Original Chen Qiaohui Tech Planet A
full-scale vibrato .
Tech Planet (WeChat ID: tech618)
Text | Chen Qiaohui
Head Image | IC Photo
" Tik Tok Short Video" has become a thing of the past. On September 28, the " Tik Tok " brand with the word "short video" removed has been tested online.
In the past, the naming of "Tik Tok Short Video" did not make users memorable. Instead, the concise name of the word "Tik Tok" became more popular. In addition, Douyin's live broadcast, e-commerce, and social services continued to mature. , ByteDance has changed the original short video positioning of Douyin.
Tech Planet (WeChat ID: tech618) learned that after upgrading the Douyin Short Video App from version 13.0 to version 13.1, it was discovered that the original 5 words "Douyin Short Video" had been removed from the 3 words "short video" , Now only the "Tik Tok" App is displayed on the mobile desktop.
In addition, on its official website douyin.com, the original three words "short video" were also removed, and only the word "Tik Tok" was retained, which means that the name of the Tik Tok App has been officially recognized. Of course, this series of operations shows that "Tik Tok" has officially become a new brand, and the unification of the brands will benefit the future business development of Douyin.
On the left is the name of the App before version 13.0, and on the right is the App name of version 13.1 (due to different mobile phone systems, the logo displayed on the App is also different, not as a reference)
from this time "Douyin Short Video" is officially renamed "Douyin" It can be seen that, on the one hand, it is because the word "Tik Tok" is more in line with the user's habitual name; on the other hand, with the further development of Douyin, its attributes are no longer just short videos, but also extended to live broadcasts. , E-commerce, social networking, finance, games and other businesses, if you name Douyin with the attribute of “short video”, it is no longer appropriate to name the app with the simple and clear “Tik Tok”, which will highlight the recognition of the Douyin brand. Knowledge.
In addition, as of August 2020, including Douyin Volcano, Douyin has more than 600 million daily active users. Douyin, which started with short videos, is not satisfied with its current results. In order to seek further user growth and On the rise, Douyin began to deliberately hide the specific label "short video", and replaced it with diversified business development consisting of sub-brands such as Douyin e-commerce, Douyin music, and Douyin games. The new app naming will also announce that in the future, Douyin hopes to become a super app similar to Alipay and WeChat, not just a short video product in general knowledge.
Recently, Tech Planet (WeChat ID: tech618) has exclusively reported on the trial of Douyin App under various sub-brand businesses. For example, it created a simple music player in its App, trying to increase the music streaming properties of Douyin; and recently, it tested the cloud game function, which embedded some casual games into the App to help users in the Douyin App. To establish an entertainment center; In addition, in order to strengthen its own e-commerce attributes, Douyin disconnected Taobao's external links and vigorously supported its own small stores. Through these actions, it shows that Douyin is constantly strengthening multiple attributes to break through its short video label.
It is worth noting that these new functions are developed and tried on the basis of short videos. Douyin may train users through this "short video +" model to familiarize themselves with various business operations based on short videos. Some analysts believe that through diversified development and further exploration of social interaction with acquaintances, the Douyin App has become a short video version of WeChat. This time, it has abandoned the short video naming model used for many years, or has become a further step for Douyin. The beginning of expansion.
However, the Douyin App has become more and more bloated as it becomes more versatile, or, like QQ, affects the user experience. How to solve this impact will be a problem for Douyin to think about in the future.
Original title: "Exclusive | "Tik Tok Short Video" App was renamed, removed "Short Video" to further expand? 》