In China’s short video platform industry, Douyin, Kuaishou and video accounts have gradually formed a situation of “Three Kingdoms Competition”.According to official statistics, Douyin has more than 600 million daily active users, Kuaishou has more than 400 million daily active users and WeChat has 1.2 billion daily active users.Douyin and Kuaishou are typical products on the short video ecosystem chain, but WeChat video number is not necessarily.Domatters is more inclined to believe that WeChat’s “The intention of the drunkard lies not on the wine, but on other purposes.”While it seems to be taking over the short video market, the video number is actually a complement to WeChat’s ecology, evolving only within WeChat’s own product philosophy.
It can be said that Douyin, Kuaishou and wechat video number have great differences in product positioning, product tonality, product design and recommendation mechanism, product ecology and other aspects.
1.From Product positioning (different values) to look at the difference between Wechat video number and Douyin and Kuaishou
From the positioning of slogan, we can see that the core difference between the three lies in the underlying values and product user positioning.
Kuaishou’s slogan: From “recording the world and recording you” to “seeing every life” to “embrace every life”
Douyin’s slogan: Let the worship start here-Recording a good life
The slogan of the video number: recording real life
From a literal point of view, Douyin wants users to share the “beautiful clips” of their lives, while the video account wants users to record “real life”.
Looking at product positioning, Douyin is more inclined to a video creation platform + a video consumption platform. It uses video and creative forms to shoot content. The positioning emphasizes “creating with video”; video accounts are more inclined to “life precipitation”. As long as your creation has personality, value, and reality, you can create your own IP. You can record your life in the form of pictures or videos.
2.From the perspective of product tonality to look at the difference between Wechat video number and Douyin and Kuaishou
Douyin is fun, pan-entertaining and valuable. Douyin is a stage for high-quality short video creators to show their talents. It has made it possible for everyone to share the good life, appreciate the poems and fields in the distance, and know more interesting souls.
In particular, the success of TikTok’s international promotion has made Douyin a global entertainment and social tool. It can be said that from the current point of view, Douyin is the most successful content operation.
Kuaishou is more grounded, and the threshold is not high. At first, it successfully exited the circle from the central and northern regions. It can be said to be a portrayal and epitome of the “old iron community” and the “civil ecology”. It does not deliberately pursue high-level, what it wants is the original ecology, which highlights the status of “people”. The advantages of creators and the positioning of ordinary people are appropriately combined.
The foothold of the WeChat video account is social, which is a precipitated social relationship. Its tonality is a social attribute, and more of a private domain traffic pool. In this circle, more users are our relatives, friends, colleagues, leaders, etc. It is a powerful private domain social network established based on family relationships, classmate relationships, and workplace relationships. It has strong social attributes and human constraints.
In recent years, Douyin and Kuaishou have actually become more and more similar. However, Kuaishou is sparing no effort to “upgrade”, and Douyin is constantly sinking and “dimensioning”.
If we compare Douyin and WeChat video accounts, they give us a completely different feeling. Tik Tok is like a small, lively, everyone is very happy. The WeChat video account is like an alley, full of life, joy in the world, and everything. Moreover, WeChat officials will not intervene in operations, only formulating basic rules. This is not the case with Douyin. The official operation attribute is very strong. It often organizes topics and challenges for all people to participate, just like warm-up activities in a small bar, which will obviously lead the atmosphere to the more the official hopes of the tone.If we compare WeChat to a supermarket, the WeChat video account is equivalent to adding the category of “cooked food”. You can buy what you need and leave after you buy it. Douyin is more like a game hall which hope you “cannot stop to play”.
From the product design point of view, Douyin is vertical and full-screen, emphasizing a sense of immersion, which is a typical kill time product. Its core value is to retain users. The longer users watch it, the more opportunities it has for commercial realization and the higher its commercial value.
On the other hand, the content of the video account is presented in the form of horizontal and information flow, which is more calm, and there is no operating mechanism for user “retention”. The overall product design is very simple. It only satisfies simple shooting, adding subtitles and uploading. It is very simple and obviously does not want users to “indulge in this”. WeChat only provides a function and channel that can send and watch short videos, but in essence it still hopes that users will “go when they run out”.
3.From Product recommendation algorithm to look at the difference between Kuaishou, Douyin and WeChat video number
As we all know, short video users are mainly divided into two categories: one is users who watch videos, and the other is content creators.
Douyin’s operational capabilities are unique among many short videos. Douyin insists on being “user-oriented”. So when we opened Douyin, most of the videos we saw were content with millions of likes recommended by the system.
TikTok uses the official recommendation mechanism and algorithm to screen out the most high-quality and most attractive content, and the content is very explosive, with millions or even tens of millions of likes.
Kuaishou is “creator-oriented”. When Douyin continues to increase exposure through high heat, head creators concentrate a lot of user attention, and this centralization makes ordinary creators and grassroots creators discouraged.
Kuaishou has implemented traffic control for the decentralization of content distribution, limiting the head content traffic to about 30%, and 70% of the traffic is allocated to the medium and long tail content, in order to strengthen the creator orientation and community attributes.
WeChat video account is a two-pronged social relationship chain + user preference algorithm, and then relies on the distribution mechanism of a small number of centralized recommendations and geographic location recommendations.
Douyin is based on machine recommendations, and video accounts are based on social recommendations. Every video number is recommended, and often it is written that multiple friends have seen it and so on. This is the concept of social recommendation.
User preferences, as the name implies, big data analyzes users’ browsing, likes, comments, reposts, favorites and other data. According to user preferences, such as the official account you often follow, the attributes of the Moments you send, etc., the system will automatically give You customize a model, tag you, and then push you similar content next time.
In fact, the video number algorithm is basically used by every platform. If we often search for snacks and clothes on Taobao, these things will be recommended next time on Taobao. Douyin, Xiaohongshu, etc. all have the same algorithm mechanism
4. From Product ecology to look at the difference between Kuaishou, Douyin and WeChat video number: WeChat video account forms a closed loop by itself
Douyin itself is ecological, and creators can realize income through e-commerce, advertising, etc. on the platform. Consumers can also complete the purchase. However, Douyin’s official website cannot operate a fan base, so it still needs to be transferred to WeChat for private domain traffic.
The WeChat video account can be used as a supplement to the official account, or as an independent content distribution platform, and it can attract traffic with the official account. This is an advantage that any other ecosystem does not have, and it is also unmatched by Douyin.
Secondly, the video account itself is in the WeChat ecosystem, and the built-in social attributes can add extended links to the official account (the extended link only supports the official account), and then share it to the circle of friends. In the future, it is possible to link Mini Programs and WeChat Pay. This is a complete ecology and a closed loop of its own.
From the perspective of user attributes: younger and middle-aged
At present, the average age of users of video accounts is older than that of Douyin Kuaishou, so this point must be taken into consideration when choosing content.The value of video account fans is greater than Kuaishou Douyin, there is no doubt about this. The video number itself is a private domain, and its value is definitely the highest. Through the video account, users can be directed to the corporate WeChat, personal account, and WeChat community, which is the private domain traffic of WeChat, which can bring more and longer life cycle views, which is equivalent to salary and performance Other financial income.
5. Other
