According to SCMP, Tencent has taken a new step to challenge the giants in the short video industry like Tiktok or Kuaishou. Specifically, the number of viewers as well as the number of videos on the Channels platform, an application for short video recording of Tencent’s Wechat, has grown significantly thanks to the content development strategy and algorithm improvement.
With the advantage of a customer file of more than 1.29 billion Wechat users, Tencent’s Channels has been recommended to countless users thanks to algorithms. In addition, the company also hired many famous stars such as Taiwanese singer Lo Ta Yu to broadcast a number of videos online, thereby attracting 42 million views in the past weekend alone.
Top 3 famous social networking platforms in China
Data from iiMedia Research shows that Wechat’s short video service has grown rapidly in the past 6 months due to more and more engaging entertainment content. In addition, Tencent’s huge resources also make this short video social network a significant investment.
“The growth of Channels helps Tencent get rid of the shame of falling behind in the short video social network segment,” said CEO Zhang Yi of iiMedia Research.
Challenging the throne
According to SCMP, the rise of Channels is challenging the throne of China’s Tiktok, aka Douyin, of ByteDance. Currently, Douyin has more than 600 million users per day and is considered to have a strong algorithm system, thereby retaining viewers.
In response, Tencent intends to use music and famous stars to attract attention and gain market share. Not to be weak, Douyin also increased hiring of celebrities to produce content to protect his position.
For example, Douyin also invited famous Singaporean singer Stefanie Sun to broadcast live at the same time as Lo Ta Yu on Channels. Sun’s broadcast attracted more than 200 million views.
“Both platforms are showing an extremely intense battle to attract viewers. Currently, Tencent is in a weaker position than Douyin, but the figures show that Tencent’s Wechat is growing quite fast. They are on the right track using live music broadcasts and celebrities as content to attract audiences,” said CEO Zhang of iiMedia Research.
Before Lo Ta Yu, Tencent also invited singer Jay Chou to broadcast, thereby earning 47 million and 25 million views in the previous weeks. In addition, Channels also rebroadcast famous performances such as Leslie Cheung’s music program in 2000 in high quality, thereby garnering more than 17 million views.
Even in December 2021, Tencent also bought the rights and re-broadcast Westlife’s music show, thereby earning 27 million views.
In the context that China is still fighting the epidemic, Tencent’s increase in entertainment programs, inviting celebrities or rebroadcasting performances has attracted great attention from viewers.
In addition, the company is also very smart when it often chooses famous artists from the 1990s-2000s to serve Wechat’s customers, who are often older than Douyin’s young customers.
In addition, Tencent also built a new function that allows Wechat users to see the video posts they have liked or liked by others, thereby indirectly advertising and supporting Channels.
“The pandemic is affecting public performances, thereby stimulating online broadcasts. Channels shows are becoming popular thanks to stars as their appearances excite fans. graves are currently restricted from gathering,” EqualOcean expert Li Qingshan.
The road is still long
However, according to expert Li, Douyin still has a huge advantage thanks to the content adjustment algorithm system, thereby producing videos that attract the right user tastes.
Shenzhen-based finance professor Lizzie Hu said she regretted not being able to watch Jay Chou’s show on Channels, but she was lucky to be able to watch Westlife’s rebroadcast on the platform.
“I will watch if I have time because I’m a fan of both Jay Chou and Westlife,” Ms. Hu said.
Responding to SCMP, Ms. Hu said that she is not a person who likes to watch short videos, but recently she is spending more time on Channels when their links are often shared on Wechat chat groups as well as on social networks. on social networks.
However, Ms. Hu also said that she did not want to spend too much time on online videos.
“I quit watching Douyin for a while because it’s such an endless journey, you don’t know what the algorithm will show you next. While these may sound exciting and addictive, they also cost too much. much of my time,” admitted Ms. Hu.
at Blogtuan.info – Source: genk.vn – Read the original article here