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"23 million people earned income on Kuaishou in the past year" and "the number of business orders from experts increased by 160% year-on-year in the first half of the year." Kuaishou disclosed a series of new data at the Photosynthesis Conference on August 27, and interpreted the traffic distribution mechanism for the first time. In the second quarter of 2024, Kuaishou's revenue increased by 11.6% year-on-year, and its adjusted net profit increased by 73.7% year-on-year. Content is the foundation, and business is auxiliary. Kuaishou and creators are looking for a path from content to commercialization, and further highlighting the role of private domain and social through products and algorithms. Founded 13 years ago, Kuaishou now has more than 40 million short videos "updated" every day. In such a big square, do cold-start creators still have a chance? How can mature creators break the bottleneck?

Full cycle boost

On August 27, Kuaishou explained a set of "full life cycle boosting mechanism" for creators from cold start to hot promotion. That is, in the cold start and volume guarantee stage, for the works that have passed the review, traffic will be provided to provide opportunities to prove themselves. After the volume guarantee stage, according to the real feedback of users on the content, the traffic pool will be boosted layer by layer until it is popular. In this process, Kuaishou will introduce the Kuaiyi big model to strengthen the understanding of user interests, so that the traffic given to the creator can be pushed more accurately to the people who are interested in him.

Data shows that after the introduction of large-scale model content understanding, the effective playback rate of videos pushed to users increased by 17%, and the long-playing rate increased by 15%. Under this mechanism, the proportion of new authors' works that achieved 50,000 playbacks within 2 days of release increased by 139%.

In terms of specific support directions, Kuaishou will focus on supporting categories such as "agriculture, rural areas and farmers", the second dimension, and useful content, and support content that is highly popular with users, has long-term consumption value and user stickiness.

According to data disclosed by Cheng Yixiao, founder, chairman and CEO of Kuaishou Technology, the number of creators with monthly income of over 10,000 yuan on Kuaishou increased by 14% year-on-year in the past year. More than one million content influencers began to try to bring goods, and the number of monetized influencers on Magnet Star increased by 327% year-on-year.

"In the final analysis, it is the difference between content-based e-commerce and shelf-based e-commerce. The content of short video live streaming platforms is the basis of commercialization. The two are mutually reinforcing. Both two-way movement and balance are very important." Li Jinqing, an analyst at BiDa, told the Beijing Business Daily reporter.

E-commerce tools

In the second quarter of 2024, Kuaishou's revenue was 30.975 billion yuan, a year-on-year increase of 11.6%; adjusted net profit was 4.68 billion yuan, a year-on-year increase of 73.7%. Revenue comes from three sectors: online marketing services, live broadcasting, and other services (including e-commerce), which account for 56.5%, 30% and 13.5% of revenue respectively. During the same period, Kuaishou's average daily active users increased by 5.1% year-on-year to 395 million, and the average monthly active users increased by 2.7% year-on-year to 692 million.

Taking e-commerce business as an example, Wang Jianwei, senior vice president of Kuaishou and head of the e-commerce and commercialization divisions, emphasized the importance of tools. Shopping groups and 10,000-person groups are tools that Kuaishou launched not long ago. Shopping groups are private domain operation tools launched by the platform for e-commerce anchors, and 10,000-person groups are special order-gathering methods that can help influencers quickly gather orders and sell popular products. Both tools can help anchors efficiently operate fans' private domains through preferential means.

Content-level tools can help creators better understand their growth stage and direction of efforts. Huang Mimi, head of Kuaishou's author and content ecosystem business, announced that they will release an author management tool called "User Likeability", which is a comprehensive consideration of the degree of users' likeability for authors. The core influencing factors are the author's content influence and platform activity. The first batch of high user likeability authors will receive a 12% traffic bonus from the platform, and the top high-likeability content will receive an additional 30% traffic bonus.

Beijing Business Daily reporter Wei Wei