Tao Ge, a personal brand realization consultant, said that content payment, also known as knowledge e-commerce, refers to media, articles, videos, live broadcasts and other content payment. At present, content payment is widely used in the field of articles, and it has gradually emerged in short videos in recent years, which is expected to become a major measure to develop the network celebrity economy under MCN mode.

Tao Ge said that the common forms of content payment are mainly online and offline, with fans rewarding online and daily Shang Yan offline. Subdivide the reward behavior of online fans. One is to pay directly for short video content to reward content producers, and the other is to express your love for bloggers by brushing small gifts in the live broadcast room, such as "brushing a yacht" and "sending a Ferrari" that we are familiar with.

Tao Ge pointed out that live broadcast is a new content product in recent years, which has set off a climax in a short time. This form of real-time interaction has broken the communication barrier under the traditional social mode, and narrowed the sense of distance between the content producers at the front end of the screen and the content consumers at the back end of the screen, which is a powerful medicine to enhance mutual feelings. Users' strong sense of participation and interaction can reach the peak of traffic in a short time, and real-time interaction is also an important factor in realizing traffic.

Tao Ge emphasized that offline artists' business is the main form of presentation, and with the help of short video platform, they became artists' attributes and began to seek their own position in the entertainment circle. Whether it is the traffic resources in the early platform or the star attribute brought by becoming a minor celebrity artist, it should not be underestimated.

Take Fei, a celebrity on the Internet, as an example. Through a short video of 10 second, it quickly became popular. The number of likes of a single video was as high as 55 10000, and the number of fans rose to19.27 million. Later, he entered the film and television circle with his popularity and participated in variety shows such as Super Kindergarten and Flower Road of Youth with popular students. 20 18 starred in his first TV series "I will wait for you in the future", which gained great exposure and traffic resources. Become the most successful representative of short video artists among network celebrities.