The Top 100 UP Main is a mirror of Station B

Wen 丨 "Late Finance" Gao Honghao

Edited by Gong Fangyi

The Top 100 UP Masters (Video Creators) selection is a "fixed program" at the end of the year and the beginning of the year, which is a reward for creators who have outstanding performances on the platform in the past year.

Official data shows that the average monthly active UP owners of Station B in 2021 have reached 2.7 million, and the monthly submission volume has exceeded 10 million videos.

In the early days, the criteria for the selection of the top 100 UP masters of the B station were more its fans, but with the gradual maturity of the B station, the continuous expansion of influence, and the overall change of the social environment, the selection criteria were also diversified.

The once popular "witty party sister" and "paper clip" have all been selected as the top 100 UP masters, but since then they have "overturned" for various reasons and have had to announce their withdrawal from the network.

Station B said that the selection basis for this year's top 100 UP masters is: professionalism (creation is highly professional); influence (this year's important works have achieved positive, positive, wide community influence); innovation (breakthrough self, courage to innovate, and actively try different ways of creation)

The top 100 UP masters are a mirror of Station B: they represent the highest level of original content on Station B; at the same time, through them, we can also see that as the most popular video community among young people in China, Station B looks at what the world's perspective is, what it is encouraging and what it opposes.

Here's a summary of this year's list by LatePost:

Continue to break the circle: The backgrounds of the Up owners are more diverse

The divisions of the top 100 UP masters are more diverse, increasing from 11 this year to 14. The virtual area, the cute pet area and the sports area are the three new districts.

The proportion of UP owners from the two largest content areas of the game area and the living area decreased the most, reaching 6% and 10% respectively.

Advocate mainstream values: the proportion of UP in the science and technology district has increased, and the proportion of UP in the ghost animal area has continued to decline

He's out-of-the-loop has stimulated more users and creators to be interested and enthusiastic about the technology field, and this kind of content is more in line with the mainstream values encouraged by the moment.

In contrast, after the "de-ghost animalization" campaign launched by Station B in the past one or two years, the proportion of UP in the ghost animal area dropped from 5% to 3%.

Encourage commercialization: The proportion of up in the food area and the fashion area remains stable

Although the proportion of UP owners in the living area has dropped by 10%, the proportion of UP owners in the food area and the UP owners in the fashion area have remained stable, and these two areas are also the content areas where Station B is relatively better for commercial monetization.

Support for new creators: No longer traffic-only theory

The standard of the top 100 UP owners is no longer only traffic theory, and many UP owners with less than one million fans or less than a year of residence can also enter the list. In contrast, there are many UP owners with high fan numbers but have entered the top 100 lists many times and have been excluded this time.