On August 8, the Tokyo Olympics ended smoothly.
In the arena, the Chinese sports delegation won 88 medals in total and ended successfully.
Outside the stadium, as a rights-holding broadcaster of this Olympic Games and the world's first short video and live broadcast platform to participate in the broadcast of Olympic events, Kuaishou opened the "first year" of short video dissemination for the century-old Olympics.
Through a panoramic perspective, with more convenient, more real-time, and more dense diversified content, a new Olympic experience was created, and a "report card" leading the entire network was handed in.
As of August 8, the total number of Olympic-related works and topic videos on the Kuaishou platform has reached 73 billion, the total number of Olympic games on-demand broadcasts exceeded 5.59 billion, and the total number of internal interactions reached 6.06 billion.
Leading the first year of Olympic short video: full-time events on-demand + self-made content matrix
Looking back at the differences between this Olympics and the previous ones, there is a clear "ice and fire" trend in popularity-at the event site, most of the games are held in the form of empty stadiums completely without spectators; while in the event spread In the process, Kuaishou, who joined the lineup of Olympic rights-holding broadcasters for the first time, brought a new way and experience for the audience to watch the game, enhanced the fun of the game, enhanced the sense of interaction and participation of the public, and successfully set off a nationwide watching and chatting about the Olympics. New boom.
As a national-level short video live broadcast platform with 1 billion monthly active users worldwide, Kuaishou has made full efforts from the three dimensions of competitions, content, and gameplay. It has not only created a "24 hours" uninterrupted full-time event on-demand + diverse self-made Content + interesting Olympic knowledge live answering questions + creative magic watch and other interactive gameplay matrix, it also gathers 5 fast-hand signed Olympic national teams, 120+ popular stars, 30+ sports celebrities, and 200+ fast-hand big V-linked guests. , It presents every wonderful moment inside and outside the Tokyo Olympic Games in a panoramic view, injecting short video and live broadcast characteristics into the Olympic dissemination.
In terms of content, the multiple self-made programs launched by Kuaishou not only fully meet the needs of different types of viewers, but also provide new references and new ideas for future short video and live broadcast platforms to explore the content of PUGC self-made programs.
Among them, the information program "Old Iron!
"Good morning" allows the audience to quickly learn about the exciting Olympic events. The Tokyo Olympic live talk show "The Champion is Coming" satisfies the audience's demand for in-depth content. The big guest group watched and talked about the Olympic program "Big Olympics" in a relaxed way The content of daily events is presented in a panoramic format. The variety show "Olympic Grade One", where Olympic champions, popular stars, and fast players compete on the same stage, expands the boundaries of the Olympic audience with novel and interesting content.
The all-weather diversified content matrix created by Kuaishou platform during the Olympics has not only aroused high attention from Kuaishou users, but has also exploded topical discussions on other major platforms, helping the Olympic Games, the world's top sports event IP, to successfully open short videos and live broadcasts. door.
Kuaishou ascends the new C position in sports marketing: Join hands with top-level event IP + content interactive new gameplay
It is worth noting that this time Kuaishou joined the lineup of Olympic rights-holding broadcasters, not only in terms of communication channels, but also as a content distribution platform, but also formed large and small screen linkages with traditional live broadcast channels such as David TV and long video platforms to promote the spread of the Olympics. Reach a wider audience, build a new pattern of sports copyright ecology, and form complementary advantages and mutual empowerment with TV media in terms of content.
During the Olympics, the Kuaishou platform’s many high-quality short videos, self-made IP programs, and daily "Kaishou Hot List" content, with its advantages of strong timeliness, rich content, and high originality, were selected by Tianjin Satellite TV Sports Channel and Jiangsu Satellite TV Sports Leisure Channel. , Fujian Sports Channel, Shandong Sports Channel, Five-Star Sports, Voice of China Central Broadcasting and other major media when reporting Olympic-related content.
It can be seen that Kuaishou has also become an important output platform for Olympic original high-quality content.
In fact, before the Tokyo Olympics, Kuaishou, as the industry’s leading short video, live content community and social platform, already had a wide range of sports user groups. The platform sports content covered football, basketball, fighting, snooker, and racing. And many other categories, and with the CBA, America’s Cup and many other top sports event IP, continue to deepen the copyright operation of sports events, and create a more complete new ecological matrix of platform sports content.
At present, with short videos becoming a national-level application and Kuaishou has reached cooperation with many top event copyright owners, short videos are helping major events to increase exposure, increase volume, lower the barriers to appreciation of sports, improve audience interaction, and reach more mobile terminals. Multiple potential users, expand brand influence and commercial value, and promote the spread of sports events into a new era of short video.
In 2021, regarded by the industry as the "first year of short video Olympics", watching top sports events such as the Olympics through short video social media platforms such as Kuaishou is becoming a new normal. In 2022, the Beijing Winter Olympics, Qatar World Cup and other events are about to start, and Kuaishou, as the right-holding broadcaster of the 2022 Beijing Winter Olympics, is bound to further leverage the advantages of short video live broadcast platforms on the basis of successfully building the content dissemination of the Tokyo Olympics. , And join hands with top event IP to bring more new explorations and breakthroughs.