Behind the tiktok, the success of B station is the rise of the tiktok after 00 and the rise of the sound. In September 2016, the short video was at the high fever stage. Now, with the increasing popularity of mobile and fragmented consumption, the tiktok sharing the short message of life information becomes the most popular image consumer product.
Tiktok was born?
Today, tiktok is born with a golden spoon.
Statistics show that the founder of the jitter is Liang Rubo, the technical director of today's headlines, and Zhang's brother of Nankai University. His two major are software engineering majors. They all enter the field of content with the tiktok of technology.
Thanks to the precise algorithm and high transformation effect advertising, today's headlines force up the value of traffic and earn 10 billion advertising revenue in 2017. What's more, 700 million users have used today's headlines in 2017, and the total number of Internet users in China is no more than 800 million.
But that doesn't mean you can rest assured. Having huge traffic is one thing, but how to activate the existing traffic is another topic worth discussing.
In addition, the personalized content distribution mode, which is the main headline, has long been imitated by peers. Daily express, UC headlines, mobile Baidu, etc. are all covetous. In addition, bat's strong financial strength and application distribution and other channel advantages, under the ban's siege, today's headlines are actually anxious.
Therefore, it is inevitable to build a relationship chain. To maintain user stickiness and activate traffic, today's headlines try to establish a centralized social relationship chain, and try to find all the existing (except WeChat) social products, such as Kwai, micro-blog, and fast hands; the corresponding product matrix to the top is the headlines, the micro headlines, the small volcano videos.
Each product has carried out micro innovation on the basis of the original, and applied the most core algorithm advantage of the headlines, but the effect is not significant. Only the volcano video has been widely concerned by the public for a while, and the short video app embedded in today's headlines finally survives, far from completing the ultimate mission of building social networking.
Until the emergence of the trembling, the music and short video + social tiktok cut into the hottest music and short video industry in recent years, bringing hope to today's headlines.
Tiktok was launched in September 2016. In November, second, November, tiktok bought a Musical.ly, a short video social networking platform in North America, to merge it with the jitter.
Tiktok has also launched the international process of shaking. Kwai Kwai has been launched in more than 10 countries and regions, and has achieved a good result of "monthly active users of nearly ten million".
Under the crisis, Zhang Yiming once said: 'in May 2016, the total length of video consumption on the headlines has exceeded that of pictures and texts. The ceiling of picture and text information consumption is about to touch the top, and user content consumption is turning to short videos with more three-dimensional and rich presentation forms, especially UGC short videos. 'now it seems that he has decided on all in short video in that year.
The war is still spreading. Today's headlines are in the state of 'anxiety and running on one side'. Obviously, the jitter is a trump card in today's short tiktok video, but it's too early to talk about winning or losing.
GPLP has no way to know this problem. However, we can refer to the life path of many flash in the pan products, from facial sprouting, faceu, to Maman camera and footnotes. All of these products have one common feature: they burn fast and fall fast.
They all take a product function as a starting point, rush to the tool of realizing an innovative function to rapidly develop and launch the market, and then win the young people's love by means of star effect and bombardment of advertisements in large quantities, but this love, mostly for novelty, does not solve the pain points of these people, and finally becomes dispensable.
How far can tiktok go?
If we can't be commercialized, how tiktok can we go without?
At first, the voice was tiktok.
Like almost tiktok, APP has no advertising at the beginning, and like almost all products, the jitter has begun to push advertisements tiktok.
After all, commercialization is a product and a long-term survival of an enterprise.
Different from the traditional content form of words and pictures, short video is the carrier of natural high-quality advertising with diversified forms of expression and low consumption threshold. However, the commercial realization of short video does not have a reference path, so advertising, e-commerce, reward, subscription, etc. are all the directions that short video entrepreneurs and platform parties try.
There are mainly several types of voice advertisements we tiktok at present:
1. Insert ads into the video stream. When the user continues to watch the next video, it may be careless to slip into the ads, such as the three brand video ads launched with Airbnb, Harbin beer and Chevrolet. For the jitter, they are advertising, but tiktok is also a short video of high quality.
2. Customize the challenges in the station. The most representative is the oppo advertising. If you have 20 million, it is used to promote the brand slogan of '20 million photo phones before and after'. 3. Live. Unlike most tiktok live broadcast modes, the shaking sounds imitate the live broadcast function of Instagram. Users can only watch the live broadcast of the net red, which is concerned with the interaction of fans with high-quality short videos. It can also be regarded as one of the layout steps of the future to tiktok transformation.
4. E-commerce traffic entrance. This is a recently added feature. Take the animation video self media named 'Jiage is Picasso' as an example. The button of shopping cart appears in the short video, and the product recommendation appears after clicking. This is not the case. In the multiple jitter numbers, shopping cart buttons and merchandise recommendation information are found. These numbers are over millions of fans, tiktok or even tens of millions. Compared with tiktok platform with the headlines today, the demand for cash in the photographers seems to be imminent.
In addition to the platform's dividend, many online Red users have posted their wechat and microblog addresses on their home pages, thus encouraging everyone to add Q and wechat and microblog, and then do wechat business to realize members, and complete the formula of powder suction + powder washing. Tiktok added micro-blog Master entrance to the homepage, and it seemed to tacit approval for people to drain fans to cash outside the platform.
After all, users can only be tiktok in order to solve the problem of cash flow.
On the whole, even though it is red on the surface, the short video industry as a whole is still in the stage of burning money, and the stage of comprehensive harvest has not yet arrived. Remember that Yang Ming, the partner of Papi sauce, once said: 'the short video is a long time in China. '
Tiktok, BAT, I hope that the sound can go further.