快手

Tool introduction:

快手It is the core Short Video social platform of 快手 Technology, positioning itself as a "mass content creation and sharing community." The core connects content creators and consumers through the dual engines of "Short Video + Live Broadcast". The platform provides three core content sections: personalized recommendation ("Recommendation" page), focused content aggregation ("My Followers" page), and same city scenes ("City" page). It supports users to upload Short Video and watch live broadcasts. It also provides auxiliary functions such as fast coin recharge (used for Live streaming tipping) and 快手 lightweight version download. It adapts to multiple terminals on the Web and mobile terminals and covers the entire scene of "swiping content, watching live broadcasts, posting works, and interactive social interaction". It is a daily entertainment for domestic users. One of the mainstream platforms for content consumption and creation.

Core functions:

1. Content consumption and discovery

• Personalized recommendation: The "Recommendation" page is based on user interests, intelligently pushes Short Video content, and supports switching videos through keyboard buttons, mouse wheel or on-screen buttons, making it convenient to operate;

• Focus on the same city: The "My Follows" page aggregates the latest content of the creators that have been followed to ensure that users do not miss out on the latest news; the "City" page displays the works of nearby users to strengthen regional social attributes;

• Live viewing: A "Live" section is set up, allowing users to directly enter the anchor's live broadcast room to interact (such as comments and rewards), covering various types of live broadcast scenarios such as entertainment, e-commerce, and knowledge sharing.

2. Content creation and upload

• Short Video upload: Provide an "Upload Video" portal to support users to publish original Short Video to meet personal daily recording, talent display, life sharing and other creative needs;

• Lightweight adaptation: Provide a "快手 Lightweight Edition" download portal to meet the needs of low-memory devices or traffic-sensitive users, and lower the threshold for creation and consumption.

3. Platform accessibility

• Fast coin recharge: Supports users to recharge "fast coin"(platform virtual currency), which is used for Live streaming tipping and purchasing virtual gifts within the platform. It is the core tool for creators to realize interaction with users;

• Account login: Supports the login function. After logging in, you can synchronize data such as watch lists, viewing history, and recharge records to realize the synchronization of content and rights on multiple terminals.

Usage scenarios:

• Daily entertainment consumption: Users use the "Recommended" page to swipe Short Video and the "Live" page to watch favorite anchors to meet fragmented entertainment needs;

• Content creation and sharing: Ordinary users upload life vlogs and talent videos, and creators publish original content to accumulate fans and create personal IP;

• Social interaction in the same city: Discover the works of nearby users through the "City" page, participate in regional topic interactions, and expand offline social connections;

• Live interaction and reward: Users enter e-commerce live broadcasts to purchase products, enter entertainment live broadcasts to watch performances, and use fast coins to reward anchors.

Applicable population:

• Ordinary users: The public group who needs to watch Short Video and watch live broadcasts for entertainment every day;

• Content creator: Individuals or small teams who hope to share life, show talents and accumulate fans through Short Video and live broadcasts;

• Live anchors: Live broadcast practitioners engaged in entertainment, e-commerce, knowledge sharing and other fields, relying on the platform to obtain traffic and monetize;

• Users with regional social needs: Users who want to expand nearby social networking and participate in local topics through the "same city" function.

Unique advantages:

1. The operation is simple and easy to use: content switching (keyboard/wheel/buttons) and function entrance (upload/recharge) are intuitive and have no complex operations, so new users can adapt quickly;

2. Balanced social attributes: Take into account "personalized recommendation"(social interest) and "attention/city"(relationship chain and regional social) to meet the content discovery and interaction needs of different users;

3. Multi-terminal adaptation: The Web and mobile terminals (including lightweight versions) are synchronized, allowing users to seamlessly switch between different devices such as computers and mobile phones to adapt to diverse usage scenarios;

4. Comprehensive ecological coverage: From content consumption (swiping videos/watching live broadcasts) to creation (streaming videos), to monetization (Live streaming tipping), a complete user ecosystem is formed to meet the needs of different characters.