The difference in the interaction of single-column and double-column determines the different distribution logic of the vibrato.
Editor’s note: This article is from the WeChat public account “chaotic book” (ID: Luanbooks), the author Pan Chao.
Wolves Disco is a bandit or art?
Quick hands and vibrato are products produced under different strategies in different time windows. The two products are different for the creation and change of the whole product.
It seems to be short videos, but whether it is the distribution and dispersion of traffic, the user’s mind and user experience are different. This is a feeling that can be felt for a long time but is difficult for users to describe. .
All said to brush the sound to play fast, why is one is to play one is to play?
What is the difference between fast hand and vibrato? How is this different?
This is going back to the beginning of product development.
Dual structure
The early rise of the vibrato is due to the different cultural backgrounds of the two products, the core difference being the urban-rural dual structure of China.
This is the core market hypothesis that bytebeats choose to vibrate in the early 2018 to replace the volcano and the fast hand: the vibrato is in the city, and the fast hand is the sinking market. For the same assumption, bytebeat began to develop overseas short video development strategy in 2018: there is a huge rural market in the urban and rural dual structure to push the volcano Vigo, and countries with huge cities to push the sound of TikTok.
The volcano is a product with a similar height to the fast hand. It has basically the same product and positioning, and is destined to only take the market left by the fast hand. In 2018, Hunan Satellite TV’s New Year’s Eve party was also the name of the volcano. It was originally hoped to bring the volcano back when the city’s migrant workers returned home, but it was actually not established. Half of his old family may already be playing fast, and the volcano puts flowers. A lot of money but I still can’t see the chance to catch up with the fast hand.
To the key node of the Spring Festival in 2018, the opportunity began to belong to a different vibrato, and the vibrato sound suddenly surged more than the sum of volcanic watermelons. The main job of the vibrato is to help the head user and the head of the trend to do things, but also to create a center, to create a trend, to help them burn the fire, not as fast as the fast stage in the same stage to break the traffic. The result is that the vibrato has also enjoyed the same year.The reason for the rapid growth of fast hands is that the vibrato has created a lot of trends and launched users to bring these trends back.
But when the market is competing in the late stage, everyone is going to meet the late public use of the crowd, in the product function and market strategy, there is no need to make a difference. Many of the strategy play of two DAUs adding up to 600 million short video products began to converge.
In today, the vibrato is vigorously doing live broadcasts and socializing, and the quick test is on the main end to test the single-column large-screen mode. The two spread to each other’s differences. The core conclusion of the last time window is that the urban-rural dual structure is no longer a driver. The main driving force for product differentiation. Because the original fast user is not only sinking the market, and the vibrato is constantly sinking. Most of the nets are shaking “Wolf Disco”, and the original song singer is playing fast.
The differentiation between products has to be sought from the market strategy in the early stages of product development.
I tend to think that the most essential reason for the fast-paced hand is from the product model itself.
The medium seems to be just an interactive difference, but in the logic of content distribution, the single column and double column affect the essence.
Single column efficiency, richer double columns
The most fundamental and fundamental difference in fast-handed vibrato is the product’s presentation. The fast-track double-column selection and the immersive pull-down of the vibrato, the two different presentations bring significant differences in fault tolerance and content consumption efficiency. .
The fast double-row column requires the user to continually rummage, and then come in and see when you are interested. The vibrato is directly under the brain, the interaction method is more brainless than the fast hand, the kill time is more cool, the user has been in a high energy state, and the content consumption efficiency is very high.
This interaction creates fault tolerance issues.
The content of the quick hand is the title cover, which is selected by the user himself. The probability of the user blaming the platform is much smaller even if he is wrong. That is, the dual-column mode allows users to see more content on a single screen. More traffic can be used for sample testing to explore user interest. People with fan appeal can grow, which is conducive to fostering personality and long-tailed interest.
The content seen by the vibrato is pushed to me by default, and the user is more picky in the single-column full-screen mode. There is a psychological expectation to see the fine content in the vibrato, there is no way to use more traffic. Trial and error, can only push more deterministic content. For example, the top 100 videos of vibrato may have 30 overlaps. In essence, the commonality is greater than the personality, because the tolerance of a single column is limited.
Vibrato has also experimented with double-column in the product in July 2017. At that time, it also gave up control of the product style. As a result, the data of the vibrato product was particularly bad. After the team, the team reflected on why the fast-handed can do double-column but not vibrato?
The conclusion is that the path is dependent, and the content of the vibrato is for a single column. The vibrato is initially a single column, so the user creates the content.The methods are also all around a single column. Single-column content has no cover and no title is visible. And the rhythm level of the content, the climax part often appears in the latter time, and the high-end recommendation rate is better after the tremor. However, if you directly replace the single-column content pool with a double-column presentation to the user, the user is completely unanticipated, and seeing a very violated content will directly close the APP.
The difference in traffic distribution caused by this kind of interaction and fault tolerance is that the content of the fast-handed content is richer. The innovative medium and the low-content content of the short video can accommodate the daily life of most ordinary people. The vibrating head is more concentrated, suitable for pushing some national content, and more popular with net red, media and institutions. The content of vibrato is relatively strong, and the community atmosphere and live broadcast of the fast-handed players are relatively strong, and competition creates different products.
The fast-handed person who can take care of the daily life records of most ordinary people in the society has the user to spontaneously make the “presence is perfect” fast-handed group like mixed video, which leads the people’s network and other official media to forward that “the people’s longing for a better life.” It is our goal of struggle.” But when it comes to star expansion, there will be embarrassment of brand identity, especially when it comes to attracting head creators. It is more difficult than vibrating. Of course, this is a fair and fair belief and not big V. It is related to the distribution strategy of excessive traffic skew.
The vibrato of the up and down system is more powerful and explosive. It can appear in various social media/newspaper/variety, car sticker, tourist attraction store, and major cities overnight. In the street shooting of Miss Sister in the business district, she has a strong cross-community strike ability and can quickly attract people from different circles. But the shortcomings are also here, the performance and communication interest is not so compatible, the lack of personalized content is difficult to bring trust, and trust is the basis of trading, so the sound of e-commerce has been very rough.
The two products are also referring to each other. The quick hand starts to test the large screen version on the main end of the single column, but also to let the user’s comments appear in the video as much as possible. The weighting home page recommendation began to increase the weight of the authors concerned, and the tendency to direct the live broadcast is very obvious.
Failure rate is the result, the submission rate is fruit
The above picture is the PPT I painted during my lecture in 2017. The retention and duration are the core data of the product, but these two indicators are the result of a combination of multiple factors rather than directly optimized. There are three core indicators for short video products, such as submission rate, per capita VV, and per capita attention. Different understandings of the importance of these three core indicators lead to different priorities in product strategy. The bottom line difference is fast hand and vibrato. The origin of all subsequent differences.
At the user’s cognitive level, why is there a vibrating sound that looks better?The impression difference between the hands and the soil is different from the control attitude of the two products to the distribution rights.
Quicker is more important to the ecology. After watching a video, it is followed by the comment area. The ordering rate is the submission rate>VV per capita> per capita attention. Vibrato is more concerned about efficiency. After reading a video, I hope you continue to brush one. The breakthrough path is selected in per capita VV>Contribution rate>Per capita attention. Because of the difference in sorting goals, the average player’s reach rate is always higher than the vibrato.
After communicating with the algorithmic students of the two products, they found that they made some corrections to the reference of my operational perspective.
Doing content consumption is essentially like searching, more of a technical activity, and does not require a lot of subjective judgment. The algorithm is said to be that the interactive data relied on by the vibrating fast hand model is the four core indicators of click, like, completion rate, and comment rate. The difference is: the quick hand uses the click list page from the list page to click the interaction. In the training model, the vibrato is used to brush down to one video and then slide down. The content of the two interactions is different, so the content distribution tendency of the algorithm is also different.
The interaction between single and double columns brings the difference in product fault tolerance. The fault tolerance rate is caused by VV and submission. Because the fault tolerance rate is different, the content recall time of the fast hand and the vibrato recommendation pool is completely different. The fast hand can allow a shorter recall period, and can do more tests in the less effective content library, and the vibrato recalls in a longer time. There will be a boutique recall outside the period, so it is often easy to see early video in the vibrato, which is also conducive to the prosperity of the head content.
Because the fault-tolerant rate is different from the recall period and the choice, the fast-handed person has more personality and long-tail interest, and the vibrating sound is more immediate and the killing content and the boutique content library are stronger, so the former content is higher in the fast hand, the latter one. The content has a higher proportion of vibrato. Other praises and comments on these interaction models are exactly the same. Because content distribution is a very pure mathematical physics problem, the optimal solution is found in the existing basic science environment, and there is no big difference between the level of the algorithm of the vibrato and the fast hand.
The same is the data-driven and A/Btest two Data+AI companies, but on the machine learning, there is a layer of variables that are the values of the founding team, which ultimately leads to a far-reaching distribution mechanism.
The founding team of the fast-handed team hopes to enhance everyone’s sense of well-being. There is no difference in mind, so that more people can be seen, and there is a layer of fair value-added value guidance on the recommendation algorithm.
Suhua said that what the fast hand has been doing is a distributed experiment of GDP + Gini coefficient. The founding team will set some standards that will not allow anyone to change, and decideThe contribution and value of various indicators to the overall system ecology. This means that the fast hand will tilt the traffic like an ordinary person, discourage the head, and spread the flow to the waist.
When the vibrato does not choose to disperse the traffic, it follows the byte distribution of the content distribution and recommendation algorithm roads, vigorously miraculously, and concentrates the traffic to detonate the topic manufacturing center. The result is the strong content of the fast-paced community that is felt in the market.
The algorithmic ordering formulas of the two products, the weight difference can be similarly expressed:
Vibrato = 10* content quality + 1* relationship + 0.1* two-way interaction
Quicker=5* content quality + 5* relationship + 1* two-way interaction
Real-time and asynchronous, real-time people have stronger attributes. Nearby and popular, the properties of nearby people are stronger. The essence is the expectation of feedback, for example, the user loves to watch the live broadcast of an anchor, but I think it is quite boring to record the video. Real-time content is more attractive because you have a kind of intuition that he is more likely to give you feedback, as well as in the same city and nearby.
Fast and strong community, vibrating strong content
Community products are defined and pushed by users, especially for seed users who lay the foundation for the community, because new users will imitate old users or be assimilated by old users. The early core user of the fast-handed is to double-click the 666 northeast old iron. The user who first attracted the vibrato was the young lady who danced in the city.
The content distribution of the fast-paced hands, in addition to the differences in interaction, another core difference is the difference in population between seed users and product tonality. Sinking people are more suitable for socializing based on location, so the fast-paced city channel is extremely high and the social ecology is much better. Vibrato is also constantly testing the same city, but the style feels more like a new content consumption scene in the product, creating a new efficiency-independent feed outside the recommended stream, giving users the motivation to follow those The content of efficiency is interactive.
This question will become a discussion of whether it is more trust data or more belief vision, but it will be arbitrary no matter how it is discussed. For example, if a product can start, it is impossible to fully trust data.
Under the two-way interaction between the distribution mechanism and the core users, the fast-handed and vibrato sounded two kinds of user structures, the olive-shaped and the pyramid-shaped, forming different attributes of strong community and strong media. Although the form is similar, the crowd and the market different.
The community is more concerned with people, soThe heavy population is very viscous and has a strong community atmosphere and culture. For example, in order to get the gem of the young audience, Gem played a quick hand under the recommendation of the fans, and created the “Wolf Disco” from it, and wanted to do fast-hand rap and fast-hand label.
The earth is the ultimate tide
The media can rely on a wave of content to attract people from different circles. Users still love to look at the content, and the network reds of the vibrato have also collectively participated in the carnival of “The Wolf Disco”. The content with the ability to spread has the ability to penetrate through the community.
The difference between this content and the community, when the fast-handed vibrato is live and e-commerce, the difference between the behavior patterns of the two users can be felt: the personality and long-tailed interest ecology bring users and anchors A stronger trust.
Last year, Sandaco lived for 10 hours and brought in 160 million yuan of goods. The goods are all standard items, and everything is sold. It can be confirmed that the fast-handling network has a strong ability to bring goods. The user has a strong sense of identity with the anchor. The fans like to buy his content because they like his content. Most of the fast-moving red-handed people will show their faces in the product video, and the live-action mirror will occupy the bulk of the channel.
The current live delivery of fast-moving goods has been realized from the traffic of Dawanghong to the migration of professional reds. The ability to bring goods to the waist has increased, but the number of fans is still sufficient to continue to bring goods. With a large number of fans with a large number of goods.
Shaking the sound with the goods, not necessarily prominent people, often more prominent goods. Most fans in the tens of thousands of e-commerce short video, basically no people, but the goods evaluation + narration form, even if there are people will not show face. Of course, from another point of view, in the sound of the sound of the goods does not necessarily need a large fan traffic, the video of the goods itself has a burst point, even if the small fan level can still bring goods, relying on the recommendation to complete the cold start.
Shake and fast hand, recommend or pay attention, recognize people do not recognize goods VS do not recognize people, very much like the content difference between today’s headlines and WeChat public platform.
Value guide:Fairness or efficiency?
“We have not made such a choice, this is determined by the shape of Chinese society. We put all of them User abstraction as a person, he is equivalent to a ‘social average person.’ ChineseOnly 7 percent of the first-tier cities in the mouth, 93 percent of the population are in second- and third-tier cities, so this ‘social average person’ falls in second- and third-tier cities. “Suhua, 2017
When the high-speed development of the vibrato last year, the byte hopping was thought to be able to hit the fast hand back to 50 million DAU, and the result was that the fast-handed did not achieve the 60 million DAU growth. But the competition also makes the quick hands realize that some short-boards such as corporate governance capabilities that are not products themselves will also reduce the ceiling. The key words of this year’s fast hand are remedial classes and snoring.
Cheng Yixiao said that the most important product ideas and methodology of fast hands are inclusive, simple, and not disturbing. Suhua said that the user positioning of the fast-handed is “the average person in the society”, and hopes that the fast-handed person will become the position for ordinary people to record and share life.
The fast-handed pursuit of fairness algorithm allows more people to gain exposure and enhance each individual’s unique happiness. Suhua will introduce the Gini coefficient in the fast-acting algorithm framework, which is a measure of the fairness of regional residents’ income distribution. index. The “GDP+GINI” allocation experiment refers to the need to reduce the Gini coefficient, which means to make a big cake and not to make a disparity between the rich and the poor.
Zhang Nan also proposed a vibrating version of the universal concept in August, called “Information Pratt”, to speed up the flow and connection of information, and to provide advanced mobility on a global scale with bytebeat. The company’s vision for Internet information distribution services fits. “Vibrato is actually a tool. It is a tool to help users to transmit information. Short video and vibrato bring a significant reduction in video creation and distribution thresholds. It is a faster flow and connection of information. It is a kind of information. The value of Pratt & Whitney.”
The fair-benefit algorithm of the fast-handed algorithm is for creators-based users, so that an ordinary person’s video can be seen by others, and more attention is paid to the author’s side indicators. The information about the vibrato is Pragmatic, from the perspective of the average user, let the hot video as much as possible, let the user feel very satisfied when doing content consumption.
Because the time spent by the user on the product is fixed, the total amount of traffic per day is fixed. The difference is to see how the two companies adjust to distribute the traffic. Either put the traffic on those hot videos or put the traffic on those cold-started videos. This decision is related to what the founder wants to do. Fast hands are hoping that ordinary users can show their lives on this platform. Vibrating is to hope that users can feel a good life in the vibrato.
Recommendation is to maximize the efficiency of information acquisition while letting you lie down, or to maximize user satisfaction, which is very addictive. Algorithm recommendations like short video are essentially collaborative filtering of “video-users”, and collaborative filtering is similar to what people like you like. If the main appeal of users watching short videos is to look at the content killing time, then such appeals will inevitably lead to the centralization of content, and machine learning itself is relatively centralized, oftenMost of the things that are hot are occupied.
Vibrato is to continue to push when you like it, to make the center and detonate the pop, and the recommended algorithm just faithfully magnifies the user’s appeal. The fast hand is a set of guidelines for fair distribution, to curb the head and add random traffic, and to spread the traffic to reduce the gap between the rich and the poor.
The premise of life and personalization is more self-exposure, dew, the video is not perfect, it is real, and the immersive content consumption is unbearable and imperfect.
When the model estimates the user’s value equal, forward There is no right or wrong single column and double column. This UI difference is essentially a trade-off. You have to be single-listed, that is, you want high-quality content and head content. You have to be double-column, that is, to be more personalized and diverse. In order to be a long-term community value, to be individual and individual differences, fast hands should still adhere to the double column.