Analysis of Douyin and Kuaishou short video competitors

This article analyzes the development overview of the short video industry from the perspective of focusing on strategy and not on details, and analyzes and compares the strategies of leading companies. Finally, taking "Weishi" as an example, through competitive product analysis, this paper discussed what strategies short video APPs should adopt to reflect product differentiation, and gave some suggestions for the version iteration of Weishi.

Today, when short video apps are becoming more and more functionally homogenized, leading products with more traffic and content occupy a large market share. With the development of technology, information dissemination media are becoming more and more diversified. The key to the development of short video apps lies not only in the current traffic, but also in the control of new trends in the future. Companies such as ByteDance, Kuaishou, and Tencent have begun to lay out in many aspects.

1. Overview of the short video industry

1.1 How popular are short videos?

In 2016, the number of short video users exceeded 100 million. Two years later, in 2018, this number reached 500 million. In 2018, the user base increased by 107% year-on-year, more than doubling.

In 2018, the short video industry market size reached 46.71 billion yuan, a year-on-year increase of 744.7%. The huge user scale has brought extremely high commercial value to the short video industry. It is predicted that in 2020, the market size of the short video industry will reach 150.64 billion yuan.

Compared with June 2018 and June 2019, short videos ranked first in the average monthly usage time per person in the pan-entertainment industry, with a year-on-year growth rate of 8.6%, while online videos, mobile games, etc. showed a negative growth trend. This shows that short videos cater to users' fragmented entertainment scenarios with their unique form, thereby gaining users' attention and traffic.

1.2 Why are short videos so popular?

From 2010 to 2011, 3G networks began to become popular, and smartphones began to gradually expand their market share. At this time, the mobile Internet had already begun to be deployed. In March 2011, "GIF Kuaishou" was born. At that time, Kuaishou was a mobile application used to create and share GIF images. Pictures and text were the most popular forms of multimedia information transmission at that time.

In 2014, 4G began to replace 3G, allowing users to access the Internet at speeds of up to 100Mbps. The improvement of communication technology has provided a foundation for the development of mobile applications using video as the medium. At the same time, 2014 was also the first year of China's mobile short video. With the development and changes of technology, people's living habits have undergone tremendous changes. Mobile applications occupy most of people's leisure time. Taking advantage of this opportunity, the Douyin short video APP was launched in September 2016. Through personalized recommendation algorithms and powerful operational capabilities, it has set off a short video craze, seized on users' fragmented mobile usage scenarios, and started explosive growth.

Before 2016, the number of users of short video applications was less than 100 million, but by the end of 2019, it had exceeded 600 million. The short video industry has also become a real hot spot, with countless users and opportunities.

In the development process of short videos, 4G communication technology, artificial intelligence recommendation algorithms, investment catalysis, the enrichment of multimedia forms, the rise of mobile Internet, and users' entertainment needs in fragmented mobile application scenarios are all important factors that promote this short video storm.

1.3 Market Competition Landscape

In the early days of the short video industry, Douyin targeted the young people's market and quickly attracted a large number of users with its centralized content recommendation mechanism and strong operational capabilities. Kuaishou, on the other hand, maintains its user growth by relying on its early user accumulation and the extension of its social attributes. ByteDance and Kuaishou developed rapidly during the boom period and became leading companies in the short video industry.

In 2018, Douyin and Kuaishou together occupied 54.2% of the market share, attracted most of the user traffic, and became the two giants in the short video industry. Xigua Video and Douyin Volcano Edition in the second tier are also products of ByteDance, occupying 22.0% of the market share. The remaining 18% of the market share is divided among companies such as Tencent, Baidu, Alibaba, and Meitu.

Since each short video application has its own content ecosystem, user group and special features, users usually download two or more short video apps at the same time. It can be seen that the number of short video apps installed per capita has been on an upward trend from 2017 to 2019.

Overall, the short video industry’s penetration rate currently has limited room for growth, the market structure is gradually stabilizing, and the industry’s regulatory system is constantly improving. The war between short video apps today is not only a competition for traffic, but more of a competition for existing traffic. How to retain and attract users through the product’s own ecology, content and special features has become a new challenge and opportunity.

Users' requirements for short video content formats continue to increase. From simple fun, novelty, fashion, and humor to deeper aesthetics, knowledge, positive value-guiding content, as well as other additional functions that attract attention, such as live streaming, e-commerce, games, etc. At present, the length of short video content is gradually increasing. The increase in length is accompanied by the enrichment and depth of the content, allowing short video applications to occupy the fields of medium and short videos at the same time. With the gradual popularization of 5G, the promotion of more media forms such as AR, VR, 360-degree video, the upgrading of mobile device hardware itself, and the advancement of the digital industrial chain will promote the further development and transformation of the short video industry.

As the hottest information dissemination medium at present, short videos occupy a large amount of user usage time and have active and accurate user data and traffic. These data and traffic can create huge commercial value. The future development of the short video industry will become more diversified and full of potential with technological changes. Therefore, major Internet companies are planning short video businesses and UGC video platforms. However, as the two dominant players in the short video industry, Douyin and Kuaishou have made competition among the next tier of products even more intense. How to break through and avoid being eliminated has become the most important issue that product people should think about.

2. Strategic Analysis of the Three Major Factions

2.1 Tik Tok — ByteDance

Tik Tok took advantage of the popularization of 4G communication technology and went online in September 2016. After a period of startup, with the signing of celebrity influencers, efficient operations and personalized high-quality content recommendation algorithms, its user base has increased rapidly, and Douyin has leapt into the first echelon of the short video industry.

This is the first growth curve of TikTok.

A large number of users brings a huge traffic pool, which means that the short video field has great potential for monetization. At this time, Douyin gradually launched a series of functions such as live streaming, shopping carts, product showcases, and mini-programs to deepen user operations and explore more commercial monetization models, including advertising, e-commerce, live streaming, and games. At the same time, ByteDance's product matrix has gradually formed a complete ecological chain, with data, traffic, and technology interconnected to quickly iterate and update products, expand business, and create an Internet product ecosystem.

This is the second growth curve of Douyin.

On the other hand, Douyin launched the overseas version "Tik Tok" and adopted the same launch model as Douyin, combining it with a strategy tailored to local conditions to expand into the international market. During the expansion process, Tik Tok acquired Musical.ly, and the APP jumped to fourth place in global downloads in 2019. Its revenue in the fourth quarter of 2019 reached US$88.5 million, a two-fold increase from the previous quarter and a six-fold increase from the previous year. It also entered the TOP15 list of global game advertising channels in 2020, reflecting its huge commercial value.

This is the third growth curve of Douyin.

From short videos to the Internet, and from the domestic market to the international market, Douyin, as a representative of the short video industry, has occupied the largest market share in the shortest time, and has been advancing by leaps and bounds, continuously expanding business scenarios, deepening service to user needs, supporting high-quality content producers, and improving platform content, functions, business models, and product ecological chains to achieve a win-win situation for all parties.

For Douyin today, the profits brought by the advertising business currently far exceed those from live streaming + e-commerce. In 2019, advertising revenue accounted for about 80% of Douyin’s total revenue. Therefore, the e-commerce field will be one of the most important channels for Douyin to realize monetization in the future. Douyin signed Luo Yonghao to conduct live streaming sales in March 2020, and held its first live streaming show on April 1, 2020. The total amount of live streaming payment transactions exceeded 110 million. Outside of the e-commerce field, mini programs also have huge application scenarios and monetization potential. Douyin has accumulated a large number of user portraits of game players through game linkage and distribution. ByteDance is also developing its own game R&D team. Combining data and technology, the expansion of the gaming business will bring new business models to the ByteDance system, and will also add an important link to the ByteDance Internet product matrix ecosystem.

2.2 Kuaishou

Kuaishou GIF was founded in October 2011 and the product underwent a community-based transformation in November 2012. It took Kuaishou four years to transform from a community to an MAU of 100 million, and more than three years to reach 400 million from 100 million. It took Douyin one and a half years to reach 100 million MAU from its launch, and only nine months to increase from 100 million to 400 million. The huge difference in user growth rate also reflects the biggest difference in strategy between Kuaishou and Douyin.

Kuaishou pays more attention to the community nature of its products and advocates "seeing every kind of life". In the Kuaishou community, every individual can be seen, and this is also the core of Kuaishou's recommendation mechanism. Kuaishou does not deliberately introduce celebrity influencers. It recommends content based on timelines rather than content attention. Compared with operations, Kuaishou pays more attention to the product itself. This series of factors has led to a relatively slow growth in Kuaishou's user base. But this has also formed Kuaishou's unique product model, and the community nature accumulated over time by Kuaishou is not easy to be replicated by other products. The biggest advantage brought by the community nature is the huge private domain traffic, the closeness between users, and the unique community culture formed among users who use the product.

Another difference between Kuaishou and Douyin lies in the distribution of user groups. Currently, the lower-tier markets account for about half of Douyin's user distribution, but the proportion of the lower-tier markets in Kuaishou's users has reached 70%. Such a huge group of low-end users is also the main force constituting the private domain traffic of Kuaishou community. Kuaishou is ahead of Douyin in the e-commerce live streaming industry thanks to its users in the lower-tier markets and its huge community-based traffic. Kuaishou’s live streaming + e-commerce revenue accounts for 70% of its total revenue.

But the rapid rise of Douyin has brought pressure to Kuaishou. In 2019, Kuaishou’s senior management changed its product development strategy after the "Chongqing Conference". In order to avoid falling behind in the short video market and losing users, Kuaishou began to adjust its product operation strategy, replan its business lines and expand its team. The most iconic event was Kuaishou’s sponsorship of the Spring Festival Gala in 2020. In addition to strengthening operations, Kuaishou has also vigorously expanded its product matrix, including Kuaishou Express Edition, Large Screen Edition, as well as its social products and gaming products, and has deployed Kwai products in the international market, but they are not as mature as Tik Tok at present.

Kuaishou now needs to leverage its unique advantages to strengthen operations, acquire more users and improve retention while maintaining the community nature of the product itself, while also laying out its own product matrix and exploring more business models.

2.3 Weishi — Tencent

Weishi is not a new product. When 4G first emerged, Tencent began to use Weishi to enter the short video field. However, due to unclear product positioning and insufficient monetization model, Weishi has been marginalized since 2015 until it was officially closed by Tencent on April 10, 2017. However, in May 2017, Weishi was re-launched with a new look, and from July to August of the same year, Douyin's daily active user growth rate reached its highest value.

Tencent was one of the earliest companies to enter the short video market, but its first phase failed in the darkness before dawn. As the development speed of the short video industry increases visibly, as new communication technologies, hardware technologies and operators' traffic fee reductions are introduced, and as people become more and more accustomed to fragmented mobile Internet information, "short video" is no longer a simple product line, but the foundation of future multimedia forms. If we give up short videos now, it means giving up the Internet market that will be dominated by lightweight and diverse video media in the future. So after the revision, Weishi was re-launched as a product very similar to Douyin, in an effort to seize the traffic and time of users who had shifted to ByteDance products.

ByteDance is growing at an unstoppable pace, using TikTok as a window to connect the entire product ecosystem, entering into areas with the most commercial development prospects, and beginning to enter the gaming industry, which is one of Tencent's important pillars. This situation also forced Tencent to compete with ByteDance.

Therefore, Weishi was launched to compete with Douyin with a very similar interface and target users. In the second stage, Weishi attracted new users through a series of welfare activities and promoted it through Tencent's product channels, but its user retention rate was always lower than that of Douyin and Kuaishou, the first-tier short video platforms. However, in the competition among the mid-tier players, Weishi has temporarily gained the upper hand. It is worth noting that the mid-tier players are mostly composed of short video products under BAT.

In the context of functional homogeneity of short video apps, Weishi must anchor its own advantages and characteristics to keep up with the times in the short video industry. More importantly, it must not fall behind in the future multimedia market with lightweight, fragmented, and diversified gameplay (AR, VR), because the emerging multimedia market of the future will be the largest pool of user attention traffic.

3. Competitive Product Analysis

3.1 Competitive product selection

For Weishi, the community that Kuaishou has established over a long period of time is difficult to replicate, and 70% of its user base belongs to the sinking market. Compared with Douyin, the user portrait has a lower match with Weishi. The rebooted version of Weishi in 2017 directly referred to the UI design of Douyin and competed with Douyin. Therefore, Douyin was chosen as the competitor of Weishi this time.

3.2 Basic Overview

The difference of the product can be seen from the product slogan. The adjective that Tik Tok’s slogan puts in front of “life” is “beautiful”, and Tik Tok’s filters, special effects, and the initial trendy user groups are the embodiment of this “beauty”. The content of Douyin comes from life, but after careful packaging, it has gone beyond life.

The focus of Weishi’s slogan is “more interesting”. It focuses on short video functions and formats that are more novel than Douyin, and targets young people who are most keen to accept “interesting” new things. Young people as a group are also the target audience of Tik Tok and Kuaishou. As Tencent's defensive product, Weishi is almost directly targeted at Douyin, competing with Douyin for traffic with similar product positioning. In terms of monetization model, Douyin is more mature and diverse, while Weishi’s current focus is on attracting new users and retaining existing users.

3.3 Product Function Comparison

The short video content recommendation information flow on the Douyin homepage relies on a powerful recommendation algorithm to attract users' attention. At the same time, the live broadcast entrance is located in the upper left corner of the homepage, which is quite conspicuous, reflecting Douyin’s emphasis on live broadcast business. The page of the live broadcast room has an entrance to the product showcase, making the purchasing process convenient. At the same time, the live broadcast also has computer live broadcast and voice live broadcast mode options, which are suitable for different live broadcast scenarios.

The search function page provides users with a variety of hot search lists to help them understand the hottest events.

On the shooting page, there are options for video length, photo taking, live streaming, etc. The classification is very clear, and it is equipped with powerful filters, beauty effects and other functions to record a beautiful life. In addition, the live broadcast props are equipped with small games, which are highly interactive and contagious.

With the improvement of market supervision, Douyin launched a tool to protect minors, which restricts content recommendations and usage time for minors, making the entire product more standardized.

The navigation option of Weishi is different from that of Douyin in the "Channel" item. The "Same City" section of Weishi has been moved into the page column of the "Channel", making the content of the "Channel" richer and distinguishing it according to different sections. On the "Channel" page, Weishi's activities and selections are in the most prominent position, followed by the most real-time discussion content, such as pneumonia prevention and control, and loving support for farmers.

The homepage interface of Weishi is similar to that of Douyin. The difference is that Weishi does not enable users to live broadcast. At the top of the homepage, there is a red envelope activity icon for Weishi, which links to the task center. The purpose of retaining users is achieved through benefits such as signing in, watching videos, and receiving red envelopes. In addition, the bubble sticker function at the bottom of the homepage allows users to send barrage-like content and adjust the position of the bubble stickers, while creators can filter matching bubble stickers to display on the video. Excellent bubble stickers can be an extension of the content of the short video itself, making the interaction between users and creators more diverse and achieving resonance. However, due to time constraints, short videos have a higher content density, and bubble stickers may affect users' viewing experience of short videos.

At the entrance to the shooting interface, there is a display of interesting works at the top of the page to guide users to follow the shooting, create a dissemination effect, and increase user stickiness. "Video red envelopes" is also a special feature of Weishi, which allows red envelopes to be shown to friends and users through videos, conveying blessings and enhancing the social nature of Weishi. However, users already have a circle of friends, and Weishi content can be shared directly to the circle of friends. Therefore, there are not many users who use Weishi for social interaction among acquaintances at present, and users on open platforms usually pay more attention to social interaction and interaction between strangers. As for creators, it is also worth verifying through data how often they use video red envelopes to share with strangers.

The shooting function of Weishi has no time distinction. You can shoot and stop within 60 seconds. The music is backed by the massive music library of QQ Music. However, the photo function is not currently supported, so filters, special effects, etc. cannot be shared through photos.

Weishi has also explored e-commerce business. But unlike Douyin’s live streaming sales, Weishi uses the good products list as the entrance. The entry process is: Channel-Selected-Goods List-Product List. After users enter the short video playback page, they can see the product link above the video description. The layout is very similar to Douyin. Users can make purchases after clicking the link.

It can be seen that in terms of product functions, Weishi has certain differences compared to Douyin. The difference is just like the "more interesting" in Weishi's slogan, with more diverse content channel partitions, as well as special features such as bubble stickers and video red envelopes. Weishi has not yet enabled the live streaming function for users, but is continuing to expand its user base and delve into short video content to improve retention. After all, for a short video product, the most important thing is content. This content not only includes the quality of the content itself, but also the platform culture that is transmitted between platform users and the platform. This culture is the user's unique sense of belonging to the platform. For example, Kuaishou’s “old friends, family” culture, Douyin’s previous “trend, pioneer” labels, Zhihu’s “thank you for the invitation” joke, and Bilibili’s unique barrage etiquette. High-quality content will attract more users, more users will create more content, continue to spread and attract new users, and the huge user group will form a unique product cultural identity, achieve mutual success, and form a closed loop.

3.4 Competitive product iteration strategy

Tik Tok’s original slogan was “Let worship start here”. At that time, Kuaishou's users were mainly in the lower-income groups, while Douyin's target group was the more trendy and cool younger generation. In response to this target group and the word "admiration", Douyin's strategy is to strengthen the layout of fashion content, attract young people from universities to create content, and sponsor programs based on trendy culture such as The Rap of China and Street Dance of China, attracting a large number of users. At that time, people's impression of TikTok was cool, dazzling and fashionable. Later, as the number of users increased, the content of the Douyin platform became richer and richer, and various content that was more lifelike, funny, and practical began to appear on the platform. The target population at this time has changed, and the regional and age distribution of users has expanded.

In 2018, Douyin changed its slogan to "Record a Beautiful Life", marking the entry of the product into a new stage. The products are also constantly iterating based on changes in users and the market. The product positioning has changed from the previous vertical music short video to an original short video distribution platform.

A large number of users brought traffic and also allowed Douyin to explore more monetization models. At present, Douyin’s content ecosystem has formed a user-driven structure: users are attracted by high-quality content and flock in, and then more high-quality content creators settle in, attracting more users again, and at the same time bringing a large number of monetization opportunities. In addition, Douyin users have gradually formed their own culture, with unique memes and ways of communication.

With the good self-driven development, Douyin's subsequent iterations will continue to deepen into the field of "short video +", improve user retention rate, consolidate and surpass the current product position, and construct a product ecosystem.

4. Analysis of Weishi’s breakthrough

4.1 SWOT analysis

4.2 Strategic Analysis

There are three main types of users on short video platforms: one is users who mainly watch, one is content creators, and one is users who are actively signed and introduced by the platform.

For the first type of users whose main behavior is watching, their main needs are to be able to watch interesting videos that suit their appetite, to have resonant interactions with other users or creators, to be able to record some of their own life fragments in the simplest and coolest way, and to share them with friends.

For the second type of content creators, unless they sign a contract with a separate platform, they will upload their works to major related platforms to operate and disseminate their works in order to obtain more traffic and fans for monetization. For example, creating content for advertisers through short videos, or promoting one's own products through short videos to achieve the purpose of attracting traffic and selling goods. Their demands for the platform mainly lie in good traffic generation, recommendation and monetization mechanisms.

The third category belongs to users who are actively signed and introduced by the platform, such as celebrities, KOLs, big Vs, famous institutions, etc. The traffic they have can drive traffic to the platform and attract new users. The needs of this type of users are to gain more exposure through the support of the platform, attract traffic through content, promote themselves, and enhance their interactivity with fans.

For the platform itself, it first needs to rely on publicity channels to attract new users. Weishi is backed by Tencent, and has abundant publicity channels and traffic. The platform has signed a large number of third-category users and has sufficient funds to carry out various red envelope operation activities, with great efforts in attracting new users.

When new users enter the platform, what can improve user retention, in addition to functions such as sign-in red envelopes, is more about whether the content suits the user's taste, whether it meets the user's expectations, whether the interactive form is rich, whether it can resonate with the user, and whether it can generate the idea that the people on this platform are quite interesting. As for the content part, it needs to be led by the second type of content creators. A good traffic and monetization mechanism is the basis for content creators to enter the platform.

Weishi’s advantage lies mainly in attracting new users, while its disadvantage lies mainly in its content. If Weishi wants to break through, it must support the platform's content ecology from multiple angles. But even if the content richness and quality of Weishi catch up with Douyin, it will only become the second Douyin, and it still does not have its own competitive differentiation. Therefore, Weishi’s path to breakthrough needs to meet four points. First, it must have a large amount of high-quality content. Second, users cannot see or cannot easily see these contents on other platforms. Third, Weishi needs to use marketing events and guidance to encourage the platform to form its own tone, so that when people mention Weishi, several key words will pop up in their minds. Fourth, Weishi needs to conduct forward-looking exploration of the "short video +" business to achieve overtaking on the curve.

Regarding the first point, have a lot of high-quality content

1) Provide a creative environment for content creators. Let creators understand the in-depth data of their videos, such as average playback time, and find entry points for improving content from the data. In addition to automatic recommendations, the platform can also provide value-added services such as targeted promotion and landing on channel vertical classification pages based on the user portrait of the creator's video;

2) Provide a monetization environment for content creators. Douyin has display windows and live broadcast functions that can directly divert traffic and bring in goods. However, currently only the Good Products List on Weishi can achieve the purpose of selling goods, and the entrance is relatively hidden. It is possible to first consider adding a model for content creators to realize advertising monetization. In addition, we can increase commercial cooperation with MCN agencies to attract content creators to settle in.

Regarding the second point, increase the differentiation of platform content competition

1) Deepen vertical zoning. This point can be considered from the current "Channel" page of Weishi. "Channel" classifies and divides a variety of short video content into vertical fields, giving users more power of choice, allowing users to watch their favorite video types more conveniently and actively. The platform needs to refer to users' preferences to make it easier for users to enter channels in this field. At the same time, we provide content support for vertical fields with greater potential, such as micro-dramas, talk shows, etc.

2) Unique copyright and content linkage. Weishi’s massive music copyrights give users great creative advantages, and they can use popular music to carry out video dissemination activities, etc. In addition, Weishi can be linked with the content under Tencent's product ecosystem, such as the existing "Creation Camp 2020" event, or combined with Tencent's games to produce content. Create unique content resources.

Regarding the third point, the construction of platform culture

Weishi’s current challenge column encourages ordinary users to participate and follow the challenges, which helps to form product culture. Weishi can create national marketing events based on some hot topics within the product community, trigger discussions, and gradually form its own product tone and community culture. Or promote influential star creators from the Weishi ecosystem to achieve a win-win situation.

Regarding the fourth point, exploration of new business of "short video +"

This is more relative to the development stage of 5G and AI technologies. When new technologies mature and begin to be commercially popularized, new products that attract people's attention will definitely appear. For example, there are already applications of AR, 360-degree video, VR, MR, as well as real-time interactive video modes under 5G technology, cloud-based games, content-based video retrieval led by AI technology, scene changes, automatic generation of short videos based on keywords, and other diverse and interesting applications. At the same time, big data is used to better serve the platform's resource allocation, and to provide creators with more personalized and intelligent marketing and monetization paths.

4.3 Suggestions for Weishi version iteration

1) Add a column below the search box on the "Channel" page: Frequently Viewed Channels

This makes it convenient for users to directly click on the vertical video areas they are interested in, thereby improving the user experience. The interface design can refer to the "Frequently Read Subscription Accounts" at the top of the WeChat subscription account message page, which will not take up too much screen space;

2) Provide a creator center with the function of viewing video data information, provide creators with a better basis for creation, and consider launching value-added functions such as online promotion.

3) Launch the photo-taking function to increase product usage scenarios, and at the same time attract users by spreading popular filters. For example, the mirror filter that Qingyan Camera launched before was very popular and its downloads increased a lot due to the spread of the celebrity effect.

V. Conclusion

Short videos have seized on people's demand for fragmented entertainment methods in mobile scenarios in the 4G era, and have quickly emerged as a tool for users to kill time. The huge influx of traffic has also brought countless business opportunities. The current situation is good, but facing the fixed attention and traffic of users, few products can always stand at the top of the pyramid. Douyin and Kuaishou have reached the highest battlefield in the short video field through different ways and paths, while up-and-coming players are still experiencing fierce competition in the mid-level.

Weishi is a product that was once abandoned by Tencent, but due to the strategic competition for traffic, Tencent had to restart the short video project. Currently, Douyin and Kuaishou have become the leading products in the short video industry, while Weishi is in the next tier and faces fierce competition. If you cannot retain users through your own characteristics, you will have no choice but to accept being marginalized.

Weishi is backed by Tencent and has its own unique ecological advantages. It has no worries about traffic and attracting new users. Tencent pays great attention to user experience, and Weishi also has many interesting functions. However, the disadvantage of Weishi lies in its content. Douyin and Kuaishou have currently formed a self-driven content ecological closed loop, while the content richness and quality of Weishi are far inferior.

In this battle for traffic, Weishi’s positioning must not be to become the second Douyin, but to become the first Weishi. Weishi needs to provide content creators with a better creation and monetization platform; deepen the segmentation of vertical video fields, use copyright and ecological advantages to link with Tencent games, programs, etc. to create differentiated content; cultivate Weishi celebrities, form a unique product tone, so that users can find resonance in the community; and rely on the trends of 5G, AI, big data and other technologies to launch new multimedia product forms that are more in line with user demand scenarios.

Weishi once fell in the dark night before dawn, and now it is about to usher in the next dawn. We can wait and see who will persevere to the end and what kind of dark horse products will emerge with the popularization of salary technology.

Author: A door

Source: A door