Report speed reading
This report is produced by the new list.
This is a report that spans 6 major new media content platforms.
The new list has carried out data statistics and research on the content ecology on the six major platforms of WeChat public account, video number, vibrato, xiaohongshu, B station, and Kuaishou, and the relevant data comes from the WeChat public account part of the new list and its series of products: new jitter, new fast, new station, new vision, and new red. The statistical scope is the accounts that have been included in the above six data product observation samples and were active between January and December 2021.
This is a report with an integrated perspective.
Starting from the data, we observe its release, content commercialization and cooperative brand; from the data, combined with the new list's own content observation, visits, consulting, training and marketing business, we study and analyze the current situation and trend of the creator ecology, content ecology, and content commercialization of each platform in 2021.
This is a report that can be called ecological observation.
Each of these discoveries is to provide three-dimensional observation from the ecological perspective of the entire new media as much as possible. We have reason to believe that both data coverage and industry-related experience will make this a very instructive "digital content asset acquisition and management" roadmap.
The following are excerpts from the main contents of the report:
■ The volume of release by creators of various short video platforms continues to rise, and the public account is full of creativity;
■ Evening and noon are the peak of the release of each platform, and the B station up main stay up late has the strongest ability;
■ The head account of each platform is generally the most active, and the backbone of 20w-50w fans is more active;
■ Current affairs information is the most interactive creative type on each platform, and entertainment, funny, and emotional are also advantageous categories;
■ The spread of explosive models accelerated, among which the speed of the video number out of the explosion changed the most, increasing by 57.5%;
■ Rich media forms have become a trend, graphic platforms are video, and video platforms encourage graphic creation;
■ "Short" videos become "long", and the proportion of videos over 60s increases;
■ The rapid development of pan-knowledge content, the number of broadcasts of TikTok pan-knowledge content increased by 74% year-on-year;
■ Kuaishou and B station game numbers have strong powder absorption, and fashion bloggers of Douyin and Little Red Book are easy to get out of the circle;
■ The concept of meta-universe detonates the IP heat of virtual people, or the next outlet;
■ Short video with goods has become the norm, the proportion of vibrato, Kuaishou with goods videos has risen, and the proportion of small red books and grass notes has increased;
■ The popularity of live broadcasting with goods has gone all the way up, the content service is live, and the live broadcast gives birth to new "content";
■ Each platform has made efforts to provide local life services, and the "Tandian" account has been rising month by month;
■ The commercial value of the platform increased, and the price of Kuaishou commercial orders increased the most, increasing by 26%.
* Limited to the scope of observation, there are still many excellent content platforms outside the 6 major platforms, such as Weibo, Watermelon Video, Baidu Baijia, etc. It will be gradually refined in the future to provide a closer ecological observation.
Due to the ability to select, define and observe data, as well as the premise of the establishment of the opinion, please use the conclusions of this report with caution and do not constitute investment advice.
Featured content of the report
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One
Platform symbiosis, wrestling/newrank
01. Creative volume
The creative volume of each platform continues to rise, the public account is full of creativity, the average single account publishes 37 articles per month, and the number of works released by other short video platforms per month is 12; from the perspective of rising volume, the fast-growing vertical categories between the platforms are not consistent, B station and Xiaohongshu are more inclined to "life entertainment", while WeChat's public accounts and video accounts are more focused on "people's livelihood information", and Kuaishou is known for "pan-life" content.
02. Creative habits
From the perspective of creative habits, the WeChat platform with a more significant degree of PGC has a more regular schedule, and on weekends, users prefer entertainment content to achieve relaxation purposes, therefore, the creators of B station and Kuaishou platform release more works on weekends to get more traffic tilt; from the perspective of daily releases, noon and evening are peak periods, public account owners are used to releasing in the morning, Little Red Book bloggers like to be active at night, and B station creators have the strongest ability to stay up late.
03. Creative subject
From the perspective of hierarchical distribution, the middle account of Xiaohongshu is more active, the active accounts of the public account, video number and Douyin platform are concentrated in the head, and the average release volume is the largest difference between the beginning and the end, more than 10 times; from the perspective of the entry threshold/fan effect, the interaction quality of the Xiaohongshu trumpet is high and the entry threshold is the lowest.
From the perspective of authentication type, Douyin has the highest degree of enterprise, with certified accounts accounting for 40%; Xiaohongshu certified accounts account for the lowest proportion, but enterprise certification accounts up to 94%, it is worth mentioning that the B station personal authentication account is higher than the enterprise institutional account, and the personal authentication is as high as 65%.
04.Trendy Content
It can be seen from the vertical categories with rapid growth in the volume of creation on various platforms that the content expansion paths between platforms are not the same, with B station and Xiaohongshu tending to the growth of easy pan-life content, while public accounts and video platforms tend to be more serious pan-information content.
Two
Authoring Trends /newrank
01. Explosive content
Combined with the content development trend of each platform, we found that in the past year, the speed of the explosive works of Douyin, Xiaohongshu, Video Number and B Station has increased within 7 days, with Douyin increasing by 16.6%, Xiaohongshu increasing by 37.9%, B Station increasing by 31.6%, video number increasing by 57.5%, and the achievement rate of explosive works in 7 days of December is as high as 90.8%.
02. Content form
We have observed that the graphic platform has a tendency to video, and the video platform is also encouraging the creation of graphics and text; the average interaction volume of xiaohongshu video notes is 1.5 times higher than that of graphic notes, the proportion of content with video number dynamics in public accounts has increased by 1 times from the beginning to the end of the year, and the proportion of graphic content on Douyin has increased by 3 times from the middle of the year to the end of the year, and the rich media form may become a new trend.
03. Video duration
The proportion of works above 60s on each platform has gradually increased, from the initial ten seconds to the current minute-level works, relaxing the video duration is actually to reduce the threshold for ordinary users to become creators, but also let the high-quality creators in the field of "medium and long video" see the opportunity for rapid development on short video platforms.
04. Content Trends
Pan-knowledge content is developing at a high speed, the Douyin platform officially launched the learning channel at the end of 2021, aggregating knowledge creator videos, in 2021, the playback volume of douyin pan-knowledge content will increase by 74% year-on-year, and the pan-knowledge content of station B will account for 45% of the total video playback of the whole site.
Three
Creative group/newrank
01. Creative group
By observing the potential creators and account operation mode, we found that food is still a high-quality creative field, and the food account fans of each platform are in the forefront, but each platform also has its own unique circle of fans to receive, Kuaishou, B station game number strong powder absorption, vibrato, Xiaohongshu fashion bloggers easy to out of the circle.
02. Creative Trends
The concept of the universe has detonated the popularity of virtual human IP, verticalization, subdivision or become the next development direction, it is observed that the virtual KOL commercial value of Xiaohongshu has also been initially reflected.
Four
Content Monetization/Newrank
01. Short video with goods
From the perspective of the increase in short video with goods, content and e-commerce have been further integrated, and the number of videos with goods on Douyin has risen from 4.32% at the beginning of the year to 7.79% at the end of the year; the number of videos with goods has risen from 4.38% at the beginning of the year to 16.44% at the end of the year; the notes of The Little Red Book Grass have risen from 4.74% at the beginning of the year to 10.43% at the end of the year; the number of videos with goods on station B has a flat pace of development, but the number of likes of videos with goods is 6.5 times the average number of likes of all-sample videos.
02. Live streaming with goods
From the perspective of the scale of live broadcasting with goods, the popularity of live streaming with goods on the Jitter Fast platform has gone all the way up, the number of live broadcast with goods has risen from 4.93% at the beginning of the year to 11.22% at the end of the year, and the number of live broadcast with goods has risen from 8.32% at the beginning of the year to 9.24% at the end of the year; at the same time, the intensification of competition in live broadcasting has also forced the operation of live content to be more refined and systematic, and new "content" has been derived.
03. Business Trends
The platforms are making efforts to provide local life services to attract more creators and offline merchants to enter the game, which is specifically manifested in: the proportion of accounts with positioning of works on each platform is at a high level, and the proportion of video numbers "punching cards" is as high as 90.7%, followed by the "punching card" of Douyin accounting for 69.1%; among them, the accounts that publish "exploring the store" content are rising month by month, with the Jitter fast platform being the most obvious, and the proportion of accounts with "exploring the store" on the Kuaishou platform has risen from 0.04% at the beginning of the year to 0.21% at the end of the year, doubling by 5 times Douyin rose from 0.27% at the beginning of the year to 2.32% at the end of the year, more than 8 times.
04. Business value
Only based on the business order data observed in the new list, the average commercial order price of each platform is increasing compared with last year, the public account is still the most expensive, and the fast hand is growing the fastest, with an increase of 26% compared with the unit price of orders in 2020; from the perspective of the value of thousands of powders, the characteristics shown are "Little Red Book > B Station > Kuaishou > Douyin".
epilogue
The ups and downs of 2021 have just passed, looking back on this year, in the tide of China's mobile Internet social networks, content records our beautiful life, transmits our trend changes, and has always been the strongest source of influence and traffic, and content business has also bloomed intoxicating magic.
Based on the ecological data analysis of 6 major new media content platforms such as WeChat public account, video number, douyin, Xiaohongshu, B station, and Kuaishou, we can clearly see that the form of symbiosis and co-prosperity between the platform and creators is becoming more and more mature, and each has formed a unique style.
We can see that the WeChat public account is still full of creativity, the popularity of original content is the highest, and the average price of commercial orders is also the highest; the video number has undergone two years of development, not only has become the second largest short video platform in China, relying on WeChat's unique social communication chain, its explosive speed is also the most significant; benefiting from the rapid development of live e-commerce, the enterprise authentication account on Douyin is more than 10 times that of personal certification, and the proportion of head accounts joining MCN institutions is the highest; Xiaohongshu may be in the past year in the "planting business" The dark horse with the strongest ecological ability, the middle waist, KOC account can also find spring here; the B station, which is also booming in commercialization, accounts for nearly half of the pan-knowledge content playback, seizing more user time on the weekend; and in the fun and "civilian" Kuaishou, the head account has the strongest effect on fans, and the game content performance is eye-catching.
At the same time, we can see that according to the consumer portraits of the main users of each platform, the establishment of a cross-platform content matrix is not only a common choice of MCN and talents, but also more and more enterprises are in the layout, including both the top 500 giants and the emergence of new consumer brands. Access to and management of digital content assets is booming on these platforms.
Tell the story of China well, tell the story of Chinese enterprises and brands. We firmly believe that in the future, all organizations will become content-based organizations.
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