Lenny Rachitsky: recommendation

Transcript context

…Yeah. I think we did a lot of fine-tuning on our user product side to really think about content. So that's the number one thing going to be super different coming from each of the market and also from each of the culture. For example in Japan, how do you actually get more content that relevant for the culture? A lot of people may think, okay, are you guys only doing dancing or doing singing for Japan? The answer is not. It is actually more food on the TikTok side, like how do you actually introducing new food restaurant or new recipes and also sometimes that you're introducing a new technology. I would say 3C like consumer electronics product over there. So these are the content get really popular sometimes in Southeast Asia or even Japan area and versus in the US as everybody knows that we're starting from really lip-syncing at a very early stage but now really we're expanding to shopping behaviors and also a lot of people using us as a main platform to acquire new discovery for the product. So these are the things I think different market definitely deserves and demand different kind of treatment and if you are able to do this a lot, you're able to find success over there. That's really interesting because you could think it's just this algorithm that figures everything out for you, but I think what you're pointing out is you have to seed it with the right sorts of use cases that that culture is most excited about. Another good example will be creative, so it's a very good example how human can work with technology together. We have a ton of creatives and we have a ton of content so, of course, we use machine to label those content use metadata to analyze those content. However, a lot of times you can find that when we're really thinking about how creative can help advertisers? Humans actually make a more interesting or more, I would say, influencing decisions over there. For some of the verticals we can say that, "Oh, you know what, maybe we can try a coupon image with a new product like a sticker on the top?" This maybe actually work better compared to some of the price promotion even. So a lot of things really depends on how do you actually interpreting the numbers and interpreting the data points but also at the same time your business acumen is going to be very important here to make a judgmental call for some of the situation like that. I think we're still rely a lot on both machine and also our own experts to analyzing those trends and give it the recommendations.…

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