Recommendations & Short Videos Entering Our Life
- On March 11, 2021
- recommendation, recommendation & short video, short video
In the past ten years, there have been two biggest opportunities in the information field:
- information recommendation and search
- the change of content from graphics to short videos
For content generation, short videos have greatly expanded the number of creators. In the section of information organization, recommendation has become a standard configuration of APP. Because the mobile phone screen is small, there is no way to display a large amount of content for users to choose. It must be precise and personalized.
Short video is the text in the new era, and recommendation is search on the mobile devices. The combination of the two is a new industry of information.
Let’s look at how information is organized, how content is produced, and how information platforms are realized. Specifically, recommendations and videos have begun to enter all our life.
Baidu and Taobao are both search engines, but Baidu has not established a website scoring mechanism like Taobao. Taobao has a whole set of evaluation mechanisms, from Alipay to express logistics, Taobao’s infrastructure is very well done.
In Baidu search, education, medical treatment, games and novels ranked the top in the industry. Baidu’s industry focus is on the health industry.
The advantage of WeChat search is mainly based on the content ecology of WeChat official accounts and video accounts, including a large number of governments, schools, hospitals, and companies.
The core of the search engine is to crawl the most complete content and do the best sort. On the mobile side, content is encapsulated in various APPs, and search is no longer an efficient way of information distribution.
Recommendations and videos start to enter all our of life
In the era of mobile Internet, the cost of content production has been reduced, everyone is producing content, and the amount of content has increased exponentially. At the same time, because the mobile phone screen is small, there is no way to display a large amount of content for users to choose, and the information organization must be accurate and personalized. The era has transitioned from looking for information to looking for information.
In the past few years, Taobao’s main work has been contentization. It wants to transform itself from a product search engine into a product recommendation engine. Search is to teach people to speak in machine language
In other words, recommendation is search without keywords. Live broadcast is also a recommendation, and shopping is a reward. There are tens of millions of people watching live broadcasts every day. The anchor divides the people into groups, and eventually people are assigned to very fine tags.
The content ecology of information flow has entered a professional and focused stage.
Recommendations are different from the search business model. The biggest difference between recommendation engines and search engines is the use of a large number of user characteristics. Since search terms strongly characterize the user’s intentions, search ads can be targeted very precisely. Personalized recommendations and calculated advertisements need to use everyone’s behavior for customized push, and need to sample as much data as possible to make user portraits. If you want a product to have more advertising spaces, the metrics that need to be optimized are duration and retention.
People are more likely to buy brands based on the trust relationship between people. The influence of brands on consumer decision-making is being weakened, and the personal influence of Internet celebrities who are more closely connected with consumers is increasing.