The general knowledge content of Tik Tok accounts for 20%.

The general knowledge content of Tik Tok accounts for 20%.

The general knowledge content of Tik Tok accounts for 20%. When the short video traffic dividend gradually disappears, different platforms such as Bili Bili, Aauto Quicker, ByteDance, Baidu and Zhihu are all looking for content that can continuously provide value to users. The general knowledge content of Tik Tok accounts for 20%.

Tik Tok's pan-knowledge content broadcast volume is 20%11June13rd, and the 202 1 Tik Tok Pan-knowledge Content Data Report (hereinafter referred to as the Report) was released. According to the report, the amount of pan-knowledge content played on Tik Tok increased by 74% year-on-year. Pan-knowledge content has accounted for 20% of the total broadcast volume of the platform.

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. The knowledge content of the whole people is widely recognized by users, with an average of 1 play every 5 times. Last year, Tik Tok had 1 10,000 pan-knowledge live broadcast.

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

Among them, the content of life skills is the most popular and the fastest growing, and the content of popular science is also rising rapidly. In the pan-knowledge content playback category TOP3, the life skill category ranks first; Among the total video growth TOP3, the life skills category increased by 2 19%, ranking first; Popular science increased by 207%, ranking second. As of August 3 1, 792 topics related to common sense of life have been played over 1 100 million times in Tik Tok.

In the past year, popular science content has developed rapidly in Tik Tok, and a large number of professional and interesting popular science creators have emerged. Zhang Chenliang @ Infinite Liang Xiao, the head of new media in Natural History magazine, has more than10 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 from the Department of Critical Care Medicine-"Sudden death news 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 won 2.73 million likes and 230,000 forwards.

According to the report, there are 1259 universities in Tik Tok. Among them, Tsinghua University, Peking University and National University of Defense Technology are the three universities with the highest number of Tik Tok fans. In the past year, Tsinghua, Peking University, Tongji University, Fudan University and other universities held live classes in Tik Tok, with a cumulative live broadcast of12,580, with an audience of 73.92 million. Among them, Peking University started broadcasting *** 199 games, and Tsinghua University started broadcasting * * *13/game.

At the same time, more and more experts, scholars, professors and academicians have settled in Tik Tok, sharing 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 1.4 million fans and won 8.39 million praises. Wang, 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 very popular.

In addition, the report also shows the preferences of different groups of people for pan-knowledge content. People in first-and second-tier cities prefer finance and economics, people in third-and fourth-tier cities prefer watching parenting education, and people in fifth-and sixth-tier cities are more keen on art, among which Zhejiang people prefer watching 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 popularize knowledge so that everyone can acquire knowledge equally.

The general knowledge content of Tik Tok accounts for 20%. In the past August and September, Aauto Quicker joined forces with Laughter Culture to launch the pan-knowledge talk show "New Knowledge Society"; 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 science teacher, and @ Dai Jianye, a humanities professor at Huazhong Normal University, have been numerous.

More and more users choose to use Internet video learning. The Report of cmnet Content Ecology Insight in 2020 shows that users' demand for popular science documentaries has increased, and the demand for knowledgeable and practical pan-knowledge content has increased by 2 1% and 16.7% respectively.

When the short video traffic bonus gradually disappears, different platforms such as Bili Bili, Aauto Quicker, ByteDance, Baidu, Zhihu, etc. are all looking for content that can continuously provide value to users. Pan-knowledge content has become a constant choice: publishing traffic support plans, competing for creators' resources, dividing online exclusive pan-knowledge content into different platforms to accelerate the layout around the pan-knowledge content, and the content form has also expanded 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 a long tail effect, becoming a new traffic portal that has attracted much attention after pan-entertainment video.

Knowledge label of "beach rushing" on each platform

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, and Yang Tianzhen, CEO of CreditEase Entertainment, took turns to take the stage to convey expert opinions and academic ideas to the audience in the form of talk show and debate. In September this year, Aauto quickless and Xiaoguo Culture jointly launched a pan-knowledge talk show "New Knowledge and Perception", which was broadcast live on Aauto quickless, and invited six guests and professionals to express their views on current hot topics.

"This year, general knowledge has become one of the fastest growing content categories in automatic cars," the person in charge of Aauto told Variety Daily. "202 1 Aauto's semi-annual report on faster content ecology" shows that the top five categories of videos over 60 seconds on this platform are: law, science, finance, information and history. In order to increase more extensive knowledge content, the platform launched a large-scale live broadcast of "Aauto Faster New Knowledge Broadcasting" in June this year, linking 100 knowledge cafes, 100 professional organizations, and 1000 faster knowledge anchors to launch tens of thousands of live knowledge broadcasts; The live variety "The Relationship between New Knowledge and Perception" is another attempt by Aauto to play the knowledge content faster. Promote the popularization, popularization and value of knowledge with the help of popular talk shows.

The relevant person in charge of Tik Tok told the reporter of Variety Daily that as of June, 20021year, Tik Tok had more than 320,000 knowledge creators with over 10,000 fans and released more than 654.38+0.5 billion knowledge videos. "With the help of the platform's dou knowledge plan, knowledge creators, going home for the 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 School of Literature, Huazhong Normal University, moved the university classroom to Tik Tok through live broadcasts and short videos to help popularize general education; @ 丫丫丫丫丫丫丫丫丫丫丫丫丫丫𰶯𰶯𰶯𰶯𰶯20011 @ The commentator who loves Mogao Grottoes lets netizens feel the profoundness of Dunhuang culture at close range; Liang Xiao Science Daily, deputy editor-in-chief of natural history magazine and popular science author, lets the public know the charm of science in an easy-to-understand way.

Watermelon video, which belongs to the Tik Tok byte system, has launched support programs and operational 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 Chinese videos.

Billie Billie is one of the earliest video platforms in the field of knowledge video. The relevant person in charge told the reporter of Variety Daily that in addition to the regular support and training programs such as the platform's new star program, creative incentive program and creative college, the 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. "As a whole, we pay more attention to the precipitation of content, so we will pay attention to combining support policies with the guidance of content direction and the encouragement of high-quality content." The relevant person in charge introduced.

Zhihu 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, humanities, e-sports games, digital technology, life and entertainment for the whole network, aiming at transforming the wider knowledge graphic content in Zhihu into video content.

In April this year, Baidu Watch Video launched the "Light Knowledge Plan" in the pan-knowledge field, and announced that it invited 100 famous artists and 10000 industry experts to settle in Watch Video. In August of this year, 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 coming year. In March this year, Tencent Microvision launched the Snowball Program to encourage MCN organizations to recruit new talents and promote talents to create content. "Pan-knowledge popular science video content creator" is one of the key recruitment targets.

Pan-knowledge content brings more long tail effect

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

According to "20021China Network Audio-visual Development Research Report", by the end of 2020, 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 short video ecosystem more and more perfect, the major video platforms have to face the fact that the short video user bonus has almost "peaked".

Peng Lan, a professor at the School of Journalism and Communication of China Renmin University, believes that short video platforms have experienced explosive growth and are gradually entering a "new development stage". 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 brings more long tail effects.

"We have done a questionnaire survey of more than 2,000 users in the station, and as many as 89% of users are very willing to accept pan-knowledge content. In the past, Aauto Quicker's live content was more entertaining and more inclined to show and sell goods. When knowledge content is supplied and supplemented, users can receive knowledge content while shopping at leisure, and even solve their own problems through live broadcast, enriching the user experience. " When talking about the layout of knowledge content, the relevant person in charge of Aauto Quicker said that pan-knowledge self-made programs can enrich the content supply in the station and provide more exquisite live content.

In the speech on the anniversary of the establishment of 12 on June 26th this year, Rui Chen, chairman and CEO of Billie Billie, mentioned that "at present, the general knowledge content accounts for 45% of the total video broadcast on all platforms of Billie Billie. In the past year,1.1.300 million users studied in Bali, more than three times the number of college students in China. " It is understood that in the past year, the five fastest-growing content categories are social science, humanities, emotion, animal circle, food and popular science. Among them, the broadcast volume of popular science content increased the fastest, reaching 1994%.

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

The platform "gameplay" has its own merits.

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

Good-looking videos are more oriented to practical fields such as education and medical care. Good-looking videos are more like the assistance of Baidu graphics and texts, and are also related to Baidu's pan-knowledge products such as Baidu search, Baidu experience, Baidu encyclopedia and Baijiahao.

The pan-knowledge content on Aauto's faster platform is diversified. Academician Ouyang Ziyuan moved into Aauto more quickly in May this year, and his knowledge of lunar exploration was watched live by more than 4 million people. Yu Dan, who talks about traditional culture, has nearly 3 million viewers in a single live broadcast and 500,000 fans in a month. Lawyer @ Chaoyang, who has more than 10 million fans, provides free legal advice to more than 3,000 people every year through live broadcasts and private messages. Wang Junfeng (@ Fengge said education) has published many parenting books, taught parents how to communicate with their children through live broadcast, and 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 a platform for self-made knowledge content. "Considering that users of the Aauto Quicker platform can be interested and have the voice of * * *, we must find some issues that everyone cares about to discuss, so the topic 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 the pan-knowledge talk show "New Knowledge Society" in auto channel, told the reporter.

How to realize "knowledge"?

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

In April of 20021,Tik Tok e-commerce launched the social value project "Knowledge Enrichment 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 and so on, and help creators achieve their goals and meet the needs of users by relying on their own advantages in content, technology and traffic.

Good-looking video focuses on the concept of "frame video", that is, adding links to key frames of video. Through "key frames", creators can hang goods in videos, set up 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, at present, the realization paths of knowledge content in Miley mainly include business cooperation, live broadcast, creative incentives, and charging plans. Among them, the "classroom" business, that is, paid courses, is a distinctive way to realize the knowledge-based UP owners. In the learning area, users can see that head creators including Luo Xiang, Dai Jinhua and Shen Yi all have their own paid courses. In order to open up all aspects of knowledge realization, In addition, the official business cooperation platform between UP owners and brand owners-BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BB B BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB BBB

In fact, as early as 20 16, the gale of the first year of "knowledge payment" blew to many platforms such as Get, shell, Himalayan FM and Fandeng reading club, but after the blowout development, it returned to the "cooling-off period" because of the difficulty in realizing business. Emerging knowledge video creators may also fall into the bottleneck of previous knowledge payment.

"Pan-knowledge short videos are similar to knowledge payment. It is difficult to find enough paying users. At present, we can only rely on platform subsidies and advertising to survive. " Wang Chao, founder of Yuan Wen think tank, believes that short videos with large traffic need to attract users in the shortest time, and short videos with wide knowledge can easily fall into the misunderstanding of making gimmicks, ignoring the real gold content of knowledge.

In addition, the serious homogenization of content is also the weakness of pan-knowledge video creation, with the same topic, similar views and few high-quality content. Zhang Yi, CEO of Ai Media Consulting, analyzed that "the content that is shoddy, hyped with the trend and lacks scientific basis is very common, which has a big gap with users' expectations, thus creating trust risks. Products lacking trust, whether adopting membership model, advertising model or other value-added models, are difficult to achieve a virtuous circle. "Therefore, the key to pan-knowledge video competition is the quality of content, and how creators can ensure depth, visibility and long-term continuous output.