Research On Content Operation Of Tangdou APP

Tangdou APP is a mobile application that focuses on square dance content.Its predecessor is "Tangdou.com",the largest square dance video aggregation website in China.Since its launch in April 2015,Tangdou APP has more than 100 million users,gathered more than 90% of the country's square dance teams,and established a cooperative relationship with more than 90% of the famous square dancers,known as the "little unicorn" in the field of square dance content.This paper analyzes the most prominent content operation strategy of Tangdou APP,and divides the content operation into four aspects: visitor attraction and transformation,content production,content circulation,content integration and dissemination.In terms of visitor attraction and transformation,Tangdou APP positions the product as a dance teaching tool,attracts visitors with high-quality content,and transforms it into users in various ways.In content production,the user's dance learning and content release are guided to promote the enthusiasm of user participation.In content distribution,follow the functional design of popular applications to help users get started faster.And through three ways of aggregation:label,hierarchy and geography,we can further gather users and enhance the activity of the community.In terms of content integration and communication,through the talent promotion mechanism,a perfect PUGC system is built,and combined with the power of PGC and UGC,the influence of the platform is radiated at multiple levels through the spontaneous fission communication among traditional media,Wechat applets and users.Although Tangdou APP has built a relatively complete closed-loop content operation,there are also problems in all aspects of content operation,such as insufficient auxiliary functions,weak guidance of release,single social function,limited influence of UGC talents,etc.In this regard,the paper puts forward suggestions for improvement,mainly through enhancing the construction of auxiliary functions,optimizing the release guidance,expanding a variety of social ways,promoting UGC talents and other measures,comprehensively optimizing the content operation system of Tangdou APP.I hope that through the research of Tangdou APP,a representative Internet product,we can analyze its successful experience and what remains to be improved,so as to provide reference experience for the design and operation of related middle-aged and elderly entertainment products.