"Dimensionality reduction" in social short video?

On the opening day of the United States of America, Wu Xinhong, the CEO of the United States, unveiled the first full range of user data for the US map: The total number of mobile users in the United States is 800 million, covering 510 million mobile devices, and monthly active users up to 180 million. Among them, the line only 9 months of short video application of the United States to shoot the number of users officially broken billion, and become another into the billion-level club products.

According to the official figures published by the United States, American shoot now active users more than 5 million, month active users more than 30 million, the average user stay for 15 minutes, the average daily user upload video 950,000, the daily video sharing of 1.59 million times, the daily video frequency of 160 million, the total number of video uploaded to the United States hit 200 million.

Chen, vice president of the United States, the scene to share the United States to shoot the product operation experience:

1) Complementary positioning, so that the audience into the protagonist. Chen that in the United States before the short video products, basically the main quality content, the user is in the role of the audience, the United States shot to "shoot high-quality mv effect" into, so that users participate in content creation, from the audience into the protagonist.

2) to stimulate the user's self propagation. In order to allow users to actively disseminate content, improve the user's sense of participation, the United States in the product made a lot of small design: ① Each video behind add a "director XXX" text, so that users get a sense of achievement; ② built-in a lot of sharing mechanism to guide users to actively share, such as after sharing can unlock 60 seconds long video, etc. ③ focus on Community operation , guide the user to participate in the topic activity, take the initiative to shoot.

3 to the utilitarian heart. This sounds rather hollow, for example, the United States has a lot of stars in the test time has been used to come in, the use of Star marketing is a common means of promotion, but the United States to shoot the rule is not in the social media to consume these stars, so that these stars in the United States filming community no burden to play happily, It also led to more and more stars gathering and attracting more users.

In addition to the sharing of product operations experience, on the opening day of the United States, the official first announced the next product plan-the United States to shoot the Web version & 3.0.

The United States to shoot the official online version of the United States, users do not need to download the client, you can directly browse the video on the PC side.

Compared to the web version, is in Beta 3.0 of the United States is definitely a blockbuster update, the new beauty of the expression, near the video, as well as the letters function, from the tool community-oriented products to social products a big step forward.

The United States has a "photo movie" function, the user upload a few pictures can be made into a simple MV, through the background of the data found that users of the need to send photos, so the United States 3.0 new "Beauty Shot emoticons" function. The United States before the film can only share the production of short video, but through the expressive text function, users can upload a single photo, and in the photos on the expression tag, and add interest, location, brand and other text content, and even add voice tags.

This is a bit like the nice one we introduced before, and it's all tagged on the picture. But different from Nice "text label + stickers", "the United States shot emoticons" can be added to the picture "expression + text + language", the United States and even designed a new set of Meng-mei-cheap expression.

And Instagram to the picture community started, followed by the short video function of the "ascending dimension" play different, the United States shot is in the short video community to join the image sharing function, in my opinion is a "dimensionality" of the play, after all, share the threshold of the picture is far below the video. It is undoubtedly one of the effective means to continue to pull the user, but how to balance the user experience and not let the video community's atmosphere be destroyed also faces the great challenge.

For this Wu Xinhong 36 Krypton said, short video and pictures in fact there is conflict, this is because the reading habits of the two are not the same, short video needs the user precipitation-style browsing, and the picture as a simple image, the user soon know what this picture is saying, we now develop a picture browsing habit is to turn down.

In view of this conflict, made a relatively compromise design, that is, the original video content needs to be clicked, but because many pictures, many video will be swept, so browsing to the video will automatically play. In addition, in the popular square, the expression has a special entrance, including the popularity of the proportion has made some restrictions.

As for the photo-sharing of the promotion of the United States, Wu Xinhong 36 Krypton said, the United States pictures are made from the picture, and certainly want to enhance the picture sharing, but this is really want to do, such as the photo, or a little distance. The user uses the short video recording life is one kind of expression way, then uses this kind of picture to add the expression, the pronunciation, the text may do many more interesting ego individuality expression, the starting point or the user demand. Emoticons in the United States is also just a try, now more inclined to look at the actual user data, and then to determine the future in the end what kind of strategy.

Using the "Picture + tag" approach as a personalized expression of the user, Nice has been successful in this area. Surprisingly, social short video applications such as the US are also experimenting with similar attempts, even introducing the ability to view geographical and letters functions and to enhance social properties.

In addition to verifying the "Picture + label" Social play feasible, but also to other short video products to provide some ideas? At present, the US 3.0 is still in the beta phase, is expected to be online in early February.