The live health broadcast caught the middle-aged and elderly people who had money and leisure.

Author: Yu Jiahui

Health, this topic is suitable for all ages, but everyone’s way is very different. Young people like to "live to the limit and make up to the extreme", focusing on a pulling feeling of "making up while consuming"; Middle-aged and elderly people prefer a more moderate and leisurely philosophy of health preservation. After all, their goal is to grow old gracefully and healthily.

With the improvement of people’s active health awareness, especially among the middle-aged and elderly people who have money and leisure, health preservation has become their new hobby. The short video platform has become a new base for this group of "health seekers" with its rich health care content. Tik Tok and Kuaishou have a lot of head accounts, thanks to this group of loyal middle-aged and elderly fans. According to the research of QuestMobile, the proportion of middle-aged and elderly users who watch live broadcasts in Tik Tok and Kuaishou is close to 30%, among which the proportion of users aged 51 and over is as high as 18.9%, ranking first among all age groups.

In fact, it is not difficult to understand that these short video platforms provide a convenient learning and sharing platform for middle-aged and elderly people, and also allow them to buy what they want without leaving home. More importantly, the strong interaction between the live broadcast rooms has brought them spiritual comfort and added a touch of bright color to the dull and lonely life.

What kind of health anchors do middle-aged and elderly people like to watch?

"beginning of spring, the prelude of all the year round, all things recover, and the sun be the spirit rises again. In the early spring, the wind is strong, and if you don’t pay attention, you will feel cold, and the wind is the length of all evils. Therefore, we should pay attention to doing the homework of wind prevention in spring. "

Aauto Quicker, a popular anchor of traditional Chinese medicine, shared this seasonal health preserving speech in beginning of spring that day, and taught a simple health preserving movement in the video, which gained thousands of likes and as many as 600 comments.

When we study the health preferences of middle-aged and elderly people, we will find that they tend to have higher recognition of Chinese medicine. As a traditional medicine in China, after two thousand years of cultural accumulation, Chinese medicine’s concept is more in line with the cognition and outlook on life of middle-aged and elderly people.

On the one hand, compared with modern medicine, the theory of TCM is easier to understand, mainly from the macro analysis and reasoning, and the threshold for the anchor’s explanation is lower, which is nothing more than harmonizing yin and yang, dredging qi and blood, and centering on meridians, physique, seasons, daily life, diet, emotions and so on.

Some health anchors hang the titles of Dr. XX, Professor XX, Dr. XX and descendants of XX, mainly to share medical knowledge or health skills, and some sports sparring anchors take a cordial route. A title leading the square dance is enough.

Their live content can be roughly divided into two categories: sports sparring and health conditioning. The former is to exercise regularly with middle-aged and elderly people, which is different from young people’s pursuit of sweating. Middle-aged and elderly people prefer aerobics, square dance and Tai Chi with slow rhythm and simple movements. The latter is more about conditioning the body through Chinese medicine theory, such as meridian slapping and acupoint massage.

After observing the characteristics of some health anchors, we summed up several strategies to attract middle-aged and elderly people.

First, the content should be combined with the anchor’s personnel, which should be both professional and friendly; Second, the live broadcast time conforms to the life and rest of the elderly, such as broadcasting at 6 am; Third, the clothes are in line with the aesthetics of middle-aged and elderly people, teaching square dance to wear colorful sportswear, teaching aerobics to wear Tang suit, and teaching acupoint massage to wear white coats; Fourth, the live broadcast is interspersed with interactions to patiently answer the questions of the elderly and enhance understanding.

Live consumption, beware of the "health" trap.

Nowadays, more and more middle-aged and elderly people have found their own paradise in short videos and live broadcasts, but as one sentence says: in the final analysis, the relationship between people is an exchange. Behind the companionship value and warm interaction given by the anchor, there are often businesses targeting the elderly.

Compared with young people, middle-aged and elderly people not only have an economic foundation, but also have high stickiness. They don’t have high requirements for the anchor’s face value, eloquence, culture and live broadcast environment. Once an anchor’s characteristics win their attention and favor, they often follow it for a long time, and they don’t hesitate to praise, share, comment and exchange, and even place generous orders.

In fact, in various live broadcast rooms, the consumption proportion of middle-aged and elderly people is getting higher and higher. At the same time, the number of live broadcast rooms targeting middle-aged and elderly people is also increasing simultaneously.

But in this era of information explosion, while enjoying convenience, we also need a sober mind. The live broadcast room better meets the consumption needs of middle-aged and elderly people. At the same time, because there are a lot of anchors and businesses on the platform, some health anchors are pseudoscience real goods, and some anchors pretend to be famous doctors selling classes, and the live broadcast room with laughter has turned into a carefully woven "trust harvesting game".

Middle-aged and elderly people have more or less basic diseases and chronic diseases, and they lack scientific knowledge. As long as the product selling point is attractive enough and the trust formed by the anchor’s long-term companionship, they may "place an order with passion" and buy high-priced products at any time.

Therefore, we must guard against the behavior of harvesting wallets by using the psychology of the elderly under the banner of "health preservation". It is worth noting that live health broadcasts and short videos without corresponding qualifications are not legal. If you buy fake and shoddy health care products after watching live health videos, on the one hand, you can complain to the webcast platform where the anchor is located, on the other hand, you can also report to the market supervision and management department or local consumer associations.

Whether in the real world or the digital world, whether you are a middle-aged or fragile college student, you must keep a rational and scientific attitude. It’s not that fancy health care products can’t be used, but that a healthy lifestyle is more cost-effective