Douyin achieved explosive growth in 2018, with domestic daily active users exceeding 150 million and monthly active users exceeding 300 million. Especially during the Spring Festival this year, the number of daily active users of Douyin experienced a "surge", rising from less than 40 million to nearly 70 million. The main user group of Douyin has risen from 18 to 24 years old in the early days to 24 to 30 years old users, and the proportion of users in this age group has exceeded 40%. The following analysis report will use the progressive analysis method to analyze step by step how the popular Douyin can meet the needs of different users .
The software was launched in September 2016. In just two years, Douyin’s domestic daily active users exceeded 150 million, and monthly active users business email list exceeded 300 million. (Data source: Douyin public conference in June 18) 1.3 Product positioning Positioning: Douyin Short Video, a short video sharing platform designed to help users express themselves and record a better life Slogan : From Letting Worship Start Here to Documenting the Good Life Exploration period: Douyin was launched on September 26, 2016. At the beginning, it was positioned as a short video app for music and creativity focused on the new generation, and videos were often limited to 15s. Young people prefer to follow new trends and are willing to try new things.
In the early days, it was easier to attract the first batch of loyal fans by clearly and clearly positioned in the "trend", "cool" and "technical flow". Growth period: After the product functions were gradually improved, Douyin began to exert its strength in operation, and users ushered in a substantial increase. The age group of Douyin's main user group has risen, from 18 to 24 years old in the early days, to 25 to 30 years old users. With the rapid growth of users, the content level is also changing towards a more mainstream and diversified direction. Positioning comparison: In the exploration stage of Douyin, the method of accurately targeting specific groups of people is conducive to attracting the first batch of fans,