Broad exploration

ByteDance has searched broadly for new product opportunities and does not hesitate to send multiple teams into the same segment.

Rapid iteration

It is renowned for its speed of development and getting products to market, much of which is enabled by its SSP.

Selective focus

ByteDance allocates key resources to a few select priorities for a few years at a time. Its first 3 years were dominated by text- and photo-content experiments relating to the success of Toutiao, its news app, while 2016 marked a pivot to a short video.

After experimentation, it made growing its education business a priority.