An epidemic has allowed Chinese people to start "cloud life" in advance.

Various forms of cloud interaction such as cloud dating, cloud drinking, cloud dancing, and cloud entertainment have enriched people’s spiritual and cultural needs. Kuaishou, which has always advocated diversification, will naturally not be absent. Taking advantage of the trend, it launched the world's first cross-border live broadcast of big names "Big Brother Cloud Visit".

At 20:00 on April 3, "Big Brother Cloud Visits: Dimensional Youth" will be broadcast. This program is jointly produced by AcFun (i.e. Station A) and Kuaishou, and the design industry tycoon and program host Jia Wei Focusing on the field of 2D, idol star Wang Dongcheng, animation producer Zou Shasha, comedian Zhang Quandan, Station A contracted UP host Weinan and Xiaozai talked about the 2D youth of different eras and shared their experiences. Dimensional positive energy quotes.

Breaking the dimensional wall, Station A invites celebrities to speak out for the second dimension

The two-dimensional people account for a large proportion in Kuaishou user portraits, but some users consume two-dimensional content, but not The concept of two dimensions. This makes people think of the questions some people in the industry had when Kuaishou acquired Station A: What kind of chemical reaction will be produced by the combination of "earthy flavor" and "two-dimensional"? On a set stage, what kind of play should be performed? This episode of "Big Brother Cloud Visits" may be the answer.

In addition to their well-known identities, the guests invited in this episode also have a unique identity, that is, they are also two-dimensional enthusiasts - Wang Dongcheng is well-known as a singer and actor. But he is also a senior two-dimensional coser; Internet celebrity Zhang Quandan is both a comedian and a "ghost star" in the golden era of PGC; and the two young ladies Weinan and Xiaozai are popular at Station A Super high dance area UP master. In the live broadcast room, they told Kuaishou Laotie about their fateful encounter with the second dimension, and also popularized the concept of hardcore two dimensions to all viewers.

(Celebrities speak out for the second dimension in "Big Brother Cloud Visits")

Wang Dongcheng has always been dubbed by netizens as the "hands-on" of the second dimension in the celebrity world. He not only expresses his opinions in public He is a hardcore 2D enthusiast. Privately, he especially likes to attend comic exhibitions and collects various figures. Netizens often post photos of his cosplay of anime characters. In this live broadcast, Wang Dongcheng's appearance directly transformed "Yun Chun Men" into "Cos Cloud Crossdressing". He also showed off his cos makeup - beard, and joked: "You can call me Brother Hu", Weibo The topic #王东城straight male beauty makeup# has been read 120 million times. Not just like it, but also the love for the second dimension, which makes Wang Dongcheng continue to exude the youthful atmosphere of a "passionate middle schooler", which coincides with the "choose to live in the main dimension of life hard-core" advocated by Station A.

(Wang Dongcheng - "Straight men teach you how to draw a beard")

Also taking advantage of the popularity of "Big Brother Cloud Visit", Station A and Kuaishou collaborated to produce this issue Content, invite celebrities and Internet celebrities to speak out for the second dimension, letting a light gradually shine through the dimensional wall of these "two worlds" - Kuaishou uses the resources on the site to strongly promote the exposure of the program, search positions, pop-up windows, selected first recommendations It can be seen everywhere, and the topic is also extremely popular on off-site channels such as Weibo, Zhihu, and Douban. Judging from the live broadcast data of this period, the cumulative number of viewers of omni-channel live broadcasts in a single game has reached 202,00, and the cumulative exposure across the entire network has exceeded 169 million. This not only helps spread the two-dimensional culture to Kuaishou users, but also increases the brand of Station A. exposure.

Hard-core culture needs suitable channels to have a chance to enter the mass market; the mass market also needs new vitality from hard-core culture to continue to move forward. Facts have proved that the combination of "Station A + Kuaishou" is producing this wonderful chemical reaction.

The hard-core A station rebuilds its foundation and helps Kuaishou expand its boundaries

After experiencing a series of twists and turns, A station is still guarding its original intention and establishing a "hardcore platform that gathers young people" We have established the positioning of "core two-dimensional entertainment community" and completed the work of "rebuilding the foundation".

As the first acquisition case of Kuaishou, Kuaishou assisted Station A to complete the reform, directly connecting more than 10 technical platforms such as video cloud, recommendation, and search to the latter, and comprehensively repaired Station A. The product functions, visual design, technical architecture, etc. have greatly improved the user experience.

With the blessing of Kuaishou, Station A is also making efforts in copyright procurement, OGC, PGC, UGC and other aspects.

Among them, more emphasis is placed on UGC, and the "Super UP Host Support Plan" and "2020 Plan" have been launched successively, which has also resulted in a substantial increase in the cumulative number of UP hosts, video play times, cumulative number of manuscripts, and play time at Station A. It can be said that in the past two years, Station A has laid a new foundation and has the foundation to feed Kuaishou.

For example, Weinan and Xiaozai, who participated in the live broadcast of "Big Brother Cloud Visit" this time, are both well-known UP hosts from the dance area of ??Station A. Weinan, who has the "station-holding legs" of Station A, is proficient in ancient, cute, and youthful dance styles; the little boy of the ghost horse spirit is both a vitality dancer and a soul singer. The two initially All of them have gained extremely high popularity at Station A. Later, at the suggestion of Station A, they settled on the Kuaishou platform and brought the two-dimensional content such as house dancing and singing from Station A to Kuaishou users. Currently, Weinan has 1.387 million fans on Kuaishou and has become a very popular dance UP master on both Station A and Kuaishou.

In addition, A station UP hosts such as Su Ziyi, Ke Xin Miaomiao and Lou Yan in the dance area, Chang'an Yitiaochai and Fatty Shantou in the living area will also combine house dance, ancient style, singing and hard work. Bringing nuclear food content to Kuaishou has opened the door to a diverse world for itself. At the same time, not only high-quality long video UP hosts from A-sites such as movies can also attract Kuaishou users without any threshold, becoming a source of high-quality content for Kuaishou, and forming a beneficial expansion of Kuaishou's original content system. It can be said that UP owners, who represent young culture, are giving feedback to Kuaishou, which will help remove the outside world’s prejudiced label on Kuaishou as “local”.

The role of Station A for Kuaishou is not only the expansion of content boundaries, but also the dimensionality of the user group. Jiguang Big Data in 2018 shows that nearly 50% of Station A’s users are concentrated in first-tier and new first-tier cities, while Kuaishou’s users account for more than 60% in third-tier and below cities. Station A is of strategic significance for Kuaishou to expand its user circle. . In less than two years after acquiring Station A, Kuaishou’s daily active users in first- and second-tier cities exceeded 60 million, an increase of 50%, and users under the age of 30 accounted for more than 70%. These two points are shown in the "2019 Kuaishou Content Ecosystem Report" 》There is already data support in it. This shows that Station A can help Kuaishou move towards bottom-up development.

Kuaishou relies on Station A to seek change, and Station A also relies on Kuaishou to accelerate

For Station A at this stage, its focus is on hard-core two-dimensional content and people. Positioning, accelerating on the track of the two-dimensional content community. For Kuaishou, the recovery of Station A is related to Kuaishou’s ambition to explore vertical fields and build a product matrix layout from tools, content to communities.

Ma Hongbin, senior vice president of Kuaishou, once said that focusing on vertical content can have an impact on Kuaishou’s long-term daily life. Among them, the two-dimensional vertical category with young people as the core is a good choice. After all, the post-90s and post-00s generation are the current main consumers and are willing to pay for two-dimensional content.

With competition now fierce, Kuaishou needs its own long video platform and subculture content community to expand the battlefield while expanding traffic entrances and improving its commercial structure. Based on this, Kuaishou has launched a heavy blow in the ACG and vertical cultural fields. In August last year, Kuaishou participated in the first ChinaJoy exhibition with Station A. The wonderful fusion of Lao Tie and AC Girl can also create novel emotional collisions among young people.

Station A, which is deeply involved in hard-core 2D, is in the same category as Kuaishou 2D, which is entering the pan-2D space. The content positioning, differentiation and integration are complementary: Kuaishou has more than 40 million pan-2D users. Through content After integration and time precipitation, it will become the source of traffic for station A; conversely, if the UP owner and content development of station A reaches Kuaishou, it is also possible to accelerate the two-dimensional breakthrough. The most important thing is that Kuaishou can help two-dimensional creators to realize the value closed loop of "content production-public domain traffic exposure-private domain traffic precipitation-building brands and earning profits", solving the problem of difficulty in monetizing two-dimensional content.

This issue of "Big Brother Cloud Visit" is just a small step on the road of A station and Kuaishou to expand the "second dimension". There will be more multi-dimensional cooperation in the future.

In the long run, the two span products can continue to be linked to further expand the two-dimensional user ecology. Kuaishou, which connects every dimension, and Station A, which helps A Zhai find the main dimension of life, are cultivating a fertile soil suitable for the growth of ACG's multicultural culture, where new vitality and vitality are rising.