Overseas Content Operation Management of Internet Companies in The Perspective of Streaming Media A Case Study of Tiktok

Abstract

With the advancement of technology, it is now common for people to use streaming platforms for entertainment and information extraction. However, due to the gradual saturation of domestic users, Internet companies have cast their horizons overseas. Although there has been a lot of research about the path of Internet companies to go overseas, the management of content operation after going overseas has rarely been addressed. This paper focuses on the difficulty for Internet companies to go overseas with content products and takes TikTok under ByteDance as an example to analyze the strategy in the direction of content operation and management. Through analysis, it is found that the pain points of overseas content operation of video products mainly lie in the cultural discount and user retention rate generated when content crosses over. The cause of the problem may be that the company did not fully conduct an accurate portrait analysis of potential users and the design of the video push mechanism in product design, but directly applied experience in China to promote the overseas market. Therefore, after a detailed analysis of TikTok case products, it is concluded that the above problems can be effectively optimized using internal and external operational separation and user-driven localization, to help the product be successfully promoted on a global scale.