After bilibili was exposed to "stop the tide": the big UP owner still has high yield, and the tail UP owner has no feeling.
Cover journalist Li Yuxin Intern Wang Shaojia
"Let’s do it first, say goodbye for a while, and we will see you in the next video." On March 31st, when the UP owner "King Xu, who eats by his face" with nearly 4 million fans announced in the video that he would stop working, the fans in the comments were full of reluctance and regret. The day before, another UP owner, "-LKs-", who has more than 3 million fans, also publicly announced that he would temporarily stop watching. On the afternoon of April 2nd, related content rushed to the top of the hot search on social platforms, along with the topic # bilibili UP Master Initiates Stop More Tide #, which triggered a hot discussion among netizens.
Shortly after the topic was fermented, the cover journalist interviewed a number of deep users and UP owners in bilibili. Many people said that they did not feel the so-called "stopping the tide", and the video creators concerned by the homepage were all updating normally. However, some UP owners said that compared with before, the income from making videos has indeed dropped a lot, and this may be the key factor for some UP owners to choose to stop.

Upmaster "King Xu who eats by his face" announced that he would stop watching.
Stop changing the UP main voice:
"The reason why I stopped is very clear in my own video. It is all my personal reasons. I have been making videos for more than ten years, and bilibili is just a publishing platform for me, so my non-stop has nothing to do with bilibili. It is purely my personal business."
On the afternoon of April 2nd, shortly after the topic of "bilibili’s stopping the night shift" appeared on the hot search, the UP owner "King Xu who eats by his face" responded through social platforms, and in his published text, it was clearly stated that the behavior of stopping the night shift had nothing to do with the platform. "And engaging in content creation is actually no different from ordinary work. It is normal for some people to make money and others to lose money. It is not necessary to make a fuss about people from all walks of life."

The UP owner "King Xu who eats by his face" said that the stop has nothing to do with the platform.
The UP owner "-LKs-" also said on the social platform, "It is only on behalf of individuals that I announced that my suspension has nothing to do with the economic situation, and my income in bilibili this year is no less than before."

Upmaster "-LKs-" said that the stop is platform-independent.
Although the UP owners who are directly related to the hot search topic all claim that the behavior of stopping the shift has nothing to do with the platform side, among the topics, there are also many UP owners who take advantage of the heat to speak out and point to the problems in the platform. For example, "A Passer-by", who has over 2.6 million fans on bilibili and was selected as one of the "Top 100 UP Owners" in 2018, published a long article to express his personal feelings when he was an UP owner.
In a long article, he wrote that it has been 11 years since he entered bilibili in 2012, and pointed out that there are some problems in the operation of docking UP owners in bilibili, including "no brokers" and "encouraging new people to eliminate old people". As can be seen from his bilibili account, the last video submission was in October 2022. He also said that he had stopped for a long time.
Tail UP main response:
"I really didn’t realize the so-called’ stop the tide’, and the big UP owners with a high number of fans I pay attention to are still very productive." During the continuous fermentation of the topic, the reporter interviewed Mr. Zhao, a UP owner with thousands of fans. He told the reporter that the economic benefits obtained by UP owners in submitting videos in bilibili are generally divided into two parts: First, the benefits obtained in submitting videos, including traffic sharing, creative incentives, activity rewards, etc.; The other part comes from commercial realization, including taking orders, placing advertisements and so on.
Mr. Zhao showed his bilibili account to reporters. He contributed articles on the platform from time to time in 2017. So far, he has released more than 40 videos, but the total income is only a hundred yuan. "I am a small UP owner, and the traffic share is very small, but bilibili often has some tasks to complete the submission and get cash." For example, Mr. Zhao shared two types of tasks announced by bilibili, namely "National Reward" and "Elite Entrustment". The page shows that as long as you submit according to the task requirements, you will have the opportunity to get a variety of rewards, including cash, flow, physical objects and other forms.
Similarly, Mr. Xie, a UP owner with thousands of fans in the sports area, also told reporters that the creator’s economic benefits are mainly related to the amount of video played, the amount of likes and the amount of coins invested. In addition, there will be some new tasks, such as the number of videos reaching 100,000, the number of coins exceeding 500, or how many excellent videos are released in a short time, and there will be corresponding task rewards. "In addition, a large number of UP owners will have their own charging fans, which is similar to’ rewarding’. You can also receive business orders, and live broadcasts will also have benefits. "

Part of the income mechanism announced by bilibili
On the Internet, some UP owners once said that since bilibili adjusted its internal incentive mechanism in 2022, the platform benefits for UP owners have become less and less. In this regard, Mr. Zhao said that he did not feel much gap. "For a fan-sized UP owner like me, I didn’t receive much money, so I didn’t feel the gap. Some UP owners with low fans are not too concerned about this income. In contrast, I think bilibili’s creative reward mechanism is much better than other platforms. "
Mr. Xie only started to be the UP master in February, and before that, he updated some explanatory videos sporadically. "In fact, it has no impact on my video revenue. I don’t care much about the revenue when I make this video number." It can be seen that for many low-fan, part-time tail UP owners, submitting videos is just "generating electricity for love" and does not make a living.
"I think that there should be no UP owner who will simply rely on video traffic sharing to survive." Mr. Zhao added.
Millions of UP owners facing the "stop-watch crisis":
"Maybe in the impression of many people, a big UP owner with millions of fans like me should make a lot of money, but it’s not … I made some money during the video creation bonus period, so I lasted so long." In the recent video of UP’s "King Xu who eats by his face", it was clearly stated that the reason for stopping the shift was that economic benefit was an important factor. For a full-time UP owner with millions of fans, he not only needs to make a living, but also needs to support the team behind the scenes. It is a drop in the bucket to rely solely on the number of clicks and likes of the submitted videos.
At the same time, in the comment area of UP’s main "-LKs-", he also said that "the money of the incentive plan should not be the big income of a full-time channel". This also confirms that this kind of head UP owners rely more on the benefits brought by commercial realization.
"The revenue from platform traffic is not clear, but we mainly rely on business orders, and the current business orders have decreased." In the interview, an UP owner with nearly one million fans told the cover journalist that there had been UP owners stopping around. The fundamental reason for stopping the shift is economic factors. According to his understanding, at present, there is such a situation in the overall business list of UP owners in bilibili: "Everyone will use love to generate electricity, and it will not last long."

Upmaster "a ginger tea"
On the social platform, a bilibili UP owner with nearly 700,000 fans, "One Ginger Tea", shared his experience, saying that it stopped working about a year ago because it could not be commercialized. Later, the cover news interviewed the UP owner, and she said that the long video mode led to too much workload, and it was impossible to reduce personnel expenses. It took an average of two or three months to receive an advertisement. At the same time, she also mentioned that bilibili lowered her creative income last year. She said that the head of the UP owner does not pay much attention to the video traffic sharing, because most of them have commercial cooperation. "But the UP owner in the middle waist still attaches great importance to the division."
But more problems focus on the realization of the commercialization model. She pointed out that there is no patch advertisement in bilibili, and the income generated by video playback is low; The head effect is concentrated, it is difficult for the UP owners in the middle waist to survive, and the advertisement leans towards the head … These may cause the UP owners to make ends meet. "A ginger tea" also said that at the beginning of last year, she felt that the income from the media was plummeting, and there was this trend on different platforms. It was common that millions of KOL could not receive advertisements.
It is worth noting that, according to bilibili’s previous financial report, the operating cost of bilibili was as high as 18 billion yuan in 2022, up 18% year-on-year. bilibili said that the increase was mainly due to the increase in revenue sharing cost and content cost. Among them, revenue sharing is mainly an incentive or sharing for UP owners in live broadcast and advertising business, reaching 9.1 billion yuan, an increase of 18%. Therefore, the topic # bilibili allocated 9.1 billion yuan to UP owners last year # was also on the hot search list.
Source: cover news
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