The focus and strategies of attracting new, promoting and retaining each platform are different, but it is foreseeable that after the early stage of grass growth and heavy purchases, content will always be the top priority of platform development. It is a large number of creators. Creators can bring rich, high-quality content and help attract new users, maintain the stickiness and entertainment of existing users. In 2021, more and more platforms are pouring large sums of money and resources into independent content creators. To attract creators, the most direct way is to "spend money", that is, cash incentives. One of the first large platforms to move overseas is Snapchat. In 2020, the company announced that it would give out $1 million a day to telemarketing list short video creators, bringing the number of creators posting short videos on Spotlight to an all-time high every day. However, after having a steady stream of content, the monetary incentive may also slow down. In mid-2021, Snapchat slashed rewards to millions of dollars a month, with CEO Evan Spiegel saying "it pays too much for 'moving content'" of previously sloppy incentives. In fact, in the process of laying out short videos, there are many TikTok moving videos in YouTube and Instagram, and the platform uses cash to motivate creators, to a certain extent, to obtain high-quality and unique content, so most incentive projects will Make demands on the originality of the content. In May 2021, YouTube, which has a relatively mature creator ecosystem, also announced the creation of the Shorts Fund, which will provide creators with $100 million in rewards within one year. To receive the bonus, creators must produce original content, and individual bonuses range from $100 to $10,000 based on factors such as viewership and engagement with the short film. How to attract users and creators? Analysis of the status quo and competitive strategy of overseas short video industry Image source: YouTube Similarly, Meta announced in July 2021 that it will invest $1 billion to attract content creators for Facebook and Instagram, on top of the $200 million invested in the Creator Fund in 2020. In November, Instagram announced the Reels Surprise bounty program,