As we all know, the Lighting Index will be officially revised in January 2023. With the release of two new monthly rankings, we have also received various information one after another:
"What is the visual index?"
"How is the new list calculated?"
"How is it different from other indices?"
"What can the new list be used for?"
"How to look at the data?"
In the past two days, I took stock of the questions that everyone threw, and sorted out this article introducing the new lighting index and related services, so that everyone can keep it for reference and cooperate and negotiate.
What are the new values of the new light index? Let's start with the algorithm.
New stage, new algorithm, exploring dynamic expressions according to light index
As we all know, algorithms are the soul of a list. Brands engaged in video account data services have an algorithm based on their own understanding, and use standardization to evaluate the performance of video accounts within a period. We took stock of many algorithms and found that some brands believe that the core of video accounts is content performance, and content data is their main evaluation criterion; some brands believe that the core of video accounts is social networking, and the ability to get recommendations is the core competitiveness of video accounts.
The index plan has nothing to do with right or wrong. Whether it can reflect the current development stage of video accounts and highlight the situation and opportunities is the goal pursued by the index. In our vision, the index is not static. It must reflect the development of the times, the progress of the business, and present new opportunities, as well as expose shortcomings.
On this basis, the light index has been changed. Based on our continuous attention and research on the video account market, we believe that the current video account is at this stage of commercialization. Large-scale production, getting recommendations and breaking the circle are important dimensions to measure the value and potential of video accounts. For this reason, we have designed the current data dimensions - the total number of works (accounting for 40%), the average number of recommendations (accounting for 40%) and the highest number of recommendations (accounting for 20%).
Not only that, we also considered the limitations of data as a result, and continued the non-quantitative evaluation part of the previous version. This part mainly focuses on industry influence, commercial potential, innovation value, etc., and incorporates the prospects of video accounts into the evaluation system . It is precisely this kind of system that we believe has the comprehensive ability to carry on the past and look forward to the future.
Based on the determination of the algorithm, the monthly video data will sort out the various types of video numbers within the collection range, take out the top 5000 as the analysis basis for the current list, and release the latest TOP100 list. The list is divided into general list and enterprise list, and new categories will be added in the future depending on the situation.
I hope this data can give you more information input and decision support.
Emphasis on value, emphasis on commerce, 3 cases of application of light index analysis
The list generated by the algorithm can help us quickly obtain rankings and make comparisons.
So what kind of insights can be gained through the index?
What are the uses of these insights?
Let us take the analysis of the past two lists as an example, and explain it to everyone through 3 application scenarios.
Application 1: Look at yourself, look at growth
Assume that a certain video account entered the TOP100 video index in February, with an index score of 8264. Through the list analysis of the Lighting Index, it is found that the accounts are in the top 28% of TOP5000 and the top 22% of accounts of this type.
Figure: Analysis of the Visual Lighting Index List in February 2023
What should be the next step?
First of all, creators can search for top-ranked competitors from the TOP100, and further compare and find differences; if they are already number one in the industry, they can also summarize their advantages by comparing competitors to see what they did right;
Figure: Analysis of the Visual Lighting Index List in February 2023
Secondly, observe the distribution of TOP100 account types, understand the type structure distribution of video accounts, and keep an eye on the entry and competition in your field;
Figure: Analysis of the Visual Lighting Index List in February 2023
Third, according to the scatter diagram provided by the Lighting Index, you can further understand the development status of your field—whether it is a red ocean with high density and strong competition or a blue ocean with low density and weak competition—so that you can adjust your strategy and choose to accelerate development. The head is still seeking to be upright and stand out.
Figure: White Paper on the Development of Video Accounts in 2022
Application 2: Find business opportunities and partners
We have observed that when corporate brands want to find KOLs and KOCs for cooperation, the common method is to "find a needle in a haystack", obtain account details through data query, and lock the target after comparison.
If you want to quickly focus on the account, you can also use the light index to achieve it.
Suppose a beauty brand B wants to find 3 KOLs for cooperation promotion. When he found that there were few beauty video accounts in the top 100 list of the Visual Lighting Index, he should consider adjusting his strategy and dig out suitable KOLs from other types—after all, beauty products are used by almost every woman. Consumer products can pursue verticality or flow.
Brands on the other side can also explore the cooperation strategies of their peers through the company list as a reference. The Lighting Index also provides corresponding customized research services. If you are interested, you can contact us for cooperation.
Application 3: Set direction, set goals
Application 2 is an applicable scenario for creators who have established a fixed direction and achieved certain development. So how should creators who have just started, are in the growth stage, and are exploring monetization methods use the Lighting Index?
We think the biggest value of this list for novices is - learning.
Whether you want to create unique content or pave the way for future commercialization, you can use this list to find someone you can imitate and learn from. In addition, creators can further increase the speed of commercialization through the company list-specifically, in-depth research on the brands they want to cooperate with, the content and tone of their video accounts, and adjust the creation method based on the characteristics of their own accounts to provide for commercial cooperation. Lay the foundation. This is a strategy to ensure directionality for accounts with a large volume and broad content such as emotions and life.
From data insight to strategy execution, Lighting Data provides you with professional link services
In addition to the monthly list and analysis, the Lighting Index also provides a variety of data service forms, friends who want to seek cooperation can contact us.
Figure: Visual Lighting Index Service Matrix
Open, interactive, creating a video account ecological observation and communication window
When writing this article, we also did in-depth thinking, how to provide more effective services for the ecology, industry and market within the normative permission? Here we have made a bold plan. Based on each list, we will publish the index ranking of TOP5000. You can obtain complete data through the analysis instructions of each list to do in-depth analysis by yourself. In this way, we hope to expand the use value of Shideng Index, so that more creators can collect and analyze data according to their own needs, and gain insights from it. The editor of Shideng also looks forward to in-depth interaction and cooperation with you in the community in the future. comminicate.