Relying on the huge user volume and strong social relations, video number has attracted more and more content creators since the development of internal testing last year. At present, the content of video number is gradually diversified, and explosive works are constantly rising.
In order to gain insight into the industry trend, BaiZhun publishes the content nature according to the video number.It is divided into nine categories: maternal and child care, funny, food, fashion, cute pet, car, beauty, fashion and education. From the data dimensions such as the number of works played, the highest number of praises, and the number of works released, the August monthly list is launched.It is worthy of reference for content creators, brands and enterprises who intend to lay out video numbers.
Among them, the list of maternal and child care frequently explodes, and [Brother Xiao Ran is here] is a video to educate children to distinguish the trafficking tactics of traffickers, with a broadcast volume exceeding 100 million. [What about Huanjie’s parenting], [Zhu Liangya] and [GY Instructor] squeezed into the top three on the list, all of which produced videos with tens of millions of broadcasts.
In the August list,[What should I do about Huanjie’s parenting] is listed in the maternal and child parenting account TOP1, and a total of 32 works have been produced, with a total of 3,756 W broadcasts, 98w likes, 540,000 forwards and 1w comments.Among them, the video "Six secrets that 90% teachers don’t want to reveal, parents must know" ranked first with 8.89 million broadcasts.
Observing the video number of [What to do with Huanjie’s parenting], we can see that the account is mainly in the form of oral broadcast, focusing on educational issues and telling the truth in the tone of the host, making the image more professional.This kind of video is simple to make and low in cost, but its delicate and empathetic expression style points out the normal educational life of the public, which is easy to resonate with the audience and gain a sense of identity.
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[Zhu Liangya] With a monthly production of 3 works, the total broadcast volume of 4,000 W, the total likes of 26w, the total reposts of 140,000 and the total comments of 8,838 ranked second.Among them, the video "I don’t want to get up" ranks first with 2654w W.
[Zhu Liangya] The account can be described as low-yield and high-quality. In August, only three videos were produced, with the broadcast volumes of 2654w, 760w and 585w respectively.The content of the account runs through the family education and parent-child comedy, and the family of three is funny and interactive every day. It is displayed through situational performances, which makes the picture look interesting and attracts the attention of many fans.
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The third-ranked [GY Instructor] published 18 works and got 3999w total broadcast, 35w total likes, 24w total reposts and 1w total comments.Among them, the video "Teach children to learn to prevent this trafficker’s abduction trick! # Parent-child Time # Child Safety "ranked first with 3121w broadcast volume.
[GY Instructor] Set up a "Children’s Safety Officer" account to simulate various scenarios, restore various risks encountered by children in real life, and educate children on how to prevent infringement, abduction and fraud.This kind of content is vertical, which is quite educational for parents and children and can arouse high national attention.
It is worth noting that the total broadcast volume of [GY Instructor]’ s works mainly benefits from "teaching children to learn to prevent this trafficker’s abduction trick! "This video, other video numbers are scattered in two million broadcasts and several 10W＋+. This means that such accounts that get higher scores only by a high-volume video will fluctuate greatly in the ranking.
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[Brother Xiao Ran is here] This video won the highest broadcast volume, the highest praise and the most comments in August.The video mainly tells that children encounter traffickers and use their quick wits to escape safely, which is of practical educational significance.
Child trafficking has always been a heavy topic in society, and many parents are worried. How to educate children to identify traffickers’ tricks, in addition to words and deeds, can also easily guide children through short videos.
This kind of video captures the needs of social education and the pain points of parents, so it can attract a large number of users to watch and like it;The natural and exquisite acting skills of the little actor interpret the educational significance of the plot and attract users to praise it in the comment area.
[Brother Xiao Ran is here] ranked fourth in the list in August. With the help of fixed actors, the account can interpret various plots (resolving parents’ disputes, popularizing China’s culture and history, rejecting school bullying, and seeing through cheaters’ routines, etc.). The grounded and life-oriented expression is also easy to be favored by users, and it is easier to explode.
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Baizhun data also counts the data analysis of the number of works published by the creators and the number of works praised in the maternal and child care list in August.
Judging from the number of works released in August, the number of monthly releases is 11-20, followed by 1-10 and finally 21-30.
Judging from the number of works praised in August, 1-10W was the most praised, followed by 11-20W, and finally 21-30W.
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In the category of maternal and child rearing in August, the creators have different forms of content, such as sharing educational ideas and showing the daily life of parents and children through plots. For example, [Climbing vine mother has something to say] edit all kinds of educational short films twice to convey the educational purpose; [President Charlie] Create educational content, such as "Make rules before the age of 6, remember these three key points" and so on.
In addition to making efforts on short videos, many creators also bring goods through live broadcasts and hang books on education in video products.
Most of the maternal and child care accounts are vertical, which can provide parents with professional knowledge on child care. In addition, users in this industry are sticky and can easily gain the trust of users.
According to statistics, the size of China’s maternal and child market is expected to reach 3.25 trillion yuan in 2021. The maternal and child industry has the characteristics of high frequency purchase rate and high customer unit price, and has the natural advantage of being a private domain. Wechat ecology covers the main social positions of mothers and babies, gains traffic and trust based on content, and then leads to private areas to provide users with goods and knowledge services.
Many creators enter the video number, mainly optimistic about its social-based recommendation method, which is conducive to improving user stickiness. High-quality content output brings some cooperation in commercial advertising to creators; Some creators also choose to broadcast live with video number to realize the establishment and realization of private domain traffic pool.
Generally speaking, there is great commercial potential in the category of maternal and child rearing in the video number.
The following is the ranking of the current list, the data source is the Baizhun index, based on the Baizhun self-developed algorithm engine, according to the account numberHealth, growth, recognition, interaction and communication.Five latitudes, calculated comprehensively.
Baizhun-Monthly list of maternal and child parenting video numbers
What about the first Huanjie parenting?
Second place Zhu liangya
The third GY instructor
Fourth place, Brother Xiao Ran is here.
The fifth place is Jatropha curcas
The sixth climbing vine mother has something to say
Seventh place parenting decameron
Eighth place Wuwei xingzai
9 th you Ming Xiao mu
Tenth place steamed bread chubby duner
Eleventh place Lu Chihiro
Twelfth place plays with oranges.
Thirteenth triplet mother Shanshan
Fourteenth Zhuzhu Manual 520
Fifteenth Principal Charlie
Sixteenth Half-Blood _ Mina
Seventeenth Qiqi Ma talks about parenting.
The 18th Clothing Year Collection
Nineteenth, the father of six children
Twentieth, my name is Gao Zanzan.
This article is from WeChat WeChat official account "BaiZhun" (ID: znrank). Author: Anima, published by 36Kr with authorization.