At the end of last month (July 28), a huge email list number of Douyin private domain press conferences were held, and the "Douyin Private Domain Operation White Paper 2021" was released, which was regarded as an official announcement that Douyin began to operate as a private domain. In my opinion, the reason for this is traffic anxiety. Everyone knows that the current Douyin focuses on public domain access, not private domain precipitation. So this led me to this article: Is Douyin’s private domain a false proposition? Old irons, today a great man will come back to the plate: Move! 1. What is private domain traffic .
For example, at the Photosynthesis Creators email list Conference in the past few months, Kuaishou has always emphasized, and even deliberately emphasized Kuaishou's private domain capabilities. Let's take a look at some private domain-related data officially announced by Kuaishou at the conference: Last year, the creators’ private domain income on Kuaishou reached 40 billion yuan; The penetration rate of Kuaishou private domain traffic remains above 70%, that is, among daily active users, 70% of users will link with the anchor and consume creators on the private domain page;
On average, each user spends more than 20 minutes on the follow page. Of the 87 minutes that users spend on Kuaishou every day, nearly a quarter of the time is spent on the follow page to interact more with the anchors they already follow; What would such an interaction lead to? It will bring creators more than 80% of the revenue from live broadcasts; more than 70% of e-commerce GMV, and even contribute more than 70% of the interaction and comments between short videos and live broadcasts; Kuaishou e-commerce puts more emphasis on the logic of private domain repurchase based on trust and content.