The values of the founding team determine the values of the product.
Editor’s note: This article is from WeChat public account “Tencent Deep Network” (ID: Qqshenwang), author Xue Fang, editor Kang Xiao.
At the end of May, the fast-breaking day broke 200 million, almost the same time period, and the vibrating day broke through 300 million.
After more than half a month, on June 18th, the fast-starter Suhua released an internal letter, announcing the goal of rushing 300 million DAU at the end of the year. The rise of the vibrato has disrupted the fast-paced growth rhythm. Since its establishment, it has long been known as the “Buddha”.
In the memory of the media, since the birth of the fast hand, this is the first time KSC has set a KPI goal.
Quick hands and vibrato, respectively, with 17 seconds and 15 seconds of short video to expand the territory, in the short video field in China, riding a dust, “the old iron in the hands of the fast like to shout wheat, said double-click 666, sing We are different; the younger sister and the younger brother in the vibrato learn to call me together and dance the enchanting seaweed dance…”
“Because of the products such as fast-handed vibrato, people realize that China’s urban-rural split, the fragmentation of cultural consumption, and the fragmentation of cognition are so serious that everyone has the opportunity to learn about another in the same country. The world, “Cui Huazhou, the former product manager of the fast-hand community strategy, Cui Huaizhou, deputy general manager of YY short video business, summed up in a public sharing.
Fast and vibrato are very similar, but they are different.
“Quick-hand mode re-engagement. Focus on user participation opportunities, video recommendation is scattered, sinking, strive to let ordinary users’ videos be seen; vibrato mode re-watch. Focus on user’s viewing experience, video recommendation focus, focus to Several headcasters with a large number of fan groups.” Ma Xiaobo, founder of the MCN agency car studio, told Deepnet.
The two short video platforms are quite different from the perspective of growth paths, short video presentations, distribution logic, operational rules, and commercialization.
The values of the founding team determine the values of the product.
“Slow” and “Fast”
In September 2016, Hunan Satellite TV’s “Everyday Upward” column group recorded a program for the Olympics. Fast red handMc God Bless, was invited to participate in the recording of this program, and sang “Drunk One Person” on the spot. At that time, McGovern was hailed as the first red-handed player, with more than 10 million fans.
In the same period, today’s headlines have hatched inside, but at first the platform did not cause much attention in the industry. In that period, the dark horses in the short video field were fast-handed. The users of fast-handed players have exceeded 400 million, and the daily lives exceeded 40 million. .
The fast hand was placed in the crater of public opinion during that time, and it was highly regarded. This is because three months ago, Dr. X wrote “The Cruel Underlying Story, a Video Software in Rural China” – the representative figures of the Chinese rural spirit he cited are: self-abuse aunt and child, underage parents, Called Mai Junlin heroes represented by Mc God Bless.
Dr. X puts the quick hand on the public eye and the media field, which has led to the discussion of the intellectual class and become a hot topic of knowing and Weibo. As a fast video platform, it is a very mysterious existence. Before this, there has never been a deep understanding of the media.
Undoubtedly, that article has had an impact on the brand image of the fast hand. The fast-starter Suuhua does not like the word “low” to be connected with the fast-handed user. Although he does not like it, he has never publicly responded. what. At that time, there was no public relations department.
Suhua, born in 1982, was born in the mountains of western Hunan. Suhua, who came out of Xiangxi, graduated from Tsinghua University and worked for Google and Baidu. Before he started his business, he started his business three times. One of his entrepreneurial projects was sold to Ali, and he gained financial freedom.
Since then, Suhua has been thinking about what is the most important thing in life. He felt that the record was important. Su Hua once shared a sad story about Tencent’s “CEO Comes” about his grandfather.
“My grandfather, he died before I was born. He didn’t leave a photo, and he didn’t leave any diaries or letters… just like the cartoon “The Dream of the Dream” tells a similar story. It believes that the end of a person’s life is not the end of life, and is forgotten.” Su Hua said.
Under the introduction of investors, Suhua met Cheng Yixiao from Tieling and opened up the story of fast hands.
In March 2011, GIF Express (the predecessor of the fast hand) was born. It was a mobile app used to create and share GIF images. In October 2013, the fast-handed officially decided to do short video social. Official information shows that in June 2015, fast userIt has reached 100 million. In February 2016, fast-handed users exceeded 300 million.
In the 6 years of business, Suhua and Cheng Yixiao have been focusing on short video products, and they have sat on the top spot of China’s short video platform.
Until March 13, 2017, comic actor Yue Yunpeng forwarded a video with a vibrato watermark that mimicked the most like he sang in his Weibo. The vibrato began to be noticed, and the download volume grew rapidly. At that time, the fast-handed day lived 40 million, and the vibrato was only a few hundred thousand days.
Afterwards, today’s headlines began to tilt the resources to the vibrato, sponsoring the most popular variety in the summer of 2017, “China has hip-hop”, and the popular players in the program have successively settled, which has stimulated the surge in downloading of vibrato.
According to QuestMobile’s data, from August 2017 to January 2018, the daily average active users of “Vibrato” jumped from about 10 million to about 40 million, and the main growth came from this Spring Festival. At the same time, the February data from App Annie, the number of vibrato downloads rushed to the seventh in the world.
From the perspective of the daily life, the vibrato has completed the growth miracle in more than two years.
The fast-handed advantage of the first advantage, and the vibrato of the advantage of the latecomer, they are not much different from the product form, but from the perspective of the early seed user group, it is still different.
The early seed users of the fast-handed are mainly in the northern dialect, and its spread is active in the northern region, and the penetration rate is particularly high.” Cui Huaizhou, deputy general manager of YY short video business, believes.
Mc Tianyou, the life of Li Tianyou, was born in Jinzhou, Liaoning Province in 1991. He dropped out of school at the age of 15 and sold fried skewers. He was a cashier and skipped three years of street dance. The monthly income is more than five or six hundred, and the minimum is one or two hundred. Li Tianyou was the first person to upload videos on the fast hand. In 2015, he became famous as a singer, with more than 20 million fans. He started from a quick start and became a symbolic character in the live broadcast era.
Li Tianyou’s fame is because he has been sought after by some users in the fast. So who is the fast user? In the case of Suhua, it is ordinary people. Fast hands have always been “focusing on the lives of ordinary people and showing their own stage to ordinary people.”
Shuhua once said in an interview that the user positioning of the fast hand is “the average person.”
“We have not made such a choice. This is determined by the shape of Chinese society. We treat all user abstractions as one person. He is equivalent to a ‘social average person.’ In the first-tier cities, 93% of the population is in second- and third-tier cities, so this ‘social average person’ falls to the second and third tier cities.” Su Hua explained.
If it is said that the fast-moving Chinese netizens are the original ones, the “social average people” are mostly in the second and third tier cities, and the seed users of the vibrato are the ones who have already picked one from the beginning.
“The early vibrating platform development strategy is to go deep into the wholeArt schools across the country, the vibrating platform persuaded a group of high-value young people to produce content and help them get fans,” the founder of an MCN organization told Deepnet. “It’s these seed users, The temperament of youth and fashion has labeled the vibrato with a cool label.
24-year-old Chun Yu is a girl who can sing, play piano, and dance. On May 28, 2017, Chun Yu released the first dance video on the vibrato. In order to pursue perfect results, one of her dance videos may be shot dozens of times, even hundreds of times. Chunyu uploaded 11 videos, and her fans reached 120,000 in the following month.
After 2 months, the official version of the vibrato officially announced the user group of vibrato: 85% of the vibrato users are under 24 years old, and the main users and users are basically 95. In October of that year, Fei Qiming made a video of “Will you want me to be your boyfriend”, and gained more than 2 million praises and more than 100,000 comments. The influence is comparable to that of stars.
Fei Qiming’s fame on the vibrato took only a few months, and Li Tianyou’s fame in the fast hand took more than three years. What is the logic behind it?
Plaza and Theater
Shuhua often said in an interview in the past that everyone is equal, and Suhua chooses to make a tool-type product for most people who are not concerned. The quick-handed Slogan is “recording the world, recording you.” There are no filters, real records, no scope, no threshold.
Therefore, the fast hand does not do any traffic tilt when operating.
In terms of operational rules, Suhua insists on “inclusive”. “Insist on not operating a specific group of people (such as Net Red), and not signing a cooperation treaty with stars and net red anchors”, hoping to become a position for ordinary people to record and share life, product iterations try to maintain the user’s original usage habits.
“The star is a line in the 360 line. If you want to take care of the star, you have to take care of the other 359 lines. The star does not specifically highlight it in the fast hand… This is the embodiment of our values. The price paid is early. The growth will be slower.” Suhua said in an interview with Li Xiang’s “Commercial Internal Reference.”
So how does ordinary person Li Tianyou get red on the fast hand?
The New York Times commented on the fame of God, and for many people, God Bless has become a hero. Especially those young people born in small cities or rural areas in China, who lacked enough care from childhood, and ruthless laughterThere are also dissatisfaction with life and it is easy to resonate with them.
God’s popularity is because he screamed that the lyrics of Mai hit a certain social sentiment. It is a kind of spontaneous onlookers and choices of fans of God Bless in the fast-paced user group. Suhua noticed MC God blessing very early, but never thought about meeting him.
The early Slogan of the vibrato was “worship started from here”, so the vibrato was also interpreted by the outside world as having a performance tendency. Knowing that there is an interesting comment on the vibrato and the fast hand, “It is also a live snake, the user will add music and swallow it rhythmically.”
The second is a user who is vibrating.
Bian Ershuo was born in 1994. After graduation, he participated in the third election of China’s good voice. He participated in the election of “The Son of Tomorrow” but was defeated. Fujio tried to find opportunities in the vibrato. He started filming at the end of 2017. He tried his best and uploaded his first video on the vibrato in February 2018. The fans grew very slowly.
He was confused and began to pay attention to studying some big V on the vibrato. Fujio noticed a number called Blackface V, and the video was not much, but the fans exceeded 20 million.
Vintage V-Videos, more than 90% of the videos have been featured. There will be multiple small red hearts on the video page, which means the approval of the vibrato operator. After adding a selection, the video of the black face V will also be recommended. The recommendation means that the video is placed in the traffic pool where the vibrato opens the home page.
This is because the vibrato is operating in a relatively more focused focus on the star and the head of the net red; while the fast hand is in operation, avoiding celebrity-oriented, not operating net red, speaking about inclusiveness and equality, encouraging originality, There is no forwarding function.
“We are a square, not a theater… The theater knows what to play first, and the square does not know what to jump in advance. The square has square dances, small vendors, children, and the environment is noisy and comfortable. Square theater, each There are various values, but we choose the value of the square.” Suhua said.
Algorithm Values
Suhua said, “There are no values in the algorithm. I think about this problem for 30 years.” “The machine will not produce an algorithm out of nothing. The algorithm is behind the values of the team.” How do you put your values through algorithms and products? come out.
And today’s headline founder Zhang Yiming said that the algorithm has no values. “We are not an information company, we are just a technology company.”
Opening the main page of the fast hand is composed of “Follow, Discover, and City.” The quick discovery page uses a waterfall display, which can be displayed at a time. The form of fast-hand recording, the main body is short video and photos, and the fast-hand platform also provides live broadcast function.
“The streamlined front-end UI has been spent on the team for more than four years, and it has been deleted a little.” Suhua shared it publicly at the “Shunfengtang Deep Technology Summit”. “AI is best atLook at his actions, through his (her) behavior to know what he thinks, thinks, and asks behind him, instead of asking him (her).
Yan Bo, when he first arrived in Yiwu, he did electricity during the day and went to the night market to set up a booth. In 2016, Yan Bo began to send some videos in the fast hand to record his entrepreneurial history. “I am packing, I am shipping, I am driving…” In 2018, through fast hands, I continued to ask Yan Bo for entrepreneurship. There are more than 2,000 people, of which six or seven hundred people choose to stay in Yiwu to be fast-handed e-commerce.
The fate of Yan Bo and the more than 2,000 people is due to the deep learning of AI. The AI algorithm makes every quick user’s display page thousands of people. Yan Bo has two obvious labels on the fast hand. One is entrepreneurship and the other is guitar.
Who can see the videos shared by Yan Bo in the fast?
“Strong technology-driven, highly valued recommendation flow mechanism, reduced operational intervention and value guidance, recommended by algorithm according to the type of user’s favorite.” Suhua said in an interview with the media.
The product form of the fast hand is a square, but the recommendation mechanism is decentralized, so that all videos have the opportunity to be found to be liked, rather than directing traffic to the head content.
In fast hands, there is no operational editing, the algorithm is decentralized. From the perspective of the distribution mechanism, the traffic is balanced with ordinary people. The main page that turns on the vibrato is composed of “Follow, Recommend, and City.” The page that vibrates can only recommend one at a time, but what can the user see? Behind this is the platform’s AI algorithm.
Vibrato, from the early seaweed dance, C哩C哩, gesture dance, “甄嬛传” Huaying performance clips, “New White Snake Legend”, white snakes turned into human fragments, then to “female horse”, “green Snake, Lin Daiyu… A lot of short videos are presented in the form of hilarious and imitative.
A person close to vibrato said, “The operators of the early vibrato platform are also responsible for some of the surging people on the vibrating platform. They are responsible for more than 100 vibrato or red people. According to the difference in video quality, the vibrating platform gives them two files, the lowest file is 2,000 yuan, and the high-grade is 3,000 yuan.”
In the early days of the vibrato, a large number of MCN institutions were invited to enter, and a large number of video creators and companies began to shake in – including Da Yu, Magic TV, Shell Video… In addition, in the Spring Festival of 2018, the vibrato came in. Di Lieba, Zhou Dongyu, Yang Ying, He Wei and other stars made red envelopes, attracting a large number of fans to register.
In the vibrato, strong operation, the algorithm is centralized. From the distribution mechanism, the traffic is concentrated in the head, the Matthew effect is obvious; in the vibrato, whether a video can fire depends on the traffic pool, superimposed recommendation , heat weighted. Behind this, there are AI algorithms and manual participation.
Under the strong operation of vibrato, it is very easy to become famous overnight.
Degura k, released a dance video on 2018.4.18, this dance video screenIt is. In just ten days, Dyula K has completed the growth of 5 million fans on the vibrato, breaking through 10 million a month, breaking the record of the vibrating person.
The back of the amateur Dyula k is the MCN Institutional Onion Group. Therefore, for people like Fujitsu, opportunities are still a scarce product.
The other side of the coin
Industry sources pointed out that “the fast hand emphasizes fairness, the overall quality of the content is more general; the vibrato focuses on the head content, which makes it have hidden dangers in the ecological structure, and the content diversity is limited.” But this is only one side of the coin. What is the other side of the coin?
Quick hands are for ordinary users to record their lives, and vibrato is a variety of presentations for head users. Everything looks good, but with more and more users of fast and vibrating video, the number of fans can be converted into benefits.
Someone is still recording life, and some people are trying to get attention to the omnipotent, weird, unconventional video, which is one of the ways they use to get eyeballs. In April 2018, CCTV reported that there were a large number of videos of minors’ pregnancy in the short video platform. Many “net red” behaviors not only ignored ethics, but even touched the red line of law.
Shuhua apologized on Weibo and fast-handed Changwen, and he admitted that the algorithm was flawed.
Suhua said, “Quick hands will improve the authentication process. For underage users, special strategies will be used to restrict content display and set community permissions. Use correct values to guide the algorithm and prioritize recommendations that are more in line with user interest. Energy works.”
In addition, the fast hand has also strengthened manual review. If the platform review capability does not match the content upload volume, violations and pornographic vulgar videos are easily overlooked. After being interviewed by the national network letter office, the quick reviewer recruited information on the recruitment website.
And on April 10, 2018, the connotation of today’s headlines was permanently blocked, and a large number of “connotation” users flocked into the vibrato, and constantly commented on the comments. In addition, the vibrato also launched an anti-addiction system on April 10.
Vibrato because “imitation” also caused some social problems: for example, “learning the high-pitched action of the vibrato, dad misses, the baby’s spine is damaged”, “vibrate a user wants to be a red climber on the train and hit the high-voltage line “Burn”, “8-year-old boy learns to shake the sound and puts scotch tape on the door, causing the 6-year-old cousin to break the seam with 10 stitches…”
In the early morning of April 11, today’s headlines passed WeChat