Editor's introduction: When short videos and live broadcasts are popular, a large number of Internet celebrities with tens of millions of fans have emerged. They rely on the platform's traffic dividends and continue to output content. However, as the rules of the short video industry change, they gradually lose their competitive advantage. They have witnessed the best times, how do they face the worst times of their own? This article will analyze and interpret it, which is worth reading. In the past few years, short videos and live broadcasts have become the most popular. The fast-moving development gears of Dou Kuai B have created stories of groups of creators gaining followers and monetizing them. They have grown from unknown amateur bloggers to big internet celebrities with tens of millions of fans, and have gone on to their own lives. peak. However, the development of short video platforms is not a perpetual motion model.
According to the 2021 Aurora Q3 data report, Douyin’s Q3 monthly live average reached 630 million, a year-on-year increase of 2.9%. According to the latest 2021Q4 and full-year financial reports released by Kuaishou, the number of monthly active users reached 578 million, compared with 573 million monthly active users in 2021Q3, a net increase of 50 million from the previous month. For bloggers who depend on the platform, the myth that it has easily gained millions or even tens of millions of followers in the past month is difficult to reproduce now. While sms marketing service the user growth dividend is approaching the ceiling, the rules of the short video industry are being re-formulated. From disputes arising from MCN, to Qinglang action, to strict investigation of tax evasion incidents, as well as relevant opinions and policies on live broadcast delivery and online live broadcast profit, one by one, the big Internet celebrities who are active in short video creation and live broadcast delivery have begun. Many "mistakes" have been made , and big Internet celebrities such as Li Ziqi, Lang Weixian, Mr. Guo, Wei Ya, Sydney, Erlu and his wife have stopped changing and lost fans, or have sold their accounts and quit the network.