China News Service and the School of Journalism of Communication University of China continue to carry out the "World Chinese Media New Media Influence" evaluation project, and now based on the business data of the world's Chinese media new media in the second half of 2023, the list for the second half of 2023 is released.
The world Chinese media new media influence list for the second half of 2023 consists of 1 overall list of "New Media Influence List", 3 "Website Influence List", "Social Media Influence List" and "Short Video Influence List" The list is composed of 4 lists in total. Taking into account the native language environment of the regions where the media are located, these four lists are published separately according to overseas regions and Hong Kong, Macao and Taiwan regions.
Compared with previous lists, this list has been adjusted in the following aspects:
The first is to optimize the data structure and calculation rules of the list, and add short video platforms to the reference platforms, including YouTube, TikTok, WeChat video accounts, Douyin, and Bilibili; add short video platform data to the main data indicators, including the number of fans, The number of plays, posts, likes, forwards, comments, and collections.
The second is to add a new sub-list of the "Short Video Influence List" and stop publishing the "Social Media Radiation Power List", "Social Media Productivity List", "Social Media Interaction Power List", "Website Radiation Power List", and "Website Radiation Power List". "Interactive Power List" 5 sub-lists.
(This ranking only reflects the business and communication effects of each media on new media platforms in the second half of 2023. The scale, strength and performance of their traditional businesses are not included in the evaluation.)
Analysis of the development trends of new media in the world’s Chinese media in the second half of 2023
Compared with the first half of 2023, the business structure of Chinese media's website has changed less in the second half of 2023, while the business of major social media platforms has slowed down to a certain extent after experiencing sustained growth.
In terms of social media platforms, the number of fans increased by about 0.52% compared with the first half of the year, and the number of posts increased by about 0.58%. It can be seen that all Chinese media have basically completed the layout and investment in social media business and entered a relatively stable situation. The total amount of social media interaction and the average amount of interaction decreased by 2.31% and 2.87% respectively compared with the first half of the year, reflecting the decline in social media activity.
Table 1 Data changes on Chinese media social media platforms
In terms of short video accounts, in recent years, Chinese media’s business in the short video field has developed rapidly. According to statistics, there are more than 500 Chinese media accounts on only five platforms: YouTube, TikTok, WeChat video account, Douyin, and Bilibili. The distribution is as follows:
Table 2 Distribution of Chinese media accounts on major short video platforms
In terms of the communication effect of short video platforms, short video business has opened up new areas for the integrated development of Chinese media. As of the end of 2023, Chinese media has more than 100 million fans on the short video platform, and publishes an average of about 200,000 videos per year. It is worth noting that the average interaction volume of Chinese media short videos has reached 1,200 times, which is five times that of social media platforms, reflecting the prosperous development prospects.
Table 3 Chinese media short video account data
In terms of business methods, the short video business also poses new challenges to the business thinking of Chinese media. On the one hand, short video content is fragmented, requiring Chinese media to release information in a smaller volume and faster frequency, and to achieve high-quality content in a shorter time. On the other hand, users of short video platforms are more active, have scattered points of interest, and can quickly gather in hot spots. They are also easily evacuated due to lax operations, requiring media operations to be more flexible and sustainable.
The World Chinese Media New Media Influence Evaluation Project Team will continue to follow up on the development trends of the world’s Chinese media. If you would like to provide relevant information on media operations to the project team, please send an email to huamei@chinanews.com.cn.
(Source: China News Service WeChat official account)