Source l Reverse Liu (id: yuanyuankaoshi)
My little assistant, excited to share the big discovery with me: Sister Yuan, the first batch of Internet celebrities on Douyin, most of them have cooled down!!
I thought about it: Hmm!
Then she told me why.
She said:
Because they won't make money.
For example, 1 million fans of Internet celebrities earned 2 million.
For him personally, it is good;
But for the Douyin platform, Lao Tzu gives you 1 million fans, hundreds of millions of plays, you only earn 2 million, how much profit can you contribute to me?
So TikTok slowly, don't give them traffic.
They're cold.
I listened: Who told you that?
Her: I brushed up on a video, and the blogger spoke.
As someone who has been immersed in Douyin for nearly two years and now has 14 million+ followers, I would like to correct it:
In fact, Douyin attaches great importance to content, but it does not want too much commercialization.
If you think about it, if a platform supports all the anchors with goods, all the ads, and no content at all.
Can this platform still retain people?
Is there still a daily life?
Monetization and content are two legs, parallel.
Content is always the cornerstone, don't put the cart before the horse.
The first batch of Internet celebrity content is done well, because if you don't make money for Douyin, it will be cold?
No way.
The content itself is the most valuable thing.
Doing vibrato is quite "precarious".
Today's video exploded, tomorrow may be the street;
Today you are still top, tomorrow no one cares.
But the crux of the matter is not to make money for douyin.
Just because, it's not easy to do.
For example, I brushed a clip of a boy and a girl singing today, and I was amazed by the voice of one of them.
Just click into the person's homepage.
Browsing down, the discovery number is not very mature, and other videos are not as good as the one out of the circle.
So I left.
I brushed to a mouth broadcast, the golden sentences came out frequently, I felt that it was reasonable, and I paid attention to it casually.
After a few days of attention, I found that the character of this blogger, I don't like much, the new more oral broadcast, the point of view is flat.
So I left again.
All Internet celebrities create something for people at the moment of fire, called value expectation.
It's hard to satisfy, or to consistently meet, a person's value expectations, and then retain that person.
Douyin's algorithm recommendation mechanism is even more ruthless, recognizing content and not recognizing people.
Because it is not easy to do, the life cycle of the account is relatively short.
The new list has released a 2020 content industry annual report, which says:
In 2019, 53.2% of the accounts on the WeChat monthly list top 100 were listed 10 times, 9.7% of the top 100 of the Taobao Live Monthly List were listed 10 times, and 1.4% of Douyin was listed.
It can be seen how fast the update iteration of the Douyin account is.
Almost, top take turns doing it, next month to someone else's house.
My current short video operation colleague, the last job, only lasted three months.
Ask him why during the interview.
He said: The project is dead.
I've always preferred that candidates have a shorter job cycle.
Worry that this person is unstable, and the time is too short to produce any results.
But this situation is more understandable.
If you are engaged in core work, the growth of three months in Douyin may be worth a year for others.
Grinding content all day, too testing.
Do you know Zhang Xinyao?
The big dancing boy who sang "Do you want to be my girlfriend" to the camera and lip-synch.
During his most popular period, he was known as the "first person of vibrato".
As the "darling" of Douyin, he has been on the official promotional film of Douyin and has also been on the open screen of Douyin.
Half-year increase in powder 4.6 million.
Everyone said that he caught the first wave, the TikTok dividend.
After searching his information, I learned that his real shining point was not in vibrato, but in dance.
His biggest charm is not in the number of fans, but in the sunshine confidence when dancing.
People have been dancing for a long time.
The emergence of vibrato is just to make his persistence and have the opportunity to shine.
So is Yoko Spicy.
Big round face, small eyes, nose collapsed, this girl who seems to have nothing to do with "beauty", in high school, wanted to be an actor.
She wrote in her high school diary, if you look for a beautiful actress, grab a handful of it, but want to find a woman who is ugly, confident, and funny, just me, I am not beautiful, but only this one, out of print.
In the days to come, she will strive to make the diary a reality.
It's not the short video platform that decides her.
It was she who chose the short video platform.
In the platform, as a funny Internet celebrity, she "spoofed" and remade many classic TV series.
Then there's traffic.
Because of the traffic, the directors of various shows began to invite her.
So there is that paragraph, rushed to the hot search, the classic performance in the movie "Thief Family".
With Er Dongsheng's comment: Just watch this scene, I give you 100 points, I think you have a chance to be a film queen.
She, in the end, got what she wanted.
Really smart people, where it will be cold.
They don't necessarily take root deeply in the platform, they always take root;
Instead, the platform is used as a springboard, into experience, and even into resources.
They don't just stare at the heavens and the earth here;
With full wings, maybe they changed tracks.
I still believe that in this life, if you are serious, you will always get better and better, not worse and worse.
Source of this article: public number @ against Liu, author Liu Yuanyuan.
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