No one dares to be a big anchor anymore!

The article explores the current status of the live streaming industry, especially the challenges and difficulties faced by big anchors. As a series of big anchors have fallen due to violations, the strategies of platforms are also changing, and platforms such as Douyin have begun to try to cultivate new traffic kings. The article analyzes why Douyin wants to create a new king and why big anchors have become the target of national crackdowns.

I believe that nowadays, few people are willing to be big anchors.

Of course, I think the platform’s future strategy may not necessarily focus on big anchors.

1. Big anchors have failed one after another

In the past month, many big anchors with tens of millions of fans have fallen one after another.

a. Dalan was blocked for suspected illegal stock recommendation

b. Northeastern Yu Jie was fined 1.69 million yuan for suspected false advertising. Mrs. B was also considered to be a member of the same group by netizens because of her remarks in Yu Jie's video.

c. Three Sheep was fined more than 68 million yuan for suspected false advertising, and the anchors such as Qi Laoban under Three Sheep were also fined

d. Ni Haishan, an internet celebrity with millions of fans, was blocked after he allegedly talked about problems of a certain organization during a live broadcast.

In addition, there are many internet celebrities with millions of fans who have been convicted by netizens due to screenshots for various issues.

2. Tik Tok is not good at creating a new king

Faced with the successive failures of many big anchors, Douyin also tried to use its traffic magic again to create a new king.

In the short term, three anchors have received support from Douyin.

1. K total

In less than a month, the number of fans soared from 3 million to more than 16 million, and the popularity of the live broadcast room once exceeded 100,000+.

Mr. K does have a sense of humor, and he is also selling products in an unconventional way, just like Brother Yang when he was just selling products.

But the biggest problem lies with Mr. K, who cannot handle this wave of traffic.

2. Hua Xiaolong

Since August, Hua Xiaolong's followers have been increasing at a rate of one million per month, and currently has reached 12 million.

I once gained a wave of traffic from Douyin by paying a 5-kilometer running fee.

But Hua Xiaolong’s fitness attributes are too strong, and he also has shortcomings in live streaming sales.

3. Listen to the spring and appraise treasures

By appraising treasures before 12 o'clock and treasures after 12 o'clock in a humorous way, he gained 5 million followers in a month, and now his number of followers has exceeded 25 million.

But Tingquan Jianbao was obviously resisting and deep down he didn't want to receive this wave of traffic.

His core business is still antiques, and he is not very interested in promoting other products.

3. Why does Tik Tok want to create a new king?

From the perspective of Tik Tok, why should we continue to create new kings?

Why not give the traffic to Oriental Selection, Walking with the Glory, Make Friends, etc.?

1. Need to continue to attract new players

If the traffic is always in the hands of those few people, it will be difficult to attract other players, and other content creators will lose hope.

2. Reduce risk

So many big anchors have failed, and many anchors have stopped updating.

For the platform, it will certainly not just place its hopes on one or two accounts.

Even a company like Three Sheep with annual sales of tens of billions is at risk of long-term suspension of updates.

3. Stimulate new transactions

For Douyin, the core purpose is to make money.

And traffic is money.

For New Oriental, Yuhuixingxing and the like, they already have stable fans and transactions.

At the same time, the income is considerable. If you want to get more traffic, you can spend your own money.

So we won’t give out free traffic easily anymore.

As for new players, you support them.

On the one hand, the platform's rewards and transactions will increase significantly, and on the other hand, they will continue to invest after it stabilizes.

Therefore, the platform must find new kings who are willing to continue spending money to bring profits to the platform.

4. Big anchors are the targets of public crackdowns

Now I believe that many of my big anchors are in danger.

If you go and take a look, many anchors have not updated their works since the Three Sheep Incident in September.

1. The deterrent effect brought by the Three Sheep Incident requires many live-streaming hosts and their companies to be investigated.

2. Now for big anchors, many organizations and users are looking for problems with them through a magnifying glass.

3. No matter whether the anchor has a big problem or a small problem, netizens will take screenshots and judge him.

Because for many media, as long as they publish the content of these big anchors, there will definitely be traffic.

For example, recently Dong Yuhui mistakenly said in a live broadcast that Marie Curie discovered uranium, and then it was recorded and spread by netizens, who criticized him heavily.

In fact, after Dong Yuhui realized that he had said the wrong thing, he corrected it immediately.

However, this paragraph will not be included in the content that is disseminated.

Because as long as their problematic content is published, there will be traffic.

4. The most dangerous thing now is the anchor who sells goods, as long as the anchor sells some white-label products.

Or as long as the anchor does not do the inspection himself, it can be said that all anchors and MCN agencies lack testing capabilities.

If you only rely on a piece of paper provided by the merchant, there will definitely be problems.

So now many anchors don’t want to become big.

They either reduce the frequency of their live streaming sales, or stop selling goods during live streaming; some even stop broadcasting for half a year.

Why?

Because the first bird to stick its head out gets shot!