According to Google’s latest financial report, Youtube’s advertising revenue in 2019 reached $ 15.1 billion, a significant increase of 36% compared to $ 11.1 billion in 2018. Although the increase is amazing, it has actually fallen by 1% from the previous year. In 2018, the annual revenue growth rate reached 37%, and the annual growth rate for two consecutive years has exceeded 35%. This number is pure advertising revenue and does not include revenue from subscription services.

Youtube’s great leap in revenue can of course be attributed to their efforts, but they also want to thank a group of people. These people fully show their charm and unique perspective through the Internet and various media tools, and firmly grasp the global attention. They turn their every move into the most popular content, and even combine products and services into powerful marketing tools. For this group of people, the market refers to them collectively as Internet Celebrity.

The influence of the internet celebrity market is amazing, growing more than 5 times in 4 years

In contrast to the opinion leaders formed by traditional mainstream media, in the beginning most Internet celebrities were so-called amateurs. With the rapid rise of the online community audio and video platform, traditional opinion leaders have also joined the ranks of internet celebrities, giving them a more defined social status.

Therefore, by attracting the attention of a large number of viewers and turning it into their own influence, it is the business foundation of Internet celebrities. And insight into the formation of this business model, market research institutions will be called “Influencer”, influential people, and have a dedicated market research report.

The most indicative report on the market today is the Influencer Marketing Benchmark Report, a collaboration between Influencer Marketing Hub and CreatorIQ. The report interviewed and surveyed nearly 4,000 marketing companies, brands, and related Industry professionals have evaluated the current commercial style of global influencers in the market.

According to the latest 2020 version of the report, the global Internet celebrity market is expected to reach 9.7 billion US dollars in 2020, and in 2016, it has already reached 1.7 billion US dollars, but it has grown more than 5 times in just 4 years. On the other hand, the number of new platforms and aggregators related to it has grown to 1,120 in 2019, which is nearly 6 times more than the 190 in 2016, and it has become an emerging industry type.

The internet celebrity industry is taking shape, and core technology applications are the key promoters

Internet celebrities have developed into an industrial form, with capital investment and labor generation. More importantly, they have created a huge market economy.

If, according to the interpretation of general economics, a group of organizations and enterprises that can generate economic value can be classified into a specific type, then this type of business activity can be called an industry. To put it bluntly, a group of operators who can produce the same product can be called an industry. Internet celebrities have also developed into an industrial form. They have capital investment and labor generation. More importantly, they have created a huge market economy.

From the perspective of industrial analysis, that is, from the perspective of the sales side, whether the customers they sell belong to the field of Internet celebrity applications is judged, and the number of Youtube channels gives the answer. As of 2019, the number of Youtube channels has exceeded 31 million, an increase of 25% over the previous year, and an average of 500 hours of content are uploaded every minute.

These channels and these movie contents require related software and hardware equipment for digital content production. It can be seen that, whether from the perspective of economic scale or the perspective of the consumer market, the Internet celebrity has indeed raised a banner, announcing that the era of the Internet celebrity industry economy has arrived.

With the formation of the Internet celebrity industry, the corresponding supply chain and the division of labor around the industry will also appear one after another. And when the division of labor is more meticulous and complicated, each area of ​​division of labor will also form a small sub-industry, specializing in the supply of specific products and services for Internet celebrity applications.

And within all the divisions of labor, the supply of core technology and equipment is almost a normal existence in the current digital society, and the same is true of the Internet celebrity industry, especially the rise of Internet celebrities, which is almost inseparable from the evolution of technology. They Benefit from high-speed networks, advanced computing power, and mobile smart devices. Because of this, the technology products and applications that are exclusive to Internet celebrities have gradually drawn their own circles.

By definition, the technologies and equipment supplied to the influencers should be included in the field of the influencer technology industry. These technologies and equipment are used to provide core technologies and tools for influencers to produce digital content, including related System products, components, service platforms, peripheral equipment, software tools, etc. Its scope and technical description are as follows.

Product Scope and Description of Cyber ​​Red Technology Industry

Before explaining the technologies and tools involved in the application of digital content for Internet celebrities, it is necessary to make a simple statement of the needs and circumstances of Internet celebrities in the production of digital content.

First of all, most online celebrities do not belong to traditional commercial media companies. Therefore, the software and hardware used are mostly low-to-medium-priced devices. Furthermore, the digital content of online celebrities is mostly real scenes in life. Lightweight, thin, and small are preferred; third, the influencer ’s digital content is updated very frequently, and new content must be launched within a few days. Therefore, a fast and efficient editing platform is an indispensable tool.

In addition, with the improvement of production capabilities, higher-level video capture devices will be used, such as higher-resolution photographic equipment, pointing and anti-noise microphones, mixing and multimedia capture devices. At the same time, the division of labor will be more detailed.

System products

System products that provide online influencers to produce digital content belong to it. Generally speaking, it can be divided into three categories: First, audio and video capture devices, such as digital cameras, cameras, microphones, etc .; Second, digital content computing and production equipment, such as editing computers, mixing equipment; Third, live broadcast connection Devices, such as smartphones, wireless sharers for video, etc.

Components and modules

In order to produce key components and modules of Internet celebrity application system products, there are mainly image processing units, digital signal processors, audio chips, microcontrollers, sensors, wireless chips, and other related functional modules and special applications. Wafers, etc.

Service Platform

The service platform is the publishing platform for the digital content and related services of the Internet celebrities. It is the entrance and interface for contacting end users. It is usually social media on the Internet and also has closed APP applications. For example, Youtube, Instamgram, Twitter, Facebook, and mobile broadcast platforms.

Peripherals

The supporting devices and products that assist in shooting and digital content production are mainly hardware. Such as camera stabilizers, automated shooting equipment, microphones, image lenses, light source assistance, image capture cards and acceleration cards.

Software tools

Software tools for shooting and digital content production. Such as editing software, image editing software, live software, etc.

Conclusion

If you push the time back 10 years, I believe that at that time not many people would think Gaming is an industry, but now it is a clear market segment, with a clear market identity, even on shopping sites Each has its own classification. But ten years ago, it was just a “better” computer product.

The development of the Internet celebrity industry will also be very similar to that of e-sports. It will be separated from the general-purpose range and find its place before the enterprise-level high-end products and ordinary consumers. With the meticulous and clarification of application requirements and scenarios, the technical uniqueness of online celebrity products will be revealed, and an exclusive ecosystem will be further formed.

At present, there are many products and solutions on the market, which are tailor-made for the application of Internet celebrities. With the gradual development of technology and the market, there will be more and more such products. The themed industry will also be more active and bring more vitality and opportunities to the overall technology industry.