The reshaping of the flow boundary lies in user demand

The way Internet users search for 'information' and consume information has changed significantly, as we concluded from the search volume ranking of major domains.

In 2021, Cloudflare, a leading foreign free CDN network acceleration service, released its annual review stating that Tik Tok squeezed out search engine giant Google to top the Internet traffic list in 2021.

(98% of Taobao's image access traffic went to the CDN cache. Only 2% will be sourced back to the source site, saving a lot of server resources.)

In 2020, Google stands at the top of the traffic, while Tik Tok, which occasionally touches the top, is highly sought after by Generation Z and tops the list in 2021. In order, Facebook, Microsoft, Apple, and e-commerce giant Amazon will follow.

Google's daily search volume exceeds 3.5 billion times, and its share in the global search engine market is over 90%. And Google domain name provides a variety of functions, such as our commonly used Google Translate, G-Mail mail, Google Maps and other services. It can be said that Google is the central station on the global Internet traffic route map.

Nowadays, the "short video platform" Tik Tok has leapt to become a new traffic gathering place, which is a quantitative accumulation, and this trend has actually been generalized in foreign countries as early as possible.

The 2018 Google survey shows that Youtube, a popular video content site, is used by 85% of Gen Z users to search for videos, and more than half say they have learned all kinds of tips and skills through video content.

The traditional search engine website, more test of the user's "endurance" and "attention", our search results page will generally be topped with a few recommended or popular search results, in text or graphic layout, at most change the text color or other prominent display. Users need to click on the pages one by one to subconsciously determine whether the information meets their needs, and sometimes it is still difficult to get a satisfactory answer after clicking multiple links. Then, when there are better options, audio and video can grab the user's attention and filter the information more quickly and intuitively.

Of course, the video platform features are also in the "rapid iteration", more than 70% of users prefer videos within 60 seconds, if more than 8 seconds, the video has not touched the user's pain points, it is very likely to slide to the next video. The major video platforms actively attract content creators to reside in, providing rich content is the primary premise to attract users, can greatly meet user needs. Not only limited to entertainment, major platforms actively establish "learning zones", various knowledge and tutorial videos to meet people's curiosity, curiosity, but also to help solve many people's small life problems, such as all kinds of food tutorials, beauty painting, social knowledge, business operations, thinking and cognitive enhancement and so on.

Of course, no single platform can monopolize all the traffic, and it is difficult to use one software to solve many kinds of problems. Young people are accustomed to a set of "precise classification habits", for example, in China, they search B station for ghost and funny videos, go to Jitterbug for recreation and entertainment, go to Weibo for hot search and gossip, search Xiaohongshu for planting products, and open WeChat short videos after brushing their friends' circle.

The user habit of changing from graphic to video has pushed all kinds of platforms to pay special attention to big data algorithms, to quickly establish "user portraits" through user feedback, to project user preferences and show corresponding products, a frame of moving pictures or video display makes users stay longer, to improve the platform user "retention rate", step by step traffic eventually to improve the platform business turnover as a pavement.

2021 live with the great rise and fall of the rivers and lakes, Jitterbug quickly kill a world, become the industry's dark horse, industry insiders see it as a rival to Ali's e-commerce nouveau riche. A big IP late business model to advertising and e-commerce is not a new thing. Almost all big platforms rely on capital to enter the field in the early stages of development, first through the big IP to gain exposure to the platform's advertising, merchants and users constitute the two ends of the platform's competitive advantage, investment for the brands and merchants stationed there to provide free / preferential traffic exposure, but also to launch all kinds of low-cost, subsidized cashback type of promotional activities to attract new and old users.

Today Tik Tok is not only the back wave of Google, but also a competitor of a series of e-commerce service stations that draws traffic from Google/Facebook. Of course the blurring and transparency of the boundaries between the various layers, whether it is the platform, the brand and the consumer user, is both an opportunity and a challenge. To cut to the chase, in the context of rapid screening and matching, the products that can precisely impress customers and provide great value products and experiences are the trump card.