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On September 23, Ocean Engine, a digital marketing platform owned by ByteDance, disclosed recent figures for the use of its research activity.
By August 2020, Ocean Engine’s search service had reached over 500 million pageviews per day. During the Tokyo Olympics, users searched for Olympics-related content on this engine over 2.7 billion times.
Since its creation in 2017, ByteDance has taken the initiative to strengthen its research activity. In September 2020, a Search Network auction advertising activity was launched on apps under the Toutiao name. At the end of the same year, the Ocean Engine search ads were launched. Going forward, Ocean Engine’s research activity will focus on three key elements: e-commerce live streaming, trending topics, and life services.
According to Zhiyan Consulting, the number of search engine users in China reached 795.44 million in the first half of 2021, up 3.9% year-on-year. According to Aurora Mobile Limited, the benefits of an independent search platform (separate from those built into other apps) still exist, ranking # 1 with a usage rate of 71.5%. Over two-thirds of users will search through a short video platform, making it the second most popular search platform.
Zhou Sheng, commercial product manager for Ocean Engine, said the company’s wide range of content brings users to its platform. The short and medium length video format has demonstrated greater efficiency in information transmission by being able to communicate more in a shorter period of time.
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In addition, Zhou believes that “searching by watching” has become a new habit for users, which means that most of the users will search online while watching their favorite content.
Ocean Engine is also showing strength in its technological development. The company launched top search box, text string, click-hold and search, keyword and encyclopedia hyperlink, trending topics, among others.
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