Moving the mature experience of WeChat ecosystem to the short-term video platform with rapid growth of middle-aged and old-age users will be a great opportunity for entrepreneurs in the future.

Editor’s note: This article is from WeChat public account “AgeClub” ( ID: AgeClub), authorZhou Chao, Liu Beini. Authorized to reprint.

WeChat and the current vibrato three years ago: a new bonus for middle-aged and old traffic

Every time a new media platform emerges, there is a huge opportunity to restructure the traffic landscape, and there will be a time lag between the middle-aged and older groups compared to young people entering the new platform. Mastering this tempo means more traffic for middle-aged and older users. Accurate grasp and realization.

In 2016, middle-aged and older people over the age of 50 began to enter the WeChat ecosystem, lag behind young people for about three years, and then entered an explosive growth phase. According to official WeChat data, in September 2016, WeChat users were only 7.68 million over 55 years old, and soared to 63 million in September 2018, a 7-fold increase.

Starting in 2017, various WeChat eco-entrepreneurial projects around the middle-aged and old-aged groups have repeatedly received large amounts of financing. For example, Le Teng has received 10 million Class A rounds of financing in 2017, and the US article has received 100 million yuan in 2018. Yuan B round of financing, small rice cakes received $25 million in financing in 2018…

The current short video platform is very similar to WeChat in 2016. The general view is that short videos are young people’s gadgets, and it is impossible to relate to the 50-year-old grandfather and aunt. It’s like we all think that WeChat is the home of young people in 2016. How can parents and relatives in the family play WeChat?

But from the data point of view, it has been shown that middle-aged and older people over the age of 50 are rapidly moving to short video platforms.

According to the “2019 China Network Audiovisual Development Research Report”, compared with the short video use behavior of users aged 50 and over in December and June 2018, the usage rate increased from 54.5% to 66.7%.

How to build a middle-aged and old-age network red? Explosive models of the development mode, status quo and opportunities of the elderly network red

from the age of short video usersIn view, the proportion of users over the age of 50 has risen from 6.5% to 11%, while users under the age of 20, 20-29, and 30-39 have shown a downward trend.

In other words, users over the age of 50 are becoming the main incremental segment of the short video platform.

1. The development of the old-fashioned network of the vibrato platform

There is a more direct evidence that middle-aged and old-age users are shifting to the short video platform. Since 2018, especially since the second half of the year, a large number of old-age nets have been born on the vibrating platform.

Of the 30 old vibrato network reds counted by AgeClub, 23 were launched in the third quarter of last year.

How to create a middle-aged and old-age network red? Explosive models of the development mode, status quo and opportunities of the elderly network red

And this year, the old vibrato network red began to explode.

  • “VK is not worrying”: On March 20 this year, the company started to vibrate. The first work released on the same day won 188,000 praises, and the works released on April 15th harvested 255.5. Wanzan.

  • The few grandfathers in the video are very fashionable and graceful, and they are very different from the Chinese grandfather in the public impression, forming a strong contrast. His works are also good at combining the image of the tallest men with the plots that encourage young people, causing emotional resonance.

  • “Fashion Grandma Group”: The operation of vibrato began on June 7 this year, and the first piece of work gained 119.4w praise. Its special feature is to add Chinese style elements to the clothing and use the batik process to promote the non-legacy batik culture.

  • “乐退族”: Since the registration of the vibrato in last year, the data growth has been slow. After the establishment of a professional short video shooting team, it has ushered in an explosive jump in the last two months, and has grown. More than 2 million.

  • “Aunt has Faner”: The work released on May 31 this year has won 171.7w praise, and the work released on June 21st by “Letuan” has won 222.4w praise.

  • Zhao Haiguo, the founder of the “Aunt has Faner” team, revealed that its shaking voice has been stopped for a while from the beginning of this year to May.