Recently, online anchoring has officially become a new profession recognized by the state, which means that it is expected to attract more outstanding talents to join it in the future, injecting strong impetus into the development of the industry. At the same time, how to face the opportunities and challenges brought by the "entry" of new occupations has also become a topic of concern to all parties.
The inclusion of network anchors into new professions reflects the new needs of industry development. Data shows that as of December 2023, the number of online live broadcast users in my country has reached 816 million, accounting for 74.7% of the total Internet users. The online live broadcast industry not only continues to grow in size, but is also deeply integrated with thousands of industries, playing an increasingly important role in activating the consumer market, assisting rural revitalization, and empowering the upgrading of cultural, sports and tourism industries. The rapid development of the industry has put forward higher demands for professional talents, especially in content creation, marketing, technology application and other aspects that urgently need the support of innovative talents.
Internet anchor practitioners have become large-scale. As of December 2023, the number of professional anchors on the entire network has reached 15.08 million, and the anchor group is showing a trend of becoming more highly educated, younger, and professional. Why do online anchors attract young people?
At the No. 1 Toucan Durian Garden Base in Youqi, Sanya, Hainan, an online anchor introduced domestic durians in a live video broadcast. Photo by Pu Xiaoxu (Xinhua News Agency)
On the one hand, there is a bright future. Education, e-commerce, culture, tourism, the reach of the online live broadcast industry continues to expand. As the audience's personalized demand for live broadcast content continues to increase, online anchors will also usher in more development opportunities. On the other hand, there is the "money scene". In recent years, the platform has supported outstanding anchors in terms of resources, traffic, services, etc., helping them gain monetization potential through high-quality content. Some cities are actively studying and formulating talent introduction policies in the Internet celebrity economy, and providing convenient services such as settlement, residence, and enrollment for Internet celebrity anchors. After joining the new profession, network anchors will also enjoy more welfare guarantees such as social insurance and provident fund. These "real money" are "hard indicators" to attract young people.
In addition, contemporary young people are increasingly placing their interests and hobbies in a prominent position in their career choices. New professions such as online anchors and professional store explorers are highly interactive and flexible, and can better show the personality of young people, becoming some young people People choose a career based on their "favourites." But what cannot be ignored is that as the online live broadcast industry gradually matures and platforms increasingly focus on content quality and user experience, anchors will also face more intense market competition after becoming regular.
Only through continuous innovation can we stand out. In the era of national live broadcasting, it seems that everyone has the opportunity to "get out of the circle", but hot spots emerge one after another, and it is not easy to capture the traffic. Major platforms are also getting rid of their "dependence on Internet celebrities" and seeking new growth space. For example, they are closely integrated with cultural communication, knowledge sharing, intangible cultural heritage, tourism and other content, and promote the stable growth of the online live broadcast industry through diversified high-quality content. In this context, anchors are in urgent need of transformation and upgrading. Through deep cultivation of content innovation, they can maintain their own vitality and competitiveness, and shift from fighting for "appearance" to fighting for "value."
On February 1, 2024, in Guanghan, Sichuan, local network anchor Zhong Min was live broadcasting goods in Wandoujian Field. Photo by Jiang Hongjing (Xinhua News Agency)
Only by doing good things can we "grow red". In the past, some people believed that online anchoring was "not a serious job." In addition to the fact that this profession has not been "officially certified," it was also related to the chaos in the industry itself. Such as malicious speculation, deliberate showing off of wealth, vulgar performances, false propaganda, etc., seriously damage the image of the industry and hinder the healthy development of the industry. It should be noted that the barbaric growth period of "low threshold and quick money" for online anchors is gone forever, and relying on opportunism and sensationalism to gain attention will eventually be short-lived. As the online live broadcast industry enters a new stage of standardized development, anchors must also develop in a more professional and diversified direction, moving from "Internet celebrities" to "long-term celebrities".
Today, short videos and live broadcasts have become an indispensable part of users’ entertainment life and content consumption, and will maintain a stable development trend for a long time. Online anchors have a lot to do. "Becoming a regular employee" is both motivation and pressure. It is expected that anchors will take this as a new starting point to continuously improve their innovation and competitiveness and make greater contributions to the sustained and healthy development of the industry.
