On June 29, Kuaishou Entertainment Summer Program Conference was successfully held in Beijing. With the theme of "Kuaishou Entertainment, Create a Win-Win Situation", the conference was attended by many business line leaders such as Kuaishou Entertainment and Kuaishou Magnetic Engine, sharing the new layout of Kuaishou Entertainment's business in the future, and officially announcing the summer plan of six major IP content planning, including stars, short dramas and documentaries.
(Kuaishou Entertainment Summer Program Launch Conference)
Launch six special summer projects to create a summer entertainment carnival
With the arrival of the summer vacation, the peak season for entertainment content consumption has arrived as scheduled. Adhering to the belief of embracing diversity and creating high-quality products, Kuaishou Entertainment will focus on the two major business directions of stars and plots this summer, help more stars "be themselves" in Kuaishou, and bring more "good-looking" content to users with new themes, new perspectives and new forms, create beautiful summer memories with massive high-quality content, and present the infinite excitement of mass entertainment.
(Kuaishou Entertainment Summer Program officially launched)
In terms of the celebrity business summer program, Kuaishou Entertainment launched a series of summer special programs. Among them, the "Summer Star Wish Party" is assembled by super top celebrities to realize the interactive benefits of star fans one after another; The "Summer Starlight Carnival" prying young idols to bring more surprises in the form of live broadcast + short video dual line; The new form of the series of live broadcast IP "Entertainment 6 Heavens" closely follows the hot spots in the entertainment industry, creating an all-star live broadcast column with an all-round perspective, high hilarity, and straight to the audience's heart; The music event IP "Kuaishou Golden Voice" selects Kuaishou treasure music talents, achieving cross-screen linkage between stars and talents.
("Summer Star Wish Party" Star Lineup)
In terms of the summer program for drama business, Kuaishou Entertainment launched the Astral Short Drama Summer Program and documentary IP content. Among them, the Astral Summer Weather "Drama" brings together more than 50 high-quality short dramas, continues to consolidate the advantages of ancient style, and focuses on urban and youth campus themes. The high-quality content of the Midsummer Youth "Drama", the hot summer urban "Drama", and the Midsummer Huafeng "Drama" section will allow the audience to follow the drama happily throughout the summer.
(Summer Astral Summer Weather "Drama" part of the film list)
The documentary IP "Life on the Corner, Vientiane World" gathers high-quality documentary creators to penetrate into all areas of social life, refract big insights with small cuts, and present life with real experience and records.
(Documentary IP "Life on the Corner, Vientiane World")
The entertainment ecosystem is prospering and leading a new revolution in the content industry
In recent years, short video live broadcast platforms have become an important channel for people to obtain information and entertainment. The development and change of short video live broadcast has also had a profound impact on the entertainment industry, in Kuaishou, the affinity of stars has attracted the attention of many old iron, and countless creators with different styles have been discovered by more and more people.
At the meeting, Chen Yiyi, vice president of Kuaishou and head of Kuaishou Entertainment's business, introduced that over the years, Kuaishou Entertainment has always adhered to being "entertainment for the public" and gradually built a vigorous content ecology and a comprehensive and rich content territory. Today, Kuaishou Entertainment Ecosystem has more than 1.1 million content creators, covering seven major content categories, including celebrities, movie dramas, short dramas, self-made IP, entertainment accounts, funny, and documentary.
(Chen Yiyi, Vice President of Kuaishou and Head of Kuaishou Entertainment Business)
Echoing the rich supply of entertainment content is the strong content consumption demand of platform users. According to the data, Kuaishou Entertainment has more than 300 million daily active users, more than 10 billion daily content plays, an average daily like of 300 million+, and an average daily consumption of at least 15 minutes of users as high as 120 million+. In addition, the core users also show the characteristics of young, female, and new tier cities, and the commercial value space is very broad.
(Speech by Chen Yiyi, Vice President of Kuaishou and Head of Kuaishou Entertainment Business)
Improve the star ecological layout, and the interaction in the station is real and warm
In recent years, Kuaishou Entertainment has been full of firepower in the layout of the star ecology, and the content of stars on the site is rich and diverse. According to Cai Yiling, head of Kuaishou Entertainment's star business, the Kuaishou platform now has a total of 2,100+ star accounts, with a total of 1.5 billion+ fans, and the amount of high-quality content has increased by 3 times in the past year. In the real warm community built by many celebrities, the audience of celebrity content is widely distributed in cities, the overall users are younger, and the proportion of female users is relatively prominent.
(Cai Yiling, head of Kuaishou Entertainment's star business)
Looking at the current Kuaishou star ecology, it not only gathers well-known artists from both sides of the strait and three places and even overseas, but also has a diversity in star types, including national superstars such as Jackie Chan and Jay Chou, as well as popular stars such as Di Li Gerba, Huang Zitao, and Ju Jingyi; There are comedy stars known to all ages such as Guo Degang and Yue Yunpeng, as well as new-generation idol groups loved by young people such as the Times Youth Group. Through short videos and live broadcasts on Kuaishou, they share their real and touchable daily life and truly play with users.
(Speech by Cai Yiling, head of Kuaishou Entertainment's star business)
Continue to cultivate the short drama track and create a precedent in the industry for many times
In the past two years, short dramas have also become increasingly popular with audiences due to their light size, fast pace and short duration. As a leader in the short drama industry, Kuaishou took the lead in laying out this track in 2019, launched the first billing policy "Kuaishou Astral Plan" for industry creators in 2020, created the first industry award "Golden Drama Award" in the same year, and upgraded the industry's first label "Kuaishou Astral Short Drama" in 2021. In addition, Kuaishou short drama has also achieved the industry's first project to exceed 1 billion, the first scheduled operation, and the first commercial short drama sales... It has created many precedents in the short drama industry.
(Yu Ke, head of Kuaishou Entertainment's plot business)
Data shows that as of July 2022, there were 260 million daily active users of Kuaishou short dramas, with young and female users accounting for a prominent proportion; As of the end of 2022, the total number of views of Astral short dramas has reached 50 billion+, and the annual playback volume has exceeded 100 million more than 100 million short dramas; As of the first quarter of 2023, Kuaishou Astral Short Drama has helped 300+ influencers fulfill their drama dreams and generated 60 billion+ views.
Yu Ke, head of Kuaishou Entertainment's drama business, said that Kuaishou Short Drama will continue to upgrade the cooperation policy of Astral Short Drama, improve the revenue of producers online, and continue to increase investment in high-quality content; On the basis of serving the first-line professional institutions and professional short drama creators in the industry, we will continue to explore new content cooperation models such as star short plays.
(Speech by Yu Ke, head of Kuaishou Entertainment's drama business)
In addition, in order to more comprehensively and flexibly adapt to the brand's personalized needs for short drama marketing, Kuaishou will also upgrade and create a more diversified short drama marketing resource portfolio around Astral Short Plays, Star Short Dramas, Brand Customized Short Dramas, and Drama Star Programs. The annual supply of 500+ high-quality astral short dramas will fully cover rich themes such as urban love, ancient style, campus, family, suspense, power strategy, etc., as well as important marketing nodes such as summer files, school season, and Double 11, further amplifying the commercial value effect of "good content".
At the meeting, Qiao Wei, the head of investment promotion of Kuaishou Magnetic Engine Project, presented Jay Chou's online brother friend meeting and Kuaishou self-made variety show "Let's Go! Mom", live broadcast IP "Entertainment 6 Turns the Sky", popular short drama "East Column Snow" and other content as examples, sharing how Kuaishou Entertainment empowers brands by incubating explosive models and leading everyone to re-recognize the new trend of explosive entertainment content. Qiao Wei said that in 2023, Kuaishou will continue to tap the marketing potential of star events, star variety show IP, Kuaishou astral short dramas, and Kuaishou documentaries, and output more influential IP marketing projects.
(Qiao Wei, head of investment promotion of Kuaishou magnetic engine project)
This Kuaishou Entertainment Summer Program Conference not only saw the summer surprises brought by Kuaishou to the majority of users, but also reflected Kuaishou Entertainment's recent content trends and marketing gameplay. In the future, Kuaishou Entertainment will rely on the advantages of the platform to continue to create down-to-earth, stylish and user-loved high-quality content on the one hand, and on the other hand, it will continue to explore innovative operation methods to truly realize a virtuous circle from good content to good business.