Nowadays, it seems that it is a way of life to check hot news through weibo hot search. A few days ago, the topic “CCTV sued instant APP” topped the list of hot searches on Weibo. After the hot search, netizens began to debate, “What is Jike APP?” “, “The Instant from Instant Electrophonic?” .

Practice is the only criterion to test truth. In order to find out why CCTV sued Jike, many netizens specially downloaded jike APP to find out.

It was discovered that Jike APP belongs to a news and information platform, which was established in Shanghai in January 2015. This APP, with no AD placement and accurate push, focused on the interest community of young people, became a “darling”. Jike’s audience is younger, and the post-80s and post-90s are its potential audience.

The CCTV lawsuit against jike’s hot search event on weibo is more like a “blessing in disguise” for jike. In just one day, jike has increased a lot of exposure and greatly enhanced its popularity. Many people even joked, “Even if CCTV loses 5 million yuan in the end, it still makes money immediately, because THE advertising cost of CCTV prime time is nearly 10,000 yuan per second.”

However, after careful consideration, we will find that jike APP has been developed for four years, why we still can’t see its channel of cash? What’s the problem?

Immediate worries: Weak social connections, missing short videos

Iresearch data statistics, as of December 2018, jike monthly independent device number reached 1.91 million, a month-on-month increase of -3.3%. The sequential negative indicates that instant users are losing the phenomenon. By analyzing 3.3% of the loss, it is found that the reason still lies in Jike itself, which is also the key reason for jike APP not to take commercial road.

First, the community is not very interactive.

Jike’s original intention is to be a community of interest for young people and share their views and feelings with more people. Sharing instant did, but it didn’t seem to really complete the community communication, the community communication.

Compared with strong social software such as wechat, wechat focuses on establishing communication between users and designing product functions with user social interaction as the center. However, Jike APP is different. Jike focuses more on interest recommendation and sharing, followed by communication and exchange platform. In other words, users share their interests dynamically to a certain interest platform, but the communication between users is relatively weak.

It is not difficult to see that the communication between users is not strong, or the purpose of community communication is not achieved, will bring bad experience to users. If users can’t get the demand experience they want, they will naturally migrate to the next interest community platform that can provide strong communication. At the same time, the lack of effective communication between users will also obstruct the realization of Jike APP.

Second, miss short video outlet.

The popularity of Douyin and Kuaishou has reached a well-known degree, and the short video market stands on the air of dividend. Even Weibo cannot help but take short video as one of the main functions in the latest version of the previous version, in order to get gold in the golden pool of short video. But none of these instant apps seem to see? Or have you already seen it, but haven’t found a suitable opportunity to introduce short videos yet?

No matter what the reason is, for the young Jike, it is already a little late, because the short video players come from almost all walks of life, the competition is extremely fierce, jike APP will be difficult to enter now.

Therefore, analyzing the problems existing in Jike APP from the perspective of users’ needs, the lack of sociability and missing short videos in the APP caused user loss to a certain extent. So there is no room for jike APP to grow? Not necessarily, manage the platform jike APP still have the opportunity to create a great story.

Serving young people well is key

Perhaps we can predict whether jike APP’s data will increase along with its exposure after the CCTV lawsuit.

To say the least, traffic has brought Jike and jike has indeed gained a lot of users. However, it should be noted that managing the platform well is the key to long-term development. Here are some suggestions on how to manage well.

The first step, do a good job of market positioning, grasp the user psychology. With its current positioning in the market, it is more targeted at young people, taking young people with a wide range of interests as a starting point to create an interest community for young people. Although it is still in the exploratory stage, the user volume is still in the mature stage, but since it has been immediately determined to take the young people’s route, then we should stand in the young people seeking change, seeking new Angle to adjust the strategy appropriately, cater to the taste of young people, improve the user viscosity.

In this view, it is advisable to learn Douyin immediately. In the early stage, we should focus on building interest communities for young people in the first and second tier cities. When the users reach a certain viscosity, we should go down to the third and fourth tier cities to increase the user volume. Because only accurate positioning, find the target market, in order to carry out the strategy step by step.

Therefore, following the original intention of Jike APP to be a community of interest for young people, we should draw a circle with young people as the center, and build the community in a fixed area first.

The second step, content is king, take its essence, discard its dross. That is, good content to promote, secondary content to do a good job of supervision. We all know that jike APP is popular among users because of its accurate push, but it is likely to push success or failure.

Users of Jike APP have a high degree of personalization, and the speech on the platform is relatively free, which is mainly reflected in the self-editing content of jike APP users. Although there have been no reports of vulgar content on Jike APP so far, it does not mean that it will not happen in the future, and once such negative news is exposed, it will inevitably damage the hard-built image to a certain extent. The bad effect brought by this is bound to cause the selection of immediate content to mix, even may lead to bad money drive good money.

At present, most users on Jike APP have the ability of information screening and sorting, and have great pursuit of in-depth reading. Therefore, once such users find that the content deteriorates, they will be more likely to seek the next interest community platform that can meet their reading needs.

Therefore, content supervision is what Jike APP must do and what it will have to do in the future. Only on the premise of good content management and promotion of high-quality content can it improve user viscosity and expand market share.

Put aside jike’s own problems for the moment, jike is still relatively conservative as news and information apps have been launched and developed crazily, and players of Weibo, Zhihu and Tieba have already divided the market. Market competition is extremely fierce, jike APP to stand out, should also make appropriate adjustments along with the market.

Business must be done, but in many ways

Both the news information platform and the interest community platform are ultimately profit-oriented. Take Microblog as an example. At the very beginning, microblog was just an information platform, providing hot news dissemination. However, as the user volume grew and reached a certain size, microblog began to introduce advertisements, so as to achieve more commercial purposes. The popular Internet celebrity economy is the creation of micro-blogs.

Therefore, many people speculate whether Jike APP is also the same “routine”. It first accumulates users in the early stage, and when users reach a certain mature volume, they will start paid push according to the characteristics of accurate push. Although payment for knowledge is no longer popular, payment for push is an unprecedented market, and in terms of instant positioning among young people, most of the post-80s and post-90s are still willing to pay for high-quality push.

Moreover, the possibility of advertisement placement in Jike APP is very high. Looking at all the apps today, there is almost no one without advertisements. If there is, it is most likely that the accumulation of users in the early stage is not enough. For example, apps like Jike mainly focus on content in the early stage, accumulating users and improving user viscosity first, and then considering the implantation of advertisements later.

As a matter of fact, Jike completed the advertisement implantation on Hunan TV’s Happy Camp on September 9, 2017. After the advertisement implantation, Jike’s ranking on the APP Store rose rapidly. From September 9 to September 11, jike APP rose from 1,456 to top 130 in just two days. It can be seen that advertising is attractive and promotional for Jike APP.

Whether it is with the recent “quarrel” with CCTV, or through the AD placement of popular variety shows the significance of advertising to Jike APP. That is to say, advertising should be an essential strategy for immediate commercialization in the future to go further and more smoothly.

In addition, it is familiar to talk about big data in 2019, but not all enterprises and platforms that mention big data can use it well. Back to Jike APP itself, its property is a news information APP, and then it is a community platform focusing on the interests of young people.

Therefore, aiming at this attribute, Jike APP may invest more technology to optimize the integration of big data, so as to provide users with more accurate information. Because only by retaining users, it is possible to transform into more business value, and users are indispensable conditions for the embodiment of business value. The ultimate goal of doing a good job in big data is to achieve more immediate commercialization and refine higher commercial value.

In general, jike APP’s future path seems to be quite clear, that is to strengthen technology to integrate big data to do a good job of precise segmentation push, while promoting through advertising marketing. In any case, immediately should be out of their own characteristics, go well, perhaps also can become a good story.

Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network