TikTok’s sister app Douyin released a report today, indicating that the broadcast volume of pan-knowledge content has accounted for 20% of the total broadcast volume of the platform.
Chen Rui, chairman and CEO of Bilibili, defined “pan-knowledge” in this way: “As long as it improves personal skills and contributes to everyone’s life, it can be regarded as pan-knowledge.” At present, the pan-knowledge content of Douyin has covered six categories: life skills, popular science, humanities and arts, education, sports and workplace.
Last year, there were 1 million live-streaming of pan-knowledge-related videos on Douyin. Among them, life skills-related content is the most popular one, and popular science-related content is also rising rapidly. Among the TOP3 categories with fastest growth rate, the life skills category increased by 219%, ranking first; popular science increased by 207%, ranking second.
As of August 31st, 792 trend topics related to common sense have been broadcast over 100 million times on Douyin. In the past year, a large number of informative yet entertaining short videos emerged on the platform, setting off an upsurge of knowledge sharing.
In addition, the report represents the preferences of different groups of people for the six categories. People in first-and second-tier cities prefer finance and economics, people in third-and fourth-tier cities prefer education, while people in lower tier cities are more keen on art.