current position:Home>Analysis on the operation of four short video platforms: Tiktok, Kwai, video number and watermelon video

Analysis on the operation of four short video platforms: Tiktok, Kwai, video number and watermelon video

2022-05-15 06:44:49Station master number

 Tiktok 、 Well quickly 、 Video Number , Operation analysis of four short video platforms of watermelon video


special column | Digital commerce

methodology




Ubiquitous short videos , It's not a trend anymore , It has become a way of life . Whether in social life APP、 Pan Entertainment APP, Or tools? APP, We can all see a lot of high-quality content in the form of video .




As a short video creator , The main operation platform is Tiktok 、 Well quickly 、 Video Number , And watermelon video , So how to choose the right platform to operate , What should we pay attention to in operation ?




Short video distribution mechanism





In fact, on the whole , The distribution mechanism of short video platform is similar , Mainly to decide whether to recommend 3 Two factors and hierarchical traffic distribution mechanism .




By tagging the video 、 The interest matching between user tags and users and videos determines whether to recommend . Cold start in small flow pool , Determine whether the video is put into a larger traffic pool through user data , In this way, the hierarchical distribution of video .




Although the distribution mechanism is generally similar , But each platform has different operating characteristics .




Discrimination between Tiktok and Kwai platform





Tiktok and Kwai are two platforms leading the trend of short video , The difference between the two is obvious .




 Tiktok 、 Well quickly 、 Video Number , Operation analysis of four short video platforms of watermelon video





Tiktok has occupied the youth groups in the first and second tier cities , According to the completion rate 、 Point praise rate 、 Comment rate 、 The conversion rate and attention ratio are used to judge whether the video is of high quality . The Tiktok screen opening page is recommended , It can be seen that the platform relies entirely on algorithms, hoping to let users see the best video content .




This strict labeling and algorithm recommended machine manufacturing has significantly polarized the platform account : Continuous flow of high-quality creators , The heat is constant . Those with average content quality have a pitiful amount of recommendations , Fan growth is also difficult .




Kwai is entrenched in the multi-age group of the sinking market , Give the old iron workers inclusive flow , Space for everyone .




It is different from the Tiktok open screen recommendation page , The opening of the Kwai screen is to pay attention to the page . More Than This , The platform will give each user traffic support , There are at least dozens to hundreds of displays .




Therefore, the account distribution of the platform is olive , Under the flow inclusive distribution mechanism of the platform , The number of account followers will not be too much or too little , But let everyone get a certain amount of attention .




Video number platform





The video Number follows Tiktok and Kwai . Different from the traditional mechanism of distribution based on tags and interests , Video numbers mainly rely on social relationships for recommendation .




First , After entering the video number, the first display is the video page praised by friends , At the same time, the data shows , What users watch in the video Number 80% The content of all comes from friends who have praised this recommendation mechanism .




Why should video numbers make innovative social recommendation mechanisms ? Because wechat itself is a social network with a wide coverage APP, Social gene is the inherent advantage of video number , It opens the entrance for the video number to run through the wechat ecosystem .

 Tiktok 、 Well quickly 、 Video Number , Operation analysis of four short video platforms of watermelon video


The sharing of Tiktok in wechat will be limited , The video content can be forwarded to chat and circle of friends , Lower the social threshold . Video numbers can even be added to personal business cards , The video number can also be associated with the official account , It has built a bridge between public and private traffic .





But due to the strong social attribute , There have been various speculations about the development of video numbers . But we can see that after several failures of micro vision , It seems that the video number has finally found the right operation mode , Get on track one by one , The length of time for creators and users is rising .




At present, the content category of video number is mainly food 、 Emotion and life , For content creators of other tracks, they can seize this market gap , An attempt to operate a video Number .




Watermelon video platform





Watermelon video is separated from the video content of today's headlines , So the gene with news information , The video category covers a wide range : Epidemic prevention 、 game 、 Farmer 、 sports 、 The movie , TV series, etc , There are also columns of popular film and television variety shows , It's not so much a short video APP, In fact, it's more like a walking TV .

 Tiktok 、 Well quickly 、 Video Number , Operation analysis of four short video platforms of watermelon video


Among the twenty or thirty video categories ,UGC The content only appears in the form of small video Columns , The share is very small , The whole platform is still based on PGC Content oriented . And compared to Tiktok 、 Kwai and video number 1 Short video within minutes , Watermelon video is mainly medium and long video .

 Tiktok 、 Well quickly 、 Video Number , Operation analysis of four short video platforms of watermelon video


Watermelon video open screen page is the recommended channel , Popular science 、 Journalism 、 Character interview , Documentary, etc , Video in 10 More in about minutes , It can be seen that the consumption of watermelon video users has been upgraded . Therefore, the operation of watermelon video needs longer output time , Deeper video content .




It's also a short video platform , But tiktok 、 Well quickly 、 Video Number , And watermelon video have their own characteristics , Therefore, we should choose the appropriate operation platform according to the tonality of the platform and our own advantages . If it is multi platform operation at the same time , Also according to the characteristics of different platforms , Differentiate 、 Targeted fine operation .




This article is original , If you need to reprint it, please contact the author . Picture from the Internet , Deletion of infringement contact .

copyright notice
author[Station master number],Please bring the original link to reprint, thank you.
https://en.fheadline.com/2022/131/202205102309541827.html

Random recommended