The circle of friends was closed yesterday “ Tiktok users exceed 1.5 Billion , Monthly active user super 3 Billion ” There should be more than a few people who swipe the news screen , As 2016 Short video applications launched in , It can be achieved in two years , Should belong to “ phenomenal ” The existence of .
1.5 Billion daily users , What is the concept ？ Simply speaking , Every time 10 There are many Chinese people 1 People use tiktok every day. , That's a scary number , Has caught up with the mobile phone Baidu daily living data . Need to know , The best in China at present “ Super application ” Wechat rihuo users 9 Billion （2017 year 11 Monthly data ）, Monthly active users exceed 10 Billion （2018 year 5 Monthly data ）, therefore , Just look at this set of data to know why Tencent was nervous some time ago , Why WeChat prohibit the tiktok? , The trembling tiktok is quite rough. .
It is worth noting that , Compared with the results achieved , Yesterday's first tiktok conference announced grandpa's voice trembling or slightly low profile. . In my impression , Can achieve more than 1 Yirihuo users in the Internet industry that is quite worth the uproar 、 The firecrackers burst out in unison , Tiktok breaks down low-key and announces user data at this time node. , There is also speculation in the market , Either the tiktok continues the front pole WeChat and Tencent. , Or build momentum for subsequent financing , Whatever the motive , There must be some tiktok behind my own consideration. , No discussion here , My concern is that there is still some doubt about the tiktok behind this achievement. , For example, tiktok is not worth. , There are also doubts that tiktok users can't keep growing. , These queries represent part of the views of some ordinary users and industry elites , It also concerns whether the tiktok can go further. , I thought , Through these questions , Looking for the answer behind , Perhaps tiktok can better understand and understand the jitter. .
Is tiktok valuable? ？
Internet opinion leaders keso Think , Tiktok is not worth it. , Only foam , This view also represents the impression of some elite members on the tiktok. ：LOW. In my submission ,keso Tiktok is unfair in judging this value. . The meaning of value is not really the case of someone has the final say. , What do you think is valuable , I don't think it's worth it , This is actually a more subjective thing . Is tiktok valuable? , It should be the majority of users has the final say. .
I also tiktok from time to time. （ Non heavy users ）, In terms of my user experience , Tiktok is undoubtedly valuable to users. , It is reflected in several aspects ： It provides a platform for users to express and record themselves ; Lower the threshold of public video production and dissemination ; It brings some fresh experience to the boring life of the general public …… As far as I'm concerned , Though tiktok is not legendary “ poisoning ” user , But the tiktok video on the shaking. 、 Video content such as food making tutorial makes me feel very practical , Home creative video 、 Travel sharing video really made me feel it “ happy ”, And some of them are very creative 、 The video of brain hole opening really makes the so-called “ Experts in the folk ” Become a reality . So many experiences , In fact, it is the so-called user value .
Many people still know tiktok's singing and dancing. , actually , According to my experience , Tiktok is more diversified. 、 Mainstreaming . Official data show , last year 8 Months ago , The most popular content on the shaking platform is tiktok and manipulation. , Content accounts for more than 50%. Now tiktok's popular content is more diversified. , cover 19 Two categories: , Among them, music 、 dance 、 food 、 animal 、 motion 、 Parents and children 、 The proportion of travel and other categories of content is in 5% about . And it's similar to triggering the circle of friends to swipe the screen 《 The first cultural relic drama essence conference 》 Creative video tiktok is the representative of the diversification and mainstreaming of the voice. .
about keso For this kind of users , He may not be tiktok's target audience. , But that does not mean that the tiktok is not worth it. , Because Chinese Internet users have circles , Just like Kwai Fu has been criticized. “ too LOW", But it can't stop the users of the third, fourth and fifth tier cities from recording on the platform 、 show 、 Express their passion for real life . Take again keso For Tencent ,QQ It was also used that year MSN Most of the urban white-collar workers think that “ too LOW", But its function is comprehensive 、 The convenience of interaction still makes it popular , In the end, it was MSN disappear from the scene . So is wechat , Wechat is widely used by adults , but 00 The latter group does not think so , They still like to use it QQ, Can't because 00 Think that wechat has no value when the frequency of use is low , It's just different perceptions of the same product by different target users .
therefore ,“ Tiktok is not worth it. ” This evaluation is too subjective , Too arbitrary ,kesoy I have been making no secret of his praise for Tencent , And the value of Tencent , But you need to know. , Tencent was also scolded at that time “ Tencent on dog day ” Become the public enemy of the industry . therefore , With this kind of subjective emotion and position, the value judgment itself is difficult to stand on . Daily living over 1.5 Is tiktok worth ？ Of course, it's valuable , This tiktok has the most say. .
Can users continue to grow ？
Can users continue to grow at a high speed ？ Tiktok is another major worry for the market. . After all , So many users , There will be new products coming out , Sudden explosive growth can be the result of multiple interactions , But before the freshness fades 、 After the emergence of user aesthetic fatigue caused by content homogenization and other phenomena , Can tiktok users continue to grow? ？
For this question , The tiktok team appeared confident at yesterday's conference. , Tiktok users are still growing. , There is room for further growth in the future . My view is that , Under the strategy of further sinking of users , Under the background of focusing on developing and expanding overseas markets , There is still room for imagination to tiktok users. .
With “ Record a good life ” The slogan is put forward as a symbol , Tiktok starts the user sinking strategy. , Tiktok is widely believed to be a signal to catch up with the Kwai in user scale. . actually , In the early stage of tiktok promotion , Operation team goes deep into music 、 The fine arts 、 Development of seed users in dance and other art colleges , The students in these art colleges have all kinds of talents , At the same time, there is a certain amount of leisure time , At the same time, there is an urgent need for attention , So they became the earliest faithful users of the tiktok. , And made the tiktok sound. “ Cool trend ” High quality video content represented by , Tiktok users city white-collar users are also mostly. . And during the Spring Festival this year , Tiktok users never arrive. 4000 Ten thousand to ten thousand 7000 ten thousand , This is also the effect of users sinking . During the Spring Festival , A city in the second tier of the city was tiktok. , The flow of these users and spontaneous promotion , Let more three or four City tiktok know and love the quiver. . Tiktok based on post market investigation , More than 1/4 of users tiktok through their friends and family. , Social communication between friends and relatives is the most important source of users' understanding of the tiktok. .
Tiktok's rapidly growing international strategy will also be an important way for user growth next phase. . TikTok Overseas Edition Tik Tok and musical.ly Successively in Japan 、 Thailand 、 Vietnam 、 Indonesia 、 India 、 Germany and other countries became the most popular short videos App. According to the third party market data organization App Annie Public records of ,Tik Tok and musical.ly Successively in the world 40 Several national app stores top . Applied market research company Sensor Tower data display , The first quarter of this year , TikTok Overseas Edition Tik Tok Of App Store Global Downloads 4580 Ten thousand times , transcend Facebook、Instagram、Youtube And become the world's most downloaded iOS application .
Globalization is the bypassing of the tiktok parent company. 2018 Key words of the year . This year, 3 month , Founder and CEO Zhang Yiming revealed in Tsinghua University , Hopefully within three years , The proportion of global users reached 50%. Follow this goal , Tiktok will be the main source of the next phase of user growth plan. .
There are many factors contributing to the popularity of an Internet application product , From the current situation , Trembling cannot do without the headline traffic pool today tiktok. , It's also related to the strong operational ability of the team , But the most important thing is the deep insight and keen grasp of users' short video demand . From the perspective of short video application function design and development ability , Jitter creates tiktok experience upgrade. 、 Music creation “ A sense of beauty ”、 More exquisite special effect filter and lower threshold shooting technique , These four points of user experience surpass the similar products . From the perspective of marketing , The tiktok team is undoubtedly the strongest in China. . In order to get daily life users 1.5 After such brilliant achievements , Trembling will also be faced with tiktok from users. 、 External competitive environment and capital market pressure , These are the challenges that the tiktok team will undergo in the future. .