Tiktok has experienced a very rapid growth of Likee overseas, which is a short video product owned by Happy Times Group after acquiring BIGO.
Editor’s note: This article is from WeChat public account “A fat world” (ID: we_the_people), the author is fat.
Since 2019, the domestic Internet market has been weak due to the growth of the overall user disk. In addition to short video, users of other types of products have basically stopped growing in terms of duration. However, in addition to the fast-moving market in the short video market, the market share of other products is generally low, and the third-generation micro-vision is a strong support, and new players have no chance at all. 
Maybe you can go live to bring goods, maybe you can do MCN agency, But the domestic short video market is no longer suitable for platform players.
As a result, many Chinese products are starting to look for new opportunities in the short video to the sea. Tiktok’s previous achievements are obvious to all. In many countries, Facebook is very nervous, and fast-handed people continue to work in countries such as Brazil (the latest figure is 7 million daily). However, in the Middle East, India and Southeast Asia, Tiktok has encountered another strong opponent.
According to foreign media report, Tiktok has experienced a very rapid growth of Likee overseas, which is a short video product owned by Happy Times Group after acquiring BIGO. Likee has been localized in dozens of countries around the world, and its monthly work has already broken 100 million. The new users are still very fast.
In the most recent year, the headlines are due to domestic and fastThe competition is still deadlocked. In the United States and India, there are frequent regulatory problems. The growth rate of Tiktok has slowed sharply this year. Although the stock users are still the first in domestic products, the growth rate in India and other regions is only last year. About half.
Likee has achieved mileage-based growth in the past year, and mobile-month active users have broken more than 100 million, a year-on-year increase of 400%. At the same time, BIGO has broken 200 million monthly. The social product imo is embedded with Likee’s short video service, covering more than 45 countries and regions, and this part of the monthly active users is also 50.2 million. Likee is doing this kind of data, just two years after its first version was launched.
Unlike the main competing tik tok, Likee has rarely received regulatory penalties and restrictions after reaching a monthly live of 100 million (actually covering 150 million) users, and it is for each country. Areas, ethnicities and customs have been associated with very strong localization operations.
Especially in the early stage of promotion, short video goes out to sea and generally faces the problem of cold start and new customers. Therefore, it is generally promoted from young users and college students because they have the strongest willingness to use new products. The frequency and duration of use may also be the highest, so the population of short video products is generally younger.
So in August of this year, Likee organized the offline activity of Likee Party Moscow in Russia, which attracted more than 10,000 viewers, and also inspired the unique ability of young users to create enthusiasm and self-expression. The event proved that Likee can seize the global trend of content consumption, thereby expanding its brand influence and consolidating its position as the second largest short video platform in the world.
In today’s era, short video content may become a form of universal self-expression that transcends any language. Every country does have different ethnicities, languages, customs, but through short videos, especiallyIt is a short video based on character content, and people in different parts of the world have gained an understanding of each other’s empathy.
In this era, it is still necessary to develop differentiated operational strategies for product audiences in different regions, and to provide local users with localized content and distinctive tools by building local operations teams.
For example, the Indian market is very complicated. Not only is there a large gap between the rich and the poor, but the gap in education is large, and the cultural differences behind different states and different languages are large. At the same time, different segments of the audience are mixed in every one. city.
In response to this complex situation, Likee launched the 10,000-person flag-fighting video challenge calling for universal participation through the local national festival, the 73rd anniversary of India’s independence, and led by Likee’s short video tools and community atmosphere. Indian users have released the patriotic enthusiasm of the people. The localization campaign was launched on August 12 this year. In a few days, it attracted more than 100,000 people to participate in the challenge, created short videos of more than 300,000 patriotic flags, and created a brand new Guinness World. Record: The most challenging event on the line to shake the flag.
Broadcasting into short video products
The group BIGO owned by Likee also has a live broadcast product BIGO LIVE in the Middle East. It has a monthly income of over 20 million. It is already a very profitable product, and at the same time BIGO is actually YY Group overseas. The layout, so it can be said that the team where Likee is located is very live genetic.
Likee itself is a short video, but it also incorporates high-quality parts of live products, such as rating systems.
In the live broadcast product, such a rating system originally carries more revenue claims, because the level comparison will make the user more willing to pay than to pay. In short videos, such a system is better able to let users get started and constantly explore new features in the product.
As can be seen in the above figure, Likee makes full use of the characteristics of the hierarchical system. To allow users to continuously unlock new features in the product during the upgrade, and guide users to use more in-depth functions step by step to form user stickiness.
Because in the process of going abroad, in the face of users in different regions of dozens of countries, except for Europe, America, Japan and South Korea, the acceptance of Internet products is generally uneven, and generally it is not Familiar with this type of productionProduct.
This is not like a large number of users in China. It has been baptized by many live broadcasts and short video products. Many functions will be seen at a glance. Overseas users generally need a long and patient lead-up period.
In Likee, different stickers such as unicorns, rainbow cat ears and unicorns, music magic in video effects, etc., require users to accumulate a certain amount of time, enough interaction, including publishing originals. After a short video, you can accumulate enough experience and then upgrade.
This is a step-by-step guide that allows overseas, especially those with underdeveloped Internet environments, to slowly accept product play, rather than open up all features and let users in a dazzling interface. Difficulty, resulting in user loss.
AI empowers and socializes
Seafoods Due to different countries and cultural practices, popular short video content is different from domestic. For example, the FACECUT hotspot game shown below is to change your face to the cover of Mona Lisa or any fashion magazine to replace the original protagonist.
This function is Overseas users are very popular, because users will definitely send videos to their friends after they finish, which is equivalent to the formation of spontaneous word-of-mouth fission.
And this feature itself is very testing the product’s AI technical capabilities. Because the user does not know how to change his face to a dynamic character, it is more appropriate to use the system to automatically recommend and match the image suitable for the user’s face replacement, and automatically help the user with one click, which undoubtedly reduces the service. The user’s creative threshold.
In addition to using AI’s image cropping, series of photos and face exchange, Likee also introduces innovative functions such as collaborative travel vlog and data visualization tools. Li Xueling said in a conference call after the earnings report: “We Technological advances in AI enable us to scale to create a personalized user experience, deliver our short video and live content in an accurate and fast manner, and increase operational efficiency while maintaining cost effectiveness. Looking ahead, we will By leveraging the synergies between various products and markets, expanding the geographic reach of our services, innovating our content formats, and enhancing our technology development capabilities, in the growing market demand for video-based social media worldwide, Get more commercial opportunities.
Another point worth mentioning is that Likee’s content is acquired by another one-third of monthly users after the implantation of the overseas social tool imo (Likee’s overall coverage of monthly users reaches 150 million), while imo The essence is BIGO’s flagship product of the overseas WeChat development path.
After losing the mobile voice in China, Li Xueling has been very clear that no matter whether it is live or short video, any content products will soon be used by IM or social tools with higher frequency. . However, based on the domestic WeChat family, the user dividends to reduce the flow is too expensive, it is unrealistic to make a social product. He even said that he had a lot of flash when he made a headline at the beginning of this year.
But his own social dreams may be achieved through the path of internationalization, albeit at a very high level.
According to the international development of different countries and regions, imo can keep e-commerce and life services as long as it can keep the user’s volume growing, because domestic players have already invested in or made a lot of e-commerce platforms or Local life service.
Reviewing the development of YY in the past year or so, we can see a very clear main line: the layout of the ecological and global strategy of video-based diversified products, and stringing this line The protagonist is the BIGO Group, and its imo, Likee and BIGO LIVE.
Of course, first of all, YY still needs some time to prove that the three steps of tools and content that can be opened in China can still be successful overseas.