Fan value report of 4 major platforms: teach you how to do well on Weibo, WeChat, Douyin and Xiaohongshu!

In the era of traffic, the importance of fans is further highlighted. Fans are not only an important asset of a brand, but also a breakthrough for major social platforms to build private domain traffic. This article analyzes and introduces the KOL fan analysis reports of the four major platforms, providing direction and help for fan marketing.

This is an era of "no marketing without fans".

Now fans are not only an important asset of a brand, but also a breakthrough for major social platforms to build private domain traffic.

Recently, the self-media value data detection platform Clour has targeted the KOL fans of the four major social platforms - Weibo, Douyin, Kuaishou, and Xiaohongshu , and conducted comparative analysis on fan interaction characteristics, fan portraits, fan value differences, etc., and released the " Visible Fan Value - KOL Fan Analysis Research Report on the Four Major Platforms" .

Where are the most active fans gathered? What content do current fans like? I believe we will find answers to these questions in the report and provide direction for brand owners to do fan marketing well.

The content of the report mainly focuses on the accounts with the TOP-10,000 fans on the four major platforms, covering entertainment, celebrities, sports, news media and other Weibo accounts, and the fan statistics data is the number of fans as of December 31, 2019.

1. KOL fan base and interaction insights on the four major platforms

This part of the content is mainly divided into the distribution of KOL fans on each platform, comparison of fan contributions of vertical KOLs, fan interaction characteristics, and vertical KOL fan interaction characteristics.

1. Distribution of KOL fans

Through the report, we can find that the distribution of KOL fans on different social platforms is different. Taking Weibo and Tik Tok as examples, the number of fans is between 1 million and 10 million, and this data feature is most obvious on Weibo.

The number of KOL fans on Kuaishou and Xiaohongshu is relatively small, especially Xiaohongshu, which is a typical small and beautiful social platform.

Therefore, it may be easier to choose Weibo and Douyin to spread the voice of brand activities; and if you are considering maintaining user stickiness for a long time, Xiaohongshu is suitable as a marketing scenario for building brand reputation.

2. Comparison of the number of followers and contribution of vertical KOLs

Watch Tik Tok first. On the TikTok platform, humor, beauties and handsome men, and music are the most active areas of interest for fans. Among them, the number of fans in the top-ranked humor and comedy categories is slightly higher than the number of KOLs. This shows that the KOLs on the TikTok platform are gradually entering an era of deep stock competition.

Coincidentally, the two most popular content types on the Kuaishou platform are also inseparable from the fields of humor and music. In these two categories of content contribution, the number of fans also exceeds the number of KOLs.

This also proves that short video platforms can help brand owners spread some music marketing and sand sculpture marketing, while emotional and encyclopedia brands are not recommended to consider locking in short videos, which does not conform to the reading preferences of fans.

As for Weibo, the status of this platform as a hub for “entertainment gossip” remains unshakable, with the number of its fans far exceeding the number of KOLs, which is related to the position of celebrities in managing their personal image. As we can see, many brand owners currently start to create topics on Weibo when launching celebrity online activities.

Compared with the first three platforms, Xiaohongshu stands out. Judging from the activeness of fans in the fields of beauty, skin care, and fashion, Xiaohongshu has become a user beauty information platform. It is most appropriate to say that Xiaohongshu is the main marketing venue for new product launches and promotional activities of beauty and fashion brands.

The four major platforms, Tik Tok, Weibo, Kuaishou and Xiaohongshu, differ in the number of KOLs and saturation. But one thing is certain: the influence of some amateur fans’ content is no less than that of KOLs.

3. Interaction of different vertical content

In terms of vertical content interaction, short video applications such as Douyin and Kuaishou have become platforms for fans to share humorous and funny content, news, social news, and KOL content due to their features of instant shooting, uploading, and sharing. Their interaction rate is higher than other content such as beauties, handsome men, and gaming KOLs.

Unlike TikTok, the amount of humorous and funny interactive content on the Kuaishou platform is not large. In other words, most of the Kuaishou users who consume this part of the content are in a state of watching, silently lurking, and rarely actively participating in interactions, while Kuaishou users participate more in interactions with news, social, and government affairs KOL content.

The interactive features of Weibo content are the celebrity effect and variety show effect. How to improve the content production capabilities of celebrities and variety shows on Weibo, thereby expanding brand exposure, is also an issue worthy of further study.

Although Xiaohongshu is a gathering place for beauty and skin care topics, contrary to what we expected, the interaction volume of a single beauty content is not ideal; but when it comes to celebrity topics, the interaction volume of a single content has increased significantly.

2. Analysis of KOL fan portraits on various platforms

Any marketing is ultimately inseparable from the insight into fan portraits, such as fan portraits and regional distribution characteristics. The following content can provide accurate user insights to inspire brands on how to achieve regional localization and youth marketing.

1. Gender comparison of KOL fans on the platform: a clear trend towards younger fans

In terms of gender distribution, the number of female and male users on Weibo and Kuaishou platforms is equal.

On the TikTok platform, female users account for 54.1%, far higher than the proportion of male users. It is obvious that Tik Tok is the world of the "her" economy and can be regarded as a precise platform for brand owners to market to women.

In terms of age distribution, we can clearly feel that one of the characteristics of the age distribution of short video platforms is that they are younger.

People under the age of 30 have become the main body of the two major short video platforms, among which those aged 19-30 account for the largest proportion. In contrast, the age of users on Weibo is mainly distributed between 19 and 35 years old, which shows that the average age of the group using Weibo is older.

It can be concluded that Weibo, Douyin and Kuaishou are still the three major platforms where most young people gather. If we take over these platforms, we can win over most young people.

2. KOL fans’ regional distribution: Guangdong, Jiangsu, Zhejiang, Shandong

Overall, Guangdong, Shandong and Jiangsu are the main provinces with the largest distribution of KOL fans on the three major platforms, and Guangdong has the largest distribution of KOL fans on all major platforms. Kuaishou users are mainly concentrated in the sinking market, which is consistent with our perception of Kuaishou’s “earthy” positioning.

3. Comparison of fan portraits of the top 10 vertical categories on the three major platforms

After looking at the overall characteristics of the regional and gender distribution of fans on the three major platforms, let’s look at the gender and age characteristics of fans of the top 10 vertical KOLs on each platform.

The first is Tik Tok. According to statistics on fans of KOLs in the fields of food, life encyclopedias and cute pets, gender differences are the most obvious, with more women than men. Especially in the field of cute pets KOLs, women are the fan group that loves cats and dogs the most.

Unlike women, men are more interested in game content; while in terms of humor, music, and beautiful women and handsome men, the distribution ratio of both sides is equal.

Age ratio data shows that young users prefer gaming content, followed by topics such as humor and cute pets.

On the Kuaishou platform , there is not much difference in the ratio of male and female fans of KOLs in the fields of games, jokes, emotions, etc.; on the other hand, the proportion of female users in the fan distribution of dance and young lady KOLs has increased relatively.

Finally, the data from Weibo is also quite interesting. Among the top-ranked technology, science fiction and sports KOLs, there are more male users than female users, which shows that male Weibo fans have more "hardcore" interests.

However, the ratio of male to female KOL fans in the fields of movies, humor, variety shows, news and society is relatively balanced.

From the perspective of age, more than 50% of entertainment star KOL fans are under 30 years old. Taking 30 years old as the watershed, the number of people under 30 and above who pay attention to the news society is similar, which shows that Weibo has become a window for the general public to obtain information.

3. Analysis of the difference in fan value among platforms

How to use major platforms to carry out fan marketing? In my opinion, there is no best brand marketing platform, only the most suitable platform. The worst thing to do is to conduct inappropriate marketing activities on inappropriate social media.

1. The marketing value of the platform: “exposure value” VS “grass-planting value”

Taking Tik Tok and Kuaishou as examples, it is recommended that brands use them to expose some brand activities, such as new product launches, e-commerce activities, etc.

This is also the “exposure value” mentioned in the report. These platforms play a certain role in diverting traffic to increase the volume of events and the breadth of brand event coverage.

The platform value of Weibo and Xiaohongshu is reflected in the “grass-planting value” . The former benefits from the celebrity effect, while the latter has a large number of heavy users.

Brands choosing Xiaohongshu and Weibo for marketing can improve the efficient conversion of user value traffic and may be able to solve the marketing problems of brand owner-consumer interaction and sales conversion.

2. Fans’ personality: some are active, some are lurking, and some are selling products

In addition, the report also gives fan personalities to major platforms, breaking down into five major fan labels: dormant fans, fan leaders, die-hard fans, active fans and ordinary fans.

• Among them, fan leaders have the greatest marketing value and are regarded as the incarnation of KOL.
• The characteristic of dormant fans is what we often call diving. They urgently need brands to activate their activity and are potential fans.
• Let’s take a look at die-hard fans . As the name suggests, they are highly loyal and play an important role in conversion when KOLs conduct commercial promotions.
• Most people, including you and me, are actually ordinary fans , that is, the largest group of each KOL, between dormant fans and active fans.

3. Marketing value of Generation Z: trust in KOLs and enthusiasm for sharing

The data in the report series tell us that the overall younger trend of the four major platforms is prominent, which brings some opportunities for brand marketing to Generation Z. Of course, the premise is to understand the characteristics of Generation Z.

1. Generation Z trusts KOLs more. As a group that frequently surfs social media, they are more receptive to new ways of playing. They tend to listen to authoritative and influential people on social media.
2. Generation Z loves to share. Today's Generation Z likes interactive and participatory entertainment experiences. In addition to sharing, they also play the role of opinion leaders in other circles.
3. Generation Z is willing to pay a premium for brands. Because this group has cutting-edge consumption concepts, they are willing to pay for things that are "worth spending money on."

These major research results are also in line with the research results on Generation Z previously shared by Tencent Penguin Think Tank. The current consumption motivations of Generation Z are nothing more than these: "for social interaction, for personal setting, and for pleasing oneself."

4. Ways to realize the value of fans: advertising, membership, e-commerce

If you want to understand the fan marketing methods on social platforms and maximize the fan economy, you must first start with the relationship between kols and fans.

We can understand it this way: if KOLs want to increase fan stickiness, they must use content and interactive advantages to implement it.

On the one hand, valuable content is never lacking in appeal. Whether it is a KOL or a brand owner who hopes to use KOL marketing, the key is to provide content that is valuable to users.

On the other hand, the essence of “interactive relationship” is to involve users. This is reflected in the giveaway of benefits and topics related to me. These activities can increase fan engagement.

Finally, the report also provides three ways to monetize the value of fans - advertising, paid membership and e-commerce sales.

The most basic advertising is relatively simple and crude, mainly to let fans "know" the content of the advertisement. Brands mainly choose vertical KOL promotion based on industry attributes to improve the efficiency of precise reach.

The underlying logic of paid membership is a kind of membership marketing, which creates knowledge products that are useful to users, provides learning, workplace, education and other solutions, and maintains user long-term consumption stickiness through membership payment.

"Bringing goods" is the ideal effect for most brands. For example, through KOL videos, live broadcasts, pictures and texts, etc., they can drive traffic to the brand's e-commerce event page; converting fan traffic into product purchases can increase sales of specific activities for the brand.

4. Final Thoughts

In short, in this social platform market where KOLs are oversaturated, fans’ voice is becoming increasingly stronger. For the platform, marketing monetization not only relies on the support of KOLs, but also depends on the interaction of platform fans.

This poses certain marketing challenges to brand owners. Only by combining the marketing characteristics of different platforms and the interests and preferences of fans, incubating high-quality and valuable brand content, and creating interactions that are profitable and stimulating can the marketing value of fans be brought into play.

The source of this report: "Visible Fan Value - Analysis and Research Report on KOL Fans of Four Major Platforms" by Clour. The authorization for citation has been obtained.

Author: Yang Yang Source: Advertising Creativity (ID: idea1408)