More than 260 million people streamed the Year of the Tiger’s Spring Festival Gala live, and more than 140 million people watched it on Kaoshou
Spring Festival has become a New Year custom on short video and live streaming platforms.More than 140 million users participated in the 2022 Spring Festival Gala, with more than 260 million views and more than 5 billion related topics, according to data from Kuaishou on Feb 4.At the same time, more than 239 topics related to the Spring Festival Gala appeared on the Hot list of Kuaishou, and all kinds of quality gala shows showed the trend of circle spread.Watching the Spring Festival Gala on Kuaishou has become the first choice for more and more users during the Spring Festival.As a short video and broadcast platform for industry leading, quickly continuously deepened and cooperation of CCTV and radio stations from all provinces and municipalities, as new mode screen transmission, using platform user base, user viscosity and content of community operation, and many other advantages, through “live + short video” double drive power and all kinds of innovation and extension of the interactive formats,While bringing new experience of watching and participating in the Spring Festival Gala to global users, it also further solidifies the characteristic IP of “Watching the Spring Festival Gala with quick hands”.Ahead of the Spring Festival of the Year of the Tiger in 2022, Kuaishou has announced its partnership with CCTV’s Year of the Tiger Spring Festival Gala to provide users around the world with a brand new experience through live streaming, on-demand streaming and short videos.Before this, Kuaishou also reached in-depth content cooperation with Anhui SATELLITE TV, Shandong Satellite TV, Southeast SATELLITE TV, Guangdong Satellite TV, Gansu Satellite TV, Inner Mongolia Satellite TV, Shaanxi Satellite TV, Jilin Satellite TV, Yunnan Satellite TV, Zhengzhou TV, Ningxia SATELLITE TV, a total of 11 provinces and cities.Kuaishou and various TV stations have gained a lot from the exploration of new communication mode.Data show that the production of derivative works based on topics of CCTV Spring Festival Gala and 11 provinces and cities on Kuaishou platform reached 1.5 million +, with a total page view of 5 billion +.More than 239 CCTV Spring Festival Gala and provincial and municipal Spring Festival Gala topics on the relevant hot list;In addition, there are more than 100 stars also choose to release a happy New Year video in Kuaishou, for the world’s old iron to send the year of the Tiger blessing.With the help of the dual drive of “live broadcast + short video”, more quality content of the Spring Festival Gala has been widely spread and reached through the Kuaofou platform. The high frequency interaction of small screen live broadcast has also achieved complementary advantages with the linear transmission of large screen live broadcast of SATELLITE TV.Take the Spring Festival Gala of Anhui SATELLITE TV, which reached an exclusive live broadcast cooperation with Kuaishou, for example. The total audience of its single live broadcast exceeded 39 million, and the number of fans of the official account of anhui SATELLITE TV increased by over 160,000 during the live broadcast.Kuaishou has become the major TV stations Spring Festival Gala program to achieve the spread of the circle, the output of local characteristics of the main promoter.From “watching the Spring Festival Gala” to “playing the Spring Festival Gala”, it is an important factor for Kuaishou to have high user stickiness to build a unique master content system of three-dimensional Spring Festival Gala interactive IP.With a large number of Kuaishou artists appearing in the Spring Festival Gala of the Year of the Tiger on major TV channels, the unique content and cultural charm of Kuaishou has begun to enter the horizons of more people. While the artists have gained a broader stage, more and more users and creators choose to join kuaishou, further enriching the content ecology of Kuaishou Spring Festival Gala.During the live broadcast of this year’s CCTV Spring Festival Gala, the audience not only saw the wonderful performances of stars and talents who have already joined Kuaishou, such as Shen Teng, Wenna Band and Li Jianshu, the national first-class actor and president of Henan Yu Theater, but also saw the performances of artists who are deeply loved by Kuaishou users.Be old iron as a common daughter Xuan xuan, live in the CCTV studio before the first to bring the blessing of the first scene;Fast hand happy village leader shou artifical – two strong and old Ding will be their best at northern Shaanxi folk songs through the CCTV Spring Festival Gala brought to the national people’s front;The lively, fierce and adorable tiger baby in the martial arts short drama “Breast Tiger Screams Spring” comes from Kuaishou user Henan Tagou Martial Arts School.The scene of CCTV Spring Festival Gala is called “Wang Fried” Chinese classical dance show “Only This Green”, lead dancer Meng Qingyang has already appeared in the content released by China Oriental Performing Arts Group on Kuaishou platform.At the same time, on the stage of the Spring Festival Gala of provinces and cities with more local characteristics, there are also many active figures of fast hands:Including “Hanfu Grandma”, “Xiao Xunxun plays diabolo”, “Xiao Xiao”, “Xiao Xiao”, “Xiao Xiao”, “Xiao Xiao”, “Xiao Xiao”, gansu’s talent Liu Jun and Liu Yiwen’s father and daughter who are famous for singing “I Heard You are Far away”.And with “sober butterfly”, “mother” of the heart, such as original song repeatedly boarded the stage of CCTV musicians “longjiang fai” wait for 14 from absorbs the excellent quickly got talent in shandong, anhui satellite TV stage, gansu and other provinces and cities, not only the local characteristics of TV gala around more bright, also let more users feel the charm of quickly ecological and talent.A week before the Year of the Tiger Spring Festival Gala, Kuaishou launched a “dialect big New Year’s greetings” activity, feng Gong, Lai Meiyun, Wang Sulong, Xue Zhiqian, Zhang Jie and many other stars and TV star guests of the Spring Festival Gala, in the most friendly local language to the majority of users to send the Year of the Tiger.In addition to the blessing, the Year of the Tiger during the Spring Festival, kuaishou through multiple fun red envelope play, so that users in the year of the tiger to win good luck at the same time also get real benefits, and make “on kuaishou, points 2.2 billion”, become a catchphrase.Interactive content + double link laying solid foundation quickly see gala “IP” From well-designed interactive play all kinds of festival, to full of New Year atmosphere of all kinds of event planning, based on fast worker to powerful content of ecological and unique talent system matrix, make the content of the Spring Festival gala “quickly look at Spring Festival gala on the connotation of the characteristics of IP is more three-dimensional becomes clear.In 2020, Kuaishou held the CCTV Spring Festival Gala for the first time, with a total of more than 780 million people enjoying the wonderful content of the gala through Kuaishou. This cooperation also laid the characteristic IP foundation for “Watching the Spring Festival Gala on Kuaishou”.In 2021, on the basis of continuing the cooperation with CCTV Spring Festival Gala, Kuaishou will continue to expand the sound volume of high-quality traditional culture transmission by cooperating with 10 provincial and municipal SATELLITE TV Spring Festival Gala, and strengthen the characteristic IP of “Watching Spring Festival Gala on Kuaishou” again with a super live event lasting 26 days.Through the live broadcast of the 2022 Year of the Tiger Spring Festival Gala, Kuaishou successfully created a three-dimensional interactive IP of Spring Festival Gala based on short video + live broadcast + interactive planning + content operation, which also comprehensively upgraded the social and commercial values of media, creators and the platform itself.In the future, Kuaishou will continue to optimize the community content ecology, and continuously consolidate the characteristic IP foundation of “Watching Spring Festival Gala on Kuaishou”, so as to continuously boost the development and dissemination of more excellent content.