In this era when Douyin is popular, eight out of ten people are using Douyin whether on the way to and from work or during lunch break. There is no doubt that Douyin has become a national-level APP.

I still remember that in early June, when Weibo's hot searches were suspended for a week, Douyin supported the gap and became the first line of surfing for netizens.

However, the explosion of short videos is not Douyin, but "Little Ka Show".

Xiaokaxiu APP was officially launched on the APP Store on May 13, 2015. The number of plays of a single funny video exceeded 2 million in the first month of its launch, and it ranked first in the APP Store rankings two months later.

In the same month, Wang Luodan, Zhang Yishan, Jiang Xin and other celebrities launched Venus's "Orange Juice" joke to imitate the small coffee show "PK Battle". With the blessing of celebrities, this short video APP quickly became popular.

The Douyin APP was only released in September 2016. In the six months since its launch, it has not attracted public attention.

The first Weibo post on Douyin’s official Weibo was also released on November 2, 2016, and the Weibo content consisted of reposts of short videos from the platform, with the number of likes and comments being basically negligible.

So why did Douyin survive in the end instead of Xiaokaxiu?

At the beginning, the audience of short videos was mostly young people, and young people like new things. Xiaokaxiu lost because of its single content and limited format, so it became popular for a while and then disappeared without a trace.

Douyin has just mastered the word "update" perfectly. Every time you swipe, it is a new piece of information, allowing users to grasp more fresh news in a fragmented time.

Take the recently popular variety show "Sister Riding the Wind and Waves" as an example. For a variety show that lasts for more than 160 minutes, Douyin can condense the most exciting parts into less than 30 seconds, allowing office workers who don't have enough time to watch it in a hurry.

Follow the trend of hot topics and understand the latest information.

Douyin’s popularity is also inseparable from strong operations.

The operation of Douyin started from seed users, young brothers and sisters from early art schools, to the firm expansion of MCN institutions, to inviting celebrities to settle in, and then to more government agencies, traditional media, etc.

With a strong user base, Douyin began to focus on content screening.

Douyin’s content flow and algorithm logic are advanced and complex.

[if !supportLists]1. [endif] Douyin’s content flow logic: When a user uploads a short video, the system program will determine whether it violates the rules. If there is no violation, it will upload it to the seed traffic pool, which is distributed to the users at that time.

200 users online.

These 200 users will have a behavior record for this video, such as how many people watched it, how many people commented, liked, shared, how many people clicked to the homepage to follow this IP, etc.

If the value it calculates exceeds the threshold of the next traffic pool, then the video will enter a larger traffic pool, and then based on the behavior records of the users in this traffic pool, it will be decided whether to make further recommendations. This cycle repeats.

That’s the logic of its entire content flow.

Of course, its review will become more stringent later on, and manual review will be added. Even when the number of views exceeds one million, there will be a values ??review.

2. Douyin’s algorithm logic: Douyin’s AI technology has very good content recognition and scene recognition capabilities.

The logic of Douyin's algorithm is: by analyzing the characteristics of people, videos, and popularity, and matching the three to achieve precise recommendations.

First, what is a person?

It is user-side features.

Within the scope allowed by the agreement, Douyin can roughly know the basic behavior of each of our users.

For example, Douyin can know what types of videos you stay on for a long time and what kind of content you like, comment or share.

Even your mobile phone model, gender, geographical location, etc., after authorization, you can also get your address book and know who your friends are.

Second, the characteristics of the video side.

Douyin can identify what each video is about, whether it is food, cars, pets, beauties or handsome guys.

The third is popularity prediction.

There are 45 million videos uploaded to Douyin every day. Why do some become popular while others have no traffic?

This involves prediction of popularity, and is also the logic of content circulation we just talked about.

For example, it will judge how many users this video is suitable to recommend from dimensions such as the number of views, dwell time, completion rate, replay rate, and sharing rate of a video.

Therefore, Douyin knows the basic characteristics of each user and the characteristics of each video, and can also determine the popularity of this video.

Recommending content based on this logic will lead to Douyin being popular among thousands of people.

The future development trend of Douyin. The 5G era is coming. The lifeline of short videos will become longer and longer. Douyin has now shifted from pure content sharing to the path of monetization. Whether it is advertising or the popularity of live broadcasts,

Douyin has opened up a new profit model.

Especially after the epidemic, e-commerce live broadcasts have begun to go uphill. As a traffic platform, Douyin will never let go of such an opportunity.