Inventory of content platform keywords in 2023: What new trends are hidden?

2023 is coming to an end. Looking back at this year, what are the key words? What new trends are hidden in it? Let's take a look!

Looking back at 2023, the content on various content platforms was diverse and rich, and hot topics appeared frequently throughout the year.

To this end, Clour specially sorted out the major events of the Internet content platform in 2023, extracted 10 keywords, and took you to review the hot topics, popular content and popular forms of the content platform in 2023.

As information becomes more and more complicated, only by grasping the key words can we clear the fog and see the changes and opportunities.

1. AIGC

AIGC (AI-Generated Content) refers to a new content production method that uses artificial intelligence technology to generate content.

At the end of 2022, the AIGC application ChatGPT was launched, with monthly active users exceeding 100 million in January 2023, and continued to be updated and iterated throughout 2023, making AIGC a keyword for the whole year of 2023. News and content related to digital human live broadcasts and digital human games have repeatedly appeared on hot searches, and the AI ​​track continues to be hot.

With technical support, AI is now involved in almost the entire chain of the e-commerce industry. From early design to later customer service to digital human live broadcast, AI products are deeply involved in every aspect of e-commerce and reduce costs.

Image source: JD.com China United Airlines store live broadcast room

In terms of content creation, AIGC technology has brought about a change in the content production model. Now creators are using AI tools to assist in copywriting, picture drawing, video shooting, video and picture post-production, and other tasks.

In general, AIGC mainly affects content creation and human-computer interaction. Therefore, in industries centered on content production, we can often see that AIGC applications have a very rapid impact on existing production tools and business processes. In 2023, when AIGC is booming, learning AI technology, using AI, and finding what you are good at and unleashing your creativity are what every company and individual should learn.

2. Short Plays

2023 is the year of the explosion of short dramas. Short dramas have become a hot Internet trend this year and a popular investment project throughout the year.

It is hard not to see short dramas when you open the short video platform this year. In just over ten minutes, the plots are full of fragmented, highly stimulating, and intensive reversals. Specifically, the plots include but are not limited to "Counterattack Rebirth", "Domineering CEO", "Diaosi Counterattack", etc. Emotions and excitement constantly stimulate user consumption, thereby unlocking subsequent plots.

In July, the top-up amount of users for the drama “Oops! The Queen Comes to Work” exceeded 12 million within 24 hours after its release. In August, the hit short drama “Wushuang” earned over 100 million yuan in 8 days after its release. On November 16, the short drama “The Black Lotus Manual for the Promotion of Power” attracted 20 million top-ups within 24 hours of its release. The performance of the short dramas has been soaring, creating one “investment myth” after another.

Image source: TikTok

Under the free development, the content scale of short dramas is also "soaring", and extreme and bad value plots continue to appear. Free development has its limits. At the end of 2023, with the introduction of relevant regulatory policies for short dramas, many short dramas such as "The Black Lotus Manual" were removed from the entire network, and supervision was gradually tightened, which put an emergency brake on the "soaring" short drama market.

In the short term, the tightening of regulations may hit the short drama market, and the demand for short dramas will be eased. But in the long run, the standardization of short dramas can bring more guarantees to the marketing of short dramas . Perhaps the majority of practitioners need to continue to think: under regulation, where is the boundary of the short drama market?

3. Store Broadcast

The live streaming industry flourished in 2023, with store live streaming becoming a highlight of this year.

Starting from 2023, Taobao has seen the emergence of various new "variety show" store broadcast methods, such as fashion week live broadcast, "This is Street Dance" battle, "U Can U Bibi" debater debate, and Dragon TV's Shanghai Live Broadcast. While continuously moving towards a pan-entertainment format, it has also enhanced the entertainment attributes of the platform.

During Double Eleven, 38 Taobao stores’ live broadcasts exceeded 100 million views, and JD.com’s live broadcasts on purchasing and sales quickly went viral. More and more brand merchants are investing in store live broadcasts and reaping the benefits.

Image source: Screenshot of Douyin live broadcast room

With the development of live streaming e-commerce, store broadcasts have integrated the content of live streaming by experts, making the store broadcast model have both content attributes and the pallet capabilities of shelf e-commerce. Under multiple factors, store broadcasts finally ushered in an explosion in 2023.

As platforms accelerate the release of store broadcasting potential, more and more stores are accelerating their entry. However, in order to take advantage of the store broadcasting boom, stores must not only further optimize their content, but also make their front-end supply chain and back-end services more standardized and solid.

4. Dopamine

Dopamine dressing adds a colorful touch to 2023. Dopamine, also known as the "happy molecule," is a neurotransmitter that makes people feel happy.

In 2023, @白日小熊 introduced many people to dopamine dressing. In the video, she wore rainbow-colored clothes and smiled brightly, attracting a large number of viewers. In one month, @白日小熊 released 8 dopamine dressing videos, and the cumulative number of Douyin views of these videos exceeded 500 million.

Image source: TikTok @白日小熊

After @白日小熊, more and more KOLs have begun to interpret dopamine dressing, such as the 86-year-old grandfather @康康与爷, @蔡洛莉 with 17.69 million fans, and @痞幼 with 28.74 million fans.

The search results for "dopamine outfit" on Xiaohongshu show that this hot word that became popular this summer has more than 102 related notes, making it a well-deserved hot word. Saying goodbye to black, white and gray, people began to feel the "happy molecules" secreted by the brain in colorful clothes.

The bright colors and matching not only make dopamine outfits popular, but also make dopamine color matching popular. Many new tea brands and home brands choose to launch dopamine color matching products. For example, new tea brands such as Heytea, Yidiandian, and Bawangchaji have launched dopamine concept products.

Image source: Xiaohongshu

The popularity of dopamine reveals that in the post-epidemic era, the positive emotions brought by dopamine are needed. Just by looking at the color of dopamine, people seem to have found simple happiness. Brands can actively innovate marketing methods and products to convey a simple happiness to young people in order to capture the "happy molecules" of young people.

5. Grandma

This year, a series of "grandma" characters such as @潘老老, @我是田老老, @八零徐老老 and so on have become popular. More and more elderly people are appearing on the Internet and becoming the protagonists of short videos. Such accounts are not only gaining followers quickly, but also expanding their influence.

The representative video of @八零徐老佬’ account is the one about grandma making canned yellow peaches. This video has received 2.223 million likes and 404,000 reposts so far. It has become a hit for many people. “Rural area + elderly + food” has become the video positioning of @八零徐老佬.

Celebrities like @八零徐老佬 have frequently become popular in the past two years, mainly to cater to the emotional needs of netizens. Compared with the various beautiful young men and women in the past, short videos with the elderly as the protagonists can often flow out simple and real emotions, making viewers think of their own elders.

Image source: TikTok

The traffic support for rural content on the Douyin platform in recent years is also one of the reasons why this type of account can quickly gain followers. Short video platforms such as Douyin and Kuaishou have been vigorously supporting and encouraging the creation of rural content, and creators such as @八零徐婆佬 have taken advantage of this wave of dividends and become more well-known.

Grandma accounts not only let us see the elderly on the Internet, but also let us see that another slow-paced lifestyle is loved by the audience. When creators focus their cameras on the countryside and people who don't often appear in short videos, they may be able to see different content and scenery, and gain more empathy and attention.

6. City walk

This year, walking on the road has a fashionable name, "City walk". From traveling far away to the suburbs, more and more people like City walk as a low-cost way to experience the city and nature.

As it allows people to get in touch with the city and nature without spending a lot of money, City Walk has contributed a lot of exposure and topics to the platform and brand throughout the year. Now, searching for City Walk on Xiaohongshu will bring up more than 2.9 million notes, and City Walk has become a phenomenal lifestyle.

Image source: Xiaohongshu

Taking advantage of City Walk, brands are also innovating their marketing. For example, Xiaohongshu held an art action on the streets of Shanghai, the birthplace of City Walk, and Qunar.com released a guide for City Walk.

Citywalk was shaped from the beginning as a "lifestyle" with an urban middle-class flavor, and most of its locations are concentrated in first-tier cities such as Beijing, Shanghai, and Guangzhou.

Holding a cup of coffee, wearing lululemon, carrying a MacBook in the bag, going to Wagas for a light meal, and then taking a city walk after eating... This "standard and relaxed" lifestyle has also attracted a wave of ridicule from the whole nation, which seems a bit out of touch with reality.

Whether you are relaxed or tense, perhaps only you know. But behind the exquisite online world, no one can escape from real life.

7. Special Forces Tourism

Special forces tourism, a mode of travel popularized by college students, is somewhat demanding on a person's physical fitness.

In 2023, after three years of the pandemic, everyone’s desire to go out and play is simply irresistible. Even if it means a crazy day of sightseeing and sleeping on the train, countless young people have embarked on a "special forces trip" that focuses on "visiting the most attractions" in an effort to visit the most attractions with the least time and money.

Topics such as #Contemporary young people travel like special forces#, #2 days and 1 night to travel around Xinjiang#, #30 hours round trip 1,300 kilometers to visit 6 scenic spots# frequently appear on the Internet. Young people are climbing Mount Tai at night, waiting for the national flag to rise at Tiananmen Square, and queuing up to climb Mount Qingcheng... Although the schedule is tight, this is the best choice given the limited time and money.

Image source: Weibo

"Special Forces-style tourism" represents the young people's urgent desire to explore the world and grasp the present. Even if it is only a short "escape", it is better than being trapped in the same place and confined by reality. Creators should also grasp the young people's desire to explore the world and create content that can open up their perspectives, which will naturally attract the attention of young people.

No matter what, no matter when, I hope everyone can be free and easy with just a backpack.

8. Hakimi

Hakimi, Hakimi, Hakimi

This year, I can always see this brainwashing song in various short videos. In fact, Hakimi is the Japanese word for bee, but because Hakimi's voiceover often appears in short videos of cats, many people think that Hakimi is the abbreviation of cat.

Cute pet content represented by Hakimi has been gaining popularity this year, becoming the fastest-growing content account. Cats, dogs, hamsters... People relax themselves through pet short videos, and a series of new cute pet bloggers have also gained followers quickly, such as @嘻哈不拆, @小法斗球球, @缠缠兄弟... and other experts have gained a large number of fans.

Image source: TikTok

Overall, pet content has gradually shifted from cuteness and healing to contrast and professionalism. Although the form is still life record and popular science, the content style is more prominent and clear.

According to Crawley's "2022 Young People's Life Consumption Observation - Cute Pet Dependence", the industry scale of the domestic pet economy has exceeded 300 billion, the proportion of young pet owners has increased, and this group of people has strong consumption power.

As young people become addicted to cute pets, the "pet economy" is gradually rising. From a brand marketing perspective, the "X brand + pet element" marketing approach fits young people's love for pets and their lifestyle, which is conducive to brands leveraging the pet-friendly concept for marketing, thereby helping brands penetrate into young circles.

9. Partner

The trend of "dazi" this year is a new type of social relationship model. "Dazi" is a kind of precise companionship without social pressure and focusing on functionality. Compared with friends, dazi does not require much effort to maintain, and each party has more space and freedom.

The scope of "pairs" is very wide. In addition to the common dining companions, there are also concert companions, sports companions, complaining companions, and even baby-walking companions... Young people find companions who can accompany them through social media such as Xiaohongshu and Weibo.

Image source: Xiaohongshu

The fact that dating is increasingly accepted by young people also reflects their acceptance and approval of this kind of time-limited companionship. Building a strong relationship requires a lot of energy and is also restricted by various responsibilities, which often requires too much investment for young people and makes it difficult to maintain.

With the rapid development of society and the mobility of population, the intimacy between people has been declining. The once solid neighborhood and colleague relationships have gradually become relationships that can change instantly. Dynamic identities and friends are beginning to become new choices for young people.

When young people begin to realize that uncertainty has become the main theme, the concept of focusing on the specific "pairing" has come into being. Brands can provide a place for connecting different functional pairs, providing a social venue for young people while also conveying brand image and attitude.

10. Far Ahead

On September 25, at Huawei's autumn full-scenario new product launch conference, Yu Chengdong repeatedly emphasized the word "far ahead" to describe the gap between Huawei phones and other brands. The accent and exaggerated style attracted the attention and ridicule of netizens. "Far ahead" soon dominated the screens on platforms such as Weibo, WeChat, and Douyin, becoming a hot topic.

With the launch of Huawei Mate 60, Huawei has proved its ability of technological innovation, and "far ahead" is not just an empty talk. After that, netizens began to use the term "far ahead" in various contexts, such as "far ahead in spirit", "far ahead in China"... "far ahead" has deservedly become the hot topic of the year.

Image source network

It is worth noting that the original black stem "Far Ahead" has been registered as a trademark and has almost become Huawei's best advertising slogan. With hard power as the foundation and the right marketing ideas, black stems can also become a marketing "weapon" for brands.

From the above 10 hot keywords of the platforms, we can see that young people’s lifestyles are constantly updated, and they are more pursuing simple and direct happiness; many brands are actively leveraging hot topics to identify their target users and convey their brand image and tone; content platforms are continuously developing towards more diversified content.

The above are the top 10 platform hot keywords in this article. Which one do you think impressed you the most? You are welcome to leave your comments in the comment section.

Author: Guang Ye

Source: TopKlout (ID: TopKlout), a self-media ecological observation account that combines good-looking and informative content