Shulou(Shulou.com)11/24 Report--

On August 10, the 2023 Kuaishou photosynthetic creators Conference was held in the Bund of Shanghai. With the theme of "Love, let's gain more", the conference comprehensively reviewed the content ecological trend and creator growth opportunities of Kuaishou in the past year. And released the creator service strategy. At the meeting, Kuaishou announced that it will invest more than 4000 billion in traffic support for more than 7 million high-quality creators in the coming year, which is expected to help the creators of the whole platform realize more than 100 billion in cash.

12 years of company, rain or shine, love to gain more

As a real and vibrant digital community, Kuaishou continues to help every old man record the world in his own way, pursue reality, embrace life, and connect people with people, people and goods, people and opportunities with individual strength. In this background, agriculture, rural areas and farmers, sports, entertainment, games, pan-knowledge and other vertical plates grow rapidly, and have a unique public perspective.

Cheng Yixiao, founder and CEO of Kuaishou Technology, revealed at the conference that more than 22 million people earned income from Kuaishou in the past year. It is reported that since 2019, more than 20 million creators have earned income in Kuaishou each year for three consecutive years. "creators have long been not only content creators, but also deeply involved in the trading process, becoming full-field creators covering content and trading venues." Cheng Yixiao said that creating long-term value for users and society is the vision and goal that Kuaishou has always adhered to. Kuaishou hopes to use the power of science and technology to release more energy from labor and creation, so that value creators can get better returns.

Photo: Cheng Yixiao, founder and CEO of Kuaishou Technology

In response to Kuaishou's long-term emphasis on enabling creators to "have perseverance," Yu Yue, the head of Kuaishou master business and community science, also introduced the core service strategy for the coming year at the meeting. Yu Yue said that in the coming year, Kuaishou will invest more than 4000 billion streams to support high-quality creators, and the overall coverage of creators is expected to exceed 7 million, which is expected to help the creators of the whole platform realize more than 100 billion.

Photo: Yu Yue, head of Kuaishou main station business and community science

At the same time, Kuaishou will continue to make efforts at the three levels of "rich diversity", "native features" and "healthy and sustainable", vigorously optimize distribution strategies, encourage more original, high-quality and conscientious content creation, and continue to improve the health of ecological content.

In addition, in order to better help creators solve the cash pain points, Kuaishou will continue to strengthen ecological and infrastructure construction.

In terms of marketing realization, Magnetic Juxing has become an important platform for Kuaishou creators to realize cash. Wang Jianwei, head of Kuaishou's commercialization business, said that in June this year, magnetic clustered star advertisers increased by nearly 40% compared with the same period last year. Based on magnetic star gathering, Kuaishou commercialization has also launched two support projects, "Brand Star Promotion Officer" and "Wheat Plan", which give substantial benefits to creators from many aspects, such as docking project, flow support, rate reduction and so on. At the same time, in March this year, Kuaishou also launched a new product called Magneto Wanhe, which helps creators to realize cash. So far, it has helped 100000 + creators to cash out, of which 30% are earning for the first time.

Photo: Wang Jianwei, head of Kuaishou's commercialization business

In terms of e-commerce realization, Kuaishou will also provide more support to mid-waist and tail e-commerce creators this year, providing them with a variety of incentives and subsidies, including flow and cash. And further improve the pan-shelf system, expand incentives from simple live streaming to short videos, shop windows and other scenes, and encourage e-commerce creators to do more global operations in Kuaishou.

At the meeting, Xiaogu, the head of Kuaishou's local life business, also introduced the recent progress of the business. It is reported that compared with January 2023, in June, the number of consumers of Kuaishou local life increased by 498%, the payment GMV increased by 848%, the realized scale of talent increased by 212%, and the scale of high-quality talent increased by 816%. In order to help creators get income quickly, Kuaishou has launched a special supporting policy "Flying Bird Program" for local life creators, including 100 million-level flow, 10 million cash, 100,000 good goods, and 100 training; at the same time, recently, Kuaishou also launched "dare to compare prices" and "trust to buy" two commodity logos, aimed at using the most cost-effective goods to retain users and bring users the most cost-effective consumption experience.

Photo: Xiaogu, the person in charge of Kuaishou local life business

‎ 4000 billion traffic support, AIGC empowerment and service upgrade, so that every creator has an income

More and more creators are actively creating and operating in Kuaishou. In the past year, the number of works published by creators increased by 14.8%, the number of active authors increased by 11.0%, and the number of active followers increased by 31% over the same period last year. The number of continuous creators for 12 consecutive months reached 32.78 million, an increase of 18% over the same period last year.

Behind the real and dynamic community atmosphere, Kuaishou continues to add weight to its creators with traffic and services. In the past year, in Kuaishou, more than 6 million creators received 3800 billion flow support, with a cumulative increase of more than 27 billion. In the process, more than 22 million creators have earned nearly 90 billion of their income on Kuaishou. In the past six months, the total income of Kuaishou creators has increased by 24% compared with the same period last year, and the annual increase of creators with more than two sources of income on the platform has reached 17%.

Zhang Lu, head of operation management and analysis of Kuaishou master station, said that under the collision of various background elements of the times, Kuaishou will continue to provide creators with more opportunities and more definite policies and future, and all their love can gain more. At the same time, Kuaishou will also face the creators' core pain points and continue to increase the two strategic directions of more gains and more services.

Photo: Zhang Lu, head of operation, management and analysis of Kuaishou main station

In terms of more gains, Kuaishou provides a richer way to cash in. Specifically, first, for all authors, simplify the threshold for cash, relying on magnetic Wanhe, commodity distribution, task center and other inclusive ways of realization, so that creators focus on high-quality creation, everyone can have the opportunity to get income. The second is to comprehensively upgrade the photosynthetic plan for high-quality potential creators, provide hundreds of millions of cash and nearly 100 billion flows, provide exclusive growth channels, and support new creators who join Kuaishou. The third is to launch the "Torch Light Plan" for MCN institutions to mobilize the upstream and downstream of business ecology and invest tens of millions of cash and hundreds of millions of flows to help institutional creators realize better.

In terms of more services, Kuaishou comprehensively upgraded the creator service system, not only to create a series of creative tools tailored for creators at different stages, but also to launch a new growth rights system to protect every moment of creator creation and every stage of growth.

In addition to helping creators achieve multiple cash, Kuaishou also promotes the upgrading of AIGC technology to make video creation easier and help creators improve their creative efficiency. Xiao Xinpan, head of Kuaishou production and social business, said that Kuaishou APP, Kuaiying, and Yitian camera are exploring a series of AI functions and effects, such as AI recommended copywriting, AI material, AI photo studio, and so on. In the near future, they will also internally test AI four-frame comics, AI generation film and television commentary scripts, AI generation product introduction scripts, AI one-click Vlog editing and other capabilities, enabling more creators.

Behind the new ways of playing AIGC, the technical ability of Kuaishou provides a key support. At the meeting, Kuaishou demonstrated the full-mode, large model AIGC solution and AIGC digital human product Kuaishou Smart broadcast, and officially announced the progress of the large model for the first time. Wang Zhongyuan, head of Kuaishou AI and user growth business, said that Kuaishou's "full-mode, large-model AIGC solution" is based on a self-developed pedestal and large model, providing technical capabilities such as text generation, image generation, 3D generation, music generation and video generation, covering the whole process of content creation from inspiration to creative generation, from multiple materials to intelligent production. Make the creativity more novel, the material more diverse, and the production easier. Among them, Kuaishou's large language model has won the first place in most of the mainstream benchmark model tests in the industry under the same scale parameters. Kuaishou Zhibroadcast has landed in scenes with social value, such as Kuaixiang, and the effects of some scenes are close to those of real people.

With the continuous empowerment of the platform, creators not only continue to earn income, but also gradually deepen their sense of identity to the creator's new professional identity. Data show that by the end of 2022, Kuaishou platform has driven 36.21 million job opportunities. More and more professionals and entrepreneurs are moving their business to short videos and live streaming new scenes.

The creator is the core of Kuaishou's whole ecology. Cheng Yixiao said that Kuaishou hopes that creators can make money, and can make money steadily for a long time. As a platform, Kuaishou should provide good services to creators and create better creative conditions and cash opportunities.

In the pluralistic community ecology, Kuaishou hopes that the creator ecology is a positive cycle, every creator's every creation, there will be a harvest, no matter what type, what identity, Kuaishou has its own road of growth and infinite possibilities.

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