Source | Tech planet
text | Chen Qiaohui
Douyin open platform ushers in new evolution.
On September 6, the Douyin Open Platform debuted, focusing on realizing new digital growth opportunities for Douyin developers and operators. The Douyin ecosystem has become another vitality system that cannot be ignored after WeChat opens its platform. At the
conference, Douyin Vice President Han Shangyou also formally introduced the Douyin open platform to his partners. The Douyin Open Platform is a Douyin Open Platform based on Douyin’s rich product scenarios and powerful technical capabilities, through open capabilities and application ecosystems that focus on mini programs.
Picture Note: The picture comes from the Douyin Open Platform Developer Conference. The emergence of an application ecosystem such as
also provides technical support for Douyin's advancement to life service platform . It can be found that today's Douyin is no longer a content consumption platform, but a new life tool with various functions. Behind this is inseparable from the main carrier of the Douyin open platform - "Douyin Mini Program". With the help of mini programs, Douyin users can reach various new services, such as ordering takeout, shopping, and learning knowledge on Douyin. Douyin has long been integrated into life and people have become accustomed to its existence.
is not only a leading enterprise such as Ele.me , iQiyi , but more and more developers are joining the Douyin cooperation ecosystem, and with the help of the Douyin open platform, layout and achievements Your own business. It can be said that the Douyin Open Platform has formed a relatively complete ecological system from the initial small-scale trial to now, and has formed a mature business ecosystem in this perfect process.
As the Douyin open platform will be further opened, this move means that Douyin will attract more business enterprises to join this new ecosystem with a more open attitude, and the future development space of the Douyin open platform is fascinating.
Douyin Open Platform, a golden key to open Douyin traffic
As a super app with more than 600 million daily active users, Douyin's every move attracted the attention of the outside world. This is the first time of the Douyin Open Platform Developer Conference The same is true for the convening.
In this conference, Han Shangyou focused on explaining the open concept and characteristics of the Douyin open platform in his keynote speech. Based on the ecosystem with personalized recommendation and distribution of Douyin as an important basis, Douyin’s open platform presents the characteristics of accurate recommendations and good video scene conversion. In the future, it is worth paying attention to how Douyin’s open platform can balance the relationship between users, platforms and developers on the premise of user experience as the center, and explore the most suitable opening methods and rhythms for various industries.
recommendation and videoization are two major features of Douyin’s open platform, which is due to Douyin’s algorithm technology and the short video attributes that cannot be separated from Douyin. In terms of recommendations, under the important ecosystem with personalized recommendation distribution, various content and services can be pushed to the users who need it the most. The recommendation mechanism means fairness. All businesses that can provide good services and experiences have new opportunities to have fair growth opportunities.
Video planting is another feature of Douyin’s open platform. The video can be intuitive and vivid, making users more immersive when watching, and has strong planting and conversion capabilities. Therefore, around Douyin mini program, Douyin The audio open platform can provide business enterprises with basic capabilities such as guaranteed payment, customer service management , subscription messages, and business capabilities such as short video/live broadcast room mounting mini programs, traffic owners, and advertisers.
As the domestic Internet gradually moves towards interconnection and openness, the Douyin Open Platform has also put forward its own open concept.
At the Douyin Open Platform Developer Conference, the Douyin Open Platform introduced its open ideas from two aspects: platform opening and industry opening.
In terms of platform opening, the Douyin Open Platform has opened up the basic framework capabilities of mini-programs, public domain traffic mount capabilities, business conversion capabilities and user reach capabilities. These are also the four major capabilities of the platform, which comprehensively provides operators with the following capabilities. Content marketing scenarios and gameplay that attract customers on Douyin, and convert transactions to the end user retention/revisiting to promote active content marketing. At the same time, the platform provides industry solutions mainly based on mini programs, allowing developers to realize digital marketing on Douyin.
pic note: The picture comes from the Douyin Open Platform Developer Conference.
In terms of industry openness, the Douyin open platform provides developers with openness to user search and other active access scenarios through richer open scenarios, as well as passive access based on recommendation distribution for Douyin's features The scenes have also been opened to varying degrees, such as short video small snowflake anchor points, short video POI anchor points, etc. This is also because the business models of many industries are very mature and have their own unique tone. Only by effectively connecting with Douyin can it generate great incremental value.
However, due to the Douyin-style public domain recommendation mechanism, it also means that more order and norms will inevitably be accompanied by the opening process, so the Douyin open platform will also standardize the platform open principle. For this reason, the Douyin open platform proposed Four major principles are: ensuring user experience, user privacy protection, adhering to operator responsibilities, adhering to operator responsibilities, etc., and formulating industry operating specifications based on the business characteristics of each industry, as well as combining the business logic of the industry, Douyin to make open plans to varying degrees in practical application scenarios.
Through special and open attribute bonuses, the Douyin open platform has become the golden key for developers to open the door to Douyin traffic.
In the stock market, Douyin open platform is a new growth mine for business enterprises
As the number of domestic Internet users exceeds 1 billion, the increase has reached its peak. In the stock market, the competition and challenges faced by enterprises are also increasing, and many companies choose Extending the business overseas, but few people know that there are still many commercial tracks that can be explored in the domestic market, among which mini programs have become a popular choice.
On the one hand, mini programs are not only for commercial enterprises to open up sales channels for C-end, but also for commercial enterprises to sell. As the main carrier of Douyin’s open platform, Douyin mini program has become a new business plan for many business enterprises in the existing market.
For example, a merchant named "Dolphin Knows" has become a beneficiary of the Douyin open platform. "Dolphin Know" is a comprehensive service provider for short video knowledge monetization solutions. It provides knowledge content creators with stable knowledge payment mini-program tools on platforms such as Douyin, and also provides course review, after-sales processing, operation guidance and other services. Many Douyin content creators rely on the "Dolphin Know" mini program to monetize knowledge content.
Picture Note: The picture comes from Douyin App.
An author who did magic secrets on Douyin told Tech Planet that they uploaded the filmed magic secret works to the Dolphin Knowledge mini program, and then mount the mini program link with the secret works to the published supporting magic types In the content of the grass video, once someone is interested in the magic video, he will click on the mini program link to study for paid, real content monetization. This is indispensable to the role played by the Douyin open platform in videoization.
According to the official data of Dolphin Knowledge, as a service provider for top knowledge monetization solutions such as Douyin, the Dolphin Knowledge monetization mini program has been launched on Douyin in September 2019, and has provided content monetization for more than 30,000 high-quality experts. Service, the platform has a total of 60,000+ courses on the shelves.
In addition to service providers, many businesses in industries such as local life and automobiles, as developers, also launch new mini programs on Douyin, such as Books Yishao Xiancao , Yihetang , Geely Auto , Geely Auto , Ele.me, etc.
Picture Note: The picture comes from the official website of Douyin Open Platform.
Among them, Ele.me just announced its cooperation with Douyin some time ago. It will be based on the Douyin open platform and use mini programs as a carrier to help millions of merchants provide content planting and online services to 600 million Douyin daily active users. Order to instant delivery local life service . This is also the first intersection of the two major tracks of Douyin’s open platform videoization and instant home delivery service.
Industry insiders believe that the essence of mini programs is a more convenient value closed loop. It shortens the overall value chain. It does not require download or activation. It is easy to use in the process. The whole process is seamlessly connected, in one The entire process from traffic to conversion is realized within a simple closed loop. This also makes mini programs the second place for many merchants to achieve revenue growth outside the main end.
In the context of open interconnection, Douyin’s open platform has brought new opportunities
As the domestic Internet shows a trend of interconnection and further opening up, Douyin has also attracted many Internet manufacturers to settle in.
Some time ago, Douyin reached cooperation with iQiyi and Ele.me to provide services to Douyin users. Among them, iQiyi will authorize Douyin Group to Douyin Group that has the right to disseminate information network and sublicensed long video content in its content assets for short video creation. Ele.me is based on Douyin’s open platform to explore “Watch now” Click to get the new model.
Their cooperation is not surprising. Previously, some users expected that short videos could only watch delicious food and plant grass, and they could not buy it after planting grass like e-commerce. After this cooperation with Ele.me and Douyin, it can make you hungry Lemo enjoys the industrial upgrading brought by Douyin’s interest recommendation, and at the same time, through the Ele.me mini program, Ele.me merchants also have a new entrance. Douyin's choice of open cooperation can not only introduce more partners to serve users and merchants, but also provide Douyin itself with a new development curve and enrich its ecology.
Of course, after the cooperation, the Douyin open platform can make Ele.me's Douyin mini program an important new tool for its own platform and form loyal users through personalized recommendations and videoization.
As we all know, in order to increase activity, the platform only uses the takeaway app and will not download the main APP for buying groceries. At this time, you can use the mini program to promote the user to use the Ele.me main program. User behavior actually happens, and the consumption frequency increases, but it only happens in multiple ends - mini programs and apps. You can use a mini program to promote the user to use the Ele.me mini program.
Picture Note: The picture comes from the Douyin Open Platform Developer Conference.
Not only that, for the industry, the Douyin open platform can break the traffic barriers in the open context and provide more innovation for business enterprises. Today's mini programs have long been subtly entering the lives of ordinary people and permeated the line The most extensive business chain online.
For Douyin, a large number of developers "take roots and sprouts" in Douyin, which will actually expand Douyin's ecosystem and improve it as a comprehensive product that can serve the all-round needs of users. It can be said that both parties can cooperate and benefit, and users can also enjoy more services on Douyin without leaving home.
