Why did I say that the video number will never be better than Tik Tok?

The video number uses WeChat as the traffic input, and it gets the traffic portal second only to friends on the huge app with monthly activities of billions.

In the case of such a huge external user drainage and WeChat endorsement, major KOLs have settled in and want to share a short video bonus of WeChat.

As the first short video leader in China, Tik Tok has 600 million daily traffic (information in September 2020), and its unique video interactive experience and product ideas can be said to have changed the way of content creation and dissemination.

Personally, I never used Tik Tok app before 2020, and I only heard rumors about it online. It seems that the first time I used Tik Tok app was because the new user gave me a red envelope and wanted to go to bonus hunter. But once used, it is addictive, simple interaction and rich content. The combination of the two makes people want to stop and experience the ultimate pleasure with the simplest operation. Behind it are countless programs that classify themselves. First of all, recommend the most popular content of Tik Tok, and entertain you with eight great foods. Welcome to taste. Judging by how much you have left and the number of times you add chopsticks. (broadcast rate, favorable rate and other data), slowly and accurately push the relevant content to you. After pointing out that your taste has stabilized, occasionally insert some other content to test whether you have other interests and seize your heart step by step.

The first use of WeChat video number is basically in the internal testing stage. The reason is too simple. Wechat is a daily tool, and the circle of friends is basically opened 4 or 5 times a day, so the probability of reaching the video number is very high. When I open it for the first time, I will show my friend's favorite by default, that is, this friend likes it. I think I lost too much to Tik Tok.

Friends like features:

There is an old saying that people near Zhu Zhechi are all black, and there is an idiom that friends are friends. The meaning is similar. You can know what kind of person you are through friends, and the same people will attract each other.

But short videos are not like this. Just because a friend likes it doesn't mean I will like it, and what a friend likes doesn't necessarily want me to see it. These two sentences determine the key that the video number will not go far. Wechat video number doesn't understand users, especially young main users.

Tell me about Tik Tok:

Let's talk about the popular songs of Tik Tok: trendy, novel and interesting. Tik Tok's content relies entirely on music, with magical music as the background, making funny content more vivid, and with trendy music as the background, making handsome video content more eye-catching. Based on these two points, Tik Tok vigorously promotes creators and helps them find music that can match. You may not see the video for a long time after brushing the short video, but when you hear a piece of music by chance, you will definitely remember that you heard it on Tik Tok. It's as simple as Tik Tok connecting life.

Let's start with the video number:

What's the video number? He uses WeChat as the carrier and wants to convey the content of the video through his friends. There is nothing wrong, and it is also the fastest way to start the product. But they don't understand children, or children born after 90 s and 00 s. Here, a good social product (toc) wants to occupy the market, not to capture the hearts of the elderly, but to attract the hearts of young people. This truth seems cruel but reasonable. The reason must be that young people have high acceptance, strong learning ability and wide willingness to spread voluntarily. And the most important thing. Everyone doesn't know each other online, because the interests come together (specifically, they like the same video and the same up), which is definitely more friendly than WeChat forcing a group of people to tie together. You know, there are many elders in the children's WeChat. You open a video, slide down, and recommend a lecture hall for children. This is the most beautiful night scene in Beijing. What can't you eat before meals? It's like this every day. Who can stand it? Or on the other hand, who wants to recommend nightclub dance music to people in their 40 s and 50 s every day, twisting their backs and cheating on each other?

In short, my friend likes to care about me, my friend likes me and doesn't want me to see it, and he doesn't want me to see it.

Under the vicious circle, two groups (or more groups) of people who want to like pk, recommend different content to the two groups crazily, and filter out the ones who can't stand or dislike first. Compared with them, they left the video number, and then it was the two groups who were tired first, gave up praise completely, let their video circle of friends be trampled wildly, and finally left.

Obviously, short videos are for addiction motivation and content recommendation. Why do you make everyone unhappy?

The most important thing is that the product that completely forgets the video number is that praise is an extremely private thing. From Weibo and WeChat friends circle to Aauto Quicker and Tik Tok, children attach great importance to their praise content, because their praise is the first step for a stranger to evaluate himself, his business card and his own constraint. A little older young people may register a Weibo trumpet to vent their anger. This is a private house built in a public place, and the owner has the right to show it, which is in line with human nature.

The video number deviates from human nature, and the default push with friends' praise is the biggest failure.

Of course, there are other failures, too much useless information. The content of one screen must show the name, title, duration, release time and the content of the first comment. Many comments are played in turn and praised and forwarded. Complex content information must be displayed on a white background, etc.

I once suspected that the product of WeChat was that ten years ago, in a non-competitive market, traffic was used to crush opponents casually. Don't they know that as far as products are concerned, QQ's interactive experience and functional logic have crushed WeChat for too long? I really don't know, the only reason why WeChat can survive is because it did the right thing and occupied the market. Everyone uses WeChat, so it is inseparable from WeChat, not WeChat.

Let me talk about one thing that is fatal to the content platform. Not your own platform, KOL. At present, the content is dominated by manipulation, and the style and creation are dominated by Tik Tok style. That's a soulless low-level version of Tik Tok. A content platform has no content, and chefs learn from other people's cuisines and always follow others' ass, and soon fall down.

In recent years, apart from the direction of the game, Tencent has not exploded any new products. All styles of play rely on copying competing products and crushing them with financial resources and flow. Can this really go far?

2020/1115 at home