ByteDance, the parent company of TikTok, has launched Youshi, a community-based platform for sharing life experiences. The app offers a wide range of content, including food guides, travel photos, and practical skills. Youshi is a rebranded version of the Toutiao Search app.
The app allows users to discover experiences published by other users, such as food guides, travel photos, pets, and more. These take the form of graphics, text, and video formats. The short video function in Youshi is similar to that of Douyin, with similar engagement and sharing functions. Youshi has effectively utilized the massive content database in Toutiao, converted it into short and high-quality graphic and video content, and put it on the app for dissemination, providing new traffic for Toutiao users.
While the app is currently content-based, ByteDance may explore e-commerce opportunities in the future. The content on Youshi is community-driven, and the app may be bundled with e-commerce functions in the future. Users can receive considerable returns through business listings, e-commerce, and columns.
Youshi is currently available on both iOS and Android devices. The app may replicate the success of overseas Lemon8. The app was ranked in the top ten downloads category in the US App Store shortly after its launch earlier this year.
The emergence of the Youshi app is in line with Toutiao’s plan to add another 200 billion impressions of high-quality graphic content by 2023. “In terms of high-density and long-term value information precipitation, graphics and text still have advantages,” said Zhang Chao, the new head of Toutiao, at the Toutiao Vitality Conference in December last year.
In a world where people are increasingly looking for community-based products, Youshi has the potential to be a game-changer. By providing a platform for sharing life experiences, Youshi offers users a unique opportunity to connect with others who share their interests. Only time will tell if it will be able to replicate the success of TikTok.