Douyin Launches Fourth Search App, This Time Focusing on Content Ecosystem
BEIJING – Douyin, the Chinese version of TikTok, haslaunched its fourth standalone search app, Douyin Search, marking a renewed push into the search market. This move comes after the company previously shuttered three othersearch apps – Toutiao Search, Wukong Search, and Lightning Search – which failed to gain traction against established players like Baidu.
Unlikeits predecessors, Douyin Search focuses on providing a search engine specifically for the content created within the Douyin ecosystem. Users can search for videos, articles, and even products using keywords or phrases, with results displayed in a comprehensive feed or categorizedinto specific channels like videos, articles, and products.
“Douyin Search is a content search engine built for Douyin,” said a source familiar with the development. “It’s designed to help users find the specific content theyare looking for within the platform.”
While the app offers a user-friendly interface with a search bar and a double-column waterfall flow for recommended content, it still faces challenges in terms of search accuracy. Currently, searches are primarily based on text content like video titles, making it difficult for users with specific needs tofind the exact content they are looking for.
Furthermore, the search results can be influenced by user preferences, search history, and the platform’s recommendation algorithms, potentially leading to a high number of similar or repetitive results.
Despite these limitations, Douyin Search offers a dedicated video interface where users can access shortvideos, live streams, and longer videos. This integration strengthens the app’s position as a central hub for Douyin content consumption.
The company’s persistence in the search market, despite previous setbacks, highlights its ambition to expand beyond its core video-sharing platform. Douyin’s vast user base andrich content ecosystem make it a prime candidate to disrupt the search landscape, particularly for users seeking information within the platform’s specific content sphere.
“While Douyin has faced challenges in competing with traditional search giants like Baidu, this new approach could be a game-changer,” said a product manager at a leading searchengine company. “By focusing on its own content ecosystem, Douyin can leverage its strengths and cater to a specific user need.”
Douyin Search also presents a strategic opportunity for the company to monetize its content ecosystem. By connecting users with relevant content and products, the app can facilitate e-commerce transactions, localservice bookings, and other commercial activities.
“Search is all about connections,” said the product manager. “Douyin Search can not only provide users with the content they want but also create new business opportunities for brands and merchants.”
For local businesses, Douyin Search offers a unique opportunity to reach potential customers through a“watch-search-buy” ecosystem. This approach aims to seamlessly integrate user habits with purchase decisions, enhancing conversion rates and providing merchants with diverse marketing options.
While Douyin Search holds significant potential, its success remains uncertain. The app faces stiff competition from established search engines, and its search accuracy and user experience needfurther refinement. However, with its focus on content discovery and its integration with Douyin’s vast ecosystem, Douyin Search has the potential to become a major player in the search market.
【来源】https://mp.weixin.qq.com/s/Z0IHRaZosHefuICNOT2Xjg
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