QQ ＂Small World＂ has added a first-class entrance. How to play the video number of the young version？
Source: 36Kr.
How to not be abandoned by young people is the eternal anxiety of QQ.
Wen | Gao ge
Cover Source | Weibo
For more than twenty years, QQ, as the first generation of IM products in China, has never stopped exploring in the field of social communities. This time, it is a short video. However, there is a WeChat video number after shaking fast. How to play QQ for young people?
36Kr recently observed that QQ’s brand-new content community product "Small World" has added a first-level entrance, which is located at the top of the chat page, replacing the original shooting entrance (see the figure below). "Small World" was tested in April this year, and the other two portals were located on the personal homepage and the friends’ dynamic page.
QQ Small World adds a first-class entrance.
QQ Small World is a community product with pictures and video content. On April 10th, the official number of Small World released the first video with an article saying, "Everyone has a beautiful small world in his heart. Share your beautiful life with small world records."
The name of the small world is WeZone, which corresponds to Qzone, the once star asynchronous community product of QQ. 36Kr observed that in the personal homepage, the entry level of the small world has been higher than that of the QQ space (see above). In April this year, WeZone wanted to "bring together the hottest and coolest insiders", which is very similar to the content tonality in early Tik Tok. Since the internal test in April, the small world entrance has replaced the original shooting entrance, and the personal homepage entrance level has surpassed the QQ space, and its strategic position is self-evident.
In the era of short video, platforms such as Tik Tok Aauto Quicker have cultivated a wave of stars, talents and amateur creators. For QQ, the most important thing is to open the traffic door, introduce these high-quality creators, expand the supply of content, and seize the young people it wants to catch most. Previously, when the information flow track was backward, Tencent once hatched QQ attractions in the body with the help of QQ traffic.
Compared with Daily Express, which is more media-oriented, QQ came from behind, which in turn led to watching videos. This proves that even with the declining user activity, QQ traffic is still effective because of its huge absolute value.
"To ensure that QQ will not be abandoned by young people at any time", Ma Huateng’s goal for QQ in 2013 has not changed today.
"Long press the small rocket?"
Although the "small world" is not yet full, we can already see its product framework, rich details and distribution mechanism.
"Small world" is a single-column information flow, and there are two top functions Tab, one is "attention" and the other is "square". A detail change here is that in April this year, the "square" was not a square, but a "crowd push". As the name implies, it is a picture or video recommended by everyone. Below the video or picture, it shows how many people have recommended this dynamic. On the right side of Guanhe Square is the search entrance. After clicking it, there are 10 recommended search keywords such as "Mid-Autumn Festival Limited Hanfu Competition".
In the small world "square", the most common interaction is to ask for a "small rocket". "Can I turn to your little rocket with beauty?" "Long press the small rocket, the surprise is inside", and many creators ask for a small rocket in their essays or comments. The "Little Rocket" function is located in the lower right corner of the dynamic, juxtaposed with likes and comments. Long press the small rocket will trigger a small rocket special effect, indicating that you have "pushed" this video, and you can push it up to 10 times.
Small rockets need "fuel". When the fuel is used up, they need to get new fuel by doing tasks. Invite a new user, post a new trend, browse the post for 10 minutes, etc. You can get 3-5 fuels, or you can buy them directly.
Long press the small rocket will trigger special effects.
But you need to complete the task to get "fuel"
In addition to small rockets, like emoticons also have payment points, and the last two 666 and peach emoticons need 20 and 60 "coins" respectively. This is very similar to the reward mechanism of the live broadcast platform. When the creator gets +1008 fuel, there will be a floating screen recommendation on the home page.
Click on the creator’s personal homepage, which will show the number of fans and followers. Enter the dynamic from the personal homepage, and the comments will be presented in the form of barrage. After randomly clicking on a dynamic to enter, you can "slide up and down" to browse all the video dynamics of the creator. The immersive browsing experience of sliding up and down is a user browsing habit that has been verified by Tik Tok and the newly revised Aauto Quicker.
However, the short video consumption mode of "sliding up and down" is not selected on the information flow page of attention and square. The blue logo of "attention" Tab is very conspicuous, and the first function in the list of functions juxtaposed with attention is "private message". There is a new payment point for the private message function. "Non-related friends need to consume 3 fuels for each private message."
In the main information flow, it abandons the upward slide and downward slide that is most likely to attract users to stay, and highlights social functions such as attention, private messages, comments and comment barrage. It can be seen that the QQ small world pays more attention to the establishment of social relationships and precipitates the relationship chain between acquaintances and strangers in the small world.
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A latecomer in the era of short video
The vibrato short video was launched in September 2016. In November 2012, Aauto Quicker changed from a tool to a short video community. Version 8.0 was released in September this year, and the WeChat video number was tested in January 2020. With the help of WeChat ecology, DAU exceeded 200 million in a short time.
As a latecomer in the era of short video, QQ Small World has done a lot of product functions, but it is easy to see the shadow of short video or mature products in the market in terms of core product form, content acquisition method, recommendation distribution mechanism and circle setting.
From the user’s perspective, from the two dimensions of content publishing to content consumption, content publishing has a bright function of "smart filter". The smart filter function is very similar to a semi-acquaintance social App "Friends" tested by Tencent in December 2019. It seems that the smart filter function of "Friends" is directly translated.
However, the "friend" tested in December last year is closer to Instagram in terms of interface look and feel, and follows the classic square clipping box of Instagram. The QQ small world is closer to the WeChat video number. However, it is obvious that the WeChat video number is more detailed in the core product framework. In the attention, friends, popular videos and nearby videos, it not only highlights the recommendation of "friends", but also is the recommendation of WeChat friends in a strict sense, rather than the general square-like "hundreds of people have pushed it"; It also refines the popular channels, and the platform level can do refined operations according to data such as video playback likes.
As an interest community product, QQ small world still needs to operate its "circle". We are no strangers to the "circle" products. Among the 12 categories set by QQ, there are beer and skittles, tide play, life record school, secondary element, campus, games, emotional tree holes, expanding the list of partners, funny sand sculpture, ACG, Xiao Quexing and Earth-eating society. Except that expanding the list of partners is a typical QQ function, other categories are similar to those of instant and Ali lie equal circle products.
Although it is not as good as WeChat’s 1.2 billion monthly activities, QQ is also a product with more than 600 million active accounts a month. Tencent Q2 financial report shows that the number of QQ monthly active accounts is 647.6 million, down 8.4% year-on-year. Being an interest circle on the basis of over 600 million monthly activities, QQ small world is not a low starting point in content supply and social interaction.
Catch young people, not just ACG
Since the earliest WeZone emphasized "gathering the coolest and hottest insiders", we can see the content intention of QQ small world in building the initial community atmosphere.
Undoubtedly, the short video of Chaoku is the closest to the early Tik Tok. It is not difficult to find that there are two kinds of contents that are particularly prominent after browsing a few screens of Little World Square. One kind is a good-looking little brother and sister; One is ACG content.
Tencent’s second-quarter financial report mentioned that in order to further attract the growing fan base of secondary culture (ACGN, animation, comics, games and novels), Tencent launched a customized comic expression pack that can be used in QQ chat, and enriched the content of secondary related applets.
In the QQ small world, there are a lot of COSER, the glory of the king game anchor and other content, and the activity is relatively high. At the same time, topic labels such as "Breaking the Dimensional Wall", "Comic Shuttle" and "Super Fire Comic Face" are set. In order not to be abandoned by young people in 2020, QQ wants to work hard on the secondary culture.
But it’s not just ACG.
The first task of short video community is to obtain large-scale content supply. ACG content can attract a wave of core fans, but it is not enough to support the whole "small world". It is also a common path for short video community products to catch a wave of core people first and then generalize the content.
The bigger challenge is content distribution. In addition to multi-person recommendation, the traffic distribution mechanism of QQ small world is not clear for the time being. It doesn’t have Tik Tok’s powerful algorithm recommendation, and it doesn’t have the "friend recommendation" with the characteristics of WeChat. Judging from the higher attention gained by the attractive younger brothers and sisters and the head game anchor, it doesn’t seem to emphasize the equality and inclusiveness of Aauto Quicker in the past.
From the perspective of the platform, only by meeting the two conditions of strong content supply and distribution can the small world become a product used by millions or even billions of users.
More possibilities will also be launched at the stage of higher product maturity. For example, in June this year, QQ launched the "live shopping" function. Aauto Quicker, Tik Tok, has launched a fierce struggle on the battlefield of live e-commerce, and the video number has also begun to be tested internally and the small WeChat store has been opened. However, the small world is still a product in a certain gray range, and the priority goal is still to expand the content supply. Only when the products are really made will there be more commercial potential to be tapped.
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