Analysis of 7 short video channels including Taobao and Video Account!

People often come to complain to me: "The boss has chosen which channel as promising", or they think this channel is good and want to try it, and ask me how to do it?

In fact, it is not particularly difficult to make an omni-channel layout, but it takes a lot of time to operate. For efficiency reasons, it is recommended that you choose a channel suitable for your industry in the early stages of operation.

01 Characteristics of each platform

First of all, you need to have a clearer understanding of the characteristics of each platform. Different platforms have different algorithms and recommendation mechanisms, and user preferences, characteristics and popular content styles also vary greatly.

1. Tik Tok: “Record a Beautiful Life”

Source: Douyin official website

User attributes: young, fashionable, good-looking, and petty bourgeois; most users are located in first- and second-tier cities;

Content features: music, appearance, cute pets, food, life, knowledge...

Monetization methods: Ofo, Douyin Store, platform activities, advertising, and live streaming traffic sharing;

Future development: Douyin stores have been opened and merchants are encouraged to certify corporate accounts. The methods of commercial monetization are becoming more and more perfect, and the market has a trend of sinking. With 600 million daily active users, the traffic is huge but the competition is also fierce.

2. Kuaishou “embraces every kind of life”

Source: Kuaishou official website

User attributes: Focus on the sinking market, and most users are distributed in third- and fourth-tier cities;

Content features: funny, nonsensical, life sharing, good things recommendation...

Monetization methods: live streaming traffic sharing, advertising, e-commerce, etc.

Future development: Currently focusing on users in third- and fourth-tier cities, the entry threshold is relatively low and the tolerance for content quality is relatively high...

3. Bilibili (゜-゜)つロCheers~

Source: Station B official website

User attributes: Post-90s, post-00s, ACG, pan-ACG cultural community;

Content features: ACG, entertainment, knowledge, ghost animal, evaluation...

Monetization methods: advertising, up-host incentive plan;

Future development: It has its own mall, but it is still mainly based on the two-dimensional culture. The content is relatively vertical, and the user stickiness is much higher than the first two videos, and it has a strong appeal.

4. WeChat Video Account “Records Real Life”

Source: Internet

User attributes: basically covers all users in the WeChat ecosystem;

Content characteristics: high value or high resonance, so the most popular accounts are emotional accounts.

Monetization methods: advertising, private domain precipitation, mini program monetization...

Future development: Based on social recommendations, with relatively strong social relationships, and more concerned about the improvement and development of subsequent functions.

5. Good videos are “easy and rewarding”

Source: Haokan Video Official Website

User attributes: users who are looking for knowledge, relatively young, and like to use Baidu search;

Content features: Haokan Video attempts to seek rational value and content value beyond the sensory stimulation of simple entertainment and leisure in short videos, and to find a new value definition for short video content.

Monetization methods: advertising, private domain traffic, good-looking shops...

Future development: A hotbed for creators in the general knowledge field. Because the content is of high value and based on search recommendations, the traffic is relatively accurate.

6. Xiaohongshu “Mark My Life”

Source: Xiaohongshu official website

User attributes: More than 70% of users are born in the 1990s, 90% of users are female, and most of them are from first- and second-tier cities;

Content features: Beauty and skin care, food sharing, fashion, travel recommendations, weight loss and other content with strong grass-roots nature;

Monetization methods: advertising, private domain traffic diversion...

Future development: Xiaohongshu’s powerful content-sharing attributes make it a highly trusted object for consumers to generate shopping needs, choose brands and products, and share product usage. It has also become a natural platform for KOLs to promote products.

7. Zhihu internal video "Where there is a question, there is an answer"

Source: Internet

User attributes: Users are at a relatively high level and want to obtain very in-depth content;

Content characteristics: Zhihu's content is relatively in-depth in vertical fields, and most of the videos are about 3-5 minutes long;

Monetization method: Private domain traffic diversion...

Future development: It may become a professional knowledge and skills sharing platform, echoing the graphic and text content of Zhihu.

02What kind of industries are each platform suitable for?

Above we have briefly analyzed the seven currently popular short video platforms. The next step is to apply this to our industry and see which platforms are more suitable for our industry to develop in depth.

1. Douyin: Suitable enterprises include education, beauty, clothing, traditional machinery, franchise, medical beauty, maternal and child care, services, tourism, automobiles, housing, electronic technology, etc. Most enterprises can make layouts;

2. Kuaishou: Suitable for the same companies as above. Most companies can invest in it. It has stronger e-commerce and social attributes than Douyin.

3. Video accounts: Suitable for the same companies as above. Most companies can deploy them. They have the strongest social attributes and are more friendly to companies with private domain traffic.

4. Haokan Video: Suitable for enterprises including education, traditional machinery, medical beauty, automobile and other TOB and search-based industries;

5. Bilibili: Suitable companies include education, tourism, automobiles, electronics and digital industries that young people are interested in;

6. Zhihu internal video: Suitable for enterprises in the education, tourism, automobile, electronic digital, emotion, enterprise service and other industries;

7. Xiaohongshu internal video: Suitable companies include education, beauty, clothing, maternity and baby, tourism and other industries targeting female consumer groups.

03 Conclusion

Currently, the development momentum of short videos is good. Faced with platforms and channels with different characteristics, how should we operators choose?

Before choosing a channel, we must first have a clear understanding of our products and operational goals:

For what purpose do you choose the channel?

Basically all the platforms mentioned above can serve industries such as education and beauty, but depending on different operational purposes, the channels can actually be divided further.

For example:

E-commerce sales: Kuaishou and Douyin platforms are preferred, as they have large traffic and relatively complete e-commerce environment.

Accurate customer acquisition: We prioritize platforms that our target users like, as well as more professional platforms such as Haokan Video, Xiaohongshu, and Zhihu that rely on precise search for recommendations.

Private domain traffic: WeChat video accounts with strong social attributes are preferred.

If you simply want to monetize your fans: then you should choose Douyin, a platform with large traffic and relatively inclusive content formats. You can also choose to delve deeper into platforms such as Bilibili and Xiaohongshu, which also have strong community attributes.

In addition to these platforms, there are many smaller but equally accurate short video platforms that can be tried. For example, local stores can try uploading videos on Dianping.com, and the tourism industry can also publish short videos on platforms that specialize in providing travel communication services...

However, the content tolerance of these platforms is still relatively low, and the mainstream content formats on other platforms may not work on these platforms. This requires us operators to constantly experiment and adjust.

Author: Short Video Operation Diary

Source: Short Video Operation Diary (gh_a49c091205cb)