How fast is the speed of the fans of the kuaishou two-dimensional creators?
Anime creator @ Happy Hammer Released 428 videos in 2021, with a cumulative number of 268 million likes. At present, @Happy Hammer is a fast-handed head master, with nearly 40 million fans. The account tells a series of ridiculous stories in the life of the protagonist Hammer, conveying positive energy in a relaxed and humorous way and resonating with the audience.
@ Happy Hammer Why is it growing so fast? Its creative team told Kasi Data, "In addition to keeping the content stable and updated, a large part of the reason is that it participated in the activities of the Kuaishou platform, which helped us a lot to increase our fans." ”
Taking the "Winter Critical Strike" event held from January 15 to February 27 as an example, its main coverage of anime and talent two major tracks for PK, @ Happy Hammer won the title of "Critical Strike King" of the animation track. According to the statistics of the Kuaishou platform, during the event, the account increased its fans by 4.7 million and the total number of plays of the works reached 570 million.
In the Talent Track, @Sien Xiaohuijun won the title of "Critical Strike King", with 3.36 million fans, 47 million single videos played, and 290 million plays during the event.
Two "Winter Strike Kings"
In addition to the two critical strike kings, this event also produced many high-quality creators. Funny dubbing expert @ Liu Yuxi, original anime IP@ pig fart Deng, dimensional drama master @ Yiqi ~, guofeng disguise blogger @ meat face orange and others are also among the best. Among them, @Yiqi − single video playback is as high as 85 million.
In fact, not only the "Winter Critical Strike" activity, in the past two years, Kuaishou Second Dimension has held a number of creator incentive activities, such as "Dimensional Star Planning", "Spark New Force Plan", "Power Generation Plan", "Critical Strike Summer", etc., at the end of each event, traffic and cash rewards will be carried out according to the performance of creators.
With the gradual maturity of the two-dimensional ecology, relying on the content attributes of the Kuaishou community, supplemented by the platform's large-scale support plan, the two-dimensional creators can open up the path from content to consumption faster, get more monetization opportunities and longer-term commercial prospects, so as to feed back into the creation, provide more original and high-quality content for the community, and form a virtuous circle.
"Winter Strike King": Give more traffic to high-quality content and let good authors make more money
For secondary content creators, traffic and monetization are two long-standing problems. Participating in the activities of the platform is an important way to break the dilemma.
According to official information, Kuaishou continues to exert efforts on the two-dimensional track, does not hesitate to encourage creators, and strives to make them gain from both "name" and "profit".
On the "name", the platform takes out hundreds of millions of in-site traffic to support creators, and for excellent creators, it will further promote and expand the influence of creators; on the "li" side, the platform invests five million activity rewards and tens of millions of brand business orders throughout the year to help creators generate income.
Specific to this "Winter Critical Strike" activity, Kuaishou Second Dimension also set up a generous traffic and bonuses to encourage creators to release original videos and participate in challenges. In addition, the two teams of Kuaishou Two-dimensional Yuan and Kuaishou Video have achieved in-depth linkage, jointly supported high-quality IP content creators, given more dimensional platform traffic and resource support, and created more possibilities for different forms of content under the Kuaishou ecosystem.
Winter Strike event reward rules
The data of the "Winter Critical Strike" activity also intuitively reflects the creative vitality of the prosperity of Kuaishou's secondary users. In the one month since the event was launched, the number of works generated has exceeded 800,000 and the total number of plays has exceeded 80 billion.
Through various support activities held by Kuaishou Second Dimension, good content can be seen on a larger scale. Through platform matchmaking, the creator's commercialization road has also been continuously promoted, and the private domain traffic accumulated by high-quality content has also been recognized by brand owners, that is, "fame and fortune" in the actual sense.
In this winter critical attack event, Kuaishou Second Dimension attracted the cooperation of 5 brands of mobile games "Glory of Kings", "Perfect World", "Harry Potter Magic Awakening", Seven Cats Free Novel and Book Banner Novel.
It is worth mentioning that in the cooperation with "Glory of the King", excellent creators such as anime creator @ Demon King Buou and hand-drawn costume master @ Uncle Yuliang have won a double harvest of word of mouth and broadcast volume.
Among them, @Devil King Bu Ou Through the creation of a 1-and-a-half minute animation small theater, the game content was naturally implanted in the plot of the couple CP sugar, and the posture of "just rice" was recognized by users, and the number of plays reached 10.18 million.
@Yu Liang Uncle combines live-action costumes with exquisite original hand-painted portraits, breaking the visual effects of the dimensional wall, which not only retains personal characteristics, but also subtly injects the game character image into it, with more than 3 million plays and 40,000 likes.
Kuaishou account @ Devil King BuOu, @ Uncle Yu Liang video screenshot
According to Kath, both ads received orders from "Star Mission". "Star Quest" is an advertising cooperation model for Kuaishou's two-dimensional talents for mid-waist talents, and brands can recruit multiple talents to participate in and complete the task by launching topics or challenges. According to the reward rules and delivery effect, the brand announces the list of winners, and the platform will settle the rewards to the talents.
In Kath's view, the "Star Mission" has obvious benefits for the traffic and commercial benefits of mid-waist creators. Generally speaking, head creators are more likely to be seen by advertisers, while mid-waist bloggers lack attention, and "Star Mission" is to help creators receive more commercial orders through the active operation of the platform. With predictable high returns, creators will be more motivated to produce high-quality, original content, which will drive a rise in fans.
Not only the winter critical attack activities, but also the creators occupy an important position in the various support activities held by Kuaishou Second Dimension. We often hear cases of creators in the field of animation with little return and long creative cycle, but according to Kath, on the Kuaishou platform, there are many cases of going out of the circle through high-quality content, accumulating fans, winning brand favor and commercial returns.
Source: "Kuaishou Two-Dimensional Talent Business Value White Paper" released in October 2021
Among them, the content style of the head master @ happy hammer is cheerful, emphasizing "positive energy". Its team told Kasi Data that the account fans are mainly under the age of 20, and the activity and stickiness are high. Many brands have docked and cooperated with Kuaishou's "Magnetic Star" system, especially games and e-commerce brands. @Happy Hammer Team told Kath Data that in 2021, its advertising revenue in Kuaishou increased by 30% compared with the previous year.
New authors can also actively participate in platform activities by clarifying account positioning, deepening content, and bursting out of greater commercialization potential, thus jumping out of the "loss" trap.
In August 2021, after 3 months of preparation, @Xianlai also updated the first animated short video in Kuaishou, a creative adaptation of the story of Journey to the West and a fine painting style, which made the audience refreshed and won tens of millions of plays. Now, only 6 months after its establishment, @Xianlai has also accumulated more than 4 million fans in Kuaishou.
Wang Qiang, founder of @Xianlai also belongs to the company Shenju Animation, told Kasi Data, "Our company is a male comic book, so at the beginning of the @Xianlai also positioned @ Xianlai in the male direction of the hot blood painting style, so it is more convenient to undertake online text, games and other commercial implants, follow-up this IP is also more conducive to adapting into male games." ”
According to Kath's understanding, through the Kuaishou Magnetic Star, @Xianlai has also completed more than ten commercial promotions and obtained sufficient returns. Shenju Animation also intends to replicate the success story of @Xianlaiye, drawing inspiration from traditional Chinese culture and creating more matrix accounts.
From the four tracks, see the Kuaishou two-dimensional content ecology
Behind the continuous diversification of secondary content, the platform's support for secondary elements has also been increasing.
Since the second half of 2019, Kuaishou has launched a series of support programs for individual and institutional secondary creators.
At the end of 2019, Kuaishou launched the "Kuaishou Original Animation" and "National Comics Support Plan", supporting 10,000 secondary creators with 3 billion traffic, helping 1,000 new accounts grow into high-quality creators, and finally 100 million fan-level trumpets, as well as creating 10 high-quality national comic benchmarks.
Subsidies for traffic and real money are always continuous. In 2020, Kuaishou launched the "Power Generation Plan", launched the "Critical Strike Summer" activity in the summer of 2021, and called on talents to participate in the "Winter Critical Strike" activity in January 2022.
A series of initiatives have borne fruit. In 2021, the Kuaishou secondary DAU exceeded 100 million, with an average daily content playback of nearly 2 billion, and the two-dimensional vertical category has become an important content component in the Kuaishou ecology.
On the user side, Kuaishou's rich and diversified secondary content has also attracted a large number of young people. Official data shows that at present, 85% of the two-dimensional audience group of Kuaishou is generation Z. Compared with other vertical categories, the fans of Kuaishou Two-Dimensional Talents are generally highly active, and the average activity of Head Talents fans can reach 75%.
In terms of content ecology, Kuaishou Quadratic has shown a rapid and diversified development trend, and has differentiated into four major tracks of "animation", "talent", "tide play" and "cool map".
The first is the "Animation" track, which not only contains original animation and manga works, but also such as animation and manga works miscellaneous talks, mixed cuts and other secondary videos, such as @ Pig Fart Deng, @ Tang Tang A number of original authors stand out.
In the anime short drama, Kuaishou Second Dimension has gathered a number of exclusive IPs, such as @Great King Spare Life, @Big Miss Of Rebirth Space is not easy to mess with, @Nine Tails' Unlucky Ball, @Fuji is a monster.
Among them, @Dawang Rao Ming (animated short drama) is the exclusive IP cooperation account of Kuaishou and Tencent. The IP is derived from the novel of the same name by the web writer @Talking Elbow, which tells the growth story of Lu Shu, a high school student with superpowers. The short video derivative content for the novel has been updated on Kuaishou since July 2021, with a cumulative playback of more than 400 million in half a year, and the maximum number of single videos played has reached more than 30 million. At present, it has attracted the attention of 2.15 million fans, with a total of 11.163 million likes.
@King Rao Life (animated shorts) Kuaishou video screenshot
The second is the Talent Track, covering "Three Pits" (JK, Hanfu, Lolita), Cosplay, hand-drawn, voice actors, representative talents include @Sien Xiaohuijun, @Yiqi-, @Liu Yuxi, etc.
Zhiwei dimensional drama master @ Yiqi - is good at shooting short dramas in a dark picture style to show a far-reaching and fascinating little story. The suspenseful plot and exquisite Lolita costume are unforgettable, and it has won more than 30 million likes. Among them, the video with the theme of "Ten Rabbits" has received up to 85 million views and 1.87 million user likes, which is a well-deserved "big hit".
Funny dubbing master @ Liu Yuxi with a variety of voice lines, outstanding dubbing talent, comic personality out of the circle. Her works are full of creativity, whether it is games, anime, film and television dramas or daily life, they have achieved "dream linkage" under her voice, and also helped her quickly attract more than 5.78 million fans in Kuaishou.
Kuaishou account @Yiqi-,@Liu Yuxi video screenshot
The tide play track includes blind boxes, hand-made, unboxing, evaluation, doll machine related content, and also appears @Meng Xiaoqi and Grandpa, @Lulu LuLu Handmade and other high-quality content creators. The Cool Map Track covers avatars, wallpapers, background pictures, memes, screen name IDs, picture copywriting, guide notes and other content.
In Kath's view, the gradual formation of the four tracks has verified the strong vitality of the Kuaishou two-dimensional element. Helping creators break the bottleneck of traffic and commercialization and give more support to newcomers not only coincides with the "inclusive" and "decentralized" traffic mechanism of the platform, but also increases the motivation for creators to continue to produce. If content creation does not fade, the vitality of the community continues to flow.
All in all, whether it is to provide creative incentives, business order matching, or business development consulting, the purpose of the Kuaishou platform is to let high-quality content get more traffic and excellent creators can better commercialize. In this process, along with the rise in the user experience of the Kuaishou community, content creators will also "gain fame and fortune".
Kuaishou Second Dimension also revealed that in 2022, the platform will make more efforts and innovations in serving creators, and explore more new content and monetization models with creators, such as virtual person IP and virtual interactive live broadcast.
In the Kuaishou Second Dimension Four Track, which has exceeded 100 million in daily activities and has a very high content of young people, it still has a broad space and potential for growth. In 2022, for two-dimensional related merchants and content creators, it is worth seriously examining the explosive power of the Kuaishou two-dimensional vertical category.