多闪下载量超过100万，我们找到了它的增长方法 – 36kr
What happened: Bytedance’s latest product, Duoshan, is a social networking app that builds off the success of hit short-video platform Douyin. Only two days after it officially went live on iOS and Android—a trial version had previously been released for Android and a limited amount of iPhone users—it surpassed one million downloads. It also topped Apple’s China App Store charts in the free app category, although its ranking has since dropped.
Why it’s important: Duoshan’s rapidly growing following can be attributed not only to its massive Douyin community but also to a cash prize campaign that rewards users for chatting in-app. Those who send messages get a daily chance to enter a lucky draw, with the cash pool for prizes expanding by a significant RMB 500,000 (around $73,000) each day until Jan. 27. Despite campaigns and advertising in Chinese phone app stores like Oppo, Meizu, and Xiaomi, however, being blocked by dominant social platform WeChat may be a major barrier to growth. In addition, with a recent update, WeChat added its own short-video feature, showing that the chat app isn’t ready to yield to live-streaming competitors just yet.