Analysis of Tik Tok’s penetration into lower-tier markets!

More than half of the video industry's users are in lower-tier cities, and the downward trend is obvious. Among them, Douyin's users in second-tier cities account for a slightly higher proportion.

Compared with users in first- and second-tier cities, Douyin has significantly more male users and users aged 30+ in the lower-tier markets . The content that users pay attention to is more diverse and scattered. The advantages of strong categories such as young ladies and funny things are far less than those in the first and second tier cities, while the content of segmented categories such as celebrities, food, film and television entertainment, social sciences and military industry have great potential in the sinking market.

The time of users in first-tier cities is relatively scarce, and the population in fourth-tier and lower cities is large but the participation rate is relatively fixed. If you want to improve the quality of fans, it is crucial to manage users in second- and third-tier cities well.

The "experts" who produce content basically come from first- and second-tier cities, and the proportion of those in the sinking market is only 1/4. Different from the living environment of the vast majority of users in the sinking market, it is very easy to cause content positioning deviation, and it is difficult to accurately get the user's attention.

Author: Kas Data

Source: CAAS Data (caasdata6)