Summary of the Core Content
This article directly exposes the common misconception among everyone today: from business owners, salespeople, lawyers, doctors, and other professionals to ordinary workers and small merchants, almost everyone is creating accounts to produce content. The total number of live streaming accounts in China has exceeded 200 million. It seems that everyone can benefit from the traffic generated, but the vast majority are caught in the "traffic illusion"—mistaking the surface numbers such as views, likes, and followers gained from the platforms for real commercial value.
The total time users spend on their phones has reached a ceiling, while the supply of content has exploded due to the widespread use of AI. Relying on sheer quantity or jumping on trends is no longer enough to capture sustained attention. Only those who can turn fleeting traffic into long-term trust and stable business relationships truly gain effective traffic; otherwise, all the hard work is in vain.
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A Popular Explanation in 5 Dimensions
1. Everyone is competing to produce content, but users still only have 24 hours a day
Nearly 1.1 billion people worldwide watch short videos and live streams, with 97% of internet users doing so for more than three hours a day. Apart from sleeping, working, and eating, the available time for using phones has been almost exhausted, and the growth in total usage time is extremely slow.
On the other hand, the production of content has skyrocketed: in 2025 alone, AI-generated audio and video content will exceed 2 billion pieces, a 14-fold increase from the previous year. In the past, producing quality content required professional equipment and a team; now, with just a phone and AI tools, one person can create a video in 10 minutes. It's like trying to squeeze into a cinema that's already full—no matter how many videos you post in a day, it doesn't guarantee you'll capture users' attention. Merely being diligent is no longer enough to compete.
2. Even though traffic is harder to obtain, why do bosses and employees still rush to get involved?
The reason everyone is creating accounts isn't to become internet celebrities; it's about gaining a new channel to connect with strangers. In the past, you could only rely on neighbors within a 3-kilometer radius for business; as an engineer, you had to rely on your company for projects; as a lawyer, you relied on referrals from old clients. Now, with a few videos online, people thousands of miles away can see your skills and products. Data shows that 58% of people have bought products they never tried before after watching short videos, making content a new entry point for buying and job hunting. Companies encourage employees to create accounts not to turn them into celebrities but to expand their reach online, allowing them to acquire customers without spending heavily on traditional advertising.
3. After 1 million views, 90% of people gain nothing
This is where the misunderstanding about traffic begins: many think 1 million views means a huge profit, but it only proves that the video was lucky enough to be shown to many people. It doesn't answer crucial questions: did those viewers remember who you are, what you offer, or will they think of you next time they need something similar? For example, if you post a video criticizing poor renovation work and it gets 1 million views, most comments are just from curious netizens. No one will remember you as a reliable renovator, and you won't get any business from that. Many companies and individuals focus on producing enough content and gaining views, but this doesn't lead to real business growth. This is a classic case of the traffic illusion.
4. The traffic allocated by platforms is not your property
Many think that 1 million views mean their account has 1 million followers and that anything they post will attract thousands of viewers. However, platforms are like markets: they may promote your content at the entrance if they find it interesting, but that doesn't mean those viewers will become regular customers. If your next post doesn't meet the platform's recommendations, you might be marginalized. The real value of traffic comes from people who actively search for you and recommend you to others. Small accounts with a few thousand loyal followers are often more profitable than large accounts with many followers who forget quickly.
5. AI reduces the cost of content creation; the era of "real value" is just beginning
AI will lower the cost of writing copy, editing videos, and designing posters. In the future, anyone can create decent-quality short videos in 5 minutes, making quantity less of a competitive factor. The only sustainable accounts will be those that offer something unique and irreplicable by AI, such as real clinical experience, exclusive recipes, or valuable insights gathered over years. Among the 200 million account holders, less than 20% are still actively updating their content. The rest have given up, realizing that simply posting on trends doesn't lead to real business growth. The controversy surrounding Meitui's requirement for all employees to create content also highlights this issue: whether randomly produced content can genuinely make consumers remember the company's products is uncertain.
6. The traffic from platforms is not yours to keep
Many assume that 1 million views means their account will attract thousands of followers and that their future posts will be widely viewed. Platforms are marketplaces that may promote your content briefly, but that doesn't guarantee customer loyalty. The real value of traffic comes from genuine relationships and business opportunities. Creating meaningful content and building real connections is what matters, not just high numbers.