Tide Turns a New Course: Klout's 9th New Media Ecology Conference Concludes Successfully in Beihai, Asaka

Tide Turns a New Course: Klout's 9th New Media Ecology Conference Concludes Successfully in Beihai, AsakaFrom March 19th to 21st, 2025, Klout's 9th New Media Ecology Conference was grandly held in Asaka, Beihai, Guangxi. Themed "Tide Turns a New Course," the conference attracted thousands of content creators, MCN agencies, platform providers, and brands from 16 countries and regions worldwide, to jointly explore new opportunities and challenges in the global content ecosystem

Tide Turns a New Course: Klout's 9th New Media Ecology Conference Concludes Successfully in Beihai, Asaka

From March 19th to 21st, 2025, Klout's 9th New Media Ecology Conference was grandly held in Asaka, Beihai, Guangxi. Themed "Tide Turns a New Course," the conference attracted thousands of content creators, MCN agencies, platform providers, and brands from 16 countries and regions worldwide, to jointly explore new opportunities and challenges in the global content ecosystem.

The relocation of the conference from Beijing to Beihai marks a significant milestone for Klout. Li Meng, Founder and Chairman of Tuniu Digital Technology Group, pointed out in his opening speech that this change not only highlights Beihai's important strategic position in the deep connection between China and ASEAN's new media ecosystem, but also showcases Beihai's enormous development potential as a "super interface" for China's digital economy going global. "From Beijing to Beihai, from China to ASEAN, the evolution of the Klout Conference reflects the strategic upgrade of the influencer economy from chasing traffic to building an ecosystem," emphasized Mr. Li Meng, highlighting the profound significance of this transformation.

Zhang Yutong, General Manager of Klout, stated at the conference that as a world-class content event IP, this conference aims to build bridges for global content creators, connecting global creators and the ecosystem, breaking down geographical limitations and industry barriers, and fostering a more open and symbiotic ecological dialogue atmosphere. She noted that the content industry has experienced unpredictable changes in the past year, with opportunities and challenges coexisting. While the growth rate of the creator market size has slowed, the overall base continues to expand; live streaming and short videos remain steadily growing, but mid-to-long-form videos and audio are also attracting more user time; the rapid development of artificial intelligence technology also presents new challenges to content creation, making the balance between content quality and quantity a difficult problem for all practitioners. The increasing involution in the content creation field and numerous difficulties have placed many creators at a crossroads.

How should content creators break boundaries and achieve symbiosis in the face of these challenges? In her sharing session titled "The Flowing Golden Age: Boundary Breaking and Symbiosis in the Content Industry," Zhang Yutong provided practical suggestions for content creators from three levels: Dao (the Way), Shu (the Technique), and Fa (the Law).

At the level of "Dao," Zhang Yutong emphasized that content creators should respect users, listen to user needs, grasp the pulse of the times, and return to the essence of content creation. Content creation serves as a bridge to connect with and serve users, and must adapt to evolving user needs. Creators should also position themselves as "content engineers," unifying creativity, content, and data in three dimensions, actively accepting user feedback, and continuously improving and perfecting the content creation model.

At the level of "Shu," Zhang Yutong suggested that creators cultivate craftsmanship, achieve symbiosis with creativity, find common emotions of the times, innovate content models, and create differentiated content breakthroughs targeting specific user groups. She believes that constant change and innovation are the only way for content to upgrade, as changes in content reflect shifts in social values, which in turn restructure the content ecosystem. These are the pulses that creators need to monitor and grasp.

At the level of "Fa," Zhang Yutong summarized three core points for content creators to achieve symbiosis and longevity in the golden age: embrace change, be firm in change, and survive by riding the wave. This not only requires creators to translate and interpret content in a timely manner, allowing people and content to form a vehicle for inheritance, but also to promote the influx of overseas creators and the continuous output of local creators in the era of global content flow, keeping the entire ecosystem vibrant.

So, what constitutes good content? At the conference's "Observing the Tide: Trend Summit," industry insiders including Cao Rui (TikTok's Head of Marketing for the Operating Industry), Chen Zhen (Founder of Luobo Report), Li Jiawen (General Manager of Greater China, Meta Global Strategic Partner), and Zhan Qiuyi (a young lawyer and million-follower career blogger) shared their perspectives.

Cao Rui believes that the standard for quality content is not defined by the TikTok platform, but by users. TikTok users like content that has some commonalities"rewarding, resonant, and surprising"bringing users lasting positive feelings. Chen Zhen views content updates as recording life and firmly believes in the principle that "what isn't recorded didn't happen." Li Jiawen emphasizes that "as long as a creator's content is engaging enough, it has the opportunity to be noticed and actively shared on the Meta platform, thus achieving global reach." Zhan Qiuyi compares creation to curating an exhibition, adhering to the philosophy of "traffic is a gust of wind, but I want to put on an exhibition that makes people want to stop and take a look," sharing content around life, legal education, career, and fashion, always insisting that influence should be built on long-term value rather than fleeting popularity.

The conference also featured forum sharing sessions around three dimensions: "Social Marketing," "E-commerce Operations," and "Globalization," to explore industry development trends. Xuan Shuang, Head of Commercial Services for Commercial Creators at Xiaohongshu, interpreted the deeper meaning of "grass planting" (a term referring to influencer marketing), noting that "grass planting" is not a simple content strategy, but a long-term investment in user mindset. Brand asset building is not a mechanical conversion from traffic to retention, but a deep connection with trust as a bond and value as an anchor. Xiaohongshu, with its ecological logic of "content is asset," has opened up a third paradigm of marketing for brands.

In the forum "Game On! E-commerce Traffic Expansion and Refined Operations," Ma Yin, Head of Author Introduction at Douyin E-commerce, shared the latest development status of the Douyin E-commerce platform and interpreted new opportunities for new creators. She pointed out that under the logic of overlapping traffic distribution in the "content pool" and "transaction pool," high-quality live stream content will become the second growth curve for content creators' income. Nicole Wang Ruoxi, a high-quality Douyin E-commerce creator, shared her experience in breaking through traffic bottlenecks, emphasizing that the real traffic game lies in consistently delivering high-quality output, keeping up with platform policies, and achieving long-term symbiosis.

Li Ming, founder of VzoneMedia, who has been cultivating the Southeast Asian market for many years, shared his experience with Vietnamese market cases, addressing how to seize opportunities in the wave of globalization and avoid the problem of "culture shock." He pointed out that global business must not only seize market opportunities, but also deeply cultivate the local market.

Finally, Klout announced that future conferences will be permanently held in Beihai. Leveraging Beihai's unique geographical advantages and cultural heritage, this will provide the event with stable long-term support and further promote the deep integration and synergistic development between Beihai and the global content creation industry. This marks a long-term collaboration between the Klout Conference and Beihai, jointly promoting the prosperous development of the global content creation industry. The successful holding of the conference not only provided invaluable learning and exchange opportunities for global content creators, but also injected new vitality into Beihai's economic development and cultural construction.

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