2020 tiktok sports ecology white paper

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The following is the 2020 tiktok sports ecology white paper recommended by recordtrend.com. And this article belongs to the classification: Sports data, research report.

First, the 2020 tiktok sports ecology white paper released, short video reshaping sports industry

Sports short video content has gained popularity from the public and the market. Now, the tiktok platform is now integrating short stories of science, comedy and sense of life, which is stimulating people’s love for sports in a more intuitive and three-dimensional way, and establishing a new interactive communication mode with users.

Tiktok sports in the short video summit of the annual meeting, released the 2020 tiktok sports ecology white paper. Tiktok tiktok believes that for short, video is a major scenario for users to understand sports content. Ye Jueming has built up the “supply and output” ecological structure covering the game player and interest users, forming a billion scale ecological circle with creators and users as the core.

Tiktok has been reviewing the past two years. With the introduction of important sports resources, more and more sports talents have been settled. The increasing content of all kinds of sports has made jitter sports become a sports platform for sports based on Pan entertainment ecology and master coverage of major sports categories and scenes.

In 2020, a clear feeling was that the tiktok layout of sports was accelerated. The addition of many high-quality sports content has also attracted the attention of more interested people. Data show that as of October, tiktok sports content contributed more than 600 million, the total volume of playback exceeded 2 trillion, and the interaction volume exceeded 50 billion.

Among them, competitive sports, as the core of the sports industry, has become the most concerned sports content around all kinds of events, which is the key to attract sports core groups. On this basis master tiktok as the output of competitive sports content provides a large number of sports events for the jitter sports users. According to the white paper, as of October, the cumulative contribution amount of competitive sports talents has increased by 123% year on year, and the cumulative broadcast amount has increased by 180% year on year. With the continuous growth of content supply, its market influence is also increasing.

Another intuitive feeling is that the content of sports life is also increasing. As the sports content closest to users’ daily life, it often becomes an important channel for users to understand all kinds of sports anecdotes, small knowledge and culture. More life-oriented content attracts pan sports people and promotes the breaking of sports content circle. As of October, the cumulative contribution of sports life talents increased by 159% year-on-year, and the cumulative broadcast increased by 151% year-on-year.

As the core elements of the sports industry, sports stars, especially those with a large number of fans, have a great impact on Sports users, and their presence is of great significance to the improvement and promotion of sports ecology. It is understood that the number of athletes entering tiktok increased 56% over the same period. Zhu Ting, Deng Yaping, Wang Nan, Lin Dan, Wu Minxia, Yang Wei A tiktok sports star is now recording his good life through shaking, and communicating with netizens in short video to open up new popularity and business windows for himself.

Tiktok, who won the year’s outstanding influence sports star Pan Xiaoting, believes that the greatest social value of athletes is not just personal achievement, but what it brings to the development of this sport. She also mentioned the development of short videos, which gave her a brand new label “sports content creator”. In the future, she will promote billiards to teenagers through short videos.

At the same time, Xu can, the WBA world heavyweight champion who won the annual outstanding cross-border athlete, said that telling boxing stories in simple words and short videos is his future creative motivation: “if there is a group of people in China, because my short videos fall in love with boxing, I will be very happy.”

Speaking of the strategic layout of jitter sports, Ye Jueming also admitted that “we hope that there will be some new forms of content support for the competition parties, including new business forms, including cooperation with clubs and organizations, including new business forms, including cooperation with clubs and organizations, which can help the industry to do more” tiktok “and” business public “mode, including offline. Gymnasium, building venues, and vibrato have very strong tiktok POI level capability.

In fact, compared with the recent exploration into sports tiktok just a few years ago and the general public view of the industry, this year’s official voice as the official partner of the ECOTIME sports annual conference attracted many traditional sports industry attention.

Tiktok tiktok, on the one hand, has introduced many sports quality content, the platform’s sports content ecology has been constantly improved, and the industry has shown more comprehensive and comprehensive content layout, to a certain extent, has expanded the impact of the sports content of the shaking; on the other hand, on the basis of content, the short video industry chain has been linked up, and the industry has also shown that the vision of jitter sports is with partners. Continue to promote the release of the influence of sports IP, further activate the sports market and expand the commercial value of sports.

2、 Among the millennials, short video has become an important scene for users to consume sports content

In fact, we also noted that the improvement of the tiktok sports content system and the user ecosystem are growing. Tiktok sports interest users have exceeded 350 million by October. From tiktok club, star athletes, media people and sports organizations, the jitter has established a representative operation mode for different sports resources.

Tiktok is a master of sports industry, with its professional knowledge and rich experience, and showing users’ thrill and love through short video. Tiktok everfount has been joined by the steady stream of master athletes. This has also led to more and more ordinary users’ creation. According to the data, the number of sports fans exceeded 43000, with a year-on-year increase of 117%. The number of affected people is also expanding, with the number of creators exceeding 98 million, a year-on-year increase of 68%.

2020 is a year full of difficulties and challenges for people all over the world who love sports. A large number of sports events were postponed, cancelled or held empty. For a long time in the past, the objective environment also restricted people to participate in sports freely as before. However, the rise of short video has given everyone the opportunity and stage to love sports, and has become the first choice for the young generation of Internet to discover wonderful life and participate in sports.

Nowadays, sports short videos have become an important scene for users to consume sports content, and are welcomed by people of all generations. The average weekly consumption time of sports short videos by millennials and non millennials is more than twice that of 2015, and young users have strong preference. At the same time, the features of short video with stronger creativity are more conducive to content precipitation and dissemination, and users’ use of sports short video continues to deepen.

Tiktok city sports interest group in the second and the following cities accounted for a larger proportion, and in the first tier cities and new tier cities have higher TGI, showing a higher penetration. Among the top 10 cities, in addition to the first tier cities such as Beijing, Shanghai and Guangzhou, Chongqing, Chengdu, Zhengzhou and other new first tier cities have already been listed.

Short video helps sports form a creative community of content, authors and users. Through technology iteration, the cycle of continuous creation, sharing, interaction and realization makes users more cohesive and the community more emotional. The changes brought by the Internet to the sports industry can be seen clearly.

We note that in the past season, NBA tiktok has also been making important breakthroughs. Using tiktok’s tiktok advantage, NBA is expanding its fans in the chattering station. According to the data, the number of NBA related topics broadcast has reached 58.2 billion +, the number of related like comments and other interactions has exceeded 900 million, and the number of official accounts broadcast has exceeded 7 billion, covering nearly 23 million fans.

In addition to sports content, live broadcast also shortens the distance between sports stars and other sports talents and users because of its timeliness and strong interaction. Wang Zhen’s special activity of the passers-by, the tiktok of the single station has been broadcast for nearly 1 billion times. Tucker, the king of shoes, also interacted with shoe fans on live online to chat about sports life, attracting 110000 people to participate online. Meanwhile, Beckham and other stars have been involved in the challenge of the “breaking circle” linkage activities, mobilizing the enthusiasm of users and forming a high fever spread. A series of new tiktok methods of cross-border interaction have greatly activated the sports market heat.

We tiktok tiktok, we should clearly see that today, the jitter is firmly following the industry characteristics and leads the direction of Sports Innovation: whether it is short video, live broadcast or cross border interactive play, the diverse, diverse and inclusive sports ecology that is presented by the tiktok is leading the trend of Internet movement and recording a new generation of beautiful sports lifestyle, which is also the most important goal of jitter sports. 。

3、 Leading industry innovation, short video to create a new life of digital sports

In 2020, with the suspension of all kinds of sports events and activities, the traditional sports industry mode with all kinds of sports events and offline activities as the core mode has been greatly impacted, and the risks of the traditional mode appear, so the sports industry needs to seek digital transformation.

Statistics show that 78.4% of sports practitioners believe that sports organizations will increase funds and investment to promote digital transformation. Accordingly, digital assets in the sports industry also need to be explored and developed. 89.3% and 82.9% of the practitioners respectively said that improving the experience of digital media fans or creating digital assets and making profits is the best opportunity for the sports industry to increase revenue.

As a short video platform with tiktok development, how can we continuously lead the sports industry to innovate?

Hitherto unknown, from tiktok, the first use of full screen and HD product interaction design in tiktok has brought unprecedented experience to users who first contact with the jitter. High quality and diversity of short video content, personalized content distribution platform mechanism, more efficient algorithm recommendation, and more people can see through tiktok, a rich and diverse sports world.

Especially this year, not only sports, shopping, study and even work, but also the epidemic situation has integrated most of people’s life scenes into short videos. After the outbreak, these needs and scenarios will continue. So how can short video undertake and expand people’s sports life scene in the future, serve users well, and create greater value for users and society, which will be worth thinking about.

We can see that for sports content creators, the advantage of shaking is to hold a large number of tiktok IP, and develop around IP core, and constantly explore the construction of innovative mechanism. For example, in addition to the conventional flow cash mode, we also began to try more different marketing methods to continuously strengthen the commercial value of IP.

Tiktok can be sold through sports stars IP, hard broad, enterprise number, daring people and people’s master creation in the course of content practice landing, and explore business value. These are positive attempts to increase IP’s operation.

It is understood that in 2021, tiktok platform will also adhere to the core of human beings, create a better idea, and continue to support various quality writers. Through the creation of the list, we will continue to enhance the influence of talents, and invest 10 billion to reward high-quality creators, and ultimately achieve the income of 80 billion.

On the other hand, for the competition parties and clubs and organizations, the sport will also provide services for the tiktok and the commercial establishment. The competition parties will also provide copyright, while the latter will explore more unique games. For offline venues and gymnasium, the vibrato sports will be supported in full tiktok in short video, broken ring, powder suction and POI.

In China, tiktok sports are taking IP as the core, and actively building services to the producers and users of the content through the establishment of linkage mechanism. More emphasis on building a new life of digital sports and creating a sports cultural atmosphere is also the further significance of promoting industrial upgrading, which is the biggest difference from the previous concept of copyright development and focusing on commercial cash flow.

After several years of steady progress, tiktok sports has integrated many dimensions of business creation, publicity, IP management and authorization, and it can converge multi sports resources and broaden the channel of sports IP’s realisation. Between the cold winter sports and the development of China’s sports market, we see that the bubble is fading and rationality is returning. Whether it’s short video or other ways of technological innovation, the whole industry has begun to enter the era of user first, content first and word-of-mouth success. Only in the face of increasingly subdivided audience groups and meeting their diverse needs can the sports lifestyle be truly established.

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