Introduction: In July this year, the State Council issued the "National Fitness Plan (2021-2025)" to guide the fitness of the whole people. In addition, local governments have also issued a number of fitness-related policies this year to encourage national fitness.
"Did you Pamela today?" "Pa has been", Pamela has become a fitness symbol. Fitness content creator @Pamela_PamelaReif With its standard body, professional ability, and humanoid AI label, it has become popular all over the Internet, and as of December 2021, its monthly practice on the Keep platform has exceeded 8.1 million.
In addition to Pamela, the fitness content industry also brings together many high-quality fitness content creators, who encourage more users to be happy through sports and freedom through self-discipline through quality content and personal charm. With the awakening of public fitness awareness and the improvement of national fitness penetration rate, the value of fitness content creators is gradually being released.
In order to more comprehensively present the current development of fitness content creators, the new list and Keep officially released the "Fitness Content Creator Development Research Report", which analyzes the development status of fitness content creators from the dimensions of creator groups, content ecology, and commercialization, and predicts the future development trend of the fitness content industry for the reference of fitness content creators and industry practitioners.
Core points of the report:
1. National fitness is the trend of the times, and the value of fitness content creators continues to be released
2. The number of premium fitness content creators is on the rise
3. Fitness content is in the spotlight, and the amount of content and the number of likes for content are increasing
4. The fitness content is rich and diverse, and it develops in the direction of vertical subdivision
5. More than 40% of users have demand for scientific fitness, and professional and systematic content is more popular
6. Advertising, e-commerce, and knowledge payment (including paid courses and membership course sharing) are the main monetization methods for creators
7. Users' online fitness content consumption habits are formed, and fitness content creators have broad prospects for development
8. Fitness content is moving in a more interesting and digitally intelligent direction
The ranks of creators of high-quality fitness content are growing
Fitness content creators refer to groups that create and disseminate fitness-related content on Internet platforms. Among them, the Internet platform includes comprehensive content platforms such as WeChat public account, Weibo, Douyin, Kuaishou, Bilibili, Xiaohongshu, etc., and vertical content platforms such as Keep; including graphics, video, audio, live broadcasting and other content media.
According to the new list data, in the past year, the scale of high-impact active fitness content creators on the comprehensive content platform has continued to grow as a whole. The same is true for vertical content platforms, with Keep as an example, where the number of keep quality creators increased by 32% in October 2021 compared to October 2020.
Both the number of fitness content and the number of likes received by the content are on the rise
According to the new list data, from October 2020 to October 2021, the overall amount of fitness content and likes of the comprehensive content platform continued to grow. The content attention of the head vertical content platform has also shown a growing trend, taking the Keep platform as an example, the number of content views has maintained rapid growth in the past two years. Keep content views increased by 700% in 2020 compared to the full year of 2019, and 63% in the first 11 months of 2021 compared to the whole of 2020.
Specialized, systematic fitness content is more popular
With the further penetration of the national fitness rate and the increasing willingness of the public to scientific fitness, the user's demand for scientific fitness is also becoming more and more intense. According to the first financial data, 44% of users watch sports and fitness short videos/live broadcast content because of "learning scientific sports and fitness methods", accounting for the highest proportion.
At the same time, the number of downloads of head vertical fitness platforms such as Keep, which is relatively professional in content, is also growing exponentially, and on comprehensive content platforms such as Douyin and Kuaishou, the relatively more professional and systematic fitness content produced by certified accounts is also more recognized.
Fitness content creators monetize through ads
Penetration is getting higher and higher
The monetization methods of fitness content creators mainly include advertising, knowledge payment (including paid courses, membership course sharing), e-commerce, and platform subsidies.
Among them, the way of advertising monetization has been tried by fitness creators on various platforms and is in the growth stage. In the case of Keep, for example, the number of Creators who participated in the Advertiser List in Keep increased by 14% in 2021 compared to 2020.
Advertising monetization mainly includes brand titles, brand creative implantation, and advertisements provided by platform officials. For example, the healthy tea brand PINTEA has named a number of creator course content on the Keep platform, and the number of people who have practiced related courses has reached nearly one million.
Fitness knowledge paid track has great potential for monetization
According to the data of Giant Arithmetic & Chuangbang, the market size of China's pan-knowledge payment industry is expected to reach 67.5 billion yuan in 2021, and the growth rate is expected to be 72%, and the pan-knowledge payment market is large. Compared with other content, the fitness content knowledge attribute is stronger, the content quality is relatively high, and there is no strong timeliness, the marginal cost is low, and there is a lot of imagination space in monetization.
The monetization methods of knowledge payment mainly include paid courses and membership courses. Among them, paid courses, that is, the model in which creators obtain revenue through the production of paid courses, are currently a relatively common way of monetizing knowledge payment, including video paid courses and live paid courses. Membership courses become creators to provide paid member readable content to the platform, and then get the platform share, such as the Keep platform paid membership class model.
Keep the 10,000 people stretch plan, traffic, products, commercialization multi-dimensional empowerment of creators to grow
In order to continuously optimize the creator content ecosystem, the Keep platform provides refined support measures, not only opening up special support policies for creators on the whole network, all categories, and all stages, but also meeting the diversified demands of creators with targeted incentives covering the whole life cycle of content creation.
For example, the 10,000-person stretch plan released by the Keep platform supports creators in multiple dimensions from the three levels of traffic operation, product service and commercial realization, helping creators to win the growth marathon.
In addition, for powerful creators, the Keep platform pays more attention to the commercial value empowerment of the creator's personal IP, and Keep provides a series of support in order to help the creator IP expand its influence and amplify the commercial value of the IP. Such as inviting creators @ Pamela _PamelaReif become the keep smart bracelet global campaign ambassador.