Bilibili UP initiated ＂Stop the Tide＂？ ＂One button and three links＂ can’t keep the creator？
Recently, the "bilibili Upmaster Initiates the Stop Watch Tide" came first in the airborne hot search. The reason is that the Upmaster "King Xu who eats by his face" with 3.854 million fans and "-LKs-" with 3.112 million fans have issued notices to stop watch one day after another, which makes netizens speculate on the reasons for the stop watch, among which the most concerned is the reduction of bilibili’s creative incentives for Upmaster last year. Is it really because you can’t make ends meet? What changes will the reduction of creative incentives bring to platforms, creators and audiences?
Caption: Weibo Hot Search
Maybe it’s a coincidence
Let netizens link the stop to income, which is the first reason mentioned by King Xu in the stop video: "Because I really don’t make money or even lose money, I can’t do it anymore." But then, he also said that there are other reasons: "If you do something for too long, you will feel tired and want to give yourself a long vacation. I will definitely continue to make videos after a break, but it may be as a hobby. " Another UP owner, "-LKs-", posted an announcement directly under the video of stopping the shift, saying that the channel was developing normally and the income had not decreased. I didn’t know that there were others taking the shift, but it was purely coincidental that they were involved in the "stopping the shift" because of personal vacation and renovation.
At present, it seems that it is not true that the decrease in creative incentives speculated by netizens has led to a large number of UP main stops. First of all, there are only two UP owners involved in "stopping the shift", and the reasons for stopping the shift are different from each other. Secondly, the revision of bilibili’s creative incentives actually took place in March last year, which suddenly triggered a "stop more tide" after a year. Therefore, the so-called "stopping the tide" finally seems to be just a coincidence.
Income does decrease.
However, the reason why this event ranked first in the hot search was also because the revision of bilibili’s creative incentives last year had an impact on the income of creators, which attracted the attention and discussion of netizens.
In the video produced at the end of last year by UP, a gourmet food area, he revealed: "The video revenue after the revision has indeed decreased, and the income of my 600,000 fans has only caught up with the income of my previous 100,000 fans." However, he also said that the income of most creators is divided into two parts: video income and advertising income, and advertising income will not be affected. The "Fate Movement" of the game area UP also revealed: "After the revision, the incentive income of basic creation has decreased by 50%-80%."
Caption: Some UP owners revealed their video revenue.
Why should we revise it?
Bilibili’s creative incentive plan has been implemented since 2018, aiming at encouraging more ordinary users to become video creators, which has also led to the rapid growth of UP owners in bilibili in recent years. The sudden revision last year was actually to clean up some low-quality marketing numbers. These accounts came to bilibili to brush their broadcasts by publishing a large number of inferior clips, dubbing with AI, and even stealing plagiarized short videos, so that "bonus hunter" got creative incentives. This is not only unfair to high-quality video creators, but also reduces the overall video quality and audience perception of the platform. However, after the revision, not only the income of the marketing number decreased, but also many video creators with few fans were "accidentally injured" and faced with the pressure of sharp decline in income. This is also an indisputable fact.
Besides the reason of clearing the marketing number, bilibili’s loss situation has also aroused widespread concern. Previously, bilibili announced that the net loss in fiscal year 2021 was 6.8 billion yuan, an increase of 119% year-on-year; Among them, the net loss in the fourth quarter was 2,095.8 million yuan, up 148% year-on-year. "Is the economic pressure too great, causing bilibili to start’ throttling’?" For a time, this has also become one of the reasons for netizens to guess. However, at that time, Fan Xin, the chief financial officer of bilibili, publicly expressed confidence in achieving breakeven and turning losses into profits in the future. Not long ago, bilibili just announced that the net loss of bilibili last year was 7.5 billion yuan, while the creative incentive for UP owners was as high as 9.1 billion yuan, indicating that the platform is still willing to support video creation.
What is the impact?
In any case, the revision of bilibili’s creative incentive plan has really affected the income of most UP owners. What will this bring to the platform and audience?
First of all, some marketing numbers and low-quality accounts will leave bilibili because they can’t get wool, which will improve the video quality of the platform to some extent. Secondly, in order to make UP for the decrease in income, more UP owners will choose to join the ranks of receiving advertisements, and some video creators who are greatly affected by the decrease in income may also tilt their creative focus to other platforms.
On the other hand, bilibili’s emphasis on the video quality of the platform still makes netizens look forward to it. In 2014, Rui Chen, Chairman and CEO of bilibili, promised netizens that "bilibili will never post advertisements". Nowadays, some netizens, worried about the loss situation, suggested that bilibili join the patch advertisement to increase the revenue of the platform. Li Xi, chairman and chief operating officer of bilibili, responded: "The revenue of the patch advertisement is not high, and the video of bilibili is concentrated in 2-5 minutes. Joining the patch advertisement will extremely destroy the user experience, which is not worth the candle. bilibili will not try it easily." At the China Internet Audio-visual Conference held last week, Rui Chen also expressed his attitude towards high-quality content creators: "Excellent content creators are the constant vitality and value of bilibili. Good content is value, and good content will give users a sense of gain. " (Xinmin Evening News reporter Wu Xuying)
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