60 data truths about Kuaishou

Many people around him did not expect that Jay Chou would choose Kuaishou to open his first Chinese social media account and launch a series of interactions such as live broadcasts. A careful review actually reveals that since the beginning of this year, Kuaishou has made many "quality" marketing attempts, gradually getting rid of its previous "earthy" label.

Changes at the data level can better reflect the transformation of Kuaishou. Shiyouqu collected and sorted out relevant data of Kuaishou in recent years and found that Kuaishou is no longer the "rustic community", but has a more diverse community culture, which also brings more marketing opportunities to brands.

About the overall overview of the platform

1. In May 2018, Kuaishou’s daily active users exceeded 100 million. At the end of 2018, Kuaishou’s daily active users exceeded 160 million. In June 2019, Kuaishou’s daily active users exceeded 200 million. At the beginning of 2020, Kuaishou’s daily active users exceeded 300 million.

2. In 2018, the number of video creators on Kuaishou was 190 million, which increased to 250 million in 2019. From the second half of 2019 to the first half of 2020, the number of creators increased to 300 million;

3. Kuaishou's 2020 data shows that users in first- and second-tier cities account for 45% (15% in first-tier cities and 30% in second-tier cities), users in third-tier cities account for 24%, and users in fourth-tier and below cities account for 31%;

4. The top keyword of Kuaishou in 2019 is "老铁666". Interestingly, other keywords include "National Day Military Parade", "My Motherland and I", "Ali Gei", "Live Questioning", "It's Too Hard for Me", "Remember to Double-click Mua Mua", and "Live Streaming with Goods".

5. The proportion of users born after 1990 (under 30 years old) on the Kuaishou platform has reached over 70%, and more than 3/4 of the users are born after 1985. The proportion of users born after 2000 is significantly higher than that of Douyin and Taobao.

6. The provinces that like to shoot videos the most are Hebei, Guangdong, Shandong, Yunnan, and Liaoning. The provinces that like to watch videos the most are Guangdong, Hebei, Henan, Jiangsu, and Shandong. The most active cities are Harbin, Linyi, Changchun, Chongqing, and Shenyang.

About user behavior preferences

7. According to 2020 data, users in first-tier cities like to watch travel content, users in second-tier cities like to watch skill-related content, users in third-tier cities like to watch two-dimensional content, and users in fourth-tier cities like to watch dance content;

8. ACG is more popular in third-tier cities. According to Kuaishou’s 2019 data, 70% of the likes for ACG content were from users born after 2000.

9. Kuaishou’s ACG daily active users exceed 50 million. ACG users in the north prefer hand-drawn videos, while ACG users in the south prefer animated videos.

10. 84% of Gen Z creators are ACG creators, and 69% of Gen Z viewers are ACG content viewers;

11. Users in first-tier cities like to take photos of sports content, users in second-tier cities like to take photos of young ladies, users in third-tier cities like to take photos of food, and users in fourth-tier cities like to take photos of young men;

About Popular Content User Preferences

12. People born in the 1970s secretly search for "become a baby in one second", people born in the 1980s love to search for food tutorials, people born in the 1990s often search for anti-baldness issues, and people born in the 2000s love to search for three things online: avatars, signatures, and background pictures;

13. In 2019, Kuaishou users liked to search for "ghost dance tutorials", "how to do homework quickly", and "handmade tutorials" , while during the epidemic, the most searched words by users were "Wuhan", "New Year", and "food";

14. In 2018, Kuaishou users preferred pasta and hot pot in terms of food content. In 2019, they liked cakes, lobsters and barbecue the most. In the first half of 2020, they liked homemade cold noodles, milk tea and hot dry noodles the most.

15. Jiangsu users' interest in octopus is 1,000 times the national average. One out of five midnight snack videos in Northeast China is about eating barbecue. Shandong has more than 18,000 dumplings videos every day. Users across the country love crayfish.

16. In terms of video preferences, users in Hunan, Chongqing, and Jiangxi like spicy food, but users in Guangdong, Hainan, and Fujian do not like spicy food. Users in Yunnan, Ningxia, and Sichuan like mustard, but users in Guangdong, Jilin, and Henan do not like mustard. Users in Liaoning, Guangxi, and Hainan like durian, but users in Guizhou, Chongqing, and Fujian do not like durian.

17. People born in the 1980s are most interested in uploading food videos (accounting for 41%), and those born in the 1990s and 2000s are also rapidly increasing their preference for food short videos (accounting for 44% in total). People born in the 1960s and 1970s are not too interested in food short videos.

18. In beauty videos, there are more and more male bloggers , accounting for 42%. Among fashion creators, the proportion of creators over 40 years old and those under 24 years old is similar;

19. The penetration rate of makeup and hair content on Kuaishou exceeds 50% , among which the penetration rate of makeup content is 59%, hairdressing 57%, and skin care 34%;

20. Among Kuaishou beauty users, 36% are under 24 years old, 53% are from third-tier cities and below, and the top three favorite beauty brands are Perfect Diary, L'Oreal, and MAC ;

21. The most popular sports among Kuaishou users are basketball (33%) and billiards (22%). Interestingly, users do not like watching videos about football (2%) and table tennis (2%). The sports content with the highest amount of interaction is shuttlecock moves and fancy rope skipping.

22. Jay Chou’s fans exceeded 10 million within 70 hours of joining Kuaishou. By the end of June, his fans exceeded 21 million, and his works had been played over 600 million times. In addition to "Mojito", the top three Jay Chou songs that users like most are "Rice Fragrance", "Simple Love" and "Sunny Day";

23. Users in Sichuan, Guizhou, and Beijing prefer square dance videos. In terms of age, users born in the 1970s dance the most, users born in the 1980s watch the most, and users born in the 1990s like the most.

24. The average age of square dance KOLs is 39 years old, and male square dance KOLs account for 46%. Interestingly, the average age of square dance fans is only 26 years old, and male square dance fans account for 65%;

25. In the sitcom content of Kuaishou, both top KOLs and mid-level KOLs like to shoot pictures of friendship between besties and brothers. Top KOLs like to shoot pictures of teachers, childhood, and Chinese New Year more than mid-level KOLs, while mid-level KOLs like to shoot pictures of mother-in-law and daughter-in-law, and husband and wife more than top KOLs.

Diverse vertical content preferences

26. The most popular live broadcasts watched in WiFi environments are parenting, weddings, and crosstalk . The most popular live broadcasts watched using data traffic are guitar, sports, and driving test teaching .

27. The top three most popular car brands on Kuaishou are: FAW-Volkswagen, FAW-Hongqi, and JAC Motors ;

28. The top five popular self-driving tourist attractions in China on Kuaishou are: West Lake in Hangzhou, Mount Tai, Dameisha in Shenzhen, Phoenix Ancient Town, and Qiandao Lake in Hangzhou;

29. The top three favorite seafoods in first- and second-tier cities on Kuaishou are salmon, freshwater fish, and basa fish. The top three favorite seafoods in third-tier and lower-tier cities are dried squid, kelp, and frozen octopus.

30. The top five local specialty products in terms of transaction volume on Kuaishou are large scallops from Lianyungang, Jiangsu, Anxi Tieguanyin from Quanzhou, Fujian, large cold noodles from Harbin, Heilongjiang, ginseng wine from Siping, Jilin, and Nanguo pear wine from Siping, Jilin;

31. Tongerbao in Liaoning, Yugouliang Village in Hebei, Beiguan Town in Shangqiu, Gaibao Village in Guizhou, Hengdian in Zhejiang, and Beixiazhu Village in Yiwu are typical " fast-hand villages ";

32. In knowledge videos, Xinjiang users prefer inspirational videos, Guangdong users prefer electronic product tutorials and recommendations, Yunnan users prefer tea tasting tutorials and relationships, Shanghai users prefer dance tutorials, Hubei users prefer game guides, Fujian users prefer comprehensive reviews, Ningxia users prefer relationships and life tips, and Beijing and Chongqing users prefer gourmet restaurant explorations.

33. The most popular content in knowledge videos is parenting knowledge and legal knowledge , and the most recognized content (like ratio) is language teaching, workplace knowledge, and medical health;

34. Kuaishou users spend an average of 15 minutes per day viewing knowledge-based content. 69% of users are willing to pay for knowledge-based content. 31% of families enroll their children in early childhood education/interest classes. 49% of users of early childhood education/interest classes spend more than 10,000 yuan per year.

35. The majority of Hanfu users on Kuaishou are female users aged 18-23 , who contribute nearly 50 % of Hanfu consumption;

36. Among jade and cultural relics users, the top three most popular products are bracelets, jewelry, jade and jadeite, and sculptures. More than 70% of Kuaishou collectors spend a lot of money on collections. Beijing users like to look at cultural relics the most, and Xinjiang users like to look at jade the most;

37. From the perspective of pet-related video content, pigeons are even more popular than cats on Kuaishou. The top three pets are dogs, pigeons, and cats. The proportion of men who post pigeon videos is as high as 89%, and the proportion of women who post cat videos is as high as 68%;

38. In the humanities and arts category, people born in the 1960s like Chinese paintings , people born in the 1970s and users in fourth-tier and lower cities like weaving and handicrafts , people born in the 1980s and users in third-tier cities like cultural relics , people born in the 1990s and users in second-tier cities like folk arts , and people born in the 2000s and users in first-tier cities like calligraphy .

39. Among the operas, those born in the 2000s like Huangmei Opera the most, those born in the 1990s like Peking Opera the most, those born in the 1980s like Henan Opera the most, those born in the 1970s like Hebei Bangzi the most, and those born in the 1960s like Ping Opera the most;

Kuaishou live broadcast content related

40. Kuaishou has 170 million daily active users. The top three provinces with the most anchors are Hebei, Guangdong, and Liaoning. The top three provinces with the most live viewers are Guangdong, Hebei, and Shandong.

41. In the live broadcast business, in addition to selling goods, daily life display and chat interaction content are also popular. Female users prefer to watch live broadcasts of daily life display and talent show, while male users prefer to watch popular science teaching live broadcasts and game live broadcasts;

42. The average daily live broadcast time increases with age. After the age of 30, the average daily live broadcast time of women is significantly higher than that of men. The gender ratio of anchors aged 20-39 is the most balanced, about 1:1.

43. The total number of male live viewers in all age groups is higher than that of female viewers. Among live viewers over 50 years old, the number of males is twice that of females.

44. On Kuaishou live broadcast, anchors born in the 1960s received the most likes per day, those born in the 1970s received the most comments per day, those born in the 1980s received the most rewards per day, and anchors born in the 1990s received the most likes and comments overall;

45. The top three live streaming contents are the profession, singing, and opera. Teachers like to live stream sports the most. Wholesale and retail merchants have the longest live streaming time and the highest popularity. Chefs like to watch singing, opera, and painting the most. Welders/construction practitioners like to watch calligraphy the most.

46. ​​In live PK matches, the number of rewards increases as time goes by, and the number of rewards reaches a peak in the last minute. "Stealing towers" is a common behavior in PK matches;

47. Almost all provinces give the most live broadcast tips to fellow villagers. Gansu viewers give the most tips to people in their city (65%), while Beijing viewers give the least tips to people in their city (16%). Beijing, Shanghai, and Zhejiang users have the highest number of tips and the highest amount of tips per capita.

48. In game live broadcasts, male anchors account for as high as 85%, anchors born after 1990 account for 88%, and male viewers aged 17-40 account for 90%;

Kuaishou live streaming related

49. 300,000 fans is the threshold for a Kuaishou KOL to survive, while 3 million fans is the most difficult threshold to cross in the development of a KOL;

50. The number of KOLs with 1 million to 3 million fans is 7.05 times that of KOLs with 3 million to 5 million fans, while the advertising offer rate of KOLs with 3 million to 5 million fans is nearly 2 times that of KOLs with 1 million to 3 million fans.

51. Creators with less than 300,000 followers often become famous due to a hit content, but usually fail to continue to create high-quality content and gradually lose followers ;

52. The KOL accounts with 3-5 million and 5-10 million followers have the fastest annual growth rate of followers. "Content" and "live broadcast" are the most common ways to increase followers. At the same time, followers can also be increased through sharing, commenting, etc.

53. Nearly one-third (29%) of Kuaishou livestreamers are KOLs with 1-3 million followers. The most frequent livestreamers are 3-5 times a week (32.6%). The top three categories of livestreamers are beauty and personal care (30.45%), food and beverages (19.73%), and clothing and bags (15.78%).

54. Among Kuaishou’s live shopping users, 47% are under 24 years old , and 27% are between 25 and 30 years old. Users in Hebei, Guangdong, and Henan prefer to shop in Kuaishou’s live broadcast rooms.

55. The price distribution of the sales volume of goods in Kuaishou live broadcast room is that the goods priced between 30 and 50 yuan account for the largest proportion (35.93%), followed by goods priced below 30 yuan (27.39%), and goods priced between 50 and 80 yuan (25.63%);

56. Among the categories of products consumed by Kuaishou users, the average price of customized home decoration is 80,000 yuan/order, food is 45 yuan/order, used cars are 148,000 yuan/order, electronic products are 8,999 yuan/order, pets are 1,500 yuan/order, and training is 25,800 yuan/order;

57. The hot-selling products with a price below 1,000 yuan are signature pens , the hot-selling products with a price between 1,000 and 5,000 yuan are gold Pixiu bracelets , the hot-selling products with a price between 5,000 and 10,000 yuan are iPhone 11 Pro 256G , and the hot-selling products with a price over 10,000 yuan are LV women's handbags ;

58. In Kuaishou live streaming, rural residents like to buy 3C products, shoes, and sports and outdoor products from cities, while urban residents like to buy fruits, flowers, and agricultural products from rural residents.

59. In Kuaishou live streaming, the fruits with the highest sales volume are apples, strawberries, cherries, mangoes, oranges, and carambolas; the flowers with the highest sales volume are orchids, roses, baby's breath, roses, forget-me-nots, and jasmine;

60. From the perspective of KOL marketing, KOCs with less than 100,000 fans are suitable for word-of-mouth fission , tail KOLs with 100,000-1 million fans are suitable for bringing goods , waist-level vertical KOLs with 1 million-3 million fans are suitable for deep seeding , shoulder KOLs with 3 million-10 million fans are suitable for triggering topics , and KOLs with more than 10 million fans are suitable for creating topics ;

Author: Time Fun

Source: Shiqu