China Content Monthly Summary
– 2023.8.1-2023.8.31 –
Created by China Design Team
中文版
|
More new content release please follow slack channel: #rollouts-templates-cn , #new-content-release-cn
TL;DR
这个报告是关于Canva Content Library用户端使用汇总，通过这个报告你可以看到：
- 用户希望在Canva找到什么类型的内容
- 用户用量最多的模板/照片/素材/字体等
- 内容收入构成
by Search Volumn
by Template / Ingredient export
Content ARR
Data Date: August 31
Other ARR
$4,736,767
42%
58%
Content ARR
$3,314,883
video 视频
0.6%
vector 矢量素材
19.2%
text_group 字体组
7%
text_effect 字体组
4%
raster 照片/素材
10.4%
font 字体
5.3%
template 模板
52.3%
Data Source: https://app.mode.com/canva/reports/50046dd9ba7d & https://app.mode.com/canva/reports/66ad225ab501
Template
Template ARR
April 01 - August 31
Unit: USD
$1806647
template_arr
2,000,000
1,500,000
1,000,000
500,000
0
2023/4/1 0:00
2023/4/4 0:00
2023/4/7 0:00
2023/4/10 0:00
2023/4/13 0:00
2023/4/16 0:00
2023/4/19 0:00
2023/4/22 0:00
2023/4/25 0:00
2023/4/28 0:00
2023/5/1 0:00
2023/5/4 0:00
2023/5/7 0:00
2023/5/10 0:00
2023/5/13 0:00
2023/5/16 0:00
2023/5/19 0:00
2023/5/22 0:00
2023/5/25 0:00
2023/5/28 0:00
2023/5/31 0:00
2023/6/3 0:00
2023/6/6 0:00
2023/6/9 0:00
2023/6/12 0:00
2023/6/15 0:00
2023/6/18 0:00
2023/6/21 0:00
2023/6/24 0:00
2023/6/27 0:00
2023/6/30 0:00
2023/7/3 0:00
2023/7/6 0:00
2023/7/9 0:00
2023/7/12 0:00
2023/7/15 0:00
2023/7/18 0:00
2023/7/21 0:00
2023/7/24 0:00
2023/7/27 0:00
2023/7/30 0:00
2023/8/2 0:00
2023/8/5 0:00
2023/8/8 0:00
2023/8/11 0:00
2023/8/14 0:00
2023/8/17 0:00
2023/8/20 0:00
2023/8/23 0:00
2023/8/26 0:00
2023/8/29 0:00
April
May
June
July
August
Data Source: https://app.mode.com/canva/reports/1363f42d9b77
Top 50 search in marketplace
1.logo | 11.招聘 | 21.古风 | 31.封面 | 41.活动 |
2.七夕 | 12.ppt | 22.处暑 | 32.招新海报 | 42.餐饮logo |
3.演示文稿（16:9） | 13.招新 | 23.陪玩 | 33.招生海报 | 43.微信公众号封面 |
4.Free mobile poster | 14.ppt模板 | 24.科技 | 34.升学宴邀请函 | 44.作品集 |
5.个人简历 | 15.海报（竖版） | 25.自我介绍 | 35.价格表 | 45.表格 |
6.免费ppt模板 | 16.芭比 | 26.七夕海报 | 36.旅游 | 46.绿色 |
7.免费ppt | 17.社团招新 | 27.生日 | 37.自介 | 47.学生会招新 |
8.立秋 | 18.招聘海报 | 28.简约 | 38.早安 | 48.中秋 |
9.红色 | 19.小说封面 | 29.蓝色 | 39.升学宴 | 49.公众号 |
10.课堂展示演示文稿 | 20.喜报 | 30.美食 | 40.招生 | 50.言情小说封面 |
“对比过去的三个月，Logo依然是第一搜索需求，随着校园开学季临近，校园主题的相关的设计搜索排名开始逐渐上升！“
top 10 user AttractIVe templates
在用户点击（Apply）前100名的模版中，从看见（impressed）到点击（Apply）转化率前十的模版，
用户点击（Apply）区间为：4,675 - 21,629
以上全部为免费模版
度过了暑期低谷，8月数据逐渐回升，
大学生的回归让简历重回历史舞台，Top 10 吸引用户点击的模版中60%为简历，与7月全屏演示文稿有很大变化。
其次热点主题：幼儿邀请函，小清新横版拼图，金榜喜报，社团迎新，符合开学场景
top 10 user Usability templates
在用户导出（Export）前100名的模版中，从点击（Apply）到导出（Export）转化率前十的模版，
用户导出（Export）区间为：1,497 - 5,949
相较上个月，愿意导出设计的用户提升7%，但top 10的绝对值不及上个月，代表用户使用的模版更加丰富了
Top1的模版与上个月一致，Top3简历也模版与出现7月top 10中，并且它们全是Pro模版
其他模版全部换新为秋天金黄视觉，7月的微信公众号封面还是蓝色和绿色，对应的8月节日热点是立秋
类别为简历，海报，公众号封面与上月无异，而小红书首次进入导出转化top 10
TOP 10 attributed arr Templates
查看8月贡献ARR最多的模版和金额（USD）
80%的模版来源于7月将高用量 free templates转为pro templates的实验
top3的模版和7月对比只有排位上的轻微变化，和简历一起仍然是7月挣钱的主力军
本次logo本次没有出现，海报和简历的出现比例增加，演示文稿照常出现1个
主题为招募，活动，计划演示文稿，招聘
Top 10 category exports
小红书帖子
Logo
海报（竖版）
简历
长图
演示文稿
手机海报
日签
微信朋友圈
微信公众号封面
相较于上个月，简历排名下降到第八名，其他变化不大
top 5 export categories-海报（竖版）
Exports range：17,649- 8,839
“临近开学，前十的海报设计中，校园、招聘相关海报占据绝大多数位置，旅游相关设计有所提升“
top 5 export categories-演示文稿
Exports range：10,164 - 6,097
“工作总结、课件依然是最受用户欢迎的演示文稿主题，党政类主题用量逐步下降”
top 5 export categories-手机海报
Exports range：6,471- 3,706
“本月季节性海报占据了5个席位，其它绝大多数为招聘相关设计”
top 5 export categories-小红书帖子
Exports range：13,265- 6,565
“相较于上月，用量前十的小红书帖子整体变化不大，仅有排序变化”
top 5 export categories-微信公众号封面
Exports range：5,114- 2,715
“信息简洁、居中构图的大标题微信公众号封面依然更受市场欢迎”
Ingredient
ingredients ARR
Aug 01 - Aug 31
Unit: USD
audio
font
frame
media
raster
text_effect
text_group
vector
video
2,000,000
1,500,000
1,000,000
500,000
0
2023-05-01 00:00:00
2023-05-03 00:00:00
2023-05-05 00:00:00
2023-05-07 00:00:00
2023-05-09 00:00:00
2023-05-11 00:00:00
2023-05-13 00:00:00
2023-05-15 00:00:00
2023-05-17 00:00:00
2023-05-19 00:00:00
2023-05-21 00:00:00
2023-05-23 00:00:00
2023-05-25 00:00:00
2023-05-27 00:00:00
2023-05-29 00:00:00
2023-05-31 00:00:00
2023-06-02 00:00:00
2023-06-04 00:00:00
2023-06-06 00:00:00
2023-06-08 00:00:00
2023-06-10 00:00:00
2023-06-12 00:00:00
2023-06-14 00:00:00
2023-06-16 00:00:00
2023-06-18 00:00:00
2023-06-20 00:00:00
2023-06-22 00:00:00
2023-06-24 00:00:00
2023-06-26 00:00:00
2023-06-28 00:00:00
2023-06-30 00:00:00
2023-07-02 00:00:00
2023-07-04 00:00:00
2023-07-06 00:00:00
2023-07-08 00:00:00
2023-07-10 00:00:00
2023-07-12 00:00:00
2023-07-14 00:00:00
2023-07-16 00:00:00
2023-07-18 00:00:00
2023-07-20 00:00:00
2023-07-22 00:00:00
2023-07-24 00:00:00
2023-07-26 00:00:00
2023-07-28 00:00:00
2023-07-30 00:00:00
2023-08-01 00:00:00
2023-08-03 00:00:00
2023-08-05 00:00:00
2023-08-07 00:00:00
2023-08-09 00:00:00
2023-08-11 00:00:00
2023-08-13 00:00:00
2023-08-15 00:00:00
2023-08-17 00:00:00
2023-08-19 00:00:00
2023-08-21 00:00:00
2023-08-23 00:00:00
2023-08-25 00:00:00
2023-08-27 00:00:00
2023-08-29 00:00:00
2023-08-31 00:00:00
$1,615,315
May
Jun
Jul
Aug
Data Source: https://app.mode.com/canva/reports/66ad225ab501
Top 50 search in Object Panel
1.边框 | 11.渐变 | 21.圆 | 31.人 | 41.水墨 |
2.箭头 | 12.爱心 | 22.云 | 32.分割线 | 42.可爱 |
3.相框 | 13.蝴蝶 | 23.玫瑰 | 33.阴影 | 43.气泡 |
4.长方形 | 14.七夕 | 24.二维码 | 34.书 | 44.红色 |
5.背景 | 15.古风 | 25.方框 | 35.横线 | 45.数字 |
6.星星 | 16.正方形 | 26.线 | 36.虚线 | 46.音乐 |
7.文本框 | 17.对话框 | 27.喇叭 | 37.月亮 | 47.蓝色 |
8.花 | 18.表格 | 28.圆圈 | 38.太阳 | 48.山 |
9.框 | 19.人物 | 29.圆形 | 39.英文 | 49.云朵 |
10. 线条 | 20.文字框 | 30.科技 | 40.装饰 | 50.标签 |
Total Applies:3.0M
Total Exports:7.3M
Top 20 free Photo Export
applies: 4031
Exports: 15263
export rate:378.64%
applies: 1057
Exports: 13247
export rate:1253.26%
applies: 954
Exports: 10535
export rate:1104.30%
applies: 6286
Exports: 9161
export rate:145.74%
applies: 948
Exports: 7530
export rate:794.30%
applies: 5959
Exports: 4750
export rate:79.71%
applies: 1350
Exports: 4188
export rate:310.22%
applies: 1789
Exports: 3468
export rate:193.85%
applies: 1385
Exports: 3241
export rate:234.01%
applies: 3709
Exports: 2095
export rate:56.48%
applies:1174
Exports: 1962
export rate:167.12%
applies: 957
Exports: 1696
export rate:177.22%
applies: 1447
Exports: 1497
export rate:103.46%
applies: 1051
Exports: 1342
export rate:127.69%
applies: 2560
Exports: 1328
export rate:51.88%
applies: 1560
Exports: 1149
export rate:73.65%
applies: 1059
Exports: 1096
export rate:103.49%
applies: 2326
Exports: 1060
export rate:45.57%
applies: 2324
Exports: 992
export rate:42.69%
applies: 1875
Exports: 781
export rate:41.65%
“绝大多数为模板中的背景图片”
Total Applies:1.4M
Total Exports:993K
Top 20 Pro Photo Export
applies: 1787
Exports: 2547
export rate:142.53%
applies: 546
Exports: 1536
export rate:281.32%
applies: 640
Exports: 1184
export rate:185.00%
applies: 511
Exports: 1072
export rate:209.78%
applies: 921
Exports: 1001
export rate:108.69%
applies: 242
Exports: 987
export rate:407.85%
applies: 956
Exports: 786
export rate:82.22%
applies: 245
Exports: 767
export rate:313.06%
applies: 647
Exports: 730
export rate:112.83%
applies: 371
Exports: 634
export rate:170.89%
applies: 528
Exports: 617
export rate:116.86%
applies: 233
Exports: 559
export rate:239.91%
applies: 330
Exports: 548
export rate:166.06%
applies: 420
Exports: 545
export rate:129.76%
applies: 632
Exports: 532
export rate:84.18%
applies: 533
Exports: 532
export rate:99.81%
applies: 265
Exports: 532
export rate:200.75%
applies: 222
Exports: 503
export rate:226.58%
applies: 598
Exports: 435
export rate:72.74%
applies: 449
Exports: 406
export rate:90.42%
“绝大多数为模板中的背景图片”
"mostly background images in templates"
Total Applies:10.6M
Total Exports:37.2M
Top 20 free Element Export
*此数据为除去2022全年top20 elements的元素
applies: 3903
Exports: 46111
export rate:1181.42%
applies: 3857
Exports: 39601
export rate:1026.73%
applies: 2129
Exports: 43456
export rate:2041.15%
applies: 3254
Exports: 36931
export rate:1134.94%
applies: 10067
Exports: 41579
export rate:413.02%
applies: 2115
Exports: 41362
export rate:1955.65%
applies: 43296
Exports: 40684
export rate:93.97%
applies: 3252
Exports: 36879
export rate:1134.04%
applies: 12845
Exports: 36671
export rate:285.49%
applies: 5483
Exports: 34832
export rate:635.27%
applies: 2565
Exports: 30404
export rate:1185.34%
applies: 6770
Exports: 30173
export rate:445.69%
applies: 5936
Exports: 29915
export rate:503.96%
applies: 4901
Exports: 29050
export rate:592.74%
applies: 3445
Exports: 28587
export rate:829.81%
applies: 3413
Exports: 28351
export rate:830.68%
applies: 2288
Exports: 26883
export rate:1174.96%
applies: 35154
Exports: 26544
export rate:75.51%
applies: 2291
Exports: 26223
export rate:1144.61%
applies: 2311
Exports: 25228
export rate:1091.65%
“绝大多数为模板中的元素”
"mostly elements in templates"
Total Applies:3.5M
Total Exports:3.3M
Top 20 Pro Element Export
*此数据为除去2022全年top20 elements的元素
applies: 3490
Exports: 7083
export rate:202.95%
applies: 2120
Exports: 6598
export rate:311.23%
applies: 1687
Exports: 4800
export rate:284.53%
applies: 9062
Exports: 6003
export rate:66.24%
applies: 9876
Exports: 5260
export rate:53.26%
applies: 2913
Exports: 5152
export rate:176.86%
applies: 955
Exports: 4143
export rate:433.82%
applies: 5697
Exports: 4133
export rate:72.55%
applies: 1624
Exports: 4010
export rate:246.92%
applies: 804
Exports: 3786
export rate:470.90%
applies: 2000
Exports: 3752
export rate:187.60%
applies: 1890
Exports: 3415
export rate:180.69%
applies: 2465
Exports: 3314
export rate:134.44%
applies: 545
Exports: 3127
export rate:573.76%
applies: 1632
Exports: 2969
export rate:181.92%
applies: 2803
Exports: 2897
export rate:103.35%
applies: 1832
Exports: 2749
export rate:150.05%
applies: 1016
Exports: 2749
export rate:270.57%
applies: 1358
Exports: 2747
export rate:202.28%
applies: 2320
Exports: 2742
export rate:118.19%
“绝大多数为模板中的元素”
Total Applies:45.5K
Total Exports:438K
Popular elements by in-house
*230701-230831产出的素材
卡通手绘风格
模板应用
Exports: 4143
Exports: 4117
Exports: 4759
Exports: 2016
Exports: 4277
Exports: 1305
开学季模板
中国水墨风格
Exports: 3900
Exports: 644
Exports: 3716
Exports: 2182
Exports: 635
Exports: 629
绝大多数都在模板中使用
模板应用
开学季模板
Top 50 fonts Export
比较上月字体整体导出量增加15.32%
Top50较上月变化不大,可画原创字体有11款都进入Top50
无Pro Font进入Top 50
字体用量受产品配置/字体展示排序/模板用量影响较大
Creator
Data Source: https://app.mode.com/canva/reports/181acc54e07f
Creator Template apply ARR
April 01 - August 31
$158217
Unit: USD
Creator Template ARR
200,000
150,000
100,000
50,000
0
2023/4/1 0:00
2023/4/4 0:00
2023/4/7 0:00
2023/4/10 0:00
2023/4/13 0:00
2023/4/16 0:00
2023/4/19 0:00
2023/4/22 0:00
2023/4/25 0:00
2023/4/28 0:00
2023/5/1 0:00
2023/5/4 0:00
2023/5/7 0:00
2023/5/10 0:00
2023/5/13 0:00
2023/5/16 0:00
2023/5/19 0:00
2023/5/22 0:00
2023/5/25 0:00
2023/5/28 0:00
2023/5/31 0:00
2023/6/3 0:00
2023/6/6 0:00
2023/6/9 0:00
2023/6/12 0:00
2023/6/15 0:00
2023/6/18 0:00
2023/6/21 0:00
2023/6/24 0:00
2023/6/27 0:00
2023/6/30 0:00
2023/7/3 0:00
2023/7/6 0:00
2023/7/9 0:00
2023/7/12 0:00
2023/7/15 0:00
2023/7/18 0:00
2023/7/21 0:00
2023/7/24 0:00
2023/7/27 0:00
2023/7/30 0:00
2023/8/2 0:00
2023/8/5 0:00
2023/8/8 0:00
2023/8/11 0:00
2023/8/14 0:00
2023/8/17 0:00
2023/8/20 0:00
2023/8/23 0:00
2023/8/26 0:00
2023/8/29 0:00
April
May
June
July
August
Data Source: https://app.mode.com/canva/reports/1363f42d9b77
Top 10 export template
total exports 14,516
total exports 9,182
total exports 14,045
total exports 9,064
total exports 13,587
total exports 8,949
total exports 13,028
total exports 8,839
total exports 10,164
total exports 8,669
“Creator发布的模板中，季节性海报表现不再强势，简历、招聘相关占据了绝大多书席位”
Top 10 export rate
“Creator导出率较高的模板大部分拥有文字信息层级较多以及通用性较强的特性”
Kudos to @Qiu Yi, @Feifei Long, @Wanxin Qian, @Qingzheng Wei and @Yuwei Cui for edited!