As the national strategy for rural revitalization continues to deepen and advance, new media platforms, especially those combining "short videos + live streaming" like Kuaishou, have gradually become important drivers of rural development. These platforms not only provide a window for showcasing the unique features of rural areas but also successfully stimulate the vitality of rural economies, becoming a new engine for promoting agricultural and rural development.
On April 18th, Kuaishou Technology signed a contract with the Rencheng District People's Government of Jining City, Shandong Province, and held the unveiling ceremony of the Kuaishou (Jining) Rural Influencer Incubation Base. According to the agreement, Kuaishou Rural will join hands with the Rencheng District government to carry out new media cooperation, focusing on rural short videos and live streaming, emphasizing the training and practical transformation of farmers' skills. Through online learning, centralized training, traffic support, platform empowerment, and other nurturing processes, the sustainable construction and development of a talent pool for rural online live streamers will be realized, promoting the digital transformation of the industry. This cooperation aims to comprehensively improve the comprehensive literacy of participating farmers, providing technological talent and technical support for promoting county-level economic and social development and rural revitalization.
The signing of this cooperation is not only another important measure for Kuaishou Technology to deeply cultivate the rural market and serve the "three rural" areas but also an active exploration by Rencheng District, Jining City, to promote rural revitalization and cultivate new rural talents.
Deepening Agricultural Field, Empowering Farmers to Transform into "New Rural Workers"
As an inclusive digital community, Kuaishou plays a crucial role in bridging the urban-rural "digital divide" and advancing digital rural construction. It has become an online platform for rural communities to record life, share social interactions, entertain, learn skills, and monetize entrepreneurship, continually fostering new industries, models, and ecosystems in the countryside.
Data reveals that Kuaishou has a user base of 330 million interested in rural areas, with rural users interacting 780 million times daily on the platform. Each month, 42.46 million rural users create and share content on Kuaishou, with a total of 378 million pieces of content posted by rural users monthly, accumulating 116.5 billion live stream views annually.
Recently, Kuaishou launched the "Happy Rural Spring Farming Season" campaign, organizing agricultural technicians and experts to provide farmers with the necessary agricultural knowledge through short videos and live broadcasts, helping them manage spring farming activities. During the event, users who use the hashtag #HappyRuralSpringFarmingSeason and publish related short videos or start spring farming live broadcasts can receive exclusive traffic support and have the chance to share a cash prize pool of 100,000 RMB.
According to the "2023 Kuaishou Rural Ecology Data Report," there are 216,000 agricultural technology creators on Kuaishou, covering fields such as planting, breeding, fishing, agricultural machinery, and horticulture. They span 26,825 towns, with an annual video publication volume of 55.56 million and a daily live broadcast time totaling 50,000 hours by agricultural experts, reaching 26,000 rural areas and towns.
Kuaishou has long been committed to supporting and nurturing creators in the agricultural sector to promote their growth and increase income. To achieve this goal, Kuaishou has comprehensively upgraded the full-chain service system for agricultural creators from onboarding, growth, to income realization. It is reported that 70% of Kuaishou's rural creators with over ten thousand followers have earned money through the platform.
10 Billion Traffic Supports, Creating 100,000 Rural Influencers
The "Kuaishou Happy Rural Leader Plan" is an early Internet company social responsibility project that focuses on rural entrepreneurs, further developing into a "rural entrepreneur growth incubator" and "rural industry accelerator." Over the years, the program has continuously provided resources such as traffic, branding, and commercial training, injecting new vitality into rural development by acting as a leader in promoting "Happy Rural Leaders," attracting more rural young people to return and forming a virtuous cycle of rural revitalization. The program has identified 100 happy rural leaders, covering 30 provinces and municipalities, nurturing over 100 rural enterprises and cooperatives, and driving the revitalization of 16 local characteristic industries.
Last October, at the first Kuaishou Rural Ecology Conference in 2023, Kuaishou launched the "Kuaishou Rural Influencer Plan" and the "Kuaishou Rural Cultivation Plan," comprehensively upgrading the service system for rural creators. The "Kuaishou Rural Influencer Plan" will invest 10 billion traffic resources over the next three years to cultivate 100,000 rural influencers, ensuring that 50% of them earn income. The "Kuaishou Rural Cultivation Plan" will invest 10 billion traffic and 10 million RMB in cash resources over the next year.
The strategic cooperation between Kuaishou Technology and Rencheng District Government will further promote the development of new rural workers. The head of Kuaishou's rural team stated, "We are committed to providing comprehensive support for the new rural ecosystem on Kuaishou, including amateur incubation, incentives, traffic sharing, training courses, commercial matchmaking, and e-commerce services, to help every new rural worker and enterprise on Kuaishou gain more economic benefits." Looking ahead, through in-depth cooperation with local governments and organizations, we hope to attract more service-oriented enterprises to join the ecosystem of Kuaishou's rural creators, serving as a new driver for local investment attraction.
With the successful conclusion of the signing ceremony, the cooperation between Kuaishou and Rencheng District Government officially begins. Going forward, both parties will work hand in hand to explore the enormous potential of new media in rural revitalization, inject new momentum into rural economic development, and open a new chapter in rural revitalization.
