On October 13, the "2021 Douyin Pan Knowledge Content Data Report" (hereinafter referred to as the "report") was released.
The report presents data and information such as the development status of pan-knowledge content on the Douyin platform, the performance of pan-knowledge creators, and the preferences of local users for pan-knowledge content in the past year.
The report shows that the pan-knowledge content on Douyin has grown rapidly in the past year, with a year-on-year increase of 74% in playback volume, making it one of the most popular content among users.
Among them, life skills content is the most popular, and popular science content is rising rapidly.
The broadcast volume of pan-knowledge content has accounted for 20% of the total broadcast volume on the platform, and Douyin has become an important platform for knowledge dissemination.
Life skills content is the most popular, and popular science is on the rise
In recent years, a large number of pan-knowledge creators of Douyin have emerged, and the number of knowledge-based short videos and consumption have increased significantly.
Pan-knowledge content is widely recognized by users. On average, 1 out of 5 broadcasts is pan-knowledge content.
Last year, Douyin Fanzhizhi live broadcast up to 1 million games.
Image courtesy of Douyin
At present, the content of Douyin's pan-knowledge covers six categories: life skills, science popularization, humanities and arts, education, sports, and workplace.
Among them, life skills content is the most popular and growing fastest, and popular science content is also rising rapidly.
In the TOP3 pan-knowledge content broadcasting category, the life skills category ranked first; in the total video growth TOP3, the life skills category increased by 219%, ranking first; the popular science category increased by 207%, ranking second.
From food to dressing, makeup, travel strategy, from driving test to car use, planting, decoration design, car repair, all kinds of life content on Douyin, has become a good helper for people to make life easier.
As of August 31, Douyin had 792 common sense-related topics with more than 100 million views.
It can be seen from the data that the practical life tips on Douyin are very popular among users.
In the past year, popular science content has developed rapidly in Douyin, and a large number of professional and interesting popular science creators have emerged, setting off an upsurge in knowledge popularization.
Popular science videos not only teach users practical knowledge, but also arouse everyone's thirst for knowledge.
Among all popular science videos, the one with the highest praise comes from @重病医科曹医生-"Sudden death news keeps appearing. It only takes six minutes to face cardiac arrest and teach you real life-saving techniques."
In the video, Dr. Cao used 6 minutes to decompose and demonstrate the steps of cardiac resuscitation in the family scene. It received 2.73 million likes and 230,000 reposts. Many people commented: I have watched it many times and hope that I can't use it, but I must learn it.
Popular science videos are helping everyone learn more about scientific principles and live better.
Universities, experts and scholars gather, knowledge will benefit the public
Through Douyin, knowledge is breaking down barriers, going out of campus, and benefiting the public.
The report shows that Douyin currently covers 1,259 colleges and universities.
Among them, Tsinghua University, Peking University, and National University of Defense Technology are the three universities with the highest fans on Douyin.
In the past year, many colleges and universities including Tsinghua University, Peking University, Tongji University, Fudan University started live broadcast on Douyin, with a total of 12,580 live broadcasts and 73.92 million viewers.
Among them, Peking University opened a total of 199 shows, which is equivalent to at least one show every other day.
Tsinghua University opened a total of 131 shows.
At the same time, more and more experts, scholars, professors, and academicians are stationed in Douyin to share professional knowledge in various fields through short videos and live broadcasts to lower the threshold of knowledge dissemination.
Li Meijin, professor of criminal psychology at the People’s Public Security University of China and vice president of the China Youth Crime Research Association, shared parenting and education knowledge and ideas through Douyin, which attracted 2.14 million followers and received 8.39 million praises.
Wang Pinxian, a marine geologist and academician of the Chinese Academy of Sciences, Li Yinhe, a researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, and Dai Jianye, a professor at Central China Normal University, are also popular on Douyin.
In addition, the report also presents the respective 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 parent-child education, and people in fifth- and sixth-tier cities are more keen on arts.
Among them, Zhejiang people prefer to watch finance and economics, Guangdong people prefer law, Henan people prefer traditional culture, Northeastern people are more keen to watch humanities, Fujian people are more concerned about parent-child education, and Sichuan people are more fond of art.
It can be seen from the report that pan-knowledge content has recently shined in short videos and has become a new trend in the creation and dissemination of short video content. The combination of short videos and knowledge has benefited the knowledge itself, knowledge disseminators and recipients. Quite a lot.
As short videos and live broadcasts penetrate into all aspects of people's lives, Douyin is not only a platform for recording a better life, but also an important channel for knowledge sharing and dissemination.
In the future, Douyin said it will continue to improve the construction of the pan-knowledge content system, actively support and serve knowledge creators in various fields, and is committed to promoting the inclusiveness of public knowledge so that every ordinary person can have equal access to knowledge.