Tik Tok's pan-knowledge content accounts for 2%

Tik Tok's pan-knowledge content accounts for 2%. When the bonus of short video traffic gradually disappears, different platforms such as bilibili, Aauto Quicker, Byte, Baidu and Zhihu are all looking for content that can continuously provide value to users, and Tik Tok's pan-knowledge content accounts for 2%. Pan-knowledge content plays 2% in Tik Tok. 1

On October 13th, the 221 Tik Tok Pan-knowledge Content Data Report (hereinafter referred to as "Report") was released. According to the report, the amount of pan-knowledge content broadcast on Tik Tok in the past year increased by 74% year-on-year. Pan-knowledge content has accounted for 2% of the total platform broadcast.

In recent years, a large number of all kinds of pan-knowledge creators have emerged in Tik Tok, and the number and consumption of knowledge-based short videos have increased significantly. Universal knowledge content is widely recognized by users, and one out of every five broadcasts is universal knowledge content. Last year, there were 1 million live broadcasts of pan-knowledge in Tik Tok.

At present, Tik Tok's extensive knowledge covers six categories: life skills, popular science, humanities and arts, education, sports and workplace.

Among them, life skills content is the most popular and the fastest growing, and popular science content is also rising rapidly. In the pan-knowledge content playback category TOP3, the life skill category ranks first; In the total video growth TOP3, the life skills category increased by 219%, ranking first; Popular science increased by 27%, ranking second. As of August 31st, 792 topics related to common sense of life have been broadcast over 1 million times in Tik Tok.

In the past year, popular science content developed rapidly in Tik Tok, and a large number of professional and interesting popular science creators emerged. Zhang Chenliang @ Infinitely Xiaoliang, the head of new media of Natural History Magazine, has grown more than 1 million fans in Tik Tok in the past year.

among all the popular science videos, the one with the highest praise comes from Dr. Cao, Department of Critical Care Medicine-"The news of sudden death keeps appearing, and it only takes six minutes to face cardiac arrest, teaching you real life-saving skills". In the video, Dr. Cao used 6 minutes to decompose and demonstrate the steps of cardiac resuscitation in family scenes, and got 2.73 million likes and 23, forwards.

The report shows that there are 1,259 colleges and universities in Tik Tok. Among them, Tsinghua University, Peking University and National University of Defense Technology are the three universities with the highest fans in Tik Tok. In the past year, Tsinghua University, Peking University, Tongji University, Fudan University and many other universities held live classes in Tik Tok, with a total of 12,58 live broadcasts and 73.92 million viewers. Among them, 199 shows were broadcast in Peking University and 131 shows were broadcast in Tsinghua University.

At the same time, more and more experts, scholars, professors and academicians have settled in Tik Tok to share their professional knowledge in various fields through short videos and live broadcasts, thus lowering the threshold for knowledge dissemination. Li Meijin, a professor of criminal psychology at People's Public Security University of China and vice president of China Juvenile Delinquency Research Association, shared his knowledge and ideas on parenting and education through Tik Tok, which attracted the attention of 2.14 million fans and won 8.39 million praises. Wang Pinxian, a marine geologist and academician of China Academy of Sciences, Li Yinhe, a researcher at the Institute of Sociology of China Academy of Social Sciences, and Dai Jianye, a professor at Huazhong Normal University, are also popular in Tik Tok.

In addition, the report also shows different people's preferences for pan-knowledge content. People in first-and second-tier cities prefer finance and economics, people in third-and fourth-tier cities prefer to watch parenting education, and people in fifth-and sixth-tier cities are more keen on art. Among them, Zhejiang people prefer to watch finance and economics, Guangdong people prefer law, Henan people prefer traditional culture, Northeast people prefer humanities, Fujian people pay more attention to parenting education, and Sichuan people prefer art.

Tik Tok said that in the future, we will continue to improve the construction of pan-knowledge content system, actively support and serve knowledge creators in various fields, and strive to promote universal knowledge so that every ordinary person can acquire knowledge equally. Tik Tok's pan-knowledge content plays 2%. 2 < P > In the past August and September, Aauto Quicker jointly launched the pan-knowledge talk show "New Knowledge and Sensibility". Baidu's good-looking video launched the self-made knowledge variety "Your life looks good"; Watermelon video online self-made talk show "Half Life", launched the original knowledge column of Chinese video. Since last year, a large number of pan-knowledge bloggers, such as @ Wizarding Finance, @ Li Yongle, a teacher of hard-core financial interpretation, and @ Dai Jianye, a professor of humanities and popular science, have also circled countless fans

. More and more users choose to use Internet video to learn. According to "cmnet Content Ecological Insight Report in 22", users' demand for popular science documentary increased, and the demand for knowledge-oriented and practical pan-knowledge content increased by 21% and 16.7% respectively.

when the short video traffic dividend gradually disappears, different platforms such as bilibili, Aauto Quicker, Byte, Baidu and Zhihu are all looking for content that can continuously provide value to users, and pan-knowledge content becomes the same choice: publishing traffic support plans, competing for creator resources, accelerating the layout of online exclusive pan-knowledge content around different platforms, and expanding the content form from UGC (user-created content) short videos to platform-made variety shows. According to industry insiders, for the Internet platform, pan-knowledge video can retain users for a long time and play the long tail effect, which has become a new traffic entrance that has attracted much attention after pan-entertainment video.

knowledge labels of "rushing to the beach" on various platforms

From personal success criteria, health anxiety to advanced consumption, Shen Yifei, associate professor of sociology at Fudan University, Fu Peng, chief economist of Northeast Securities, Yang Tianzhen, CEO of Yixin Entertainment, and others took turns to take the stage to convey expert opinions and academic concepts to the audience in the form of talk show+debate. In September this year, Aauto Quicker and Xiaoguo Culture jointly launched a pan-knowledge talk show "New Knowledge and Sensibility" which was broadcast live in Aauto Quicker.

"Pan-knowledge has become one of the fastest growing content categories in Aauto Quicker this year." The relevant person in charge of Aauto Quicker told Variety Daily. According to the semi-annual report of Aauto Quicker Content Ecology in 221, the top five categories of videos on the platform for more than 6 seconds are: law, science, finance, information and history. In order to add more extensive knowledge content, the platform launched a large-scale live broadcast of "Aauto Quicker New Knowledge Broadcasting" in June this year, linking 1 knowledge cafes, more than 1 professional organizations, and more than 1, Aauto Quicker knowledge anchors to launch tens of thousands of live knowledge broadcasts; The live variety "New Knowledge and Sensibility Association" is another attempt by Aauto Quicker to exert his knowledge content. With the help of the popular talk show form, it promotes the popularization, popularization and value of knowledge.

The relevant person in charge of Tik Tok told the reporter of Variety Daily that by June 221, there were more than 32, knowledge creators with over 1, fans in Tik Tok, and more than 15 million knowledge videos were released. "With the help of the platform's dou knowledge plan, knowledge creators, home spring festival knowledge and other plans and activities, multi-field and multi-directional knowledge creators have emerged on the platform." For example, Professor Dai Jianye, a professor of ancient literature at the College of Literature of Huazhong Normal University, moved university classrooms to Tik Tok through live broadcasts and short videos to help popularize general education; @ 京京京京京京京京京京京京京京 took 2.57 million people to visit the Forbidden City in Tik Tok; @ The commentator who loves Mogao Grottoes lets netizens feel the profoundness of Dunhuang culture at close range; The popular science daily of @ Infinitely Xiaoliang, deputy editor-in-chief of Natural History magazine and popular science author, makes the public understand the charm of science in an easy-to-understand way.

Watermelon video, which belongs to the byte system in Tik Tok, has launched support programs and operation activities in the past year, such as movable type program, Chinese video partner program, ten lectures on new knowledge, and watermelon doctor group, to encourage the production of high-quality knowledge Chinese video.

bilibili is one of the earliest emerging video platforms in the field of knowledge video. The relevant person in charge of bilibili told the reporter of Variety Daily that in addition to the regular support and training programs such as the platform's new star plan, creative incentive plan and creative academy, bilibili Knowledge Zone also held various targeted content operation activities according to the characteristics of knowledge videos. For example, the "knowledge sharing officer" provides knowledge creators with a million yuan bonus and hundreds of millions of traffic support to attract new people to settle in. "bilibili pays more attention to the precipitation of content as a whole, so it will focus on combining support policies with the guidance of content direction and the encouragement of high-quality content." The relevant person in charge of bilibili introduced.

Zhihu has opened a video portal "Knowledge Zone" on the homepage, providing hundreds of millions of exposure traffic resources, and launched a video creator recruitment plan to recruit video creators in the fields of popular science and humanities, e-sports games, science and technology digital, life and entertainment, etc. for the whole network, aiming at converting more extensive knowledge graphic content in Zhihu into video content.

in April this year, Baidu's good-looking video launched the "light knowledge plan" for the pan-knowledge field, and announced that it invited 1 famous artists and 1, industry experts to settle in the good-looking video. In August of this year, the good-looking video launched the self-made knowledge variety "Your Life is Good-looking" to discuss social hot topics such as social fear, newcomers in the workplace, and love in the next year. In March of this year, Tencent's Microvision launched the Snowball Program to encourage MCN institutions to recruit new talents and promote talents to create content. "Content creators of pan-knowledge popular science videos" is one of the key recruitment targets.

Pan-knowledge content brings more long tail effects

From the layout plans of major platforms, it can be seen that traffic tilt, cash incentives, creative and operational guidance are the basic strategies for attracting knowledge creators to settle in. Why do short and medium video platforms invariably focus on the pan-knowledge field? Behind it is the' urgent appeal of each platform to find new growth points.

According to the Research Report on the Development of Network Audiovisual in China in 221, by December 22, there were 873 million short video users in China, and users spent an average of 2 hours watching short videos every day. Although platform advertising, live e-commerce and other monetization modes have made the ecosystem of short video more and more perfect, it is also a fact that major video platforms have to face that short video users' dividends have almost "peaked".

Peng Lan, a professor at the School of Journalism and Communication, China Renmin University, believes that short video platforms have experienced explosive growth and are gradually entering a "new development stage" with a long history. How to open up new content growth points and create new content features? Pan-knowledge content is one of the most inclusive, extensive and easily linked industries. Compared with pan-entertainment content, knowledge content not only has a longer life, but also can bring more long tail effects.

"We have made a questionnaire survey to more than 2, users in the station, and as many as 89% of users are very willing to accept the extensive knowledge content. In the past, Aauto Quicker's live broadcast content was more entertaining, and it tended to show and sell goods. When knowledge content was supplied and supplemented, users could receive knowledge content while shopping for leisure, and even solve their own problems in a targeted manner through live broadcast, which enriched the user experience. " When talking about the layout of knowledge-based content, the relevant person in charge of Aauto Quicker said that pan-knowledge-based self-made programs can enrich the content supply in the station and provide more exquisite live content.

In the speech on the 12th anniversary of the founding of bilibili on June 26th this year, Rui Chen, Chairman and CEO of bilibili, mentioned that "at present, the general knowledge content accounts for 45% of the total video broadcast on all platforms in bilibili. In the past year, 113 million users studied in bilibili, which is more than three times the number of college students in China. " It is understood that in the past year, the five fastest-rising content categories in bilibili were social sciences, humanities, emotions, animal circles, food and popular science. Among them, the broadcast volume of popular science content grew fastest, reaching 1994%.

The relevant person in charge of bilibili told the reporter of Variety Daily that the platform is constantly adding more codes to knowledge videos to meet users' demand for content consumption. "bilibili is a cultural community of young people, which determines that bilibili's attitude towards content is user-oriented. Specifically, the predecessor of bilibili's "Knowledge Zone" is the "Science and Technology Zone", which was born because many users have the demand for digital science and technology content, thus promoting UP to produce related content. The birth and growth of the' knowledge zone' also follows this law. "

The platform "playing style" has its own advantages

bilibili, who is oriented to young users of generation Z, is more inclined to popular science, health, psychology, workplace and study that young people like in the field of knowledge. In fact, knowledge content was not bilibili's main field at first, but due to the good atmosphere of the platform and the strong interest of young users, bilibili's "knowledge zone" has grown rapidly in the past few years. In the atmosphere of spontaneous gathering of users, bilibili is also keenly aware that this is its unique advantage that distinguishes it from other platforms. Subsequently, bilibili came forward to support and contributed to the current complementary situation.

Good-looking videos are more oriented to practical fields such as education and medical care. Good-looking video is more like the assistance of Baidu graphics and text, and it is also related to Baidu's pan-knowledge products such as Baidu Search, Baidu Experience, Baidu Encyclopedia and Baijiahao.

The extensive knowledge content on Aauto Quicker platform is diversified. Academician Ouyang Ziyuan settled in Aauto Quicker in May this year, and his live broadcast of lunar exploration knowledge was watched by more than 4 million people. Yu Dan, who talks about traditional culture, has nearly 3 million viewers in a single live broadcast, and has 5, fans in a month. Lawyer @ Chaoyang, who has more than 1 million fans, provides free legal advice to more than 3, people through live broadcasts of Lianmai and private letters every year; Wang Junfeng (@ Fengge said education), who has published many parenting books, has taught parents how to communicate with their children through live broadcast, and has accumulated 6.5 million fans. In addition to encouraging knowledge creators to solve practical problems for the "old irons" in the live broadcast room, Aauto Quicker also actively develops platforms for self-made knowledge content. "Considering that users of the Aauto Quicker platform can be interested and have a * * * voice, we must find some issues that everyone cares about to discuss, so the choice of topics will not be particularly academic. However, in the process of expounding the topic, knowledge guests will definitely be interspersed with some knowledge points. " Song Qing, director of Aauto Quicker's pan-knowledge talk show "The New Knowledge Society", told reporters.

how can "knowledge" be realized?

for content creators, the realization modes of pan-knowledge content mainly include commercial cooperation, product placement, live broadcast with goods, and knowledge payment. At the level of realization, all platforms are also actively looking for more channels suitable for pan-knowledge.

in April, 221, Tik Tok e-commerce launched the social value project "Rich Knowledge Plan", hoping to provide professional training, special activities and other support for content creators from different fields, such as books, clothing, maternal and child, digital, food, etc., by relying on its advantages in content, technology and traffic, so as to help creators realize their cash and meet the needs of users.

Good-looking videos focus on the concept of "frame video", that is, adding links to video key frames. Through "key frames", creators can hang goods in videos, open paid columns, and promote soft texts. Good-looking videos try to get through text, pictures, search, e-commerce and other fields to achieve linkage.

According to the relevant person in charge of bilibili, at present, the ways to realize knowledge content on bilibili mainly include business cooperation, live broadcast, creative incentive, charging plan, etc. Among them, bilibili's "classroom" business, that is, paid courses, is a distinctive way to realize the knowledge-based UP owners. In the study area of bilibili, users can see head creators including Luo Xiang, Dai Jinhua and Shen Yi.