Recently, the relevant departments have increased the supervision of video, information and other applications. After the introduction of strong supervision, whether you are watching Kuaishou, Douyin, or Neihan Duanzi, you are all affected.
On April 4, the Cyberspace Administration of China interviewed the relevant responsible persons of Kuaishou and Toutiao's "Volcano Video" in accordance with the law, made serious criticisms, and ordered comprehensive rectification. Subsequently, Kuaishou and Volcano Video were removed from some mobile app stores.
On April 10, the State Administration of Radio and Television requested to permanently close Toutiao’s product connotation jokes. That night, Toutiao’s Douyin short video announced that it would temporarily close the live broadcast and comment functions, and comprehensively upgrade the system. It will further improve content review standards, optimize the review process, and strengthen the management of platform content, including comments and live broadcasts.
After Kuaishou, which has huge users and traffic, was interviewed for vulgar content and ordered to rectify, also on April 11, WeChat and QQ will also suspend the direct playback function of short video APP external links during the rectification of Internet short videos. Including Weishi, Kuaishou, Douyin, Xigua Video, etc.
In the field of short content and rapid iteration, due to the low barriers to content production, it is easy to generate homogeneous content, which is also the biggest challenge that Douyin will face next. Judging from the source of short video content, most of them are generated by ordinary users, including a lot of content presentation methods that we are already familiar with, such as: young girls dancing, hairstyle design and simple hair tie, beginners in makeup, etc. These videos first appeared in Meipai, Miaopai, etc., and now they are excavated again. Different people perform the same type of interpretation. After a long time, it will inevitably cause visual fatigue.
Product fire is a blessing for a product, but without innovation, the beginning of prosperity will also be the beginning of demise. If Douyin does not want to become a flash in the pan, it must continue to produce high-quality content to solve user pain points; and if it wants to develop more lastingly, it must consider strengthening the commercialization process. Hopefully, Douyin can go further.
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