The number one player in short videos: Douyin Product Experience Report

1. Product background

1.1 Slogan

"Recording the Good Life", before 2018 as "Let Worship Begin Here".

1.2 Related description

Douyin allows everyone to see and connect to the larger world, encourages expression, communication and recording, inspires creativity, enriches people's spiritual world, and makes real life better.

Official website introduction Number List order: record, connect, see

2. Experience environment

3. Product Analysis

3.1 Strategic layer

3.1.1 Product positioning

Douyin is a platform that helps users express themselves and record a better life.

For whom: Individual users

What services are provided: recording and sharing of content (mainly short videos); social networking; e-commerce live streaming;

What needs are met: self-expression needs; entertainment needs; social needs; shopping needs;

3.1.1.1 Product Type

C-end products - short video:

The main function of Douyin is short video recording, sharing and interaction. At present, its record carriers are constantly diversified, with new pictures, texts, etc., and the sharing channels and interaction methods are also diversified, just like Douyin’s description of itself It is a platform that helps users express themselves and record a better life. At the same time, its social and e-commerce attributes have gradually become prominent. The enhancement of social attributes can make users more willing to stay on the platform, while e-commerce attributes are Douyin's new supporting business.

3.1.2 Analysis of user needs

3.1.2.1 User Features

1. User descriptive statistics

age and gender

According to iiMedia Research, both male and female users of Douyin account for about 50% , while the proportion of male users of Kuaishou is 16.6% higher than that of female users. In terms of age composition, the two platforms have obvious characteristics of youth .

area

According to iiMedia Research, in 2020, Douyin is the most used short video application in all regions of China. The region with the highest usage rate of Douyin is South China , and the region with the highest usage rate of Kuaishou is Northeast China.

In terms of geographical distribution, Douyin and Kuaishou both use first-tier cities as their main users, accounting for 17.6% and 18.4% respectively; in terms of geographical distribution of users, Douyin is more balanced; while Kuaishou users are more concentrated in the east and south. There is room for development in the northwest and southwest user markets.

income

At present, the head short video platform is dominated by low- and middle- income user groups , but Douyin's coverage of high-income users is increasing, and user consumption potential is relatively greater.

3.1.2.2 User Requirements

Pain points

Users need to kill the fragmented time, hope that the fragmented time is not wasted, and hope to obtain happiness and satisfaction.

Users want to understand what's going on in the world in an effortless way, don't want to miss important events, and don't want to sift through vast amounts of information.

cool

Douyin’s videos are short, and the content is fast and satisfying, and it will continuously recommend videos that users may find satisfying according to their behavior.

itchy

In Douyin, users can express themselves through video sharing, commenting, live interaction, and even satisfy an imaginary self through content recommended by Douyin.

3.1.2.3 Usage scenarios and user requirements