"Large model companies that are unable to invest in Byte products will focus on Kuaishou this year." Alphabet learned from people familiar with the matter that large model companies such as miniMax, Dark Side of the Moon, Zero One Thousand Things, etc. have become Kuaishou’s impo

"Large model companies that cannot invest in Byte products will focus on Kuaishou this year."

The alphabet list was learned from people familiar with the matter. Large model companies such as minimax, The Dark Side of the Moon, Zero One Thousand Things, etc. It has become an important advertising increase for Kuaishou in the first half of this year, and the total annual investment amount of these manufacturers exceeds 100 million yuan.

When large model manufacturers’ new recruitment marketing reaches the threshold of over 100 million yuan, Bilibili and Xiaohongshu, which have gathered many users of AI products and are known as the advertising department of large models, are not the social networking sites that have reaped the most AI dividends. Platform, on the contrary, Kuaishou has taken more shares of AI traffic and new advertisers in the market.

According to the "ai new list" data, from 8.1 to 10.29, the total number of kimi's external advertisements in the past three months has exceeded 2,500. Among them, more than 2,100 pieces of content (including images, texts and videos) have been posted on Kuaishou, accounting for 10% of the total. 83.6%. Under the onslaught of 150 million yuan in streaming fees reported online in October, according to the AI ​​product list data, kimi successfully squeezed into the tens of millions club with 10.06 million monthly active users in October, and among its monthly active users in October, 45.91% for new users.

Byte, which once relied on hundreds of millions of users in the traffic market as a "winner-take-all", due to Douyin's huge advertising announcement on March 18, restricting aigc software streaming, from April 2 to the present, non-Byte products No one can use the huge traffic pool of Douyin and Toutiao. The Dark Side of the Moon, Minimax, Zhipu, Zero One Wish, etc. were forced to turn to Kuaishou.

In just half a year, Doubao, which is backed by Douyin, has almost exclusively dominated advertising. Since August, although the scale of Doubao is smaller than that of Kimi, Zhipu, Hoshino and other products, it has an average monthly download volume of nearly 6 million times, and with 20 million Monthly activity is far ahead. Previously, in the field of e-commerce, Douyin was able to take care of its own business while making money from its friends. Now, in order to allow Doubao to make up for the disadvantage of being a latecomer with data packages, Byte has become the first platform to restrict the launch of other similar products. .

chose the bytes of all in ai, and seemed to take the initiative to give up the business. In the end, the biggest dividend of this wave of ai traffic fell into the bowl of Kuaishou.

However, the alphabet list has exclusively learned that the Byte commercialization department may soon open up the AI ​​launch restrictions for a large number of non-Byte products. However, not all the six small dragons of the large model can enter Byte's white list. This is because To enter the byte whitelist, you not only need to access the API, but also need to meet a certain daily consumption, and the specific opening time is not yet known. Regarding this, Alphabet asked Byte for verification, but as of press time, it has not received a reply.

As the growth rate of byte advertising gradually stabilizes, Byte, which is in urgent need of finding new investors, seems to have to make compromises. The reentry of Douyin is bound to be good news for large model manufacturers who have money in their pockets and just want to quickly attract new products.

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“Even the bloggers in Kuaishou’s ghost zone have benefited from this wave of AI dividends.”

Traffic supplier Chen Yan told Alphabet that on short video platforms where traffic is more dispersed and widespread, large model manufacturers tend to invest in Kuaishou. The materials are all short videos of less than 5 minutes, and there are few long video materials like station B. "In Kuaishou, food and two-dimensional bloggers with high fan activity are more popular among Kimi people."

At the same time, the content also focuses on displaying the use scenarios of AI tools, and a large model star startup, In the past three months, the placement targets have been small and medium-sized Kuaishou bloggers with fans between 30,000 and 100,000. Some bloggers with high fan activity can receive 10-15 promotions a month, and most of the content is "using AI" Making travel guides, "cooking with AI" and other functional displays related to daily life,

Unlike using AI to read classics on Bilibili and using AI to manage bosses upwards on Xiaohongshu, Kimi seems to be more interested in doing things in Kuaishou. Live, the style of painting is more lively.

Kuaishou has become the new home for large model manufacturers that have been expelled by Douyin.

According to the "ai new list" data, from 8.1 to 10.29, the total number of kimi ads in the past three months. There are over 2,500 pieces of content, of which more than 2,100 pieces of content (including images, texts and videos) have been posted on Kuaishou, accounting for 83.6% of the total. In the past three months, the cumulative number of pieces posted on Zhipu Qingyan is approximately 743, of which 641 are on Kuaishou. strip.Hoshino, a subsidiary of minimax, has placed approximately 607 items in total in the past three months, of which Kuaishou accounts for 343. Large model manufacturers have become an important incremental advertising user for Kuaishou.

According to public data, in the first half of 2024, Kuaishou’s revenue was 60.38 billion yuan, a year-on-year increase of 14%; the adjusted net profit was 9.07 billion yuan, a year-on-year increase of 231.4%. Among them, online marketing service revenue increased by 22.1% year-on-year to 17.52 billion yuan, accounting for 56.5% of total revenue. MacLeague previously published a research report stating that Kuaishou’s external advertising revenue performed well during the period, with a year-on-year growth of 30%, higher than the industry growth rate.

And when the big model manufacturers with money in their pockets are going crazy in terms of buying volume, Kuaishou is far from the only one who wants to make this quick money. In the second quarter of this year,

b station’s AI industry customers increased by more than 200% year-on-year. According to disclosures, the number of advertisers at station b increased by 50% year-on-year, and the coverage of new entrants AI manufacturers exceeded 90%.

Xiaohongshu, which previously prohibited large model manufacturers from posting online services (i.e. pushing streams with products and download links, etc.), has also opened it up. "It only requires a low daily consumption of more than 100,000, but currently in Xiaohongshu If you add a large model to the stream, if you post an interactive collection and like it, the average price will be 2-3 yuan per item," Chen Yan added.

Why is Kuaishou the biggest gainer? The reason still cannot be circumvented by Douyin.

After Douyin, which once monopolized the traffic field, banned investment in non-byte-based AI products, Kuaishou was the only short video platform left that had a large user base and could quickly bring huge exposure to large model manufacturers.

At the same time, for large model manufacturers who are focused on accelerating purchases and staking their claim, Kuaishou’s huge number of KOCs, that is, amateur bloggers, allows suppliers to obtain more new data at a lower price.” Cast the net wide and catch more fish.”

Compared with Bilibili and Xiaohongshu, which focus on AI enthusiasts and professional creators, the investment cost of Kuaishou is much lower. According to public data, Kimi has invested 20-30 yuan/person in the CPA for new users at station B. However, in Kuaishou, the CPA for new users can still be controlled at more than 10 yuan/person. “This wave of Kuaishou relies on Byte to win. ." Chen Yan said.

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Nowadays, Douyin seems to be unable to sit still.

Alphabet List has exclusively learned that in the near future, the Byte commercialization department may open restrictions on the AI ​​release of a large number of Star Map non-Byte products. However, to open the whitelist, access to the API is required, and there are also certain daily consumption requirements. Specifically The opening time of the game is not yet known, and not all the six large models of dragons can be included in the white list. Regarding this, Alphabet asked Byte for verification, but as of press time, it has not received a reply.

In the past, Byte seemed to have the capital to refuse the investment of non-Byte products.

Byte’s domestic advertising business has maintained a high growth rate that exceeds the industry. On March 18, Byte issued an announcement and introduced new advertising review specification adjustments, emphasizing that in order to strengthen AIGC product governance, it is necessary to restrict the use of AI tools in Byte It will be released within the product and will take effect immediately on April 2. The person in charge of the giant engine said that aigc software currently has many illegal and illegal problems, so such advertisements are restricted.

Take kimi as an example. Around the Spring Festival, after receiving a new round of financing, kimi’s combined mini-program users and total daily active users were more than 2.25 million. At that time, kimi’s main advertising channel still had Douyin, “Tsinghua Genius AI” Entrepreneurship", " Yang Zhilin " and other entries attracted a large number of investments on Douyin. Kimi had just been launched at that time. Chat’s Dark Side of the Moon also reported in October 2023 the news of in-depth cooperation with ByteDance’s cloud computing service Volcano Engine.

But Byte’s internal organizational structure and external strategy subsequently ushered in huge changes.

According to reports from Silicon Star, Byte has just begun to train basic models internally in early 2023. Then, founder Zhang Yiming clarified the strategic direction of "doing AI applications without rolling out basic models", and then Byte began to fight high.

On November 27, 2023, on the same day that Byte gave up its game business, it was revealed that Byte had established a new AI department, flow.Later, Byte became an AI product manufacturing factory. Since 2024, it has launched more than 20 apps including Doubao and Jimeng, covering multiple scenarios such as chat assistants, images, videos, music, etc., and was even launched in September The first AI hardware product, the AI ​​smart headset ola friend, needs to find a new entrance for AI implementation in the hardware market.

For Byte, which was seriously lagging behind in various aspects such as large models and AI products at that time, it closed its own traffic pools such as Douyin and Toutiao, so that the Doubao large model, which was already released more than half a year later than the big model Liu Xiaolong, could realize the later direct Chasing may have become an inevitable strategy.

After the ban on investment restrictions came out, Hoshino, Zhipu, Tiangong, etc., including Kimi, the daily consumption of huge engines returned to zero.

Thanks to Douyin’s huge traffic pool and precise distribution, Doubao attracted 21 million new users in a single month in June, a month-on-month increase of 146.72%. Subsequently, the number of new users added in a single month also stabilized at the 10 million level, and Doubao also firmly ranked first in the country. The AI ​​product ranks first in the tens of millions of daily active users club, and it was not until October this year that Kimi, who heavily bet on Kuaishou, entered the tens of millions of users list.

But this year, according to late reports, in the first three quarters, the single-quarter advertising growth rate of Byte in China dropped from about 40% to less than 17%. In the past two quarters, the set goals were not achieved. Compared with Kuaishou, which is making a lot of money, Byte's life is not easy.

The e-commerce business that originally contributed more than half of Byte’s advertising revenue, as Douyin’s e-commerce sales growth dropped from over 60% at the beginning of the year to less than 20% in September, the e-commerce advertising revenue stalled, which also caused Byte’s Have to look for new ad increments in the upcoming fourth quarter.

Large model manufacturers with money in their pockets have become the sponsors of new growth brought by platforms such as Kuaishou, Bilibili, and Xiaohongshu. According to TMTpost data, as of October 29, throughout October, including kimi, Zi All AI applications, including Jiedoubao and Tencent Yuanbao, spent more than 300 million yuan on network-wide advertising (streaming) in October.

This wave of hot money is of self-evident importance to Douyin, which is in desperate need of good news to boost confidence.

"The opening of Douyin is definitely good news for the big model Six Little Dragons." A product recruitment staff of a celebrity AI startup told Alphabet that under the previous ban on investment, they could only bypass Douyin's huge star map. Directly find experts to collaborate on content, but this form of cooperation is "underwater" and cannot be directly linked to the online server, so it is not very efficient. Opening the whitelist will also bring better streaming results.

But even if the whitelist is added, the information flow advertisements of the Big Model Six Little Dragons can appear on the main sites of Byte products such as Douyin and Toutiao. However, if the advertisements and whitelists of Douyin Star Map and the main site are unified, if you want To "Star-Guanglian Investment", whether it is necessary to add white twice, these will bring more problems. The above-mentioned product promotion personnel said.

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However, whether it is Kuaishou or Douyin, behind the short video platform’s biggest AI dividends are large model manufacturers who are bent on speed.

From Bilibili and Xiaohongshu, which are more vertical and accurate places where AI product users gather, to Kuaishou, which has huge traffic and is sinking, is a big model manufacturer that desperately wants to break out of the circle, and they are practicing "casting a wide net" This type of delivery strategy also focuses on the part of the short video platform that is sufficiently sinking, that is, through amateur KOC, more new users can be grabbed.

"AI products are launched too hastily, and new categories have a process of exploration, but Internet companies are fast and busy, leaving less time for thinking and exploration." The new product recruiter told Alphabet List, breaks out of the most direct user group of AI products/tools and seeks to break through Kuaishou. The most important thing is that AI startups want "good-looking data."

ai products are getting more and more new, and there are more and more tricks.

is focused on "soft implantation" when launching new products on Kuaishou. Chen Yan said that the most mainstream content released by large model manufacturers on Kuaishou is user education for certain segmented scenarios, whether it is using AI to search questions, Whether searching e-books, using AI to search for food, or making videos, we all want to “tell users that AI products can be used daily."

Under the flow of pseudo-"tap water" content, the essence is that AI startups are trying to integrate into the daily lives of ordinary people. The problem that AI tools themselves are not necessary is difficult to solve.

From a Kuaishou two-dimensional blogger "Use AI The sight of pinching idols After downloading an AI tool at the bottom of the video, Zhang Ying, who lives in Taiyuan City, Shanxi Province, played with it for several days out of curiosity. She was surprised that she could directly talk to the celebrities and idols she defined on the AI ​​tool, and even joke about it. After a week, the freshness faded away, and the app was forgotten in the html corner of her mobile phone. 3

For Zhang Ying, who has money and leisure and would buy a 1t-sized iPhone to download more interesting apps, AI tools that claim to be omnipotent are quite useless. Searching for guides is not as good as Xiaohongshu, and searching for directions is not as good as Gao. According to Germany and Baidu Maps, the AI ​​tool Zhang Ying uses the most is Meitu Xiu Xiu. AI photo retouching, "one-click beautification, so practical"

Whether it is Kuaishou or Douyin, the massive exposure brought by the short video platform has attracted sinking traffic, such as Zhang Ying, because she is not a vertical AI product user. , it is difficult to become a real user in a short period of time.

According to China. Cumulative download list of AI native applications (apps). From January to October 2024, Doubao, Wen Xiaoyan, Kimi, Hoshino, and Tiangong AI ranked in the top five, with cumulative downloads of 108 million, 22.6 million, 21 million, and 17.9 million respectively. ,1170 million, but it has previously sparked heated discussions in the long-term retention data chart of AI tools. It can be seen that after 30 days, almost all users will be lost.

Previously, Robin Li once said that AI entrepreneurship should avoid falling into the "super application trap" and believed that there is not only 1 billion. dau The application is considered successful. Today, leading AI manufacturers such as Hoshino, Dark Side of the Moon, Kimi, Zhipu Qingyan, and Doubao, as well as common AI products on the market, have all joined this marketing battle.

and are driven by the desire for speed. , AI startups that have difficulty focusing on long-term user retention may also have to face the embarrassing situation of starting an AI business but working for an advertising platform.

(Chen Yan and Zhang Ying are pseudonyms in the article)