April 23, 2024 is the 29th World Book Day, and Douyin released the "2024 Douyin Reading Ecological Data Report" (hereinafter referred to as the report). According to the report, the total number of reading videos with a duration of 5 minutes or more on Douyin reached 11,434,300, with a total of 391 million collections, a total of 7.3 million live readings, with an average of 3,076 viewers, and 5.41 million reading and book reviews, with a total of 23.06 million comments.
It is worth noting that in the past year, more and more young people have read Shi Tiesheng on Douyin. "Me and the Temple of Earth" has become the most popular classic on Douyin, and Shi Tiesheng has also become the most popular writer on Douyin, and the "post-00s" love to watch related content.
The total length of Stetson's related videos increased by 415%
Short videos and live broadcasts have brought readers closer to the classics. On Douyin, the total length of videos related to famous books and classics increased by 48%. "Me and the Temple of Earth", "Alive" and "Journey to the West" are on the list of the top three most popular classics on Douyin.
Along with "Me and the Temple of Earth", there is also the author of the book, Shi Tiesheng. The total number of videos related to Shi Tiesheng on Douyin was 186,000, an increase of 192%, the total duration increased by 415%, and the total number of shares increased by 51%.
The tenacity, open-mindedness and tenacity in Shi Tiesheng's words are now resonating in the ordinary life of young people through Douyin. Compared with the traditional impression of "disabled and strong", Shi Tiesheng in the eyes of Douyin netizens is more multi-dimensional: "top writing", "sober in the world", "Internet mouth", "direct to the heart" and "healing internal friction".
The rich content on Douyin has helped this veteran writer continue to be out of the circle. Yu Hua lamented that the friendship content of writers such as "Tie Sheng is gone" has been frequently created by netizens, and has received a total of 14.1 million likes on Douyin. In the live broadcast, Dong Yuhui recommended the book "Me and the Temple of Earth" in 28 minutes, which sold 252,000 copies and related videos were viewed more than 7.17 million times.
At the same time, due to a book review by a reader, "bullet literature" was derived on Douyin, and netizens appreciated Shi Tiesheng's writing in 150 million topic plays. Douyin netizens posted 38,000 excerpts from Shi Tiesheng's books, with 1.19 million shares and 420,000 comments to continuously activate emotional resonance. #史铁生的顶级文笔话题获得3 50 million plays, #来自十年前的子弹正中眉心, #余华聊到史铁生望着远方哽咽等多个话题频登抖音热榜.
Shaanxi people love to read poetry, and Shandong people love to read Chinese culture
On Douyin, there are multiple ways to approach a book. Many book authors dismantle classics through a series of animations, visit the stories behind them, dig deep into the resonance of ancient poems, and introduce suspense to stimulate interest, etc., taking netizens to approach books from different dimensions and deeply experience the different aspects of a book.
@1379号观察员用35集动画和2万字文案阐述长达6部的 "Dune", a collection of Douyin videos that has been played 11.904 million times. He also produced videos of interpretation of classics such as "One Hundred Years of Solitude" and "Dream of Red Mansions", which made many netizens who chased the update sigh that "I cured my phobia of famous novels". Someone left a message that he didn't read books originally, but after watching his video, he bought a copy of "One Hundred Years of Solitude", and put it at the front desk of the company for three days and three nights and finally mustered up the courage to get it, and now he has started to watch it.
@赵健的读书日记已累计发布531条短视频, it gained 1.386 million fans. He is good at sharing good books on Douyin in the form of "storytelling", and often goes to the field to explore the stories behind these books. He once visited 104-year-old Yang Li, the Chinese translator of "Wuthering Heights", and took netizens to approach the old man who was bedridden but in good spirits through a video, which received 204,000 likes. A netizen said that I first met her name from here.
With the help of many forms, in the past year, Douyin has continued to inspire a national reading boom. According to the report, users who watch reading videos on Douyin are the most in third-tier cities, with the most "post-80s" and "post-00s" having the highest preference. Shaanxi people love classical poetry, Shanxi people prefer cultural relics and archaeology, Shandong people love to read Chinese culture, Liaoning people like animal science, and Beijing people and Xinjiang people often read legal interpretation.
The "post-00s" have the largest increase in book purchases on Douyin
According to the report, there are currently 12 Mao Dun Literature Award writers and more than 300 publishing industries have settled in Douyin, interpreting classic literature, analyzing masters and famous artists, and sharing in-depth thoughts through videos and live broadcasts, leading netizens to experience the charm of reading in multiple ways.
Writer @zhi'an explained the masters of world literature and their works through a series of videos, salvaged the content buried in the text, Hong Kong professor @Xu Zidong used short videos and live broadcasts to tell many famous classics, share reading feelings, and bring online literature open classes to netizens; @Mao Liping, associate professor of the Institute of Qing History of Chinese University, shared the knowledge and research experience of the harem and officialdom of the Qing Dynasty through Douyin, and led netizens to touch the thickness of history in combination with historical facts. These well-known authors and cultural scholars are "storytelling" on Douyin to promote the development of high-quality and in-depth reading.
Douyin e-commerce helps new books and good books to reach readers. In 2023, Douyin e-commerce will sell more than 400 million books, with an average of more than 2 million copies sold per day, the "post-80s" and "post-90s" will become the main force in book purchases, the number of "post-00s" books will increase by 75%, more than 60 famous artists will enter the live broadcast room to recommend books, and more than 50 publishing houses will double their sales on Douyin Mall.
With the help of live broadcasts, established literary publications meet new readers on Douyin. In the live broadcast room of Douyin @同辉, the single live broadcast of "People's Literature" subscribed throughout 2024 sold nearly one million copies, and the live broadcast of the bimonthly magazine "Harvest" and the quarterly magazine "Harvest Novels" subscribed throughout 2024 sold a total of 82,000 copies.
The number of books printed and sold in the live broadcast room also increased. Chi Zijian's work "The Right Bank of the Ergun River", which won the 7th Mao Dun Literature Award, was recognized by more readers and spontaneously promoted by readers after being recommended by anchor Dong Yuhui many times, with a total print run of more than 6 million copies in one and a half years, which was 10 times the cumulative print volume before the recommendation. Mai Jia brought the new book "Letter in the World" to the live broadcast room of @ with Hui, attracting more than 250,000 people to watch it online at the same time, and the book sold 68,000 copies on the day of the live broadcast, becoming the most popular new book in the first quarter of 2024 on Douyin e-commerce.
Upstream News Ma Liang