional counselors, as a popular and relatively new profession, will inevitably appear to fish in troubled waters, and there are more and more institutions in the market under the guise of "emotional counselors", overpromising those who seek help, and even carrying out false propaganda to "cut leeks" are also happening.
Xiaozi, who was a 25-year-old in a township hospital, told the Surprise Research Institute about his experience of being deceived: "During that time, I broke up and wanted to get back together, so I opened the short ** platform and pushed me an institutional account, and I clicked in to see it was very consistent with my state." I remember that it was a free consultation at the beginning, and then I spent 2,000 yuan to place an order for a half-month primary consultation, and after paying the money, I was recommended by a teacher to teach me how to chat, and also sent a document for me to read and write after viewing. ”
After Xiaozi messaged the other party according to the method of the emotional counselor, it did not achieve any effect. Half a month later, she was notified that she needed to pay for the expiration of **, and Xiaozi realized that she had been deceived by an emotional agency. However, this situation is not unique, on the Black Cat complaint platform, the number of complaints against emotional consulting companies is close to 2,000, and the reasons for complaints are mostly "refusal of refund", "false service", "deceptive consumption" and so on.
Not only is the service effect of the consulting company not guaranteed, but the emotional live broadcast room may also be fabricated. In October 2023, Red Star News reported on the incident of making up scripts in the live broadcast room to sell cheap handicrafts to retired seniors. On the e-commerce platform, there are not only all kinds of copywriting scripts suitable for live broadcast rooms, but also professional merchants who provide a complete set of services such as ** plot, live broadcast script, and delivery skills.
A script seller in the live broadcast room revealed to the Surprise Research Institute that the customized script will be communicated before creation**, on this basis, the buyer will pay half of the deposit in advance, and then clarify the creation requirements, including the number of words, the delivery date, and what type of script is needed, whether it will be used in short dramas and micro-movies, or in the live broadcast room.
The seller further explained in detail that if it is a short drama, the script, the appearance, copywriting, scenery and screen content, as well as what type of BGM needs to be used, will be marked in the scriptIf it is a live broadcast room script, it will also be divided into oral speech and story script.
Among them, the story script in the live broadcast room will first determine the core of the story, character settings and synopsis, and then send the creation outline to the buyer for confirmation and feedback and modification, and then create. During the modification phase, the merchant also promises to make changes to the satisfaction of the buyer according to the buyer's requirements.
In addition to the script, there will also be "wheat hands" hired by the anchor as actors in the live broadcast room, and there are also mature recruitment channels. The research institute learned that "Mai Shou" generally takes orders through the "Mai Shou Group" or a specific APP, and the task content is to share his "emotional problems" with the anchor online, and the remuneration for each microphone connection ranges from 15 yuan to 200 yuan. Sometimes, Maishou also needs to sign a confidentiality agreement to prevent the live broadcast script from being **.
The interactive form of the live broadcast room allows emotional counselors to reach the audience more efficiently, and also makes it easier for ordinary people to contact emotional counseling and psychological counseling services. However, it is also worth noting that the mismatch between the efficiency of the Internet and the low threshold of the industry breeds potential market traps.
Emotions are abundant and the flow is in place
According to the 2023 Blue Book of China's Mental Health, the detection rate of depression risk in China is 106%, and the risk detection rate of anxiety was 158%, and only 36% of the people believe that they are in good mental health. In the context of fast-paced and high-pressure life, people's demand for emotional counseling and psychological counseling is becoming more and more urgent.
According to statistics, the number of "mental health" related to the Douyin platform has exceeded 10 billion. Driven by the potential market demand, short emotions and emotional live broadcast have become a major content direction to attract users' attention.
The research institute observed that the emotional bloggers who are currently active on social networks mainly publish content based on emotional experiences, emotional concepts, emotional observation and analysis, and the live broadcast room is a direct channel for them to communicate with fans. And on platforms such as Douyin, Xiaohongshu and **hao, most emotional bloggers who are certified as psychological counselors usually state in their personal profiles that they have academic certificates in related fields, or indicate the emotional direction of their main focus, as well as their time and case results.
An interesting phenomenon is that there are far more emotional bloggers on the platform than these "experts". Since the authentication boundaries of emotional accounts are not particularly clear, bloggers in other fields will also involve emotional content, such as intellectual and cultural bloggers "Caroline Hanhanjie", "Shen Yiyi", "Lawyer Long Fei" and "Lawyer Lao Han".
Caroline Hanhan's account style is biased towards "incremental information", attracting fans through her own experience, entrepreneurship, growth and other knowledge-based dry goods. The user group of "Shen Yiyi" is relatively young, and the ** content under the account is mostly emotional topics of both sexes, and by telling his feelings about feelings, he can resonate emotionally with fans.
Since ordinary people rarely come into contact with lawyers, lawyer bloggers like "Lawyer Long Fei" and "Lawyer Lao Han" popularize the law and solve their doubts in the live broadcast room through microphone connection, so that fans can't help but pour out the emotional disputes they encounter. But in fact, there are certain differences in the audience of the two lawyers.
Lawyer Long Fei's live broadcast room is mostly for women who complain about their suffering, "Should I get a divorce?.""How do I protect my property?Wait is a high-frequency topic that often appears in the live broadcast room. In the live broadcast room of "Lawyer Lao Han", you can see more real male counseling cases, and common consulting cases also include "I'm getting married, how to take advantage of the loophole and let the woman accompany me to repay the loan when I keep the house owned by me alone", "I quarreled with my girlfriend and beat her to a second-degree minor injury with a punch, how can I keep myself from going to jail", "I'm 21 years old, who should raise me" ......
The emotional disputes that can be described as "explosive" in these live broadcast rooms have attracted the attention of countless netizens, according to Xindou's data, "Lawyer Long Fei" has increased his fans by 2 million in a single month, and "Lawyer Lao Han" has also had an outstanding result of increasing fans by 1 million in half a month. Although both are professional lawyers, it is not difficult to see that emotional issues are the subject of their content.
In addition, there are also some small-scale bloggers whose profiles are marked with emotional bloggers, but in fact they play more of a "tree hole" role. Through a microphone conversation, the person who "speaks" can pour out his troubles and pressures, and the blogger plays the role of a good listener and becomes an outlet for emotions.
The essence of emotional topics satisfies the curiosity of netizens, thus triggering a wide range of discussions, and behind the huge traffic, emotional bloggers are also monetizing more and more.
Talking about love is more about money
Like most bloggers, emotional bloggers are also inseparable from live streaming and selling courses. Among them, live streaming is still the most intuitive way to monetize.
Taking the emotional blogger "Shen Yiyi" as an example, in the past 30 days, 10 of the 11 live broadcasts carried out commodity sales, and the live broadcast sales were about 50-750,000 yuan. Through the new Douyin data and the Douyin window, the Surprise Research Institute saw that the categories promoted by "Shen Yi" include **, personal care and home cleaning, food, books and other goods, of which the sales of down jackets and sanitary napkins accounted for 5324%。
Lawyer Long Fei "has added 38 live broadcasts with goods in the past 30 days, with a total sales of about 1 million yuan. What she and "Shen Yiyi" have in common is that they will monetize through knowledge payment, publish books or recommend emotional-related books with the help of personal IP. For example, "Shen Yiyi's" "I hope to cry next time is because I'm too happy" has sold nearly 10,000 orders on Douyin, and "Long Fei's Lawyer" "Live Your Life Clearly" has also sold 10 on Douyin20,000 orders.
As for online training, it's nothing new for emotional counselors to sell classes. Gege, who is engaged in accounting at the age of 25, bought a copy of "Meet the Unknown Self" because of emotional problems, and the *** with an emotional counselor in the book added friends and entered a community called "Intimate Relationship Camp Class", and then watched a few live broadcasts of mentors.
I've been following this emotional blogger for almost 9 months, because I don't think there's any need to go to a psychological counseling agency, so I usually watch the live broadcast, which is also very convenient, and the teacher will ask questions during the live broadcast and let the group members answer, similar to 'recording thoughts' and 'examining yourself'. ”
However, according to Gege's observation, the microphone connection is free, and the main purpose of the blogger is to sell classes. "And they will swipe the screen to sell course information in the community circle of friends, I looked at it**It was 5980 yuan, and this ** was so expensive that I reconciled with myself on the spot. ”
For some people with complex emotional problems, live streaming and listening to lectures cannot meet the demand. Therefore, for this group, emotional counseling bloggers will launch one-on-one counseling services. By sorting out the content of online posts, the research found that the consulting content mainly includes sentiment analysis, emotional counseling, emotional healing, suggestions and Q&A, etc., but the fees of different levels of counselors are different, so the difference in consultation is relatively large, ranging from hundreds to thousands of yuan.
On the grounds of "love troubles", the research institute consulted three emotional counseling agencies respectively, and began to recommend one-on-one counseling services for convenience after understanding the basic situation, **within 100-1000 yuan, and some institutions indicated that it was only a single counseling guidance, and it may need to be renewed in the future. In the consultation process, only one organization used more words to reflect its professionalism, and only explained "analysis suggestions" in the speech, and did not explicitly promise to solve user complaints.
It is understood that there is also a way to charge monthly consultation, which is about 4000-6000 yuan, or even higher. When the consulting party wants to save a relationship or repair a relationship, it is obvious that one or two counseling services cannot guarantee a solution, so the service method of 30 days a month can be answered at any time is more in line with the actual needs.
From the perspective of the market, the need to solve emotional problems through professional counseling is objective. Professional counselors are often able to help people who are trapped in emotions to see problems from a different perspective and solve problems. Even if it doesn't lead to a good outcome, it can at least soothe emotions and relieve stress. Therefore, the business of emotional counseling has a big pie.
But at the same time, the low threshold of the industry also means that there is a mixture of fish and dragons, and chaos is abundant. If you hope to solve emotional problems with the help of "experts" in the emotional live broadcast room, I am afraid that you will fall into another "emotional trap".
Xiaozi and Gege are pseudonyms in the article.