Douyin, as ByteDance, launched a super hit in the short video field in 2018. It experienced the short video war, Tencent blocked, launched Duoshan to challenge the social status of WeChat, and also launched the overseas version of Douyin TikTok, which is popular in the world. In a few years, it has become an Internet business giant.
In the Spring Festival of 2021, Douyin sponsored the CCTV Spring Festival Gala, and madly spent 1.2 billion in cash. Kuaishou, the old rival, won the sponsorship rights of the remaining dozen satellite TV Spring Festival Gala. The short video battle country email list has not stopped for three years.
The audience of Douyin is very wide and simple; many people have the feeling that they can't stop using Douyin. Why is Douyin so "magic"? I was curious, so I wanted to analyze Douyin from the perspective of user experience; so I put the fourth phase of analysis on Douyin.
1. What kind of software is Douyin?
Let’s start with the conclusion. Douyin is an information flow platform that relies on recommendation algorithms and mainly short videos. I want to talk about three key words, information flow, short videos,
Zhang Yiming has a map of the world, one horizontal and one vertical. The horizontal axis is the various categories of information flow: for example, pictures are information flow, text is another type of information flow, long video, short video, 3-minute video, and 15-second video are all categories of information flow.
The vertical axis is the crowd: people divided by age, gender, and various label attributes; in this way, the horizontal and vertical axes are divided into an infinite number of grids; this is the world map of ByteDance, and in the blank spaces of all grids, they are all During training, they are all waiting for the signal of opportunity to launch new products at any time.
Today’s headlines belong to the text information flow in the world map, the watermelon video belongs to the medium and long information flow in the world map, and Douyin is a super explosive product launched by ByteDance in the short video information flow of the world map.