Live broadcast with cargo outlets, why do the quick hands have to suppress the vibrato, and aim to get it! ?
Text: Reliable Axing
The PK between Kuaishou and Douyin is a common topic in the past few years. “Is Kuaishou easier to carry goods than Douyin?” Such discussions are common. However, the two top posts that know the topic are specially marked with “Brand Special Invitation: This article was written by a brand invitation “. This “mysterious operation” attracted A Xing’s attention.
Consulted a knowledgeable friend and learned, “Zhuli does support brand invitations. For example, some new product launches invite KOL to evaluate the effect. Some of them use MCN for content or Some of the orders are made by brands directly cooperating with Zhihu, but such competition-related topics are rare in brand marketing. “Even he saw it for the first time. Kuaishou is an object that knows elite love diss before 2019, and is also an IP with traffic. It is estimated that if you do not mark the contract, it will be more likely to be sprayed.
After reading all the posts in this question carefully, A Xing found that it is basically the content of “Amway” fast live broadcast delivery, but it only highlights the atmosphere of the old iron community. The reason why Douyin is “weak” than Kuaishou is that the genes for entertainment are too heavy, the infrastructure of live broadcast e-commerce is incomplete, and the focus is on the profitability of information flow advertising. It seems that Kuaishou does not know nothing about white investment.
This also reveals that Kuaishou is full of vigilance and sensitivity to Douyin taking advantage of Luo Yonghao’s march into live broadcasts, which may bring a new observation perspective to the short video double giants.
One or two short video platforms learn from each other in the past year, and learn from each other ’s strengths
In the past, Kuaishou did not highlight the search engine, and even hidden the search function as “find”. Now that the APP is in line with the browsing habits of city users, the search box is placed on the homepage of the system recommendation; before, Kuaishou used a vertical screen to display short videos in two rows , The user is swiping, and now Kuaishou supports the “big screen” display mode, Kuaishou WeChat applet is the big screen version; in addition, Kuaishou ’s past year ’s non-legacy content, government account, media number, knowledge video, education, travel The vertical subdivision scene expansion also followed the pace of vibrato.
Douyin has also made major adjustments in 2019, such as lowering the entry threshold for content creators, opening up a full one-minute short video, encouraging content creators to shoot and upload Vlogs; and opening live access From the previous requirement of 2000 fans, so that 0 fans can also open live broadcast; to the content creator’s private domain traffic to increase recommendations, and now users have noticed that the work of bloggers has increased significantly.
As a result, The benchmark between Douyin and Kuaishou has moved from the content ecology battle of version 1.0 to 2.0Short video live broadcast competition . In particular, Douyin has increased the recommendation of LIVE content in the system. When the user swipes the Douyin, the avatar of the blogger’s live room concerned will automatically float on the first screen, attracting more fans into the live room.
Why do Kuaishou and Douyin pay more attention to “live broadcasting” than other platforms? In addition to the live broadcast itself being a connection tool between content creators and fans, the live broadcast is a “money bag” for short video platforms to extract rewards, plus the hottest thing at the moment is “live broadcast with goods”. The e-commerce business is The most imaginative part of the flow platform can not be missed.
Secondly, what is the root cause of the live delivery of Douyin live broadcast?
At present, Douyin’s ecological traffic has exceeded that of Kuaishou. Even when returning to the countryside, it is more than that of Kuaiyin. According to the data from Trustdata2020Q3, the total monthly live users of Douyin plus Douyin Speed Edition and Volcano Small Video in March 2020 exceeded 640 million, and the monthly life of Kuaishou (including Kuaishou speed version) was 370 million. No wonder the quick hands are in a hurry!
(TrustData 2020 data for March, byte beating occupy 6 seats of short video Top9 products)
Fortunately, during the epidemic, the whole country brushed short videos, and the overall traffic was rising for both platforms. In addition, the fast-handed live broadcast delivery was 2 years earlier than Douyin, which had a first-mover advantage and had the Tencent system. With the support of funds, flow and Tencent’s e-commerce supply chain, “live streaming” is seen by Kuaishou as a “window opportunity” to resurrect the vibrato.
Kaishou advocates that “bringing goods is easier than Douyin”. In fact, it is shouting at companies that have a supply, telling them that Kuaishou has “Quaishou Xiaodian” and Kuaishoudai.com. The goods are better than the data of Lao Luo’s first live show, why not let the eggs and WeiTen thousand, many stars did not start during the epidemic. It will be an unknown number whether the stars will enter the live broadcast to bring goods in the future. Their energy is no less than Lao Luo.
Conclusion:
Quick hands and Douyin will increase competition in live streaming, and even get involved in the game on the e-commerce platform, which will increase the level of struggle. Kuaishou will increase its support for live streaming to counter the rise of Douyin.
Axing believes that the short video live broadcast platform is a content platform centered on content creators. Today, live broadcast delivery is still at an early stage. The short video platform can be used to stock up for enterprises during the epidemic. In order to divert e-commerce platform online stores, there is no need to PK each other and fall into internal friction. The short-video rivers and lakes “water and fish” can accommodate the existence of the two giants. How to use live broadcast as the source of live water instead of “exhaustion and fishing” is the new direction of short-video platform competition. To believe that the platform is prosperous, it will naturally ” Naturally. ”
At present, Douyin’s ecological traffic has exceeded that of Kuaishou. Even when returning to the countryside, it is more than that of Kuaiyin. According to the data from Trustdata2020Q3, the total monthly live users of Douyin plus Douyin Speed Edition and Volcano Small Video in March 2020 exceeded 640 million, and the monthly life of Kuaishou (including Kuaishou speed version) was 370 million. No wonder the quick hands are in a hurry!
(TrustData 2020 data for March, byte beating occupy 6 seats of short video Top9 products)
Fortunately, during the epidemic, the whole country brushed short videos, and the overall traffic was rising for both platforms. In addition, the fast-handed live broadcast delivery was 2 years earlier than Douyin, which had a first-mover advantage and had the Tencent system. With the support of funds, flow and Tencent’s e-commerce supply chain, “live streaming” is seen by Kuaishou as a “window opportunity” to resurrect the vibrato.
Kaishou advocates that “bringing goods is easier than Douyin”. In fact, it is shouting at companies that have a supply, telling them that Kuaishou has “Quaishou Xiaodian” and Kuaishoudai.com. The goods are better than the data of Lao Luo’s first live show, why not let the eggs and WeiTen thousand, many stars did not start during the epidemic. It will be an unknown number whether the stars will enter the live broadcast to bring goods in the future. Their energy is no less than Lao Luo.