In the exact same time of speedy development, the short video market also received high attention from public opinion in 2017. In line with Sina Public Opinion Big Information public opinion analysis, in 2017, the general popularity index of your brief video industry was 49.33, along with the quantity of details related to the entire network was 186 million, of which 182 million had been Weibo messages, accounting for 98.20%, as the key facts. source.
Second shot leads 2017 brief video platform recognition list
In 2017, the second-shot online broadcast recognition index was 32.31, major other quick video platforms, Kuaishou, Meipai, Pear Video, Douyin, Faceu Jimeng, Xiaocaxiu, Xiaoying, Phoenix Video, and Volcano Little Video. Rear.
Second Shot can be a item of Science and Technology. In 2013, Sina Weibo invested in technology. Second Shot became the only export of short videos around the Sina Weibo platform. Weibo also became the key drainage channel for Second Shot. Together with the big website traffic benefit of Weibo, the amount of facts on Weibo in 2017 was 127 million, which was significantly higher than other quick video platforms. The amount of Weibo topics # 秒 拍 # reached 177.9 billion, and the reputation of seconds in the entire year was even It is greater than traditional video platforms for instance Youku, Tencent Video and iQiyi.
Though the second shot includes a clear advantage more than other brief video platforms in 2017, from a quarterly point of view, the brand reputation in the second shot has declined in 3 consecutive quarters in 2017, and it has dropped by 30.90% inside the fourth quarter. The sharp decline in the reputation of second shots may be associated for the shake from the monopoly position around the Weibo platform. On October 31, 2017, the brief video platform “Cool Power”, which was wholly-owned by Sina Weibo, went online. Second Shot is no longer the only export of Sina Weibo ’s brief videos, which can be also the “binding” of Sina Weibo and Second Shot. damaged SD card recovery have already been launched for the initial time in more than two years.
Compared with all the second shot, the brand recognition of Kuaishou and Douyin enhanced substantially in each and every quarter in 2017. Through the period from Q2 to Q4, the network transmission heat index accomplished a chain growth, plus the network transmission heat index of Q2 and Q3 enhanced more than the chain. It reached 929.72% and 167.28%.
The fast improve in rapidly hands and vibrato also appeared in 2018. According to https://nutsort06.edublogs.org/2020/06/04/ps-forbid-pop-up-window-video-ps-profile-missing-video-ps-colour-configuration-setting-video-ps-color-profile-video/ of Sina Public Opinion, throughout the period from January 1 to February 26, 2018, the second-shot network transmission reputation index was 17.52. Although it nevertheless leads other short video platforms, the brand popularity has dropped by 52.98% year-on-year. In 2018, Douyin's network spread popularity index was 11.37 and 11.07, which improved by 466.47% and 15549.86% compared together with the same period of final year. The gap between the two and the second beat has been substantially reduced. Under we are going to concentrate on analyzing the brand communication of Kuaishou and Douyin in 2017.
2017 fast player anchor grabbed the spotlight
Douyin exciting star marketing
In 2017, the level of information and facts about Kuaishou within the entire network was eight.9363 million, of which 8.317 million have been Weibo messages, which was the main source of facts. Based on public opinion monitoring, as might be noticed from the graph from the details volume of the fast-hand network in 2017, in 2017, the information trend of the fast-hand network has gradually enhanced, and there have been multiple peaks of facts trends.
As outlined by Sina's public opinion evaluation, it truly is located that the fluctuation of the fast-hand information and facts trend on the entire network in 2017 is largely related to the platform's anchor. On May 19, 2017, an anchor of Kuaishou held a sweepstakes on Weibo to celebrate the amount of fans surpassing 700,000, which triggered widespread participation by netizens; on July 20, due to a scolding battle throughout the reside broadcast, Quite a few internet celebrity anchor accounts have been blocked, causing public interest; on November 20 and December 17, the relevant anchor voting activities on the Weibo platform attracted substantial participation of netizens, causing two trends to appear on the swift trend of the entire network information and facts chart. peak.
Like Kuaishou, Douyin's network-wide credibility in 2017 also climbed steadily, and there had been quite a few peaks during the period. But in contrast to the fast-handed anchors who grabbed the spotlight, the peak of Douyin's network-wide facts trend in 2017 was virtually driven by star advertising activities.
On August 16, 2017, @ 大 张伟 posted on Weibo a quick video shot with Douyin, which was reposted more than 67,000 instances, and the variety of comments and likes reached 11,000 And 36,000 times; on September 5th, the short video of Douyin posted on Weibo by @ 周 笔 畅 also gained wide focus from netizens. The Weibo was reposted more than 100,000 times, along with the number of comments and likes exceeded 1 respectively Ten thousand times and twenty thousand instances.
On September 18th and October 16th, Douyin's official Weibo “Weiyin Campus New Singing” activity Weibo once once again attracted the attention of public opinion, plus the two Weibo reposts had been about 20,000 instances.
On November 13, the quick video Weibo posted by @ 任嘉伦 Allen was reposted more than 310,000 instances, along with the extensive participation of netizens created the volume of data around the entire network of Douyin reached the highest peak in the year.
Ren Jialun's Weibo also brought a great brand communication impact for Douyin. According to deleted SD card recovery of Sina Weiyi's @ 微 分析 massive information analysis, the Weibo forwarding level is six layers, covering more than 12 million men and women. Ren Jialun's fan help The group is the core communicator of your Weibo.
Jiangsu, Guangdong, Henan, Zhejiang, and Sichuan will be the most important sources of forwarders, and male netizens account for almost 60% of your forwarders. The comment group of this Weibo is dominated by female netizens, accounting for 87.99%, with Jiangsu, overseas, Sichuan, Guangdong and Zhejiang as their primary sources.
'Star', 'entertainment', 'food', 'tourism' and 'funny humor' will be the common interest labels on the reviewers.
Variety of layouts, swift hands and vibrato have diverse communication effects
In 2017, Kuaishou and Douyin place on numerous selection shows for brand promotion and promotion. Based on the significant information evaluation of Sina Public Opinion, amongst the ten wide variety shows primarily played by Kuaishou, 'Three Yards' and Kuaishou were talked about the most in the very same time in the program broadcast cycle, using a total of 36,000 pieces of connected info. Furthermore, 'Birth of Actors', 'Happy Camp', 'Sound inside the Circumstance', 'Sons of Tomorrow' and Kuaishou were described more than once, and also the quantity of relevant information exceeded 20,000.
The number of instances the brand and assortment show are talked about in the similar time can reflect the public opinion triggered by the brand right after the implantation to a certain extent. It may be observed that Kuaishou's placement in the above five applications has received specific public opinion interest.
Among the key ten variety shows that Douyin participated in brand promotion, based on Sina Wei public opinion huge information evaluation, during the broadcast from the system, 'College Students Are Coming' and Douyin were mentioned the most instances at the same time. There were 68,600 entries. 'Hip Hop in China' ranked second, with 29,one hundred pieces of associated details. 'Happy Base Camp', 'Tiantian Shang Shang' and Douyin have been also mentioned more than ten,000 instances.
In 2017, both Kuaishou and Douyin made use of 'Happy Camp' for brand promotion. On August 19, Douyin made its debut in 'Happy Camp', and on November 25, Kuaishou became the chief partner of 'Happy Camp'. In line with the analysis of Sina micro-public opinion huge information, 24 hours following Kuaishou and Douyin produced their initially appearance in 'Happy Camp', the brand's popularity has been enhanced, but Douyin's public opinion has turn out to be a lot more noticeable. 49.17%, the brand reputation of rapidly hands improved by 11.64% month-on-month.
From the above analysis, we can see that while the brief video sector became a darling of capital in 2017, additionally, it gained the interest of public opinion, with practically 200 million pieces of info throughout the year. Relying on its targeted traffic benefit around the Weibo platform, Second Shot leads the other short video platforms in each the 2017 and 2018 Web Popularity Index. In terms of enhancing the influence of brand public opinion communication, Kuaishou and Douyin have fantastic performances. By interacting and advertising and marketing on Weibo platforms about topics and celebrities, plus active investment in different range shows, the brand popularity from the two In each and every quarter of 2017 and 2018, there was a sizable development.
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