What’s the secret behind the video’s popularity?
Douyin video has been in constant turmoil.
In the past seven days, Douyin was first exposed to the fact that TikTok caused the company to lose 1.2 billion US dollars, and then temporarily blocked search results for Tencent games. This is directly attributed to the financial losses caused by Douyin’s strong promotion, and this is directly attributed to Tengxun’s commercial competition.
During the incident, Douyin videos kept showing off.
Even in the past two years, in terms of content, popular Internet celebrities like Heimao Jie and Li Jiaqi have been continuously created, and they have been widely launched on social media. In terms of e-commerce, Internet celebrities have been working hard to bring goods, and Douyin is still targeting many aspects.
Today, the quick attack method of capital has allowed Douyin Video to take the throne, but many years later, Douyin Video is still the number one player in the small video industry. What is the secret behind its popularity?
The copyable "miracle SF"
China's monthly active users have exceeded 500 million, and daily active users have exceeded 250 million. In less than 3 years since its establishment, Douyin has created a total miracle SF, directly catching up with Tencent, China's top traffic leader.
The expansion of Douyin Video in the small video industry has naturally disturbed the big guys. BAT is competing to enter the market. There are various short song videos. Tencent has also released dozens of products to hunt Douyin Video, but from the current point of view, Douyin Video can still have the last laugh.
This kind of prosperity is very different from the rise of Toutiao.
As representatives of economic globalization, the core of technology and capital will never change. Regardless of my country, India or the United States, users can experience the lowest technical logic of algorithm recommendation.
Douyin Lecturer Ranking In terms of promotion, the international version of Douyin Video is also unceremonious. It is reported that ByteDance’s advertising on Google alone has reached 300 million US dollars per year, which supports the promotion of TikTok, and on important online media where young users get information such as Facebook and Twitter, TikTok needs to be acquired with capital battlefield dominance.
Under this product management system, technology, operation and promotion are composed like parts of the production line. A product emerges from the production line and captures traffic positions one by one.
However, the growth of every traffic giant must follow a path to success that cannot be copied, not to mention that there are already many masters in short video. What is the real way for Douyin to be at the forefront?
Behind the popularity
The places where Douyin videos have “traveled” have become check-in places for Internet celebrities.
Open your mobile phone, point the camera at the night scene of Hongya Cave, select the appropriate BGM and PS filters for shooting, add some special effects, and each short video related to Hongya Cave will be released, and you will also have a team of explosive writers.
From the early popular C Mile C Mile Dance and Coral Dance, to the famous Reference Answer Tea, Turkish Ice Cream and Chongqing Hongya Cave, to today's "Hao Hi Oh" and "OMG". As for this product, Douyin’s explosive production capabilities are the most enviable. What path is he taking?
This set of powerful defensive tactics is indispensable for the product planning of Douyin videos.
Qingchen Network thinks: The content mainly promotes short videos. How can Douyin videos "bigger and strengthen" its own product pool? Take Li Xueqin, a popular internet celebrity in Douyin, as an example. Taking the video online store promotion of "Speak to Kris Wu", after the number of videos attracted 2.7 million followers, the statistical changes in it reflect the product planning concept of Douyin.
Douyin video management: the content login password behind the popularity of Douyin videos!
From the left and right statistical data, we can see the changes in the amount of attention of the five short videos before and after the video "Speaking to Wu Yifan". Calculated based on the average, the amount of attention for the five videos after the peak of attention is not as high as before.
Douyin video management: the content login password behind the popularity of Douyin videos!
After the explosion, it has returned to normalcy. After the "Li Xueqin situation", it reflects the great logic of Douyin video's "operating content but not operating people".
It is not difficult to find out if you frequently browse Douyin videos on the Douyin lecturer ranking list. If a certain content is highly recognized, there will be a lot of imitation, discussion and other reproduction and processing content on Douyin videos, and the dissemination of the content will be expanded through discussion topics on online media such as Sina Weibo and WeChat.
In the era of traffic fragmentation, users can learn about popular topics from online media, but the business concept of Douyin is to allow users to return to Douyin to find the source of content from various topics.
“Business content does not operate people”, this is very similar to the logic of ByteDance’s blockchain technology.
In the information age, the economic cost of finding high-quality content continues to rise. Customers are more concerned about seeing good content and pay little attention to the people behind the content.
