Tencent's new version of QQ-QIM: young people's Kuaishou + Weibo + Snapchat

Tencent simply developed a new version of QQ - QIM, which focuses on short video dating for young people Original title: don't come to play if you are too old. The new QQ is young people's Kwai + Weibo +snapchat

the pressure of old QQ product reform has been great. They have previously launched a professional version of QQ for working people - Tim, and now the internal test of this QIM is aimed at young people who are more expressive

because you won't play QQ when you grow up, Tencent simply developed a new version of QQ -- QIM, which focuses on short video dating for young people

this product, which is still in the internal test stage, can be said to be the most concise QQ in Tencent's history. Opening this software will directly enter the video shooting interface, and all kinds of special effects, filters, music and beauty of acousto-optic effects are also available

count carefully. There are only three entries at the bottom of QIM, including chat, camera and daily trace - that is, QQ's own short video entry

qim

as you can see, it's the feature of this QQ to let you take short videos to express yourself. It even cuts down the function of QQ space. To some extent, you can share these short videos as a new version of QQ space.

there is no doubt that QIM will remind us of another young people's social product snapchat far away from home. It doesn't matter if you don't understand this social giant that has been listed this year. Its core product is the third board Axe:

the first is the basic IM chat function, but it is more encouraged to send a video to express yourself

the second is the personal display short video that burns after reading for 24 hours, that is, the so-called story. You can understand it as snapchat users' own circle of friends, which is only visible in one day and can only be seen by video

the third is the discovery function. You can understand it as snapchat's wechat official account, which is mainly handed over to the media to produce content, but the content is also visible in one day

snapchat

the outside world looks at snapchat, focusing more on its burn after reading and bizarre filter function. But looking back at its essence, you will find that its biggest feature is that it integrates three levels: private chat scenes, semi public sharing scenes for friends, and completely public media scenes. Although its stock price has not gone well after its listing, no one can deny that snapchat, which takes video as its entry, is the next generation of society The potential of the Internet

previously, a wave of snapchat imitators in China failed one after another, from blink, now! From the direct attempt of in, Momo, Meitu and other large and medium-sized companies, the core is that Tencent is too powerful. No one has no money and resources. Basically, it is an ant trying to shake the tree. Until Tencent launched QIM on its own, China's own snapchat has changed from a pseudo concept to a new concept worthy of consideration by capital, entrepreneurs, and every ordinary user

of course, if you understand QIM as a Chinese version of snapchat with its own user base, it will simplify the complex problem

the old QQ has imitated the function of burning short videos after 24-hour reading from snapchat, but this function is submerged under the complex and huge QQ, and there is no more clear entrance to attract attention

and the more critical thing is that there is still a threshold for Chinese people who are not good at expressing themselves by sharing their lives in the way of video. The setting of burning after reading basically can't settle the content, and the final result is that no one plays the day trace function of QQ

qim's corresponding solution is to castrate all content that affects video expression and completely purify it into a video centric product; And it also puts the burning after reading behind it, so that the video can be recorded and preserved for a long time - which is somewhat similar to Kwai and Tiktok

qim's daily trace function

in specific chat scenarios, direct short video expression is also encouraged in this version of QQ.

QIM in the chat scenario

of course, these are the changes directly displayed by QIM. The hidden change is that QQ has become an open social network product, and it has become a" Weibo "of the fan attention system 。

it has a specific video square to collect the contents of various themes, which is equivalent to a centralized distribution entrance; It also has a system of automatically recommending friends, allowing you to connect with more strangers; The core is that it has the settings of attention and fan system. You can not only have your own QQ friends, but also have your own fans and follow your favorite video bloggers

the direct impact of this is that when people talk about QQ in the future, the first thing they think of may be the video big V on QQ; For penguin Empire, which has abandoned Tencent Weibo, a public social networking product, QIM shows the possibility of cutting into social media networks from the field of video

unlike wechat, which is still in the growth stage, in the newly updated Tencent Financial Report, the monthly active account of the elderly QQ has decreased by 5.4% compared with the same period last year. The pressure of product change has always been great. They have previously launched a professional version of QQ for working people - Tim, and the QIM now in internal testing is undoubtedly aimed at young people who are more expressive

the question is, will young people like QQ like this

editor: Mary