2019 Tik Tok Product Analysis Report!

Tik Tok has been popular since early 2018 and is still active now. So how should Tik Tok develop in the future? This article is about the product analysis report of Douyin in 2019. Let’s take a look~

Product name: Tik Tok short video

Product version: 4.3.0

Experience environment: Xiaomi MIX2 MIUI10.2

Experience time: 2019.1.23

1. Market Background

1. Industry Background

Short video refers to a new type of video that is significantly shorter than traditional video and can be played, shot, edited, shared and interacted with through mobile phones.

The photographer mode of PC video websites is the earliest exploration mode of short videos. With the rapid development of mobile Internet technology, a large number of mobile short video applications such as Kuaishou, Miaopai, and Douyin have emerged, attracting capital attention. Currently, the short video market is in a period of rapid development, with fierce competition in vertical fields, gradually maturing business models, and gradually slowing user growth.

According to data from the China Industry Information Network, as of 2018, the number of short video users has reached 353 million, and is expected to reach 667 million in 2020. The market capitalization has exceeded 10 billion yuan.

1. Product Background

The short video track can be simply divided into tool-based short videos (short video editing apps such as Kuaijian, Xiaoying, LIKE, etc.), information-based short videos (embedded videos in consulting apps such as UC and Toutiao) and community-based short videos (Tik Tok, Weishi, Miaopai, etc.).

Douyin is a typical short video community. Compared with tool-type short videos and information-type short videos, community-type short videos inherently have stronger user stickiness and greater user appeal due to their social interactive attributes, and the user needs they meet contain greater user emotions.

From 2016 to the first half of 2018, we witnessed a rapid growth in the number of users of community short videos. An important background for the explosion of community short videos was the increase in 4G network speed and the rapid popularization of large-screen mobile phones. Currently, the top communities include Kuaishou, Douyin, Volcano Video, Xigua Video, etc., and Kuaishou and Douyin occupy the vast majority of the market share of community short videos.

2. User & Scenario Analysis

1. User Analysis

Target group: Urban young people under 35 years old who have entertainment or expression needs.

Tik Tok user groups can be divided into three categories:

Professional Producers: Shoot and produce beautiful videos through strong operations such as organization and teamwork. This platform is mainly used for traffic diversion, commercial monetization or marketing promotion. Content sharers: record bits and pieces of life, have a desire to imitate, a sense of freshness, and like to express themselves. Entertainment seekers: They have certain entertainment needs and get satisfaction by killing time on the platform or participating in community interactions.

According to iResearch data in December 2018, the proportion of Douyin users is mostly male. The age distribution of users is concentrated around 24-30 years old, and the core users come from first- and second-tier cities, but there is a trend of sinking to fourth- and fifth-tier cities.

1. Scenario Analysis

User profile:

(1) Users who are willing to share

Name: Meimei

Age: 20

City: Shanghai

School: Dance Department of an Art School in Shanghai

User characteristics: Sweet-looking, likes taking selfies, and is a little famous in the school's street dance team

User story: Meimei is a sophomore student at an art school in Shanghai. She likes to share her life on Weibo and WeChat Moments. Seeing some of her classmates making videos through TikTok, Meimei felt that she could also become an Internet celebrity through TikTok.

Usage scenario: After attending an art performance, Meimei felt that her outfit was particularly cute. So I asked my classmates to help me shoot a dance video in the dance studio backstage. Meimei shot a lot of videos. On the way back to the dormitory, she selected the best one, beautified it with the special effects tools provided by Douyin, added beautiful music, and uploaded it to Douyin. Lying in bed after taking a shower at night, Meimei saw that the video had a lot of comments and likes. She was in a good mood and replied to them one by one.

(2) Professional users

Name: Jiege

Age: 32

City: Zhuhai

Company: An e-commerce company in Zhuhai

User characteristics: small operations leader, likes to be funny and creative

User story: Brother Jie is the head of an operations department of an e-commerce company. This month, the COO has given him a target for platform growth, and Brother Jie wants to conduct marketing promotion through multiple channels.

Usage scenario: There are 7 colleagues in Jie Ge’s department. After work at 10 o’clock, Jie Ge discusses today’s video creation plan with them. Later, they unanimously decided to shoot a short video of an office scene, with Brother Jie playing the role of the leader who was hacked. The company’s hot-selling products were embedded in the shooting process, and @small accounts were used to divert traffic during the release process. After the video was released, the product’s sales increased by 50% the next day, and both the main and small accounts on Douyin gained a lot of followers.

(3) Entertainment and leisure users

Name: Xiaojie

Age: 25

City: Chengdu

Company: A trading company

User characteristics: Small accountant, working from 9 to 5, with Sundays off. I have a casual lifestyle, like browsing Xiaohongshu and watching TV series, and I have two cats at home.

User story: Xiaojie is an ordinary employee working in a trading company. She has a lot of free time in the evening after get off work and has a high demand for entertainment. Xiaojie likes to stay at home and kill time with entertainment content.

Usage scenario: Xiaojie gets off work, takes a shower, lies on the bed and starts watching Douyin. She has a higher interest in pet and beauty videos. He would be amused by the cute pet videos and also learned a lot about pet feeding and beauty. After watching for thirty minutes, she felt a little sleepy, so she turned off her phone and went to sleep.

User demand analysis:

Based on the above analysis of user groups and typical users, combined with the specific functions of Douyin, five needs are analyzed.

Entertainment: Short videos provide TikTok users with a new channel to express themselves. Through music short videos, Douyin has gradually formed a large life sharing community, becoming an emotional outlet for venting desires, humor, and satisfying vanity and curiosity, and also a way for people to share information and happiness. Community identity: The community nature of Douyin allows for frequent interactions between users. Users find resonance in the colorful videos and comments, and gain psychological pleasure from understanding and being understood. The videos and music on Douyin have a strong sense of immersion. Watching every video on Douyin can easily stimulate the conditioned reflexes in the user's memory and is more likely to trigger resonance. Marketing promotion: As a rapidly rising traffic star, Douyin is naturally used by many business users as an emerging product and service promotion channel. Simple and easy to use: In the era of content explosion, the birth of short videos meets the fact that users' attention is gradually declining. With the new user experience of full screen + swipe up to refresh, the fast-paced, simple and easy-to-use Douyin has won the favor of users. Information acquisition: Compared with the bitter and difficult-to-read text guides on many websites, information dissemination videos have become a dark horse on Douyin. The short video mode of video + text + sound promotes the dissemination of a series of information such as educational information, travel recommendations, love rules, and cute pet strategies.

3. Product Analysis

1. Product Overview

Product name: Douyin

Product Type: Short Video Community

slogan:Record a beautiful life

Product Introduction: Douyin is a short video sharing platform designed to help the general public express themselves and record their beautiful lives. The application of artificial intelligence technology creates a rich and diverse way of playing for users, allowing users to easily and quickly produce high-quality short videos in their daily lives.

1. Product Development Trends

User sinking: Douyin’s initial product positioning was a music short video sharing community for young people. Cool and flashy content became the key factor in Douyin’s early user growth. Different gameplay methods such as split-screen co-production and soundtracks have emerged, but the gameplay updates still revolve around the product positioning of "music".

In March 2018, Douyin’s slogan was changed to “Record a beautiful life”. The original intention of changing the slogan corresponds to Douyin’s two small goals: to allow more users to participate in video creation and to enrich the content while maintaining the quality and distribution efficiency of the video.

Internationalization: As the domestic market approaches saturation and competition becomes fierce, Douyin's focus will naturally shift to other areas where it can generate incremental growth. TikTok and Musical.ly officially merged to launch a new short video platform, which will continue to use the TikTok name, indicating that overseas user growth has become a strategic focus of Douyin in 2018.

Encouraging original music: Tik Tok has reached cooperation agreements with many music service providers to encourage users and artists to upload original music. The platform provides promotion channel support for the entire product line of original music.

E-commerce content marketing: Recently, short videos are gradually becoming an important content means to drive store conversions, and Douyin has become a new entry point for precision marketing due to its strong popularity. If live broadcast + e-commerce marketing is another way for live broadcast platforms to realize monetization, then Douyin's innovative challenge gameplay and platform diversion marketing form a closed loop of e-commerce marketing. The product links embedded in Douyin videos and the "Goods Alliance" campaign recently revealed that Douyin is about to transform into a new type of content marketing platform.

1. Product historical iteration version

Version Update Date Update Description:

1. in conclusion

Compared with 2017, when the focus was on improving video shooting auxiliary tools, Douyin's iterations after 2018 have focused on the social attributes of the product. The ways of interaction between friends have been expanded to include chat, emoticons, pictures, and voice components. The display of personal details pages has also added different forms of interactive functions. The number of interactive shooting modes between users and the original video up masters has also gradually increased, reducing the difficulty of shooting for newcomers.

4. Product Function Structure & Business Process Analysis

1. Product function structure

The functional structure of the Douyin app is divided into five modules: ① Home ② Friends ③ Video shooting ④ Messages ⑤ My

The five modules can be accessed through the bottom tag, including:

①The home page is a video browsing page, which plays in a scrolling feed stream format. The app will enter this interface by default after opening. ②The friend list mainly presents the snapshots of your friends and yourself. This module also provides friend recommendations, friend list functionality, and video streaming of people you follow. ③The shooting module is located in the middle of the tag bar. Douyin provides a variety of tools for users to shoot videos. ④The message module includes comments, @, casual interactions, fan interactions, etc. between users and others. ⑤The "My" module is a more common functional module, providing personal details page management.

The specific product function structure diagram is as follows:

1. Functional structure diagram

1. Product business process

5. Product Page Analysis

1. Content Acquisition

From a process perspective , users can obtain content in the following ways:

① Acquisition of short videos

Open the TikTok app, go through the splash screen ad interface, and enter the homepage by default. The page displays as shown below. Short videos are arranged in the form of information flow. Users only need to swipe up from anywhere on the screen to enter the next video. The videos are combined through three methods: AI algorithm + manual recommendation + user attention.

For new users, Douyin mainly relies on manually selected high-quality videos to attract users and improve retention rates. When a user watches a certain number of videos, the AI ​​algorithm can automatically analyze the user's interests and push them. If the user follows others, a certain number of videos of the people they follow will appear, with "Your Follow" marked in the lower left corner.

If users are interested in a certain topic, they can search for videos through the search bar in the upper right corner. After clicking to enter the search page, users can enter the corresponding keywords in the search box, and keywords will be automatically associated during the input process. On the same interface, Douyin provides hot search lists and popularity lists to help users quickly locate popular content. You can scroll down and browse videos with different tags at will.

Other ways to get videos include: watching from the profile page, favorites list in the "Me" module, etc.

② Live broadcast

In the 2018 version of Douyin, Douyin used the pull-down screen as a hidden entrance for live streaming. In the latest version, Douyin changed the live broadcast entrance. Currently, users can watch nearby live broadcasts by clicking “Same City”. In addition, in the video stream, the live broadcast user will display the live broadcast status on the avatar, which shows that Douyin still does not regard live broadcast as its main function.

③Friends’ updates and photos

In the 2019 update, the "Snap" function is the main feature and has entrances to many pages.

From the perspective of interactive experience , Tik Tok places the video streaming viewing experience as a top priority. The video occupies a high proportion of the screen, and text descriptions and other auxiliary functions are placed on the edges of the screen to provide users with a high-definition viewing experience.

While watching videos, users can interact with the up-host or other users in a variety of ways. The icons on the side provide functions such as personal profile page, like, quick add follow, comment area (supports comment and re-comment, and folding the same comment), forwarding, and viewing background music.

In addition, Douyin has made many optimizations for users who hold a single phone. It includes swiping up to switch videos, "double-clicking" to like, and long pressing the screen to save videos or collect them.

1. Publish a video

From a process perspective , users can click “+” to enter the video shooting page. Tik Tok provides three recording methods : direct upload, click to shoot, and long press to shoot .

The shooting interface has functions such as speed, front and rear cameras, and countdown for the convenience of users. After the user confirms, the video editing page content is presented, at which time the music and video effects can be adjusted. After the user clicks next, the publishing page is entered, at which time the topic, title, location, privacy and other settings need to be completed.

From a logical point of view . Tik Tok has given many practical functions to video shooting, hoping that users have as many tools as possible available, so it clearly distinguishes between the video shooting, editing and publishing pages. However, many functions are repeated, and multi-level pages increase the possibility of users giving up shooting.

1. Social Interaction

From a functional point of view. Douyin is positioned as a social + social app. On the friend page, Douyin provides functions such as friend list, follow list, casual photos, friend updates, friend recommendations, and quick addition of friends.

These functions are set up in the hope that users can more conveniently migrate friends from other platforms such as WeChat and re-establish connections on the Douyin platform.

On the message page, Douyin’s function settings are similar to those of Weibo. Users can view followers, likes, @, interactions, comments and messages.

From the experience point of view. The message and friend modules are rarely used. The most important friend and follow list are not highlighted, but the friend acquisition process is highlighted. This shows that Tik Tok is still in the user growth stage, the platform defaults to users using the list function less frequently, and social needs are still to be explored.

1. Personal data

In terms of experience. The "My" page is beautifully done. High-frequency functions such as changing avatars and tags are listed separately, while low-frequency functions such as system settings and editing detailed information are combined. In addition, half of the page is personal published works, updates and likes, which makes it easy for users to quickly locate what they need.

6. Product Summary

1. advantage

① Information flow gives users a refreshing viewing experience

Unlike traditional live streaming and tool-type short video apps, the Douyin video playback interface accounts for a large proportion, and additional functions are located on the edges, allowing users to focus on the video itself. In addition, the design of swiping up to switch screens instead of returning to the previous menu improves the user experience.

② The platform gradually acquires social attributes, enhancing the sense of community integration

Tik Tok was initially just a vertical community for short videos, but as the types and number of videos continued to increase, its interactive functions continued to improve. Users gradually formed small communities, which greatly enhanced user stickiness and sense of integration.

③Personalized recommendations for each person

Toutiao has a powerful algorithm recommendation system that can intelligently analyze user portraits and infer interests and concerns. Therefore, Douyin has different short video recommendations for different people, so as to better meet the personalized needs of users.

1. insufficient

① The live broadcast function is not clearly positioned

There are currently two entrances to live streaming, one is the live streaming tag under the "Same City" function, and the other is the "live" tag in the video stream. No matter which entrance, it challenges normal user habits. The traffic-generating effect is poor and the functional positioning is unclear. At present, we can only guess that Douyin does not want to regard video as a module on an equal footing with short videos.

②The quality of content is gradually declining

As the number of TikTok users continues to grow and its scale continues to expand, TikTok's content has shown trends of gradual homogenization and declining creative quality. , users are accustomed to liking vulgar videos, which leads to the bias of AI algorithms. How to ensure user growth while maintaining content quality has become a difficult problem for Douyin.

③The “Same City” function is relatively useless

First of all, the quality of content in the “same city” is low and its appeal is low. Live streaming and short videos are intertwined with no clear distinction. In addition, the "same city" function is difficult to form a closed loop, users cannot meet offline, and the probability of adding friends online is also low.

1. Improvement plan

① Encourage original music, videos, and self-created topic challenges

Give priority to pushing original content to encourage users to create spontaneously and avoid plagiarism. This can ensure the long-term operation of the platform ecosystem and prevent the quality from declining due to the expansion of the user base.

② Attract more artists to settle in

As we all know, Weibo's "second spring" comes from the change in the focus of the platform's content, which is currently mainly entertainment-oriented. Tik Tok itself is an entertaining interest community that attracts many celebrities to participate and has a significant traffic-generating effect.

③Increase user review

Douyin currently has basically no user registration review mechanism, and underage users account for a large proportion. A series of problems caused by minors’ use of TikTok have been brewing in many regions around the world. It is imperative to use technological means to conduct user review.

④ Localized operations on the road to nationalization

The popularity of TikTok is inseparable from the operation of the localization team. Acquiring customers is only the first step in TikTok's internationalization journey. Increasing the retention rate of overseas users is inseparable from the high-quality operations of the local team.

Author: fzwbetter

Source: fzwbetter