Meituan App has fully launched a short video entry, and watching videos can earn cash rewards

Tech 2023-10-19 08:54:30 Source: Network

Interface News Reporter | Xiao FangInterface News Editing|On October 18th, the interface news learned that the Meituan short video entrance had been fully launched, and the "Video" column appeared in the center of the tab bar at the bottom of the Meituan App. This is another important layout in terms of content after Meituan launched the live streaming entrance

Interface News Reporter | Xiao Fang
Interface News Editing|

On October 18th, the interface news learned that the Meituan short video entrance had been fully launched, and the "Video" column appeared in the center of the tab bar at the bottom of the Meituan App. This is another important layout in terms of content after Meituan launched the live streaming entrance.

Previously, the Meituan short video entrance had been tested in third and fourth tier cities for about half a year. Similar to Tiktok Extreme Edition, Kwai Extreme Edition and other apps, users can also get cash rewards for watching short videos and doing tasks in Meituan App. Watching a short video can get cash rewards ranging from 0.01-0.03 yuan, and the rewards can be withdrawn up to 20 yuan at a time.

An insider from Meituan told Interface News that the short video business is under the platform business unit, and the team size is currently around 100 people. The team leader reports to Meituan platform leader and S-team member Li Shubin.

At present, the content of Meituan short videos is not original, but mostly purchased through copyright from external platforms. The content directions are also diverse, including not only food related content related to Meituan's business, but also a large amount of film and television entertainment content, which is similar to the operation ideas of other short video platforms in the cold start stage. It should be noted that the Meituan App has not yet opened video shooting and publishing functions to all users, and only some users can see the filming entrance that is still being tested in the upper right corner of the page.

The interface news inquired about the short video business from Meituan, but the other party did not provide further explanation.

Some analysts believe that Meituan's efforts to promote live streaming short videos and other content are, on the one hand, reversing the strong tool attributes of Meituan App, increasing user stay time, and increasing transaction frequency; On the other hand, it also aims to expand the sinking market and seek more growth space.

Previously, during internal testing, Meituan Live achieved conversion rates that exceeded Meituan's internal expectations, which also prompted Meituan to reconsider its strengths and weaknesses in live streaming and other content. Compared to other content platforms, Meituan does not have an advantage in content, but it gathers a group of users with clear consumer needs. Selling food, beverage, and tourism related products through more intuitive methods such as live streaming and short videos will result in more conversion.

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