Analysis of the three major short video platforms: Douyin, Kuaishou, and Video Number

On June 21, the China Internet Audiovisual Program Services Association released the " 2021 China Internet Audiovisual Development Research Report ". Data shows that as of December 2020, the number of short video users in China reached 940 million.

In the future, the popularity of short video platforms will only increase, and there is still room for development in advertising monetization and other monetization methods.

However, it is not easy to operate short videos well.

Douyin, Kuaishou , Video Account ... Among the countless short video platforms, how should a newbie choose?

I think we must recognize the highlights:

①Choice is more important than hard work, ②The one that suits you is the best.

Before entering the short video industry, you must first study the tone of each platform, think about which platform is most suitable for the content you want to produce, and then take action.

After all, for ordinary companies or ordinary people, it is not realistic to have a complete layout. Each platform has a different tone, and we can't write a script for each platform, wasting time and energy.

User attributes:

Young, fashionable, good-looking, and petty bourgeois, most of the users are distributed in first- and second-tier cities; users under the age of 30 account for 54.79%. The group is relatively young and is quick to accept new things and keep up with trends.

User characteristics: Most users are female.

Content features: Relaxed and funny, beauty and skin care, knowledge learning, talent show, cute babies and pets, gourmet cooking, scenic travel, ...

Content distribution: Intelligent + social distribution (initially 90% tags + 10% attention), giving higher weight to content quality and continuously delivering traffic to popular short video content.

User interaction: like rate > comment rate > forwarding rate.

Content positioning: The requirements for video quality and hot spots are relatively high, and many videos of the Douyin operation team are carefully produced.

Video size: 1920X1280 (1080P), 1080X720 (720P).

Monetization methods: Ofobi, Douyin stores, platform activities, advertising, and live streaming traffic sharing.

Future development: "Interest e-commerce", that is, the platform recommends sales videos to users with potential needs through content and algorithms, and uses content to stimulate users to buy. At the 2021 Douyin E-Commerce Conference, the "Expert UP Plan" was also proposed, which aims to help 10,000 e-commerce experts achieve annual sales of over 10 million, and help 100,000 e-commerce experts achieve annual sales of 100,000.

Suitable for enterprises: education, beauty, clothing, traditional machinery, investment and franchising, medical beauty, mother and baby, services, tourism, automobiles, housing, electronic technology, etc.

Unique features of Enterprise Account: User management.

Value of KOL: More suitable for seeding products. Fans are easily attracted by what KOL recommends, but they are not in a hurry to buy it. Based on Douyin’s centralized traffic distribution logic, high-quality content from KOLs is more likely to become a hit, helping “brands” create “Douyin hits” and build “Douyin hits” brands.

User attributes: Laotie culture, grassroots culture, third-tier and fourth-tier cities and below account for a larger proportion, accounting for 64%, showing the "original ecology" of real life without filters, and not deliberately pursuing a sense of luxury.

User characteristics: The ratio of male to female users is 54:46, which is more in line with the overall attributes of current Internet users.

Content features: funny jokes, daily life of couples, creative content, and life scenarios.

Content positioning: sincere and authentic.

Content distribution: "Decentralization", based on social and interest distribution, social + intelligent distribution (initially 60-70% tags + 30-40% attention), distribute traffic relatively equally to users, recommend newer short video content to users, and increase fan interactivity.

User interaction: comment rate > forwarding rate > like rate.

Video size: 640×360

Monetization methods: gift rewards (talent anchors, PK live broadcasts, e-commerce rankings), making money by selling goods (Kuaishou Store, Youzan and Mohui Star Selection), creating paid content, quick order acceptance, and advertising.

Suitable for enterprises: education, beauty, clothing, traditional machinery, investment and franchising, medical beauty, mother and baby, services, tourism, automobiles, housing, electronic technology, etc. Its e-commerce and social attributes are stronger than those of Douyin.

Unique features of enterprise accounts: @aggregation page . @Aggregation page is Kuaishou’s “Buyer Show” function. The personal homepage of the enterprise account has an “@Me” section. When any user publishes a work, @Merchant will be displayed on this page.

KOL classification: KOLs are mostly of “grassroots” origin and have strong professional attributes (social attributes). It can better help brands to complete their communication among people in professional circles.

KOL value: easier to convert. The price of the goods should be within 200 yuan. Such a price range makes it easy for customers to place orders without much thought, and the action is faster, which will result in better conversion effect.

User attributes: basically covers all users in the WeChat ecosystem, with more emphasis on the sense of "identity".

Content features: popular science knowledge, food making, touching videos, and life stories.

Content positioning: provide topics for conversation, help with expression, useful information, and shape image.

Content distribution: Based on the WeChat social relationship chain recommendation distribution method, the selection range of short video content is expanded through mutual recommendations among friends.

Video size: vertical screen: ratio 6:7, resolution 1080*1260; horizontal screen: ratio 16:9, resolution 1080*608

Monetization methods: live broadcast rewards, knowledge payment, product monetization, social network monetization, advertising monetization...

Future development: Social-based algorithm recommendations will focus more on original, personalized, and individually valuable content, and will be decentralized and have a lower threshold.

KOL categories: public account creators, WeChat merchants, and some KOLs on Tik Tok and Kuaishou.

Suitable for enterprises: Most enterprises can make this layout, it has the strongest social attributes, and is more friendly to enterprises with private domain traffic.

Douyin, Kuaishou, and Video Account each have their own characteristics. Before we make short videos, we should first clarify our purpose. Do we want to accumulate content first or do we want to realize it quickly?

If you want to increase exposure, or the audience of your product or service is a relatively young group, you can choose to expose the content on Douyin first, and then promote the product;

If you want to have higher fan stickiness and plan to operate private domain traffic in the future, Kuaishou is a good choice;

If the purpose is to monetize fans, the video account is a ready-made private traffic pool that can directly convert fans into its own private traffic.

But in fact, from a long-term perspective, companies can operate three platforms at the same time. There are other short video platforms. If you have plenty of time or are interested, you can operate them according to actual needs.

If you want to become famous or rich through short videos, you will inevitably take many detours. It is recommended that you learn before entering the industry, master the operational knowledge and then take action, so as to achieve twice the result with half the effort.

Author: Global Qingteng Operations Garden

Source: Global Qingteng Operations Garden