Insights

As more and more content creators join digital content platforms, such as RedNote and TikTok, the competition for user traffic among creators is becoming increasingly fierce. In addition to competing for traffic through traditional methods such as improving content quality, content creators can also use the paid content promotion provided by platforms to obtain more traffic. However, when providing paid content promotion to creators, platforms are usually challenged by the allocation of limited traffic between high-quality non-promotional content and paid promotional content.

In order to explore this issue, Professor Ren Qitian of the School of Management and Economics (SME), The Chinese University of Hong Kong, Shenzhen (CUHK-Shenzhen) constructed a game theory model in his research titled Navigating the Creator Economy: An Analysis of Content Promotion and View Allocation Policies on Digital Content Platforms, which covers the multiple interactions among content creators, platforms, and content consumers. This research paper aims to study policies and influencing factors of paid content promotion and traffic allocation on digital platforms and provide strategic guidance for platform policy formulation.

The research has been accepted and published in Marketing Science, a top international journal.

About the author

Ren Qitian

Assistant Professor

SME, CUHK-Shenzhen

Research Field

Marketing