In recent years, the entertainment industry has always had a "cold winter theory". The film and television industry is the most severely affected. With the decline in mass consumption capacity, the income of the entertainment industry is naturally much worse than before. Recently, some insiders revealed to the media that the endorsement costs of celebrities have now plummeted, and the expenses of many artists have been cut in half from a few years ago to now, and their ability to attract money is not as good as before.
According to insiders, the endorsements of many first-line artists have shrunk by nearly 60%, and many mid-level artists are even worse. Not only are there no film and television dramas to shoot, but endorsements are basically not worth a few. Coupled with the impact of film and television salary limits in recent years, many artists' pay has also been discounted in half, and the overall income of artists is almost incomparable to previous years.
In this case, many artist teams have begun to seek new money-making models. Therefore, in recent years, many artists have begun to live stream across industries to sell goods. However, compared to selling products to salesmen, many celebrities have found a model that is more suitable for their identities in Xiao Moushu. Through the soft promotion model of short video sharing, they have both obtained money and also earned face.
This method has caused many artists who once spent money to invite and bow down. Although shooting short videos and selling goods at one time are far less than endorsements of millions, short videos are simple to produce and the demand is not low. In the case of other models decline, it is naturally very attractive for celebrities to sink to compete with internet celebrities for the market.
Although the price of this cooperation is not high in the celebrity industry, the advantage of short video soft and popularization is that it will not consume the reputation of celebrities. Compared with the leeks that celebrities endorse fans, this soft and popularization target is passers-by. Not only will it not consume its own career, it will even increase its exposure, which makes many artists lose their resistance.
Of course, this new model also has new price standards. According to people in the circle, Xiao Moushu's short video orders are not distinguished by the celebrity status. On the contrary, some first-line artists have low views and attention on the platform, and their quotations are not as good as those of some Internet celebrities. Due to the differences in model, Xiao’s book is basically aimed at passers-by, so most of the first-line quotes are popular artists today, such as Zhao Lusi and Bailu .
Among them, Zhao Lusi was born in an online drama and had a low celebrity nature, so her quotation has always been favored by internet celebrities, not high, only more than 100,000, but as Zhao Lusi gradually gained a foothold in the circle, her quotation also rose to about 800,000. For other industries, it is still something that many people dare not imagine that a video of selling goods can give a quotation of 800,000 yuan.
Also on the front line is the popular Bai Lu. Some time ago, when Xiao Ba summed up celebrity endorsements, he found that after Bai Lu appeared in "Running Man", the number of endorsements increased significantly, ranking first among all stars (there were only two old endorsements at that time). This growth rate also shows the market's recognition. Also in the short video field, Bai Lu's quotation can also be in the range of 800,000.
Artists like Ouyang Nana who have long logged into Xiao Moushu are considered second-tier artists, and their quotations can be around 600,000. For celebrities, short videos have the advantage that Internet celebrities can hardly replace. In addition to having a high influence, celebrities also have the flavor of product promotion. For low-priced brands, when viewers see celebrities using them, they will think that the brand is of good quality and all celebrities use them. For high-priced brands, the identity of celebrities can be perfectly matched, and the shape can be much better than that of Internet celebrities.
And in order to cater to market demand, many celebrity teams have also launched a packaged combination of short videos. For example, if all three brands find it difficult to pay for a short video, they can merge the three into one short video and allocate time according to the quotation. In order to make the audience not easily realize that it is a video that is selling goods, many celebrities will also use the routine of mixing real and fake, and mixing the recommended ones in their daily cosmetics.A model like
undoubtedly broadens the channels for celebrities to attract money, and of course it has squeezed the space for many internet celebrities to make profits. Nowadays, many brands have found that endorsements are not cost-effective, this single-time cooperative video model may become the direction of future development. Moreover, when major profits are shrinking, the cost of short video endorsement is increasing, and it is definitely impossible to say that it is not touching.
Nowadays, this model is undoubtedly a way to make money by lying down. Moreover, according to people in the circle, even with the same number of fans, the quotations of celebrities are basically more than five times that of Internet celebrities. Although it means that the money-making ability of stars has declined significantly now, it is obvious that the stars' money-making ability is still terrifying. However, compared with live streaming, this method seems more gentle and more face-saving.
