This article is from the WeChat public account: Poison Eyes (ID: DomoreDumou), author: Chen Shoucheng, Editor: Zhang Youfa, the original title: "Why stars don't love to send vibrato", head image source: Visual China
Douyin personal number fans the first place to change owners.
For a long time, Chen He, the "star" who began to "play Douyin" since January 2018 (when the number of Douyin daily active users was only 30 million), was the first douyin personal number fan. Later, almost under the full publicity and traffic flooding of the platform, Andy Lau's number of fans once surpassed Chen He.
But now, the first of Douyin's personal fans is not a "star" who has traffic and is well known to everyone, but a "crazy little Yang Brother" who is gradually killed from the local ecology of Douyin.
Douyin has spent efforts to invite many stars to settle in, and has also given a lot of traffic support, and the number of stars with tens of millions of fans on the platform has reached 72, and there are more than 600 million.
But in the daily use experience of Douyin users, the presence of stars is not high. In addition to a small number of stars who have begun to "do business" in Douyin, many stars are not willing to release Douyin, and some even directly stop changing.
According to the incomplete statistics of Poison Eye (ID: DomoreDumou), among the 72 stars with more than 10 million Douyin fans, 21 have stopped for more than a month, which is unimaginable on douyin internet celebrities of the same magnitude.
The number of celebrities who maintain a high frequency of updates and use vibrato on a daily basis is not much. Relatively extreme, it even treats vibrato as a hot potato, lest it be avoided.
As a short video platform with 600 million daily active users, Douyin is a content promotion platform that stars must seriously consider, but why do many stars with traffic hit a wall on Douyin? What are the reasons for those stars who don't update TikTok? How much value can Douyin provide to stars, or conversely, how important are stars to Douyin?
First, celebrities do not like to play vibrato?
The internet is changing very quickly, and many people have forgotten the times. For example, once vibrato, in fact, stars are still very scarce.
In January 2018, Chen He "took the initiative" to enter Douyin and released a "jitter dance" performance that he had been very good at in his early years, which received nearly 2 million likes on Douyin and was selected by Douyin.
In the comment area, Chen He, who has just entered Douyin, also seems to be very "cautious", this video released in January 2018 has been commented on until 2021, while Chen He has replied at least 7 times, the most recent one is in 2020, indicating that he is "playing for the first time", quite a bit of politeness from guests.
Unlike Douyin, which now has more than 100 million creators and more than 7,000 users with a million followers alone (data as of October 2020), Douyin at that time had just experienced several out-of-the-loop events and was transforming from a niche platform to a mass platform. Douyin, which is growing rapidly in daily active users, has not yet been able to have a corresponding number of content creators, so it is very hungry for content.
At that time, there were also many misunderstandings about short video platforms in the market. Most of the celebrities are in the wait-and-see period and do not particularly believe in the value of vibrato. Star creators like Chen He, who have their own traffic and have a certain audience popularity, are obviously needed by Douyin, and Douyin has also given a considerable return on traffic.
Throughout 2018, of the 54 videos released by Chen He, all videos exceeded 100,000 likes, 28 over a million likes, and even one over 10 million likes. According to another Douyin creator with 6 million fans, he told Poison Eye that under the weight of his fans, as long as the content reaches 300,000 likes, it is a hit. From this point of view, the content released by Chen He at that time was almost explosive.
At first, it may be just for Chen He to "play", so he accumulated the original traffic in Douyin, and has long been the first place in the Douyin fan list.
Because of the influence of Douyin, Chen He also successfully carried out the live broadcast with goods business in Douyin after Luo Yonghao, and won the debut of 80 million results, and now under the Chen He account, there are also similar broadcasting teams similar to Luo Yonghao, maintaining daily operations.
Chen He's development in Douyin has some elements of luck in the early entrants, compared to other stars, Chen He's characters are lower than the audience, which also makes it easy for ordinary users to accumulate good feelings for Chen He. But most importantly, Chen He is a loyal fan of the Douyin technology stream and has opened up a world with his "love to play".
In fact, Chen He's "love to play" is also an unattainable part of the stars' douyin propaganda. Many artists' publicity has shown poison eyes that whether celebrities spontaneously and actively love to play Douyin has almost become a decisive factor in their Douyin operations.
After all, Douyin is still a platform based on content attributes, and unlike Weibo, which can almost let celebrities get rid of publicity work and hand them all over to the staff, the operation of Douyin is closely related to the stars themselves at all times. Douyin, which has 600 million users, is like a huge cake, but many celebrities may not be willing to eat it at all.
Stars who "love to play" Douyin like Chen He have all received their due returns. According to a celebrity publicity, stars such as Bailu and Sun Yi have helped themselves win more opportunities because they spontaneously play vibrato.
On the one hand, there will be advertisers willing to pay separately for the traffic of stars on Douyin. At the same time, the hidden brand exposure in its video helps the brand to carry goods in the follow-up, forming a curve of growth, and also allowing the stars to win opportunities for themselves to cooperate with the brand later.
Although the probability is not large, turning red through vibrato is one of the hopes of the "paste coffee". For example, Hong Kong star Tao Dayu regained heat in the Hong Kong circle because of Douyin's "inverted earth". Bai Xiaobai, Wu Dailin, Zhu Rongjun, etc. have all regained their lives in their acting careers because of the Douyin Divine Comedy. There is no small amount of contingency in this part, but as long as the opportunity is seized, the paste coffee can also get the second spring of the career.
It can be said that as long as the star spontaneously and autonomously "loves to play" douyin, then the vibrato will give the star the reward it deserves like Treating Chen He. But the "love to play" vibrato is itself a scarce attribute, and the promotion of stars is a business, since it is a business, it cannot be completely in accordance with the personal wishes of stars.
The difficulty of douyin operation is almost all based on how to make stars who do not have so much interest in themselves cooperate to do douyin publicity.
Second, vibrato, difficult
Douyin is an entertainment platform, and entertainment to death is almost the most important attribute of Douyin. People need entertainment, and that need has helped Douyin grow into one of China's most influential platforms. But at the same time, such attributes also make it different from Weibo, and it cannot become a completely tool-based and commercial platform for celebrities.
Taihe artist content operator Junchuan told Poison Eye that unlike Weibo, celebrities need to produce content independently on Douyin. At the same time, because Douyin is a more people-friendly and entertaining platform, it is also necessary to grasp whether the artist's publicity tendency is appropriate.
In fact, because of the discord in tone, the promotion of celebrities on Douyin may even have a negative impact on its commercial value. In Douyin, entertainment can deconstruct a lot of seriousness, and many hot stems came into being.
People's enthusiasm for creating stems is far greater than people's reverence for stars who seem "inoffensive". This has made many stars who are "high on Weibo" and even accused of being evaluated to the end quickly overwhelmed by the enthusiasm of jittering people on Douyin.
Yang Mi, who has been stationed in Douyin at the end of 2018, is a victim of the entertainment trend, and she has stopped changing on September 4, 2020 after only releasing 20 videos on Douyin, ostensibly because she settled in Kuaishou in October 2020 and thus formed a "mutual exclusion" with Douyin. But even if this layer of factors is missing, Yang Mi's douyin operation difficulty will be infinitely magnified.
In 2021, an ordinary Douyin user "Three Dreams" released a video of "before and after makeup" on Douyin, which produced a sense of joy because the gap between before and after was not large, and was pushed by Douyin to give a lot of traffic.
Subsequently, some users seized on the abstract nature of his appearance and wrote "a bit like Yang Mi" in the comment area, and the stem then exploded. "Three Dreams" himself also grasped the traffic password, and constantly touched the porcelain Yang Mi in the subsequent video and live broadcast, and even registered the trumpet to touch the porcelain small sticky rice to call himself "mother" in the comment area. This series of operations has made this terrier that should have decayed quickly continue to generate heat, and even had a negative impact on "Yang Mi" himself.
A star propaganda told Poison Eye that Yang Mi's own fashion resources are limited, and the explosion of the "Three Dreams Like Yang Mi" has made Yang Mi lose some fashion commercials. At the end of 2021, Sanmeng Qiyuan released a video, allowing the audience to call her "Dream Sister", saying that they did not dare to "look like a star", and many people speculated that Sanmeng Qiyuan received a warning from Yang Mi's team.
Shakers love to play with terriers, more than love stars. Such entertainment potential can make some stars with more intimate images and more "comedians" eat traffic dividends, but if the stars themselves have a high "shelf" and "a lot of momentum", then such "play terriers" will dissolve the stars' original "glamorous beauty" on Weibo, and even reduce their original commercial value. This makes some stars inevitably avoid vibrato.
On the other hand, although Douyin has a huge traffic base, the distribution of traffic is unstable because of its unique algorithm mechanism and the attributes of public domain traffic. Celebrities can gain fixed fans and re-comments on any content posted on Weibo, but in Douyin, if the official does not intervene, all of this is almost fatal.
If you don't control it well, it's easy for stars to lose their original influence filters on Douyin. After all, compared to Weibo, the pool of passers-by on Douyin is too big.
At the same time, Weibo's pure public relations behavior is easy to control. The operation of douyin often requires additional operation teams, and stars also need to spend a lot of time with shooting, which is an additional expenditure for the star team, and the cooperative team is not their own after all, once the contract has a problem, the star's vibrato operation may be interrupted at any time.
Between Weibo and Douyin, it is one thing for celebrities to actively choose based on the difficulty of publicity and the ratio of production. The struggle that platforms are fighting in the direction of propaganda is another matter.
A celebrity propaganda told Poison Eye that Weibo will set up a certain "competitive agreement" for celebrities, and if celebrities publish too much content on Douyin or other non-Weibo platforms, Weibo will be "unhappy". For celebrities who have the demand for publicity works, Weibo is a very important marketing position.
She revealed that if the star does not guarantee daily updates, then during the promotion of the work, Weibo will not provide corresponding traffic support. Therefore, celebrities "can't twist their arms but their thighs", and many times they need to listen to the arrangements of Weibo. If the star operates douyin and Weibo at the same time, there will also be a "one vibrato" at the same time, and the "three microblogs" must be replaced equally to ensure the priority of Weibo for the fans of the star.
In this regard, the active competition of Weibo has increased the invisible cost of celebrities to send vibrato to a certain extent. Many of the popularity itself relies on Weibo stars, and it is difficult to compete with Weibo in this regard, so it seems that it is not strong in the operation of Douyin.
Third, vibrato and stars, who needs whom more?
Of course, Douyin, which has been attacking the hinterland of various Internet products, will not surrender. However, at present, Douyin is still in a relatively weak position in the direction of celebrity publicity, so most of the actions of Douyin are to give stars more benefits to increase the willingness of stars to send vibrato.
According to poison eyes, Douyin will plan exclusive topics for stars, take the initiative to help stars cast "jitter +", and even if celebrities usually update Douyin is not frequent, Douyin will still provide a lot of traffic support during the new drama promotion period of celebrities. When some hot topics appear on Douyin, the relevant person in charge will also promote celebrities to participate in the creation of related content. This series of actions will increase the output of the stars after they have invested.
In the development period of the platform, it is uncertain how much value Douyin can provide to stars, so many teams are still waiting and seeing the operation of Douyin, and whether to "operate" Douyin is not within the consideration of most celebrities.
The early entrants were mostly out of personal hobbies, and served as a source of content in the absence of content creators at that time, and thus obtained valuable raw traffic. For example, Chen He and Ouyang Nana. In Kuaishou, there are also stars such as Huang Bo, Pan Changjiang, Guo Donglin and other stars who match their temperament, and play short videos one step ahead.
But at this stage, the platform didn't put much effort into it. For Douyin, celebrities can bring traffic, but compared with the platform that was in the stage of ultra-high-speed growth at that time, it was not crucial. Douyin will treat stars as creators and give some support, but it has not yet reached the stage of such a special service. Kuaishou is also basically similar.
However, with the rapid increase in traffic, they have reached a certain stage, and they are competing in all aspects of the muscle competition. "Stars", a weapon that brings its own traffic and can increase brand value, has become an indispensable part of the platform war.
After 2020, even Kuaishou, who claims not to serve stars, has begun to grab stars. Kuaishou not only poached Di Lieba and Yang Mi from Douyin as Kuaishou spokespersons, but also Chinese Jay Chou, the largest "traffic" on the Internet, and recently invited "Jackie Chan" to Kuaishou. And Douyin, who sang the stage drama with Kuaishou, invited Andy Lau.
Investment in superstars is a logic of stock competition, and superstars may also need platforms to consolidate their influence, but they are far less than the platforms need for superstars. By inviting superstars to enter the platform, Jitter has made its platform get a certain degree of brand value bonus. At the same time, similar to the cooperation between Jay Chou and Kuaishou, it is also because of its own tonal difference, which has attracted a new wave of fan users for the platform.
Although ordinary stars can also help Douyin Kuaishou to obtain traffic, it does not reach the point where it is necessary. Both Douyin and Kuaishou are well aware that their core assets are native users and content creators. Therefore, the addition of ordinary stars is more like a bonus to content output.
When it comes to discussing who needs whom more, stars and stars have to look at each other separately. The need for superstars by Douyin is obviously greater than the need for Douyin, so Douyin needs to spend a lot of effort to "invite in" and make a big noise; influential stars need each other with Douyin. Celebrities regard Douyin as an important marketing and publicity platform outside of Weibo, and Douyin also needs these stars to expand the content field; and the "past stars" and even "paste coffee" who have obviously become more weak in status obviously need Douyin more.
To some extent, whether celebrities love to play vibrato is a pseudo-proposition, under the commercial operation idea, love or not love to play, are business.
It's just that some people do a good job of business because they do a big job, and some people open a dismal income and have a bad income, so they simply close their doors.
This article is from the WeChat public account: Poison Eye (ID: DomoreDumou), author: Chen Shoucheng, Editor: Zhang Youfa
This content is the author's independent view and does not represent the position of Tiger Sniff. Unauthorized reproduction is not permitted, please contact [email protected] for authorization matters
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