With the current pace of life getting faster and faster, the pace of people's access to information is also getting faster and faster, short videos as a popular communication carrier developed rapidly, resulting in the three giants based on vibrato, kuaishou and video numbers.
Among them, Douyin relies on the first-mover advantage, through the centralized algorithm recommendation mechanism and the strategy of focusing on the diversion of head content, and its daily life is second to none in the short video platform, but the attributes of the shortcomings in social networking also affect the further growth of Douyin traffic to a certain extent. Kuaishou pays attention to the decentralized distribution mechanism, which can provide creators with a greater creative space, which also allows Kuaishou to gain huge fans in third- and fourth-tier cities, compared with Douyin, there are still some gaps in the content of Kuaishou.
Although the video number started late, but with strong social attributes and the rapid development of the WeChat ecosystem, its algorithm mechanism is based on the strong social mechanism of the WeChat ecology, attracting ordinary WeChat users and KOLs to actively create and share, coupled with WeChat traffic support, the influence is increasing day by day, in just 2 years, it has developed into a super platform with more than 500 million daily active users (data from Tencent's 2021 annual report), becoming an important entrance for enterprises to lay out mobile terminals. It also makes the video number list an important reference for measuring and reflecting the influence of the platform.
In the video number list, entertainment, emotion, life, game animation accounts always occupy the head position. However, with the enrichment of the content diversity of video numbers, more subdivided vertical fields have gradually accumulated fan groups and established lasting influence by relying on high-quality content, which can also be seen from the list released by recent video accounts.
On March 31, the video number released the "MCN Institutional Influence List" in February 2022, of which Elephant MCN, China Broadcasting Cloud Broadcasting and the automotive vertical platform Yiche were ranked in the top 3 of the influence list.
Elephant MCN, ranked first, is a video creation platform under Henan Radio and Television, which has incubated dozens of new media accounts, focusing on entertainment, culture, education, help, food and other fields, and achieving rapid development with the help of the identity and resources of the Department of Radio and Television.
Zhongguang Cloud Broadcasting, which ranked second on the list, is a video number MCN agency under the new media ecology, which is a service and operation platform focusing on video number content creation, digital marketing, channel construction, traffic support, consulting and training, and business conversion, with a live broadcast and video account matrix, and is also favored by video number content creators and ordinary users.
The third-ranked EasyCar is the leader who enjoys the video number vertical traffic dividend. As an important member of the Tencent family, E-Car has long been working on the construction of the video number matrix, and soon it is deeply loved by users with its excellent content quality and distinct content types, firmly occupying the leading position of video car content, and achieving long-term dominance.
In the past 14 months, EasyCar has ranked first in the Video Monthly List and Automobiles 12 times, thriving in the entire automotive vertical. In the vertical list of video number cars in February, easy cars occupy 7 seats in the TOP 15, including easy car app, easy car, easy car old watch, easy car detective, easy sister car shop, eat Han said car anecdotes, easy car xiaoxia and other easy car series video number accounts are all regular customers of the car monthly list and weekly list.
It is particularly worth mentioning that in the recent weekly list of 3.14-3.20, there are 9 easy car matrix accounts in the top 50 in the automotive field, accounting for nearly 1/5, of which the sales crown Yi 100%, easy car detective, easy car Xiaoxia, and Small Easy car are all accounts that have just been operating for half a year.
Observing the e-car video number matrix, it can be seen that it covers a wealth of professional and entertaining genres such as car life sitcoms, car buying, car knowledge, and automotive industry related complaints. Rely on multi-type account layout and diversified content to reach fans, thus covering a wider user base.
The eye-catching performance of E-Car on the video number, in addition to the high-quality and attractive content itself, is also related to the importance that E-Car attaches to video. As early as 2020, e-car has clarified the development direction of "content video" and program IP, not only to create a high-quality short video platform account, but also to pay more attention to the batch output of original IP programs, such as "Horsepower Showdown", "I am a driver", "Easy Car Horizontal Review" and a number of programs that have super high influence and popularity in the automotive circle and even the pan-life circle, and have become a resounding business card for promoting Chinese automotive culture.