In-depth analysis of short video KOL celebrities in Q3 2019

In-depth analysis of short video KOL celebrities in Q3 2019
In the third quarter of 2019, the total number of Internet celebrities, the number of active celebrities, the level of activity and other indicators did not change much compared with the previous quarter, and remained stable overall; while the number of high-value celebrities is still in a high growth trend, and the number of celebrities with millions of fans increased by 16% month-on-month. In addition, driven by the summer vacation, audience participation increased significantly, and the interactive data of the entire industry increased significantly. Among them, Kuaishou's average set of comments increased by more than 30%, which was particularly strong.
Among the 14 sub-categories, the leading advantages of the comedy and little brother categories are becoming increasingly obvious, while the music and dance and little sister categories have reached the content ceiling and are clearly in a state of weakness; affected by the summer vacation, the film and television entertainment category has once again "skyrocketed", with the Kasi Index increasing by 30% and the quality of fans increasing by 13%. The attention and "quality" have soared together, entering the red ocean of the industry; the Kasi Index of social sciences and military industry has increased by 21%, and the data has increased for four consecutive quarters, gradually entering the second group from the tail of the industry.
Overall, there is a clear trend of diversification in audience attention. Among them, women's attention to categories such as emotions, beauty, and food increased the most, while men also paid more attention to cars, positive energy, and knowledge and information.
Among the five major platforms, nearly 80% of Douyin's categories are rising this season, including beauty and cosmetics. The Cars Index increased by 144% and 133% year-on-year respectively, making it the fastest-growing content on Douyin. Among them, beauty and makeup have moved from vertical content to a popular category for all.
The overall trend of the Kuaishou platform is upward. After a sharp drop in the previous quarter, the young man category quickly rebounded and returned to the top of the list; the tourism category increased its Kasi index by 23% compared with the previous quarter, the highest increase in the platform.
Bilibili's stock price rose more than it fell this quarter, and six categories saw an increase of more than 10%. In addition to the mid-ranked technology, the categories with the largest growth in B-station are still the original platform feature categories such as ACG and Ghost Animals. In terms of focusing on and strengthening its advantages, it has taken a rather steady path.
Meipai’s food content has become a standout, with more significant advantages, and the quality of its fans has always remained at the forefront of the industry;
On the Miaopai platform this season, only games, military, and sports and health saw month-on-month growth, while fashion, entertainment, and comedy categories remained at the forefront, with a clear advantage in leading the platform.

The report details are as follows:

Author: Kas Data

Source: Kas Data

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