Douyin has updated the anchor management system. If the health score is low, the reward function will be closed. If the Douyin anchor score is low, live broadcast recommendations will be reduced, the use of PK and reward functions will be restricted, the withdrawal of funds from illegal live broadcasts will be suspended, and the live broadcast permissions will be revoked.
Douyin Live announced that it has launched a new version of the health sub-management system. From now on, the platform will assign health points to anchors' accounts based on their daily live broadcasting behavior, and adopt a stepped management approach for anchor accounts based on the scores. For anchor accounts with low scores, Douyin will take measures such as reducing live broadcast recommendations, restricting the use of PK and reward functions, suspending the withdrawal of funds from illegal live broadcasts, and reclaiming live broadcast permissions.
The relevant person in charge of Douyin Live stated that in the past, platform governance was more based on punishments such as interruption, warning, and ban based on a single content. This time the health points system is launched, and the platform will carry out gradient management based on the long-term behavior of the anchors.
Specifically, the initial health score of anchors included in the management scope is 100 points, and the initial score of some anchors who have been certified by experts or professionals is 120 points. The intensity of deductions will be determined by the severity of the violation and the anchor's level. Based on specific violations, the platform will deduct points ranging from 1 to 8 points each time. In addition, considering the impact of violations on users, the platform will deduct an additional 1-5 health points from anchors with a high number of fans or average number of viewers in the live broadcast room.
The rules show that if the anchor's health score is less than 40 points, he will not be able to enter the live broadcast room list and be prohibited from using the PK function. If the score is lower than 20, the gift function will be turned off based on the aforementioned management measures, the anchor will not be able to obtain reward income, and the withdrawal of illegal income will also be prohibited.
The announcement shows that the health sub-management system will begin trial operation on September 7, 2023, and will cover all content anchors by the end of October. It is expected to officially take effect before the end of the year. In order to help anchors become familiar with and understand the relevant rules, only points will be deducted during the trial run of health points, and no specific penalties will be implemented. After it officially takes effect, the scores will not be switched and will be managed according to the trial run scores.
This move may further implement the requirements for classification and hierarchical management of network anchors. Earlier, seven departments including the Cyberspace Administration of China jointly issued the "Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting", proposing to further strengthen positive guidance and standardized management of the online live broadcast industry, focusing on standardizing online reward behavior, and promoting the classification of anchor accounts. Hierarchical management promotes high-quality development of the online live broadcast industry. In April last year, Douyin Live launched a health score management system, mainly for trade unions. Guilds with a "health score" of ≤50 will be removed and publicly notified.