Douyin, the Chinese sister app of TikTok, has ventured into the search market once again with the launch of its fourth search application, Douyin Search. According to recent reports from Tech星球, the new app focuses on indexing and displaying content created by bloggers, primarily in the form of short videos and images.
A New Approach to Search
The Douyin Search app, which follows the footsteps of previous attempts such as Headline Search, Wukong Search, and Lightning Search, presents a unique approach to content discovery. Unlike traditional search engines like Baidu or Quark, which primarily showcase content from websites, Douyin Search is tailored to the platform’s vast library of user-generated videos and images.
Upon entering the app, users are greeted with a search bar and a dual-column waterfall flow layout that displays recommended content. By typing in relevant keywords or sentences, users can find corresponding short videos and images under the comprehensive channel. Additionally, the app offers specialized search channels for videos, image experiences, and products, allowing for more precise search results.
Challenges and Opportunities
Despite the innovative approach, the Douyin Search app has its share of challenges. The search accuracy, particularly for videos, is still a work in progress. Currently, the app seems to rely primarily on the title and text content for video searches, which may not always yield the desired results for users with specific targets. Furthermore, search results can be influenced by users’ interests, search history, and other factors, potentially leading to inaccuracies.
The app also faces the challenge of avoiding repetition and similarity in search results, a common issue due to recommendation algorithms and the influence of popular content.
However, the app’s potential is significant. With Douyin’s rich content ecosystem and庞大的 user base, the search app aims to serve as an important information gateway for users. By creating a search ecosystem focused on short videos and images, Douyin Search could provide a more tailored and engaging search experience.
Douyin’s Search Evolution
Douyin’s journey in the search market has been marked by a series of attempts and iterations. Since 2020, the company has launched three search apps before Douyin Search, none of which managed to break through the market dominated by traditional search engines. However, the new app seems to be taking a different route by avoiding direct competition with established players like Baidu and Quark.
The shift in strategy is evident in the app’s focus on leveraging Douyin’s extensive library of videos and images. This approach allows the app to offer a unique value proposition to users, making it an essential tool for information discovery within the platform and beyond.
Commercial Potential
From a commercial perspective, Douyin Search holds significant promise. The app not only provides users with the content they want to see but also creates commercial scenarios for e-commerce, local services, and other businesses. The stable and consistent search traffic can lead to more precise business growth opportunities for enterprises and merchants.
For instance, local businesses can benefit from the app’s watch-search-purchase ecosystem, which combines user habits with purchasing decisions to increase conversion rates. The app also supports various marketing forms, providing businesses with more diverse options and an effective tool for marketing cold starts.
Conclusion
As Douyin’s fourth attempt at a search app, the success of Douyin Search remains to be seen. However, with its innovative approach to content discovery and the potential to create a robust search ecosystem, the app could mark a significant step forward for Douyin in the search market. Whether it can break the mold and achieve success where previous attempts have failed is a question that will be answered as users adopt and engage with the new app.
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