As the first content second-creation media partner of NBA China, Kuaishou's NBA debut season ended with the Warriors' championship. According to data released by Kuaishou, in the first season of strategic cooperation with NBA, the total number of videos related to Kuaishou platform played 64 billion, total interactions were 3.1 billion, the NBA official account matrix increased its fans by more than 21 million, and the #NBA Creative Camp, the total number of authors and fans exceeded 75 million.
On the arena, major NBA teams are fighting passionately; under the field, fans are chasing the hot spots of the game, watching interesting creations, and chatting about unique views in Kuaishou. They have experienced a beautiful and fun NBA. "Watch interesting NBA content and go to Kuaishou" is becoming popular.
text / Ziawen
edit / Guo Yang
Because it coincides with Iverson rap stage name "Jewelz", released by the Norwegian group of the same name in 2001, it was mistaken for a single "produced and sung by Iverson himself". Since then, it has equated with the NBA Hall of Fame guard and remembers the youthful memories of many basketball fans.
Interestingly, when Iverson officially entered Kuaishou, "Last Night" also became the background track of his first short video. This period lasts 41 seconds. He himself invited everyone to follow the short videos of his account. He has received nearly 600,000 likes on Kuaishou.
. During the NBA Finals, there were also singles champions who "he can make him strong" . Nick Yang , "big Q" Quentin Richardson and Toronto Raptors' rookie . Scotty Barnes . What they jointly launched is the NBA cross-age star live broadcast monthly event with the theme of "Youth Time Machine". , an NBA star lineup that combines "old, middle-aged and young", has spent a exciting and exciting finals with Chinese fans through live broadcasts, short videos, interactive challenges and other rich forms, and also wrote a perfect end to the first season of Kuaishou's cooperation with the NBA.
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Kuaishou's NBA debut season not only handed over a report card for the hot content, but also had a care and respect for basketball people.
1
NBA debut season, Kuaishou's content way
In the first season of cooperation with the NBA, as the official short video platform and video content creation community, Kuaishou demonstrated its determination to do a good job in NBA content.
From a continuous stream of original content output to popular content manufacturing, Kuaishou has made a series of exploration and practices in the eight-month season span based on the competition process and event hotspots.
Good content brings good data returns: According to the data released by Kuaishou, in the first season of strategic cooperation with the NBA, the Kuaishou platform had a total of 64 billion videos, a total of 3.1 billion interactions, and the NBA official account matrix increased its fans by more than 21 million.
Among them, the NBA cross-era star live broadcast monthly event during the finals is undoubtedly a representative case on the Kuaishou platform.
Take Nick Yang 's live broadcast as an example. "Yang Shaoxia" on the court has the heroic spirit of "he let him be strong", while he off the court has become popular on the Internet for his "black question mark face" emoji. His personality traits were shown without reservation during Kuaishou live broadcast. In the connection with Kuaishou basketball expert @同首页wyx0, the two played the "Basketball Can't Lie" mini game on Kuaishou. When Nick Young laughed with the audience, the dimensional wall of the star and Kuaishou Laotie was completely broken.
Nick Yang's Kuaishou video
In the selection of live broadcast guests, Kuaishou also "dive equally", covering as many different basketball groups as possible: Barnes' friend Wu Yonghao, million-dollar internet celebrity Street Ball player @官网官网-myd Meng Yadong, basketball boys in Daliangshan... This kind of interaction that binds the characteristics of the star and down-to-earth makes Kuaishou's NBA cross-era star live broadcast fun and interesting. The NBA superstars who "play" with Kuaishou's basketball experts have also slowly integrated into the Kuaishou basketball community ecology and become an attractive highlight in the NBA content matrix.
According to statistics, the total number of viewers of NBA cross-age star live broadcasts exceeded 88.5 million; Iverson's 7-day increase in fans exceeded 700,000+, and Nick Young also increased his fans exceeded 1 million in 10 days. Many related topics such as #NBA legend superstar Iverson live debut#, #Iverson looks forward to the next tour of China#, #Nick Yang Says and Kobe Playing Dream Come True#, etc., have made many related topics on the Kuaishou hot list, driving platform users to pay more attention to this NBA Finals.
Iverson connects to Kuaishou live broadcast
Not to mention, the gameplay of fancy short videos has always been Kuaishou's longboard. The home team's dressing show, co-starring with Thompson , you can beat me and guess... Under all kinds of "challenges", Kuaishou allows more ordinary people to pay attention to the NBA with a low threshold.
In the NBA home team dress-up show challenge, Kuaishou users can use specific magic expressions to shoot short videos to cheer for their favorite teams. This fun planning combined with mobile technology has also attracted the active participation of many athletes, stars and basketball experts including @Ren Ziwei , @Li Chen, and @Basketball Chang Xinyu.
#NBA home team dress-up show on Kuaishou platform, etc.
Relying on these gameplay, each circle has achieved resonance here. Whether it is a star, an Olympic champion or a Kuaishou old man, everyone plays together under the same challenge, cheering for the same team or players, and brewing the lively atmosphere of the NBA for the whole nation.
In terms of cultivating a fan group, Kuaishou, as an NBA strategic partner, has provided strong support, providing ordinary fans with more ways to pay attention, understand and participate in the NBA, and building a platform for grassroots fans to communicate with big names at a distance.
In the "Hundred Defenders NBA" event, grassroots fans can freely express their NBA views and compete with famous celebrities on the same stage. Those loves about basketball have been fully released, and stories about basketball have also entered the horizons of more people.
The "Hundred Debate NBA" program, which many big names and grassroots participated in,
For example, the amateur fan "Xiao Zhu Shuoqiu" who entered the finals was called "Xiao Jingyu Quickly Divide the Rain" because of her accent and temperament. Some netizens made a ghost video of him and Xu Jingyu, and received over 100,000 views on B. Because of his appearance, style and style, he became popular on Kuaishou, and the grassroots representative @家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家家�
@zXiao Zhu Shuoqiu participated in "Hundred Debate NBA"
In addition to expanding the popularity of the game through star interaction and gameplay, Kuaishou also takes into account the professionalism of the content, thereby enhancing the "sticky" of core fans : A direct view of the exciting and exciting pre-match "Live Broadcast"; a list of the latest results of "NBA Express"; a review of the classics of the court and a total viewing volume of 160 million; a total live broadcast of 58.25 million, and the first basketball debate program "Hundred Debate NBA"... Kuaishou's self-made program provides multi-perspective event content, meeting the audience's diverse needs in viewing games in all aspects, allowing the NBA event to be enjoyed in full viewing.
With the help of the characteristics of the short video platform, the hot spots of the event are both thickness, breadth and professional. This is the way of Kuaishou’s content in his NBA debut season.
2
Operation sports is to operate "people"
A powerful and rich content matrix is the exterior of Kuaishou basketball ecology. The foundation of this huge building is the loyal creator and creator on Kuaishou.
Whether it is a superstar or a grassroots, in Kuaishou, everyone has achieved equal "connection" through basketball. Thanks to the positive effect driven by the creative mechanism of "Second Creation", more basketball creators have the opportunity to express their love and share their love, and have the possibility of stable profits. A more open, more diverse, more mature, and more friendly and upward basketball cultural ecology is gradually taking shape on Kuaishou.
As the first NBA second creation platform in China, Kuaishou, which has the copyright of massive NBA event materials, has launched the "NBA Creation Camp" plan , which encourages and supports users to create basketball content, and provides promotion resources and commercialization opportunities for excellent works, and supports the growth of outstanding creators. This attracted the active creation of a large number of authorized experts and successfully brought out a large number of popular videos.
playoff In the second round of the Grizzlies vs. Warriors, the shocking trolley staged by Grizzlies player Morant attracted the remake of the imitation emperor "Chen Challenge" Chen Haiyong; when Tatum chose to wear Kobe's protective gear to play, the "NBA Creation Camp" set off another wave of creation missing Kobe; joke creator @六电影, written by NBA stars through the game "Pinching Face" Their Parallel Universe Theater; Liangshan Black Hawks children use cameras to record basketball stories deep in the mountains, and exchanged their skills with their idol Iverson; and the grassroots Yunnan glider Yijinhong , staged a counterattack fairy tale from rural Yunnan to CBA slam dunk competition...
From horizontal to vertical, the video of Kuaishou 2 creators covers a very rich variety of NBA content, which may be the #NBA Creation Camp The reason why the author's total number of fans can quickly exceed 75 million.
Morant imitated video of the challenge of Emperor Chen
It can be said that in addition to the accumulation of content thickness, the NBA second creation with diverse content and diverse forms further reflects the breadth of Kuaishou NBA content and successfully ignits the creative enthusiasm of every basketball enthusiast on the Kuaishou platform.
On Kuaishou, fans not only have the opportunity to communicate with big names at close distance, but also have the opportunity to create content in the field of sports and gain a new business path that relies on sports hobbies to make a living. A benign content ecosystem between "quality-traffic-monetization" is gradually being formed by Kuaishou, which undoubtedly has a huge appeal to all sports content creators.
With years of deep cultivation and operation of content, Kuaishou has become a new channel for Chinese basketball people and basketball fans to express themselves. As for returning to the company's own business issues, sports are also playing an increasingly important role in Kuaishou.
3
"Let every basketball story be seen by more people"
Since Kuaishou made efforts in sports in 2020, through cooperation with many top sports events at home and abroad, Kuaishou has spread a strong "sports signal" to the outside world.
In 2021, Kuaishou has successively become the official broadcaster of the Tokyo Olympics and Beijing Winter Olympics . During the Summer Olympics, the total number of views of Olympic-related works and topic videos on Kuaishou platform exceeded 73 billion; during the Winter Olympics, the total number of views of works and topic videos on Kuaishou platform exceeded 154.4 billion.
In addition, Kuaishou has reached copyright cooperation with UEFA , obtained the copyright of Champions League live broadcast, short video and authorization from Erchuang, and has reached content cooperation with important events such as the NFL Professional Football Tournament ( Super Bowl ), MLB ( Major League Baseball ), UFC ( Ultimate Fighting Championship ). The way of integrating "small and small screens" to watch the game is becoming the mainstream of sports events and sports content to break through the circle. Kuaishou, which has experienced many top sports IP training, has gradually grown into an important sports communication medium based on diversified content matrix such as vertical screen live broadcast, homemade programs, interactive gameplay, etc.
At present, Kuaishou Sports covers 40+ sports content categories such as football, basketball, fighting, snooker , racing , extreme, outdoor, etc., and has continuously attracted hundreds of sports stars and industry celebrities from home and abroad to settle in, and has built a global sports content ecosystem, continuously injecting vitality into the content dissemination and IP development of sports events.
The prosperous sports ecosystem brings strong support to Kuaishou's commercial revenue. It is understood that in the 21/22 NBA season, dozens of brands such as DCox , 2K, Wilson, Panpan, SAIC Volkswagen, Great Wall Motor , PUMA, Xiaoyingkadai and other NBA-related marketing projects have been collaborated on Kuaishou. Among the brands such as
, there are NBA official partners such as 2K, Wilson, and Xiaoying Technology . They intend to take advantage of Kuaishou’s platform influence to expand the scope of influence of official rights and interests, and enhance the correlation between brands and NBA IP. In addition, there are non-official cooperative brands such as Great Wall Motors and SAIC Volkswagen in the cooperation camp. They hope to use the Kuaishou NBA content ecosystem to accurately reach sports people, enhance brand voice and awareness, and achieve product and efficiency coordination.
It can be seen that the practice of leading sports IP in NBA effectively replicates Kuaishou’s successful experience in top events such as the Olympics and CBA. This innovative model not only achieves better interactive viewing experience and consumption accumulation, but also creates more scenarios for sports content marketing and opens a door for sports commercial advertising.
It can be said that after completed the "from 0 to 1" in the sports copyright market, Kuaishou is exploring a "Kuaishou" path to operating in sports content. 's IP development formula of "short video content + live event broadcast + commercial cooperation" provides important experience for the commercialization of sports content in China.
Reviewing the strategic cooperation with the NBA, it is not difficult to find that behind Kuaishou's promotion of event cooperation and business ecosystem construction, the most core action of Kuaishou has always been to establish a connection with more ordinary people. "Watch interesting NBA content and go to Kuaishou" is deeply rooted in people's hearts.
Based on the continuous construction of the basketball content ecosystem, Kuaishou provides a new space for expression and development opportunities, allowing more ordinary people to have a deeper relationship with top sports IPs such as the NBA. Based on the advantages of short videos and live broadcasts, Kuaishou has truly achieved "making every basketball story visible to more people."
"Friends Playing Basketball Competition" fun basketball reality show column was officially launched on July 2
With the gorgeous ending of the Warriors' championship, the NBA, which has created a new ratings in previous years, entered a short offseason. But Kuaishou did not choose the "offseason". The interesting basketball competitive reality show column represented by "Playing Ball" was officially launched on July 2, aiming to further fill the fans' summer daily life and continue the super high popularity of basketball and even sports in Kuaishou.
From conveying the powerful message of "can watch sports on Kuaishou" to answering the industry questions of "what kind of sports can be seen on Kuaishou", in the long, arduous but great cause of sports, Kuaishou, a national short video platform that undertakes a historic task, is moving forward towards the future, step by step, firm and solid.
