At the p>222 Tik Tok Creators' Conference, Tik Tok announced the latest development of Tik Tok's graphics and texts for the first time: since it was launched in November last year, the number of graphic and text creators in Tik Tok has increased tenfold, and the daily reading volume of users has exceeded 1 billion. Over 7% of active users read more than a dozen graphic and text contents every day. At the same time, Tik Tok announced to foreign officials that pictures and texts will be placed in the Tab column of the home page, and will be the key business in the future. Zhi Ying, vice president of Tik Tok, also said that in the coming year, Tik Tok will focus on building new content and serving new partners. From content to form, Tik Tok will usher in a new wave of upgrading. Tik Tok, which started as a short video platform, took the lead in aiming at the "graphic" track. What's the intention?

Author | Zhang Lin (author of cultural industry review and researcher of Sanchuan Huiwen Tourism Institute)

Editor | Time

Editor | Peninsula

Source | Cultural industry review

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In fact, Tik Tok has publicly stated on more than one occasion that he wants to build a system of graphic and grass planting. This time, Tik Tok officially announced the "Graphic Partner Program", which will provide traffic support for graphic creators in the station, broaden the channels for realizing cash, and open up the "authority of graphic merchants". Different from the retrenchment and dieting of major manufacturers, Bytes is constantly overweight Tik Tok. "Graphic", which has been online for nearly a year now, has achieved a daily page view of over 1 billion. Tik Tok's graphic identity has finally been settled as a first-class entrance, enjoying the display position with the recommendation page and the mall page. This is undoubtedly a heavy strategic move. What does "graphic" bring to Tik Tok? Is the intention of "planting grass" to intercept Hu Xiaohong's book realized? Is it effective to reconstruct the e-commerce ecology in Tik Tok? How many possibilities does Tik Tok have?

traffic ripens "Tik Tok pictures"

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Tik Tok pictures refer to a short video style formed by Tik Tok in the entrance of publishing content, and users can select multiple pictures to form an atlas, and then match it with long copy and background music.

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The pictures and texts of Tik Tok viewed by users are a kind of video content that automatically flips the atlas with the background music playing. Users can click on the pictures to view the original pictures in the atlas, click on the words to change to the interface where pictures and texts are displayed at the same time, and also slide the pictures left and right, adjust the playing speed and turn on or off the BGM soundtrack. The difference between graphic content and other short video content is that the graphic content platform will mark the graphic logo behind the user name position of the video page and the upper right corner of the video cover in the user's homepage to distinguish pure video content.

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This kind of graphic content has its own advantages: first, it is simple to operate and the time cost of production is low; Second, it is clear and direct, with high cognitive efficiency; Third, compared with video content, the review process of distinguishing content labels from homogenized content is faster. These advantages have also inspired the platform creators to actively participate in Tik Tok's graphic activities. At present, the video playback of the same topic in the graphic activity "Tik Tok Graphic Comes" in Tik Tok Station has exceeded 12 billion, while the video playback of the same topic in the "Graphic Partner Program" launched in August this year has also exceeded 3 billion, and the "Graphic Hotspots Come" activity was launched at the end of September. At present, the video playback of the same name has also exceeded 1 billion.

Cicada's mother's data shows that at present, a number of explosive graphic contents have been produced in Tik Tok, which have exceeded 5, and 1 million+,and the number of participants has exceeded 6 million+. According to the Report on Short Video Live Broadcasting and E-commerce Ecology in the First Half of 222, in the first half of this year, the collection rate of graphic content in Tik Tok was 1.47 times that of video, and the interaction rate was 1.32 times that of video. Tik Tok pictures and texts have higher interactive rate, collection rate and related video playback volume, which show that pictures and texts are promising.

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As a result, many graphic creators in Tik Tok have enjoyed the "number bonus", such as the food account "Fat Dun needs to refuel", which has increased its powder by 78, in August this year and won 1.258 million praises in two months; Wearing the account "Weiwei is not too sweet" was launched in November last year, and it has won 43, fans and 4.917 million likes in less than one year; There is also a pet blogger "Meow, Meow, Meow, Meow, Meow, Meow, Meow, Meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, meow, Stars such as Jelly Lin, Zhao Lusi, Cyndi Wang, Esther Yu and Rachel Momo have been widely spread in Tik Tok through BGM+ intensive pictures, and their participation has also drained the project.

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At present, the daily viewing volume of graphic genres on the vibrato platform has exceeded 1 billion, and the graphic creators on the platform have increased by more than 1 times a year. According to Zhi Ying, most of the pictures and texts are experience introduction, raiders guide, knowledge sharing, etc., so the demand is very great. Many people are better at outputting pictures and words than shooting videos. In some scenes, such as recording food tutorials, traveling and camping, the expression efficiency of pictures and texts is higher, so the market still has a high demand for this form of content.

Therefore, it can be seen that the "pictures and texts" ripened by traffic gradually have the functions of planting grass and Amway, and Tik Tok seems to have the capital to recreate a "little red book".

The sword refers to "Little Red Book". Did Tik Tok pull the grass successfully?

before, Tik Tok has tried to plant grass from inside and outside the station many times. In 218, it launched the new grass APP, which was positioned as "a grass planting community where young people are visiting", but the effect was not satisfactory. Later, ByteDance also launched the App "Praise", which focused on planting grass, but it still failed to make waves. Subsequently, Sharee, a community interested in planting grass, was launched in Japan and renamed Lemon8 to enter the Southeast Asian market. Tik Tok was eager to get on the road of planting grass.

"planting grass" refers to the act of recommending good goods to others to entice them to buy, or the process of experiencing or owning something according to external information.

According to the data in the Research Report on the Grass Planting Ability of Three Platforms, 74% of users have purchased the products that have been planted with grass, and more than 8% will complete the order within one week after being planted with grass, which shows the commercial value of the content of planting grass. After the Internet entered the stock era, in order to find new growth points of traffic and realize new exports, major platforms aimed at "planting grass" business. For example, Taobao went online for a stroll, JD.COM adjusted the "stroll" channel, Meituan upgraded the "treasure box" to "stroll", Tencent tested "Penguin Buy", and Sina launched the trendy community Hobby. Tik Tok also announced at this year's creators' conference that "more than 4% of the future platform traffic will support the content of life strategy", and the goal is to quickly cultivate the ecology of "planting grass" in the station.

In the final analysis, graphics and texts are more suitable for planting grass than short videos, because the information density is higher, which can catch users' eyes at once, and because the operation threshold of graphics and texts is low, which can easily motivate more users to participate in creation and help Tik Tok to quickly accumulate content, Tik Tok pays more attention to graphics and texts in the "planting grass" business.

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△ Zuo Tik Tok and You Xiaohongshu

When they mention "planting grass", they have to mention Xiaohongshu. As a community-based platform, it has formed a good community communication atmosphere through users sharing lifestyles and Amway good things, and the sharing of real experiences has also formed a high trust among users. The "planting grass" in this atmosphere is very efficient, and it has also achieved a drainage effect for various products.

Based on this, if Tik Tok wants to lay the function of "planting grass", Xiaohongshu is a good benchmarking case. Therefore, after the "graphic" function is set up in Tik Tok, it also supports the settings such as left sliding multi-graph, double waterfall flow and long copy, and the interface display and settings are very similar to those of Xiaohongshu. It is precisely because Tik Tok's graphics and texts have the ability to grow grass, and they are almost the same as Xiaohongshu in product design, which not only makes people guess that Tik Tok's move is intended to cut Hu Xiaohong's book.

What does Tik Tok really want by recreating "Little Red Book" and wantonly "planting grass"?

In fact, for Tik Tok, the business of "planting grass" is the demand for Tik Tok e-commerce to expand upstream. Planting grass by graphics and text is a map to fill the upstream traffic entrance, and planting grass by graphics and text is a new fulcrum for Tik Tok e-commerce to put forward the development strategy of "global interest e-commerce drives new consumption". To put it simply, the e-commerce platform will gradually change the once-searching "people looking for goods" mode into the recommended "goods looking for people" mode by taking advantage of the algorithm, which is also an important reason why e-commerce platforms such as JD.COM and Taobao have made efforts to "plant grass".

Under this background of transformation, planting pictures and texts in Tik Tok is closer to the role of "shopping guide". By planting grass, learning, evaluation and other high-quality content, the platform can not only gather a group of users with strong consumption will, but also quickly transform and activate their consumption ability.

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In Tik Tok 921 Good Things Festival, the record of "global interest e-commerce drives new consumption" is remarkable, which really verifies the feasibility of e-commerce mode transformation. In the Tik Tok 921 Good Things Festival, there were 3,95 live broadcast rooms where the turnover of e-commerce in Tik Tok exceeded one million, 72.1 billion short videos were played with shopping carts, and the brand joint promotion covered 5+ cities, which brought 13.4 billion off-site exposure. It can be seen that the strategy of planting grass by pictures and texts has been effective.

Cohesing different contents and exploring multiple values

From supporting pictures and texts to cultivating grass planting content to helping e-commerce business, Tik Tok has set up a closed-loop transaction in the station: users can complete the complete shopping behavior of sharing good things, planting good things, bringing good things and placing orders directly in the mall in Tik Tok. Based on Tik Tok's open platform, Tik Tok is opening up its tools, products and capabilities in an all-round way to serve more users, while Tik Tok is going further and further in condensing different contents and exploring the multiple values of the platform.

in terms of content genre, Tik Tok is expanding various types of user services, from graphic and text, halftime video to novels, small programs, small games and short plays. For example, the introduction of small games "Yinyue Ball" and "Sheep Got a Sheep" and so on; Apply for registering multiple trademarks of "Egg Flower" and "Egg Flower Novel" and start testing the "Novel" function channel in the home page of the tablet; Create a homemade short play "Dream on! Jingjing, Fantasy World of Floating Life, etc., support PUGC (that is, professional users produce content. Short plays, which are mainly led by creators, but not by platforms. Bloggers such as Jiang Shiqi and Wu Xiafan have published short plays such as Unfamiliar Lovers and Born in 199.

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As Zhi Ying, vice president of Tik Tok, said in his speech, "Tik Tok is not a short video, a live broadcast, or a graphic. No content genre can sum up Tik Tok. The essence of Tik Tok is human, and the visual expression is a kind of service, so is the ability to sell goods in Tik Tok. What we have to do is to serve different people and serve the needs of different creators and users. " Now, Tik Tok has assembled a variety of services, such as graphics and text, short video, e-commerce, live broadcast, small games, small programs, short plays and city services, and Tik Tok is becoming a comprehensive platform.

Conclusion

Tik Tok has been making small moves recently. It is broadening the content genre and exploring the feasibility of more user services on the platform. Now, not only pictures and texts, medium and long videos, but also chasing dramas, shopping, studying and playing games in Tik Tok are gradually becoming normal.

catching up with Aauto Quicker and Youaiteng with short drama business, benchmarking Little Red Books with pictures, texts and grass, looking forward to Zhihu and bilibili with knowledge and learning content, holding WeChat side by side with small programs and games, and keeping pace with various e-commerce platforms with mall business. Tik Tok has tried various internet businesses, and Tik Tok, which aims at "building new content and serving new partners", is no longer just a short video platform, but a super APP with various platform services.