In a significant move to enhance its presence in the digital content realm, Douyin, the popular Chinese short-video platform, has recently launched its independent search app, “Douyin Search.” This app, which focuses primarily on短视频 (short videos) and图文 (graphics and text) content, marks Douyin’s fourth foray into the search category.
As reported by Tech Star, the newly launched Douyin Search app showcases content mainly created by bloggers, including short videos and graphics. Users can search for specific keywords or sentences within the search bar and find corresponding videos and graphics in the comprehensive channel. The app also offers additional search channels such as video, graphics experience, and products, providing users with more precise search results.
Douyin’s Search Strategy: A Different Approach
Tech Star exclusively revealed that Douyin Search is the fourth search category app launched by Douyin, following other attempts such as头条搜索 (TouTiao Search), 悟空搜索 (WuKong Search), and 闪电搜索 (ShanDian Search). Unlike the search content provided by websites like Baidu and KuaiKe, Douyin Search primarily focuses on content created by bloggers, offering a unique user experience.
Upon entering the app, users are greeted with a search bar and a dual-column waterfall display of recommended content. The app allows users to search for specific videos and graphics by keywords or sentences, providing a more tailored search experience. However, the app is still in its early stages, with areas for improvement such as the accuracy of video search and the potential for search results to be influenced by user interests and search history.
Douyin’s Content Ecosystem and Search Ambitions
Douyin Search is part of Douyin’s broader strategy to strengthen its content ecosystem. The app is designed to cater to the needs of its vast user base and the rich content ecosystem it has built. By introducing an independent search product, Douyin aims to better meet users’ information needs within the platform and across the wider internet.
The search function’s essence is to link, and from a commercial perspective, Douyin Search can create commercial scenarios for e-commerce, local life services, content downloads, and lead management. The stable and constant search traffic can bring clear business growth opportunities for enterprises and merchants.
Douyin’s Search Journey: A Series of Challenges and Opportunities
Douyin’s journey into the search business has not been without challenges. Since 2020, Douyin has launched a new search app almost every year, with four search apps in total. However, the first three attempts were not successful and were eventually closed and removed from the market.
Despite these challenges, Douyin’s latest search app, Douyin Search, appears to be a different approach, focusing on the search ecosystem of short videos and graphics content rather than directly competing with established search engines like Baidu and KuaiKe. This strategy leverages Douyin’s vast video and graphic content library, positioning the app as a significant entry point for users to access information.
Conclusion
As Douyin’s fourth search product, the success of Douyin Search remains to be seen. However, its introduction marks an important step in Douyin’s mission to expand its digital content ecosystem and provide users with a more comprehensive and tailored search experience. With its vast user base and rich content, Douyin has the potential to make a significant impact in the search space.
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