Kuaishou’s 2D fan-increasing strategy!

How fast are the followers of Kuaishou’s 2D creators increasing?

Animation creator @开心锤锤 released 428 videos in 2021, with a total of 268 million likes. Currently, @开心锤锤 is a top influencer on Kuaishou, with nearly 40 million fans. The account tells a series of hilarious stories in the life of the protagonist Chui Chui, conveying positive energy in a light-hearted and humorous way, which resonates with the audience.

Why has @开心锤锤 grown so rapidly? Its creative team told KasData, "In addition to maintaining a stable update of content, a large part of the reason is that we participated in the activities of the Kuaishou platform, which helped us increase our fans a lot."

Take the "Winter Critical Strike" event held from January 15th to February 27th as an example. It mainly covered the two major tracks of animation and talents for PK. @开心锤锤 won the title of "Critical Strike King" in the animation track. According to statistics from the Kuaishou platform, during the event, the account gained 4.7 million followers and the total number of views of its works reached 570 million.

In the talent track, @Sien小慧君 won the title of "Critical Hit King". During the event, his followers increased by 3.36 million, the number of views of a single video reached 47 million, and the total number of views of his works reached 290 million.

Two "Winter Crit Kings"

In addition to the two critical hit kings, many high-quality creators also emerged in this event. Funny dubbing master @刘羽兮, original animation IP @猪屁登, dimension drama master @依琪−, Chinese style cross-dressing blogger @肉脸橙 and others are also among the top. Among them, @倚琪−’s single video has been played 85 million times.

In fact, it is not just the "Winter Critical Strike" event. In the past two years, Kuaishou 2D has held many creator incentive events, such as the "Dimension Star Project", "Spark New Force Plan", "Power Generation Plan", "Summer Critical Strike", etc. At the end of each event, traffic and cash rewards will be given based on the creator's performance.

As the two-dimensional ecosystem gradually matures, relying on the content attributes of the Kuaishou community and supplemented by the platform's generous support plans, two-dimensional creators can open up the path from content to consumption more quickly, obtain more monetization opportunities and longer-term commercial prospects, which can then feed back into creation, providing the community with more original high-quality content and forming a virtuous circle.

"Winter Critical King":

Give high-quality content more traffic and let good authors earn more money

For creators of 2D content, traffic and monetization are two long-standing problems. Participating in the platform’s activities is an important way to break the dilemma.

According to official information, Kuaishou continues to focus on the two-dimensional track, generously encouraging creators and striving to enable them to gain both "fame" and "profit".

In terms of "fame", the platform provides billions of on-site traffic to support creators, and will further promote outstanding creators off-site to expand their influence; in terms of "profit", the platform invests 5 million in event rewards and tens of millions in brand orders throughout the year to help creators generate income.

Specifically for this "Winter Critical Strike" event, Kuaishou 2D has also set up generous traffic and bonuses to encourage creators to publish original videos and participate in challenges. In addition, the two teams of Kuaishou 2D and Kuaishou In-Video have achieved in-depth linkage, jointly supporting high-quality IP content creators, providing more dimensional platform traffic and resource support, and creating more possibilities for different forms of content in the Kuaishou ecosystem.

"Winter Critical Attack" event reward rules

The data from the "Winter Critical Strike" event also intuitively reflects the prosperous creative vitality of Kuaishou's two-dimensional users. In the one month since the event was launched, the number of works generated has exceeded 800,000 and the total number of views has exceeded 80 billion times.

Through various support activities organized by Kuaishou 2D, good content can be seen on a wider scale. Through platform matchmaking, the creators' commercialization path has been continuously advanced, and the private traffic accumulated by high-quality content has also been recognized by brand owners, which is a real "fame and fortune".

In this winter critical strike event, Kuaishou 2D attracted five brands to cooperate, including mobile games "Honor of Kings", "Perfect World", "Harry Potter and Magic Awakening", Qimao Free Novels and Shuqi Novels.

It is worth mentioning that in the cooperation with "Honor of Kings", outstanding creators such as animation creator @魔王不欧 and hand-painted cross-dressing master @虞亮大叔 have achieved both good reputation and high playback volume.

Among them, @魔王不欧 created a 1.5-minute animated short drama, in which he naturally embedded the game content into the plot of the couple's sweet moments. His attentive attitude of "eating food" was recognized by users, with a playback volume of 10.18 million.

@Yuliangdashu combines real-life cross-dressing with exquisite original hand-painted portraits, breaking the dimensional wall with outstanding visual effects. It not only retains personal characteristics, but also subtly injects the image of game characters into it. The number of views has exceeded 3 million, and the number of likes has exceeded 40,000.

Screenshot of the video from Kuaishou accounts @魔王不欧 and @瑜亮大叔

According to Kas, both advertisements were ordered from "Star Mission". "Star Mission" is an advertising cooperation model for mid-level influencers on Kuaishou 2D. Brands can recruit multiple influencers to participate and complete tasks by launching topics or challenges. The brand will announce the list of winners based on the reward rules and the effectiveness of the campaign, and the platform will settle the rewards among the influencers.

In Kas's opinion, "Star Mission" has obvious benefits for the traffic and commercial profits of mid-level creators. Generally speaking, top creators are more likely to be seen by advertisers, while mid-level bloggers lack attention. "Star Mission" helps creators receive more business orders through the active operation of the platform. With foreseeable higher returns, creators will be more motivated to produce high-quality original content, thereby increasing their fan base.

Not only in the Winter Critical Strike event, creators occupy an important position in various support activities held by Kuaishou 2D. We often hear about cases where creators in the animation field have little return and a long creation cycle. However, according to Kas, there are many cases on the Kuaishou platform where high-quality content has been used to go viral, accumulate fans, win brand favor and commercial returns.

Image source: "Kuaishou 2D Talent Commercial Value White Paper" released in October 2021

Among them, the top influencer @开心锤锤’s content style is cheerful and emphasizes “positive energy”. Its team told KasData that the account’s fans are mainly people under the age of 20, and their activity and stickiness are relatively high. Many brands have cooperated with Kuaishou through its “Magnetic Star” system, especially gaming and e-commerce brands. The @开心锤锤 team told KasData that in 2021, its advertising revenue on Kuaishou increased by 30% compared to the previous year.

New authors can also break out of the "loss" trap by clarifying their account positioning, delving deeply into content, and actively participating in platform activities to unleash greater commercial potential.

In August 2021, after three months of preparation, @仙来 also updated its first animated short video on Kuaishou. The creative adaptation of the Journey to the West story and the exquisite painting style refreshed the audience and garnered tens of millions of views. Now, only six months after its establishment, @仙来 has accumulated more than 4 million followers on Kuaishou.

Wang Qiang, founder of Shenju Animation, the company to which @仙来也 belongs, told KasData, "Our company started out as a comic for men, so from the beginning we positioned @仙来也 as a passionate man-oriented comic. This makes it easier to accept commercial placements in online literature, games, etc., and this IP will also be more conducive to being adapted into a game for men in the future."

According to Kas, @仙来 has completed more than ten commercial promotions through Kuaishou Magnetic Star and obtained sufficient returns. Shenju Animation also plans to replicate the success story of @仙来也, draw inspiration from traditional Chinese culture, and create more matrix accounts.

Looking at Kuaishou’s two-dimensional content ecosystem from four perspectives

Behind the continuous diversification of two-dimensional content, platforms have also been increasing their support for the two-dimensional world.

Since the second half of 2019, Kuaishou has launched a series of support plans for individual and institutional two-dimensional creators.

At the end of 2019, Kuaishou launched the "Kuaishou Original Animation" and "National Comics Support Plan", using 3 billion traffic to support 10,000 two-dimensional creators, helping 1,000 new accounts to grow into high-quality creators, and eventually creating 100 large accounts with millions of fans, as well as 10 high-quality national comics benchmarks.

Subsidies for traffic and real money continue all the time. In 2020, Kuaishou launched the "Power Generation Plan", and in the summer of 2021 it launched the "Summer Critical Strike" event, and in January 2022 it called on influencers to participate in the "Winter Critical Strike" event.

A series of measures have yielded results. In 2021, Kuaishou's two-dimensional DAU exceeded 100 million, and the average daily content playback volume was nearly 2 billion. The two-dimensional vertical category has become an important content component in the Kuaishou ecosystem.

On the user side, the rich and diverse two-dimensional content on Kuaishou has also attracted a large number of young people. Official data shows that Generation Z currently accounts for 85% of Kuaishou’s two-dimensional audience. Compared with other vertical categories, fans of Kuaishou’s two-dimensional influencers are generally highly active, and the average activity of fans of top influencers can reach 75%.

In terms of content ecology, Kuaishou's two-dimensional content is showing a trend of rapid and diversified development, and has differentiated into four major tracks: "animation", "experts", "trendy toys" and "cool pictures".

The first is the "animation" track, which includes not only original animations and comics, but also secondary creation videos such as miscellaneous talks and mashups of animations and comics. A group of original creators such as @猪屁登 and @唐唐 have stood out.

In the anime short dramas, Kuaishou 2D has gathered many exclusive IPs, such as @大王原谅我，@日生空间之大小姐不惹了，@九尾的幸运球，@不二是妖怪呀

Among them, @大王饶命 (animated short drama) is the exclusive IP cooperation account of Kuaishou and Tencent. The IP originated from the novel of the same name by online writer @会话的拗子, which tells the growth story of Lu Shu, a high school student with super powers. Short video derivative content based on the novel has been updated on Kuaishou since July 2021, with a cumulative playback volume of more than 400 million in half a year, and the highest number of playbacks for a single video reaching more than 30 million. It has currently attracted 2.15 million followers and received a total of 11.163 million likes.

@大王饶命 (animated short play) Kuaishou video screenshot

The second is the talent track, which covers the "three pits" (JK, Hanfu, Lolita), Cosplay, hand-painting, and voice actors. Representative talents include @Sien小慧君, @依琪-, @刘羽兮, etc.

The master of supernatural drama @依琪- is good at shooting short dramas in a dark style to show profound and fascinating short stories. The suspenseful plot and the exquisite Lolita costumes are unforgettable and have received more than 30 million likes in total. Among them, the video with the theme of "Ten Rabbits" received 85 million views and 1.87 million likes from users, making it a well-deserved "big hit".

The funny dubbing master @刘羽兮 has become popular for his varied voice, outstanding dubbing talent and funny personality. Her works are full of creativity. No matter whether it is games, animation, film and television dramas or daily life, her dubbing has achieved a "dream linkage", which also helped her quickly gain more than 5.78 million fans on Kuaishou.

Screenshots of the Kuaishou accounts @倚琪- and @刘羽兮 videos

The trendy toy track includes blind boxes, figures, unboxing, reviews, and claw machine-related content, and also features high-quality content creators such as @孟小琪和爷 and @璐鹿陆手作. The cool picture track covers avatars, wallpapers, background images, emoticons, online IDs, picture texts, strategy notes and other content.

In Kas’s opinion, the gradual formation of the four tracks has verified the strong vitality of Kuaishou’s two-dimensional industry. Helping creators break through the bottlenecks of traffic and commercialization and providing more support to newcomers is not only consistent with the platform's "universal" and "decentralized" traffic mechanism, but also can increase the motivation for creators to continue to produce. As long as content creation continues, the community will remain vibrant.

In short, whether it is providing creative incentives, business matchmaking, or business development consulting, the purpose of the Kuaishou platform is to allow high-quality content to get more traffic and excellent creators to be better commercialized. In this process, as the user experience of the Kuaishou community improves, content creators will also gain both fame and fortune.

Kuaishou 2D also revealed that in 2022 the platform will make more efforts and innovations in serving creators, and explore more new content and monetization models with creators, such as virtual human IP and virtual interactive live broadcasts.

Among the four major tracks of Kuaishou's two-dimensional community, which has over 100 million daily active users and a very high content of young people, there is still ample room and potential for growth. In 2022, it is worthwhile for two-dimensional related businesses and content creators to seriously examine the explosive power of Kuaishou's two-dimensional vertical category.

Author: Kas Data

Source: Kas Data