ByteDance, which has always kept a low profile on launching new products, has recently brought in independent apps for headline searches, announcing the official entry of new players from search engines. Headline Search is already on the market in the country’s mainstream Android app market, but it hasn’t been advertised as much as most byte-system apps. It can now be downloaded and installed, and we’ve had the experience in the first place.
Launching a flash screen will show the headline search slogan “the first one is what you want to search”, may mean that the headline search can accurately display the search results corresponding to the keyword, or may mean that today’s headline machine learning distribution mechanism has reached the point where it can accurately learn the needs of users.
Unlike the relative simplicity of a preemptive web page headline search with only a search box (followed by a live hot search display), the front page of the headline search app uses an information flow interface that is almost no different from today’s headlines, only making the search box more visible. This is somewhat similar to baidu’s current design, which is also the top search box and information flow rendering.
Headline search now has a certain search ability, can give relevant search results for keywords, or for the calendar, weather, mathematical operations, topics, books and other special keywords directly give the corresponding results. Close to mainstream mobile search applications, there is also plenty of room for improvement.
In terms of search results, headline search prioritizes content from within the byte system app in some cases, and today’s daily headlines, interactive encyclopedia pages, answers to the Answers, and external results that feature the word “whole web.” Headline search is basically in line with the mainstream mobile experience, and there are some differences between the whole-network search engine in traditional cognition.
In addition to guiding in search results, the bottom navigation leaves “video” and “small video” for watermelon video and shake sound (with shaken volcanic version), visible video content in ByteDance’s status. There’s no obvious entrance, but my bookshelf appears under the “My” page, which is expected to open up with the tomato novels that have recently stepped up.
In general, the current front-page search app can be seen as a remake of today’s headlines, which provides features that have been found in front of the previous, only visually enhancing the importance of the search box. It’s not surprising that the headline search capability has long been reflected in today’s headlines, and there is no room for differentiation for independent search applications.
ByteDance won’t let go of revenue opportunities for searches
Since stand-alone applications are not very different from previous comprehensive applications, why should the headlines be introduced as a stand-alone product? After the mobile Internet became the mainstream of the Internet, search engine narrative with the popularity of mobile application experience and the spread of the solution, why byteDance and other competitors are still in a pile of search?
This may have something to do with byteDance’s desire to gain revenue from the search. The value of search engines as traffic portals, the value of packaging and distributing content to users, and the value of occupying search engine highlands in information distribution strategies, the 2019 headline series proposed the “one-way concept”, in which the search engine is located at the long end of the distribution mode.
Search engines have been a huge amount of traffic, into the era of navigation station prevalence, or the rise of the mobile Internet after the same. Even with personalized push-through slots spread across almost every app, there are still plenty of people who tend to get content through the search box, which is a must-see for the relatively more traffic-dependent profit-making approach of the byte system.
According to CNNIC’s 44th Statistical Report on the Development of china’s Internet, the number of search engine users in China continued to grow as of June 2019, reaching 695 million, accounting for 81.3% of all Internet users. The energy of the search engine is also reflected in Baidu’s financial results: revenue in 2019 reached 107.4 billion yuan, of which search engine-related online advertising accounted for 72.7%.
The ability to search for headlines has long been in today’s headlines, but most users don’t see it as a full-strength search engine, just an in-app search capability. The independence of the headline search brand also helps to make users aware of the product, thereby enhancing the competitiveness of the advertising business.
After years of development, ByteDance now has a fairly large pool of content: headlines in the media and from the media to provide graphic content, watermelon video information video, entertainment content, as well as the Spring Festival show a wave of hot film and television programs, Shake sound as well as shake sound volcanic version covers the first and second-tier city youth and sink the market multi-age user short video and so on.
However, byte system applications have not yet appeared a single application will appear from all application content, after all, there are differences in content positioning, push engine alone can not be perfectly distinguished. If you want to break down the barriers of content distribution, search engines are the quality form of this task, providing user demand for content is more important than inappropriate.
Search for any keyword, including but not limited to graphics, questions and answers, encyclopedias, novels, audio, video, short video, live content, for users to help improve search efficiency. The opening of headline searchtos to the entire network is also likely to drive external collaboration with byte systems, releasing the energy that lurks in hundreds of millions of users.
ByteDance’s “Fame” is known to be the most personally personalized distribution used in today’s headlines, with targeted content being pushed to increase the length and frequency of activity by learning about individual sethes. Byte system applications have gained a great deal of momentum because of their great growth momentum, and today’s headlines, short-pitched videos that can become the leading role in the track are inseparable from content distribution.
ByteDance also recognizes that personalized distribution inevitably has the side effect of the “house effect”, and that people will only receive what they are interested in or like, closing the way for receiving other information. Today’s headlines have made a number of attempts to diversify push content, and the introduction of headline search is also a big focus.
Search aggregates a variety of content, the user’s perspective on information is more open, and it can be compared to the screening of multiple information obtained at the same time, and ultimately improve the efficiency and quality of information obtained. Distributing associated results increases the density and value of information, which ByteDance believes is the best way to achieve today’s headlines with its “universal information platform” mission.
New search engines need to face strong competitors
As a search engine, providing as many accurate search results as possible is the inevitable direction of the headline search, but at the same time the basic skills need to be solved, there is also how to compete with competitors in the market to seize the user’s required course stoa. The search engine market is not like information clients or short video, there have long been highly qualified and powerful rivals.
Unlike a decade ago, Baidu and Google competed fiercely in the search engine market, Baidu is now the search engine market leader, with both desktop and mobile shares exceeding 70%. Providing search results, content distribution, and functional programs on the mobile side of the composite form, but also let Baidu in the mobile era has a moat can not be ignored.
In addition to Baidu, Sogou, Shenma, 360 respectively occupied the remaining share of the search engine market, and through its application of diversion, mobile phone manufacturers to cooperate in customization, navigation station steering and other ways, and constantly improve market share. Although it has not been able to create an advantage on the desktop, the shape of more elements in the mobile era has allowed these search engines to continue to grow.
The Tencent behind Sogou, Alibaba behind Shenma and 360 are not Internet makers that will easily give up the important entrance to search engines. So in the future visible period of time, not only Baidu to think about how to deal with these challenges, headline search also need to find opportunities to break through.
Alibaba has even launched a “next-generation” search app for market segments, the quarks that were originally launched as browsers. After many iterations, it has been able to directly give search results, intelligent display of content, image search, voice interaction and other features, from more dimensions to simplify the search method to meet the needs of users.
WeChat is also a competitor to the headline search, and now has a similar pool of content to ByteDance: public articles, videos, QQ music, small programs, video number content, and WeChat almost does not provide content indexes that can be found internally, becoming a “blind spot” for search engines.
The large-scale promotion that byte systems use may allow headline searches to reach many users’ phones, as other products do, but to retain users and translate into actual digital and advertising revenue, there are more ways to provide differentiation and advantages. This is also the trend of popular mobile Internet applications in recent years, providing different fresh value more attractive.
At this stage of the promotion of headline search is also “old-fashioned”: according to multiple media reports, Xiaomi’s mobile phone’s built-in browser has begun to make the headline search as the default search engine. Pulling mobile phone manufacturers to pre-install the system entrance is certainly effective, but to keep users from switching to other search engines, but also in the search results of the breadth and precision of effort.
No matter which area of history, whenever there are powerful new characters are likely to usher in a change, as was the case in the smartphone market a decade ago, the search engine, an ancient Internet service, has welcomed new players.
At this stage, we do not see too many end-of-the-line headline search, what kind of differences and trends will bring? That’s what ByteDance has left to the Internet for the next few quarters and years.