According to the 45th Statistical Report on Internet Development in China issued by China Internet Network Information Center (CNNIC), by March 22, the number of netizens in China was 94 million. Per capita online time is 3.9 hours per week, and short videos account for 11% of online time, that is, per capita spends 3.39 hours on short videos per week, which is amazing.
According to the data in iResearch's Research Report on Social Entertainment Video in China in 22, the number of users in mainstream apps is as follows:
Among them, Tik Tok and Aauto Quicker are undoubtedly the two giants in short videos.
When it comes to Aauto Quicker, most people will feel LOW, while Tik Tok is a glamorous and trendy representative. But what is reflected behind this is indeed different user groups and their life features and daily concerns.
Most users in Aauto Quicker come from cities below the second tier, and a large proportion come from cities below the fourth tier. From the first-tier cities to the fifth-and sixth-tier cities, from the fields to the squares, they are "young people in small towns" who love to share, like to be lively and young. Many groups are young people at the bottom of the society.
Aauto Quicker's opening slogan is "In Aauto Quicker, see no life". From Aauto Quicker's "See", we can clearly feel that Aauto Quicker wants to enter the common people and face the broad masses of grassroots people. What the masses like is the ordinary and real world. Therefore, Aauto Quicker's core group lies in ordinary people.
The user groups in Tik Tok are mainly young users in first-and second-tier cities, with a relatively balanced ratio between men and women, with women slightly larger than men; User groups began to gradually penetrate into third-and fourth-tier cities; Users are urban youth, fashionable youth, students, talented youth, handsome men and beautiful women; User labels are mostly like music, food and travel; Social style tends to be fashionable, literary and artistic, and campus style.
Tik Tok's slogan is to "record a beautiful life", with the emphasis on beauty. What Tik Tok shows people is exquisite, beautiful, petty-bourgeois life, an unreachable foreign beauty, an elusive human beauty, and a dream that people yearn for in their hearts but ordinary people can't touch. Therefore, Tik Tok's core group is petty bourgeoisie who spare no effort to enrich their spiritual life.
Most people still focus on entertainment and relaxation in short videos, and according to the categories of video content, there are mainly the following categories:
Funny, food, travel, beauty, online celebrity, emotion, culture, singing and dancing, pets, fitness, sports, cars, parenting and so on.
Users' needs for browsing videos can be simply divided into the following categories:
For users watching these contents, video content needs to be relaxed, funny or wonderful to meet their decompression needs, which is also the most demanding content in short videos.
This requires high quality of video content, which requires small and exquisite creative points, life segments that are deeply rooted in people's hearts, superb skill level or excellent cost investment in script production. However, small videos are limited by video duration and bring people short-term instant stimulation, which requires many beautifully made videos to provide people with content output continuously. This kind of UGC content needs the participation of many creators and sufficient production, so as to screen out videos with good enough quality for the audience of the whole platform to consume.
People with such needs want to know the cause, process, result and influence of the event quickly in a short time. The duration of short videos can promote the media to improve the efficiency of users' access to information.
There are two main types of learning on short videos, one is knowledge-based and the other is skill-based.
Knowledge-based learning is mainly about learning a scientific category, but fragmented learning is not conducive to building an overall knowledge system. Therefore, most knowledge-based videos in short videos focus on popular science, expanding knowledge, but they can't explain in depth. However, this kind of video can be used as an entry point, starting from popularizing knowledge and arousing interest, so as to jump to the professional education category and conduct systematic learning.
However, skill-based learning videos have strong pertinence, low learning threshold and high knowledge acquisition efficiency, so they are very suitable for playing on platforms such as short videos.
shopping on short video is mainly divided into two categories, one is that users actively search for relevant information in order to seek product evaluation information, and the other is that sellers advertise on short video platforms in order to promote product sales, and consumers are passively exposed to advertisements.
generally speaking, the user positioning of the two products is different. Tik Tok focuses on exquisite urban youth, while Aauto Quicker focuses on social young people in small towns, although the two platforms overlap and cover each other in content. However, the different positioning of users will affect the focus and value proposition of products, so their functions in product detail design are also influenced by product positioning and customer base.
The biggest difference between the two is that when watching, Tik Tok uses immersive interaction, sliding up and down to switch video content, so that users can focus on the video content itself and ensure that users' viewing is the highest priority. Users don't need to think about what to watch at all, just enjoy it, and the brain is in a short-lived high-frequency experience stream.
Aauto Quicker has a double-row navigation layout. When switching videos, users need to go back to the navigation page. Users need to go back to the navigation page and click the next video. The user's state is switched between browsing and selecting works. When browsing, the brain still needs to think about whether to watch this video according to the cover.
In contrast, Tik Tok's model makes people more immersed. The brain can enjoy short-lived high-frequency content several times without spending too much thinking, which invisibly reduces the thinking and selection of content quality and adapts to the content only subconsciously. Aauto Quicker's cover page requires a high generalization ability or attraction to attract more attention and enthusiasm.
from the interaction and functional layout of a product, we can see the idea and value proposition behind this product.
Aauto Quicker enters the navigation page by default, and the number of likes is displayed in the lower right corner of each video. Moving left is the attention page, and the date is displayed in the lower right corner of each video. The discovery page mainly recommends high-quality videos with a lot of likes, while the attention page focuses on social interaction, and the people who follow it seem to be their friends, so they are sorted according to the time of the works. Although Aauto Quicker has also set up a large-screen mode as a new attempt, the default item is to keep the dual-screen mode. Perhaps when the mode and data accumulation are mature, Aauto Quicker will have data support to see which mode is more suitable for their users.
Tik Tok enters the recommendation page by default, and you can directly see the likes and comments in full screen mode. It is worth noting that when you browse Tik Tok normally, you can't see the release date and time, and only when you click on the author list page or search, the release time of the video will be displayed. Tik Tok pays more attention to where the video content itself was shot and what the content is, but the release time of the video is not the focus of the product.
Function Page
In Tik Tok, "I" is displayed as an independent menu bar. Apart from the basic number of followers and fans, it mainly displays users' own works, shared works and favorite works. The function items are in the upper right corner, which need to be clicked to see. The deeper design reflects the product design concept that these things are relatively low-frequency functions when users browse information, so the reach path is deeper.
Aauto Quicker, on the other hand, mainly focuses on the function bar, giving priority to the presentation of strong interactive information tips such as current news and private message dynamics. The rest show popular, games, live broadcast and other functions, while the user's own data needs to click on the avatar to see it more deeply.
In addition, Tik Tok, as a short video APP featuring music, displays the corresponding background music more conspicuously under each video, and encourages users to keep the music in tune, which is one of the reasons why Tik Tok often brings pop songs with fire.
At present, there are several kinds of short video monetization modes:
1. Advertising forms, such as title advertisements produced by video producers, placement advertisements, patch advertisements, and embedding soft and wide in their own videos.
2, relying on e-commerce, such as the live broadcast of the current normalization.
3. Some online celebrity, which has stable traffic, also relies on fans' rewards to realize traffic.
among them, Tik Tok's business model is mainly divided into APP open-screen advertising, short video advertising and live e-commerce.
Aauto Quicker's business model is KOL live broadcast, with fans rewarding. This difference is also determined by the emphasis of the two.
Although the differences between them are analyzed, the two giants have learned a lot from each other and merged with each other.
on the premise of optimizing the existing recommendation model algorithm, Tik Tok increased the investment in KOL's cultivation and live broadcast, and made great efforts to build a fan ecosystem in online celebrity to help KOL cultivate loyal fans. Aauto Quicker has also introduced a large screen mode, which allows users to experience immersive browsing and optimize the recommendation algorithm while maintaining their own characteristics.
after experiencing the explosive growth stage, short videos gradually converge, each forming a typical representative in the industry. How to highlight the characteristics of their own products while continuing to expand the market, from a single product to an ecology, to create a moat and ecological alliance of their own products, and to consolidate the existing achievements, will be the next step for the major giants.
One of Tik Tok's development directions is to expand overseas markets horizontally. Although there are great risks due to changes in the international political situation, risks and opportunities coexist. How to mediate between the blue ocean market and the political situation has become the biggest challenge for Tik Tok at present. In addition, it is necessary to socialize vertically. The current algorithm highlights the importance of quality videos, but it also ignores the social relationship chain, which is not conducive to cultivating a stable fan circle. Gradually deepen the depth of different video types, the length of short videos is also gradually elongated, from short videos to different market segments, and accounts in various fields such as knowledge and information, culture and art, variety videos are also gradually growing.
Aauto Quicker is to Tik Tok what Pinduoduo is to Taobao. Although the style is not high, it is really effective. Moreover, through the efforts in recent years, Aauto Quicker has gradually removed the original public impression of "soil". The next development direction should be to introduce some high-end stars to create a new traffic ecology, bring new vitality to the platform traffic, enrich the impression label of the platform and establish a new traffic grasper on the premise of stabilizing the existing anchor fan ecosystem.
In fact, I sometimes reflect on myself. Why did I ignore this when Aauto Quicker, Tik Tok, started, and missed the first trial experience? When studying their evolution and development, I missed a lot of intuitive first-hand information. I think I have been confined to the existing information circle, and I feel satisfied and lose the motivation to explore new things. For new things, we see more familiar logic in new things, but ignore the unknown new things are the most precious. After 25 years old, people don't just repeat the past days. Always keep a curiosity and explore unknown new things is the meaning of living all the time.
References:
Short Video: Analysis of Users' Portraits on Various Platforms /p/d42bcf186fa
Survey Report on Users of Short Video Platforms 36kr/p/172382566897
Talking Data: Insight Report on Users in Aauto Quicker/Archives/77. Weixin _ user _ id = 27o6etqjrgyc8vq8yhc5igwe7akde
iResearch Research Report on Social Entertainment Video in China in 22 /archives/173124.html
In-depth Analysis of Tik Tok/Evaluation/11523.html
The Rise of Tik Tok.