The advance information of short videos is created, broadcast online and consumed. The 15 second video is not just for entertainment. On Chinese short-video apps Doyin and Kuishau, people can get their daily dose of news, learn to cook, practice English, hunt for jobs, and quickly expand the content library from the platform Can take practically any type of information from.
While people are being fed by machine-recommended videos, many users still desire and need active search. Doyin understood this and included a search event in mid-2018. Two years later, the facility reached 550 million monthly active users. There is still room for Duin’s search feature to grow, as the app last reported 600 million daily Users in September, so its monthly user base should be above this.
Kyle Zhang, young product manager, attributes the rise of Doyin, the Chinese version of TeakTok, to Doyin’s search user figures on his microblogging account for the first time this week. Discovery is an area that for a long time dominated Baidu in China. As of December, Baidu’s flagship app had 544 million monthly active users, so it’s safe to say that many people are searching on Doyen as Baidu.
Zhang’s comment is telling of Doyin’s ambition in conquering the online video arena, and how people finally get the information: “I’ve said this before: I hope Duin can become a video encyclopedia for human civilization.” . Therefore, video search is the index of the book, which is a gateway to finding answers and gaining new knowledge. “
He further noted that Duyin’s search engine is hiring for research and development, product and operational roles in the coming year (China has just celebrated the lunar year) as the video app is increasing investment in search capabilities.
Data analytics firm Ziguang said in a report in December last year that the short video platform is already the second most popular way for Chinese users to search online, which comes only after general search engines like Baidu And comes ahead of social networks and e-commerce. Baidu’s search command is increasingly limited by walls built by Chinese tech titans that prevent each other from free access to their sites and data. The status quo hurts the user experience, but bodes well for vertical search engines on apps such as Doyin and Alibaba’s Taobao Marketplace, and the resulting revenue from ad sponsorship.
ByteDance cut its teeth on using machine learning algorithms to recommend content through services such as Diet, TicketTalk and news aggregator Tutio. The model proved to be highly efficient and attractive, prompting its predecessors to introduce similar algorithm-driven content feeds from Baidu to Tencent. Bytdance’s step into discovery, an area with a long history, is an intriguing but natural move. The firm is completing the puzzle for its digital media empire, giving people another option to search for information. Users can get machine recommendations and subscribe to content creators if they wish. They can put in search keywords if they have one, good old fashioned way.