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The first step is to consider the feasibility of using Douyin to attract new users to NetEase based on user insights. How did I discover this idea? The second step is, if this idea has potential, how to verify it and establish an overall mechanism? The third step is continuous optimization and iteration to increase scale and reduce costs. The fourth step is to see how Douyin is different now from what it was back then, and what factors remain the same. So let’s take a look at the first step. At the end of the year, we conducted user interviews in ten cities, including Jinzhou, Changsha, Chengdu and some lower-tier third-tier cities, as well as cities in Guangdong, which is the largest province and is also the main market of Kugou. We talked to users and visited their homes to see the apps and traffic lists they used, and found some clear facts. We found that more than % of users listen to and discover new songs on short video platforms. Although Douyin and Kuaishou were not as big as they are now, young users, NetEase’s target user group, were very fond of using short video apps. Many people will hear a snippet of a song on a short video and then immediately search for the song on the music app.
[size=14.6667px]Another interesting discovery is that the concept of "who is the original singer" of a song has become increasingly blurry among people in the modern era. If you ask someone "Whose songs do you like to listen to?", he will clearly tell you that he likes singers such as Jay Chou and JJ Lin. But if you ask a singer, he may only tell you which song he has been listening to recently, but he will know nothing about the original singer of this song. From the data point of view, the concentration of singers listened to by young users is getting lower and lower, especially those born in 2000 are more dispersed. When users were asked whether they thought the original singer of a song was important, many users felt it was not that important. Some users even think India Car Owner Phone Number List Some cover versions are better than the original ones. This actually gives us an idea of "cover singing" - this idea brings a possible breakthrough for us who are forced to a desperate situation by copyright. So in the second step, we began to verify the two important ideas we discovered, "jumping short videos to music platforms" and "cover singing". We first made improvements to the product. We have improved the fuzzy search function for lyrics so that users can quickly search and match songs with similar lyrics or homophones on NetEase Cloud after listening to the clips in the short video. In addition, we have added the function of humming recognition to help users find the songs they heard under fuzzy memory.
At the same time, we also cooperate with many music KOLs on Douyin, allowing them to leave their NetEase Cloud IDs on their homepages to attract traffic to us. So why are these KOLs willing? Previously, on NetEase Cloud Music, only "A-list singers" could have their own homepage. We also opened the homepage function to the KOLs who cooperate with us. This kind of equal treatment with first-line singers makes KOLs feel valued. In addition, we also assist KOLs in choosing songs that suit them and proactively recommend some potentially popular songs to them to increase their traffic and popularity. These cooperation measures have brought more KOL resources to NetEase Cloud Music, and some of them have even become well-known musicians later. The most extreme thing is that we have also done the work of cultivating Douyin music KOL. Do you know this singer Yan Renzhong? Yan Renzhong never worked in front of the stage before. He was helping singers record demos in a music studio in Taiwan. One time we asked an Internet celebrity to sing a song, but the Internet celebrity couldn't find the key, so I asked if I could find a staff member to help sing it. Then Yan Renzhong helped sing. When I heard it, I was shocked. I asked Yan Renzhong if he had a Douyin account, and he said no. So we helped him register a Douyin account, and after registration, we helped him design the Douyin segment. Because his voice is a bit deep, we asked him to do a make-up like a lovelorn one, cover his nose with a napkin and cover some sad love songs. It really became popular all of a sudden. He is one of our new recruit champions, and one person may have attracted millions of new recruits. We are very extreme, but we also coincidentally formed a closer binding relationship with some music KOLs and obtained important assets for attracting new users.
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發表於 2024-2-20 14:19:11