Iqiyi bubble community: build an interactive experience circle for fans and help publicize video content

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After two years of development, iqiyi bubble community has achieved deep binding with popular video content, and with film and television IP and stars as the core, it has gathered a large number of fans with stable loyalty, and is building an interactive experience circle of fan entertainment. At this meeting, Tang Xing, chief technology officer of iqiyi and founder of bubble community, Wang Xiaohui, chief content officer of iqiyi, Chen Hongjia, vice president of iqiyi market, Zhou Manman, CO president of Jiumeng Xinghui culture media Co., Ltd., and New Culture International

On November 22, the second anniversary meeting of iqiyi bubble community was successfully held in Marco Polo Hotel Beijing

On November 22, the second anniversary meeting of iqiyi bubble community was successfully held in Marco Polo Hotel Beijing. Tang Xing, chief technology officer of iqiyi and founder of bubble community, Wang Xiaohui, chief content officer of iqiyi, Chen Hongjia, vice president of iqiyi market, and many industry elites attended the event to celebrate the birthday of bubble community. This is the first official meeting held since iqiyi bubble community was launched in November 2015. After two years of development, iqiyi bubble community has achieved deep binding with popular video content, and with film and television IP and stars as the core, it has gathered a large number of fans with stable loyalty, and is building an interactive experience circle of fan entertainment. Relying on the highly active fan community, the bubble community is gradually building an accurate content publicity platform "bubble matrix" in the form of diversified content, and is committed to creating an important publicity position for Pan entertainment video content across the network

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Tang Xing said:" the bubble community was born because we found that iqiyi users have the need to express, share, communicate and find friends when watching videos. " Since its launch in 2015, bubble community has built a pan entertainment mobile internet life circle by integrating exclusive video content, star resources and multi-functional technologies to meet the needs of users. At present, the maximum number of daily active users of iqiyi bubble community has reached 68.49 million

Since its official launch, the bubble community, based on iqiyi's high-quality content resources, has given full play to the interactivity of the entertainment fan community and complemented iqiyi's platform. After users use the bubble community, the average daily playback duration of iqiyi app has increased by 24% compared with that before use, and the monthly startup times have increased by 160% compared with that before use

< Strong> iqiyi bubble community continues to meet user interaction needs from online to offline

Since its establishment two years ago, iqiyi bubble community has focused on accumulating users and improving community functions to meet the needs of users with a rich and three-dimensional online content matrix, such as stars coming, topic discussion, making lists, bubble interviews, bubble up lists, bubble monthly, voting, I shoot, star support, etc. Among them, "topic discussion" is the basic function of iqiyi bubble community with circles as the carrier. Only \wang Junkai's happy 18th birthday \; As the online interactive mode featured by iqiyi bubble community, "star is coming" has opened a new channel for direct dialogue between fans and stars. As of November 21, "star is coming" has welcomed 255 stars to parachute, of which the number of readers of the post of "star is coming" parachuted by delireba has reached 13.86 million

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Tang Xing, chief technology officer of iqiyi and founder of bubble community

on November 22, iqiyi's popular youth campus online drama" Hello old times " The main creators of the bubble community also came to the second anniversary meeting. In fact, iqiyi has been meeting all-round interactive needs of fans and expanding a new business path of fan economy by holding a variety of offline activities, such as star meetings, film and television press conferences, circle owner salons, fan public welfare, exclusive visits, bubble family interactions, etc

Iqiyi bubble community has maintained rapid growth. The data shows that in 2017, the maximum length of stay per capita in bubble community has reached 15.37 minutes, with a year-on-year increase of 18.7 times. In the future, iqiyi bubble community will continue to launch online and offline activities such as "watch together" and "fan Festival" to improve its fans' entertainment interaction system

< Strong > "bubble matrix" enables the open platform to link content and users' entertainment needs with AI

With a sufficiently stable user base and a gradually mature interactive form, the bubble community has explored a new way of content dissemination by relying on its own social gene and through film and television variety dramas such as hip hop in China, the biography of Chu Qiao and the best of us. Taking "China has hip hop" as an example, the bubble community has carried out all-round and three-dimensional publicity and promotion in the form of diversified content, guiding 63.826 million promotional videos for "China has hip hop". Among them, the number of people in the "hip hop in China" circle reached 7.59 million, and the number of discussion Posts reached 22.1 million. From warm-up, hot broadcast to the end, bubble community launched a total of 13 topic activities around "hip hop in China", with a total of 4.8 million readers and 730000 discussions. Bubble monthly also made a special issue for "China has hip hop", with an exposure of 44.42 million

Based on the accumulation of exploring the path of film and television publicity, iqiyi bubble community officially released the content accurate publicity platform - "bubble matrix" on November 22. With the open platform as the center and AI technology as the core technical force, bubble matrix connects content producers upward, providing them with four functions: work release, big data, cash flow and fan management, so as to meet the multi-dimensional needs of partners; Link down to the bubble community, identify the potential intentions of users through the AI system, establish user behavior patterns of subdivided categories, and apply these results to the personalized recommendation and audience portrait of the bubble community, so as to continuously improve the operation efficiency

Iqiyi hopes to provide a one-stop intervention platform for content parties through the bubble matrix open platform. All content parties can publish their works through the bubble matrix open platform, and watch through the big data system, including video content playback data, user attribute data, and fan interaction data. At the same time, bubble matrix also provides content partners with more than 9 ways of cashing in from front to back. Iqiyi hopes that all content partners can achieve fan aggregation, management and self circulation of content re release in the open platform of bubble matrix

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Tang Xing, chief technology officer of iqiyi and founder of bubble community

at iqiyi ijoy joy party, iqiyi founder and CEO Gong Yu once said that AI has become iqiyi's infrastructure in the process of content production, user insight and content distribution. The data shows that in iqiyi's multi time window prediction based on machine learning, the variance accuracy of the film box office prediction half a year in advance is as high as 77%; in terms of TV series traffic prediction, the variance accuracy of the prediction half a year to one year in advance is as high as 88%. In AI technology Driven by art, iqiyi has produced many high-quality self-made content, such as hip-hop in China, wonderful flower theory, Yu sin, river god, crime without certificate, etc

Now, iqiyi has opened its powerful AI technology to its partners, and through the open platform of bubble matrix, it helps partners, with the blessing of AI technology, give rational judgment of data algorithm to content procurement, investment, production and other links, more accurately predict and create more potential popular content that meets the preferences of fans, and realize the guidance and diffusion of video content traffic

< Strong> accurately promote videos to open up the pan entertainment ecosystem and maximize content value

At this meeting, Tang Xing, chief technology officer of iqiyi and founder of bubble community, Wang Xiaohui, chief content officer of iqiyi, Chen Hongjia, vice president of iqiyi market, Zhou Manman, CO president of Jiumeng Xinghui culture media Co., Ltd., Li Ying, general manager of New Culture International Exchange Co., Ltd Yue Yunfei, CEO of best media, and Wu Lixiang, co-founder of entertainment capital, said, "how to effectively use the platform to accurately promote film and television variety, so as to maximize the value of content?" There was a heated discussion on the topic

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film and television publicity and distribution plays a vital role in the final success of a series. In recent years, with the rapid development of the Internet industry, the form of film and television publicity and distribution is constantly evolving. Wang Xiaohui, chief content officer of iqiyi, said that iqiyi hopes to gather all its friends on the platform to form a community, that is, a bubble community. Whether for content creation or publicity, bubble community can play a very important role Good fermentation process. Iqiyi hopes to make content an ecosystem through the cooperation of all businesses, and bubble community is an essential standard configuration in the construction of this ecosystem

Chen Hongjia, vice president of iqiyi marketing, believes that the bubble community can easily complete accurate user portraits through different circles, making marketing more accurate. In September this year, iqiyi officially launched the "thousand proud faces challenge" activity, hoping to solicit 1106 fans' "proud faces" to spell out Wu Yifan's endorsement poster and land on Times Square in New York and Xidan screen in Beijing together. The event was launched in the bubble community for 24 hours, and more than 300000 people read the topic, and more than 50000 people participated in the discussion. It is because it accurately targeted the group of Wu Yifan fans, which caused the spontaneous spread of fans, coupled with the active community atmosphere, and finally made the activity hot rapidly

Nowadays, the content structure of iqiyi bubble community is slowly expanding from a simple star topic discussion at the beginning to film and television dramas, variety shows, literature, animation, games and even the entire pan entertainment industry. According to the 2017 China Mobile Social user insight report released by iResearch, among mobile social users, users under the age of 24 account for 26.6%, while users under the age of 25 in bubble communities account for about 63% Compared with the overall age structure of mobile social users, the younger characteristics of users in bubble community are obvious. On the basis of iqiyi's huge user base, the user scale of bubble community has a lot of room to improve in the future. At present, bubble matrix is a product of iqiyi, which connects the star circle with the film and television drama circle and variety circle, explores the precise content publicity mode, and excavates the economic potential of fans. In the future, when the open platform of bubble matrix connects the star circle with the literary circle, animation circle, game circle and even the whole pan entertainment circle, it may bring more market potential

editor: Mary