Douyin short video APP competitive product analysis report!

background:

As a new product manager of Tencent's " Weishi ", the company recently discovered that the Douyin short video APP is very popular in the process of entering the short video market. Your leader asked you to analyze the competing Douyin short video APP and produce a competitive analysis report .

Purpose:

Sort out the product's business model, product function structure, iteration route, and key operating points - and find things to learn from.

Add market size analysis process and draw industry map - fully understand the current status of the industry and try to find new opportunities or areas for optimization.

Add stories of typical users - understand the user background and accurately portray them for better and more accurate operations, obtain user feedback, find pain points from negative reviews, and optimize products.

Tik Tok short video:

1. Product business form

We can simplify the business model of Tik Tok, remove the side branches and focus on the main thread, which is mainly the business cycle of users watching videos, shooting videos and sharing videos.

The early name of Douyin was "A.ME". In the early days of its launch, it first invited a group of KOLs from Meipai and other platforms to create the first batch of original content on Douyin. The number of users was relatively small during this period, and Douyin officials had been releasing some small tutorials on video shooting, which was a process of training users.

Sharing has always been a very important function of Douyin. Douyin regards "sharing" not only as a function, but also as a main business area. The initial expansion of users, attracting new customers , and the subsequent growth of brand influence all rely on sharing.

In the following chapters, we will share from various dimensions how Douyin makes its business run.

2. Product functional structure

After sorting out, we can find that the product has full functions and reasonable structure.

I think there are two highlights that are quite different from Weishi:

1. Share

The difference can be clearly seen:

The share button on Weishi displays the Moments icon on the homepage. Clicking it will show that the sharing is also concentrated on Tencent's social products, including the "like request" in the second row, which is actually shared to the above social platforms.

The sharing ranking of Douyin is first forwarding within the site, followed by major social platforms. The order is also arranged according to the level of user usage. The second row is first reporting, then saving, favorites, etc.

After analysis, we can find that because Weishi is owned by Tencent, it wants to rely on big trees to achieve rapid dissemination. In this way, it seems that Weishi is not an independent product, and the sharing channels are restricted; the second row of "like request" is also difficult to describe, and it looks like a redundant product. Combined with its news of recruiting anchors, the price of each video of the video host is graded according to the number of likes. This function may be beneficial to such anchors but not to the platform. Users who come through "like request" are not attracted by the content. The most important thing for a short video platform is content. This function may hinder the production of truly good works.

Douyin has done a great job in this regard. First of all, it operates Douyin as an independent product within the site. Other sharing channels are also very comprehensive, but there are definitely platforms that are not covered, so Douyin puts "Save to Album" in the second row, second position. This is also to encourage users to share more widely, to places they cannot reach, or even to show it to their friends, all of which are promoting Douyin. great!

In comparison, Weishi is clearly inferior to Douyin in terms of sharing.

2. Shooting

The positioning of Weishi and Douyin is basically the same, both are music creative short video apps.

Therefore, "music" is a very important element. Judging from the page layout, Weishi does not have a distinctive feature.

In addition, it can be found that Douyin gives users more choices in shooting operations. It combines the characteristics of music short videos to provide different rhythm speed options. The function is only based on positioning, putting users' needs for shooting interesting and trendy music videos first. In contrast, Weishi is a bit like " Meitu XiuXiu ".

3. Analysis of iteration paths and key operating points

(The picture shows the download volume of Android)

Judging from the growth curve, the growth rate increases as time goes on. Although there are some minor fluctuations, overall it is still a successful product that is developing rapidly and has very good growth momentum.

Combining download data, operational activities and product iterations, we found four key growth points:

January 2017, version 1.3.0

As we all know, when Douyin started, it contacted the family guild of the live broadcast platform and introduced KOLs from Meipai in batches. At the same time, Douyin supported sharing of videos to Meipai, and gathered the first batch of Douyin users through the fan effect of KOLs.

In January 2017, Toutiao officially invested in Douyin and found that the number of Douyin users was growing rapidly, so it began to invest more resources. During this period, Douyin was launched, which allowed users to save videos locally and share them on WeChat Moments or Weibo more conveniently. By leveraging Toutiao’s celebrity resources, it called on a large number of celebrity users to post Douyin videos on Weibo, quickly attracting fans and a large number of users.

Entered the top 100 photography and video apps in February

June 2017, version 1.4.2

"The Rap of China", sponsored by Douyin, was launched, and it also sponsored the online variety show "The Temptation of Dinner". Both variety shows are very popular among young people, especially "The Rap of China". Douyin immediately cooperated with the program to organize a series of operational activities and competitions, and quickly updated the music, special effects, props, etc. in the product. During this period, Tik Tok became popular with phenomenal dance videos such as the C Li C Li Dance. It achieved rapid user growth and retained them firmly.

Currently in the top 10 in the Photo and Video Apps category

November 2017, version 1..6.0

At the end of October, live streaming was launched . On November 10, 2017, Toutiao acquired the North American music short video social platform Musical.ly for US$1 billion and merged it with TikTok.

With better technical partners, Douyin has further optimized the shooting process and added more interesting and advanced music effects. At this point, all functions of the product are basically mature.

Ranked first in the photography and video applications category and in the top 20 overall

February 2018, version 1.7.4

Completed a textbook-level red envelope grabbing operation. We invited 14 celebrities who are popular among young people to record videos on Douyin and send out red envelopes. The data showed this from the warm-up in January.

At this point, Douyin has successfully explored and become the TOP1 short video platform in the hearts of young people.

in conclusion:

In terms of products: Douyin has been optimizing the shooting and sharing links from the beginning to the end, introducing and discovering more fun and interesting music, updating various shooting props, filters, and stickers; and constantly expanding the sharing channels and methods, from video sharing to personal business cards (Douyin accounts, QR code sharing).

He always focuses on his basic business model and continues to optimize and polish it.

In terms of operations: intensive online and offline activities , keeping up with every hot topic, sponsoring a large number of variety shows, inviting various celebrities and internet celebrities to join. What is important is that the direction is unified. Every activity is in a form that young people like, every sponsorship is a program that young people like to watch, and the celebrities invited are also popular traffic with many young fans. Through these operational activities, the impression that "all young people are playing Douyin" is repeatedly reinforced, establishing a very clear brand image.

4. User analysis

Typical User Story 1 (Watch but never shoot)

User: Xiao Yang (male/24 years old/Wuhan/UI designer)

Scenario: A big otaku who often works overtime and doesn’t have much entertainment in his daily life, so he has a lot of fragmented time. He saw a Weibo user sharing a funny video on TikTok, so he downloaded TikTok. He doesn’t really like reading text, but now that he has TikTok, he uses all his fragmented time to scroll through videos! I am a homebody and a boring person. I am also busy with work and I don’t want to or have the energy to shoot videos. Just watch it every day and have a good laugh.

Typical User Story 2 (watch and imitate )

User: Xiao Deng (female/24 years old/married/unemployed/high family income)

Scene: Xiao Deng is a beautiful young woman who just got married and has no job. Her family has a high income and she leads an easy and stress-free life. Ever since I started playing Tik Tok, I couldn't stop. I often imitate some interesting and popular videos and occasionally share them on WeChat Moments to receive a lot of praise. With likes, I have more fun playing the game. Now I have thousands of fans. Occasionally, I also shoot with my husband, which is also a little fun in life~

Market size analysis

The above picture comes from the "2017 China Short Video Research Report" released by iResearch Consulting . According to the data in the report, the development momentum of the entire short video industry is positive. The background reasons for its rapid development are shown in the figure above.

Among them, "policy supervision" is a point we need to focus on analyzing.

TikTok has been developing very well recently, but it has also caused a series of negative problems. As TikTok grows, the state's supervision of short videos has become more and more standardized, and various regulatory policies have begun to be legislated and implemented.

Tighter supervision will restrict the development of short video platforms. We can see that Douyin is actively taking measures, including cooperating with national agencies, developing anti-addiction systems, and so on. Weishi can make appropriate responses through Douyin’s attempts.

The industry map drawn in this report is as follows:

As can be seen from the chart, the competition among short video platforms is very fierce. As the industry improves, more and more platforms will enter the market.

Weishi has an inherent advantage - Tencent owns the largest social platform in China, so

1. Weishi can first integrate social users, create user portraits for Weishi based on loyal users of Tencent social, conduct accurate analysis, explore needs, and conduct precise operations.

2. We can cooperate with MSN organizations to accurately package a group of content masters based on Tencent’s user portraits, and then distribute the content to the platform to maximize the content benefits.

above.

Source: Meiya