The similarity between the two products is that users can easily edit a video with a personalized design by simply importing the video or image into the software.
Editor’s note: This article is from “Seven Wheat Research Institute” (ID: Qimaiyanjiuyuan), author: Tu Tu, authorized reprint. The original title “Shaking VS fast hand, from “short video” to “editing” war constantly! Product turns over the list, the daily downloads are broken 30w”
Two similar products, “Split” and “Snapshot”, appeared in the App Store category recently. These two products have recently ranked high in the photography and video category, and they all reached the top of the App Store app list (free). Today, the two products once again surpassed the hot “quick” and “vibrate”, occupying the top two in the classification list.
Free + Exclusive design, monthly downloads break 239w
The similarity between the two products is that users can easily edit a video with a personalized design by simply importing the video or image into the software. And the features in both products are free, no ads, no watermarks. However, for the two products for different people, the product’s performance also has a gap, cut-off – vibrating wind, fast shadow – fast hand wind.
The main interface of “cutting the screen” is relatively simple, divided into two parts: “new project” and “draft save”. “New Project” is used for users to make videos. In addition to the basic functions of text, filters, canvas, and proportional processing in general video software, “cut-off” has also done a lot on audio, stickers, special effects, and beauty. Detailed processing, such as creating exclusive dynamic stickers, user video is unique; or allowing users to extract background music from other videos to create new audio tracks; and intelligently recognizing face shapes to customize exclusive beauty solutions for users. The product is easy to use, full-featured, and innovative, so it has also been sought after by many users.
After the release of the new version of “Happy Movie”, the product interface becomes more complex and diverse, and the main interface is like a short video product. However, the video and image processing interface for user operation is still very simple. Users can upside down, rotate, stitch video, and use different filters, subtitles, music, and set covers to add color to the video. One of the highlights of this product is that it can not only change the original sound of the video into Miss Sister, Xiao Huangren, but also automatically convert the video original sound into video subtitles, such as Mandarin, Shandong, Changsha, etc. On the “fast shadow” is the demand for users in the third- and fourth-tier cities.
Although in recent years, there have been a lot of explosion video or image processors in the App Store, such as Enlight Videoleap and FaceApp, but these products are all paid products, but after long-term use or one of them Some features require user fees. At the same time, most of these products belong to foreign products, which are not ideal for localization of products and impair the user experience. “Split” and “Snapshot” are not only free of charge, but users can also save the watermark-free video by setting the settings without ending, or deleting the end of the film, so that the video can be distributed on all platforms. At the same time, these two products are also developed by domestic manufacturers, familiar with the behavior habits of Chinese people, and the natural user experience will be better.
The data of the seven wheats was monitored. The download volume data of the “cut-off” was only increased after nearly three months. The estimated download volume per day exceeded 33w, and the estimated download volume of 239w+ (iOS) in the past 30 days.
(“Screenshot” estimated downloads for the last 30 days)
Although “Happy Movie” was launched last year, the recent download volume data has increased, and the estimated download volume per day has exceeded 46w (iOS).
(“Happy Movies” estimated downloads in the last 30 days)
Reliance on phenomenal products to promote user traffic bonus
Behind the sudden bursting of “cut-off” and “quick-shadow”, what is still hidden is that they are the official editing software launched by “Shaking” and “Quick Hands” respectively, backed by the two major short video industries. Phenomenal products.
“Breakthrough” was launched in the App Store in May of this year, but in the early days, the product rankings and user downloads were not very good, there were more than two months, and iOS downloads did not exceed 3w. Until the updated version on August 18 (last Sunday), “Split” directly indicates that it is the official editor of the vibrato in the App subtitle. Since this period, the rankings and downloads of this product list have surged, and the maximum download volume per day is estimated to be 33 weeks. At the same time, in the interface of the “cut-off” production product, there is also a line of words “direct sharing to the vibrato will carry the cut-off label, you can get more exposure ~”, which means that in the “cut-off” Make a video share to the vibrato, which will get the “Vibrato” traffic bonus.
Although “Happy Movie” does not directly indicate the use of “quick shadow” in the product to get the official traffic bonus. However, in the application description of the product, it also means that “Quick Shadow can help you to get on the hot spot and enhance the attraction of the work”. At the same time, the “Quick Shadow” main interface includes a large number of net red filters and special effects. The explosion of the work template allows users to create their own work directly in the template. On the other hand, with the current 57s video on the “quick hand”, users can share the video within 10 minutes with “Quick Movie” to “Quick Hand”, which is the anchor that wants to use Vlog wind direction development. Said, no doubt a shortcut.
What is hidden behind the editing software?
The data of the seven wheats has been monitored. The data of “vibrate” has been estimated to be slow in the past year. In the past year, the “quick hand” estimated that the download volume is basically stable at around 10w, and has recently increased, but the increase is not large.
(“Vibrot” estimated downloads in the past year)
(“Quick hand” estimated downloads in the past year)
When user downloads are gradually stabilizing, new matrix products are introduced, or a good means of stimulating growth.
When the sound is a short-lived video product with a daily life of 300 million, the information exposure and traffic are unmatched by many products. This time, the official free editing software was introduced, perhaps to further expand the matrix based on vibrato. Although there is video processing function in the vibrato, but the operation is relatively difficult, and the introduction of a video editing software, not only can attract more users to download, two-way stimulation of user growth, but also to a certain extent, preemptively occupy the market segment.
In addition to the editing software, the layout of the vibrato on the small program is gradually perfected. According to the titanium media report, shakingThe sound has been officially connected to the small program service provider. As the first batch of small program service providers, the instant application has already helped merchants to develop and launch a variety of vibrato applets. This means that in the “vibrato” afterwards, not only small game programs, but also e-commerce, food and other small programs may be born and settled. At present, in the “vibrato” has formed a complete flow of user viewing information flow, click on the link below to enter the game applet, perhaps in other areas of the future can be copied this process. At the same time, some time ago, a casual game launched by Vibrato App: The hop ball, once once on the game list second (free), casual games and game music list double first.
At the same time, the seven wheat data monitoring, fast hand technology currently has 7 products online (1 product off the shelf). Among them, “After the Official Edition of Love Landlord”, “Quick Hand Edition”, “Quick Handball”, “Quick Handsmate” and other apps are embedded in different forms in “Quick Hands”. For example, in the “quick hand” user interface, the user can enter the game, large screen, live broadcast and other sections, and the matrix with the “quick hand” as the main body is being formed. “快影” is actually a product launched by Fast Hand Technology last year. This time, the connection between “Quick Shadow” and “Quick Hand” is added, not only because “Shake” has launched the same editing software. The cut-off, also for the further development of the “fast hand” development, to achieve the goal of achieving 300 million live users.
However, compared to the user can play the game directly in the form of a small program in the “vibrato”, the “quick” can only enter the download interface of the game app through the jump link, and the user experience is relatively poor. According to the new business intelligence NBT report, Tencent and Express are planning to set up a joint venture company. The company’s main business will be aimed at the game industry. Maybe in the “quick hand”, users can also play games directly.
Write at the end
1. Make localization of products. Regardless of whether it is a sea product or a new product launched in China, it is recommended that the development be done in advance to localize the product, otherwise it will easily hurt the user experience.
2, sameType products to create differentiation. At present, the same type of products on the market are gradually becoming homogenized, and users have already experienced aesthetic fatigue. It is recommended that developers build their own unique functions and contents based on the functions of the same type of products to differentiate their sales.
3, free product testing, or help to understand. Although the current payment era has arisen, the free products always have a user base. With the funds and energy allowed, developers can launch free products to test the water first, understand the user’s favorite, and then launch related products to precipitate paying users.
4, matrix product mutual flow guidance. In fact, not only the matrix diversion effect is better, but the effect of the same type of products and their own products is also very good.
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This article was originally created by the columnist of Qimai Research Institute [painting]. Reprinted with 7 Mai Research Institute to obtain authorization, Qimai Research Institute has the right to pursue responsibility for unauthorized reprinting.