1. The difference between video number, Douyin and Kuaishou
This question can be thought through from the company's slogan.
Video number: "Record real life";
Douyin: "Record a good life", the original is "Let worship start here";
Kuaishou: "Embrace every change", before it was "See every life", and then Before it was "Record the World Record You".
Tik Tok focuses on "beauty" and it pays more attention to the quality of the content itself. Therefore, the logic of Tik Tok is to continuously filter and amplify high-quality content. The experience is also to optimize the experience of content consumption, making it a full screen mode.
The content distribution mechanism of Douyin is also more conducive to high-quality content producers, and the entire traffic distribution will be relatively more centralized; its social attributes are also relatively weak, so it is an opportunity for us media users who rely solely on individuals. It's relatively small.
From the perspective of these slogans, Kuaishou puts more emphasis on recording, and the logic of content distribution is also for everyone to be seen; the experience is also a dual-column model, which lowers the threshold for creators and is friendly to content production.
Kuaishou pays more attention to the links between people, and its social attributes will be stronger. Therefore, the controllable public domain traffic of the platform will be less, which is suitable for the precipitation of private domain traffic within the platform.
The video account emphasizes real life, recording life in the form of pictures and videos, which is a bit like the early Kuaishou.
The core advantage of the video account is based on WeChat's acquaintance socializing, using social recommendations to compensate for algorithm recommendations, and building a new content ecology.
In addition, the biggest difference you must have found is that both Douyin and Kuaishou use a 9:16 full screen design, while the video number uses a 6:7 ratio.
From an experience point of view, the biggest advantage of this design is that the user first sees that the focus is not only the video, but also the text under the white interface (title, location, video tag, etc.) and a friend’s like information , Richer content and relational information, and stronger social attributes.
In addition, this is where I admire the video account product manager the most. Based on my own advantages, I create a brand-new experience model, instead of copying it as most entrepreneurs do; after all, use Douyin and Kuaishou. It’s basically impossible to surpass Douyin Kuaishou.
2. The difference between the video account and the official account and Moments
The biggest difference is actually the content creation and expansion of the social circle mentioned at the beginning.
The core of the official account is attention and service; the official account is a media attribute, so the quality requirements for the content are relatively high; so let me write articles every day, and also write high-quality articles, I tried hard, but It is really impossible for me; but it is relatively easy for me to shoot a short video of about one minute a day, which can be recorded in real time and presented at any time.
In addition, the articles I wrote in the past, in addition to sharing the circle of friends, can only be posted on external websites to have a chance to gain greater exposure, otherwise there is no chance; and the WeChat friends in my circle of friends are still not blocked to see me Content.
But with a video account, it’s different. Anyone can see the content you posted through the recommendation mechanism of the video account, active search or the likes of their WeChat friends; so I just need to attach the article to the video account, as long as If a friend likes a comment, then the friend's friend will also see the content of my video number and the accompanying articles below; for me, the exposure of my articles will increase, and the speed of my personal brand promotion will be more rapid. fast.
In other words, the video number will become easier for ordinary people who want to build a personal brand.
3. Current advantages and opportunities of the video account
You will find that as a platform, Douyin and Kuaishou have established strong scale advantages and algorithm advantages on the content supply side, operation side, and user side due to the low-threshold creation tools, accurate recommendation algorithms, and industrialized content ecosystem. ; Means that there will be almost no other short video applications in the short term.
As content creators, ordinary people or small organizations, without a strong content or team, it is almost impossible to get a share of the short video field.
Therefore, as mentioned earlier, if you don't want to miss the short video, you must seize the video number.
You still have these 2 opportunities:
Based on the social relationship of WeChat, you can use the original private domain traffic based on the WeChat ecosystem to establish a brand new social network through the acquaintance-semi-acquaintance-unfamiliar relationship chain. Friends like recommendation mechanism to enlarge your existing private domain traffic pool;
The content of the official account is blessed. Many of the early self-media that started based on the official account originally thought that the official account would not work. Now you can use the video and the content of the official account to reactivate your users and establish your own private domain traffic pool. Create a "moat" based on the self-media content system.
In addition, as an ordinary person, you can completely use the video account to create your own personal brand. After my video account is up, I will write an article separately and share it with my own case.
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