Did you hear that? Douyin recently launched a learning channel, and it is also "forcing" you to learn.
It is understood that Douyin online learning channel, the previous pan-knowledge video content has been classified into the learning channel, users click on the "same city" position, you can switch to the learning channel. After entering for the first time, the system will pop up the interface of selecting interest tags, including food, automobile, fashion, humanities and social sciences, science, science and technology, finance and economics and other fields.
In fact, in addition to Douyin, platforms such as Kuaishou, Zhihu, and B Station have long been in the layout of the pan-knowledge field, and the best of them may be B Station. Since the epidemic, Station B has accelerated the popularity of "learning" on Station B through the simulcast of knowledge classes with famous schools and the out-of-the-loop of videos of several up masters this year.
Nowadays, as the boss in the field of short video - Douyin online learning channel, what kind of logic is behind this? When Douyin attributed all the previous pan-knowledge video content to the learning channel, can it successfully create the next such B-station knowledge community?
Trends and demands work together
In fact, Douyin integrates all the previous pan-knowledge videos and launches the learning channel to meet the needs of the public. According to the relevant person in charge of Douyin, more and more people are studying on Douyin today, and the number of people who have watched more than 100 knowledge videos on Douyin in the past month is as high as 450 million.
The integration of these videos and the separate launch of the learning channel are also more conducive to the public to concentrate on video viewing.
Leaving this aside, we know that short video platforms, as a natural traffic pool, have developed in full swing in recent years. With the popularity of mobile Internet, as of June 2021, the internet usage rate of mobile phones has reached 99.6%, and the scale of mobile Internet users has reached 1.007 billion. This also means that excluding newborns and the elderly, the number of Netizens in China is basically close to the ceiling, that is, the traffic dividend has peaked.
For Internet companies, mining new incremental value on the basis of existing users has become a new starting point for enterprises. Taking the field of short video as an example, the short video content that focuses on entertainment in the platform has gradually become saturated, and the introduction of knowledge content is not only a choice to meet the needs of the public, but also a good medicine to break the "excessive entertainment" of platform content. The douyin uses the knowledge video area to enter the field of medium video that it lacks, and can also be seen as building a stronger moat under the impact of other platforms.
In addition, there may be another layer of consideration for vibrato. In recent years, with the acceleration of the process of commercialization, it has gradually led to a large number of brand merchants occupying platforms such as Douyin and Kuaishou, and the phenomenon of being squeezed and lost represented by personal content sharing has emerged, and short video platforms urgently need to break the existing ecological dilemma.
Taking Douyin as an example, since the end of last year, Douyin officially pushed the enterprise live broadcast, the douyin platform's talent live broadcast traffic has gradually declined. According to the data, as of June 2021, the live broadcast of Douyin enterprises accounted for 70.13%, and only less than 30% of the people reached it. With the loss of the number of talents, there will inevitably be a decrease in content, which requires the introduction of new talents to balance the content production of the platform.
This is also one of the reasons why Douyin has been committed to the support plan in the field of knowledge sharing, in addition to disseminating diversified knowledge, it can also use live broadcasting to run through knowledge live rewards and knowledge payment, help more knowledge creators monetize on the platform, and continue to provide value for platform users and content empowerment.
Finally, Douyin's move to launch a learning channel is also driven by the industry. In addition to Douyin, on June 24, 2021, Kuaishou also launched the "Kuaishou New Knowledge Broadcasting" plan, providing a new scene of knowledge delivery in the form of live broadcasting, covering 16 vertical fields such as Kuaishou finance, technology, law, real estate and home furnishing.
As early as 2019, Station B has made efforts to understand the content, and now has a series of knowledge interpretation UP masters such as Luo Xiang said criminal law, Li Yongle, etc., and now with the increasingly wide range of knowledge content covered by Station B. In June 2021, Chen Rui, founder of Station B, said that at present, pan-knowledge content accounts for 45% of the total video playback volume of Station B on all platforms, which also shows that the label of "young people learning on Station B" is constantly being strengthened by the outside world.
Although Station B uses "learning" to break the circle, it also provides a template for other platforms to lay out knowledge content, and can the "learning" of Station B be successful in doing the knowledge area?
The "pan-knowledge community" of the short video industry?
On June 5, 2020, Station B officially established a first-level division of knowledge, which administers six second-level divisions of science and science, social science and humanities, finance and economics, campus learning, vocational workplace, and wild technology association, with the sharing of knowledge, experience, skills, views, and humanities as the main content. Through comparison, Douyin integrates the knowledge content into a learning channel this time, which is very similar to the knowledge area of station B in terms of mode, and it is shared and explained through video or live broadcast.
In fact, through the creators to send out the video official and then drain the operation, for Douyin, which already has 550 million MAU, there is no need to worry about traffic for the time being. In addition, Douyin has also accumulated a lot of users in the early stage of the preparation process, and has already exceeded 100 million in the number of viewers and knowledge video playback, which also lays a good foundation for the subsequent expansion of the knowledge area.
In addition, a number of masters of pan-knowledge video content have also been accumulated, such as Liu Yuanyuan, Fan Deng, and others who debuted as "knowledge live broadcasts" with tens of millions of fans. For the public, short videos or live broadcasts represented by strong social networking strengthen the fun of knowledge learning, and can also attract the attention of the public in fragmented time.
However, although it has a traffic advantage, there are still many challenges for Douyin.
At the user level, although the user portraits of Douyin and Station B overlap, the overlap of the user groups covered is not high. The former covers all age groups and is concentrated in 25-35 years old; while the average age of B station users is 20-21 years old, and the influx of post-00s and post-10s has increased in the past two years, which has also caused the Z generation users in the learning period to be sticky than other age groups. In terms of choice, it will also be more inclined to watch knowledge videos on B station because of usage habits and unique learning attributes of B station, and vibrato is because short videos use fragmented time to seize the characteristics of public viewing points, and for the public, it will be more biased as an entertainment platform.
On the other hand, the knowledge section of Douyin was initially established, and there is still a certain gap between the number of video creators and the scope of video content covered by each section of the knowledge area from the B station.
During the epidemic last year, Station B, together with Peking University, Tsinghua, Fudan and other famous schools, launched a special topic of "suspension of classes and non-stop learning" to carry out live lectures, attracting a large number of famous teachers with high professionalism, strong knowledge and in line with the context of young people, such as Dai Jianye and other star professors to settle in, which greatly stimulated the learning enthusiasm of B station users. After that, Station B also launched popular science knowledge content around China's manned spaceflight and other related materials, and broadened the scope of its knowledge content to the aerospace field.
In addition, in April 2021, a UP master restored the shallow talent of the shallow with 15 days and 200,000 yuan to restore the gold mask of Sanxingdui, which won the attention and recognition of many central media such as CCTV and People's Daily; in June 2021, the explosive He students made the first "AirDesk", driving the stock price of a company to rise; in December, the topic of "Zhou Guanyu became China's first official F1 driver" was on the hot search, and this racing science series let many people understand F1 motorsport. All sides reflect that the knowledge boundary of Station B is constantly expanding.
As a short video platform with relatively entertainment and leisure in public cognition, Douyin now needs time to polish in order to establish a knowledge community, in addition to gradually changing the cognition in the minds of users.
In terms of creators, Station B attracts related creators to continue to join and expand the group of knowledge video creators. According to statistics, in all the PUGVs of Station B, pan-knowledge content is as much as 49%. In the past year of 2021, the scale of creators in the knowledge area has increased by 92%, covering multiple professional fields such as biology, medicine, history, literature, etc., and the number of people studying in Station B has exceeded 183 million.
At present, more than 300 famous teachers and scholars have settled in Station B, including Wang Pinxian, an academician of the Chinese Academy of Sciences, and Luo Xiang, a law professor who has repeatedly left the circle. More than 800 certified university numbers and nearly 10,000 college numbers have also been settled, providing free and convenient educational resources for more people.
Although Douyin also launched the "Open Class" live broadcast activity to invite 8 professors from Tsinghua University, Peking University and other universities to bring open classes in the fields of film, literature, virology, astronomy and other fields, "Sail Project" and "DOU to the New Book Season" and other activities to enrich the breadth and depth of platform knowledge, but still need to continue to grow.
In general, for Douyin to make a knowledge area such as B station has its own advantages, but there is still a certain gap at present, and it is necessary to continue to make efforts in the follow-up to the video creators to excavate, cultivate and drain. From the continuous layout and optimization of Douyin and Kuaishou in the field of knowledge, it can be seen that this may have become another new position for short video platforms to explore new growth points.