A Flash in the Pan: Why Are Influencers Disappearing So Quickly in 2024?
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A Flash in the Pan: Why Are Influencers Disappearing So Quickly in 2024?In 2024, we have witnessed the rise of countless influencers, from Wang Hong, who lives by the motto "No 8-figure income, no going out," to Guo Youcai, who gained 10 million followers in 10 days, and Wang Zhisxing, the Gen Z influencer who rose to fame portraying "Wang Ma." They all seemed to appear out of thin air, becoming the focal point of public attention
A Flash in the Pan: Why Are Influencers Disappearing So Quickly in 2024?
In 2024, we have witnessed the rise of countless influencers, from Wang Hong, who lives by the motto "No 8-figure income, no going out," to Guo Youcai, who gained 10 million followers in 10 days, and Wang Zhisxing, the Gen Z influencer who rose to fame portraying "Wang Ma." They all seemed to appear out of thin air, becoming the focal point of public attention. However, the other side of these stories is a harsh reality: the lifespan of influencers is getting shorter and shorter, with some lasting only two months, while others disappear after just two weeks. They are like meteors streaking across the night sky, leaving only a fleeting impression.
Many are still reminiscing about the era of Luo Yonghao and Dong Yuhu, while Wen Shen and Guo Youcai have suddenly flooded the internet. Before we even had a chance to understand how these influencers became popular, some have already faded into obscurity. This phenomenon prompts us to ask: why are influencers vanishing so quickly in 2024?
The Rise and Uncertainties of the Influencer Economy
In recent years, the rise of short video platforms has brought unprecedented prosperity to the influencer economy. Many ordinary people from humble beginnings have quickly accumulated a large following on the internet through their unique personal charm and talents, becoming the center of attention. Wang Hong, who became famous for being the "voice of the working class," Guo Youcai, who gained popularity by showcasing his real life, and Wang Zhisxing, who captivated millions with his portrayal of "Wang Ma," are all representative figures in this wave of influencer culture. Their success seems to herald a new era of star-making, with everyone having the potential to become the next "influencer."
However, behind this seemingly beautiful story lie many hidden concerns. The lifespan of influencers is getting shorter, ranging from a few months to a few weeks, even shorter. This reflects the cruel rules of the attention economy in the internet age, as well as the combined effects of platforms and algorithms.
A Transient Feast of Authenticity and Novelty
Wang Zhisxing appeared as "Wang Ma," a woman speaking with a distinct Northeastern accent. Her simple and genuine demeanor feels like that of a friendly neighbor we know. Yu Wenliang, on the other hand, attracts people with his unpretentious authenticity. Whether it's laughter or tears, his emotions are genuine and heartfelt. Guo Youcai, through his own journey, exemplifies the concept of "grassroots counterattack." His unwavering determination and perseverance inspire countless young people with dreams.
These distinct and real personal qualities are what create one influencer after another. People see themselves in them, finding emotional belonging. That long-lost sense of intimacy and identification leads fans to strongly identify with and support them.
However, as people become accustomed to these influencers, as the initial novelty fades, and as those stereotypical personas lose their appeal, their popularity starts to decline quietly. Topics that once sparked heated discussions gradually disappear from public view. Accounts that once boasted millions of followers see their activity dwindle.
Platform Algorithms: A Double-Edged Sword of Traffic
Platforms and algorithms play an even more crucial role in the rise of influencers. Those short video platforms that have become all the rage leverage precise recommendation algorithms to target influencers to their specific audience, allowing them to achieve maximum exposure in the shortest time possible. Algorithms are like "wise eyes" that can capture user preferences and interests, constantly optimizing recommendation results and accelerating the process of influencers becoming popular.
However, algorithm changes are like a double-edged sword, bringing uncertainty. On the one hand, they bring traffic to influencers, but on the other hand, they also control the flow of traffic. When algorithm preferences adjust, when platform rules subtly change, the advantage of traffic can disappear in an instant. Former "darlings" can fall from grace overnight, returning to obscurity. This star-making model that relies on platforms undoubtedly accelerates the shortening of influencer lifespans.
Avoiding Flash-in-the-Pan Fame: Authenticity and Innovation are Key
In this ever-changing online world, how can influencers avoid a flash-in-the-pan fate and achieve lasting longevity? The answer may lie in the word "authenticity." Those influencers who have stood the test of time all build their careers on authenticity. They use their most authentic selves to touch the hearts of their fans and use genuine emotions to move every viewer.
For example, "Crazy Sisters" embodies this unpretentious and authentic attitude. With their absurd plots and humorous performances, they hilariously showcase various bizarre phenomena in life, making viewers laugh while experiencing a sense of authenticity and resonance.
Besides authenticity, constant innovation is also crucial for influencers to maintain their longevity. Shougong Geng captivates audiences with his imaginative and creative works. He transforms discarded items into various novel tools and toys, showcasing his boundless creativity and bringing infinite surprise to viewers.
The Future of the Influencer Economy: Authenticity, Innovation, and Refined Operations
Besides the above reasons, there are various ways influencers can face "cooling down." Some influencers have been investigated and penalized for illegal acts such as tax evasion, like Xiao Ma Ge and his wife, and Di Shi. Others have been blocked by platforms due to inappropriate remarks or copyright issues. Some "persona management" has been exposed, like Cheng Qian. These events expose the fragility and unsustainability of the influencer economy.
So how can influencers avoid the fate of rapid disappearance? Staying true to themselves and continually innovating may be a way forward. The authenticity of "Crazy Sisters" and the innovative spirit of Shougong Geng offer models for the long-term development of influencers. At the same time, fine-tuned operations and diversified monetization, just like Papi, are also important strategies to maintain the lifespan of an influencer.
Papi has gained lasting popularity through her carefully crafted video content. She constantly tries new subject matter, using humor and wit to interpret various phenomena in life. That unique creativity and novel expression have earned her the support and trust of her fans.
Yes, in this era where influencers abound, becoming an evergreen tree rather than a flash-in-the-pan requires influencers to put in more effort. Return to your initial intentions, use authenticity to move hearts, and use constant innovation to keep your audience engaged. Only then can you achieve lasting longevity in this rapidly changing world, becoming an eternal shining star.
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