The main purpose of the article is to analyze the four products mentioned above in combination with the framework (focus on the short video part), understand the current UGC short video community products and give their own thinking, without Buy email list spending too much on interaction design of ink.
The overall architecture of this article is shown in the following figure:
Return to the essence - user needs
When the content form changes from graphic to short video, what does it mean to users?
For content consumers , short videos are short and exquisite. Compared with pictures and texts, the cost of obtaining information is lower in the form of videos. The short duration also makes it more suitable for fragmented mobile scenarios . People use their spare fragmented time to Being able to watch a short video with meaningful content can also leave a deep impression on people , which is a consumption upgrade in content form.
For content producers , short videos enable users to share and record their own lives or build their own circles in a more expressive form .
AppStore photography and video rankings, followed by Douyin (1), Kuaishou (4), Volcano Video (8), Meipai (10)
Data comparison from iResearch
Without considering the confidence of the data (more accurate data are welcome), it can be seen that the current top spot is still Kuaishou. The Douyin market, which was launched in 2016, has an eye-catching performance, while Meipai, as an old player, is relatively lagging behind. Location.
Since the main user groups of the four products are different (not fixed), please keep this difference in mind, which will be reflected in the following analysis.
(If it is irrelevant, I need to ask you how to collect the corresponding user characteristic data of competing products?)
1.1 The content itself
Meipai's content is rich in forms. The ordinary 15-second short video is for Biao Kuaishou and Huoshan small video, the newly launched "Youxi" is for Biao Douyin, and the 5-minute short video is closer to information short video products such as Pear Video, which is eye-opening. etc., so that third-party PGC can enter Meipai, so that long-time tutorial videos such as beauty makeup, food, and home furnishing for female user groups can be produced. Compared with other products, the content format of 10-second MV is in the form of 10-second MV. It will be involved in the analysis of the content production threshold below.
Kuaishou has two major characteristics in terms of content:
(1) Restraint on live broadcast
Compared with Meipai, everyone can live broadcast, and Kuaishou needs to meet certain conditions to open live broadcasts. In the distribution of live broadcast content, compared with Meipai and Volcano, Kuaishou gives a tab weight, and Kuaishou distributes it in the short video waterfall. The reason is ultimately to talk about restraint in the face of product positioning. Kuaishou is a platform that allows ordinary people to record their lives through short videos.