不止 “接流量” 更要 “造流量”，平台明星争夺战叒升级

Core Insights - The article discusses the ongoing competition among social media platforms for celebrity resources, highlighting the recent influx of stars like Zhao Lusi and Zhang Manyu into platforms like Douyin and Xiaohongshu, which has generated significant user engagement and discussions [1][3][18]. Group 1: Celebrity Influence on Social Media - The rise of celebrity live-streaming began in 2020, with major stars like Liu Dehua entering Douyin, leading to a continuous demand for celebrity presence on internet platforms [3][12]. - The entry of celebrities into social media platforms has evolved from direct sales to creating engaging content that resonates with users, showcasing their personalities and stories [7][19]. - Zhao Lusi's recent success on Xiaohongshu, where she gained over 3.8 million followers in two weeks, exemplifies the power of celebrity influence in driving platform engagement [21][23]. Group 2: Platform Strategies and User Engagement - Social media platforms are increasingly focused on not just driving sales but also generating engaging topics and discussions around celebrities, creating a cycle of attention and revenue [19][24]. - The competition among platforms has shifted from merely attracting celebrities to developing tailored strategies that align with the unique characteristics of each platform, such as Douyin's broader audience appeal versus Xiaohongshu's focus on lifestyle and personal branding [9][34]. - The phenomenon of celebrities becoming "hosts" on platforms indicates a strategic shift where platforms leverage celebrity status to create viral topics and enhance user interaction [18][30]. Group 3: Evolution of Celebrity Marketing - The initial phase of celebrity marketing was characterized by direct sales through live-streaming, but this has transitioned to a more nuanced approach where celebrities are seen as integral to the platform's identity and user engagement [5][12]. - The current landscape reflects a blend of traditional celebrity endorsement with modern social media strategies, where the focus is on creating a narrative that captivates users and encourages them to engage with the content [19][34]. - Platforms are now more selective in their partnerships with celebrities, seeking those who can provide both engagement and commercial value, indicating a maturation of the influencer marketing space [29][34].