This year, Tik Tok is really everywhere.

According to cloud infrastructure company CloudflareInc. Tracking Internet traffic, a short video platform famous for algorithm recommendation, became the most visited Internet website in the world on 202 1, surpassing Google, the search engine that dominated the list for many years.

Cloudflare said that Tik Tok topped the list of the most visited websites in the world for the first time in February this year. The popularity in August this year is getting higher and higher, and in the rest of this year, it has generally maintained its position at the top.

This continuous pursuit of users also makes Tik Tok's commercialization strategy more radical.

In addition to starting to refer to the path of live broadcast in TikTok and the attempt of e-commerce stores, Tiktok has recently been exposed to live broadcast of wading games and even take-away business.

Judging from the growth rate of users, it is obvious that Tik Tok has great potential as a latecomer, but at the same time, facing the international market with giants in search, social advertising, e-commerce, live broadcast and other fields, Tik Tok's enemies on all sides seem to bring dangerous signals. Can the strategy of selling "everything" by using short video platform really succeed?

Outside the mobile terminal, Tik Tok hopes to keep growing through live games.

In June this year, TikTok beat Tiktok and introduced PC-side and subsequent TV big screen versions. Compared with watching short videos on computer desktop and TV, "live broadcast" is actually the main function.

In fact, it is not hard to imagine why Tik Tok did this. On the one hand, we need to adapt to the behavior habits of European and American users, and at the same time, we need to find new growth points through multi-end coverage. On the other hand, to realize commercialization through live broadcast, after all, only the number of users increases without reasonable commercialization strategy, so the increasing number of users will only become a sweet burden and bring losses to ByteDance.

For American users, at the earliest time, "live online" was almost equivalent to "live game".

Twitch is the earliest live broadcast platform in America, which was launched on 20 1 1. Twitch positioning game live broadcast platform has a long history. After 2020, JustChatting and other lifestyle live channels began to be more accepted by users.

Twitch3 March time ranking, JustChatting ranked first.

However, unlike many domestic netizens who are completely indigenous to the mobile Internet, the viewing habits of European and American users are still more on the PC side. According to Leftronic's data this year, only 35% of Twitch's 202 1 traffic source still comes from the mobile terminal.

Therefore, if you want to continue to attract users' attention after the growth of the mobile terminal gradually enters a flat period, turning to the desktop and TV is almost the only way. Obviously, Tik Tok not only wants to make the PC an enlarged version of the APP, but also recently, its exclusive live game application has begun to show its true meaning.

According to TechCrunch, Tik Tok is testing a new desktop streaming application called TikTokLiveStudio, which allows users to broadcast live images of games and other desktop applications. Tik Tok officials said that the application is currently being tested by a small number of users in European and American markets.

If this platform is officially released, TikTokLiveStudio may mark an interesting change in Tik Tok's live broadcast strategy-

TikTokLive did not focus on locking users into mobile devices, but expanded its focus to live games, enabling it to compete with companies that actively share the market, such as Twitch, YouTubeGaming and FacebookGaming.

Media person ZachBussey shared a screenshot of TikTokLiveStudio on Twitter. He said that the application is still in a fairly primitive state. In-app supports horizontal and vertical live broadcast, and can get live images from games, personal applications, mobile devices and cameras.

ZachBussey shared a screenshot of TikTokLiveStudio on Twitter.

In the past, some users used third-party software, such as Streamlabs, to broadcast live from desktop devices to Tik Tok. However, this function is quite limited, and it is limited to live users inviting viewers to watch. There are also some tutorials that use third-party services such as Loola.tv as workarounds to connect Tik Tok with live programs such as OBS, but these methods are obviously less experienced.

Although it is not clear when Tik Tok will expand the test of LiveStudio to more users, if it is the official version, desktop live games can bring more kinds to the live content directory of the platform.

Tik Tok's actions did prove one thing. European and American users are more and more "adapted" to live broadcasts and are no longer limited to games. TikTok, which has no advantage in the live broadcast of games, may also rely on more diversified content, especially Tiktok's live e-commerce to expand its live broadcast business.

The online shopping behavior of European and American users occurs more on the website side. Judging from the strong layout of PC content in Tik Tok, it is also conducive to the penetration of e-commerce business in the future. Not only live games and e-commerce business, Tik Tok has even started to involve take-away business, and its realization path is also through online celebrities in short videos.

The popularity of cookbooks among online celebrities gave Tik Tok the idea of take-away.

The rise of Tik Tok has gradually infiltrated from online to offline life. Users in Europe and America use Tik Tok not only for interesting short videos-its recipes are so popular that Tik Tok decided to start its own take-out and complete food supply chain.

In fact, since last year, one simple recipe after another has become popular in Tik Tok, which has caused many users to punch in the recipes. In response to this phenomenon, CNN pointed out in a report entitled "How Tik Tok teaches a generation to cook food" that "Tik Tok's success in the field of food has benefited from the continuous growth of food bloggers in the past 20 years, as well as the general public, especially the middle class with expectations for food culture."

In June 5438+this year 10, "grilled cheese pasta" became popular in Tik Tok. According to the data of Google Trends, from/kloc-0 to February, the search interest of "Fida cheese" and "grilled cheese pasta" in the United States reached a record high, and the search index was much higher than before.

Search index of "Fida cheese"

This means that the influence of food videos in Tik Tok is universal and extensive. In fact, this also benefits from the form of video content, which shows food or recipes more directly and truly than pictures and texts.

In the Internet age, to get the reference of "what to eat today" is like "food recommendation", "planting grass in restaurants" and "menu sharing" on various platforms.

Tik Tok is now trying to provide users with take-away food consistent with the video content from the content of popular recipes.

Tik Tok announced that it will cooperate with VirtualDiningConcepts and Grubhub, an online take-out platform, to launch TikTokKitchen nationwide in March next year.

Its menu will be based on the most popular dining trends in Tik Tok, including "Grilled Cheese Pasta" rated as the most searched by Google as 202 1, as well as dishes such as SmashBurger.

In terms of food production, TikTokKitchen's takeaway will be produced by physical restaurants founded by MariahCarey, YouTube celebrities MrBeast and GuyFieri. Other restaurants can also apply for cooperation with TikTokKitchen, and VirtualDiningConcepts will provide staff training, recipes, packaging, materials and other assistance.

In addition, RobertEarl, co-founder of VirtualDiningConcepts, also revealed that "we plan to launch about 300 Tik Tok restaurants in the United States, and it is estimated that there will be more than 65,438+0,000 restaurants by the end of 2022" and "the menu will be changed every quarter. If a dish becomes popular, it may be included in this menu. "

It is not difficult to see that TikTokKitchen has built a fairly complete supply chain from catering brand operation, menu, production to distribution.

In addition, Tik Tok also said that TikTokKitchen's profits will be used for content creators such as cooking recipes, and support promising cooking talents on the platform. It's one thing to let users cook for themselves, but it's another to let them order food on short video platforms. How effective it is remains to be seen.

Tik Tok's attack from all sides is not unrelated to the rapid expansion of its platform capabilities. A noteworthy trend is whether people's daily search behavior will turn to Tik Tok, just as they start using Amazon to search for goods they want to buy online. In other words, will a new generation of young users completely turn to Tik Tok from Google, a search engine widely regarded as a monopoly platform?

This is not only related to the game live broadcast or take-away business, but also has a far-reaching impact on the advertising industry.

How far is it from the next super advertiser in Tik Tok?

According to a recent report by analysis company AppAnnie, "Tik Tok has subverted the streaming media and social ecology." Data show that in the United States and Britain, users spend more time on Tik Tok than YouTube.

When a platform can gain such influence and occupy users' time, they certainly hope to sell anything that can generate commercial returns to their users, whether it is short videos, live content, online celebrity takeout, or advertisements with the highest profit rate.

Tik Tok previously said that the number of companies advertising on its platform increased by 500% in 2020, and it is currently cooperating with "thousands" of advertisers. The surge in brand activities has greatly boosted sales in Tik Tok. According to The Wall Street Journal, Tik Tok's parent company ByteDance's revenue increased by more than 100% in the last fiscal year, and its profit soared by 93%, reaching more than1900 billion US dollars.

Tik Tok Brand Advertising Product System

In Tik Tok, there are many ways to present brand advertisements. You can create your own advertisements, distribute them in the user's schedule, or pay an extra fee to appear on the user's home page. Brands can also sponsor labels and use various visual effects technologies provided by Tik Tok. Many brands have their own accounts, which are used to publish products, recruit employees, amplify offline effects, or just provide interesting content. There are also many brands that work directly with content creators. After all, creators are naturally good at combining entertainment content with consumer products.

Tik Tok is actively cultivating communities through the Tik Tok Creator Fund, and paying subsidies to users who have at least 65,438+00,000 fans and watched more than 65,438+000,000 times last month.

If Tik Tok is now more popular than Google or Facebook, its potential advertising revenue will be unlimited. According to eMarketer's data, these two technology giants currently account for 53% of the global digital advertising market. For Tik Tok, nothing is more conducive to its income growth than the advertising business that accounts for millions of profits.

Earlier this month, a report in The New York Times emphasized how brand marketers attract the younger generation through Tik Tok. Of course, the advertising expenditure of these brands may still have a long way to go to really improve the conversion rate.

Brand label challenge will be more popular in Tik Tok.

The other side of the coin is that the regulatory issues against Tik Tok cannot be ignored.

According to a series of reports in The Wall Street Journal, bad content about teenagers is still a big problem in Tik Tok. Moreover, geopolitical factors will continue to be considered, and it is uncertain how American regulators will deal with a non-native super platform.

Once the government and consumers realize that Tik Tok is gradually taking the leading position in many fields, Tik Tok is likely to face more than competition, which is likely to be one of the most important scientific and technological events in 2022.