‘Traffic rewards’, ‘algorithmic visibility’, and ‘advertiser satisfaction’: How Chinese short-video platforms cultivate creators in stages

Abstract

Chinese creators and Douyin (a prominent Chinese short-video platform) are building a strong relationship in cultural production. Based on the social exchange theory, this study tries to explore the process and mechanism of monetization in Chinese platforms. Using the app walkthrough method and in-depth interviews with 19 full-time creators, we contend that Chinese creators and Douyin engage in a repetitive but unequal exchange with the common goal of earning income. Douyin works with creators to cultivate their thirst for revenue over time, while mastering the creative labor, before finally tying them to monetary gains. Douyin not only binds exposure and allocates Internet traffic to new creators, but also develops Dou+, a traffic marketing tool that leverages the affordances of creative work visibility. Douyin first enhances the creators’ income expectations through this step. The platform then directs creators through the Star-Chart content trading system, and establishes the platform-advertiser-creator transaction chain. When the exchange between Douyin and creators becomes stable, the platform sets up an uncertain revenue mechanism. Douyin’s commitment to creating a standardized assembly line of production and financial benefit for creators has established an exchange mode between the platform and creators at the expense of innovation and diversity. We argue that this standardized labor process eliminates the autonomy of cultural production.