Douyin has made short video platforms that are less than one minute popular. Short video platforms such as Weibo, Miaopai, and Kuaishou continue to recruit excellent content production teams. Content producers have also begun to PGC, that is, to develop in the direction of professional content production, and industry competition has gradually entered a white-hot stage. There are about 400 institutions involved in short videos. What is the reason why most individual creators and businesses choose Douyin as the main battlefield of video self-media?
1. First-class UI interface design and user experience
Douyin has many simple and smooth interface settings and operation details. Take the interface as an example. Other apps on the market will display the time in the center of the upper status bar. The purpose is to allow users to know the time at any time during use and do a good job of time management.
However, Douyin’s approach is “sly”. When an iOS phone enters the Douyin playback interface, the time cannot be seen (Android phones can see it). It is like a casino that everyone is familiar with, forming a completely enclosed space. You can hardly see the window, and you don’t know whether it is night or day outside. It is in this closed environment that users will pass time unconsciously, just as the saying goes: “One minute on Douyin is one hour in the real world!”
In addition, let’s talk about the small operation of “follow”. Let’s compare the different operation details of WeChat official accounts, Sina Weibo, and Douyin.
First, let’s take a look at the steps to follow WeChat official accounts. As we all know, if you want to follow a WeChat official account when reading an article, you need to first click the name of the official account above the text of the article, then enter the official account, and then click the “Follow Official Account” button. After the operation is completed, you will enter the official account platform and display the words “Welcome to Follow”, as shown in Figure 1-13. Undoubtedly, if users want to follow a public account, they need to operate more steps, which greatly increases the difficulty of following.
Let’s take a look at the steps to follow Sina Weibo. Sina Weibo has a “one-click follow” operation, which can automatically pop up the group page, but the user reading fluency is not good. What about Douyin? If you want to follow someone, you don’t need to jump or a floating window. Just click the “+” sign below the avatar if you like, as shown in Figure 1-15.
2. Unique recommendation algorithm and content distribution mechanism
ByteDance has set up a special algorithm platform group to provide the most basic recommendation technology. Each product line requires the connection between people and information, and technical search and algorithm recommendation, especially algorithms, are the core of the rise of Toutiao products. Douyin has eight recommendation mechanisms to let you watch the content you want to watch.
The slogan of Douyin is “Record a beautiful life”. In terms of content, Douyin has set the style and tone of its own platform. In addition to labels such as young, trendy, and fun, Douyin can also arouse people’s deep emotions and five senses.
Douyin recommendation is not simply based on the number of likes, but based on the interaction ratio of data such as likes, completion, forwarding, and attention to determine whether it is qualified to enter the next traffic pool.