news

jimu news commentator wen qingman

intern wang jinrui

the ministry of human resources and social security and three other departments recently announced 19 new occupations, among which online anchors are among them. the "research report on the development of china's internet audiovisual (2024)" shows that as of december 2023, the number of professional anchors has reached 15.08 million, the average daily short video updates on major short video platforms are nearly 80 million, and the daily live broadcasts exceed 3.5 million. in the vertical screen era of "everyone can be an anchor, and everyone is willing to be an anchor", online anchors, as an emerging professional group, are large in scale and have a far-reaching influence, which is remarkable. however, looking at various online platforms, the quality of content released by online anchors is uneven, and there are many fakes. the repeated prohibition of "bad money" and its long-term persistence have also become a difficult problem for the development of the online anchor industry. (according to a report in banyuetan on september 18)

"traffic beggar" (photo source: xinhua news agency)

when traffic becomes a testimony to popularity, online anchors are like the eight immortals crossing the sea, each showing their magical powers. live streaming seems to have a low threshold, quick money, and anyone can sell goods, but it is not easy to really go long-term and steady. the new business model is developing rapidly. while opening up sales channels and boosting domestic demand, there are also wild growth industry chaos, such as data fraud, counterfeiting, "renting faces" live streaming, etc. some live streaming content is homogeneous, monotonous, and vulgar, and even misleading consumers to make huge profits.

however, if they want to be popular in the fiercely competitive market, online anchors must abandon the mentality of quick success and instant benefits, and instead pursue high-quality and in-depth content creation. because no matter which platform, what can really touch people's hearts and resonate is always those contents that are rich in cultural heritage and convey positive values. for example, some online anchors use poetry as a medium to spread the beauty of culture; some online anchors show their personal skills and convey the beauty of creation; some online anchors lead users to study together and create a beautiful atmosphere, etc. undoubtedly, these live broadcast rooms can show people positive values, and immersion in them can help users grow.

of course, it is not a one-day job to achieve the transition from being an internet celebrity to a long-term celebrity, nor can it be done by one person alone. the online anchor industry needs to accelerate the pace of professionalization. on the one hand, the platform should improve the anchor credit system, strengthen the pre-regulation and post-punishment mechanism, have zero tolerance for violations, and build a high-quality content ecosystem; on the other hand, it should strengthen industry supervision, formulate scientific and reasonable industry standards and norms, and provide strong guarantees for the healthy development of the online anchor industry.

in addition, "a good ironsmith must have a strong body". internet anchors should actively explore differentiated development paths and create a personal brand with characteristics and highlights. in terms of communication methods, they should make full use of technical advantages and innovate forms; in terms of content creation, they should combine their own advantages and interests, gain insight into users, and cultivate a unique ip image.

in short, if online anchors want to pursue long-term success from being an internet celebrity, they must adhere to the principle that content is king, constantly improve their own abilities and professional qualities, and actively adapt to industry development trends and explore innovative ways. only in this way can they remain popular and undefeated in the ever-changing internet.

(source: jimu news)

for more exciting information, please download the "jimu news" client from the application market. please do not reprint without authorization. you are welcome to provide news clues, and you will be paid once adopted.