To understand Kuaishou, you must first understand what is a "social average person"?

The social average person is a concept revealed by Kuaishou CEO in an interview. He said that Kuaishou treats the entire Chinese society as an average person.

The composition of Chinese society is extremely complex. There are super rich, first- and second-tier white-collar workers, third- and fourth-tier young people in small towns, and silent farmers. Add up the characteristics of all 1.4 billion people and then proceed. Average, the characteristics left behind are that of the average person in society.

In a company, there are eight men and two women, including two born in the 1980s, six born in the 90s, and two born in the 00s. The average person in the company is a man born in the 1990s. When we evaluate, we will say: The company is very young and very masculine.

The average person in society is Kuaishou’s portrait of its mainstream users. In today’s social structure, third- and fourth-tier cities have the largest population base.

The average person in Kuaishou society is young people from third- and fourth-tier cities, commonly known as diaosi youth on the Internet.

Kuaishou has spoken out, saying that its largest user base is in first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen. We analyzed Kuaishou’s Baidu Index in the past three years and found that Henan, Hebei, Shandong and Beijing, Shanghai, Guangzhou and Shenzhen had obvious alternations between summer vacation and Spring Festival.

People are from third- and fourth-tier cities, and they only gather in first-tier cities because of work or study. Then we also verified this judgment from the side.

Everyone says Kuaishou is vulgar, and yes, this is the image of the average person in this society. Every year the Spring Festival Gala is criticized by netizens as a dog, but every year it is still the same rural temple fair style. Do you think the director is so stupid?

If the whole country wants to celebrate together, we can only design for the largest number of people. Only a few million people can understand the freshness, elegant appearance, and high-pitched music. What will happen to the remaining 1.3 billion people?

Kuaishou’s latest slogan is “Record the world, record you”. From China to the world, Kuaishou went overseas and developed quite well in Southeast Asia.

When I go home during the Spring Festival, friends often ask me to introduce how to shoot a video. I have introduced all the mainstream apps on the market. Kuaishou is the only one that anyone who knows how to play with a smartphone can use.

Regardless of whether he is male or female, old or young, as long as he can use a smartphone, he can quickly learn to use it quickly!

Gao Xiaosong YY said in future tense: Every technological advancement improves the living standards of the people at the bottom. It’s hard to say whether it will continue in the future. At least the current mobile Internet has this effect.

Kuaishou has expanded the boundaries of the video production crowd and allowed the penetration of video shooting to a very deep level. Just as Toutiao has improved the efficiency of content distribution in the entire industry, it is an undisputed contribution.

Kuaishou’s latest data is 36.82 million daily active users and 100 million monthly active users. In the privacy of the average person in society, Kuaishou is still the invincible and loneliest person.

For today’s content creators, they can look down on the third and fourth tier markets, but no one can ignore the majority of young people under the age of 24.

Kuaishou’s success is not only due to its insight and persistence in “social average people”, but also its outrageously simple product form.

A friend asked in Maimai: How did Kuaishou decide on the homepage that will remain unchanged for thousands of years? So ugly, yet you never change?

Kuaishou official students replied: We actually changed the homepage design, but the data was not good when it was released. After several tests, the style was stabilized. We have also designed an exquisite page style. After implementation, the data dropped completely. The homepage is actually the user's choice.

Open Kuaishou. There are three tabs and two icons on the homepage. Follow, Discover, and In the same city correspond to the people I care about, the things I am interested in, and the people around me.

The three horizontal lines on the left are the personal homepage, and the camera on the right is the video shooting button. The camera is normally in 7-second mode. Click three times in succession to record a 60-second video. Press and hold to enter 17-second mode.

Combo clicks and long presses are hidden modes that most people don’t know about.

Toutiao once said: Short videos are the next generation of graphics and text. Kuaishou never said this, but it implemented it most thoroughly.

You can post a single picture on Kuaishou. If you double-click 666, the single picture will still be popular. In addition, the video is split into consecutive pictures during Kuaishou editing.

Splitting videos into pictures and then editing them is a method inherited from animations. Compared with video editing, product design is lighter and faster.

This is how we look at the dazzling and flashy covers. It doesn’t matter if you don’t know how to cut videos, as long as you can edit pictures.

The production level of the average person in society is limited, so Kuaishou’s product design is simple and light. Because the average person in society is an abstract image, Kuaishou has always been a technology company driven by algorithms and products.

Kuaishou, like Toutiao, is an intelligent recommendation algorithm. The form is the same, the connotation is different, and the development path is even more different.

Due to the standardization of information news, Toutiao maximizes the efficiency of distribution. Users are sticky to the platform but not to content producers.

When users visit Toutiao, it is like a canteen. When they enter, they can eat without caring which chef made it.

The Kuaishou community is simple and crude, but it has achieved a connection between producers and consumers. We did experiments and collected a batch of well-made videos of beautiful women and posted them. The number of reads was very high at the beginning.

Later, users discovered that it was not a real person but just an editing, and the veterans were acting like birds and beasts one by one. No matter how beautiful the video is, no matter how novel the jokes are, they are nothing compared to the girl next door showing up and yelling twice.

According to reports, when Su Hua and Cheng Yixiao decided to partner, they set some basic principles of Kuaishou: for ordinary people to use, not star-oriented, not to promote celebrities, and to be invisible. hand.

Su Hua said: I hope users care about the content naturally generated by Kuaishou, rather than what our platform supports or promotes.

For a long time, Kuaishou’s operation has been product-driven and user-selected. Kuaishou officials have never had any contact with MC Tianyou, who is known as Kuaishou’s number one celebrity.

In mid-May, there were rumors on the Internet that a competing product was poaching MC Tianyou for a sky-high price of 20 million yuan. Kuaishou’s partners responded: I feel that the funding is a pity for our friends. This direction is completely wrong.

Kuaishou officially does not operate it, and it does not mean that it is just a piece of cake. On the contrary, precisely because of the official inaction, Kuaishou experts have spontaneously carved out a vast world.

For the purpose of research at the end of last year, I added more than 200 Kuaishou masters at once, with more than 100,000 fans. Plus, I regretted it after a short time. It was really unbearable, 70% of the time. They are all micro-business.

Their methods are simple and crude, and it is a must-have for everyone in your circle of friends. It is expected that after you are almost blocked, I will add you to the fan welfare group and continue to post advertisements in the group. You will ignore the group advertisements and continue to post game advertisements point-to-point.

There are rumors in the world that Kuaishou Masters do not make money. Indeed, the official did not pay a dime. The newly launched live broadcasts are also extremely restrained, and the most expensive gifts are not as valuable as drizzle on other platforms.

But with a huge micro-business organization behind it, how much economic profit will this system generate?

God Bless left as soon as he left, and there was no official pity. For Kuaishou, people who become famous are not average people in society. Just like the paradox of the democratic system, parliamentarians represent the people before they are elected, but they no longer represent the people once they are elected.

In addition to micro-business, masters have also spontaneously formed semi-alliance organizations such as "Tian'an Society", "Ma Jiajun" and "Baby Club", with masters and apprentices, tubas and trumpets, leaders and elders, etc. The buried love family gathers here.

Never underestimate the wisdom of working people. Apart from BAT, Kuaishou has its own ecosystem. I think this is something that most people have not thought of.

Kuaishou is very rough, and there are rivers and lakes in the rough.