抖音's Long-Form Video Strategy: A Win for Creators and Users?

Douyin's Ambitions: Riding the Wave of Long-Form Video

Bilibili boasts a large user base, but not necessarily a substantial paying one. Furthermore, purchasing items on Bilibili requires jumping to platforms like Taobao or Pinduoduo, which may deter consumers with the need to switch between apps. While this benefits content creators (UPs), it can hinder the shopping experience for viewers. Bilibili's foray into e-commerce is relatively recent, and establishing a unique selling proposition in an already saturated market presents a significant challenge.

In contrast, knowledge-based UPs thrive on long videos, which are more engaging on Douyin. Additionally, Douyin's closed-loop e-commerce ecosystem is rapidly developing, making it a more attractive platform for content creators seeking financial stability. This explains why many "breadwinners" gravitate towards Douyin first.

Douyin: The Hunger for Everything

While captivating content and viral trends drive initial traffic, sustained growth requires platforms to actively cultivate and support their creators. Douyin's ambition appears to be "taking it all." Short videos excel due to their speed, variety, and ease of consumption. However, they inherently have limitations – information depth often suffers, as rapid-fire editing prioritizes eye-catching visuals over thoroughness. Frequent, short-form content can fragment user attention, hindering deep reading and learning.

Long-form videos offer a compelling solution to these shortcomings. By expanding into this space, Douyin aims for long-term sustainability, enhanced platform vitality, and improved content quality through natural selection.

Moreover, Douyin seeks to diversify its revenue streams by fostering a robust "paid video" ecosystem. Examples include tarot readings costing 29 Douyin diamonds (approximately $2.90) per view, with the platform taking a 30% service fee. This strategy leverages Douyin's massive user base and offers creators greater monetization opportunities.

Douyin’s pay-per-view model is more flexible than Bilibili's subscription-based approach (charging $3 for monthly access to exclusive content). Douyin allows users to purchase individual videos, with previews available, catering better to consumer preferences.

A Recipe for Success

Winning over audiences requires captivating content and seamless user experience. Douyin effectively utilizes short videos to capture attention and build a massive following. The platform's ongoing investment in high-quality long-form content is crucial for fostering user loyalty and sustained engagement.

The evolution from traditional long-form videos to innovative, engaging formats demonstrates the continuous effort of both creators and platforms. To ensure lasting impact and create a ripple effect, collaboration and dedication to progress are paramount.