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

On August 10, 2023 Kuaishou photosynthetic creators Conference was held in Shanghai. With the theme of "Love, Let's gain more", the conference released the creator service strategy to empower creators to grow and realize. At the meeting, Kong Hui, head of Kuaishou magnetic clustered star business, shared commercialization through magnetic clustered stars, magnetic Wanhe, marketing activities, etc., from the perspective of "commercial help creators realize". Omni-directional and diversified achievements and plans to help creators achieve more efficient growth and realization.

Kong Hui, head of Kuaishou magnetic star gathering business.

Kong Hui revealed that in the first half of 2023, Kuaishou commercialization made a breakthrough in the number of customers and the volume of sales, and accelerated the release of commercial vitality, bringing more possibilities of realization for creators. In the second quarter of this year, the number of paid creators of Juxing increased by 74% year-on-year, while the number of commercial orders increased by 207% year-on-year. At the same time, Magneto Wanhe, a new cash product launched in March, has helped more than 100000 creators to cash out. In 2023, Kuaishou will continue to recruit more than 300000 creators to join the Magneto Wanhe program.

Magnetic star gathering: the recommended value is highlighted, and the number of Q2 commercial orders is doubled.

Magnetic Juxing, as the official ecological marketing platform of Kuaishou, has become a bridge between brands and creators. Kong Hui revealed that relying on the magnetic star gathering platform, more creators earn income through the realization of content. In the second quarter of 2023, the number of paid creators of Juxing increased by 74% compared with the same period last year, the number of commercial orders increased by 207%, and the number of customers, especially in the brand industry, increased significantly-in the second quarter of this year, the consumption of Juxing in the food and beverage industry, clothing and accessories industry increased by 293% and 255% respectively compared with the same period last year, while that in the mother and infant pet industry increased by 1525%.

Behind the numbers is the continuous prominence of the recommended value of Juxing. Kuaishou, as a new blue ocean of the recommended track, has broad room for growth.

In 2023, Kuaishou continues to upgrade its data infrastructure capabilities, in which Magnetic Ark 5R crowd asset model can show the whole path of brand user equity precipitation, giving "plus multiplication" effect to each decentralized marketing, thus helping brands to carry out integrated in-depth management of quality, effect and marketing in Kuaishou, in which R3 (deep interaction) crowd water storage is a key link on the quality and marketing chain. Practice data show that the brand through the magnetic star product recommendation, in the front link for customers to improve the R3 population reserve efficiency, in the back link to improve the crowd purchase and repurchase efficiency.

At the same time, Juxing has also innovated around "recommendation" in terms of product capability, opening up the user's behavior link on the Kuaishou platform and realizing the integrated experience of recommendation and weeding. For example, by searching for products while watching recommended videos, users can also directly search the related products directly to the super brand area of the brand, which greatly shortens the transformation path of users and brings a smooth consumer experience.

In Kuaishou, Grain Rain, a cutting-edge domestic beauty make-up brand, makes breakthroughs in content, search, purchase and other scenarios to consolidate the minds of TA people and achieve rapid business growth by recommending regular creators, customizing strong recommendations on IP nodes, and providing search products with high potential flow and continuous transformation of self-seeding and sowing. In the first half of this year alone, Grain Rain worked in depth with hundreds of Kuaishou creators, covering all levels and types of head, waist and tail. In the second half of the year, Grain Rain plans to continue to increase investment in Kuaishou and further strengthen the recommendation mind for different time nodes and product types.

In the second half of 2023, in order to better promote the realization of creators, and at the same time continue to release the recommended value of products to the market, Magneto will continue to increase the "wheat program" and "brand star promotion" two major creator incentive programs. Among them, the number of orders accepted by the creators of the "wheat plan" is 3 times that of the market, and the per capita income is 4.7 times that of the market, which effectively improves the cash efficiency of high-quality creators. On the other hand, "Brand Star push official" helps creators to obtain project partner orders, integrate projects and promote resources at the level of 30 +, comprehensively enhance the market influence of creators, and join hands with creators to further tap the commercial increment recommended by Juxing.

Magnetic Wanhe: a new cash product, planning to recruit 300000 + creators

At the beginning of this year, Kuaishou expressed the hope of further releasing the private domain value of creators with large flow, strong stickiness and high value, and released for the first time matching the private domain of high-value creators with high-quality brand content. to achieve a win-win new creator product "Magnetic Wanhe" for creators, brands, platforms and users.

At this photosynthetic conference, Kong Hui also brought the latest development of magnetic Wanhe products. At the product level, the scenes covered by Magneto Wanhe products are gradually increasing, and creators can choose their own advertising display locations, such as side-sliding windows, personal page work stream, personal home page skin and so on. At the cash level, since its launch in March, the product has helped more than 100000 creators to cash out, of which more than 30% earned their income for the first time on Kuaishou platform.

It is understood that unlike Magnetic Juxing's high requirements for creators' ability to create and manage commercial works, Magnetic Wanhe products do not need additional creators to shoot single works, which allows creators to focus more on their own content creation. Creators who meet the basic conditions can open magnetic Wanhe products with one button at a low threshold and freely choose the advertising location. The more display locations, the higher the income. In 2023, Magnetic Wanhe Project will recruit more than 300,000 creators to join, and more creators are welcome to seize the dividends of new products to realize cash.

Marketing activities: investment promotion projects, industry activities, marketing IP to create multiple scenarios

In order to create more opportunities for content exposure and business order cooperation for creators, and enhance the commercial value of creators, Kuaishou has also launched various platform marketing projects to bring more exposure opportunities for creators, and then release commercial influence. Many marketing activities integrate the creators' resources and provide rich scenes for creators to realize.

Kong Hui revealed that in the second half of this year, Kuaishou will launch more marketing activities one after another, including brand marketing matrix activities such as nodal activities in various industries, marketing IP for single-brand customers, as well as platform events, entertainment content, sports content, vertical ecology, innovation interaction and other platform investment projects.

As a marketing IP incubated by Kuaishou Travel since 2021, Travel Adventures has landed in six cities by inviting different creators of different categories to go deep into the travel destination, explore the local characteristics of literature and travel, and realize the recommendation of tourism destination. The project connects creators and brands efficiently, not only through high-quality content, creator popularity and rich resources, to help cooperative brand Lancome achieve volume explosion and product recommendation, but also to bring more exposure and cash opportunities for creators. strengthen the cooperative binding between excellent creators and international brands. The two projects in Guangxi and Thailand, which just ended this year, have helped 53 creators generate millions of dollars.

In addition to cash, Kuaishou commercial products have been accompanied by the growth of creators. As a common streaming product used by creators, Kuaishou vermicelli achieved double-digit growth in terms of customer unit price and consumption in the second quarter of this year. At the same time, as the content marketing scene becomes more and more refined, vermicelli has been launched one after another for rapid promotion, Mini Program order transaction, group purchase order transaction and other capabilities to meet the realization demands of each scene and accurately expand the volume for different types of creators.

Kong Hui said: "Kuaishou commercialization will continue to explore more cash opportunities for creators, create easy-to-use and efficient product tools, and combine rich marketing activities and incentives in the platform to help creators grow and realize on the platform."

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