On January 3, Douyin Live’s new version of “health points” penalties officially came into effect. Nearly 5,000 anchors had their live broadcast recommendations reduced, restricted functions, and even their live broadcast permissions permanently revoked that day. At the same time, 27,500 anchors passed professional or high-quality applications.
Douyin Live's new "health points" management system is a hierarchical and classified management mechanism for anchors that will be put into trial operation in September 2023. On the basis of a single penalty for illegal content in the live broadcast room, the platform will increase or decrease accounts based on the anchor's daily live broadcast behavior. "Health points", and the accounts are graded and graded based on the points, corresponding to different long-term management measures. This also means that some anchors who have repeatedly violated regulations without improvement will gradually lose their live broadcast permissions.
On the first day that "Health Points" came into effect, 303 low-scoring anchors had their gift income function turned off
It is understood that the new version of Douyin Live's "Health Points" has an initial score of 100 points, with deductions ranging from 1 to 8 points for one violation. Accounts applied for by professional or high-quality anchors can get an initial score of 120 points. Point deductions are determined by the degree of violation, anchor level and influence. Under the same illegal content, anchors with higher number of fans or live broadcast room viewers will be deducted. An additional 1-5 points will be deducted. Anchors with a total score lower than 70 will be recommended less and the number of PKs in a single day will be limited. Anchors with a score lower than 40 will be prohibited from using the PK function. If the score is lower than 20, the gift income function will also be lost on this basis. Anchors with 0 points will be permanently Reclaim live broadcast permissions.
"The main source of income for anchors is gifts. On the first day it took effect, 303 anchors had their gift function turned off." A Douyin live broadcast staff member said that before the implementation of "health points", live broadcast room management was mainly based on single penalties. According to Violating content will be subject to one-time warnings, interruptions, and temporary withdrawal of live broadcast rights. This has also caused individual anchors to continue to be banned. After being interrupted or suspended for several days, they still rely on illegal content to attract attention. What is being examined now is the long-term performance of the anchor. If there are too many cumulative violations, the live broadcast income will be lost. "Anchors who are willing to make corrections can return to normal scores after working hard for a period of time, while those who are unwilling to make corrections will eventually have to leave the Douyin live broadcast room."
Before the "boots" were launched, low-scoring anchors had obvious results in improving their live broadcast style
Completed online learning Or if you continue to live broadcast in compliance with regulations, you can get extra points for the host. If you live broadcast for more than 2 hours a day for 5 days without any violation, you can get 5 additional points. Take a 10-point anchor as an example. If he wants to get rid of the "no gift" dilemma, he needs to live broadcast without violation for more than 10 days, no less than 2 hours a day. If you want to return to the normal score, you need to accumulate 50 days of compliant live broadcasts.
“Through the changes in the scores of the anchors during the trial run, we can clearly feel the guiding role of the long-term mechanism.” Douyin related staff said that when the long-term performance of anchors is linked to their own revenue, anchors who want to continue to develop on the platform have to Take compliance seriously. At the same time, high-scoring anchors who have applied professionally can receive certain traffic support, which also encourages others to continuously improve the quality of live broadcasts and create better content. A staff member from
gave an example. An anchor who focuses on chatting and interacting has been receiving points deductions for language attacks and other reasons since the trial run in September. "Almost every time, 2 points were deducted, from 100 points to 14 points. It was not until the station notified that the punishment would take effect on January 3 that he realized that the platform was serious this time." In December, the anchor continued to make corrections and passed Compliant live broadcasts will earn you points to avoid having your live broadcast permissions revoked in the end.
Another anchor who mainly performs singing shows, her points were deducted many times in the early stage of the trial run because of improper dress. However, she quickly found the reason and started to change her live broadcast style from 86 points to a healthy and positive picture, and worked hard to apply High quality anchor. "Her talent content is very good, and there are now very few violations." Douyin live broadcast personnel said that after compliance rectification, the anchor's data has shown a slight upward trend.
Refined operation is the development trend of the industry
In recent years, as the live broadcast industry has moved from barbaric growth to refined operation, special management of key issues and the continuous crackdown by the Cyberspace Administration of China's "Operation Qingming", illegal activities in live broadcasts have been significantly reduced, building A long-term and effective anchor management mechanism, normalized and refined operations have become the key to the next stage of live broadcast platform governance.
The "Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting" released in February 2021 proposed the establishment of a classified and standardized management system for live broadcast accounts to promote the high-quality development of the online live broadcast industry. The "Code of Conduct for Online Anchors" released in June 2022 also proposes to establish and improve the credit evaluation system for online anchors, divide management according to the anchor's credit score level, and establish a binding relationship mechanism between the platform and the anchor. Liu Xiaochun, executive director of the Internet Rule of Law Research Center at the University of Chinese Academy of Social Sciences, once pointed out that credit ratings have a value-oriented function. On the one hand, they help guide the positive interaction and reward consumption between anchors and users, and on the other hand, they help live broadcast platforms rationally allocate commercial resources. and governance resources. Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said that for the healthy development of the live broadcast industry, we cannot rely solely on a single platform to promote anchor grading and classification rules. Multiple platforms need to establish information sharing and governance mechanisms to avoid banning live broadcast accounts, changing vests, and changing platforms to come back. wait. The person in charge of
Douyin Live Broadcast said that the platform will continue to listen to the opinions of all parties, iterate the "health score" details, improve the anchor management mechanism, regularly communicate with MCN organizations, anchors and other relevant parties, and work together to promote industry development and create compliance , healthy live broadcast environment.
