抖音和快手又一次向社交领域发起进攻。 近日，抖音、快手在站内密集更新了"日常""说说"等一系列社交新功能；此外，抖音还被曝正在内测全新的社交App。 当流量增长触及天花板，内容的稀缺性逐渐变弱，社交似乎成为了短视频巨头的"新叙事"。 它们为何始终对"社交"念念不忘？这究竟是构筑护城河的必然选择，还是一场注定艰难的豪赌？ 01 抖音快手加码社交 近日，据Tech星球报道，抖音被曝正在研发独立社交App"海海"。 这是继多年前上线多闪、飞聊等社交产品后，抖音再被传出研发新的社交产品。 去年11月，有媒体报道称，在经过多次大改版，先后尝试图片社交、限时社交，以及抖音聊天桌面版在移动端"化身"等玩法后，多闪依旧没能担起大任， 目前已经停止研发，仅保持维护状态。 除了抖音之外，快手也曾上线过多款社交产品，如电丸、一甜面聊等，但并未激起太大的水花。 | 快手 | | | | --- | --- | --- | | 时间 | 名字 | 类型 | | 2018年 | 电丸 | 游戏 + 社交 | | 2019 年 | 欢脱 (后改名喜番) | 年轻人脱单 | | 态赞 | | 短视频社区 | | 2020 年 | 一甜面聊 ...

—— 凯文 ・ 凯利 连接本身就是最大的资产 。 这几天，OpenAI推出的Sora2以"一秒生成电影级视频"的噱头刷屏全网，但真正值得警惕的不是其视频生成能力，而是隐藏在"邀请码裂变"背后的社交 野心。 这种场景让我格外熟悉——十年前我在腾讯支持社交业务战略时，曾见证过QQ与微信早期的关系链迁移。当时社交赛道格局未定，行业里争论最激烈的 问题就是" 功能重要还是关系链重要 "，最终微信导入QQ好友列表的决策，直接奠定了逆袭米聊的基础。 如今看到Sora2用"一传四"裂变收割关系链，仿佛看到了当年微信的影子—— 互联网的终极战场从来不是内容形态的迭代，而是社交关系链的占有 。 后来在红杉参与早期社交项目投资时，我更坚定了这个判断：那些只靠新颖功能吸引用户的项目，往往活不过18个月；而沉淀了关系链的产品，即便初 期不温不火，也能慢慢长成参天大树。 如今腾讯凭借微信的"超级护城河"稳居钓鱼台，而靠着短视频崛起的字节跳动，正站在内容红利消退与社交壁垒难破的双重悬崖边。 一、 Sora2 的本质 不是 AI 工具，是社交关系图谱的收割机 初期仅在美国和加拿大上线的Sora应用，凭借"邀请码一传四"的裂变机制，迅速在全 ...

Core Insights - ByteDance's new social product "Doubao Voice Social" aims to challenge WeChat's dominance by leveraging interest graphs and AI algorithms to create a unique social experience [2][4] - Doubao's decentralized social logic focuses on interest matching rather than traditional relationship-based connections, addressing the limitations of WeChat's strong relationship chains [4][6] - Despite Doubao's innovations, WeChat maintains a strong competitive edge with over 1.08 billion monthly active users and a comprehensive ecosystem that includes payment and service functionalities [4][5] Product Features - Doubao utilizes a dynamic interest graph built from user behavior data to recommend interest-based rooms and match users with similar preferences [4] - The platform incorporates an AI voice interaction engine that analyzes conversation context to generate relevant discussion topics, enhancing user engagement [4][6] - Internal testing shows Doubao users have an average voice call duration of 28 minutes, significantly higher than WeChat's 12 minutes [4] Competitive Landscape - WeChat's ecosystem is bolstered by its infrastructure, holding 54% of China's mobile payment market and over 400 million daily active users on mini-programs [4] - WeChat's strong relationship chains create high switching costs for users, making it difficult for new entrants like Doubao to gain traction [4] - WeChat is also advancing in AI social features, with plans to launch "WeChat Smart Brain" and open API access for third-party developers [5] Strategic Positioning - ByteDance adopts a "differentiated coexistence" strategy, targeting younger demographics with 67% of Doubao users aged 18-25, contrasting with WeChat's broader age coverage [6] - The company is executing a dual strategy of domestic and international growth, with Doubao linking to the Douyin ecosystem to create a "short video-social" traffic loop [6] - ByteDance's ultimate goal may not be to replace WeChat but to establish an "algorithm-driven social infrastructure," including a social advertising revenue-sharing model [6] Future Trends - The social landscape is poised for transformation with the advent of 5G and AI, leading to new forms of social interaction [7] - WeChat plans to introduce "holographic projection calls" by 2026, while ByteDance is reportedly testing a "brain-computer interface social" prototype [7] - The competition represents a clash between centralized ecosystems and decentralized algorithms, with innovation being key to enhancing post-connection quality in social interactions [7]