Douyin, station B stealing each other?

As the traffic growth of the domestic mobile Internet grows saturated, the income growth of the video platform represented by Douyin and B Station has also begun to fall into a slowdown. Trying to a new track, trying to find new opportunities.

As a head short video platform, Douyin already has the influence of covering the circles of the whole people. This is exactly the promotion and publicity channels required for the B station that starts from the second dimension. As a well -known cultural community and video platform in China, the capacity and value of the content of the station B have been closed, which is also a diversified incremental approach required to over -entertain Douyin. As a result, after the lap of station B and Douyin, it finally extended the tentacles to the other party.

The picture comes from Canva.

Station B "imitation" Douyin

Station B, which once started with a second -dimension, has completed the infinite expansion from anime to film and television, from knowledge to game ... it can be said that today's station B is not just a barrage video website. As the short video gradually became a "kill time" weapon, the tentacles of station B extended to a farther track. For example, the vertical screen mode was launched, the short video content was launched, and it began to move towards "Douyin".

On the one hand, because the advertising loading rate of the vertical screen mode is much higher than the horizontal screen, the launch of the vertical screen mode of station B can effectively increase the advertising exposure rate, thereby further increasing the advertising conversion rate. As the gameplay of advertising is gradually replaced by short video advertisements, the advertising growth of station B becomes very slow. In order to break the advertising growth ceiling, Station B has to move closer to short videos, change its own mode to a single -column information flow mode with a larger advertising loading capacity, and bring more advertisements to insert scenes. Feed to users to improve the transformation efficiency of advertising.

On the other hand, short video platforms are even more user immersion than medium -length videos. Therefore, the short video content on the station B can help them snatch the user's duration, thereby improving the overall consumption power of users and increasing the commercial value of station B. Although the "big member" is a major advantage of station B, compared with short video platforms such as Douyin and Kuaishou, there is a large amount of monthly work in station B empty, but it is unable to stimulate the activity of monthly work. ability. For the launch of short video content, the user stickiness of station B will naturally further improve, thereby driving the growth of members, advertising, games and other business revenue.

Although the vertical screen mode and short video content can be regarded as a test field of the "sealing" of station B to lift the advertisement "seal", it is also a good opportunity to overtake a curve. It is reported that at the Q4 conference of the 2021 Q4, B4 revealed a key figure: Story Mode (vertical screen mode) for less than a year, the DAU penetration rate has reached 20%, and the proportion of users likes reaches the proportion of users' like 30%, obviously achieved good results.

Douyin "Learning" B Station

Like station B, the diversified business layout is also the choice of Douyin. In fact, Douyin had a long time to "see the tiger" on station B. If the Story Mode extended the Story Mode to extend its own video field, it looks like "logical", so the jitter "see Qi" to station B -enter the middle of the marching mid -length. Video, the two -dimensional field, and the content of knowledge, although some unexpected content, is reasonable.

First, the vibrato marching towards the video field can enrich the content pool of the platform, increase user retention time, and provide creators with greater development opportunities and monetization space. No matter which aspect of the platform, the user, or the creator, the attempt for the new consumption scenario of medium and long videos is very good for Douyin. Douyin rely on short video content, it is difficult to go further, and increase the content type of medium and long videos to supplement its own content, which can seize the user groups who like to chase dramas and increase the adhesion of users; it also provides creators with greater creative space. It provides possibilities for developing more forms of videos.

Secondly, Douyin uses the two dimensions to occupy the minds of young users, and can achieve new and promoting work from the content level to the platform. Digging the new incremental value on the basis of existing users is the new power point of Douyin, and the music, film and television radiated by the two -dimensional content can be cross, fused with the ecology of the content of Douyin, and realize it to achieve realization and realize it. A richer content and presentation method to absorb more user groups; you can also further cut into more young people's consumption scenarios through two -dimensional content, discover the derived business models, and bring more business value to Douyin.

Third, Douyin's extra knowledge content not only improves the "taste" of the platform, but also increases platform income through knowledge payment. The short video content of Douyin's emphasis on entertainment has gradually become saturated, so brushing Douyin in the eyes of many users belongs to "excessive entertainment". The platform image avoids the continuous deterioration of word of mouth. In addition, more people are willing to pay for knowledge, and knowledge payment items such as subscribing, rewarding, and buying courses can also create more incrementation for Douyin.

It is difficult for station B to imitate the "essence"

For station B, "Douyin" may be a wounding tool. Because of the blessing of short video content, Station B may achieve commercialization "crossing robberies" at a lower cost and higher efficiency. However, the powerful monetization ability of Douyin can be imitated by station B for a while and a half. The "Douyin" station B is still inevitable to face many difficulties. On the one hand, the short video business has the impact of platform tone, community atmosphere, and creative ecology on Station B. Although it is not yet known whether the vertical screen mode will be on the B station, the 20%penetration rate means that the "division" of station B itself is intensifying. After the "Douyin" station B, the penetration rate of short videos has further improved, which has conflicts with the ecology of the original content of station B. The community atmosphere that is proud of will be in this contradiction. Repeated dilution, the core of station B will also look like constantly breaking and product revision.

On the other hand, station B wants to open up the barrier between short videos and medium -length videos, making it easy to increase the mutual gain of short videos and other contents. In view of the lessons in the industry in the industry, station B has abandoned the creation of an independent short video app, and chose to "compile" the short video into the main application and incorporate it into the content ecosystem. It is an important choice in the short video business. However, it is not easy to integrate the entire ecosystem to integrate the entire ecology, not to mention that the short video of station B is still using a user -layered mechanism, so it is a long way to get through and form value gain to make each content.

At present, short videos may bring some benefits to station B, but it is undeniable that as the content tends to be generalized and the user group expands, Station B has gradually lost its own personality. No longer so clear. Although between the content value -added mode of the medium -length video and the advertising mode of the short video, Station B has been working hard to find a balance, but it is obvious that this road is difficult to get through in a short time.

Douyin can not learn "essence"

The response of "Douyin" station B is not positive, and the path of the same Douyin knowledge is not easy to go. As early as 2019, Station B has begun to work for knowledge content. Now it has already had a great influence in the field of knowledge content. For Douyin, which was originally impressed by the "entertainment" impression, B The rich knowledge content reserves, Douyin can't learn for a while and a half. Obviously, the limitation of the development of knowledge about the development of the short video platform cannot be ignored.

In terms of content, although the content of Douyin is full of fun, it lacks sufficient depth. The more valuable and depth content requires a longer time to carry, so the video time is too short and it is not suitable for the spread of knowledge. As a short video platform that is relatively entertaining and leisure, Douyin must build a highly professional and intellectual -intellectual community, and it takes time to polish. What's more, the knowledge section of Douyin is first built. The range of the video content of the knowledge area is still different from station B. At present, it is difficult to become a preferred choice for users.

On the creator, it is difficult for the vibrato creators to ensure the content of knowledge high -quality and stable. It is not difficult to see from the performance of the creators at Station B that the standard of the UP owner is "knowledge background professional+expression of preferences". Therefore, it is difficult for users to stop by creators with insufficient ability. However, it is not easy to cultivate high -quality creators. It is even more difficult to discover hard core creators, not to mention that each family is vigorously supporting creators. Under the fierce competition, there is no output of high -quality content. not easy.

In terms of user habits, the image of Douyin entertains is deeply rooted in people's hearts and lacks learning attributes. Due to the unique attributes of the platform, the overlap of the user group covered by Douyin and B Station is not high. The stereotypes of the two to the public are: Douyin is entertainment, and station B is used for learning. Therefore, for the public, if you want to change from the learning atmosphere and existing habits from Station B, you need time to change the relevant cognition and use habits.

summary

At present, Douyin and station B "learning" is both a conspiracy and a close worry. Although it is inevitable, in the face of crowded tracks and increasingly fierce competition, the "Douyin "ization of station B is already a general trend, and Douyin's" B station "has also been on the string. As the "learning" and "imitation" of the two further deepen, station B and Douyin will become more and more similar in the future.

It is worth noting that excessive learning and imitation will make it lose "the original color". Today, station B and Douyin are standing at the crossroads. Whether it is to abandon the original "imitation" or maintain the characteristics and adhere to the "original intention", it is a test for both. All in all, it is not a long -lasting plan to imitate after all. There are more innovative measures to break out of the Avenue of Kangzhuang. Therefore, how to grasp the scale and avoid homogeneity in the process of change is particularly important, and this road is obstructive.

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