Some time ago, iQIYI released a new version. Among the many functions, the author found that there is a small function that has been optimized; this function was first launched about 3 years ago, and several version iterations have been experienced during this period; the author will give you the chronological order. Analyze what is the logic behind each revision.
First, the first online
After the long-press preview function is online, the user opens iQIYI for the first time, under the recommended channel on the home page; the first video cover of the hit drama will display the prompt text and gesture guidance animation of "long-press country email list preview" (the specific guidance animation will be shown below. exhibit).
After long-pressing the video cover, the preview video will be played quickly; the video titles are centered at the top, and there are function buttons for bookmarking and watching the main film below the video playback window; click to watch the main film to jump to the video playback page, click the upper right corner The sound icon can be muted, tap an empty space to exit.
2. Functional logic
According to the published data, in 2018, the usage time of short video users was 726.7 billion minutes, an increase of 471% over the same period last year; online videos only increased by 9.1%, and the usage time was 761.7 billion minutes; iQIYI's long-press preview function was launched The time is July, and it is believed that the feature is a response to this trend.
For iQiyi, which is in the first echelon of video sites, the biggest competitor is no longer other video sites, but short videos.
The time for users to use their mobile phones is limited. If they are used to short videos, will they still watch long videos?
The activity of short videos is increasing day by day, and the way people receive information is becoming more and more fragmented.
The videos previewed by long-pressing are all small videos within one minute, which is in line with the fast-paced browsing habits of users. The fragmented time of the user can be utilized to increase the usage time of the user.
The preview videos are created by iQIYI's professional editing team and are all highlight clips that can attract users' attention. Increase the exposure of episodes (Note: Only a small number of episodes in the original version support long-press preview).
Since the preview function reduces the cost of users, users are more willing to learn about other dramas, which can play a role in draining long videos.
3. User experience
From the user's point of view: the long-press preview function solves the following three user pain points:
1. Reduce time cost
Non-member users who want to understand a long video need to spend at least tens of seconds watching an advertisement before they can get to the point; in today's fast-paced life, many users give up browsing because it takes too much time to watch advertisements.
However, removing advertisements goes against the platform's business strategy, so the long-press preview function saves time for users under the established platform strategy.
2. Reduce traffic loss
What if it is a player who rushed to the membership?
Although there is no advertisement blocking at the beginning, when users browse long videos in a non-wifi scenario, the system will prompt the user "non-wifi network, this video has about xx traffic" because the long video itself is large and consumes a lot of traffic.
Therefore, it is impossible for users to browse freely like Douyin (except for those with a lot of traffic); and the preview video itself is very small, and secondly, the system does not prompt the user how much traffic is consumed, so the traffic consumption of the user's browsing video is reduced.
3. Improve browsing efficiency
The previewed videos are all highlights of the show, not complete long videos. The duration of the videos is less than one minute; users can make a choice in a short time - favorite it or play it directly if you like it, and quit if you don't like it. ; The user can make a judgment in a short time.
Due to the above reasons: it also has a certain positive effect on promoting users to browse dramas other than their own interests.