Over 50 million people today consider themselves as content creators, according to SignalFire. While the majority are currrently monetising content creation on a part-time basis, this might change as creating content can be financially lucrative. According to Hootsuite, sponsored posts are worth US$100 per 10,000 followers, and research has found that the influencer marketing industry is worth US$16.4 billion.
Singapore-based Bigo Technology is one company that is committed to helping the creator economy grow. It is doing so through its social livestreaming platform Bigo Live and short-form video app Likee.
Both solutions leverage artificial intelligence (AI) to help users find relevant streams based on their interests. This also means that creators can ensure their content gets delivered to the right audience so that they better connect with their communities.
Additionally, AI is being used for content moderation to eliminate the presence of negative content on the platforms. “Our [AI-powered systems] can detect inappropriate content, such as hate speech, within minutes and issue a ban, which allows us to provide a safe and inclusive space to viewers,” says Mike Ong, vice president of Bigo Technology, at a media briefing on January 6, 2023.
To provide users with a more engaging and immersive livestreaming experience, Bigo Live also introduced new features that allow users to create personalised 3D avatars of themselves and enable them to create and join online communities.
Besides that, Bigo Live has expanded its pool of content creators and localised premium content library through cross-industry partnerships and in-market activities.
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For example, it hosted an in-app music event to celebrate Singapore’s National Day last year. The event saw a livestream of six Bigo Live music broadcasters covering National Day songs from local artistes.
In Malaysia, Bigo Live launched an online game-and-talk show programme that featured broadcasters and local radio personalities. Called Bigo Gagaga, the three-episode variety programme was aired on the Bigo Live app in August 2022.
Just last Saturday (January 7, 2023), Bigo Live hosted the Bigo Awards Gala at the Capitol Theatre in Singapore and streamed it over its app. The event honoured creators who have captivated their audience with creativity and transformed their communities by making the best use of livestreaming in the past year.
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“Our talented pool of broadcasters is a testament to our continued growth, and thanks to technological innovation, we are able to create an inclusive platform where everyone can showcase their talent and passion to a global audience,” says Ong.
To date, Bigo Live has over 400 million users across 150 worldwide to date. “Bigo Live will continue expanding our pan-entertainment offerings, engaging the creator economy, helping the development of more communities, and focusing on innovation [to support the growth of the creator economy],” says Ong.
