What has happened in the short video industry in the past week?
e-commerce is still a hot spot in the industry. Kuaishou has released updates on the e-commerce function: the distribution of goods is included in the total sales; Douyin e-commerce festival, launching the "Vibrato Wonderful Goods Festival": People's Daily New Media and Tong Liya, Luo Yonghao , Chen He, Lei Jun, etc. have participated, and their results in bringing goods have become a hot topic in the industry.
Regarding the industry content, last week’s issue of eating and broadcasting by the big appetite triggered a wide range of rectification and industry discussions. Many live broadcast platforms such as Kuaishou, Douyin and Boo responded to the waste of eating and broadcasting anchors and issued corresponding management regulations. Many head masters on the Kuaishou platform have removed the nickname "Big Wei Wang", many food experts on Douyin have also emptied the content of Big Wei Wang's eating and broadcasting, and Langweixian's works also appear "shameful waste" and " Has been reported" and other comments.
In addition, Douyin also launched the "Shadow is the person in the play" activity last week to support plot accounts; Kuaishou has reached a cooperation with China's "Internet Literature +" conference and will invest 100 million traffic to promote the incubation of the entire IP and MCN industry chain. Finally,
is a rookie in the short video industry-the video account. Following the update of the video account on WeChat last week, Xiaohongshu also launched the video account this week. According to the
list data, Moxie MM, the highest fan gainer in Kuaishou, gained 1.954 million followers last week, and Monkey, the highest fan gainer in Douyin, said that the car gained 1.8369 million followers last week. In terms of video playback volume of
, the highest playback volume of Kuaishou account reached 97.541 million, and the highest playback volume of Weishi account reached 65.145 million.
list data
a
fast hand rising fan list
this week, the fastest fan growth list, the highest increase of 1.954 million. The number of followers per capita of Top10 increasers reached 789,700.
Moxie MM, a career drama expert, became the top of this issue of the fast-track fan list. Her personal homepage showed that she had only posted one video content last week. The content played 13.382 million and liked 951,000.
is also the "Mr. Uncle" of the story content account. This week, it gained 744.1 thousand followers, ranking fourth. His content also appeared in the Kuaishou small theater section, unfolding from the daily life of "I" and three uncles. Compared with the story content of Moye MM, which has twists and turns in each issue, it turns out that the content of Mr. Uncle is sweeter and warmer.
under the turmoil of the big stomach king eating and broadcasting last week, the top five (food sharing) became the second fastest fan growth this week. A total of 9 works were released last week, of which 3 were filming volg in Hengdian, but there is still a piece of food and broadcast content at the end of the video, but it does not involve eating and broadcasting.
Judging from the current Kuaishou station, many of the nicknames of the head of the big stomach king anchors have been removed from the big stomach king, the food expert Xuerong Tang, who is famous for "crane roasted camels", is now renamed Xiaoma Eat Grass, and it is emptied. All the content on your homepage.
In addition, there are 3 quick game accounts on the list in this issue. They are: King of Glory Dharma (Nan Xi Lao Watch) rose 844,200 fans, ranking third, Peace Elite Qingxuan seniors rose 489,500 fans , Ranking eighth, Yumi Peace Elite-Dongjia will gain 486,900 fans, ranking ninth.
Kuaishou's current game account content, mobile games such as Peace Elite and King Glory are more popular.
ranked fifth on this week's list, hey ghost brother, is the story account ghost brother that was popular on Douyin in the second half of last year. Only one video content was released this week, which gained 582,700 fans and currently has 5.78 million fans.
two
Douyin fans list
Douyin fans growth list this week, there are two government affairs accounts on the list, namely the People’s Daily and CCTV News.
Among them, People's DayThis week, the number of fans increased by 1,756,800, and the total number of fans reached 105 million. The account was also broadcast live on August 11, with star Tong Liya as the anchor, and the whole show brought more than 50 million goods.
CCTV News rose 1.071 million followers, ranking seventh. The account posted an observation of Sichuan observation this week, which triggered 23.017 million views of relevant topics on the Douyin site. And Douyin's current government affairs account's activeness and the proportion of new media marketing are gradually increasing.
The person who gained the highest number of fans this week is Hougeshuoche, which gained 1.8369 million fans this week. is different from the writing style of Brother Tiger who said that the car is self-contained, and Brother Ho says that the content of the car is closer to life. Among the works released last week, a video that helped college students to repair a car with low fees, and a video that college students reported back by secretly filling up cigarettes was praised by 1.036 million, and another video that used 30,000 yuan to help Nanjing brothers find a second-hand BMW was awarded. 1.66 million likes.
These two highly praised videos are the outstanding embodiment of his entire account style.
live-carrying goods master Yige and Yue boss ranked 5th and 9th respectively, and this week they gained 1.259 million and 1.039 million fans.
This week’s rising fan list has three accounts on the list, including Tang Yi on the fourth, Aunt Xia on the sixth, and Jiang Seventeen on the tenth. The daily life account that Changmei analyzed some time ago gave birth to sisters, and released two video content this week, which increased by 1.0697 million followers, ranking eighth.
Peng Sixteen, who is certified as a vibrato musician, has the highest likes for one cross-dressing and one lip-synching video content this week, with 2.489 million and 2.24 million respectively. This week it gained 1,681,200 fans, ranking third.
According to star ranking data, Peng Sixteen’s 15th rose by 183,100 followers, which happened to be the date when Peng Sixteen released the cross-dressing video.
Last week, Douyin's popular cross-dressing video topic, the transfiguration leg artist has 2.6 billion views. Although there are many accounts participating in the shooting of this topic, there is no related account on the list in this issue.
three
Kuaishou views list
Kuaishou this issue of the video views list of the 10 accounts on the list, a total of 260 works have been published. The average playback volume of 10 accounts reached 73.882 million, and the average playback volume of works was 2.8416 million.
's top account has views of 97,540,800, and a total of 16 works were released last week.
Shepherd Boy Peace Elite-Tongjiabao is the head game anchor of Kuaishou, currently has 36.596 million fans. The 16 works released last week are all live game images. The anchor accounts of
in this issue include Mr. Chen, Xin Youzhi, Simba 818, and Chen Xiaoxing. Among them, the content released by Mr. Chen and Simba are mostly live broadcast previews and related content in the live broadcast room. Chen Xiaoxing published 21 videos about his marriage in a row last Monday.
The second video content released by Tang Jiuyang focuses on funny family daily life. Last week, his daughter received a fan gift with 10,000 locks. After 5 consecutive videos of receiving gifts, removing gifts, and unlocking, Tang Jiuyang He and his daughter got a gold bar worth 50,000.
And in this issue of Kuaishou video viewing volume list, it is worth paying attention to the third person Hong Nan.
's main creative content is mini-series. Among the six pieces of content released last week, five are from the series of "Shiny Days" and one is from "Nightmare Awakens." On his homepage, the completed "Jiangcheng Huahuo" is a paid content. 30 Kuaicoin paid content shows that the number of purchasers reached 946,000.
In addition, Wu Hongliang, the seventh-ranked emotional uncle in this issue, is also a content creator of miniseries. Paid in his homepageThere are 5 of them, among which the highest paying number is 94,000 and the lowest is 12,000. A total of 201,000 people paid for the 5 works.
four
Microvision playback volume list
The microvision video playback volume of this issue has little change from the previous issue, and only one master has changed. Among the accounts on the list of
, the top 5 of the list are consistent with the previous period. Except for the corresponding change in the sixth place on the list, the ranking of subsequent accounts has not changed from the previous issue.
in this issue, the video playback volume of the 10 accounts on the list exceeded 20 million, and the average playback volume of the account reached 35.161 million. The highest playback volume reached 70,208,600, which is the data result of the new media account our video last week.
CCTV News last week viewed 40,209,300, and the psychic concubine vertical screen had 34,411,300 views last week, ranking second and third on the list, respectively, with an increase of 9.6113 million and 5.2953 million views respectively compared with last week.
Weekly Focus Review
1. Douyin and TikTok won the highest downloads in the world in July
News on August 10, according to Sensor Tower data, in July this year, Douyin and its overseas version of TikTok had more than 65.2 million downloads, a bit Ranked the top of the global mobile application (non-game) download list, an increase of 21.4% over the same period in 2019. The United States is the market with the largest download volume in this issue, accounting for 9.7%; followed by Indonesia, accounting for 8.5%.
Currently, TikTok is still inconclusive, but this is one of the good news about TikTok recently. 16 Internet companies including
2.B station and Xiaohongshu publicly released the "Commitment on Integrity and Self-discipline"
On August 10, under the guidance of Shanghai Cyberspace Administration, Bilibili (Station B), Himalaya, Oriental Fortune 16 key Internet companies in Shanghai, including www.qianzhong.com.cn, Hupu, Xiaohongshu, Qutoutiao, Soul, etc. signed the Letter of Integrity and Self-discipline Commitment to publicly promise to the society and users:
to comply with Internet-related laws and regulations, and run the Internet according to law , Operate the network with integrity, do not fake or break trust; regulate the order of network information dissemination, consciously prevent and resist illegal and bad information, and guide netizens to rationally express; cultivate a positive, healthy, and upward-oriented network culture, and strive to create a good network ecology; consciously accept Supervision by government, industry organizations, the general public, and media units, etc.
3. Qutoutiao resumed its shelves, but 60% of its employees were exposed to layoffs
News on August 11, Qutoutiao App resumed its shelves on all major Android channels and is currently available for download in mobile app stores such as Huawei, Xiaomi, OPPO, and App Store. . Earlier, after being exposed by CCTV 3.15, Qutoutiao was removed from all major Android channels.
On August 15, a person familiar with the matter revealed to the field girl that the account in Maimai community certified as Qutoutiao employees announced that Qutoutiao has laid off 60% of its staff. From this point of view, Qutoutiao still has a major crisis.
4. Kuaishou and China "Internet Literature +" Conference reached a cooperation
On August 10, Kuaishou and China "Internet Literature +" Conference signed a letter of intent for strategic cooperation, and the two parties will jointly develop 100 high-quality Internet IP. At the same time, Kuaishou will invest more than 100 million in traffic support to promote the incubation of the entire industrial chain of IP and MCN.
5. Dayuhao released the professional small video MCN recruitment plan
News on August 12, Dayuhao released the professional small video MCN recruitment plan, and it has professional small accessories that meet the platform requirements. There are less than 5 small jewelry accounts and sub-account novices. Compliance video postingMCN with more than 6 texts can participate. Participants can get exclusive incentives such as bonuses, exposure weighting, and docking services.
6. The person in charge of Kuaishou and Douyin responded to Big Wei Wang Zhibo
News on August 12, the relevant person in charge of Douyin and Kuaishou responded to Big Wei Wang Zhibo, saying that there is a waste of food for the current content of eating and broadcasting, or it is fake Eating, inducing vomiting, and publicizing large amounts of food to gain attention will be dealt with seriously by the platform, or be punished by deleting works, shutting down live broadcasts, and banning accounts. A related person in the
short video workshop exchange group also said that there is a possibility of platform current limitation on the short video content of Eat Broadcast.
7. Douyin music internal test, Douyin App added "listen to the whole song" function
News on August 12, Douyin pushed the latest internal test version to some users, this version has made many updates in the music function , Added the "Listen to the whole song" function. After clicking "Listen to the whole song", the user can enter the music playback interface. The current playback interface is for users in the form of a small program, which can be seen at the top of the music playback interface The words "Vibrato Music".
8. WeChat video account function update
News on August 13, in the latest update of WeChat iOS 7.0.15, the WeChat video account has been updated and added again. Specifically: add "Private Message" button and "Private Account" settings; share to Moments style update, revise the video card style from the previous link style.
From the perspective of updated functions, the linkage and entry between WeChat video account and Moments are more obvious. The communication between content creators and users is also more convenient.
Observation this week: Xiaohongshu's video number
is also online.
On August 15, Captain Tu, the official account of Xiaohongshu, released a video that said: Xiaohongshu's video account is online. The video also contains the corresponding registration link.
field girls search for video number related content in the Xiaohongshu site, and the video number registration entry will also appear below the search box. The topic of Xiaohongshu's video account has been attended by 818 people and viewed by 21.921 million.
According to our understanding, the online video number is currently open to creators with more than 500 fans on the site and experience in video publishing. In addition, those who have more than 50,000 fans outside the station (Station B) also have access rights.
Aiming at this new sector, Xiaohongshu naturally released a series of support policies. Content creation will support up to 15 minutes of video content and the ability to create video collections.
In addition, there are a series of rights and interests such as tens of billions of flow not mentioned, priority recommendation for business cooperation, cash rewards, exclusive signings, and the support content of relevant MCN institutions will be announced in early September.
corresponding to
, the video number has also upgraded the video release management function and UI experience. Video creators can obtain work data from "Creator Ranking", "Creator Center", etc., to more intuitively perceive user feedback and optimize the creative direction.
According to our understanding, as early as July, Xiaohongshu started the "Video Number Seed Program" and invited more than 100 outstanding creators to join the video number in advance. The data of
shows that in the past month, video number seed creators have averaged up to 12,000 followers per day, and mid-waist creators have averaged more than 50,000 followers per day. The release volume of various categories of lifestyle videos increased by 55.8% month-on-month, and consumption increased by 71.53% month-on-month. The above categories have also become the categories with the highest release volume and consumption.
Since the WeChat video account was also released in March this year, the concept and module of the video account has gradually become the focus of traditional content platforms such as Weibo and Xiaohongshu.focus.
From an industry perspective, although the two giants of Kuaishou and Douyin have become the focus of the industry in the short video industry, there is still room for entry in the entire market. The focus of Shake is also on live e-commerce. Short video business may be The phenomenon of other platforms breaking through.
For MCN organizations, short video services still have a high degree of market acceptance. Brands, platforms, and users still maintain a high degree of attention to short video content, and content needs are still unmet.
