"The real profit is the head net red, while the waist and tail net red are mostly losses or small profits. MCN agencies rely on the head to make money, not only use resources to keep their own artists, but also compete with competitors to 'poach people' and compete for Internet celebrities who can realize commercial realization and MCN companies that earn the difference will inevitably Country Email List appear passive.”
, platform subsidies, content e-commerce, user payment and IP authorization to make profits, especially the rapid growth of advertising revenue, which has become an important source of income for Internet celebrities after e-commerce.
"Some bloggers believe that as long as they sign up with an MCN agency, they can make a lot of money from advertising. If things go against their expectations, they will naturally feel that it is the company's responsibility." According to industry insiders, "even the leading MCN agency cannot guarantee it, because the final decision is made by advertisers."
According to the data of the "2022-2023 China MCN Industry Development Research Report", the scale of China's MCN market is expanding rapidly. It is worth mentioning that, with the expansion of the MCN market size and quantity, MCN agencies tend to crowd out traditional advertising companies.
First of all, MCN agencies have a rich source of advertisers, and brands tend to cooperate with MCN. In addition, the ability to incubate the content of the top Internet celebrities is no less than that of the copywriters of the advertising companies. With their own traffic, MCN agencies have obvious advantages over traditional advertising companies.
In the ever-changing situation, an interesting phenomenon has emerged - some small and medium-sized Internet celebrities no longer "bind" themselves to a certain MCN organization, but leave the contact information of business cooperation on the account profile, waiting for the brand directly negotiate and connect.
Lili is a humanities and art blogger. Currently, she has 150,000+ fans on Weibo, Douyin, Xiaohongshu, and Station B, and updates content at a fixed time every week. "Generally, 1-2 advertisements will be placed in a month, and my account is still mainly content creation." It is understood that Lili quit his job a year ago to concentrate on running a self-media account.
"I was approached by an MCN agency before, but I don't think it is necessary to sign a contract. First, it involves IP, and once the contract is terminated, the process will be very troublesome; second, it is not free to access business, I like to choose vertical advertisements that are closer to the creative content, such as Cultural and creative arts, but beauty, food, washing, etc. I generally refuse.”