The most comprehensive analysis of the top 10 short video platforms including Bilibili and Tik Tok!

With the development of the network environment and in the era of mobile Internet, users' reading habits and consumption scenarios are also constantly changing. In 2020, short videos became a high-frequency word on everyone's lips. Derivatives of short videos, such as short video marketing, short video entrepreneurship, short video sales, Vlog, etc., began to become fields that both companies and individuals are gradually stepping into. Different short video platforms have different attributes. Faced with so many short video platforms, how should we choose which platforms to join? The following is an analysis of the top ten short video platforms one by one, I hope it will be helpful to you.

1. Tik Tok short video

Department: Toutiao (ByteDance)

Slogan: Record a beautiful life

User attributes: young, fashionable, good-looking, mostly female, middle-class users in first- and second-tier cities

Platform features: Diversification, intelligent recommendation algorithm, balance of traffic, content, users, and product relationships, and enhancement of commercial realization, content production, and the ability to amplify influencers

Daily active users: about 400 million

Live broadcast port: Yes

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC, OGC

Monetization channels: advertising, e-commerce, platform activities, traffic sharing, KOL, KOC

Suggestion: Douyin is currently a super APP in the short video field. If you want to create short videos, Douyin can be the preferred short video platform. It has strong advantages in terms of user scale and related back-end services. The official has also released many tutorials to facilitate creators to create, and the competition will be relatively fierce. In the next year, the content creation on Douyin will be divided into two levels. One is refined content to meet the needs of frequent short video users, and the other is LOW content to meet the needs of users in the Douyin market.

2. Kuaishou

Affiliation: Kuaishou (invested by Baidu and Tencent)

Slogan: Kuaishou, record the world, record you

User attributes: Laotie culture, low-tier people, third- and fourth-tier cities, and groups that truly love sharing

Platform features: Diversification, relying on algorithms to build a collaborative relationship between recommendations and attention, very fast update speed, a platform for good things, life, and joy

Daily active users: about 300 million

Live broadcast port: Yes

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC

Monetization channels: advertising, e-commerce, platform activities, KOL, KOC

Suggestion: Currently, Kuaishou can be said to be the second in the short video field. Its user groups are mainly concentrated in third- and fourth-tier cities. They are mobile Internet users who skipped the PC Internet era. They are full of expectations for the unknown of mobile Internet and have more desire to explore and acceptance. The support provided by Kuaishou platform to creators is also relatively high.

3. Tik Tok Volcano Version

Affiliation: Toutiao (ByteDance)

Slogan: More friends, a bigger world

User attributes: Mainly users from third- and fourth-tier cities

Platform features: Benchmarking Kuaishou, with more down-to-earth content, more suitable for popular brands and groups, and easy-to-use functions

Daily active users: about 50 million

Live broadcast port: Yes

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC

Monetization channels: e-commerce, platform activities, traffic sharing, KOL, KOC

Suggestion: As Toutiao's platform competing with Kuaishou, the change from Volcano to Douyin Volcano Edition also shows that Toutiao attaches enough strategic importance to Volcano. For creators, if they have already made in-depth efforts on Douyin, Volcano can be used as a synchronization window. If you haven't been involved in the short video field and your creative ability is relatively lacking, you can try Huoshan.

4. Xigua Video

Affiliation: Toutiao (ByteDance)

Slogan: Give you fresh and beautiful

User attributes: Mainly in first-tier, new first-tier, and second-tier cities, users born in the 1980s and 1990s

Platform features: Based on artificial intelligence algorithms, it recommends suitable content to users. It has rich content channels, with five major categories of channels, including film and television, games, music, food, and variety shows, accounting for half of the video volume.

Daily active users: about 50 million

Live broadcast port: Yes

Presentation method: horizontal screen, short video

Content production: UGC, PGC, OGC

Monetization channels: e-commerce, platform activities, traffic sharing, KOL, KOC

Suggestion: Xigua Video is an upgrade from Toutiao Video, and is now one of the important video platforms of Toutiao. However, unlike other video platforms of Toutiao, it mainly focuses on horizontal videos and short videos of more than 1 minute as the main line. Currently, Xigua Video has relatively large official support for Vlog and the fields of agriculture, rural areas and farmers. The official has also released many tutorials for creators to learn. If you want to get involved in Vlog and the fields of agriculture, rural areas and farmers, you can give priority to Xigua Video.

5. Bilibili

Department: bilibili

Slogan: Bilibili (゜-゜)つロCheers~

User attributes: People who are vertically involved in the second dimension culture, with those born in the 1990s and 2000s as the main group

Platform features: Aggregate video platform, pan-ACG cultural community, leading youth cultural community

Daily active users: about 38 million

Live broadcast port: Yes

Presentation method: horizontal screen, short video

Content production: UGC, PGC

Monetization channels: platform activities, KOL

Suggestion: Bilibili is a highly vertical two-dimensional cultural short video platform, and is also an aggregation platform. Its users are mainly those born in the 1990s and 2000s, and their stickiness and trust are very high. Those born in the 1990s and 2000s will be the main force in the future market. Creators who need to cultivate users in a deep and long-term manner, or those in the two-dimensional, anime-related, and whose target customer groups are those born in the 1990s and 2000s, can give priority to Bilibili for in-depth creation.

6. Micro-viewing

Department: Tencent

Slogan: Discover more fun

User attributes: mainly college students, new employees, and white-collar workers

Platform features: An image-based social platform with rich functions and easy to use

Daily active users: Unknown

Live broadcast port: None

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC

Monetization channels: platform activities, KOL

Suggestion: Weishi is a short video platform that Tencent abandoned and then picked up again. On the one hand, it invested in Kuaishou, and on the other hand, it supported Weishi. The strategic direction of Weishi is a bit unclear. The user groups are mainly concentrated in the college student group and the new generation of working people. If you want to create short videos, you can operate Weishi as a distribution window.

7. Good looking

Department: Baidu Department

Slogan: Share the beauty and see the world

User attributes: Mainly third- and fourth-tier cities, with diverse age groups

Platform features: Technology can help distribute videos seamlessly and optimize the user experience; in terms of video scene recognition, Baidu Information Flow has realized an aggregated short video platform with automatic machine classification.

Daily active users: about 110 million

Live broadcast port: Yes

Presentation method: horizontal screen, short video

Content production: UGC, PGC

Monetization channels: e-commerce, platform activities, KOL, KOC

Suggestion: Haokan Video is an important short video platform of Baidu after iQiyi. It feels like it is comparable to Xigua Video. Its user groups are relatively scattered in terms of region and age. At the content level, there are IP-related content as well as general entertainment, culture and life content. Short video creation can use Haokan as a distribution platform. After all, this platform still has a high search engine weight.

8. Miaopai

Department: Sina Department

Slogan: Miaopai, super super super beautiful

User attributes: Mainly in second- and third-tier cities, mainly young people

Platform features: short video social platform, easy-to-use functions, trendy community, strategic cooperation with Sina, and integration with Weibo

Daily active users: Unknown

Live broadcast port: None

Presentation method: horizontal screen, short video

Content production: UGC, PGC, OGC

Monetization channels: platform activities, traffic sharing, KOL

Li Mingjie suggested: Miaopai Video has a strategic partnership with Sina and has been connected with Weibo. On the one hand, it has the weight of a search engine, and on the other hand, Miaopai is also a vertical platform in the trendy lifestyle category. If the creator's abilities and the fields he wants to get involved in are related to this, Miaopai is a good platform. Other types of creators can use it as a distribution platform.

9. Kuaishou

Department: Baidu Department

Slogan: Taste the interesting stories of experts and discover the real and interesting world

User attributes: Mainly third- and fourth-tier cities, mostly male, with diverse age groups

Platform features: covers a variety of video types, mainly sharing, recording, and appearance

Daily active users: Unknown

Live broadcast port: Yes

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC

Monetization channels: e-commerce, platform activities, KOL, KOC

Suggestion: Kuaishou is a short video platform under Baidu. It seems to be comparable to platforms such as Douyin and Kuaishou, but in terms of user size and distribution, it is not a platform of the same scale. Creators can serve as an alternative short video platform or distribution platform.

10. Meipai

Department: Meituan

Slogan: Meipai, new discoveries every day

User attributes: Mostly female, young users of beauty, food, clothing and other general life

Platform features: a video social platform that young people like, a popular original short video platform with high-value content, and a strong advantage in the beauty vertical field

Daily active users: Unknown

Live broadcast port: Yes

Presentation method: mainly vertical screen, small video

Content production: UGC, PGC

Monetization channels: e-commerce, platform activities, KOL, KOC

Suggestion: Meipai can be said to be a vertical platform for general life categories that is mainly for women. It has a majority of female users and is very suitable for creating short videos in categories such as beauty, food, fitness, and dressing. If the creators’ abilities and areas of involvement are more in line with each other, Meipai is a good short video platform that can be deeply cultivated.

Note 1: UGC (User Generated Content) refers to user-generated content. PGC (Professionally Generated Content) refers to professionally produced content (video websites) and expert-produced content (Weibo). OGC (Occupationally-generated Content) refers to professionally produced content. PUGC (Professional User Generated Content) means “professional user-generated content” or “expert-generated content”.

Note 2: Short videos refer to videos that are less than one minute long. Short video refers to a video presentation lasting more than one minute and less than ten minutes.

When short video creators choose to join a short video platform, they should consider factors such as their own content production capabilities, platform attributes, platform support, and platform monetization paths, and choose one or two main short video platforms to focus on, and operate other short video platforms as distribution platforms. In addition, if you have comprehensive creative abilities and more time, you can create different content based on the attributes, activities, and users of different short video platforms.