What is Aauto Quicker for (who is better than Aauto Quicker or Tik Tok)?

What's the difference between Aauto Quicker and Tik Tok? In this paper, the author will start with the process of users entering the APP to watch videos, and analyze: What are the differences between the two in product design and operation strategy?

Aauto Quicker and Tik Tok undoubtedly occupy half of the short video industry, but what is the difference between these two products is hard to tell. I have seen the same answer before: the difference in user attributes, Aauto Quicker attracts grassroots users, while Tik Tok is a trend gathering place for young people.

but why is this difference? With the increasing homogenization of the functions of the two products, it is difficult for us to judge this difference through the existing product form. This paper hopes to start with the process of a user entering the APP to watch videos and see what the real difference is.

Let's talk about Aauto Quicker first. When Aauto Quicker first went online, it was actually a video editing tool. At that time, video editing was a difficult technical job for many people, and it needed to be realized with more complicated software on the computer. However, those computer softwares were actually very professional. If they were not needed for work or had great enthusiasm for video creation, the general public would rarely use them.

So, when Aauto Quicker first went online, the main thing was to let users use mobile phones for simple editing, which was essentially a video processing tool. Until 213, Aauto Quicker gradually transformed from a tool to a short video content community, and from video processing to video creation. It can be said that it entered the blue ocean market of short video very early.

Tik Tok, which was launched in the second half of 216, became popular in less than a year. In 218, it was the outbreak of Tik Tok, and there were almost no people around who didn't play Tik Tok. Although Tik Tok appeared much later than Aauto Quicker, it appeared at just the right time, and successfully became popular in the period of 217-218, when major short video platforms were competing for exposure, ranking among the top short video lists.

I don't need to go into details about the specific development process here, but whether an app can stand out actually ultimately depends on its "product experience+operation means".

It is obvious that Kuaishou is a light-operated product. In early Aauto Quicker, there was no concept of KOL, and all users were equal. As long as the content was published, it could be displayed on the platform.

Tik Tok is a product that focuses on operation and is good at creating marketing events. At first, a large number of stars were invited to stay and get fan traffic, and later, they supported the development of their own platform, online celebrity. When the platform has a large number of well-known users and massive content, it relies on powerful recommendation algorithms to do thousands of people.

Zhang Yiming has a point: In the past, users actively searched for content on the Internet, and the representative at that time was Baidu; Nowadays, the Internet is actively seeking people for content, and users will get more content through recommendation, represented by headlines and Tik Tok.

At present, all kinds of APPs are full of users' fragmentation time, and there is not much time allocated to each app. The best way to extend users' stay time is recommendation, which is the main reason why Tik Tok can succeed. Up to now, Aauto Quicker is actually moving closer to recommendation, and what we see on Aauto Quicker is no longer all the content, but the content we are interested in.

However, when it comes to products, there are still many differences in interaction details and function points between Aauto Quicker and Tik Tok. For example, when playing Aauto Quicker's video, you can't pause by clicking on the screen, and it won't show the progress of video playback. You can only interrupt by clicking Back. The purpose of this design is to let users play the video continuously and reduce the influence of gesture operation on the completion rate of the video.

therefore, I want to compare their product designs and analyze their differences.

user usage process 1. Entry 1. Discovery

The "discovery" I understand is actually a cognitive thing-that is, whether the user knows what the positioning of this APP is (what is this APP used for).

in order to improve users' awareness of products, both Tik Tok and Aauto Quicker have gone through the process of renaming. Aauto Quicker changed its name from "GIF Aauto Quicker" to "Aauto Quicker" and Tik Tok changed its name from "A.me" to "Tik Tok", which also means that the product strategy has changed. If Tik Tok is still called A.me, maybe everyone doesn't know what it is, so it's much clearer to directly position itself as a music short video community for young people.

under what circumstances do we watch short videos?

No matter on the subway, during lunch break, while eating or waiting in line, it's fragmented time. Although we can't spare a large part of our free time for entertainment, the value generated by these fragmented time far exceeds our imagination. So, why do users think of visiting Aauto Quicker or Tik Tok for the first time when they have nothing to do?

It is said that Tik Tok is "toxic". Once it is opened, it is hard to stop. It is quietly "devouring" users' time.

the most terrible thing is that I wanted to take advantage of fragmentation time to have fun, but I didn't know it after a few hours. The key factor is its accurate push. It will roughly divide the content into several categories, and determine your favorite category through your browsing behavior and viewing time. For users who have just entered Tik Tok, it will accurately push the explosives of the same category, and then expand the boundary when you fall into the information cocoon room of this category, and continue to push the category to you, which is effective, simple and rude.

The popularity of Tik Tok has made people start to think about the meaning of life. Many users have questioned that brushing Tik Tok is a waste of time and life. It's cool to brush Tik Tok for a while, but then you're annoyed, because you find that when you want to do more meaningful things with this fragmented time, such as learning about current events and reading books, it's hard to resist the temptation of Tik Tok.

Aauto Quicker is actually aware of competitors' problems. Founder Wang Xin once said:

"There are many ways to increase the duration, such as enhancing the immersion, enhancing the continuous experience between videos (these are the characteristics of Tik Tok's products), and putting the things that benefit the most from watching forward. If we do this, with our current content volume, it is not difficult to improve the duration of 2 or 3 minutes a day. But the key point is that I don't think these means are very consistent with the goal of recording and sharing life. The user only has 24 hours. You have spent a lot of time immersing him here. What kind of growth and benefits he can get also needs to be considered for him. "

Therefore, Aauto Quicker still kept the original product logic in the iterative update, and did not follow Tik Tok's example to make an immersive experience, giving users the impression that I watch Aauto Quicker but I will not be addicted. 2. entering

Tik Tok, the original slogan was "music short video APP focusing on the new generation", and last year it was changed to "recording a beautiful life", which is very similar to Aauto Quicker's "recording your life and recording you".

In the past, slogan was designed to reflect the product positioning, but "New Generation", "Music" and "Short Video" clearly told the public that it was a product aimed at young people, and they could shoot the short video they wanted with the trend music. After changing slogan, it shows that the user base in Tik Tok is slowly expanding, and it is no longer limited to users in first-and second-tier cities, but is extending its claws to the general public in non-first-tier cities, and the content inside is becoming more and more popular.

In fact, the mentality of users in first-and second-tier cities and third-and fourth-tier cities will also be very different. Most users in third-and fourth-tier cities only use this platform to gain an eye for content. They pay more attention to the sharing of daily life records, and the scene of life is very prominent, so Aauto Quicker attaches great importance to creating the atmosphere of the living community.

The initial user group in Tik Tok is the "hipster" who pays attention to music selection, special effects and individual creativity, with less scenes in life and more skills. Tik Tok's brand slogan change this time must be to attract and popularize those potential users and expand their own market.

another thing worth mentioning is: I was deeply impressed by a detail of Aauto Quicker. For new users who just entered the APP, there will be a guide prompt in the upper right corner of Aauto Quicker, which is roughly as follows: "If you like the video of the rural anchor, please like it for ta" (I can't remember the exact words, so I can't take a screenshot). It will make people feel that every ordinary person should be seen. Don't look down on him just because he is not a white-collar worker in the city. It will make me can't help but praise them. This is much more temperature than the double-click praise tips in many short video platforms. Second, watch the video 1. Enter the page

(left) Aauto Quicker; (right) Tik Tok

After opening the Aauto Quicker, he enters the video list page by default, in order to present more content to users, so that users can choose their own content; When you open the Tik Tok, you will enter the play page by default, and users can slide up and down to switch videos. This is to reduce users' independent choices and hope that users can directly consume content.

compared with other content-based apps, Tik Tok's sliding guidance is more intense. In addition to the gesture of "sliding to see more", the page will automatically pull up half a screen with the gesture, revealing half a screen of the next video. This strong guidance improves the user's expectation of pulling up the page and hopes that the user can slide up to see the video as much as possible.

Another obvious difference is the location of the search function. Aauto Quicker put the search in an obvious central position with the explanation of "search what you want to see", which shows that Aauto Quicker wants users to have search behavior.

Tik Tok's search function is placed in the upper right corner, and there is no text to explain the meaning of this search icon to users. The reason may be that users have a clear understanding of the search icon, even if they don't say much, they know that this is a search function. Secondly, the logic of searching for content and recommending content is completely opposite, while Tik Tok re-recommends, and doesn't want too much traffic to be divided into the search portal. 2. Select content

Left-Aauto Quicker; Right-Tik Tok

Selecting content means letting users choose content actively. The common ways are searching and displaying massive content. However, most platforms now combine search and recommendation, and so do Aauto Quicker and Tik Tok.

because the cost of obtaining content by pure search is too high, users may not find the content they are interested in on the platform, which is easy to lead to the loss of users. In addition, users don't know how to search for hot content and need to explore it themselves, which is inconsistent with the increasingly "lazy" characteristics of users in the Internet age.

Aauto Quicker's approach is to use users' herd mentality to tell users that the content that "everyone is watching" is actually the hottest content on the platform, and the judging criterion may be the number of broadcasts or likes. However, if you change the packaging and tell users that everyone is watching these related topics, users will have a mentality that they will fall behind if they don't understand these, and they will be curious to open these topics to see what they are.

Tik Tok's approach is similar to Weibo's. At the same time, it has made a hot search list and a popularity list of its own, including music list, brand list and good things list. Music list can be understood as the favorite music used by users when recording videos. Tik Tok was initially loved by young users because of a large number of bgm with personality trends, while the other two lists can show Tik Tok's deployment in the field of e-commerce.

Aauto Quicker also has a topic section in the search portal, where users can choose topics of interest to participate in video recording to stimulate users to produce content. However, the entrance of this section is hidden deep, which can only be seen by logged-in users, and only one line of automatic carousel special entrance is left on the popularity list. However, we all know that the first few versions of vibrato short videos are composed of recommendations, topics and activities (for example, the topic of hip-hop music * * * enjoying a bicycle with mobike). What is the reason behind this change now? The initial activity is to create a community atmosphere, guide users to imitate and stimulate users to produce content. In this way, the platform can obtain massive content and prepare for recommendation. When the platform already has massive content and enough content to reach thousands of people, it will focus on recommendation. Tik Tok is a very typical centralized product, not every short video work can be seen by people, and those high-volume works that appear repeatedly are basically KOL of the head. Tik Tok has gradually entered a mature stage, and it is facing the transformation from a content platform to a social e-commerce platform. Content production and distribution is no longer the focus of this stage, so the adjustment of the layout can show the strategic changes of the whole product.

Aauto Quicker just enters the play page and slides right to return to the list page, which further proves that the list page is not what Tik Tok wants users to see. 3. Consumption content < P > Left-Aauto Quicker; Right-Tik Tok

Aside from the functional area, the consumption content level involves the display and interaction on the playing page.

One of the most obvious features of Tik Tok is that it has a rich background music library, and the video special effects cards and music will fit well. Therefore, the name of music will be put on the interface, and users can go to the music platform to search when they hear a song that sounds good. We see that Tik Tok is also a production platform for online celebrity songs, and many songs that are popular all over the streets are actually from Tik Tok. 4. Guide consumption < P > Left-Aauto Quicker; Right-Tik Tok

Tik Tok's playing interface has set up many guiding factors to stimulate users' potential consumption desire.

For example, if a scenic spot appears in the video, there will be a landscape icon on the interface and the name of the video location will be marked. After clicking, you can see more videos taken by users in this scenic spot, which will stimulate users' desire to travel to the scenic spot. There is also the wearing of the characters in the video, and the link of clothes will pop up in the interface. When users click on the link, they will jump to the e-commerce platform (which may be Tik Tok's own or other shopping platforms), which will stimulate users' desire to buy clothes.

Aauto Quicker is also moving towards e-commerce. Not long ago, it launched the function of Aauto Quicker Store, which is somewhat similar to WeChat's micro-store, but it has not been vigorously promoted. Only logged-in users can see the entrance of Aauto Quicker Store in the settings.

embedding commodity information and purchase links in videos requires real-name authentication and good credit. If you want to put Aauto Quicker Store on your personal homepage, you need to show your formal business license. I have probably browsed more than a dozen videos of Aauto Quicker in a row, but I haven't found a video with a product link, mainly because the threshold for users to publish products is high at present, and there are certain restrictions in the background of Aauto Quicker, which shows the efforts made by Aauto Quicker to develop e-commerce without hurting the user experience.

However, since the small store in Aauto Quicker is only in the exploratory stage of a small number of tests, it is still uncertain whether it will be promoted as vigorously as in Tik Tok in the future. However, it is necessary to weigh the user experience and the realization of e-commerce. After all, the problems exposed after the online e-commerce function in Tik Tok are also obvious.

although both of them are trying to realize e-commerce, there are still some differences in their modes.

in the early days, Tik Tok used the method of diverting water to Taobao, and the product information popped up on the video playing interface. After the user clicked, he jumped to the Taobao store, resulting in two platforms of revenue.