Situation:

TikTok’s sticker usage was significantly lower compared to Douyin, with a 91% lower penetration rate and an 87% lower share of sent messages. Users found the existing sticker offerings insufficient in both quantity and relevance, leading to a low 12% sticker conversation rate compared to 68% for Douyin. TikTok needed a more engaging and personalized sticker experience.

Task:

The task was to create Video2Sticker, a tool that allowed users to convert TikTok videos into stickers for public sharing or use in direct messages. This tool aimed to improve sticker relevance and quantity by enabling users to create their own stickers, with plans for integration with TikTok's Camera and Material Library in later phases.

Action:

The project was rolled out in three phases:

• Phase 1: Focused on creating the basic video-to-sticker functionality, allowing users to import, crop, trim, and export TikTok videos into stickers. A new sticker upload process and search functionality were introduced in the Sticker Store to support this.
• Phase 2: Advanced editing tools like background removal and automated trimming suggestions were added, lowering the entry barrier for users to create more dynamic stickers. New sticker templates and sticker set expansions were also introduced to encourage more content creation.
• Phase 3: Automated sticker generation based on user trends and usage data was implemented, along with features to reward high-performing sticker creators. This phase also introduced social features like sharing stickers in groups.

Result:

• The sticker conversation rate increased from 12% to 18% within the first three months after the tool's release.
• The number of stickers uploaded to the Sticker Store by users grew by 32%, adding 400 new sticker sets within six months.
• The percentage of users who saw sticker recommendations while typing keywords increased from 9% to 14%, with a corresponding 5% increase in sticker selection rates.
• Internal surveys showed a 24% improvement in user satisfaction regarding sticker relevance and ease of use.

This redesign significantly improved TikTok’s sticker offering, engaging users more effectively through personalized sticker creation, and enhancing the overall messaging experience.

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