4 key data of the top 10 short video applications!

Do you know which short video app is used the longest every day? quick worker ? wrong!

Did you know that the average number of times girls open short video and picture tools every day is close to the number of times they open WeChat every day? ?

You use apples and eat bananas, but you don’t know about watermelon short videos! ?

Short videos have been very popular in the past two years. Even Anshan Ergouzi and Zhumadian Cuihua know about Kuaishou and Miaopai . How can you express some different insights and demonstrate your professionalism? ?

As professionals, of course we have to speak with data! The following is a selection of ten mainstream short video applications of different types on the market, with some key data collected. Let’s understand short video applications objectively and simply from a data perspective. Confucius said: Having data is good for showing off.

Note: The following data comes from questmobile. Due to limited spare time, I am unable to pull data from multiple data platforms for comparison, so the data may not be accurate. The selected dates are 8.14-8.20.

The short video applications selected are (the classification is my own, if you have any objections, please feel free to discuss):

• Comprehensive (not only short videos, but also live broadcasts ; diverse users and content): Kuaishou, Huoshan, and Meipai ;
• Information type (mainly various types of short video information; with a large number of PGC ): Xigua, Miaopai;
• Music type (starting from music): Tik Tok , Muse;
• Tool type (all include photo editing functions, so the data of this type includes not only short video users, but also users who take photos and edit pictures, please note): B612卡叽, faceu , Xiaoying.

1. Average Daily Activity

Let’s briefly talk about a few points based on the picture:

Kuaishou has a clear advantage, three times that of the second-place Xigua Short Video;

The top three with more than 10 million daily active users are all information-based and comprehensive-based. This explains why Douyin is now frantically expanding into different types of videos, reflecting that if a short video wants to grow, it must break through the bottleneck of type restrictions;

Meipai and Miaopai, short video apps with the same long history as Kuaishou, have been left far behind by Kuaishou, especially Miaopai and Xigua, which are of the same type. Why the gap is so big is worth further study.

2. Number of New Installers and New Installation Rate

Kuaishou, which already has more than 50 million daily active users, can still have nearly 1 million new installations a day, and its momentum is still strong. In terms of the overall growth situation, the short video boom has not yet passed and the market is still growing rapidly.

Judging from the comprehensive new installation rate (the ratio of newly installed users of an app to the total active users of the app during the statistical period), Muse, Volcano, and Watermelon are all making efforts. If you want to learn and apply immediately, it is recommended that you pay more attention to the recent product and operation promotion actions of these three products, track the data trends, and make your own guesses. You can learn more than reading articles on post-attribution after the dust settles. Due to limited time, I will not expand the research in this article.

3. Average daily usage times

Unsurprisingly, the two tool-type products took the top two spots, with B612 opened an astonishing 21 times (refer to the 28.84 times per day average usage of WeChat per person during the same period). However, the high number of times both were opened is related to the girls’ strong demand for selfies and photo editing, and the number of times they were used to shoot and edit short videos is probably lower.

As both are information-based apps, Xigua is opened much more often than Miaopai, which once again proves the strength of Xigua Video. The number of times the rapidly growing Huoshan Short Video is opened is far less than that of Kuaishou, and a large number of new users have not yet developed strong stickiness. The low number of times Tik Tok and Muse are opened also reflects the disadvantages of type limitation.

4. Average daily usage time

Originally, the average daily usage times and duration should be written together, but the average daily usage duration can reveal too many details that have not been noticed before, so it is listed separately.

You can think about the following questions:

1. Information category: The usage time of Xigua is twice that of Miaopai. What is the magic of Xigua’s content?
2. Tools: Why is the usage time of B612 more than twice that of faceu when the number of times they are opened is almost the same? These two highly similar products actually have quite a big difference in sticker quality. Why do girls prefer B612 stickers over Faceu? Moreover, faceu has more social functions than B612. Does this indirectly reflect the failure of faceu's social function?
3. Comprehensive category: Kuaishou, Meipai, and Huoshan, which happen to form a good gradient in terms of usage time. What are the main differences that lead to such an obvious three-level gradient?
4. Music: The usage time of Muse is more than three times that of Tik Tok. What does it do better? The average daily usage time of TikTok, which has been very popular in recent months, is only close to seven minutes, which is close to the time required to shoot and edit a medium-quality short video, or the time to watch 20 to 30 short videos. Does this reflect that TikTok is gradually becoming weak in terms of content gameplay?

Conclusion

Due to time limitations, more detailed data analysis of each block can only be done later. But the above data still provides some inspiration:

1. If short video apps want to grow bigger and stronger, they must have high-quality content, and the content must be diversified;
2. Information category: Xigua Video is relatively low-key, and its spotlight has been overshadowed by Kuaishou, Volcano, and Douyin. However, considering all indicators, Xigua is more worthy of in-depth analysis. It is recommended that those who are interested can take the time to study Xigua carefully, and can also conduct in-depth comparative analysis to understand why Xigua can outperform Miaopai, which has traffic diversion from Weibo.
3. Comprehensive category: Kuaishou is still performing well. How does it maintain such excellent performance for several consecutive years? After Huoshan invested heavily, the effect is obvious, but how can it really retain users and produce more high-quality content? Meipai has evolved from beauty photography to multiple types of topics. How can it maintain its differentiation from Kuaishou Volcano while covering more users?
4. Tools: B612 is gradually gaining the upper hand, how should faceu respond? What went wrong before? Does Xiaoying’s decline reflect that the demand for more in-depth short video editing is still relatively niche?
5. Music category: Is TikTok beginning to face the crisis amid its heyday? Can Muse defeat TikTok in the Chinese market?

You are welcome to continue thinking deeply. If you are interested in writing articles on some of the above points, you are welcome to submit them to this public account . The author name, rewards, etc. will belong to you. Doing your own research and closely following market trends will definitely bring you more benefits than making summaries after one or two years. You are welcome to follow and study with me.