Miaopai's rankings from January to June reveal four major trends in the short video industry

From January to now, the entire short video industry has been around for half a year in 2017. The Miaopai list has also undergone many changes from classification to self-media ranking. Therefore, by observing the list in the past six months, we can also see some trends that are happening in the short video industry.

Trend 1: Diversification of content formats

In January this year, Miaopai only released four categories: original list, popular list, food list, and fashion list. By June this year, the Miaopai list had added the Sichuan and Chongqing list, the MCN list, and the influence list, totaling 7 categories.

Miaopai is attaching more evaluation dimension systems to short video content, which also shows that the entire industry is entering a period of explosive development in diversification. Since the content and form of short videos are extremely diverse, the original evaluation system can no longer classify them, and more evaluation systems are needed to help "rectify" these wildly growing contents.

For example, the typical @办公室小野 is a program where people use their imagination to cook in the office. It is not entirely a food short video, nor is it entirely a comedy short video or a workplace short video. It is a cross-border mix and match that cannot be categorized. However, there are endless short video contents of this type, and it is difficult to fully cover them with the original list evaluation system.

The release of the Sichuan-Chongqing list and the influence list at this time is precisely to address the problem of increasingly diversified content forms.

Trend 2: Papi Jiang and others are entering a downturn

Take the well-known short video influencer Papi Jiang as an example. In the original list, she ranked second in January this year with a popularity of 276.51 million, but in June this year her position dropped to 35th with a popularity of only 84.15 million. In addition, KOLs such as " Tongdao Dashu " and "Ruanruan Buliangying" who were previously on the list have also dropped out of the rankings.

This type of KOL video content has one characteristic: patternization. For example, Papi Jiang's one-person dialogue with multiple roles is a stereotyped performance, and users may be attracted to this model in the early stage, but the novelty will become lower and lower afterwards, and they will stay away from it. The previous suspension of the short video of the well-known IP "Never Expected" was precisely because users were tired of the stereotype, and this trend is repeating itself in the short video field.

But on the other hand, those non-patterned short video KOLs @二庚can always provide users with non-patterned and fresh content. Therefore, it is not easy for them to occupy the first and second positions on the list from January to June.

In addition, the retirement of the heavily stereotyped top KOLs has also given many latecomers opportunities. Original content such as @秒嗨MiaoHi, who focuses on trendy sports social networking , and @酷酷的腾, who has funny phone calls with customer service, have begun to rise and continue to appear on the list.

Trend 3: Central city content is on the rise

In the Miaopai rankings in December last year, the vast majority of KOLs on the list were from first-tier and coastal developed cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Jiangsu. However, in various rankings in June this year, there are more and more KOLs from central cities such as Sichuan and Chongqing.

Compared with the fast-paced life in Beijing, Shanghai, Guangzhou and Shenzhen, the pace of life in central cities, especially in Sichuan and Chongqing, seems to be slower. Eating, drinking and having fun have always been the focus of their lives. Coupled with the favorable geographical environment and a different cultural atmosphere, this will also be reflected in the short video content, attracting more users' attention and becoming a new force.

Miaopai established mobile video incubation bases in Chengdu and Xi'an in March and June respectively. Although the Xi'an base has just started, the Chengdu base has been incubating for 3 months. The Sichuan-Chongqing list it launched also reflects the cultural characteristics of the region, mainly focusing on food and life.

Food has always been a focus in the lives of people in Sichuan and Chongqing. The well-known account @大胃王密子君 in the region not only topped the Sichuan and Chongqing list, but also ranked fourth on the Weibo food list, directly surpassing most IP content from Beijing, Shanghai, Guangzhou and Shenzhen. Similarly, @办公室小野 also made it onto the Sichuan and Chongqing and food lists with his unique imagination.

Regarding life, Sichuan and Chongqing are located in mountainous and water-rich areas, and life is comfortable. Therefore, this type of distinctive short video self-media has also emerged in the Sichuan and Chongqing list. For example, @-李子柒, who is on the list, shows everyone the mountain and water life in Sichuan. When cooking a meal, she can show the entire process from personally collecting ingredients to making it, which has attracted a large number of viewers. Such self-media are constantly emerging, such as @6岛岛, a pet self-media in Sichuan and Chongqing, which has captured a large number of cat lovers simply by depicting the life of domestic cats.

The pace of life and lifestyle of people in central cities are very different from those in Beijing, Shanghai and Guangzhou, but at the same time they have their own cultural characteristics and heritage. With the help of short videos, the content of these cities is gradually gaining recognition.

Trend 4: Competition among MCN agencies is becoming increasingly fierce

The MCN agency list is a new list launched by Miaopai in February this year. The number of places for each selection is limited and is controlled within 10, with the aim of supporting MCN agencies.

According to the relevant data published in the list, the popularity of @魔力TV, which ranked first in February this year, was 150,000. This popularity could only rank third in June, and the popularity of the first place had reached 196,000.

Looking at the bottom, @震惊文化, which was ranked last in February, had a popularity of 16,000, but this popularity could no longer enter the rankings in June. The popularity of the last one, @蒂苏电商, has reached 28,000.

Therefore, the entry threshold of this list is getting higher and higher, and the popularity requirements for institutions are getting higher and higher. In the past, you could enter the list as long as you reached a certain popularity, but now it is not possible. This also reflects the increasingly fierce competition among institutions.

But what is more important is that it shows that as various MCN agencies are competing with each other, the overall popularity of MCN agencies is on the rise, which is also a good thing.

Conclusion

From January to June this year, the Miaopai list reflects the trend of the entire short video industry. Early content-modeled KOLs are facing a real crisis of decline, while at the same time, the opportunity for vertical content has arrived and is rising across the board; the unique cultural heritage and living atmosphere of central cities will become a new incremental market after Beijing, Shanghai, Guangzhou and Shenzhen, and there are more opportunities to explore.

In addition, the MCN strategy has achieved phased success, the overall popularity is rising, and the value of the MCN agency list with only 10 positions is also getting higher and higher.