Recently, Douyin released a search video, which was widely disseminated. Many people suddenly realize that their search habits are quietly changing. In the past, searching for content was mostly text and pictures, but now many searches have become videos. In addition to Douyin, Baidu has also been increasing video content capture in recent years.

Although video is widely accepted by users, there are certain technical difficulties in video search. Currently, graphic content cannot be completely replaced.

Optimistic about video search

As early as two years ago, TouTiao launched Toutiao search. Now, video search has become a new opportunity for ByteDance. In the past few years, the expression and creation of the entire society have been videoized. As the most direct way to obtain information, search is also video-oriented.

Coincidentally, WeChat, another giant besides Douyin, is also optimistic about video search. WeChat can accumulate more and more video content. These are huge knowledge bases that one day can push to users through search recommendations.

Technical difficulties still exist

In the past PC era, search engines were the absolute entrance to the Internet, and Baidu was the only industry in the industry. However, with the advent of the mobile Internet era, more and more information is scattered in major APPs, and mobile search has gradually become the focus of the industry. Whether it is WeChat or Douyin, they are exploring search and creating a “content + service” ecology.

Video search is the focus of Douyin’s business. On the one hand, search is the behavior of users actively acquiring information. Doing a good search can provide users with more efficient information connections and complement recommendations. On the other hand, search is more suitable for distributing long-term content, and it also contributes to the construction of Douyin’s content ecology.

But compared to traditional graphic search, video search is more difficult. Compared with web search, video has a certain shortage of information density and richness in some vertical categories.

Is the general trend

The current video search is still searched by inputting text, but the search result becomes a video, so there is still a big gap between the real technological revolution.

Compared with video, the advantage of graphics and text is that reading is faster and more efficient, and you can accurately find the content you want. For some in-depth analysis content, I also prefer to read text.

Industry insider Mr. Long believes that video can show more three-dimensional visual and sound effects and have a better experience than graphics and text. But at the same time, the way of video presentation cannot completely replace graphics and text. The advantage of graphics and text is that readers can read the article while thinking, and have a more comprehensive control over details.