互联网产品学习-Day4-Musical.ly
Bytes Dance - Alex Zhu
I've spent lots of years doing enterprise software for SAP. Enterprise is a good business,but it's not sexy enough. And I want to be a sexy man.
My passion was always in consumer business,so doing design and using consumerized approach to deal with enterprise design.
In 2013,I was a futurist of education in SAP,trying to do some research on how education industry is going to be transformed by new technologies.It was all about research and articles,but I want to have something concrete delivered to market,to users' hand.At that time, I had an idea,a 1b idea,I thought which is to transform education and combine Coursera and Twitter into one part,making educational contents,firstly mobile,and big size, short form,so we reduce the barrier for content creationand content consumpsion for education.In the end of the day,we hope every one can post educational contents,share the knowledge and every one can learn on this platform and became a multiple billion dollars business,but it turned to be a completely failure.
We analysed what the failure are and we must learn from the failure and find the new direction.
The failure is,
(1) first thing,when you want to build a UGC platform or social network,the contents have to be extremely light,meaning that the content creation and content consumption have to be within seconds,rather than minutes or hours.
(2) The secong thing is education is somthing a little bit against human nature.If you look at preople using mobile phone today,in public transportation,the majority of people using mobile phone to communicate,to entertain.They don't learn.It's pretty hard for a new start-up to change the human nature, to fight against the human nature.It is better to follow the human nature.So let's do something more entertaining,and switch to entertainment.
(3) The last lesson learn is that for a new social platform to take off,it's better to have young people as early adopter,especially young teenager in US.
Why?They got a lot of time and they are creative.And every one are professional in video making and editing.And also if your application attract a small group of these people, getting them talk in school on social media,you don't need money to do the promotion-zero-cost distribution.
How to get start?
Initially, we got a lot of hacks. At that time,there is a secret on APP store.The search engine puts a lot of weight on the application name,rather than key words define.We make a very long application name"Make awsome music videos with all kinds of effects,for instagram...".And then traffic just came from the search engine.
Initially,we have to focus on utility aspect. (eg.like instagram,the first user of instagram didn't use it for the feeds,the likes,but for the amazing filters and they post on other social media.
Before you have the critical mass users,the contents,you have to focus on utilities.When you have enough users,you start building a community.And I think community is something
we did pretty well to get the application into main stream.
How can you stay close with American teenagers while you are a team in China ?
(1) Firstly, a lot of Chiness people in know America well.(eg. U.S. election
(2) Second thing, a lot of Chinese young people study in U.S. and they have worked in companies in US.They look for opportunity to come back to China.They can bring a lot of Silicon Valley knowledge back to China.
(3) Third thing is,very importantly,participately design,thatis involve users in the process of design at the very beginning.We have hundreds of musically users on Wechat,and we have daily conversations with them.Not only conversations of products and ideas,but also talks understanding what they think and making jokes. Be immersed in the American teenager culture.For every design,especially important major future design,we firstly present ideas and have conversations with users,and share the mark-ups,? frames and get feedbacks before we do any coding.That's the key.
How have you built the unique music community attracking stars from other platforms?
Running a community is very similar to running a country/economy.A lot of economic policies you can learn in order to run a community.
"Economy" in the mainstream platform is already set up,social class is already stablized so there's no opportunity to go up.
First,as a new platform you have be centralized, to make sure a small group of people become "rich" first.Then,decentralization at the same time.Having an American dream is a good thing,but people will soon wake up if it remains a dream.You must make sure people get satisfaction,make sure the middle class come up.
The technology ecosystem in China is interesting,most of tech products in China is not around technology but services and commercial.
(eg.1 WeChat virtual redpocket / eg2. YY virtual gifts
Does vitual goods benifit musically?
Monitizing the platform is not for making money for the enterprise,but for incentives for the content creators.They initially look for fame,but once they get fame they want money.If you can satisfy them,
they will be sticked around the platform.
How did you figure out how to work in and see the music industry is?
Compare musically and spotify,musically use music as raw material not end product.
Using music as raw material doesn't compete with other revenue streams of the labels and publishers,so musically doesn't hurts other revenue streams.
Secondly,musically help them to generate revenue.(eg. Jason Derulo's campaign.Within days,many people use song clips and share them in other platforms.It generates more consumptions before publiced
on iTunes.)These campagn is not only for brands but also for brands.
Turning point of Musically- make video-making a daily habbits.
Change general music video maker into lip sing.If there is no habbits,you can't grow.
In the first 6 months of musically,the growth was pretty slow,the functions and features of musically then was very similar to today's.
We shifted the "language",we initially thought people upload video clips from camera row and add music as background.
Application sceanario - peple open the app in the evening at home.(eg. download spike on Thursday evening.
"You can't make a unsuccessful part become successful part by adding features,but changing value proposition"
How to get teenagers?
(1) Make feedback link noticable
(2)Read users' emails
(3)Sign fake accounts and buil empathy with users by having communications with them and knowing why thet post videos.
(本文从bilibili Alex的访问视频听写,不准确之处请谅解,侵删。)
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