程一笑：未来快手最大的创作红利应是对多元特色生态的深耕

姜琪 2026-08-29 23:06

姜琪 2026/08/29 23:06

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本文是2026快手光合创作者大会上，快手创始人程一笑发布的平台未来战略，核心干货总结如下：

1. 未来快手最大创作红利来自深耕多元特色生态，平台流量向中小创作者倾斜，万粉以下创作者拿到了75%的冷启动流量，普通人只要坚持创作就有机会获得曝光；

2. 做细分兴趣内容更易变现，深耕垂直领域的作者月人均收入是泛流量作者的2.2倍，私域变现效率更是公域的2-3倍，哪怕是小众爱好也能成长出领军作者拿到高收入；

3. 创作者可以借力平台AI工具降低创作门槛，快影有全链路AI辅助创作能力，可灵AI能直出原生4K视频，AI还能帮主播做互动维护和直播效果诊断，提升经营效率。

快手当前的生态迭代和流量政策，为品牌商开展营销和布局渠道指明了新方向，核心干货如下：

1. 消费趋势变化：用户需求已经从大品类向细分兴趣领域延伸，快手目前已经形成632个兴趣圈层、4112个细分兴趣标签，用户人均拥有16个长期兴趣，83%因兴趣互关的用户会保持高频互动，兴趣是拉动用户留存的核心动力；

2. 商业变现机会：沉淀信任的细分兴趣圈层商业价值更高，比如JK穿搭、西北区域体育赛事都跑出了千万级GMV成果，品牌可以绑定细分圈层的领军创作者，精准触达目标用户，转化效率更高；

3. 平台规则变化：平台现在除了播放量、粉丝量，更看重收藏、关注这些体现用户真实需求的指标，品牌做内容要更贴合圈层用户需求，同时可以借力平台AI工具提升内容生产效率。

快手明确了下一阶段的平台红利方向，给各类卖家带来了清晰的机会和政策支持，核心干货如下：

1. 新增机会方向：未来平台核心红利来自多元特色生态深耕，细分兴趣圈层、区域特色品类是新的增长蓝海，目前快手已经有632个成熟兴趣圈层，深耕垂直领域的卖家和创作者月人均收入达到泛流量作者的2.2倍，私域变现效率是公域的2-3倍；

2. 平台扶持政策：平台鼓励短直双向经营，好主播发优质短视频可获得40%的篇均曝光提升、41%的涨粉提升，优质短视频作者开播可享受百亿专属流量池扶持，75%的冷启动流量向万粉以下中小创作者倾斜；

3. 可使用的平台工具：平台推出了多款AI工具，可帮助卖家完成账号定位、内容剪辑、粉丝互动、直播诊断，大幅降低内容运营的门槛和成本。

快手的生态变化，给工厂开展电商数字化、对接C端需求带来了很多启示和商业机会，核心干货如下：

1. 产品生产设计方向：当前消费需求已经向细分个性化方向发展，快手已经诞生632个不同的兴趣圈层，从小众爱好到区域特色品类都有稳定的受众群体，工厂可以围绕细分圈层需求开发差异化产品，避开大品类的价格竞争，比如JK穿搭、民俗相关产品都已经跑出了千万GMV的案例；

2. 新商业机会：平台正在扶持每个细分圈层成长出自己的领军创作者，工厂可以直接和细分领域的创作者合作，通过内容种草精准触达目标用户，依托私域沉淀信任获得更高的变现效率，快手私域变现效率达到公域的2-3倍；

3. 数字化转型启示：工厂可以借助快手的AI内容工具降低电商内容制作门槛，通过短直结合的方式直接对接消费者，打造自己的用户资产，实现品牌化转型。

内容社区生态的变化，给To B的服务商带来了新的市场机会，核心干货总结如下：

1. 行业发展新趋势：内容平台已经进入细分兴趣圈层深耕的阶段，短直一体成为创作者和商家的标准经营模式，AI正在全面渗透内容创作、用户运营、直播经营全链路，未来围绕细分圈层服务的市场空间会持续扩大；

2. 当前客户的核心痛点：中小创作者和中小商家普遍缺乏内容创作能力，不会做账号定位、内容剪辑，主播缺乏粉丝维护和直播运营能力，细分领域的优质作者也缺乏获得流量的渠道，不知道如何适配平台规则实现增长；

3. 对应的解决方案方向：服务商可以围绕细分兴趣圈层创作者的需求，提供针对性的代运营、流量规划服务，也可以结合快手的AI工具，开发配套的创作、运营辅导服务，帮助创作者抓住细分圈层红利，提升变现效率。

快手本次公布的生态战略和运营方法，对其他平台商的运营和战略规划有很多参考价值，核心干货如下：

1. 当前创作者和用户的核心需求：用户不再满足于大众化的内容，越来越追求匹配自己兴趣的细分内容，中小创作者希望获得平等的流量分配机会，细分领域的优质创作者希望获得精准的流量扶持，实现可持续的商业变现；

2. 快手的最新运营做法：坚持平等普惠的核心定位，将75%的冷启动流量分配给万粉以下创作者，大力推进短直双向循环经营，给符合要求的创作者提供流量扶持，设置百亿专属流量池扶持优质视频作者开播，除了传统的流量指标，侧重挖掘收藏、关注等体现用户真实需求的指标，给细分作者精准流量扶持，同时推出AI工具降低创作门槛；

3. 需要规避的风险：过度集中流量给到头部大品类作者，忽略细分圈层的需求，会导致用户留存降低，平台生态缺乏活力，不重视私域信任沉淀，会降低创作者的变现效率，影响平台整体的生态健康。

快手本次创作者大会披露的信息，展现了内容社区产业发展的新动向，对产业研究有较高的参考价值，核心内容如下：

1. 产业发展新动向：国内内容社区平台已经从流量争夺、大品类竞争，进入到深耕多元特色生态的阶段，细分兴趣圈层成为平台新的增长红利来源，短直一体成为内容创作者的主流经营模式，AI技术已经全面渗透内容创作、用户互动、经营诊断全链路，改变了行业的生产方式；

2. 经过验证的新商业模式：“兴趣圈层内容-私域信任沉淀-商业变现”的闭环已经跑通，数据显示深耕垂直领域的作者月人均收入达到泛流量作者的2.2倍，私域变现效率达到公域的2-3倍，哪怕是小众爱好、区域特色内容都能实现规模化商业变现；

3. 平台战略的启示：内容平台坚持自身核心底色，长期坚持平等普惠的理念，有助于沉淀用户信任，构建差异化的社区壁垒，技术迭代始终要服务于社区核心价值，而不是改变社区的核心定位，这样才能实现长期可持续发展。

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Quick Summary

This article summarizes the key takeaways from Kuaishou founder Cheng Yixiao’s strategic announcement at the 2026 Kuaishou Photosynthesis Creator Conference:

1. Kuaishou’s biggest creator growth opportunity going forward will come from deepening its diverse, niche ecosystem. The platform is reallocating more traffic to small and mid-sized creators, with creators having fewer than 10,000 followers receiving 75% of all cold start traffic. This means ordinary creators can gain exposure by consistently publishing content.

2. Creators focusing on niche, interest-based content see stronger monetization results. Monthly per capita income for creators focused on vertical niches is 2.2 times higher than that of generalist creators chasing broad traffic. Monetization efficiency in private domains is 2 to 3 times higher than in public domains. Even creators focused on very niche hobbies can grow into leading voices in their space and earn high incomes.

3. Platform AI tools lower barriers to content creation. Kuaishou’s Kuaiying app offers full-stack AI-assisted creation capabilities, and its Keling AI can generate native 4K videos directly. AI also helps streamers manage audience interactions and diagnose live stream performance, boosting operational efficiency.

Kuaishou’s ongoing ecosystem evolution and updated traffic policies point to new directions for brands’ marketing and channel strategies, with key takeaways as follows:

1. Shifting consumer trends: User demand has expanded from broad categories to niche interest areas. Kuaishou now hosts 632 interest-based circles and 4,112 niche interest tags, with the average user holding 16 long-term interests. 83% of users who follow each other based on shared interests maintain high-frequency interactions, making interests the core driver of user retention.

2. New commercial monetization opportunities: Trusted, niche interest circles deliver higher commercial value. For example, JK fashion and regional sports events in northwest China have both generated over 10 million yuan in GMV on the platform. Brands can partner with leading creators in niche circles to reach target users with higher conversion efficiency.

3. Updated platform rules: Beyond views and follower counts, the platform now prioritizes engagement signals that reflect genuine user demand, such as saves and follows. Brands need to align their content more closely with the needs of niche circle users, and can leverage the platform’s AI tools to improve content production efficiency.

Kuaishou has clarified its next-phase growth priorities, laying out clear opportunities and policy support for all types of sellers, with key takeaways as follows:

1. New growth opportunities: The platform’s core growth opportunity going forward lies in deepening its diverse, niche ecosystem, with niche interest circles and regionally distinctive product categories emerging as new blue oceans for growth. Kuaishou already has 632 mature interest circles, and monthly per capita income for sellers and creators focused on vertical niches is 2.2 times higher than that of generalist players chasing broad traffic. Private domain monetization efficiency is 2 to 3 times higher than public domain efficiency.

2. Platform support policies: The platform encourages sellers to operate across both short-form video and live streaming. Top streamers who publish high-quality short videos see a 40% average increase in exposure per post and a 41% increase in follower growth. High-quality short-form video creators who launch live streams gain access to a dedicated 10 billion traffic pool. 75% of cold start traffic is allocated to small and mid-sized creators with fewer than 10,000 followers.

3. Available platform tools: Kuaishou has launched a suite of AI tools to help sellers with account positioning, content editing, fan engagement and live stream diagnosis, significantly lowering the barriers and costs of content operations.

Kuaishou’s evolving ecosystem offers key insights and new commercial opportunities for factories looking to pursue digital transformation in e-commerce and connect directly with end consumers, with key takeaways as follows:

1. Product development direction: Consumer demand is shifting toward personalized, niche offerings. Kuaishou is home to 632 distinct interest circles, with stable audiences for everything from niche hobbies to regionally distinctive products. Factories can develop differentiated products tailored to the needs of these niche circles to avoid price competition in mass categories. For example, JK fashion and folk culture-related products have already generated over 10 million yuan in GMV on the platform.

2. New commercial opportunities: The platform is supporting the growth of leading creators within every niche circle. Factories can partner directly with niche creators to reach target users via content seeding, and build trust through private domain engagement for higher monetization efficiency. Kuaishou’s private domain monetization efficiency is 2 to 3 times higher than that of its public domain.

3. Insights for digital transformation: Factories can leverage Kuaishou’s AI content tools to lower barriers for e-commerce content production, connect directly with consumers through an integrated short video and live streaming strategy, build their own owned user assets, and achieve brand-focused transformation.

Changes in content community ecosystems have created new market opportunities for B2B service providers, with key takeaways summarized as follows:

1. New industry trends: Content platforms have entered a phase focused on deepening niche interest circles, and integrated operations across short-form video and live streaming have become the standard for creators and merchants. AI is now penetrating the entire workflow of content creation, user operations and live streaming management. Market opportunities for niche circle-focused services will continue to expand going forward.

2. Core pain points of current clients: Small and mid-sized creators and merchants generally lack in-house content creation capabilities, with limited expertise in account positioning and content editing. Streamers often lack skills in fan management and live stream operations, while high-quality creators in niche segments lack access to traffic and guidance on adapting to platform rules to drive growth.

3. Direction for solution development: Service providers can build targeted offerings such as managed operations and traffic planning tailored to the needs of creators in niche interest circles. They can also leverage Kuaishou’s AI tools to develop complementary creation and operations coaching services, helping creators capture the niche circle growth opportunity and improve monetization efficiency.

Kuaishou’s newly announced ecosystem strategy and operational practices offer valuable references for the operation and strategic planning of other platform operators, with key takeaways as follows:

1. Core demands of creators and users today: Users are no longer satisfied with generic content, and increasingly seek niche content aligned with their personal interests. Small and mid-sized creators want equal access to traffic distribution, while high-quality creators in niche segments want targeted traffic support to achieve sustainable commercial monetization.

2. Kuaishou’s latest operational approach: Staying true to its core positioning of equal, inclusive access, Kuaishou allocates 75% of cold start traffic to creators with fewer than 10,000 followers. It is pushing hard for a two-way circular operating model combining short-form video and live streaming, offering traffic support to eligible creators and maintaining a dedicated 10 billion traffic pool to support high-quality short-form video creators who launch live streams. Beyond traditional traffic metrics, the platform prioritizes engagement signals that reflect genuine user demand including saves and follows, to deliver targeted traffic support to niche creators, and has launched AI tools to lower barriers to creation.

3. Risks to avoid: Overly concentrating traffic on top creators in broad categories and ignoring the needs of niche circles will reduce user retention and leave the platform ecosystem less dynamic. Failing to prioritize trust building in private domains will lower creators’ monetization efficiency and harm the overall health of the platform ecosystem.

Disclosures from Kuaishou’s latest creator conference reveal new trends in the content community industry, offering high reference value for industry research, with key content as follows:

1. New industry development trends: China’s content community platforms have shifted from competing for mass traffic and broad category market share to a phase focused on deepening diverse, distinctive ecosystems. Niche interest circles have become the new source of growth for platforms, and integrated operations across short-form video and live streaming have become the mainstream business model for content creators. AI technology now fully penetrates the entire workflow of content creation, user interaction and operational diagnosis, reshaping the industry’s production model.

2. A validated new business model: The closed-loop cycle of "interest circle content – private domain trust building – commercial monetization" has been proven effective. Data shows that monthly per capita income for creators focused on vertical niches is 2.2 times higher than that of generalist creators chasing broad traffic, and private domain monetization efficiency is 2 to 3 times higher than public domain efficiency. Even niche hobbies and regionally distinctive content can achieve scaled commercial monetization.

3. Insights for platform strategy: Sticking to a platform’s core identity and long-term commitment to equal, inclusive access helps build user trust and develop differentiated community moats. Technology iteration should always serve the platform’s core community value rather than alter its core positioning, to enable long-term, sustainable development.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】8月29日，2026快手光合创作者大会在武汉举行。快手科技创始人、董事长兼首席执行官程一笑发表题为《坚实特色内核，塑造多元社区》的演讲，系统阐释了快手社区的延续与演进，并分享平台下一阶段的创作红利方向。

程一笑表示，15年来，无论快手的产品和社区形态如何演进，内容，尤其是特色内容，始终是快手社区最坚实的土壤。平等普惠、温暖信任、多元特色，共同构成快手的社区内核。面向未来，快手将进一步深耕兴趣圈层，鼓励优秀的短视频作者走进直播间，也支持优质主播通过好视频触达更多用户，让好作者获得好流量，让每一个细分圈层都成长出自己的领军作者。

“我们希望每一类兴趣，都能在快手找到专属观众、专属圈层、专属生意。”程一笑称，未来快手最大的创作红利，将来自于对多元特色生态的深耕。

01 从大品类走向细分多元，632个兴趣圈层加速生长

回看快手15年的发展，从GIF动图到短视频再到直播，每一次技术进步都为社区带来新的变化、活力与机会，但平等普惠的社区创立初衷始终未变。

程一笑透露，目前，快手冷启动流量中，给到万粉以下创作者的占比达到75%；每天在快手上发布的作品数量超过5800万；近一年来，超过2.7亿用户通过发布作品表达自我；持续发布作品超过10年的创作者已超过1700万。数以亿计的普通人，只要有热情、爱创作，就能在快手自由平等地表达，并有机会被更多人看见。

持续创作，也让越来越多的创作者凭借专业力赢得更多用户的信任。2026年以来，快手上诞生了超过170亿对关注关系，用户年私域人均互动次数超过1300次，私域人均变现效率达到公域的2至3倍。许多创作者和用户从新朋友变成老朋友，长期积累的信任也逐渐转化为创作者可以持续经营的资产。

在广泛表达和长期关系沉淀的基础上，快手也观察到一个新的变化：有影响力的创作者不再只集中在大品类，内容创作与用户需求正在加速向更细分的兴趣领域延伸。

数据显示，截至目前，快手上已涌现出632个兴趣圈层和4112个细分兴趣标签，用户人均拥有16个长期兴趣。这些兴趣不仅丰富了用户的内容消费，也与用户留存形成正向关系：平台观察到，有83%因兴趣而互相关注的用户会在之后开始高频互动，当用户能够在多个细分领域持续找到感兴趣的内容和同好，这些兴趣也会成为用户持续回到快手的理由，进一步增强用户与社区的连接。

近年来，快手上有大量值得深耕的特色品类正在快速窜升，戏曲民俗、西北篮球、二次元JK、拼豆、赛鸽、相亲，越来越多特色内容正在快手长出各自的生态。程一笑表示，圈内同好聚集、互动拉近关系，短直双向循环，区域和特色品类充分生长，这才是快手生态最健康的形态。

不仅如此，兴趣圈层带来的价值，也在从内容和关系延伸到创作者经营。数据显示，在快手，深耕垂直领域的作者月人均收入达到泛流量作者的2.2倍。以西北体育为例，区域赛事直播让西北球迷在线上聚集，2026年第二季度付费直播GMV环比增长121%，累计GMV突破800万元。重庆女孩梨青青则从分享JK穿搭和圈内知识起步，170天内涨粉超过百万，联名款单品GMV超过1200万元。无论是一项区域赛事，还是一种小众爱好，找到精准同好、沉淀信任关系后，都能释放出更高的商业价值。

02 鼓励短直双向循环，让每个圈层长出领军作者

多元特色的社区生态，也离不开短视频和直播两种载体。谈及短视频和直播在兴趣圈层中的不同作用，程一笑认为，短视频适合承载人群触达广泛、内容普适、即查即有的圈层；直播则更适合承载属地化、强互动、定制化的兴趣圈层。不同的内容和圈层，需要找到更适合自己的承载方式。

2025年，快手提出“短直一体”的基本经营理念，鼓励创作者同时做好短视频和直播。今年，平台将在短视频和直播双向循环的方向上进一步推进：一方面，加大对“好主播发好视频”的流量扶持，把流量给到能够带来用户深度消费和有效互动的作者。数据显示，通过一系列流量扶持，符合相关条件的主播在发布短视频的2日内，篇均曝光提升40%，涨粉提升41%。另一方面，鼓励优质视频作者开播，提供百亿专属流量池，加速优质视频作者向短直双好作者跃迁。

哪些内容能够得到更好的分发，标准也在进一步明确。程一笑认为，在细分领域有专精的创作者，未必在粉丝量和播放量上占据绝对优势，却往往在一些特定指标上更加突出。其中，收藏体现了用户对内容工具价值和复用价值的认可，关注则代表用户长期的内容消费诉求。平台将进一步挖掘这些指标，针对性给予流量扶持，让细分领域的好作者不被埋没。

从内容维度看，快手更鼓励兼具“高质量”和“社区感”的作品。除了深度性、感染力、实用性和稀缺性，平台也希望更多有烟火气、有人情味、能带来归属感的优质内容被用户看见。

过去一年，快手已经在多个细分领域看到一批潜力标杆作者加速涌现。武亮通过志愿填报答疑，为考生和家庭提供帮助，高考期间累计涨粉79万；令狐天艺把民俗杂技这一传统艺术变成数百万人共同的热爱，粉丝量超过300万，直播在线人数峰值突破11万；唐立达用二次元方式表达年轻人喜爱的内容，粉丝量超过550万，2026年7月播放量达到1.8亿。今年，平台将继续通过主动挖掘和流量扶持，帮助更多潜力作者实现跃迁，让每一个细分圈层都成长出自己的领军作者。

03 拥抱AI新工具，但社区底色始终不变

谈及未来五年的变化，程一笑表示，AI技术正在改变内容创作方式，不仅让创作工具更加高效，也在丰富创作品类和创作表达，赋能主播成长和经营。

在工具端，可灵AI系列模型推出业内首个原生4K视频直出功能，在保证动态质量和音画同步的同时，持续提升创作效率，进一步降低高质量视频的创作门槛。相关能力也已经从大众创作走向专业创作和影视工业化制作流程：AI短片《纸手机》全网播放量超过1亿，并入围北京国际电影节AIGC单元；在好莱坞作品《大卫王朝》中，可灵生成内容进一步与真人拍摄实现无缝协同。

面向更广泛的创作者和商家，快影也已搭载全链路AI辅助创作能力，包括帮助创作者找准账号定位、进行智能剪辑和素材成片，以及完成更专业的AI创作。

AI也正在丰富平台的内容品类和创作表达。截至2026年7月，快手有效消费AIGC内容的用户数达到2.8亿；万粉以上作者中，发布AIGC作品的作者数量同比增长13倍。借助AI，创作者既可以尝试过去难以实现的科幻内容，也能把晦涩知识转化为更加直观、易懂的表达。

AI能力还在进入主播经营的更多环节。直播间内，AI互动助手帮助主播更好地与用户互动；直播间外，AI私信助手辅助主播维护粉丝关系；直播效果诊断则帮助主播发现问题、找到提升方向，进一步改善互动表现和直播收入。

程一笑认为，站在今天这个时点看向未来，AI新浪潮带来的变化才刚刚开始。但技术和产品形态无论如何变化，快手15年来的底色始终不会改变——永远是普通人的平台、真实的社区、长期深耕者的阵地。“因为有这样的底色，我们才会和数以亿计的创作者在这里相遇；因为有大家，我们才能一起构建出一个温暖信任、多元特色的社区。未来，我们继续并肩前行。”

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