达人“手撕”商家：视频被白嫖，佣金仅1%？

Core Viewpoint - Multiple short video creators have publicly accused brands of using their content without authorization, leading to reduced earnings and exploitation of their work [1][2][4] Group 1: Issues Faced by Creators - Creators claim that their videos, initially intended for brand promotion, are being repurposed by brands for their own channels without proper compensation [2][3] - The commission rates for creators have been significantly reduced, with reports of rates dropping from 10% to as low as 1% [4][9] - Many creators are now facing a dilemma where they invest time and effort into content creation but receive little to no financial return due to brands taking advantage of their work [9] Group 2: The Role of Small Creators - Small creators, often referred to as KOCs, are becoming a crucial part of the e-commerce landscape, with a significant percentage of them having fewer than 100,000 followers [6][7] - These creators are more cost-effective for brands compared to top influencers, leading to an increase in their usage for product promotion [6][7] - Despite their growing importance, small creators are still struggling with monetization, often relying solely on commission-based earnings without guaranteed base fees [9] Group 3: Industry Response and Solutions - The industry is recognizing the importance of creator content, prompting platforms to introduce features that encourage brands to collaborate more with creators [10][12] - New initiatives like the "拍就投" program aim to create a win-win situation by allowing brands to provide budgets for creators to produce quality content, thus enhancing the ecosystem [12][13] - To protect creators' rights, it is essential for brands to establish clear agreements regarding content usage and revenue sharing during collaborations [13][14]