A parent's sharing on social media that "teaching a line to a child requires repeating it dozens of times, and a dance move that is not standard requires dancing for a whole day" has uncovered the industrial production chain behind the glamorous videos of "child internet celebrities" and sparked widespread discussion and thinking about them. For some time now, a large number of accounts have emerged on short video platforms under the name of "recording the daily lives of cute children". A reporter from the Rule of Law Daily found through investigation that many of these seemingly innocent and naive contents are carefully planned by parents and MCN institutions (internet celebrity incubation institutions) as "script interpretations" - from character design, script design to traffic monetization, forming a complete commercial assembly line to achieve mass production of "children's internet celebrities". Children with well-defined facial features, delicate appearance, clear speech, and audience appeal are most favored for customized character designs. ”Ms. Liu, the head of an MCN institution in Hangzhou, Zhejiang, told reporters that the institution will screen potential young children or elementary school students. This group of people is more eye-catching and does not have academic pressure. After maturity, they can develop into commercial fields such as clothing and daily necessities, with a longer training and income cycle. Then tailor the 'eye-catching character design' through script interpretation. Lively and cheerful individuals are labeled as' little suns', while introverted and quiet individuals are packaged as' cool and aloof academic overachievers'. Sometimes, children are required to imitate the tone of adults and reason, or deliberately perform in front of the camera, devouring exaggerated portions of food greedily. ”Ms. Liu said. Ms. Gao, who used to work as a contract agent at a MCN agency in Anhui, introduced that institutional contract bloggers are generally divided into four types: full contract, platform contract, business contract, and incubation contract. The first three types basically require a certain fan base to be accumulated before, and incubation contract is the lowest threshold. The company will let employees search for qualified partners on various platforms, mainly short video platforms, with no standard fan base. As long as the average likes are stable at around 30000, they can actively express their willingness to cooperate through private messages. Nowadays, many new bloggers have a strong sense of vigilance, and we usually introduce them to the advantages of MCN institutions, such as being able to provide orders, script planning, etc. ”Ms. Gao told reporters that after the successful signing, the organization will arrange dedicated content operators to guide the selection and shooting of video topics. There are relatively few original scripts, and most of them are focused on following hot topics on the platform, shooting content such as cute children's talents, parent-child interaction, children's education, etc. It is difficult to attract traffic and retain popularity in the rapidly changing wave of the internet solely by presenting natural children's videos. A short video blogger who declined to be named told reporters that children cannot be interesting and attractive all the time. In order to improve the drainage effect of short videos, some parents and MCN institutions are trying their best to create character designs and promote their children. From opening accounts, determining character designs to operation and promotion, there are one-on-one specific plans, forming a complete industry chain. "The original appearance of children is gradually submerged in one short video after another. According to sources from MCN institutions, children who sign contracts will be subjected to fixed script templates: following hot topics, riding on topics, and enhancing contrast. For example, allowing cute children to "take their parents" on a trip, or designing a "crash" plot to naturally embed advertisements. A survey by traffic game reporters found that in order to attract more parents to join the game, some MCN institutions have launched "tips for building children's internet celebrities", claiming to "gain millions of followers in four months". On some social media platforms, various accounts called "Maternal and Child Bloggers Accompany Running" and "Baomama Professional Operations" that specifically teach parents how to create "little internet celebrities" have gained a lot of attention. These accounts focus on the operational experience of mother and baby bloggers, breaking down and analyzing the top accounts, and delving into why they are so popular. Many of these posts claim that if a child wants to "become popular", they need to "show off their child weakly and have a strong personality", and parents should match their child's personality according to their characteristics. Parents of "children's internet celebrities" with over 100000 followers, as "seniors," have posted posts such as "Join the child model circle, become a 10000 yuan household in seven months," promoting the mother and baby race from the perspective of "mom and dad," teaching experience to attract partners. In the course exchange and Q&A group of a certain MCN organization that the reporter joined, more than 800 group members discuss daily how to mass produce popular products. For example, when someone asks in the group, "What should I do if my video doesn't have traffic?", the group leader answers, "It's definitely not good to just share videos, there must be a theme. The other party further explained that the so-called theme is to create a special personal design of parents+children, seize the pain points of Internet traffic, and package ordinary families with "memory points". If children have the advantages of a minority, they can focus on shooting specialty training. If children are beautiful enough to listen, they can focus on daily clothing and child models. It can be interesting enough, beautiful enough, imaginative enough, or sharp enough, but it just can't be ordinary. ”The group leader wrote this in the training document. The reporter noticed that the training materials of the institution include teaching parents how to edit routine drainage texts, such as the "Video Title Writing Method" section with fixed texts such as "Have a daughter? Dress her up as a best friend" and "My son wants to buy a bag at ten months old". The "Video Theme Selection" section includes topics such as using children's unique temperament to attract others' attention and focusing on altruistic information rather than self-interest. In addition, the MCN organization has also established an internal drainage method for parents. Parents who join this organization post their own cute baby notes in the communication group, and mutually agree with group members to "reply to a few comments you make" and "like me, I reply" to increase traffic and attract comments from the water army. Mass production of mother and baby internet celebrity posts is also being carried out. What is the cost of such "packaging" when hidden concerns arise? The reporter interviewed a comprehensive MCN organization and learned that their cooperation package prices include 5980 yuan per month, 12980 yuan for a 3-month "help account" package, and 22980 yuan for a 6-month "professional blogger" package. The person in charge introduced that in the 5980 yuan monthly package, the shooting team equipped has more than 2 years of work experience; In the more expensive long-term packages, the team has at least 4 years of work experience. During the cooperation period, MCN institutions will provide popular topics, combined with the platform's overall traffic and various types of monetization situations, to provide separate scripts and shooting outlines, and make refined positioning benchmarks and character designs. The person in charge also emphasized that both the scriptwriter and editor of the organization have 2 to 4 years of professional experience, helping to incubate and ignite the entire process. For the incubation requirements of the "Nine Year Old Equestrian Specialized Girl" proposed by the reporter, the organization's suggestion is to film the child's daily activities in terms of interests from the perspective of their appearance, establish an outgoing expression persona, focus on a specialized track, and "create the feeling of neighboring children". In terms of video division of labor, MCN institutions are responsible for providing the routines and themes for each video, while parents are responsible for providing shooting materials. After signing the contract, we will assist you throughout the process in finding topics, writing scripts, and creating videos that are in line with the platform's logic and popular, "said the person in charge. According to industry insiders, some MCN agencies also choose and absorb parent accounts as their influencers, allowing parents and professional teams to collaborate on filming. All commissions generated by the backend are split 50-50 between the blogger and the platform, and parents also need to follow the agency's arrangements and shoot videos at the agency's request. Once parents post videos without sharing profits with the organization, they must compensate the organization with a penalty of 10 times the profit. Is it reliable to cooperate with MCN institutions? This is a question raised by many parents attempting to cultivate "child internet celebrities" on social media platforms. The qualifications of MCN institutions vary greatly. ”A Zhejiang "Baoma" revealed to reporters that "small MCN organizations that are just starting out prefer to send invitations to Baoma bloggers with few followers, but they don't have much resources at all. What they promised you will not be fulfilled, and instead, you will give them points for the money you receive for advertising. Another "Baoma" roast that after signing a contract with MCN, the other party asked for videos to be shot and released too frequently. Parents, especially children, could not bear it, but if they did not shoot, they would breach the contract and pay a large amount of liquidated damages. "Now I regret signing a contract with MCN.". A mother and baby blogger from Xi'an, Shaanxi, told reporters that she is currently embroiled in a dispute with MCN institutions. When her fan base reached 1000, she signed a contract with an MCN agency in Guangxi. The agency initially promised to introduce commercial orders, guide filming, and make profits together. However, the agency did not actually introduce any orders, and all the orders I received had to be redistributed to the company account. When I discovered this problem, I immediately requested to terminate the contract, but the agency deleted my contact information. More than two months have passed, and I am unable to contact anyone or settle accounts