The diva and I cross each other

Chapter 528 Internet Celebrity Economy
"Mr. Luo, do you have any idea of ​​opening a live broadcast channel on Douyin?" Chen Junmiao asked straight to the point.

"Why do you ask this suddenly?"

"Boss Luo, it's like this. We at Zhuoguang Entertainment actually invest a lot of resources in training trainees, but some trainees are ultimately unable to debut for various reasons, so the money spent on these trainees is wasted. So I wonder if we can let them create value for the company in other areas?

Live streaming platforms are very popular recently! With the popularization of 4G networks, the two largest live streaming platforms on the market, Shark and Maoya, have made a lot of money.

In addition to these two industry-leading live streaming companies, there are many other small and medium-sized live streaming platforms that have made money.

Mr. Luo, I think the live streaming industry is still in chaos. There are no reasonable regulations to restrict the industry, and people are generally curious about it. In addition, the hardware for live streaming has met the standards, so it is a good opportunity to enter the live streaming industry.

Our Douyin already has a large audience base, so we can open our own live broadcast channel and let these trainees who are unable to debut become our own anchors.”

Luo Ming shook his head and said, "Miao Miao, you think too simply."

"Ah? Mr. Luo, is my plan not okay?"

"It's not impossible. On the contrary, I think it's pretty good. But you've misunderstood the focus of the live broadcast industry. Your pretty good waste utilization plan may fail because of it."

“Mistaking the focus of the live streaming industry?”

"That's right, Miaomiao, what do you think is the most important thing in running a live streaming platform?" Luo Ming asked.

"It should be the content, right? Only when the content is interesting and rich enough can it attract more people to the live broadcast platform." Chen Junmiao thought for a while and gave his own answer.

Luo Ming shook his head after hearing Chen Junmiao's answer and said, "You are wrong, absolutely wrong! The most important thing about a live streaming platform is not the content, but the people who broadcast it.

Miaomiao, you shouldn’t worry about the content. Instead, the live streamers need to do everything they can to retain their audiences. Miaomiao, all you have to do is retain the live streamers.”

After listening to Luo Ming's words, Chen Junmiao looked confused and obviously could not fully understand what Luo Ming said.

"Boss Luo, I don't quite understand."

"Miaomiao, have you ever heard of the term "entertainment to death"? "

Chen Junmiao nodded. This was a concept proposed by media culture researcher and critic Neil Postman in the 80s.

He believes that today's society is an era of entertainment, and all public discourse is increasingly appearing in the form of entertainment and becoming a cultural spirit.

Our politics, religion, news, sports, education and business have all willingly become vassals of entertainment, without complaint or even silently, with the result that we have become a species that is entertained to death.

As we enter the era of mobile Internet, this situation has become increasingly obvious. The growing influence of celebrities is the best proof of this.

"Miao Miao, if you know, then it's easy to explain. In my opinion, the most important thing for a live streaming platform is to grasp the spirit of entertainment to death.

At the same time, this spirit is radiated to individuals, creating stars belonging to the live broadcast platform, that is, the so-called Internet celebrities. "

Chen Junmiao's eyes lit up, as if he understood something.

"Mr. Luo, do you mean that live streaming platforms can only develop rapidly by relying on the internet celebrity economy?"

"Yes, in my opinion, Neil Postman's Amusing Ourselves to Death predicted the arrival of the internet celebrity economy." Luo Ming's words left Chen Junmiao stunned for a long time. She knew Amusing Ourselves to Death, but he had never heard of the concept of the internet celebrity economy before.

In fact, the birth of the internet celebrity economy is inevitable in a sense.

Because the advancement of Internet technology is bound to bring about extensive cross-regional and cross-cultural connections, and will also give birth to the internet celebrity economy.

In the past, people in China began to pay widespread attention to Internet celebrities as early as 2012.

Many internet celebrities were born this year, such as Dong Ge’s wife Milk Tea Sister, Sharp Brother, and Feng Jie who is now doing pedicure in the United States.

However, internet celebrities were just starting out at that time, and the real internet celebrities began to emerge in large numbers between 2014 and 2016.

After the authorities imposed strict content restrictions on online live streaming after 2016, the internet celebrity economy declined in 2017, but rose again in 2018 due to short videos.

The popularization of mobile Internet has ushered in explosive growth in the internet celebrity economy, promoted the growth of MCN organizations, and promoted the industrialization of internet celebrities. The attributes of internet celebrities have shown characteristics such as professionalism, personification, and virtualization, and are developing in a multi-platform direction.

As live streaming platforms began to develop rapidly, the internet celebrity economy has gradually entered the stage of industrialized development. It is no exaggeration to say that the advancement of information technology has given rise to the internet celebrity economy.

When Milk Tea Sister and Sharp Brother were popular, the online celebrity communication was just the most basic form of text + pictures.

After the rise of the live streaming industry, internet celebrities turned into video forms.

In a few years, after the rise of short videos + live streaming, it will become a mobile video + audio model. In general, the development of the internet celebrity economy is consistent with the development of the Internet economy.

If internet celebrities want to become famous, they need to create knowledge jokes and content instead of just writing text to hype up topics.

The monetization model of the internet celebrity economy is the same. At first it was copyright income, then it became commercial advertising income, and finally e-commerce advertising income, as well as content payment, independent brand development, etc.

Luo Ming told all this to Chen Junmiao. After a long while, Chen Junmiao said, "Boss Luo, I roughly understand what you mean by the internet celebrity economy, but I'm not sure how popular one has to be to be considered an internet celebrity, and how much economic benefits one can bring?"

"Internet celebrities are actually the same concept as celebrities. The value of internet celebrities can be evaluated in the same way as the value of celebrities," said Luo Ming.

"Mr. Luo means that as long as one can influence certain behaviors of fans and has strong communication power, he or she can be considered an Internet celebrity?"

"It's about the same! It's just that the threshold for becoming an internet celebrity is lower than that for a star, and their lifespan is shorter.

After all, the internet celebrity economy relies on the Internet, especially mobile Internet communication and its social platform promotion. It gathers a large amount of social attention and forms a huge fan and targeted marketing market.

This means that internet celebrities are destined to become popular quickly but also decline quickly.

To judge how much economic benefits an influencer can bring and whether the company can make money depends on how well the marketing is done.”

When Luo Ming said this, Chen Junmiao understood, because the next part was her area of ​​expertise.

Isn't this the same concept as judging how many active fans a star has? Chen Junmiao has been in the entertainment industry for so many years and is very good at this.

(End of this chapter)