According to the news on November 3, the State Cyberspace Administration of China, the Ministry of Culture and other departments have recently jointly issued the "Code of Conduct for Webcast Rewarding" in the near future, which is mainly aimed at the high-value rewards in the live broadcast industry. Webcast already has a huge audience, and many popular anchors, especially female anchors, have been born on certain live broadcast platforms. The source of income for these live broadcasts is fan rewards and platform sharing, and the income of popular female anchors is even higher than that of ordinary stars. Some local tyrant-level fans may reward hundreds of thousands or hundreds of thousands each time. In order to show their presence in front of idols, other fans will follow to reward the anchor.
There must be a boost from the live broadcast
With a rational analysis, it is not difficult to understand the routine behind live rewarding. Nowadays, there is a role in many industries, that is, "support". For example: meal care, wine care, marriage care, etc. The interests of female anchors are actually tightly tied to the platform. Therefore, the platform can completely operate through some dark boxes, in order to promote a popular anchor, arrange several local tyrant users to give high rewards. The main purpose is to stimulate the consumption of other fans. There are always some fans who are younger and are easily stimulated. Of course, it is quite normal for some popular female anchors to have several gold hosts behind them.
Falsified data creates the illusion of empty streets
It’s no secret that the live broadcast industry buys fans, whether it's fans buying zombie fans for idols or the operation team behind the female anchor. Purchasing fans is a normal operation, so the fan base of many anchors is not true. This is the same as the mentality of consumers in online shopping. Products with high sales will definitely be bought, and products with low sales will definitely not be bought. The host opens the live broadcast room. If the number of online viewers in the room is too small, it is not conducive to turning passers-by audiences into fans. The host industry is very competitive, and the number of loyal fans is limited. Passerby audiences are the resources that must be grabbed.
Make full use of fans' irrational consumer psychology
Star chasing requires rationality, and rewarding anchors also requires rationality. The news has also revealed multiple related cases. In order to reward their favorite anchors, they even went bankrupt. In addition, some anchors deceive fans through software beautification and other methods, causing some male fans to give crazy rewards, and the rewards cannot be refunded afterwards. Rewarding on the webcast seems to be something "you love me", but the platform and operation team are indispensable behind it. Taking advantage of the irrational consumer psychology of some fans and viewers, like buying goods, these fans are just to get the attention of idols.
Cracking down on high rewards for live webcasts is the same as cracking down on small fresh meat stars' overpaid. Although on the surface it is determined by market supply and demand, but the abnormal development of a certain industry will sooner or later ruin the industry. For some immoral anchors, corresponding punishments should be given. Wenshitou IT Perspective