1. Overview of China’s pet content market
1.1 Development Background of China’s Pet Content Market
According to the “2020 White Paper on China’s Pet Industry”, the number of pets and the number of pet owners in my country continues to grow. In 2020, the number of dogs and cats in China has exceeded 100 million, and the number of dogs and cats has reached 62.94 million, an increase of 2.8%. According to iResearch, the scale of my country’s pet economy will be close to 300 billion yuan in 2020, and will maintain a compound annual growth rate of about 14.2% in the next three years. Behind the continuous expansion of pet consumption scale is the increase in the scale of pet owners in China and the increase in investment in pets under the improvement of economic level. The demand for companionship of pets by contemporary young people is becoming more and more obvious. Pet content on Internet platforms has attracted more and more attention and love, and the volume and popularity of pet-related content has continued to rise.
2 Insights into China’s pet content consumption
2.1 Status Quo of Pet Content Scale in China
The popularity of pet content continues to rise, and the content scale of the head platform has grown significantly.
Social media, content communities and video entertainment platforms are currently the main platforms for gathering pet content. According to iResearch’s calculations, on the whole, in June 2021, the volume of pet-related content published on top content platforms will be close to 100 million. The growth rate of pet content on the platform reached about 39%, of which the TGI of pet content on the Weibo platform reached 109, which was higher than the industry average. According to Weibo big data, from January to June 2021, the average monthly reading of Weibo pet content is close to 100 billion, an increase of 18% compared with the same period last year, and the average monthly interaction volume of content reaches 330 million, a year-on-year growth rate of 10%.
2.2 Classification and characteristics of pet content
Video pet content accounts for a high proportion of each platform, and graphic pet content has a wide audience.
The pet content is presented in a variety of forms, and currently the video form accounts for the highest proportion on each platform. The combination of video content, audio and video, is especially suitable for presenting a lively three-dimensional image of cute pets. Due to the low control of the video content with pets as the protagonist, it is difficult to make plot videos, so the content is mainly based on cute pet challenges and daily sharing. The cute pet graphic content has a wide audience, and the threshold for pet photography is low, and it is less restricted by the reading scene, which is convenient for users to conduct more interactive discussions around the cute pet content.
Pet content with a wide range of topics to meet the different content consumption needs of users
From the perspective of subject matter, the content creation threshold for recording the daily life of pets is relatively low, and it is the subject with the largest amount of creation on major platforms. Hot pet-related information usually has a strong topicality and becomes an active position for high-frequency interaction of users who pay attention to pet content. . Pet content generally only shows pet images, and even the plots are relatively simple and easy to understand. Compared with content with a strong story, the user’s viewing experience is easier, which meets the needs of killing leisure time. In the first half of 2021, pet diaries and creative content accounted for the highest proportion of Weibo cute pet content, reaching 43%. In addition, with the expansion of pet owners, pet-related public welfare assistance, knowledge science, and pet services have also attracted more and more users’ attention, accounting for a total of 20% of Weibo’s cute pet content.
Typical KOL and content characteristics are as follows:
daily sharing
Creative/Fun vlog
storyline
Knowledge popularization
skills teaching
Cats and dogs are the main force of content, and the popularity of exotic pet content is gradually rising.
As the most mainstream pet types, cats and dogs occupy about 50-70% of the popularity of cute pet content in the head platform of cute pet content. At the same time, the cute national treasure giant panda is also a traffic star of online cute pet content. The high-definition videos and funny pictures showing the daily life of pandas on the platform heal a large number of users every day. In addition, because the number of bloggers who keep exotic pets is small, and ordinary users rarely come into contact with exotic pets, the content of exotic pets that satisfy users’ curiosity-hunting mentality has gradually gained attention, accounting for 5% of the popularity of cute pet content. -15%. For wild animals that can only be seen from a distance, users can also consume content through pet bloggers, zoo official accounts, and platform joint live broadcasts, and the content popularity accounts for more than 10%.
2.3 Characteristics of pet content on different types of content platforms in China
Content platforms with different advantages provide space for pet content to exert its value
From the perspective of the main platforms for pet content release, it can be divided into three categories: social media platforms, video entertainment platforms and content communities. The tonality of the platform, the functional characteristics of the platform itself, and the characteristics of the platform users have an important impact on its pet content ecology. Taking the social media platform Weibo as an example, as a national-level application, the huge user base and the number of young users have laid the foundation for the dissemination of pet content. At the same time, Weibo supports all media content forms, open square space, hot topic functions, etc. The unique features also make it the preferred platform for many pet content creators to publish and spread their content and accumulate fans.
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2.4 Portraits of users interested in pet content in China
2.5 Reasons for users to watch pet content
Pet content can be easily cured, adding fun to life; at the same time, it can provide valuable reference information for pet owners to purchase pet products. Compared with users of other platforms, Weibo users have a stronger demand for knowledge popularization and public welfare when watching pet content.
2.6 User’s preferred form and style of pet content
Over 80% of users like to watch pet content in the form of short videos; cute and funny pet content is the most popular among users.
2.7 User’s preferred pet content themes
The daily and creative content of pets, and the fun stories about cute pets are the most popular among users; pet owners pay significantly higher-than-average attention to popular pet-raising knowledge, pet-related products/services, and pet information content.
2.8 Users’ attention and interaction on pet/animal hot topics
More than 80% of pet content users have a high degree of attention to pet/animal-related hot topics on social media, and more than 60% have a high willingness to share content.
2.9 Users’ attention and interaction with pet content creators
When browsing pet content, 70% of users interested in pet content often actively follow the content creators, and are more willing to interact with the pet celebrities they follow.
2.10 Attitudes of users towards pet marketing content
More than half of users interested in pet content have a positive willingness to accept marketing content; the recommendation of pet celebrities can enhance users’ cognition and favor of brands and products, and most users grow grass rationally and consume on demand.
2.11 Influencing factors and preferred forms of users being easily planted
In addition to the consumption needs of users who are interested in pet content, frequent brand exposure and the fun and authenticity of grass-growing content can more arouse users’ interest; pet supplies public testing activities are favored by the most users.
2.12 Cognitive Channels of Pet Brands
User content sharing on social platforms is the primary way for users to understand pet brands.
2.13 Main Channels and Considerations of Pet Product Consumption
Nearly 80% of pet owners prefer e-commerce platforms to consume pet supplies; compared with price and sales volume, quality is king when users consume pet-type products. At the same time, the public reputation of the brand and the convenience of purchasing channels also have a greater impact on their consumption decisions. .
The value of social media in the pet content industry chain
3.1 Analysis of China’s pet content industry chain and characteristics
The pet category MCN provides a wide range of resource support for the growth and realization of celebrities
The pet content industry chain is mainly composed of advertisers, pet celebrities, pet category MCN institutions, pet content publishing platforms and pet content users. Among them, compared with MCNs in the fields of humor, entertainment, beauty and other fields, pet MCN institutions have the following outstanding characteristics: 1) They can provide more resource support for celebrities, have stronger control, and are more targeted Customized growth plans for celebrities, and unified revenue for members; 2) Some pet agencies have business in the cute pet industry, own brands, pet services and industry resources, providing agency experts with advertiser resources, At the same time, it has also expanded the influence of its own brand and services, forming a closed loop of “pet agency + talent PGC content + brand marketing”; 3) The pet celebrity content under the same agency is linked and recommended, and the interaction relationship between celebrities is more than in other fields. close.
3.2 Profile of Chinese pet content creators and interested users
The scale of core pet content creators has grown, and pet content creators across the circle are active
According to iResearch, the current top Internet platforms (including social media, video entertainment platforms and content communities) where pet content is gathered in my country have more than 10,000 fans, and the number of creators with cute pets as the core content exceeds 100,000. A major contributor to premium pet content on the web. At the same time, without limiting the creators to take cute pets as the core content, the scale of pan-pet content creators exceeds 1 million, reflecting the popularity of pet content among celebrities in different circles of the entire network. From the perspective of content consumption, the proportion of users interested in core pet content on the head platform is about 3-5%, and the users with potential pet content interest are about 15-25%, and the proportion varies depending on the platform.
3.3 Weibo pet content
Weibo cute favorite celebrities are huge in scale and multi-dimensional, and the post-80s and 90s are the main creative force
Weibo data shows that as of September 2021, the number of capable authors has continued to grow, with a total number of more than 141,000. According to the big data of Weibo, the proportion of women among cute pet creators is higher than that of men, accounting for nearly 60%; from the perspective of city line level, ability authors are mainly distributed in high-tier cities, and the proportion of first-tier cities reaches 46%. In terms of age, the post-80s post-90s are the main force of capable authors.
The number of users interested in Weibo cute pet content exceeds 130 million, and 79% were born after the 1990s
According to Weibo data, as of September 2021, the number of interested users in the cute pet sector on Weibo exceeded 130 million. Among the profiles of interested users, women account for 65%. From the city line level, users in first- and second-tier cities account for more than half. From the perspective of age, content consumption is younger, and the proportion of users who are interested in cute pet content born after 1990 is as high as 79%.
Pet content spreads through Weibo hotspots and has received more and more attention
The content mode and product functions of Weibo make it the best social communication medium, which plays an important role in the dissemination and influence of pet content. In terms of functions, hot searches, hot topics, etc. and interactive sharing functions promote pet content to enter the hot search and break the circle, attracting more attention from users; in terms of content, Weibo satisfies cute pet content with text, pictures, short videos, live broadcasts, etc. Multi-type expressions.
3.4 Douyin’s pet content
3.5 Kuaishou’s pet content
As of August 2021, the peak daily video playback volume of Kuaishou Pets exceeded 1.2 billion times, an increase of 71% from last year’s peak. The total peak viewing time of pet videos in a single day exceeded 400 million minutes, an increase of 33% from the peak last year. Judging from the number of likes and followers, Kuaishou Pet’s highest video likes in a single day exceeded 30 million, and the highest number of followers in a single day exceeded 5 million. During this year, 5,000+ video contents have been played more than 10 million times, and 600+ short video works have been liked more than 1 million times. The content of Kuaishou pets has gradually become more diverse. Vlog, plot, knowledge, documentary, etc. The content is also gradually “higher”.
Up to now, the number of pet content creators on Kuaishou has increased from 10 million in January 2020 to 50 million. These pet content creators include: pet owners, self-media, MCN, pet brands, animal breeders, celebrity pets ip, and process groups, etc. Among the pet experts with more than 200,000 Kuaishou fans, 90% realize their monetization through participation in e-commerce and commercialization. In the past six months, Kuaishou pet experts have accumulated more than 80,000 live broadcasts with goods.
3.6 Pet Contents at Station B
3.7 The selection factors of cute pet celebrities on content publishing platforms
The platform’s resource support for cute pets, the scale and activity of platform users are the two core considerations for celebrities to choose a content publishing platform, followed by the platform’s content dissemination mechanism, supported content forms, and the platform’s active help for celebrities to realize monetization.
3.8 The value of social media in the pet content industry chain
As a social media platform, it promotes the dissemination of pet content, helps pet celebrities accumulate social assets, and promotes commercialization based on the needs of brand owners, so as to solve the growth pain points of pet celebrities.
Four commercial value and operation mode of pet content
4.1 Commercial Value of Pet Content
The social platform is empowered in multiple ways, and the commercialization potential of pet content continues to be released
Under the combined effect of the rising popularity of users, the active participation of experts, the active layout of the platform, and the bold attempts and explorations of brand owners, the commercial value of pet content has attracted increasing attention. Social media platforms connect pet celebrities, pet content users, and pet content marketing brand owners, providing content and services that meet their needs for different roles, and playing a central role in mining the commercial value of pet content.
Marketing mode of pet content: content cultivation, product public testing, e-commerce delivery
Source: Zhihu www.zhihu.com
Author: kaka
[Zhihu Daily] The choice of tens of millions of users, to be a big cow of new things in the circle of friends.
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