App Battle: Video warfare resumes!

App Battle: Video warfare resumes!

Not too long ago, many apps have been making strikes on video, Weibo has quietly launched the pop-up operate, which is within the inside testing stage; B web site has launched “interactive video”, which permits customers to make selections by the participant and set off a number of episodes; brief video media “one” has launched its personal The e-commerce enterprise is changing into more and more conscious of the large potential of the video-related trade, so they’re specializing in the “video +” enterprise mannequin, and varied Web gamers have entered the sport to discover new methods to play based mostly on video.

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Microblogs check the pop-up function, utilizing video to seize customers

Deep within the social subject, though Weibo has a excessive popularity and has amassed a big person base, we’ve to confess that the competitors within the social subject may be very fierce. The social platform Xiaohongshu, Stranger and different apps have emerged later this 12 months, and the sport between them and Weibo has turn into an increasing number of intense.

The expansion price of Weibo is considerably decrease than that of Xiaohongshu, judging from the variety of downloads within the App Retailer up to now 12 months. Xiaohongshu’s one-year cumulative downloads (iOS) reached 6839w+, which is greater than twice of Weibo’s. When it comes to rating, Xiaohongshu has at all times been above Weibo.

With the fast rise of social platforms, no platform, even Weibo, dares to calm down for a second, at all times conserving a way of disaster and attempting to create a greater setting for customers by always including new options to the product.

One Expertise to launch second shot

When it comes to brief movies alone, Weibo has cooperated with One Expertise to launch second shot, launched “Cool Video”, and added vlogs and stay streaming options. Not too long ago, it additionally quietly launched the pop-up operate, which continues to be within the grey check stage. It’s understood that the operate presently covers the video space of “chosen”, “meals”, “trend and sweetness” and different channels, customers can ship pop-ups within the video space. After switching the video to full-screen panorama mode, customers can manually select to show off the pop-up show.

From this sequence of modifications, we will see that Weibo is at all times creating new options for its merchandise and conserving them revolutionary. This has largely improved the product and person stickiness.

Conserving product innovation as a strategy to maintain the product for a very long time can be some extent that’s extra necessary for product merchandise. Pictures and video merchandise might turn into fashionable once more due to a brand new filter, or due to a “grass” idea, the achievement of the Little Pink E book; any type of new type of experimentation, might give the product a brand new life.

The addition of microblogging pop-ups has undoubtedly injected a powerful agent for the social attributes of microblogging, and it additionally poses a problem to video platforms equivalent to Beili Beili, the place the battle for customers isn’t solely restricted to product attributes, but additionally expanded to product capabilities.

Interactive video, breaking the boundary between video and recreation

In Might this 12 months, a product known as “Invisible Guardian” grew to become a giant hit, an interactive recreation by which customers can management the route of the plot in accordance with their very own alternative. By now, the brand new idea of “interactive video” is changing into an increasing number of accepted by the general public.

Prime rating of “The Invisible Guardian” App since its launch

Among the many video platforms, Akiyip and Tencent Video are concerned on this. In Might this 12 months, Akiyay launched the interactive video normal, and in showcased the trailer for the take-home interactive movie and tv work “His Smile” based mostly on the interactive video normal. in June, Tencent video editor-in-chief Wang Juan made an announcement that Tencent video will construct an interactive video ecology with content material creators.

After Akiyip and Tencent, B web site additionally introduced not way back the launch of “interactive video” operate, which permits UP homeowners to create interactive movies with totally different choices, and customers could make selections by the participant to set off a number of plots and endings.

Interactive Video

As an increasing number of “interactive movies” seem, we discover that the boundary between video and recreation is getting blurred, and customers can expertise the joys of the sport whereas watching the video. This is without doubt one of the explanation why it’s so fashionable.

As well as, the person’s sturdy “curiosity” can be a giant purpose for the “interactive video” fireplace. Customers watching interactive movies could make selections by the participant to set off a number of plots and endings, and so they can resolve the route of the story in accordance with their very own selections, which drastically satisfies the curiosity of customers.

Voice courting app

Using “curiosity” is commonest in “voice courting” apps, such because the interactive voice radio station “Litchi”, the stranger social platform For instance, the interactive voice radio station “Lychee”, the stranger social platform “Zee”, and “Sound Encounter”, and many others. The type of not seeing their faces however solely listening to their voices is very fashionable amongst younger audiences. All of those apps have been ranked effectively within the App Retailer.

This exhibits that, along with performance, person psychology can be a superb channel to draw new customers. Utilizing psychological ways so as to add shade to the product can be a really efficient approach.


Elevate disaster consciousness and preserve product innovation. Any App, regardless of whether or not it has sufficient customers or not, ought to at all times preserve a way of disaster. Take note of person expertise and suggestions, and actively replace new capabilities for the product. In any other case, underneath the fierce competitors out there, it will likely be changed by the later.

Use person psychology to drag new merchandise. Totally different merchandise may also develop corresponding capabilities in accordance with their very own product viewers, mixed with person psychology equivalent to herd mentality and reciprocity precept, in order to draw extra customers to make use of the product.

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