Recently, the Internet community has been completely dominated by Douyin. It seems that everyone is concerned about its overseas business.
Or, if you want to eat melons or Trump, who is the winner? !
To be honest, Douyin was only launched in September 2016, and it became a national software in less than four years. It has taken the world by storm and is really powerful.
Take a look at how users in other countries are addicted and excited:
It has created a lot of new ways of playing short videos and has penetrated into everyone's entertainment lifestyle.
Seriously, no one can compare to Douyin when it comes to brainwashing. No wonder other countries are so scared for such a powerful product.
However, if a product is not well done, no matter how good the marketing is, it still cannot help.
Therefore, the vibrato can go to this day, or the product is excellent.
So today let's talk about its product design itself.
from. Looks like Lu Han's product brother
Douyin is now inseparable from its positioning and some operational market measures and recommendation mechanisms. In short, these are the three points:
Douyin = the trend of young people
The official built-in rich video effects, invited KOL to demonstrate the gameplay, directly put the label of fashion and trend in the hearts of first- and second-line young users, and if they don't play, they will be synonymous with soil.
And its series of songs once swept the entire Internet. This is still the product of the combined effect of content and market operations. Its purpose is to deepen the status of vibrato as synonymous with trend, fashion, and cutting-edge among young people.
Give creators a good environment
As a platform, the most important thing is UGC content.
The first step of Douyin is to give money to make people motivated to create; the second step is to launch a supporting video editing tool-Cut Screen, which lowers the threshold of creation and allows more young people to quickly participate in video creation.
Algorithm mechanism
The algorithm mechanism of Toutiao has always been a very strong point of them. This is also applied to Douyin. It will recommend content according to the tags of the content you watch, and it is quite accurate.
On this basis, in order to enhance the freshness, some other types of popular content will also be recommended to reduce the degree of homogeneity.
However, Douyin’s ambitions do not stop in the field of content creation, because the platform has a huge number of users and social relationships are connected. Video content is more likely to touch users and gather a large number of high-quality KOLs. It is used for social networking, e-commerce, O2O, Workplace education, live broadcasting, etc. can also be a fish in water.
However, they have always been criticized for obtaining users' social networks and infringing on privacy rights.
Users are allowed to access, and can be abused, are two things, I hope users can be respected.
Some small opinions
As I just said, their label in the minds of young users is fashion. This is an advantage, but it is also a drawback, which has become an obstacle to business expansion.
For example, the launch of Duoshan in the social direction is a failed attempt. The fundamental reason is that the social status of WeChat acquaintances cannot be shaken. There is no essential difference between Duoshan and Douyin in terms of function, and both focus on content rather than Social relationship links, so Douyin is more inclined to Weibo rather than WeChat in social methods.
However, it has been very successful in the live entertainment line because its tonality is the same as that of short videos, subverting the status of entertainment live streaming of short videos such as Douyu, Huya, and Yingke, regardless of the number and quality of anchors, the number of fans, and the amount of rewards. The data are relatively good.
E-commerce is currently the point where Douyin is very much hopeful. Its main method is still live streaming. Previously, the contract with Lao Luo for live streaming marketing was very loud but the data was not sustainable. The reason is the current ecosystem of Douyin. Here, e-commerce genes still need to be continuously cultivated. The direct impact of its excessive young users is insufficient consumption power, and the first consumption platform for young users is still a treasure, and the habit of live broadcast consumption needs to be gradually cultivated.
from. Northeast products old girl
First of all, we have to make it clear that Douyin is not a separate product. It relies on the ecology of Toutiao and is a product of a latitude.
Of course, there are other products at this latitude.
such as:
1. TikTok & TikTok
Douyin mainly focuses on sharing videos, while Duoshan mainly focuses on video social functions. Doxan can send red envelopes to friends when chatting, which adds a lot of fun ways to play, such as sending video clips and 3 chats with strangers.
Although there are some unique points, multiple flashes are undoubtedly a failure. It also proves that social interaction is not so transferable and cannot be easily tried.
2. Analysis of Douyin & Douyin Volcano Edition
The videos in the Tik Tok Volcano version are mainly humorous videos, and there are more videos of life tips, while the Tik Tok software is mainly based on popular songs, dance videos and game videos.
The audience of Douyin Volcano is generally around 30 years old, while the audience of Douyin is relatively young.
The original video released by Douyin Volcano can get firepower value, which can be withdrawn, while Douyin video has no revenue nature, but Douyin can quickly attract fans and then obtain revenue through self-media operations.
This may be an attempt by Douyin to sink, trying to divide some Kuaishou's market share, but the effect is obvious to everyone.
from. 186 tall and handsome design boy
Just talked about it from the product perspective, let me talk about the page and interaction.
interface design
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The first level navigation uses the rudder navigation that highlights the video release function, and other labels are presented in text without using Icon or Icon+text.
First, it can better highlight the buttons for publishing videos, highlighting the contrast, and second, the overall design feel, which is better, with a clear primary and secondary, allowing users to get a better sense of immersion when scrolling videos. -
When staying on the tab homepage, the navigation background becomes transparent, maximizing the display of page information and obtaining a better immersive experience.
Interactive Design
The interaction of Douyin is relatively simple and direct, and it is very friendly to new users. The time cost of learning to understand the product is very low.
Double-click to like, scroll up and down to browse other videos, swipe left to enter attention, swipe right to enter the video author's profile page to see more, and click the function button will also have an animation display.
from.Interaction Yizhihuaye Ge
The upstairs are all relatively large places. I think they do a good job in many details, such as advertising interaction.
Douyin advertising function
At present, there are three CTA (Call To Action) links in the ad playing interface. Enter the landing page by clicking the button below the video or the copy, avatar, and button after the advertisement is over.
In the comment function of the advertising interface, there is also a CAT link.
Advertisers can choose to open or close the comment area.
If you don’t open it, users will feel that you don’t even have the courage to make comments when you advertise, and the product is definitely not good, which will affect the conversion rate.
If you open, high praise comments are often the kind that makes the advertiser's brand so black.
Therefore, the comment area will top the advertiser's ad copy, with the trend of comments, and attach the CTA link.
This also incentivizes advertisers to open a comment area (one more CTA button is opened), which increases the conversion rate.
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The above are some of our views on Douyin.
There are also prototypes of Douyin products in the material square. Knife friends can reuse them with one click, or modify the page interaction you think is better on this basis.
