Image source @ Visual China
Text | Old lining
Just after the end of the holiday, ByteDance's interest reading product "Zhi District" has caused quite a stir within a certain range, and many product managers are looking around for the invitation code of the Zhi District, looking forward to seeing the style of the Zhi District, and in the depths of everyone's heart, perhaps more hope that byte-based new products can make some waves for the current Internet stagnant water.
First, there are not many functions, and there are many ideas
Because the knowledge area is currently an invitation system, students without an invitation code can not experience it when downloaded in the application market, so before expanding the personal views of the old lining, first simply popularize the functional design of the "knowledge area" product.
1. The core function of the knowledge area is a public discussion area similar to the WeChat group or Tieba group, users can create their own knowledge area, you can also join or browse the knowledge area created by others, and you can only browse and not speak before joining the knowledge area.
2. All users in the join zone can post and post links, and the district chief (creator) can set up a robot bot to customize the posting from the feed (today's headlines).
3, the interaction design is very weird. The left is a typical Android-style drawer, and the function weight of this drawer is huge, creating and discovering the recognition area is here; the head pulldown has a negative screen, this design is not like the old lining of such a person, ordinary users are difficult to find, and the negative screen function weight is also very high, you can see the recognition area members and subscriber settings, similar to the "settings" column of conventional products.
4. At present, the authority of the district chief is very limited, and he can neither kick out the members, nor delete the posts of the members, but can only report.
5. There are 3 menus at the bottom. The first is also to open the App's default landing page is to enter the recognition area; the second is recommended, similar to WeChat to take a look, the content inside is mainly recommended by the official algorithm; the third is lit, the function is currently similar to the collection, mainly to view their own lit posts.
6, there is no interactive difference between apple system and Android system, are drawers and negative screen, computer web design is similar, but the top of the "expand" and "set the recognition area" two button prompts.
This is basically all the functions of the current recognition area, at a glance, it is a product that seems to have few functions but many ideas.
Second, the emergence of social recommendation
At present, there are many product discussions for the recognition area, and everyone guesses that the knowledge area may be a benchmark bar, instant, light mang, Clubhouse, Matters... There is everything that can be said, but the old lining's point of view, the zhi district may be more to receive high-quality creators of the WeChat public account at present. Why such a conclusion.
First of all, weChat public account in recent years is an indisputable fact, WeChat in order to force the video number, all aspects are snubbing the public account, coupled with the macro environment is indeed not good, a large number of high-quality text authors, WeChat can not find another better code word platform, can only choose to gradually silence or direct loss.
Secondly, today's headlines, Baijia number and a series of algorithm recommendation platforms, there is no private domain ability, no matter how many fans can not achieve value, and it is mixed with a large amount of inferior content, good works are basically submerged, so although these platforms have a lot of user traffic, but there has never been a popular brush screen article like the public account, so these platforms have never been the foothold of high-quality authors.
Coupled with the fact that the algorithm recommendation platform has always been to attract creators through reading subsidies, text content is no better than short videos, with the subsidy decreasing year by year, those "self-media village" content porters have no enthusiasm, everyone is turning to the short video track, so the number of platform content recommended by these algorithms will inevitably collapse.
Finally, the quality of text authors is different, most of the authors are professional writers, rarely change careers, although they have lost a lot, but still support the massive number of users of the WeChat public account. Therefore, the intention of the recognition area is very clear, and the core function is also obvious, that is, social recommendation for high-quality content. On the one hand, through social recommendation to make up for the shortcomings of today's headlines without private domain fans, on the other hand, the subscription source is still today's headlines, attracting high-quality authors can make up for the lack of content on today's headline platform, and further dig the corner of WeChat with two prongs, and directly make the zhiqu district into a high-end version of the WeChat public account.
This area of consciousness with a mission came into being.
Third, the possibility of the future
Finally, the future of the next area is likely, that is, the value of the product to the end user.
1, from the functional point of view, to a certain extent, has the atmosphere of WeChat group + circle of friends, assuming that the role of the district mayor is positioned as a content KOL, then the future KOL and fans of communication will certainly be more convenient than the public account, which is attractive to most KOLs, because after waiting for so many years, finally there is another creative platform with private domain capabilities.
2, from the scene point of view, the social scene of the area is more open than the public account, similar to the post, so the content of the area does not need to be like the public account to open the list to reprint, which will greatly enhance the reading volume of the article, but how to link the reading volume of the area and today's headlines, how to prevent the content copyright from being moved? These ecological functional designs need to be improved.
3, from the perspective of fan operation, KOL can not only create a recognition area, but also can do fan linkage with other KOLs, make the operation simpler, and even plant grass with each other, improve monetization ability, etc., which have no barriers in function and are very friendly to content producers.
4, from the perspective of content producers, it is the role of the mayor, the mayor is not necessarily just a KOL or content producer, in fact, there are more roles of imagination, such as similar to the theme forum creator of Tieba Bar, or the same fan operator as the WeChat group owner and so on.
5, from the current design of the product, visual interaction is very concise, which means that the end user positioning of the district does not have the tendency of the town outside the fifth ring road, it seems to be the same boutique route as the WeChat public account, which further verifies the viewpoint of the benchmark public account, and at the same time, the knowledge area has not been through plagiarism, but through innovation to compete for the product tone of the public account.
Of course, what the future of the district will be, we have to see.