From the introduction of the app store, Kuaishou highlights these points: interesting videos, multiple people in the same frame, interactive live broadcast, support for originals, and beauty filters.
Kuaishou embraces every kind of life as a slogan, combined with the above publicity focus, the positioning of Kuaishou and Douyin is not much different. Combined with the user experience, Kuaishou highlights "every life" and recommends content that is more differentiated and more life-like .
Figure 1 logo
Red background, plus a small camera icon. The chart marks the most recent hotspot, the Olympics. Compared with black, red is more enthusiastic and contains the meaning of prosperous life.
3. User distribution
Figure 2 User search distribution (data from Baidu Index)
Compared with Douyin, the penetration of non-core cities will be deeper.
4. Functional structure diagram
Figure 3 The overall functional structure of Kuaishou
The featured page, as the first page into the app, is one of the main traffic portals. The second big traffic entry is the home page.
2. Feature Analysis of Featured Pages
1. Gesture operation
(1) Video switching
Figure 4 Gesture operation of the featured page
Swipe left for the first time to get the sidebar of the blogger's other videos. Except for some of the top videos, the videos are sorted by upload time. The closer the upload time, the higher the position. Users can swipe up and down the list to quickly view other videos of the blogger.
As far as I am concerned, there are two situations when swiping left:
First, if the current waterfall video is part of the full video, and I'm interested, I'll want to check out the other parts.
Second, because the current video is interesting, I want to see more videos about this blogger.
The advantages of the Kuaishou solution are:
First, the current video is displayed without obstruction, which has certain value in some specific videos; second, it is convenient for users to quickly flip through other video covers and select the content they want to watch.
In the first case, from the perspective of the video uploader, a piece of content is divided into several parts, and the upload time of the work should be continuous.
Therefore, Kuaishou's solution has a good experience in the first situation. In the second case, compared with the operation process of Douyin, Kuaishou's solution is more direct, and it also leaves a subscription function at the bottom of the page.
The disadvantage is that some people will open the sidebar and zoom in the entire video after pulling down. The next time they want to view the content of the blogger, they need to open the sidebar again, which will increase the operating cost.
Wouldn't it be better to scroll down to country email list view the videos of the same blogger after not entering the homepage. This is debatable.
If it were me, I might look at the user's behavioral path, including the number of times the sidebar pops up and closes continuously, the number of times the sidebar pops up and slides down the video, the sidebar pops up and closes, then slides up and down for a whole process. The number of times, and the number of left swipes twice in a row, to judge whether this design is worth considering.
Douyin's plan is to directly enter the blogger's homepage and comprehensively display the blogger's information, including fans, likes, profiles, geographic locations, colleges, recommended products, fan groups, and more.
The advantage is that there are more points to impress and attract users, and it also gives a certain amount of exposure to the recommended products, or gives a certain amount of exposure to other promotions in the profile. The number of followers, school or location, and the cover often give a more comprehensive impression.
In addition, the three-column video display below gives users room to choose, bloggers show more works, and users choose their favorite content according to the cover. In this way, the number of subscriptions may be greatly increased.
The disadvantage is that some users will also have a bad impression because they are not too fond of the blogger's information. If you are looking for other related content, this method will increase a certain operating cost, and there is no Kuaishou solution. There is no unity, each has its own merits, hehe!).