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What’s the secret behind the video’s popularity?

Douyin videos are causing constant controversy.

In the past seven days, Douyin was first exposed to the fact that TikTok caused the company to lose 1.2 billion U.S. dollars, and then temporarily blocked search results for Tencent games. This was directly attributed to the financial losses caused by Douyin’s strong promotion, and this was directly attributed to Teng’s commercial competition.

During the incident, Douyin videos kept showing off.

Even in the past two years, in terms of content, popular Internet celebrities like Heimaojie and Li Jiaqi have been continuously created, and they have been widely launched on social media. In terms of e-commerce, Internet celebrities have been working hard to bring goods, and Douyin videos are still targeting many aspects.

Today, the quick attack method of capital has allowed Douyin Video to take the throne, but many years later, Douyin Video is still the number one player in the small video industry. What is the secret behind its popularity?

The copyable "miracle SF"

China's monthly active users have exceeded 500 million, and daily active users have exceeded 250 million. In less than 3 years since its establishment, Douyin has created a total miracle SF, directly catching up with Tencent, China's top traffic leader.

The expansion of Douyin Video in the small video industry has naturally disturbed the big guys. BAT is competing to enter the market. There are various short songs and short videos. Tencent has also released dozens of products to hunt Douyin Video, but from the current point of view, Douyin Video still has the last laugh.

This kind of prosperity is very different from the rise of Toutiao.

On a technical level, Toutiao uses social data as the basic portrait, and continuously innovates and improves user portraits based on application behaviors. In order to push content that interests you, behind the surface of the news is the powerful technical logic of the Toutiao team.

“What you are paying attention to is Toutiao.” This former slogan is the best summary of the strong technical characteristics of Toutiao.

Not only the underlying logic of technology, but also the posture of capital, the headlines are not merciful at all. In addition to various forms of promotion, Toutiao’s original creator encouragement program, Wukong Q&A poaching Zhihu Q&A big V, Huoshan Video signed MC Tianyou for 20 million, in terms of operation and promotion, Toutiao’s products will never skimp on assets.

On this basis, Toutiao has created a traffic miracle in terms of news information. As of 2016, Toutiao had more than 700 million registered users, with over 78 million daily active users.

Technical and expensive, these are the martial arts secrets behind the headline traffic miracle SF.

The logic of this set of secrets lies in taking technology as the basic ability, defensive tactics as the direction of traffic statistics, and capital battlefield dominance and sufficient cash flow as the solid backbone. In addition, the team only needs to adjust the content design style for the special users of each product, and hit products one by one are launched.

The product vector has expanded, and Toutiao has transformed into ByteDance. However, this set of copyable product defense tactics has not changed, and it ensures that the product itself can accelerate iterative updates.

Amidst this, ByteDance has created traffic legends one after another. The news and information industry broke out of the headlines, and the short video industry broke out of Douyin videos.

The popularity of Douyin in China originated from Yue Yunpeng’s Weibo post in March 2017. It was boosted by the surge in posts during the 2018 New Year’s Day. Big-name celebrities appeared in the big red envelope showdown, occupying both online and offline channels, allowing users to be “surrounded” by Douyin’s advertising slogans.

After this, optimization algorithms and assets are the key driving forces, which finally allowed Douyin Video to surpass well-known game players such as Kuaishou Video and Meipai Video, and wear the crown of China’s small video industry.

China’s copyable gameplay became popular, and Zhang Yiming took the opportunity to introduce Douyin videos abroad.

In March last year, Zhang Yiming mentioned in many academic conferences that the launch strategy followed by Toutiao was not "one country's product", but "economic globalization, product and cultural integration management."

As representatives of economic globalization, the core of technology and capital will never change. Regardless of my country, Indonesia or the United States, users can experience the lowest level of technical logic of algorithm recommendation.

Douyin Lecturer Ranking In terms of promotion, the international version of Douyin Video is also unceremonious. It is reported that ByteDance’s advertising on Google alone has reached 300 million US dollars per year, which supports the promotion of TikTok, and on important online media where young users get information such as Facebook and Twitter, TikTok needs to be acquired with capital battlefield dominance.

Not only are the lowest levels of logic connected, popular products can also be linked around the world. Jin Yang, the head of Douyin’s Japanese team, once said that the world’s hottest content is shared. At the same time, he will make the shooting design more simple and more suitable for dozens of people to participate in order to deal with the shyness and "grow in a group" mentality of the Chinese people.

Under this product management system, technology, operation and promotion are combined like parts of an assembly line. A product emerges from the assembly line and captures traffic positions one by one.

However, the growth of every traffic giant must follow the path to success that cannot be copied, not to mention that there are already many masters in the small video field. What is the real way for Douyin to be at the forefront?

Behind the popularity

The places where Douyin videos have been "traveled" have become places where Internet celebrities check in.

Turn on your phone, point the camera at the night view of Hongya Cave, select the appropriate BGM and PS filters for shooting, and add some special effects. Each short video about Hongya Cave will be released, and you will also have a team of hit makers.

From the early popular C Mile C Mile Dance and Coral Dance, to the famous Reference Answer Tea, Turkish Ice Cream and Chongqing Hongya Cave, to the current "Hao Hi Oh" and "OMG". As for this product, Douyin’s explosive production capabilities are the most enviable. What path is he taking?

This set of powerful defensive tactics is indispensable for the product planning of Douyin videos.

Qingchen Network thinks: The content mainly promotes short videos. How can Douyin Video "bigger and strengthen" its own product pool? Take Li Xueqin, a popular internet celebrity in Douyin, as an example. Taking the video online store promotion of "Speak to Kris Wu", after the number of videos attracted 2.7 million followers, the statistical changes in it reflect the product planning concept of Douyin.

Douyin video management: the content login password behind the popularity of Douyin videos!

From the left and right statistical data, we can see the changes in the attention of the five short videos before and after the "Speaking to Wu Yifan" video. Calculated based on the average, the attention of the five videos after the peak is not as high as before.

Douyin video management: the content login password behind the popularity of Douyin videos!

Together, looking at the 18 short videos released by Li Xueqin, the highest number of likes was 555,000, and the average number of followers was around 100,000, which is far from the peak level of popular products. In addition, the total number of followers for the 138 works on Li Xueqin's account is 27 million, and this video "talking to Kris Wu" accounts for as much as 1/10.

After the explosion, it has returned to normalcy. After the "Li Xueqin situation", it reflects the great logic of Douyin video's "operating content but not operating people".

It is not difficult to find out if you frequently browse Douyin videos on Douyin Lecturer Rankings, if a certain content is highly recognized, a lot of imitation, discussion and other reproduction and processing content will continue to appear on Douyin videos, and the dissemination of the content will be expanded through discussion topics on online media such as Sina Weibo and WeChat.

In the era of traffic fragmentation, users can learn about popular topics from online media, but the business concept of Douyin is to allow users to return to Douyin to find the source of the content from various topics.

“Business content, not management people” is very similar to the logic of ByteDance’s blockchain technology.

In the information age, the economic cost of finding high-quality content continues to rise. Customers are more concerned about seeing good content and pay little attention to the people behind the content.