One million fan blogger "left" TikTok

Production | Author of Huxiao Commercial Consumption Group | Editor Zhou Yueming | Picture by Miao Zhengqing | Visual China "Since this year, several million of our fan accounts have stopped." Dong Zirui, a senior practitioner of TikTok, told Huxiao.
As one of the earliest players to publish content on TikTok in China, Dong Zirui and his team once gained many fans by carrying a lot of content.
TikToker, like Dong Zirui, decided to quit.
According to a data from trendpop, in July 2021, the number of TikTokers with millions of fans will still be around 2000, but by July 2022, it will have dropped to 1200-1300, losing nearly 800 people, and the number of creators with millions of fans will drop by about 41%.
"The platform lacked content at the initial stage, so it did not require high originality, which gave us a lot of living space." Dong Zirui said.
However, with the increase of high-quality creators, the platform has become increasingly strict in the supervision of content.
The content transported or re edited will be judged as plagiarism by the system, and it is difficult to obtain the inclination of traffic.
The accounts Dong Zirui is running are increasingly squeezed.
Of course, in addition to Dong Zirui, a mega carrier like Dong Zirui is quitting, some bloggers are also leaving because of money.
"TikTok's reward for creators is not as high as that of other platforms, and small and medium-sized bloggers have much less opportunities to make money through brand advertising than domestic TikTok." Lin Xiangfeng, a senior person familiar with the European and American KOL market, told Huxiao.
In front of many TikToker, in addition to the production pressure of high-quality content, there is also the anxiety of traffic push after the algorithm changes.
Once the pay is not proportional to the gain, it will touch their nerves.
The moving number began to leave the stage.
According to Dong Zirui, they had moved and edited the content on the sound to TikTok twice, and accumulated hundreds of thousands of fans in three months.
At that time, the original dithering voice in China was very popular, but there was not much traffic in TikTok.
Dong Zirui saw this opportunity and wanted to accumulate some traffic in TikTok first.
"The idea at that time was that with traffic, many things could be done naturally." Dong Zirui said frankly, but he soon found that it was a headache to carry and re edit the content overseas.
According to Dong Zirui, he has tried to open UK TikTok shop, build an independent station and other models, but they all jumped into the pit for various reasons.
For example, the price war in TikTok British stores is becoming increasingly fierce due to the presence of Chinese people.
Many businesses have no profits and lose money to subsidize the British people who "pull wool".
However, when trying to divert to an independent station, the effect is often not ideal due to its messy handling content and insufficient matching with goods.
On the way of receiving advertisements, things are not as smooth as Dong Zirui imagined.
In China, due to the maturity of the flow realization mode, every fan can be converted into a transparent price tag.
However, in Europe and the United States, there are many differences between the online celebrity economy and that in China.
Brands are more eager to cooperate with the leading online celebrities or stars, which also leads to the obvious Matthew effect of the online celebrity economy in Europe and the United States.
"Even products