Deep Dive
Why does DJ Howard believe that traditional influencers will no longer exist?
DJ Howard argues that the traditional influencer model is no longer viable due to three main reasons: competition from peers, market dynamics, and platform algorithms. He explains that the oversaturation of content creators, the platforms' shift towards promoting new creators over established ones, and the economic incentives for platforms to avoid dependency on large influencers have made it difficult for traditional influencers to sustain their success.
What is the significance of the 'Cable all over again' analogy in the context of content platforms?
The 'Cable all over again' analogy highlights how the evolution of content platforms mirrors the development of cable television. Initially, there were only a few channels, but over time, the market became saturated with numerous options. Similarly, content platforms like YouTube, Netflix, and others have evolved from a few dominant creators to a highly fragmented market where attention is divided among many creators, making it harder for any single influencer to dominate.
How do platforms like Threads and TikTok manipulate influencer success?
Platforms like Threads and TikTok manipulate influencer success by using algorithms to selectively promote content, often creating 'one-hit wonders' who gain sudden popularity but struggle to replicate it. This strategy ensures that no single influencer becomes too powerful, maintaining the platform's control over content distribution and monetization. It also encourages continuous content creation from a wide pool of creators, keeping the platform dynamic and reducing dependency on any individual influencer.
What advice does DJ Howard give to aspiring influencers in the current digital landscape?
DJ Howard advises aspiring influencers to focus on finding unique niches or services that can break through the algorithmic barriers of big tech platforms. He emphasizes that traditional methods of gaining fame and monetization are no longer effective, and success now requires either exceptional luck, strategic innovation, or a distinctive offering. He also suggests exploring offline opportunities or hybrid models (O2O) to sustain long-term success.
What is the role of platforms like Nebula in the influencer ecosystem?
Platforms like Nebula, created by a coalition of YouTube creators, aim to provide a more equitable alternative to mainstream platforms by offering better revenue splits and a curated content experience. However, DJ Howard notes that such platforms still operate under similar rules and are selective about who can join, meaning they don't fundamentally change the game but offer a potentially more profitable avenue for established creators.
- 過去十年是新媒體的黃金十年，但傳統的網紅模式已不再適用。
- 成為網紅的三大原因：同行競爭、市場淘汰、平台策略。
- 平台會透過演算法等方式，控制網紅的影響力，以維護自身利益。
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