The Evolving Landscape of Online Information Consumption

The proliferation of short-form video content is fundamentally altering the creation, distribution, and consumption of information on the internet. These concise, often 15-second videos are no longer solely a source of entertainment.

Platforms like Douyin and Kuaishou in China demonstrate this shift, offering users access to daily news updates, cooking tutorials, English language practice, job opportunities, and a vast array of information.

The Rise of In-App Search

Despite the increasing reliance on algorithm-driven video recommendations, a significant number of users still desire the ability to actively search for content. Recognizing this need, Douyin integrated a search function in mid-2018.

This feature has experienced substantial growth, reaching 550 million monthly active users over two years. Considering Douyin reported 600 million daily users in September, its monthly active user base is likely even higher.

Douyin's Search User Base Competes with Baidu

Kelly Zhang, the product manager instrumental in Douyin’s success, recently revealed the search user figure on her microblogging platform. Traditionally, Baidu has dominated the search landscape in China.

As of December, Baidu’s primary app boasted 544 million monthly active users, indicating that search activity on Douyin is now comparable to that of Baidu.

A Vision for a "Video Encyclopedia"

Zhang’s statement highlights Douyin’s ambitious goals for the online video sector and information access. She expressed her hope that Douyin will evolve into a comprehensive “video encyclopedia for human civilization.”

In this vision, video search serves as the essential index, providing a gateway to knowledge and answers.

Investment in Search Capabilities

Douyin is actively expanding its search team, with plans to hire for research and development, product management, and operational roles in the coming year, following the Lunar New Year celebrations in China.

This increased investment underscores the platform’s commitment to enhancing its search functionalities.

Short Video Search Gains Popularity

Data from Jiguang, a data analytics firm, reveals that short video platforms are now the second most popular method for Chinese users to conduct online searches.

This places them ahead of social networks and e-commerce platforms, trailing only general search engines like Baidu.

Challenges to Baidu's Dominance

Baidu’s traditional dominance in search is being challenged by the “walled gardens” created by major Chinese tech companies, which restrict access to their sites and data.

This situation negatively impacts user experience but creates opportunities for vertical search engines on platforms like Douyin and Alibaba’s Taobao, potentially boosting advertising revenue.

ByteDance's Strategic Expansion

ByteDance, the parent company of Douyin and TikTok, initially gained prominence through its effective use of machine learning algorithms to recommend content via services like Toutiao.

This successful model prompted competitors like Baidu and Tencent to adopt similar algorithm-powered content feeds.

ByteDance’s foray into search represents a logical and intriguing progression, completing its digital media ecosystem by offering users both algorithmic recommendations and traditional keyword search options.

Users can choose to rely on machine-generated suggestions or actively seek information using specific search terms.