1. Douyin’s traffic monetization
After a period of growth with a large number of users, Douyin has changed its operation mode and began to realize traffic monetization through its own large number of users, such as city promotion and corporate joint operation. This can not only increase Douyin’s popularity, but also bring Douyin very lucrative income.
Douyin has realized the traffic monetization of a large number of users through joint operations with various enterprises and city promotion activities. While obtaining lucrative profits, it has achieved continuous growth in the number of users through the strengthening of its own social attributes, and ensured the retention of new users through good user experience and social atmosphere.
It is worth noting that with the strengthening of social functions, Douyin has also launched its new slogan–“Record a beautiful life”. This means that Douyin will gradually remove content centralization and replace it with a decentralized development model, which will enable Douyin to start a self-growth mode for users.
Douyin’s iteration direction has also begun to change from simply focusing on bug fixes and improving users’ shooting experience in the past to focusing on social relationships between users, such as private message emojis, private message voice, QR code functions, personal background images and friend notes. The introduction of these functions has greatly enhanced the social attributes of the product and can better meet the social needs of users. Recently, various new functions have been launched, such as AR brushes, random shots, passionate drummers, orange faces, AR text, etc. Through a variety of new and fun small functions, user stickiness is increased, and the number of users can be self-grown by relying on its own high-quality attributes. The driving force of its self-growth mainly comes from excellent user experience and good product reputation. Good product reputation can make Douyin spread better, and excellent product experience and a good social atmosphere can ensure the retention of new users.
2. Grasping the growth rhythm
The main reason why Douyin can stand out among many short video products is that it has a good grasp of the rhythm of its growth cycle, which can be specifically divided into the following points.
1. Differentiated entry from major competitors
When Douyin first entered the short video field, it chose a completely different entry method from the industry leader Kuaishou (decentralized, weak operation), namely content centralization and strong operation and promotion. Differentiated entry competition allowed Douyin to survive and quickly gain a foothold, laying the basic conditions for its subsequent rapid development.
2. Steady iteration rhythm
Douyin is very stable in the iteration path of functions, and the agile development model is fully reflected in the entire life cycle of Douyin. In terms of the overall direction, the tool attributes are used to attract new users in the early stage, and the social attributes are used to retain users and achieve self-growth in the later stage. Seizing the core needs of different stages of product development and iterating them is also an important condition for Douyin to break through the siege.
3. Flexible operation strategy
The flexible operation strategy is also an important factor that cannot be ignored in the success of Douyin. Low operation → large investment in operation → cooperative monetization → monetization + brand building. When it is time to invest low, invest low, and when it is time to operate strongly, carry out a large number of “fast, fierce, and accurate” bombardments on the target group, and then harvest traffic and build its own brand, so as to achieve a full harvest of traffic, revenue, and brand.
At present, Douyin is still in the product maturity stage. In the next period of time, it is likely to further realize the commercialization of its own traffic by continuing to cooperate with third-party companies for promotion and introducing cooperative merchants.