With 750 million DAU, Tencent has surpassed Tik Tok to become a new generation of short video overlord.

Zhang Xiaolong, the founder of WeChat, has almost come true.

In June 2020, when the WeChat video number was still in the development stage, Zhang Xiaolong wrote a sentence on the blackboard: One day in the future, the consumption ratio of video playback, attention, friend recommendation and machine recommendation should be 1:2: 10. In other words, an average person watches 10 watched videos, 20 videos praised by friends, and 100 videos recommended by the system.

Six months later, in the 10th anniversary speech of WeChat, Zhang Xiaolong gave a set of data. The average vv generated by users who have paid attention to the video numbers of three tabs is almost 1:2:9. "I estimate that this 9 will become bigger in the future. Because this is related to the richness of content. "

The ratio of 1:2: 10 fully shows the ambition of video number in user viscosity and product residence time. The goal set at the beginning is now close at hand and may even be achieved. As for the number of users, according to the Information Times, Pan, the founder of the digital marketing platform of video number and the service provider of Tencent Group, gave the latest data in late July: the number of daily active users (DAU) of video number has reached 450 million, and it is expected to reach 600 million by the end of the year.

Recently, the financial report released by Aauto quickless shows that the average daily active users of Aauto Quicker App jumped to 293.2 million-Tencent is the largest shareholder of Aauto quickless. 450 million videos are at the bottom, and with Aauto's faster DAU of nearly 300 million, the daily active users of Tencent's short videos have exceeded 750 million, which is likely to become 900 million by the end of this year.

The status of vibrato short video boss has been surpassed, and Tencent has become a new generation hegemon.

The video number DAU of "Dear Son" broke 200 million in half a year.

The time was pulled back to 65438+20201October 22. On that day, the WeChat video number was a high-profile test.

Xu Zhibin, a former employee of Tencent and later CEO of Insight, got the qualification of video number internal testing as early as the Spring Festival of that year. He said that within WeChat, Zhang Xiaolong should watch the video number himself. Liu Xingliang, dean of DCCI Internet Research Institute and an Internet expert, also participated in the internal test of video number at the invitation of Zhang Xiaolong. He once told the media that Zhang Xiaolong seldom replied to WeChat, either busy or not. But at that time, as long as we discussed the content of the video number with him, Zhang Xiaolong reacted quickly.

Getting more DAU is an important goal of video number. In order to achieve this goal, the technical team constantly revised it. From June 2020 to June 65438+February, the video number was adjusted every month, some changed the homepage settings, and some added the function of buying virtual gifts live. On the other hand, the video number also invited many news media, stars, brands and KOL to settle in. In the data of 5438+00 in June 2020, the number of fans of Xinhua News Agency, People's Daily, Yang Mi, Weiya, Li Ziqi and other accounts all entered TOP 100.

With vigorous promotion, DAU really soared, reaching 200 million in June 2020. But in Zhang Xiaolong's view, this is just the beginning. He said in a circle of friends, "If you don't bid, it will be 340 million."

Next, DAU of video number triumphed all the way. In September, 2020, the calculation of relevant institutions showed that the peak of daily active users of video number had reached 350 million; In July of 20021,the number of daily active users of video number has reached 450 million, and it is expected to reach 600 million by the end of the year.

From 0 to 450 million, the number of videos took only one and a half years, which was far less than that of short video leaders Tik Tok and Aauto: Tik Tok took more than three years, and DAU reached 400 million; It has been nearly nine years since Aauto was transformed into a short video community, and the DAU will reach 300 million.

Despite this, some media believe that the real DAU of video number exceeds the official data, and it is likely to have reached or approached 500 million. One of the reasons is that most users do not enter from the first-level entrance of "video number" under WeChat, but see the content of video number from WeChat group, WeChat personal conversation or circle of friends, and click the link to open it. These people may not realize that they are using the video number. They only know that they are watching videos on WeChat, but they are actually users of the video number.

Indeed, relying on the big tree of WeChat, the video number can be described as not worrying about user growth. For Tencent, it doesn't matter whether users can remember the brand of video number or even perceive that they are using video number products, as long as users get into the habit of watching videos on WeChat.

According to the current trend, Pan Yuefei's forecast of 600 million daily active users at the end of the year is by no means an idiotic dream. On the other hand, Tencent will only surpass Tik Tok in the number of videos and become the leader in the short video industry, which may be just around the corner.

Socializing from acquaintances, the video number is subverting "Tik Tok"

In June this year, Xinbang Research Institute released the video number 202 1 development mid-year report, saying that the emotional and life content in the video number is still the mainstream, and the popular content in the vertical field is increasing. When subdivided, the content closely related to people's emotions, such as feelings, life and music, has not decreased, "showing a strong content vitality", and emotions accounted for 80% of the head videos in April.

Some media commented that many head video numbers can guess what they are doing when they look at the ID: Lian Mei's emotional music, a Zen monk, Yi Chan's heart and a smile. ...

From this point of view, the content ecology of video number is not much different from Tik Tok and Aauto Quicker. However, unlike Jikuai, the recommendation of the video number to the content is not carried out according to the timeline, and even the video release time is deliberately blurred. As long as users like it, the content in the video pool may be presented, so people often brush the content released many days ago.

In this regard, Xu Zhibin once summarized the diffusion stages of video content to the media: first, the diffusion in the relationship chain; Second, further distribute labels from the relationship chain; "If your video interaction and playback are good, the platform will continue to recommend it for a long time."

Another feature of video number is its social value, more accurately speaking, acquaintances socialize.

Many people have had the experience of seeing relatives' heads at the first-level entrance of the video number under WeChat. I thought this relative posted a short video. But when I entered the video number, I found that he just praised a short video. At this time, you are likely to watch this praised video, and your praise, comment and forwarding behavior are likely to contain an attitude of closeness, support and opposition to relatives and friends.

Long Dongping, co-founder of mushroom rental, once described the difference between WeChat video number and Tik Tok and Aauto Quicker: "Video number is like a group of friends having a beer barbecue in a bar or park, and everyone sits together. Some people say that you can give us a little show, so I'll give you one in the middle. If everyone thinks it's funny, give me a compliment. Tik Tok and Atto are faster. It's like I'm alone on the stage. I don't know where my friends are. I feel very lonely. Although some people like it and some people comment, he is like a passer-by. "

Long Dongping's metaphor is very vivid. Everything you post on the video number, even your comments and likes, are naked acquaintances socializing. In modern society, socializing with acquaintances is everyone's just need.

In the aspect of algorithm recommendation, Zhang Xiaolong's prediction of 1:2: 10 is about to be realized, and of course it is probably already realized.

Zhang Xiaolong's logic is this: because you already know what you are concerned about, it will not be too attractive, so it is1; Friends praise looks tired, but you can't miss it, so it's 2; System recommendation, in line with the lazy principle, makes it easier for most people to consume and get comfortable information, so it is 10.

According to the data reported by China Internet Network Information Center, short video users have accounted for 88.3% of netizens. According to the Q2 Mobile Internet-Industry Data Research Report 20021Year released by Aurora Big Data, in the second quarter of 20021Year, the user duration of short video industry accounted for 29.8%, 9.4 percentage points lower than the second instant messaging. Of course, many of these are the contributions of video numbers.

Tencent's "short video anxiety disorder" has finally been cured.

On the short video track, Tencent is a real old-timer, pioneering and developing much earlier than Aauto Quicker and Tik Tok.

As early as 2065438+September 2003, Tencent launched micro-vision, focusing on 8-second short video, and gave a great tilt in internal resources. In 20 14, microvision became the star product of Tencent, and the DAU reached 45 million during the Spring Festival. However, in 20 15, microvision was marginalized by Tencent's strategy and officially closed in April 20 17.

But as Zhang Xiaolong said, in the past five years, people have become more and more accustomed to video expression: the number of video messages sent by users every day has increased by 33 times, and the number of video posts in WeChat friends circle has increased by 10 times. Although micro-vision products have not penetrated, Tencent will never miss the short video track.

Soon after Microvision was closed, Tencent found a new player-the faster Aauto. From June, 2065438 to October, 2007 10, Aauto Quicker's monthly activity exceeded10.50 billion, and its daily active users exceeded 50 million, making it a good seed of Tencent. In March of that year, Aauto Quicker raised $350 million, and Tencent led the investment. In other words, Tencent established its own short video pattern through Aauto Quicker.

In the words of Chen Danian, the founder of Shanda Group and the founder of WiFi Master Key, Tencent has repeatedly lost and fought in three areas, one of which is short video. Chen Danian said that in recent years, Tencent has become more and more good at making up its shortcomings with investment, "Aauto Quicker is the latest one". If nothing happens, Aauto Quicker will quickly reverse Tencent's passive situation in the field of short video.

In addition to Aauto Quicker, Tencent also laid out other short video products: rice video, flash coffee, speed watch, DOV, MOKA MOka, cat cake, strange sound, video, penguin watch and so on. What you've heard and what you haven't heard add up to about seventeen or eighteen.

But Aauto Quicker is really the best among the players. One month after receiving Tencent's investment, registered users exceeded 500 million, and daily active users rose to 65 million. Seven months later, Aauto Quicker entered the "Daily Active Users Billion Club", with more than 70,000 registered users and more than 6,543.8+million videos generated every day.

As a result, Aauto Quicker, who ran well, completed a new round of financing in April 20 18, which was also led by Tencent. The money this time is more than the last time, reaching $400 million. Since then, Tencent has continued to participate in the financing of Aauto Quicker, which is basically the leading investor. According to some media estimates, according to the previous financing amount in a auto quickless, Tencent's investment in a auto quickless should be around 4 billion US dollars.

On February 5th, 2002/kloc-0, Aauto Quicker was officially listed in Hong Kong as the second short video in China. Now, under the background of the strong rise of WeChat video number, the share price of Aauto Quicker continues to be sluggish-the market is ruthless and cruel, and the tertiary industry can only be the price of the tertiary industry.

However, whether it is the WeChat video number that I finally own or the largest shareholder Aauto Quicker, the daily active users of Tencent's short video platform have reached 750 million, and the 600 million daily active users of Tik Tok, the former short video boss, have been left behind by Tencent.

I think the "short video anxiety" that has plagued Tencent for many years is no longer a problem now, and we can look forward to a better short video prospect in the future.