This report is produced by Xinbang.
This is a report across 6 major new media content platforms.
The new list has conducted data statistics and research on the content ecology of the six major platforms: WeChat official account, video account, Douyin, Xiaohongshu, Bilibili, and Kuaishou. The relevant data comes from the number of WeChat official accounts and its series on the new list Products: Xinjiu, Xinkuai, Xinzhan, Xinshi, Xinhong .
The statistical scope is the accounts that have been included in the observation samples of the above 6 data products and are active between January and December 2022 .
This is a report with a comprehensive perspective.
Starting from the data, we observed its release, content commercialization and cooperative branding; starting from the data, combined with Xinbang’s own content observation, visits, consulting, training and marketing delivery business, we studied and analyzed the creators of each platform in 2022 The current status and trends of ecology, content ecology, commercialization atmosphere, and enterprise new media construction .
This is a report that can be called an ecological observation.
Every discovery here is to provide a three-dimensional observation from the ecological perspective of the entire new media as much as possible. We have reason to believe that both data coverage and industry-related experience will make this a very instructive roadmap for "acquisition and management of digital content assets" .
■ The number of monthly active accounts on each platform continued to grow , and the platform entered the stage of standardized construction;
■ All platforms have strengthened original protection , and the performance of original content has increased year-on-year, and the performance of WeChat public accounts is particularly prominent;
■ Each platform empowers brands to help merchants and help enterprises "go steady and far";
■ The distribution of video numbers is the most uniform, and the interaction ability of Douyin head is the strongest;
■ "Running for a better life" has become the main theme of increasing fans;
■ Enterprise account release volume is large, and content production tends to be team-based and professional;
■ "Smart people" has become a new form of human-computer interaction, and the future development trend has pointed to multiple composite forms of diversification, multi-format, cross-border and barrier-breaking;
■ The video account spreads the fastest , and the long-tail effect of the content of Xiaohongshu is the most significant;
■ Xiaohongshu and Station B have younger audiences , Douyin is mainly young and middle-aged , and Kuaishou is more senior-haired ;
■ The content is diversified, and the "post-epidemic" era focuses on the "relaxation" of life ;
■ The brand continues to increase its voice on new media platforms, and Xiaohongshu is the first choice;
■ New media marketing in the automobile and food industries has great potential, and the whole marketing platform has become a trend;
■ The threshold for business cooperation is lowered, and the value of thousands of followers is increasing ;
■ Live broadcast e-commerce "a hundred flowers bloom", content and e-commerce are moving towards symbiosis ;
■ Multi-platform matrix layout has become the consensus of the industry, 37.8% of enterprise organization accounts have completed the new media layout of more than 2 platforms;
■ The combination of public account and video account is the main element of the enterprise matrix;
■ Enterprises with a matrix layout are mainly concentrated in the automotive, education, and medical industries.
* Limited to the scope of observation, there are still many excellent content platforms besides the six major platforms, such as Weibo, Xigua Video, Baidu Baijia, etc. The new list will be gradually improved in the future to provide a closer observation of the whole ecology.
Limited to data selection, definition and observation capabilities, as well as the premise of establishing opinions, please use the conclusions of this report with caution and do not constitute investment advice.
01. Platform construction
The number of monthly active accounts on each platform continued to grow , in-depth rectification of various network chaos, and promotion of the sustainable and healthy development of the content ecology of new media platforms .
02. Original protection
Each platform continues to strengthen the construction of original ecology, and has "zero tolerance" for plagiarism . In 2022, the average number of likes for original content on each platform will be higher than the average level of the entire sample. 4.4 times that of the full sample content, and the proportion increased by 63% year-on-year .
03. Platform Empowerment
Platforms such as Douyin and Kuaishou give full play to their potential , continue to provide incentives and support for the development of enterprises, and actively explore the possibility of cooperation with brands. important channel for growth .
01. Account level of each platform
The distribution of accounts on each platform is uneven, and the difference in the proportion of the head and tail of the video account is small , and the distribution is the most even; the head of Xiaohongshu is the most scarce to "one in a thousand" , and the "KOC" is more obvious; comparing the ability to get likes, it is found that 500w followers Among the accounts, the Douyin platform has the strongest interaction , and among the 10w-500w fan accounts, the Xiaohongshu platform performs the best.
02. Types of accounts for increasing followers
Pan-life and pan-entertainment accounts created around "love beauty, love food, and love life" are the most likely to gain fans ; Xiaohongshu's hobbies, Kuaishou games, Douyin plots, music, and station B knowledge areas have become popular. Their respective annual popular fan circles.
03. Enterprise account performance
Observing the volume of enterprise account creation, it is found that the average monthly publishing volume of enterprise certified accounts on each platform is higher than the overall market level of the platform. Enterprises have entered new media platforms one after another, with strong mass production capabilities, and content production has begun to become team-based and professional. .
04. Virtual digital human
"Digital intelligent people" has become a new form of human-computer interaction, and the future development trend has pointed to multiple composite forms of diversification, multi-format, cross-border and barrier-breaking ; as more and more digital people enter the short video platform, novelty Interesting and frequently updated content will become the core of Digihuman IP fans.
01. Work propagation speed
From the perspective of work dissemination speed, 87.2% of the video account’s praises are generated within 7 days after the work is released, and the work’s dissemination efficiency is higher ; while the Xiaohongshu platform still has 30% of the works’ praises generated 7 days after the work is released . The long tail effect of communication is the most significant .
02. Content consumer groups
Observing the characteristics of the main content consumer groups on each platform through the audience portraits of popular content , from the perspective of gender distribution, Xiaohongshu has the strongest female attributes , while station B is more male-oriented, and the balance between men and women is balanced in Shukuai; from the perspective of age distribution, Xiaohongshu Close to Bilibili, the audience is younger, Douyin is mainly young and middle-aged, and Kuaishou is more senior-haired .
03. Content Creation Trends
It can be seen from the vertical category of each platform that the volume of creation is growing rapidly. The content expansion paths between platforms have their own characteristics . Bilibili and Douyin tend to be more relaxed and the growth of life and entertainment content. Kuaishou and Xiaohongshu pursue healthy and fashionable content. A better life, while public account and video account platforms tend to be more professional and pan-information content.
01. Brand grass marketing
According to the statistics of the number of brands mentioned on different platforms, brands prefer Xiaohongshu to grow grass , followed by Douyin and Kuaishou ; further checking the promotion status of each brand on different platforms, it is found that the grass-growing works of all platforms are on the rise . And most of the peaks coincide with marketing nodes, and brands continue to increase their marketing investment in new media channels.
02. Commercial content
Observing the "brand" content of each platform, it is found that the marketing potential of automobile brands is the strongest in Douyin, Kuaishou, and video accounts , while the food industry is listed on all platforms except station B ; marketing multi-platform has become the mainstream , according to the new list Incomplete According to statistics, 51.6% of brands operate on the whole platform, and 65.9% of them are Chinese brands. The marketing momentum of domestic brands is strong .
03. Account Commercialization Value
Around 2022, each platform will gradually lower the threshold for talent business cooperation , and Xiaohongshu allows amateurs to accept orders ; judging from the content marketing data of Xinbang’s own head brand content, the value of fans of creators on each platform has increased compared with last year. From the perspective of price and fans, the content marketing of Xiaohongshu and Bilibili platforms has the highest value .
04. The value of content e-commerce is highlighted
In 2022, "hawking-style" e-commerce will transition to "content-based" e-commerce , and the new content live broadcast method will continue to improve the live broadcast ecology, and it will also allow many e-commerce operators to see the potential of live e-commerce 2.0; among them, Dongfang Selection relies on knowledge The feature of bringing goods quickly out of the circle, behind it reflects the strong rise of content e-commerce .
01. Matrix layout of the enterprise
Observing the account opening status of certified public accounts on Douyin, Kuaishou, Station B, and Video Account platforms , 37.8% of enterprise organization accounts have completed new media layouts on more than two platforms , an increase of 4.8% from 2021; Accounts that have completed the layout of the above five platforms are mainly concentrated in the workplace and other fields.
02. The main elements of the enterprise matrix
Observing the characteristics of the platform layout of various types of enterprises, it is found that cross-platform operations have become the norm , among which the combination of official account + video account is the most common. Taking catering companies as an example, they are spreading the whole network through the new media matrix, using the WeChat ecosystem to accumulate users, combining the advantages of Xiaohongshu to grow grass, seizing the live broadcast bonus, and realizing potential energy through Douyin amplification.
03. Company matrix layout
Observing the multi-account matrix operation of enterprises on a single platform, the official account and video account are mainly concentrated in the basic people's livelihood industries, and the Doukuai is concentrated in the store model enterprises, Xiaohongshu and Bilibili are more trendy industries; cross-platform partial accounts The operating companies are mainly concentrated in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou; the automobile industry is the leader in the matrix layout .
2022 is a year of rapid development for the new media industry. The video account has become a popular communication platform, and Xiaohongshu has performed well in the long-tail effect of content . Current events and recreational content spread the fastest, while dry knowledge content has a strong long-tail transmission power. The audiences of different platforms are also different. Xiaohongshu and Bilibili mainly attract young audiences, Douyin mainly attracts middle-aged and young people, and Kuaishou is more inclined to seniors.
In terms of interaction effects, likes are dominant , but user interaction behaviors are also different . Xiaohongshu users like to bookmark, while video account users prefer to repost. In terms of content, diversified development is the trend. In the post-epidemic era, people pay more attention to the "sense of relaxation" in life , and the release of the epidemic has also stimulated the demand for tourism, prompting the release of "cloud tourism" content.
In terms of commercialization, brand capital has entered the new media industry, which has promoted the development and growth of commercialized content. Enterprises are also investing more in new media and trying to shift from traditional media to new media to meet changing consumer needs.
Looking ahead, the new media industry will continue to develop rapidly. In terms of technology, with the continuous advancement of 5G, cloud computing, artificial intelligence and other technologies, new media platforms will become more intelligent , and "digital intelligent people" with interactive capabilities will usher in more application scenarios. After the video platform, it will also bring more novel and interesting content.
In terms of commercialization, brands will pay more attention to the value of new media , and pass on brand image and product information to more audiences through better use of new media platforms. At the same time, new media platforms will continue to explore commercialization models, shifting from traffic monetization to content monetization.
In terms of content, new media platforms will continue to pursue diversified development and provide users with richer and more valuable content. At the same time, the new media platform will also focus on user experience and enhance user stickiness to enhance platform activity and user loyalty.
Generally speaking, the development prospects of the new media industry in the future are very broad. With the continuous advancement of technology and changes in user needs, new media platforms will continue to innovate and develop. At the same time, brands and enterprises will also pay more attention to the value and role of new media, and strengthen cooperation and exchanges with new media platforms to promote the continuous development of the new media industry.
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