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从抖音看:“上瘾”产品的设计4阶段&短视频的6个挑战探索

发布时间:2018-04-02 10:18:30

河内快5   DUANSHIPINZHENDEHUOLE,CENGJIHESHI,ZUOWEIDUANSHIPINXINGYECHUANGYEZHE,BIZHEDUXINYIDINGHUICHENGWEI“FENGKOU”。

河内快5   RUJIN“DOUYIN”HUOBAORUSI,CENGJINGSHEXIANGZHONGCHENGZHEN,BUJINWEINEISHICHANPINZHUZHANGDEDAOJIANXINGERSHENGANGAOWEI。ZHUIYISHIGUANGHUIWEIQINGSE,BIZHESUANSHIDUANSHIPINCHUANGYEXIANXINGZHE, 2012 NIANDAO 2014 NIAN, 2 NIANXINWUPANGWU,JIAOCHUDE*ZHONGDAJUAN,MEIYOUYINGXIAOYUSUANQINGKUANGXIA, 100 WANYONGHU, 14 WANFUFEIHUOYUE,SUIBUNENGHE“DOUYIN”TONGRIERYU,DANDUIYUNEISHIDEBIZHEYEHAISUANBUWANGFANGHUA。

  TIANBUZHICHIDEZIWOYYZHIHOU,YANGUIZHENGCHUAN,LIANGGEWENTI,ZENMEZUOYIKUANRANGYONGHU“SHANGYIN”DECHANPIN?DUANSHIPINWEILAIDETIAOZHANHETANSUO?

  怎么做一款让用户“上瘾”的产品?

  “DOUYIN”SHITOUTIAOXIDEYIKUANCHANPIN,TOUTIAOXICHU“DOUYIN”WAIHAIYOULINGYIKUANDUANSHIPINYINGYONG“HUOSHANXIAOSHIPIN”,HE“JINRITOUTIAO”YIYANG,“DOUYIN”SHIYIKUANKill Time(XIAOMOSHIJIAN)DESHASHOUJICHANPIN。

  ZHEIGELINGYUDEBAZHUSHITENGXUNXICHANPINDESHEJIAOGONGJUHEYOUXI,*JUDAIBIAODEJIUSHIWEIXINHEWANGZHERONGYAO。TOUTIAOXINENGFOUCHENGWEITENGXUNXICHANPINDETIAOZHANZHEWOMENZANQIEZUOBISHANGGUAN,BENPIANZHUYAOTONGGUOTIQUKill TimeCHANPINDEGONGTONGTEXING,TANTAOZUOYIKUAN“SHANGYIN”CHANPINDE 4 GEJIEDUAN。

  1、需求阶段

河内快5   SUHUASHUO“BURUYISHICHANGBAJIU,NENGYUYANZHEWUERSAN”,YOUCIKEKAN,WOMENZHENGCHANGRENZAIDABUFENQINGKUANGXIAQINGXUDOUXIANGDUIFUMIAN,BIRUYANJUAN、GUDU、JUSANG、KUNHUO、YOUYIBUDINGDENG,ZHEIXIEQINGXUCHANGCHANGRANGWOMENGANDAOQINGWEIDETONGKUHUOFENNU,BUZIJUEDECAIQUXINGDONGLAIHUANJIE。

河内快5   Kill TimeCHANPINJIUSHIZHEIXIEQINGXUDEZHIJI,SUOWEI“QIANJINYIDE,ZHIJINANQIU”,ZHIJIDEZHONGYAOZHICHUSHIBUDANNENGRANGRENWANGJIBURUYISHI,HAINENGRANGRENKUAILE。

  YUKill TimeCHANPINDUIYINGDESHISave Time(JIESHENGSHIJIAN)CHANPIN,WOMENDOUSHIKill TimeCHANPINYONGHU,YESHISave TimeCHANPINYONGHU,ZHISHIDUILIANGZHONGCHANPINFENPEIDESHIJIANBUTONG;HENDUOCHANPINJIBAOHANKill TimeSHUXING,YEBAOHANSave TimeSHUXING,QUJUEYUWOMENSHIYONGZHEDEBUTONGYONGTU。ERNENGRANGREN“SHANGYIN”DECHANPINDADUODOUKill Time。

河内快5   Kill TimeCHANPIN:HEXINSHIMANZURENXING,CHANPINGONGNENGJIFACHULAIDERENXINGYUEBENNENG,CHANPINJIAZHIYUEDA,SHIYONGDONGJIYUEQIANG。JIULIANZAOQIWEIXINDOUTUIGUANGGUOYAOMEIZI、PIAOHANZIZHEIXIEGONGNENG;MOMODEYUEX、DOUYINDEGEZHONGXUAN、GADENGZHENDUIDEDOUSHIBENNENGXUQIU……ZHUYAOBIAOXIANWEIYOUXI、GOUWU、SHEJIAO、BAGUA、XINWENDENG。RUGUOYIJUHUADINGYIXIAOMOSHIJIANCHANPINJIUSHI:BENNENGQINGXUXIADEKUAILEMANZU。

  Save TimeCHANPIN:HEXINSHIMANZUXIAOLV,CHANPINGONGNENGRANGXIAOLVTISHENGYUEDUO,CHANPINJIAZHIYUEDA,SHIYONGDONGJIYUEQIANG。BIRUGONGYINGLIANDEGONGXUXIAOLV;QIYENEIBUDEXIEZUOXIAOLV;ZHISHIDEYINGYONGXIAOLV……ZHUYAOBIAOXIANWEIJIAOYU、SHANGYE、ZHENGZHI、YILIAODENG。RUGUOYIJUHUADINGYIJIESHENGSHIJIANCHANPINJIUSHI:RONGYUHUANJIEDEXIAOLVTISHENG。

  YISHANGLIANGZHECHANPINZHIJIANBINGMEIYOUYANGEYIYISHANGDEFEICIJIBIJIEXIAN,YOUDECHUNCUIXIAOMOSHIJIAN,YOUDECHUNCUITISHENGXIAOLV,YEYOUDEYEKEYILIANGZHEJIANBEI。

  BIRUDOUYIN,MUQIANSHICHUNCUIXIAOMOSHIJIAN;SaaSLEIDINGDING、ALIYUNSHICHUNCUITISHENGXIAOLV;WEIXINJIUSHILIANGZHEDEJIEHE,JIMANZURENXING,TONGSHIGONGZHONGHAOTISHENGXIAOLV。

  CHUNCUISHIFANGRENXINGBENNENGDECHANPINGENGRONGYIRANGREN“SHANGYIN”,BUTONGDENIANLING、XINGBIE、DIYU、GONGZUOXINGZHI、SHEHUIDIWEIDEYONGHUXUQIUHESHANGYINCHENGDUBUTONG,QIZHONGYOUYUNIANQINGYONGHUDESHIJIANCHONGYU,YEBUTAIXIHUANKONGZHIRENXING,HAINENGZHUDONGCHANGXIANHECHUANBO,SUOYIHENDUOKill TimeCHANPINDOUZHENDUINIANQINGYONG。

  2、使用阶段

  DANGRENXINGMANZUCHUFALESHIYONGDONGJI,CONGDONGJIZAIZHUANHUAWEIXINGDONG,CIJIANHAIXUJUBEISHIYONGNENGLI。JIANGDICHANPINSHIYONGMENJIAN,TIGAOYONGHUSHIYONGNENGLI,JIUXUYAOCHANPINZUODAOJIANDANBIANJIEYICAOZUO。

河内快5   BIRUJIANHUACAOZUOGUOCHENG、JIANGDICHANPINJIAGEDENG。WOMENLUOLIE 6 ZHONGYONGHUSHIYONGCHANPINSUOXUFUCHUDECHENGBEN,RUGUOJIANGDIZHEIXIECHENGBEN,JIUKEYITIGAOYONGHUDESHIYONGNENGLI。

  JINQIANCHENGBEN:CHANGJIANDEJIAGECELVESHIMIANFEIHEDIJIA,DUIYUMOUXIECHANPINLAISHUOQISHIBURAN,“SHANGYIN”DEFANGSHIHENDUO,YOUSHIHOUJIUSHIGAOJIA。BIRULVBAOBAO,GAODINGJIAXIYINLAILEGENGDUOZHUIZHU,RANGHENDUONVSHENG“SHANGYIN”,BUXIGOUMAIJIAHUO。

  XINGXIANGCHENGBEN:YANZHI、PINWEI。PACHOU、AIMEISHIWOMENXIANDAIRENDEBENNENGXUQIU。PINGGUOSHOUJIDESHEJI,“DOUYIN”DEMEIYANBUJIUSHIJIANGDIXINGXIANGCHENGBENZHANGXIANPINWEIMA。XINGXIANGCHENGBENHAITIXIANZAIMOUXIEPINLEI,BIRUDULEISIHELIANGXINGYONGPIN, 30 NIANQIANKENENGLIAOTIANDOUSHIJINJI,XIANZAITONGGUOWANGLUONIMINGGOUMAIJIANGDIXINGXIANGCHENGBEN,ERZHEIGEPINLEIDEXINGXIANGBENSHENYEYIJINGFAZHANDAOKEYIZAIGONGZHONGCHANGHEGAOTANKUOLUN。

  XINGDONGCHENGBEN:SHIYONGCHANPINXUYAOFUCHUDESHIJIANHETILI,LUZHI“DOUYIN”XUYAOCAIQUXINGDONGBA,YAOHAOFEIDUOZHANGDESHIJIANHETILINI,SHIFOUKEYIJIANHUAMOUXIEGUOCHENG,YIGESHIPINPIPEIDUOGETEXIAOSHIFOUXIAOLVGENGGAO。

河内快5   XUEXICHENGBEN:SHIYONGCHANPINXUYAOFUCHUDENAOLIHESHIJIAN,*ZHIJIEDEJIUSHIYINGJIANCHANPINNEIXIEHOUHOUDE《CHANPINSHIYONGSHUOMINGSHU》,YONGPINGGUOSHOUJIXIAOPENGYOUDOUKEYIQINGSONGSHANGSHOUBA,LIAOWEIXINLAORENDOUNENGKUAISUSHIYONGBA。

  JIANKANGCHENGBEN:PASISHIYIZHONGXINLIQUDONGBENNENG,JUSHUOBIFULUOYIDEZHUZHANGDEXINGQUDONGGENGKEXUE。SUOYIBUJIANKANGDECHANPIN,BIRUYANJIUDE“SHANGYIN”,BUDANXUYAOFUCHUJIANKANGCHENGBEN,HAIKAISHIFUCHUXINGXIANGCHENGBEN,HAOXIANGKeepYETINGSHANGYINDE。

河内快5   JUECECHENGBEN:YONGHUXIAJUEXINSHIYONGYIKUANCHANPINTONGCHANGSHOUDAODISANFANGPINGCE、SHENBIANRENKOUBEI、GOUMAIZHEPINGJIA、MINGXINGTUIJIANDENGFANGMIANYINGXIANG。SUOYI,WEILEJIANGDIYONGHUDEJUECECHENGBEN,NIZHIDAOWEISHENMEYAOZUOZIMEITILE。

河内快5   CHULEJIANGDIYISHANG 6 TIAOPUBIANXINGYONGHUCHENGBENZHIWAI,XIANLIANGSHANGPINDEXIQUEXING、BUTONGDESHIYONGCHANGJING、HUODONGDAZHEDOUKEYITIGAOYONGHUDESHIYONGDONGJI,BIRUXIAOMIJIUSHISHANGPINXIQUE,JUHUASUANSHIHUODONGDAZHE,HENDUOZIMEITIDEDINGWEICHANGJING,SHIWANSHANG 10 DIANZHONGYONGHUTANGZAICHUANGSHANG,XUANZEZAINEIGESHIJIANDUANTUISONGWENZHANGDEYUEDUSHUJU*HAO。

  3、依赖阶段

河内快5   “SHANGYIN”DETEZHENGSHIDANCISHIYONGSHIJIANJIU、SHIYONGPINCIGAO。ZUODAOZHEI 2 DIAN,ZHENGMINGYONGHUDUICHANPINNIANNIANBUWANG,DUIMOUXIEGONGNENGFEICHANGGUANZHUHEYILAI。RUHEDAIJIYONGHUGENGDUODEMANZUGAN,FANGFASHIDUIYONGHUJINXINGCHIXUBUDUANDEJILI,JILIFANGSHIZHUYAOBIAOXIANWEIYIXIA 3 ZHONG。

  社交激励:人类是一种群体性生物,我们的生活必须和他人进行互动。在互动过程中我们追求被接纳、认同、尊重、爱戴、喜欢,然后享受其中。比如微信,发个朋友圈之后,总是念念不忘有多少人给自己点赞了。

  探索激励:河内快5每一个人都有探索的欲望,这种心理可能来源于早期狩猎时代人类对猎物的追捕欲念。直指当下的剁手购物心理,“今日头条”“抖音”的信息流,向下滑动有永远刷不完的新内容,也是基于此心理。

  终结激励:我们的一种强迫感。比如一部没有看完的电影、一个未打穿的游戏、APP上面的消息数字,都激发我们终结强迫的情绪。

  对于激励设计,还有以下 2 种方式。

  已知的可变激励:河内快5如微信朋友圈的点赞,已知的激励方式,但追求激励人数的变化。《人人都是PM》文章底部的赞赏,已知的激励方式,但追求更多数额的变化,大家读到此处如果感觉这篇文章对你有帮助,各位马上开始赞赏吧。这才是我本篇的阴谋,促销打折抢购都属于已知激励。

  未知的可变激励:比如游戏的随机奖励,被用户称作“人品”,未知的奖励可以让用户不断对游戏进行探索,比如老虎机。麻将棋牌玩法每局变化都不同,当然“今日头条”“抖音”的信息流,滑动屏幕没有穷尽的内容也在此列。

  4、习惯阶段

河内快5   DANGCHANPINMANZULEXUQIU,YONGHUSHIYONGHOUDAKAIPINLVHENGAO,SHIJIANYEHENZHANG,HAITINGYILAI,ZHEISHIHOUCHANPINJIUXUYAOZHUIQIUZHANGQIJIAZHI,RANGYONGHUXINGCHENGSHANGMIANDEYILAIXUNHUAN,XINGCHENGYILAIXUNHUANDECHANPINYIWEICHANPINDEZHONGJIMUDEDACHENG,YANGCHENGLEYONGHUSHIYONGXIGUAN。ZHEISHIHOUYONGHUBUDANSHIYONGCHANPIN,ERQIEHAIHUIDUICHANPINYOUSUOTOURU。RANGYONGHUZHANGQI“SHANGYIN”YOUYIXIA 5 ZHONGFANGSHI。

河内快5   XINYU,YONGHUZHANGQISHIYONGCHANPIN,ZIJIXINYUGENGGAOLE。DANGQIAN*ZHIJIEDEJIUSHICHENGWEIDOUYINKA、WANGHONG、DAV,TAOBAOPINGFEN、YOUXIDAHAO,HAIYOUQQDENGJI、XINYONGKAJIFENDENGDOUSHIZHANGQISHIYONGXINYUJIAZHITIGAODEBIAOXIAN。

  FENSI,YONGHUZHANGQISHIYONGCHANPIN,ZIJIPENGYOUSHULIANGHEFENSIZENGDUOLE,BIRUDOUYINFENSI、WEIBOFENSI、GONGZHONGHAOFENSI、WEIXINHAOYOU、QQHAOYOU、YOUXIHAOYOUDENGDOUSHIBUKEGESHEDEGUANXI,XUYAOJINGXINHEHUWEICHI,MEIRENSHEDEFANGQI。

河内快5   JINENG,YONGHUZHANGQISHIYONGCHANPIN,ZHANGWOLEYOULIYUZIJIGONGZUOHESHENGHUODEJINENG,BIRUQIPAILEIYOUXI,HAIKEYICHENGWEIXIANSHIDESHENGHUOJINENG。PSDECAOZUO,CHENGWEILEGONGZUOJINENG,DOUYINDUANSHIPINDEPAISHEJINENG,WENZHANGDEXIEZUOJINENGDENG。

  NEIRONG,YONGHUZHANGQISHIYONGCHANPIN,WEIZIJICUNCHULEGENGDUOYOUJIAZHINEIRONG,BIRUQQKONGJIANDEZHAOPIAN、BOKEWENZHANGDENG。

河内快5   SHUJU,YONGHUZHANGQISHIYONGCHANPIN,WEIZIJIJILEILEGENGDUOBIANLIDESHUJU,BIRUYINLEAPPDEGEQU、ZHAOPINWANGZHANDEJIANLI、JINRONGCHANPINDEZHANGDAN。

  小结

河内快5   YISHANG 4 GEJIEDUANDACHENGLEYONGHUDUICHANPINDEYILAI,YIJIYANGCHENGLEZHANGQISHIYONGXIGUAN。

  ZHEISHIHOUDEYONGHUZHONGSHENGJIAZHIDADAOLE*DAHUA,BIZHEZAIZHIQIANDEYIPIANWENZHANGZHONGCENGTIDAOGUO,YEWUSHUJUZENGZHANGZHUYAOSHIZHUIQIUYONGHULIANGDEZENGZHANGHEYONGHUJIAZHIDEZENGZHANG,XINGCHENGSHUANGZENGZHANGSHUJUMOXINGDECHANPINJIUSHIHAOCHANPIN,ERMANZUYISHANG 4 GEJIEDUANYANGCHENGZHANGQISHIYONGXIGUANDECHANPIN,YIDINGSHIGESHUANGZENGZHANGCHANPIN。

  短视频的挑战和未来探索

  RUJINHUOREDEDOUYIN,YIJIDOUYINGANGKAISHIDEDIANSHANGDAOGOUCHANGSHI,SHIFOUYIJINGYANGCHENGLEYONGHUDEZHANGQISHIYONGXIGUAN?DUANSHIPINZHENDEKEYICHENGWEIHEWEIXINGONGZHONGHAOYIYANGDEQIYEZHANCHANGMA?

  JIEXIALAISHIGENJUBIZHEYIJINGSHIGUOJINGQIANDEDUANSHIPINCHUANGYEJINGLI,LAIBUZILIANGLIPINGJIADANGXIADUANSHIPINXINGYEDETIAOZHANHEWEILAITANSUO,SUOYI,GUSHICHULECHUNSHUXUGOUZHIWAI,HAIBUMIANYELANGZIDA,DAJIAQUANZUOHUAZHONGQUCHONGBA。

  1、行业挑战

  SHITINGXUKEZHENG:SUCHENG“SHIPINPAIZHAO”,CENGJINGDE 56 WANGYIDUYINWEIMEIYOUNADAOSHIPINPAIZHAOERBEIPOBIZHAN 1 GEDUOYUEZHENGDUN,DAOZHILIUSHILEDAPIYONGHU,TONGSHIHEYOUKU、TUDOUDEJINGZHENGYOUSHI。GENJUQIANJITIANDEXINWENBAODAO,DOUYINMUQIANMAOSIYEHAIMEIYOUNADAOSHIPINPAIZHAO。

  带宽成本:除了营销烧钱,视频产品需要付出相当高昂的服务器带宽成本,即便对于头条这种不缺钱的大厂来说应该也无法忽视吧。

  审核:河内快5视频的审核难度与图文相比上升了不止一个量级,尤其是对于“抖音”这种完全UGC的视频平台,无法凭借机审来保障内容的健康和去重,需要大量的人工审核成本,如果开始电商导购,应该还会增加更多的未知审核项目。

  NEIRONG:DANGCHUDETUDOU、YOUKUDENGSHIPINPINGTAIZAOQIDOUZUOLEUGCNEIRONGCHANGSHI,DAO*HOUQUANBUHAISHIBIANCHENGLEPGCYINGSHIIPHETOUBUZHUANYENEIRONGDEJINGZHENG。YUANYINZHUYAOSHIYINWEIWOMENHEGUOWAIDEGUOQINGBUTONG,GUOWAIDEYou TubeKEYIUGCCHENGGONG,SHIYINWEIGUOWAIYONGHUBIJIAOLEYUBIAOXIAN,ZHENGXIANGSHANGCHUANGAOZHILIANGSHIPIN。ERWOMENZHONGGUORENXIANGDUIBIJIAOQIANXUN、DIDIAO,UGCDEQUDONGLIBUGOU,SHANGCHUANGAOZHILIANGSHIPINDEREQINGBUGAO。DANGXIAXINYIDAI 95 HOUHE 00 HOU,YIJIYIDONGHULIANWANG,HEDUANSHIPINDETEXIAOGONGNENG,BUZHISHIFOUKEYIDIAODONGYONGHUJIJIXING,MUQIANLAIKAN,JIBIANDOUYINYEYIJINGZAOYULEDUANSHIPINNEIRONGGAODUXIANGSIDEQINGKUANG。

  用户成本:河内快5视频格式不仅对于运营方来说成本高昂,对于用户来说同样如此,用户拍摄视频需要付出更多行动成本,尤其是高质量内容。还有视频格式本身比图片更占内存,也更费电、所需移动流量也更多等。

  商业化:长视频平台的变现主要通过贴片广告,贴片广告和长视频非常吻合,所以商业模式行得通。其实各大长视频平台都也在不同时期尝试过电商导购,但无论用户体验还是导购转化都差强人意。

  BIJIAODUANSHIPINLAISHUO,TIEPIANGUANGGAOBENSHENJIUSHIDUANSHIPIN,SUOYITIEPIANGUANGGAOBIANXIANMOSHIBUCHENGLI。QITAMOSHIHEDIANSHANGDAOGOU,MUQIANLAIKANYEDOUHAICHUYUCESHIJIEDUAN,SUOYI,DUANSHIPINDESHANGYEHUATIAOZHANGENGDA。

  2、未来探索

  DIANSHANGDAOGOU,YONGSHIPINZHENGSHIXIAOGUOXIANGBIJIAOTUPIANLAISHUOGENGJIAXIESHI,YENENGJIYONGHUGENGDUOWEIDUDECHANPINGANZHI,NANDIANSHIDAOGOUCHANGJINGYAOQIUHENGAO,YONGHUZAISHEJIAOXINTAIXIARUHEXINGCHENGDIANSHANGZHUANHUA。

河内快5   HUNQING,HUNQINGSHIBIJIAOGANGXUDESHIPINYINGYONGCHANGJING,YIBANLAISHUOHUNQINGGONGSIDOUHUIZHIZUOYIGEXIANGCESHIPIN,CHENGBENYEXIANGDUIJIAOGAO。RUGUODUANSHIPINYAOMANZUHUNQINGXUQIU,XUYAOTEDINGDESHIPINTEXIAOMOBAN,SHIPINDEQINGXIDUYEHUIYAOQIUHENGAO。

河内快5   BAOBAO,JILUBAOBAODECHENGZHANGLICHENGSHISUOYOUMAMADEBENNENG,YESHIHUNQINGYIWAIDELINGYIGEXIANGDUIGANGXINGDESHIPINYINGYONGCHANGJING。

河内快5   ZHUFU,JIERIWENHOU、SHENGRIZHUFU、DAOQIANDOUYESHIBUCUODESHIPINYINGYONGCHANGJING。

河内快5   GUANGGAO,SHIPINGUANGGAOPAISHEZHIZUOCHENGBENHENGAO,GUANGGAOTIEPIANBENSHENYESHIDUANSHIPIN。

河内快5   KEJI,QUANXI、ARDENGQUANXINZHANSHIXINGTAIDESHIPINYINGYONGCHANGJING,KETUOZHANHEXIANGXIANGKONGJIANHENDA。

  小结

  ZAI“DOUYIN”“KUAISHOU”HUOBAOZHIQIANYIJINGYOUBUSHAODUANSHIPINCHANPINDECHANGSHITANSUO,QIZHONGYEBUFADACHANG,BIRUTENGXUNDE“WEISHI”、XINLANGDE“MIAOPAI”、MEITUDE“MEIPAI”、TIANMAOTAOBAODE“ZHUTUSHIPIN”,CHULE“MEIPAI”CENGGAOGUANGYISHIYIWAI,QITADUANSHIPINCHANPINQISHIDOUFASHANKECHEN,“WEISHI”YEYIGUANBIXIAXIANJINQIYOUCHUANWENFUHUO。

  RUJINDOUYINNENGGOUZUODAORANGYONGHUCHENGYIN,SHIFOUKEYIZHENGMINGDUANSHIPINKEXINGZHILUYICHENAILUODING,BIZHECIKEHAIYIRANCHONGMANWENHAO?ERZHEICHANGDUANSHIPINZHIHUOWEILAIJIUJINGNENGSHAODUOJIU、SHAODUODA,YEHAIXUYAOWOMENGONGTONGLAIQIDAI。


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