Short video platform Kuaishou has launched a short video app named “Kuaishou Qingchunji” for underage users, featuring curated educational content from Kuaishou’s main app, TechPlanet reported.
Why it matters: Kuaishou has been actively building out its content app ecosystem to compete with Bytedance, which has several popular short video apps such as Douyin, Huoshan Video, and Xigua Video.
- In October, Kuaishou launched a curated short video app named “Taizan.” The app uses videos uploaded to Kuaishou and does not allow user uploads.
Details: Kuaishou Qingchunji has eight feeds, two of which are the normal “following” and “recommended,” with the rest focusing on topics such as news, interesting facts, practical skills, and children’s mental health.
- Short videos from Kuaishou Qingchunji come from content creators on Kuaishou, but view count and likes on the two platforms are not synchronized.
- Underaged users can follow content creators and like videos but are not allowed to post comments or create their own videos.
- TechNode observed on Wednesday that Kuaishou Qingchunji excludes some of the most popular video categories on Kuaishou’s main app, such as pranks, comedy, and dancing videos.
Context: In June, Kuaishou announced that it had set a goal of reaching 300 million daily active users (DAUs) before the Spring Festival holiday, which will fall in late January. However, the company’s average DAU in October was only around 200 million to 210 million, according to a TechPlanet report.
- This gap prompted Kuaishou to revise its goal to include both Kuaishou’s main app and its lightweight version, Kuaishou Lite, according to 36Kr.
- Executives at the company expect Kuaishou Lite to have 60 million DAUs by late January, a Jiemian report said.
- The company also detailed its DAU goal: reaching a peak DAU of 300 million before late January 2020 and reaching an average DAU of 300 million three months after Spring Festival.