What is the core of Douyin short video?

1. Product Introduction

Douyin Short Video is a short video content publishing, collection and distribution platform, focusing on meeting the entertainment, social and shopping needs of young people.

2. Product (brand) slogan

“Record a good life”

Hangzhou Douba analyzed the brand value and differentiation: Kuaishou’s brand slogan is “ In Kuaishou, you can see every kind of life." Douyin's products emphasize the "beauty" of life, while Kuaishou's products emphasize "every kind of" life. This corresponds to the difference in how they want to shape users' perception of the brand. Douyin focuses on distributing traffic to more prominent players and players who create relatively high-quality videos, emphasizing that users form Douyin content that is high-quality and disseminable; while Kuaishou always wants to create a community and build a relationship chain with users. Traffic is distributed in a decentralized manner so that everyone and every life can be seen. This makes the brand impression formed by users on Kuaishou that the content is relatively diverse, but not necessarily high-quality.

3. Product logo

The small icon displayed on the mobile phone screen is two interlaced musical notes. The color of the front note is pink, the color of the back note is white, and the background is blue. , meaning the vibration of musical notes, is well connected with the name Douyin, and the icon is memorable.

After entering the initial page of the APP, two notes are still displayed, but their colors are reversed and the background is black. On the one hand, this background color setting can naturally transition to the overall background showing a black dither. The audio and video page, on the other hand, also highlights the Douyin logo, which is very concise and memorable.

4. Product Positioning

The product is positioned as trendy, young, musical, and social, providing young people with entertainment methods in fragmented time, and at the same time satisfying young people's need to socialize and follow trends. and needs for topics, sharing, and expression.

5. User demand analysis

1. Crowd distribution and characteristics:

According to the QuestMobile research report of Hangzhou Douba, overall Douyin users are Those aged 19 to 35 accounted for 61%, and other age groups accounted for 39%. Men aged 19-25 and 41-45 years old have a high preference, and women aged 19-30 have a high preference. Their geographical distribution is mainly in new first-tier and below cities, among which new first-tier, third-tier and below cities have higher TGI. In terms of preferred video types, interpretation, life, and food videos have higher playback volumes; men have a higher preference for military, games, and cars; and women have a higher preference for beauty, maternal and infant, and clothing styles.

On the whole, it is reasonable for Douyin to target young people. First of all, young people account for the majority of users. Secondly, they have more free time and are willing to participate in video production and watching videos. They are very interested in new and exciting things and interesting gameplay, and are very willing to spread and share videos. , once again, their consumption power is stronger than other age groups, and their liquidity is also stronger.

2. User usage scenarios:

Young office workers in new first- and second-tier cities feel bored during the fragmented time of commuting (taking subways and buses) and are unable to watch or have no content. If you are interested in watching long videos or reading, but it is difficult to perform complex mobile phone operations and therefore cannot play games, you can open the Douyin APP and quickly concentrate within 15 seconds to enjoy short-term relaxation and entertainment, and you can immediately when you arrive at the company or return home. Close the app and use the next chunk of time to do other things you want to do without having to worry about interruptions in your thoughts, etc.

College students in new first- and second-tier cities return to their dormitories after a day of study and open Douyin to see if there are any new topics to relax their body and mind.

Hangzhou Douba believes that young office workers in third-tier and below cities get off work earlier and have more free time at their disposal. However, the city where they live does not have rich social and entertainment activities, and they have not developed any special hobbies, so they use Douyin to pass the time.