Be excited.
According to the “2020China Mobile Internet Content Ecological Insight Report”, epidemic After that, the audience’s attention to serious content such as science documentary and news facts increased by an average of 16.7%. The content of life also increased, and the entertainment direction showed a slight decline.
Furthermore, a large number of epidemic-related popular science videos ran out during the epidemic, and a large number of users were given behavior guidance in a short period of time, and users’ content consumption habits for knowledge popular science videos were established. For example, the popular science video “All About New Coronary Pneumonia” produced by Paperclip has more than 100 million views on the entire network.
In addition, there are also light knowledge fields such as workplace education and broadening horizons, which also have a lot of room for growth in the future.
Which one of the major video platforms has the better chance?
In the latest “2020 China Online Audiovisual Development Research Report”, as of June 2020, the number of online audiovisual users in China has exceeded 900 million, and the utilization rate of Internet users is 95.8%. The number of short video users has exceeded 810 million. It can be seen that traffic can no longer determine everything on the short video track.
So, who is most likely to run out of B stations, Zhihu, Toutiao and Baidu, which bet on pan-knowledge videos? The author takes you to discuss the advantages and disadvantages of each.
First of all, for Toutiao, Douyin, Douyin Volcano, and Douyin Extreme Edition, today Toutiao has formed a complete “short video” product matrix. The advantage is that it has a huge user base and relies on pan-entertainment short videos. Continue to harvest traffic, but the shortcoming is also obvious, that is, there is no accumulation of knowledge.
However, with the continuous hard work of the byte system, preliminary results have also been achieved. At present, the number of knowledge creators with over 10,000 fans on its Douyin platform has reached 90,000. The old opponent “KaiShou” is also expanding the knowledge map, according to the “KaiShou knowledge social ecology The report shows that the total number of Kuaishou knowledge content creators has exceeded 540,000, and the amount of knowledge short video content created is nearly 120 million.
Station B is the first video platform to emerge in knowledge videos. As early as the fourth quarter of 2019, the platform supported content creators such as @巫师经济, @罗翔说刑法, @硬核的半佛仙人. In 2019, the number of learning UP hosts at station B increased by 151% year-on-year, and the number of learning video playback increased by 274% year-on-year. In 2019, the number of viewers of pan-knowledge learning content exceeded 50 million
The data of station B shows that station B is already the platform with the highest reserve of learning videos in China. Moreover, medium-length videos have always been a feature of Station B, and now they are constantly expanding the types of knowledge. With the success of Station B “breaking the circle”, knowledge videos will flourish in the future.
Zhihu has always occupied a leading position in the field of popular science content communities in China, but the disadvantage is that video content is relatively weak in the entire ecology. It is still unknown whether the advantages of graphics and text can be turned into video advantages.
Baidu’s advantage is that it has a deep accumulation of knowledge. After all, it has been deeply cultivated in knowledge services for 20 years. Coupled with Baidu’s understanding of user search needs and the ability to distribute AI technology information, it can make knowledge videos. It is unique for Baidu.
But Baidu is a bit weaker in terms of video. Baidu’s entry of short videos was relatively late. There are currently only a few short video platforms available. For example, due to the tilt of traffic, as of September 2020, the number of creators of the video platform has exceeded one million. The number of active original authors has increased by 300%, the vertical knowledge video content serves users 300 million times a day on average, and the cumulative total video production exceeds 20 million. The construction of the platform’s pan-knowledge content ecosystem has begun to take shape.
Compared with other short video products, Baidu invests more in knowledge videos. At present, Haokan Video has fully opened up the Baidu traffic matrix, and the video content can be simultaneously distributed to Baidu products such as Baidu APP search and information flow, Xiaodu speakers, Baidu Tieba, Baidu Know.
In addition, Baidu also relies on acquisitions and