Under the live broadcast outlet, the income of the anchor is revealed
Live streaming has become the hottest outlet in recent years. From tens of millions of fan-level leading anchors Li Jiaqi and Wei Ya, to the later entrepreneurs Luo Yonghao and Dong Mingzhu entering the game, everyone can live broadcast to become a national boom.
However, the reporter learned that it is not easy to become the next Li Jiaqi and Wei Ya. The live broadcast income has to be divided into layers. There are small anchor live broadcasts that can only maintain daily livelihoods, and even those who change because they cannot get the final salary. .
Shandong Business Daily · Subao News reporter Xu Xiaoyang
Under the air
Some people enter, some people leave
Up to now, the short video platform fans of well-known cargo anchors Li Jiaqi and Wei Ya have reached 43.59 million and 12 million, respectively. Open various short video platforms, search for keywords such as live broadcasts, and in countless live broadcast rooms, many anchors are shouting hard, rushing to become the next Li Jiaqi and Wei Ya.
However, recently, a well-known blogger named Zhou Xiaonan suddenly announced his resignation and cancelled the contract with the signed brokerage company. Zhou Xiaonan is a blogger who has 600,000 followers on a short video platform, and the reason for talking about "not doing it" is that this small and famous blogger has a monthly salary of only 3,000 yuan, and sometimes he can't even get it. In the end, the salary is still upside down.
The reporter noted that compared with tens of millions of anchors such as Li Jiaqi and Wei Ya, on short video platforms, anchors with only tens of thousands, thousands, or even hundreds of people occupy a larger proportion.
Xiao Feng (pseudonym) is an experienced live blogger, who became a live blogger before entering the broadcast. "Since 2017, I have been a voice anchor. I sang and sang while chatting with everyone. At that time, I had accounts on many platforms, and there were seven or eighty thousand fans." Xiao Feng said.
Xiaofeng graduated from an art college. Because of his vocal expertise and advantages, Xiaofeng has been a sound anchor since graduation. "After joining the bank, I signed a contract with the labor union and the company, and started to be a live broadcast anchor. I have been doing it for two years. Finally, because I can't pay my own social security because I earn money, I have no choice but to switch. "
At the end of 2018, Xiaofeng chose to go to work at the enterprise, ending his live broadcast anchor career.
Revenue levels
Platforms, labor unions, and companies all share a slice
"In the live broadcast industry, online celebrities and anchors first sign contracts with unions, and unions are like brokers. Unions have various platforms and company resources in their hands, which can help introduce good live broadcast platforms and companies that can provide training. "" Xiaofeng introduced.
In addition, according to Xiaofeng's introduction, the company will set a base salary when the anchor signing the contract. This part of the base salary will only be obtained when the workload reaches a certain level or the live broadcast effect reaches a certain standard.
"The base salary ranges from 3000-5000 yuan. Some companies require that the number of fans in the live broadcast room reach a certain standard, and some require that the gift or reward received reaches a certain standard before the final salary is obtained. The anchors who cannot receive the final salary in the industry Someone is there." Xiao Feng revealed.
"In addition to the basic salary that the anchor can get, the money for rewards or gifts needs to be divided into platforms, unions, and companies." Li Hang (pseudonym) is the person in charge of a celebrity brokerage company in Jinan. There are currently more than 80 anchors under the company.
"Generally, the platform will be divided into 50% of the live broadcast revenue, and the remaining 50% of the company will negotiate with the anchor. Some anchors can be divided into 30% and some can be divided into 20%." Li Hang said.
Regarding the current real income of live bloggers, Li Hang also believes that not all anchors can make money. "Our company generally stipulates that it can broadcast 6 hours or when the live broadcast reaches 100,000 in order to get this month's basic salary. This is actually very difficult for newcomers to the industry. So the company will train them, including providing Equipment and live broadcast skills and later video editing, etc." Li Hang said.
However, Li Hang also said that 80 of the company's anchors are also popular, and the monthly income is relatively high. In addition, the head of a cultural brokerage company with tens of thousands of anchors in Jinan told reporters that there are many anchors in his company whose monthly income can reach hundreds of thousands. "There are also hundreds of thousands of monthly income. Such anchors often have high popularity. In addition, the account has a long operating time and has a fixed number of fans." The person in charge said.
At least
Only one thousand hands in January
Talking about the reasons for his career change, Xiao Feng feels that there are many, but the main reason is that he can't make money.
In the days when signing the union as the anchor, Xiaofeng had accounts on multiple platforms, more than 70,000 or 80,000 fans, and few of them could not remember how many.
"It is normal to live broadcast 6 hours a day. Generally, we work 22 days a month. In most cases, the live broadcast time can reach 10 hours." Xiao Feng told reporters that the live broadcast not only tests the anchor's business capabilities but also keeps running. Of interacting with fans, often exhausted after 6 hours.
In addition, according to Xiaofeng’s summary, popularity is the key to live broadcasts. Sometimes the popularity comes up, and the “golden master” rewards thousands of dollars at a time. Sometimes when there is no one in the live broadcast room, not only can not earn money, the atmosphere is also embarrassing.
"I think this is a job that depends on the sky. Sometimes I can earn 20,000 to 20,000 yuan a day, and sometimes one or two bucks a day. In each union, the anchors are also ranked, and the popular anchors earn He also has a lot of money, and the small popular anchor can only maintain his livelihood." Xiao Feng admitted that when he earns the least, he only has 1,000 yuan a month.
At the same time, in Li Hang's view, in the era when everyone is a presenter, it is not easy to attract fans to become a big V. On the one hand, the ability of the presenter is tested. This includes personal language skills and expressiveness. Personal characteristics, at the same time, video editing and shooting must be creative. More and more anchors or short video creators have a team behind to operate and operate the entire account.
Behind the live broadcast boom
Scattering of bills and powder
The reporter noticed that behind the live broadcast boom, the anchor began to work hard in the live broadcast room to increase popularity, and there were phenomena such as live broadcast brushing and powdering.
Searching for keywords such as live-bill and billing on e-commerce platforms such as Taobao, there will be many related stores. During the process of communicating with customer service, merchants said that they can add WeChat chat. According to the purchase information provided by the fans, the merchant can provide a number of services such as the number of likes, the number of plays, the number of shares, and live commentary on the short video platform. Among them, the short video added 108 likes and 20,000 views for only 20 yuan; in terms of adding fans, 25 yuan 100, 190 yuan 1000; on the live broadcast service, the increase of 100 people is only 30 yuan, and 100 comments are sent around the live broadcast. Only 20 yuan.
"The "brush" is only "false prosperity", the anchors brushing orders and increasing fans are an act of unfair competition. This is not only a deception to merchants and brands, but also the consumption of goods purchased in live broadcast rooms. The other is not responsible. This is unhealthy for the development of the entire industry." Some insiders said.
In addition, the reporter saw from the Black Cat complaint and various short video platforms that many consumers said that there were problems with the poor quality of the goods purchased in the live broadcast of some anchors, but the return and exchange were facing a state of no complaints. .
"Only legislation first, innovation can be guaranteed, and live broadcasting can only be regarded as the focus of attention if consumer rights are the supremacy." Zhu Wei, deputy director of the Research Center for Communication Law of China University of Political Science and Law, said that market supervision departments should be established as soon as possible in the future , The business management department and the network information management department are the core inter-departmental supervision models, and the relevant laws and regulations are promulgated as soon as possible.
In addition, many consumers also called for the establishment of a blacklist system, credit evaluation system, etc., which should fully guarantee the rights of consumers, so as to bring standardized development to the entire industry.