Summary of Key Points
The "lying flat" internet celebrity trend is experiencing a significant shift: on one hand, it has reached its peak in popularity due to regulatory policies (which have criticized it for "promoting negative attitudes") and the homogenization of content, forcing a transformation; on the other hand, audience preferences are also changing—consumers are no longer satisfied with merely observing an illusion of "pure lying flat" and now seek authenticity, empathy, and interaction. Lying flat bloggers have shifted from pretending to be idle to showcasing their real efforts, incorporating gamified interactions, and redefining the concept of lying flat (from passive resistance to active self-control). Some have even turned to the topic of retirement as a new focus, with the trend constantly adapting to societal trends and user demands.
1. Are Lying Flat Internet Celebrities Really Idle? Behind the Act, There's Professional Skill
Many people assume that lying flat bloggers are simply being lazy, but this is far from the case. For example, Shen Di, mentioned in the article, used to be an MCN (Multi-Channel Network) operations director and was capable of writing copy, editing videos, conducting live broadcasts, and negotiating partnerships—all tasks that required a higher level of work intensity than typical office jobs. Many lying flat bloggers come from the entertainment, media, or large corporations and are highly self-motivated individuals.
Why do they pretend to be idle? The rules of this trend require them to appear solely engaged in leisure activities in front of the camera, without any signs of making money, and they must avoid discussing where their income comes from. However, this is just a facade; behind it lies carefully crafted content. For instance, Shen Di emphasizes that lying flat should involve a sense of struggle, creating emotional tension through dramatic moments like suddenly lying down to capture viewers' interest.
2. Regulation and Peak Popularity: Transformation or Elimination?
At the end of April 2024, authorities criticized lying flat bloggers for being funded by foreign forces and for exacerbating social anxiety, which led to significant restrictions on Shen Di's account. Even without regulation, the amount of lying flat content had already surged; after three years of similar videos showing daily leisure activities, viewers were tired of the repetition.
MCN companies had long sensed that the trend was declining, and bloggers realized that audiences had changed. Videos that once went viral no longer retained fans. Therefore, transformation is urgent: they must either align with the "positive struggle" theme or find new ways to generate content.
3. Changing Audience Preferences: A Desire for Authenticity and Interaction
Audiences' attitudes have subtly shifted:
- From jealousy to sympathy: Previously, bloggers revealing expenses like mortgage payments would lead to a loss of followers (out of envy), but now, when they show that they work late writing copy or take ads, fans feel empathy.
- A need for authenticity: Watching the same type of videos for a long time can be exhausting, so bloggers are exploring more realistic topics like what to do in old age or dealing with loneliness, which attracts new followers.
- Interest in interaction: Some bloggers have turned their content into "simulated life" games, where viewers can participate by tracking their daily activities (hunting for money, traveling, shopping), enhancing engagement and loyalty.
4. Redefining Lying Flat: From Passive Resistance to Active Self-Control
To comply with regulations and meet audience needs, bloggers are redefining lying flat as a means of achieving self-control over time and pace. For example, Shen Di emphasizes that the appeal of lying flat is no longer about encouraging laziness but about feeling motivated—continuously fantasizing about it while occasionally striving for goals, which resonates with young people who want to relax without completely giving up on their aspirations.
This new approach aligns with societal values while preserving the emotional appeal of the concept.
5. Retirement as a New Trend? Young People Prefer Real Retired Life
Shen Di's team has started collaborating with elderly bloggers. Compared to middle-aged and young people who pretend to be idle while still making money, the retirement lifestyle of the elderly seems more genuine, free from financial pressures, and thus more appealing. Videos showing activities like gardening, walking, or spending time with grandchildren resonate with viewers. This represents a new direction for the lying flat trend, tapping into the natural advantages of the elderly audience and attracting younger people who want to glimpse what retirement might look like.
6. The Lying Flat Trend Will Not Disappear, Only Evolve
The definition of lying flat always lies with the users; it reflects individual perceptions of life, so the trend is flexible. As long as bloggers can address current emotional needs (such as wanting to relax or be motivated), they will continue to thrive. An ideal lying flat lifestyle may not exist in reality, but it will always remain in short-form media, satisfying people's fantasies about an alternative way of living.