On October 13, the 2021 Tiktok Pan-Knowledge Content Data Report (hereinafter referred to as the “Report”) was released. The report presents data on the development status of knowledge-based content on The Platform, the performance of knowledge-based creators, and the preferences of users in different regions for knowledge-based content over the past year.
According to the report, the pan-intellectual content on Douyin has grown rapidly over the past year, with streams up 74% year on year, making it one of the most popular content among users. Among them, life skills content is the most popular, science and technology content rapid rise. The broadcast volume of pan-knowledge content has accounted for 20% of the total broadcast volume on the platform, making Douyin an important platform for knowledge dissemination.
Life skills are the most popular category, science and technology rise
In recent years, a large number of douyin pan-knowledge creators have emerged, and the number and consumption of short knowledge videos have increased significantly. General knowledge content is widely accepted by users, with one out of every five streams being general knowledge content on average. Last year, There were 1 million live streams of Tiktok knowledge.
At present, Tiktok’s universal knowledge content covers six categories including life skills, science popularization, humanities and arts, education, sports and workplace.
Among them, life skills content is the most popular and fastest growing, while science content is also rising rapidly. In the TOP3 categories of pan-knowledge content broadcast, life skills ranked first; Among the TOP3 categories of video growth, life skills category ranked first with a 219% increase; Science and technology grew by 207 percent, ranking second.
From food, clothing, makeup, travel tips, driving tests, car use, planting, decoration design, and car repair, Douyin has become a good helper for people’s convenience.
As of August 31, 792 topics related to life knowledge have been viewed more than 100 million times. It can be seen from the data that tiktok’s practical life tips are well received by users. Over the past year, science popularization content on Douyin has developed rapidly, and a large number of professional and interesting science popularization creators have emerged, setting off a wave of knowledge popularization.
Popular science videos not only teach users practical knowledge, but also stimulate their curiosity. Of all the popular science videos, the most liked one was posted by Dr. Cao from the department of Critical Care Medicine. “Sudden death news keeps appearing. It only takes 6 minutes to face cardiac arrest. The video, in which Cao breaks down the steps of cardiac resuscitation in a family setting in six minutes, received 2.73 million likes and 230,000 shares, with many people commenting: “I’ve watched it many times, I hope it doesn’t work, but I have to learn it.”
Popular science videos are helping people learn more about science and live a better life.
Universities, experts and scholars gather together, knowledge benefits the public
Through Douyin, knowledge is breaking down barriers and stepping out of school to benefit everyone. According to the report, 1,259 universities are now covered by Douyin. Tsinghua University, Peking University and National University of Defense Technology are the three universities with the most followers on Douyin. In the past year, Tsinghua University, Peking University, Tongji University, Fudan University and many other universities have started tiktok live streaming, with a total of 12,580 live streaming sessions and 73.92 million viewers. Peking University has a total of 199 shows, which is equivalent to at least one show every other day. Tsinghua University has a total of 131 broadcasts.
At the same time, more and more experts, scholars, professors and academicians have joined Douyin to share their expertise in various fields through short videos and live broadcasts, lowering the threshold for knowledge dissemination. Li Meijin, a professor of criminal psychology at People’s Public Security University of China and vice president of China Juvenile Delinquence Research Association, shared her knowledge and ideas on parenting and education through Douyin, which attracted 2.14 million followers and 8.39 million likes. 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 shows the preferences of different groups of people for general knowledge content. People in first-tier and second-tier cities prefer finance and economics, people in third-tier and fourth-tier cities prefer parent-child education, and people in fifth-tier and fifth-tier cities prefer art. Among them, people in Zhejiang prefer finance and economics, people in Guangdong prefer law, people in Henan prefer traditional culture, people in northeast China prefer humanities, people in Fujian pay more attention to parent-child education, and people in Sichuan prefer art.
It can be seen from the report that pan-knowledge content has recently become a new trend in short video content creation and dissemination. The combination of short video and knowledge benefits the knowledge itself, the disseminator and the recipient.
With short videos and live streaming penetrating into all aspects of people’s lives, Douyin has not only become a platform for recording beautiful lives, 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 strive to promote the universal benefit of knowledge so that everyone can have equal access to knowledge.