No ads for four months! ＂I haven’t stopped working, but it’s more difficult.＂ Millions of fans and bloggers are worried about money, and they can’t even pay the rent …

After the controversy of "stopping the tide" in bilibili, a dynamic of "Muyu Shui Xin" by millions of fans once again boarded the hot search.

On the evening of April 23rd, bilibili film and television UP master "Muyu Shui Xin" with more than 10 million fans released a dynamic response to stop the watch. It was rumored that it didn’t stop the watch, but it was really difficult. So far, in 2023, there was no advertisement for more than four months, and bilibili’s creative incentive was not enough to pay the office rent. Now it’s basically "generating electricity for love", as was the case with the update of Water Margin last year.

"We are also trying to find ways to increase our income so that we can continue to bring more good content to everyone and achieve a virtuous circle." Muyu Shui Xin said.

Bilibili’s millions of fans UP the latest news of "Muyu Shui Xin" Image source: bilibili screenshot

Shui Xin, a wooden fish, is no stranger in the film and television commentary circle on bilibili. As the head of bilibili Film and Television Zone, he was selected as "Top 100 UP Owners of the Year" in bilibili in 2019, 2020 and 2021. His interpretation style is deeply loved by the audience. In the past year, he basically gave up hot spots and made an interpretation of the classic Water Margin.

Muyu Shui Xin bilibili video screenshot Image source: bilibili screenshot

Every reporter noticed that since the beginning of this year, the video playback volume of Muyu Shui Xin has been around 1 million; In the first half of last year, its video playback volume was around 2 million.

A stone stirs up a thousand waves. Many netizens have discussed on social platforms that "this fan can’t receive advertisements on the order of magnitude, which is outrageous", "Help! This is Shui Xin, a wooden fish", "It’s my most concerned up, and I said why I haven’t brushed it recently" and "Show the children the cruelty of the media." "Muyu’s video gives people a kind of lean eating in the temple, and the advertisement seems to disturb this calm … but the gods also want to eat."

Head bloggers face the dilemma of "making money hard", which is also a problem faced by most bloggers at present. More than a month ago, bilibili’s game UP owner "King Xu who lives by his face", suspense reasoning blogger with over 2.6 million fans "I am Weird King" and evaluation blogger "-LKs-" with over 3 million fans all announced that they would temporarily stop playing.

The intense decline in creation, the sudden drop in advertisers’ orders, the decrease in income and the increasing difficulty in making money have become the resonance of countless content creators.

"If you only look at bilibili’s creative incentives, it will definitely be a loss. Many bloggers rely on advertising revenue instead of creative incentives."Li Yue (a pseudonym), a food blogger with 600,000 fans, said frankly. A blogger in bilibili Game Zone with 400,000 fans told national business daily that he started making videos in January 2022, and his monthly income was only about 1,400 yuan.

Xie Yi (a pseudonym), a food blogger with hundreds of thousands of fans in Xiaohongshu and bilibili, once told every reporter that many bloggers in his blog group stopped working and quit as early as 2022. "Bloggers who often see hundreds of thousands of fans or even millions of fans complain in the group that they can’t make money and don’t want to do it."

Tan Zhonglin, general manager of Sichuan Jiangmian Network Technology Co., Ltd. believes that behind the big V stop, in a sense, there is a lack of content and insufficient commercialization. When the platform demand and advertiser demand change, there is no iterative update and change. What enterprises need is how to grow red, not how to explode red overnight. This is a commercial reflection for all bloggers.

Source: national business daily.