In today's society, the era of digital economy has arrived. From technological innovation, digitalization is incubated, and then the consumer Internet and the industrial Internet are born. A brand new consumption scene is gradually digitized and built into various platforms.
1
Douyin analysis framework
Douyin is well known, divided into: Douyin's values , algorithm features, user circle layer, content is king.
Bottom-up, Douyin Hierarchical Analysis Framework (as shown)
(1) Content is king, converting content into monetizable traffic:
Content is an important part of Toutiao’s business model, live broadcast, advertising , e-commerce are commercialization and monetization based on content.
(2) Algorithm and content distribution are the core:
algorithm push: centralized positioning, popular mechanism algorithm, superimpose recommendation according to the like rate, comment rate, forward rate, completion rate and attention rate of the content and other indicators , get more accurate official recommendation, win more exposure , and quickly form popular content with high popularity. Based on the user's affection, the recommendation engine is used to replace the search engine , and the personalized recommendation is made by people and noodles.
(3) Precise positioning of user circles: Supported by the
algorithm, accurate information flow pushes to different user circles, thus forming a strong and stable user group.
(4) Final vision: record a better life
Whether from the value or the core of the algorithm, Douyin always revolves around the Slogan of "recording a better life", and can monetize the content in different user circles, and then look forward to a better life .
2
字节跳动背后的强有力的支持者
、管理团队及融资主力
业务线明确的ceo及管理团队，有助于更好的决策
、字节跳动的融资历程
、抖音发展历程
When Douyin was launched, it was in the stage of high popularity of short video . It was initially positioned as a short music video community focusing on young people. After it went online, it took advantage of the popularity and financial resources of today's headline to merge competitors, covering more than 150 countries around the world. .
. Recommendation engines have stronger monetization capabilities than search engines.
(1) The mobility of information is much higher than that of search. Social networking and information have always been the biggest needs of users on mobile phones. Search is relatively secondary, and byte-beating is the recommendation engine. The founder of Douyin, users have realized personalized information distribution, thousands of people have thousands of faces, and people need it, and the principle of Douyin's recommendation algorithm is basically the same.
(2) Recommendation effect = algorithm technology * interest acquisition * data Accumulate
. Douyin algorithm overview:
Content distribution is dominated by algorithms - Toutiao's funnel mechanism Points: Superimpose recommendations based on the like rate, attention, comment rate, forwarding rate, and completion rate of the content, increase the exposure times of high-volume content, and quickly form popular high-profile content
. Douyin content distribution is dominated by algorithms , Through machine detection, the video content is matched with keywords and distributed to 200-300 online users. According to the user's feedback on the content, it is decided whether to superimpose and recommend it to a higher traffic pool for high-intensity exposure of high-volume content. At the same time, its own popular videos can drive the system to "dig graves".
, mainly divided into three steps:
(1) Cold start traffic pool exposure, after the short video is uploaded, Douyin will randomly assign a cold start traffic pool with an average exposure to each short video. In today's society, the era of digital economy has arrived. From technological innovation, digitalization is incubated, and then the consumer Internet and the industrial Internet are born. A brand new consumption scene is gradually digitized and built into various platforms. 1
Douyin analysis framework
Douyin is well known, divided into: Douyin's values , algorithm features, user circle layer, content is king.
Bottom-up, Douyin Hierarchical Analysis Framework (as shown)
(1) Content is king, converting content into monetizable traffic:
Content is an important part of Toutiao’s business model, live broadcast, advertising , e-commerce are commercialization and monetization based on content.
(2) Algorithm and content distribution are the core:
algorithm push: centralized positioning, popular mechanism algorithm, superimpose recommendation according to the like rate, comment rate, forward rate, completion rate and attention rate of the content and other indicators , get more accurate official recommendation, win more exposure , and quickly form popular content with high popularity. Based on the user's affection, the recommendation engine is used to replace the search engine , and the personalized recommendation is made by people and noodles.
(3) Precise positioning of user circles: Supported by the
algorithm, accurate information flow pushes to different user circles, thus forming a strong and stable user group.
(4) Final vision: record a better life
No matter from the value or the core of the algorithm,Douyin has always revolved around Slogan, which "records a better life", and can monetize content in different user circles, and then look forward to a better life.
2
字节跳动背后的强有力的支持者
、管理团队及融资主力
业务线明确的ceo及管理团队，有助于更好的决策
、字节跳动的融资历程
、抖音发展历程
When Douyin was launched, it was in the stage of high popularity of short video . It was initially positioned as a short music video community focusing on young people. After it went online, it took advantage of the popularity and financial resources of today's headline to merge competitors, covering more than 150 countries around the world. .
. Recommendation engines have stronger monetization capabilities than search engines.
(1) The mobility of information is much higher than that of search. Social networking and information have always been the biggest needs of users on mobile phones. Search is relatively secondary, and byte-beating is the recommendation engine. The founder of Douyin, users have realized personalized information distribution, thousands of people have thousands of faces, and people need it, and the principle of Douyin's recommendation algorithm is basically the same.
(2) Recommendation effect = algorithm technology * interest acquisition * data Accumulate
. Douyin algorithm overview:
Content distribution is dominated by algorithms - Toutiao's funnel mechanism Points: According to the like rate, attention, comment rate, forwarding rate, and completion rate of the content, the recommendation is superimposed to increase the exposure times of high-volume content.Quickly form popular high-profile content
. The content distribution of Douyin is mainly based on algorithms
, which is distributed to 200-300 online users after keyword matching of video content through machine detection. According to the user's feedback on the content, it is decided whether to superimpose and recommend it to a higher traffic pool for high-intensity exposure of high-volume content. At the same time, its own popular videos can drive the system to "dig graves".
, mainly divided into three steps:
(1) Cold start traffic pool exposure, after the short video is uploaded, Douyin will randomly assign a cold start traffic pool with an average exposure to each short video. For example, after each short video is reviewed and sent, there are an average of 1,000 exposures
(2) data selection, Douyin will analyze the data of various dimensions such as likes, attention, comments, and forwarding from the 1,000 exposures, and then select from it. For videos with more than 10% of the indicators, each video will be distributed evenly with 100,000 exposures. Then see which ones are liked, followed, forwarded and commented by more than 10%, and then roll into the next round of larger traffic pool for recommendation; , splitting and sorting out
, advertising business quantified live broadcast and advertising as the main revenue, new business has a huge space for rapid growth 2) Domestic mobile Internet companies such as Byte, based on the rapid growth of their core APP users and the high market demand for their application functions,The overall coverage has continued to expand in recent years to compete for user usage scenarios, traffic, and markets With short video advertising and marketing as the core, combined with live broadcast to bring goods, it provides merchants with normalized content marketing and live broadcast combined services.
(2) In 2020, Douyin will make efforts to build its own e-commerce system, restrict external e-commerce platforms, and accelerate the formation of its own e-commerce ecological closed loop.
, Douyin E-commerce: Where does the traffic come from?
(1) June 2020: "E-commerce" has clearly become the first-level department of ByteDance and an important strategic direction of the company, alongside Douyin and Toutiao.
(2) The Douyin system recommends content based on user interests, but the content recommendation logic and content ecology are different under different channels. The live broadcast square is a live broadcast aggregation place. In addition to e-commerce live broadcasts, it also contains other show venues, game live broadcasts, etc. . The reason why e-commerce live broadcasts can get more "recommended feed streams" is that, in addition to the conversion of refined packages within their own live broadcast questions, the "live broadcast recommendation feed streams" perturbed by short video streaming is the most popular e-commerce live broadcast room. main source of traffic.
(3) Douyin is mainly based on feed streams, and there is no upper limit for delivery. Therefore, the marketing on Douyin has unlimited possibilities. Douyin is smarter and more matching in terms of traffic structure.
Advertising business quantification: the driving force of revenue growth After the live broadcast e-commerce broke out in 2019, competitors such as Douyin and Kuaishou caught up.The data of major platforms in the industry has changed significantly.
(2) The layout of Douyi live streaming e-commerce with goods lags behind Taobao and Kuaishou by about a year. In the second half of 2020, Douyin has gradually clarified its positioning of live streaming e-commerce, laid out brand store broadcasts, and achieved differentiated development with competitors .
(3) In terms of increment, the share of Douyin has grown rapidly, and the live broadcast of cosmetics brands such as Proya can reach 1-2 million per day.
, Douyin e-commerce service provider (DP)
(1) With the rapid development of Douyin e-commerce, the "brand + service provider" cooperation model has been gradually improved - service providers provide brands and businesses with account operation services, store services , live broadcast services, traffic services, training and customer service logistics services and other full-link management services, combined with their own advantages to meet the brand's personalized marketing needs on the Douyin e-commerce platform.
(2) "Three major support plans", to develop interest in e-commerce. Help 1,000 merchants and 100 high-quality products achieve annual sales of over 100 million yuan, and 10,000 high-quality talents with annual sales of over 10 million yuan.
Note: The above content data comes from: Zheshang Securities Research Institute, ByteDance official website, Tech Planet, 36氪, Zhihu, Tencent.com It is a good signal for the practitioners of our company, we need to cultivate our inner strength more and improve our core competitiveness!
(The circle card has been added here, please go to the Toutiao client to view it)
Join the circle to receive the relevant information of Douyin e-commerce trader The screenshot is as above
(2) The Douyin system recommends content based on user interests, but the content recommendation logic and content ecology are different under different channels. The live broadcast square is a live broadcast aggregation place. In addition to e-commerce live broadcasts, it also contains other show venues, game live broadcasts, etc. . The reason why e-commerce live broadcasts can get more "recommended feed streams" is that, in addition to the conversion of refined packages within their own live broadcast questions, the "live broadcast recommendation feed streams" perturbed by short video streaming is the most popular e-commerce live broadcast room. main source of traffic.
(3) Douyin is mainly based on feed streams, and there is no upper limit for delivery. Therefore, the marketing on Douyin has unlimited possibilities. Douyin is smarter and more matching in terms of traffic structure.
Advertising business quantification: the driving force of revenue growth After the outbreak of live e-commerce in 2019, competitors such as Douyin and Kuaishou caught up, and the data of major platforms in the industry changed significantly.
(2) The layout of Douyi live streaming e-commerce with goods lags behind Taobao and Kuaishou by about a year. In the second half of 2020, Douyin has gradually clarified its positioning of live streaming e-commerce, laid out brand store broadcasts, and achieved differentiated development with competitors .
(3) In terms of increment, the share of Douyin has grown rapidly, and the live broadcast of cosmetics brands such as Proya can reach 1-2 million per day.
, Douyin e-commerce service provider (DP)
(1) With the rapid development of Douyin e-commerce, the "brand + service provider" cooperation model has been gradually improved - service providers provide brands and businesses with account operation services, store services , live broadcast services, traffic services, training and customer service logistics services and other full-link management services, combined with their own advantages to meet the brand's personalized marketing needs on the Douyin e-commerce platform.
(2) "Three major support plans", to develop interest in e-commerce. Help 1,000 merchants and 100 high-quality products achieve annual sales of over 100 million yuan, and 10,000 high-quality talents with annual sales of over 10 million yuan.
Note: The above content data comes from: Zheshang Securities Research Institute, ByteDance official website, Tech Planet, 36氪, Zhihu, Tencent.com It is a good signal for the practitioners of our company, we need to cultivate our inner strength more and improve our core competitiveness!
(The circle card has been added here, please go to the Toutiao client to view it)
Join the circle to receive the relevant information of Douyin e-commerce trader The screenshot is as above
