Tiktok study
I saw this interesting article about Tiktok. Although I am not 100% agree with his opinion, it do provide very good perspective to look at this app. I haven't use Tiktok before, so most of the information comes from that article. Despite the Chinese censor behind the product, it do have a pretty good strategy.
- Sign up process - Unlike most other service, you don't need to sign up with email or create an account. It simple use device id. I actually like this though. I always don't understand why I need an account for my fitbit watch.
- UI - Full screen video for inital page, auto-replay. They provide very good mobile UI. Unlike other social like Facebook, is desktop based and text based, Their UI or product is design for mobile. Which make it more comfortable to watch. Not to mention their auto-replay feature. I hope IG will have this feature so I don't need to scroll up just for watch a beautiful judo through. UI is actually an underestimated area for most of the company. For example, Chase vs CITI, TD vs Robinhood. A good UI can easily draw more attention to first time user and provide the opportunity to retain them.
- Content editor integration, insert watermark, lip-sync tool - This is probably provide batter environment for early stage creator. This also remind me poor sticker store in Facebook and Google don't even have it.
- short form video, what happen to vine?
- way to capture data for ad. Short form can create more user data by have more view data per period of user. Youtube vs Tiktok
- anti social social media, they don't need friends, no parent. Think about US government is going to review your social media. And now only China can read your data?
- made creators first-class citizens, content suggestion, 1:1 demo, creator community, provide phone stand. Some thing need a deep pocket mother company
- localization https://factordaily.com/the-chinese-takeover-of-indian-app-ecosystem/ (need look)
- flooded the world with marketing, deep pocket
- Long form video in mid 2019 to prevent leakage
- music stream drove by memes.
- E-commerce, Facebook has poor integration on this
- Donation, Youtube has it
- Mother company: Bytedance: video streaming, finance, education, messaging, news feed, enterprise software
Conclusion
Attracting new viewer
The very good first impression comes from register free process unlike other social media. A comfortable mobile specific UI comes after that. Tiktok offer full screen video gallery, auto-replay while Instgram is a text based and user have to swipe up to see the video again in explore tab.
Atrracting new creator
Good support of built-in content creator and able to connect to other platform make it a base platform for early stage creator's good choice. Not to mention it also provide hardware.
Deep pocket mother company
Spend tons of money om marketing and contract with creator. Those money also make Tiktok go through the time that don't have enough user and ad revenue.
Prevent creator leakage
Continue support creator with content editor and broader platform from its mother platform.
很棒的文章，不過我覺得他拿Tiktok和其他不同時期的社交軟體比較沒有什麼意義，畢竟時間市場都大不相同。另外在撇開中國內容審核的問題(我認為也是他的一個劣勢)。
他在吸引使用者及早期創作者的方法非常好，免註冊，簡潔的手機使用者介面在架上內建的影片修改功能，這些都是目前電腦版起家的平台很難有的東西。
再加上雄厚的資金做行銷及撐過前期的各種法律和資金問題，兩者相加讓她非常成功。
我比較好奇的是使用者是否會長期留在這個平台，比如以前的vine，一開始很有趣但漸漸的我就對他失去興趣，當使用者年齡增長，我覺得會開始尋找更深層的影片或資訊，這是短片所擁有的劣勢。即使他的母公司有西瓜影音之類的平台，他在最後終究會和Youtube相撞。不過看起來他也在找出路，比如拍賣直播?臉書現在還在很原始的訊息喊價。
另外對於創作者來說，當他想再進一步時，這些內建的編輯功能可能也不夠用，而Youtube也同樣提供1:1的Youtuber諮詢服務。
覺得他現在應該是在一個轉型的階段，等待他後續發展。