WeChat blocked the jitter and re launched the Tencent’s own short video products. The 3 billion subsidy vowed to stir up waves in the short video market.
A few days ago, a news of “Q1 iOS downloading volume first in the world” made this short video product strong again. Followed by a “Ma Huateng and Zhang Yiming circle of friends mutual” screenshots leaked out, but also for the vibrant sound and the Tencent micro vision of the fierce fighting has added a lot of gimmicks.
At present, the evaluation of chattering on the Internet is divided into two poles:
Those who support trembling voice are addicted to it; they do not play or are bored.
But it is undeniable that such a large scale, regular public voice has become a star product. It is at the stage of rapid growth, and it is also the most spectacular time of the product, and from the life cycle of a product, the following four processes are basically the following:
Exploration period, growth period, mature period and decline period
Then, the author will combine the product function iteration, data change and the occurrence of related events to comb the development process of the trembling sound in the period of exploration, and analyze and predict the trend after the maturity.
First, the exploration period of the trembling (2016.9.26-2017.4.30)
It was officially launched in September 26, 2016. The first name of this product was “A.me”, and soon in the December 22, 2016 version of the iteration, it was formally renamed “short video of shaking voice”. One thing to mention is that the renaming of “shake sound” is no doubt successful, compared to “A.me”, which is more convenient for users to remember.
In the market at that time, the small coffee show, the quick hand and the beauty pat are the star products in the mobile short video field. No one ever thought that, in less than one year, the small coffee show and the beauty pat are falling, the trembling sound is growing, and the fast hand becomes the two big unicorns in the short video field.
According to the author’s information, in March 13, 2017, the famous comedy star, Yue Yunpeng, forwarded a short video micro-blog with a watermark of trembling sounds, which could be regarded as a small scale attempt at the early stage of the tremor. In 2017, January 9th, the trembling sound just got millions of rounds of financing from today’s headlines.
In April 28, 2017, the buffet completed the iteration of the 1.4.0 version. After this version, the shake began to operate on a large scale, so I took it as a node, which was regarded as the exploration period of the chattering product.
Obviously, during the exploratory period of a product, it is mostly a stage of grinding and optimizing the function of the product, laying a good foundation for the rapid growth of the product. This can be found in the APP version of “bird brother notes” provided by the following iterations:
The above is the version of the version of the product during the exploration period (a total of 15 versions). It can be seen at this stage at the core of the work at the product level, such as experience optimization, function enrichment, bug repair and so on. We attach great importance to the training of seed users and product iteration based on user feedback.
According to the ARI index, the number of monthly independent equipment for the May 2017 shakes is 5 million 350 thousand, and the base number of the user is small enough to make the big guy pay attention. But the final outbreak of a product must not be lucky, the earlier version of the iteration, to make the product experience better, is the user stay and be willing to actively spread the premise, all of this indicates that the future is at least not too bad.
Two. The first stage of the growth phase of trembling sound (2017.04.28–2018.01.16).
Since May 2017, the focus of the trembling tone has gradually shifted to the operational side. The first division of the first phase of the growth period is based on the results of the version iteration of the product, the changes in the Baidu search index, and the analysis of the events related to the trembling.
At this stage, the operational information of the tremble is arranged as follows:
Through the relatively centralized operation of this stage, the most direct change for the tremor is the growth of the user. According to the ARI index, the number of monthly independent equipment for shaking sounds soared from 5 million 350 thousand in May to 69 million 170 thousand in December, which has achieved a nearly 12 fold increase.
The key to realize the multiplication of the users is to locate the young audience’s trembling sound, and to get the accurate users quickly by the high potential energy, which is in line with the star effect and entertainment program.
We know that as a content type product, it is critical to provide quality content to increase the retention of users, and there are two major categories of users shaking sounds: content creators and content consumers. The operation of the strategy increases the exposure of the product to a large amount of drainage for the product. The first is to give the content creator confidence. These users create more quality content and need to have enough consumers to watch it. Quality content is the core of content consumers’ willingness to stay, thus forming a relatively benign cycle.
Besides, partners working in the content field should be familiar with the concept of centralization.
Today’s headline has proved his success in the field of news and information with the help of its core algorithm, which is also the key to attracting content creators and relatively closed to WeChat. The maximum difference of state system. And copy this algorithm to the upper part of the jitter so that every content creator can become the focus.
For many content creators, it is a good choice to make themselves small and profitable through the output of the content platform. After all, there are countless cases of the attack of life through the identity of the media on different platforms.
At this stage, according to the version of the version of the bird’s notebook, we can see a total of 20 versions of the version, which is not described here. The following is the simplification of the emphasis on this stage of iteration:
- Performance experience Optimization and bug repair;
- Filter, sticker, shooting effect, sharing, management of works and other functions update;
- Fresh updates for nearby, binding micro-blog, personal home page support sharing;
- New live function.
Of course, more detailed version of iteration information, you can move bird brother notes to understand in detail.
At this stage, the work on the product side mainly focuses on three aspects: the perfection of functions, the further enhancement of the social attributes of products and the opening of live broadcasting functions.
Of course, we can not ignore some subtle trends in the market in terms of the functional iteration analysis of this stage of vibrato.
First, the quick hand got $350 million in financing at the end of March, and then the BAT three giants seem to have discovered the huge incremental market hidden in the short video field, or move into the short video field in a transition, or in the way of self development, or investment layout.
For the shake sound, the cold start that has just completed the product immediately plunge into the fierce market competition, and through its continuous version function iteration, make the product more interesting, clear product positioning and large-scale promotion and operation can make the tremble stand out among the many competitors. It has to be said that the work of shaking up the first wave is excellent.
In this stage, the user’s evaluation of this product is generally positive, often we will see “indulge in trembling sounds can not extricate themselves, every day unwittingly brushes one or two hours before the past” related information, which also confirms the attraction of the shake to the user from the side.
Three, the growth stage of the trembling sound in second stages (2018.01.16 to date).
After nearly 12 times more than half a year of user growth, the development of buffeting sounds into a new stage. With the good product experience and brand exposure, the shake sound is self growing. At the beginning of 2018, the trembling sound was already a giant in the short video field, which means the user has broken the billion. This also means that the jitter has been firmly established in the domestic short video field.
As the content of the platform continues to increase, it is difficult to avoid the quality of the content will be reduced, so we see in the January 16, 2018 version of the 1.7.0 version of the shake, on the side of the product, more emphasis on functional experience Optimization and the quality of the content control.
The following is the iteration recording of the trembling product at this stage:
From this stage of product iteration, we see basically the stage of fine grinding of products, and no major changes have been made.
However, the problem is also beginning to appear: the music short video has been completely broken in the content presentation, including the content of the short video platform, such as the paragraph, the game and so on.
Of course, this is the difficult choice that many content platforms need to face: the compromise between their own tonal insistence and commercial realisation.
As the article begins, short video has been the first to be downloaded in the Q1 quarter, and ranked first in the general list (free), and in the photo and video (free) classification rankings. Only by relying on the explosive growth of the domestic market can the global downloads be the first? Obviously, it is not very realistic.
The final result is due to the early international layout strategy of trembling: in August 2017, the voice was low in the name of Tik Tok, and in Japan, Thailand and South Korea all achieved good results. The downloading rankings even surpassed the well-known products such as Facebook and Youtube.
The final result of domestic products out of the sea is not satisfactory, and the trembling sound is undoubtedly successful. Facing the limited space of the domestic market and the huge space of the international market, the shakes also put its focus on the international layout in 2018. The early success of the test water has given great confidence and encouragement to the trembling team, but it has just begun. In the past, there are few successes and lessons that can be learned. In 2018, how high is the internationalization of the trembling voice, which is really expected.
Four. On the maturity of the trembling sound and the future conjecture
Before the trembling sound, the beauty pat and the little coffee show were also the most popular video and video products, but they were just two or three years away. The core problem of the rapid decline of products is the numbness of users’ content on the platform, which is also a problem facing the content platform.
In 2018, the synchronization of domestic market and international market will make the jitter sound maintain a sustained growth momentum over a longer period of time.
But the cruel nature of the Internet will not be partial to any product. When your content is not attractive to users, users will soon abandon a product. As a mainly entertainment content products, compared with WeChat, Alipay and even takeout, taxi and other products, which can provide to the user value and user needs to solve the present situation is still not strong enough.
So as to shake the sound, while expanding the market quickly, it is a point in the future that how to maintain the regulation and specification of the platform, maintain the relationship of the content creators and encourage them to create the quality content.
And the tremor is also starting to try to get closer to the electric business. Adding a direct Taobao link to the live page appears to be a good model to give a content creator a way to cash in. But how to grasp the yardstick of content creators, it is not easy to standardize products selling on the function of ensuring consumers’ good experience. Conversely, if chattering is filled with advertising messages one day, it will be very unfriendly to user experience.
For the content type community products, the length of its maturity and the arrival of the recession depend largely on the content of the content creator, and the continuous emergence of the content platform makes the content creators more willing to choose the new platform with great traffic dividends, and how to retain the quality content in the platform. The author, too, is a big problem for the trembling.
Finally, we can get together to do a small interactive thinking, I intercepted the small coffee show, the American beat, the quick hand on the Baidu index of the change trend chart, which to a certain extent, reflects the active cycle of the product.
The small cafe shows an active cycle for about 2 years
2.5 years of the active cycle of beauty pat
The active cycle of the fast hand 4 years +
Of course, the above Baidu search index alone can not accurately determine the active cycle of these products, but it can make a general overview.
So, according to the current situation of jitter, how long do you think the vibrant product cycle will last?