Works of Tiger Sniffing Mobile Information Group
Author | Huang Qingchun
Title Map | WeChat Open Class
In 2020, WeChat will no longer be slow, but will continue to “speed up.”
This year, WeChat entered the short video track with a strong “video account” and basically completed the video account content and business ecosystem in just a few months. At the same time, with the participation of many brand companies and third-party service organizations, the commercial capabilities of video accounts have also begun to rapidly improve, and may become the new “official website” of brand companies in the future.
But from the perspective of betting on video numbers, Zhang Xiaolong seems to have begun to re-examine the pros and cons of algorithms and recommendations.
Yesterday (January 19, 2021)’s WeChat open class, Zhang Xiaolong gave a speech for more than 100 minutes, the video number and The live broadcast of the video account was repeatedly mentioned. He promoted the video account to a short content platform that everyone can create, trying to confirm that this will be the entrance to the next content era.
WeChat official data shows: Every day, 1.09 billion users open WeChat and 330 million users make video calls; 780 million users enter Moments and 120 million users post Moments, including 670 million photos and 100 million short videos. ; 360 million users read official account articles and 400 million users use mini programs.
Today (January 20), the first “White Paper on the Development of Video Numbers of the Lights in 2020” issued by the third-party institution Light Research Institute “It shows that as of the end of 2020, the DAU of video numbers has exceeded 280 million, the total number of video numbers is 30 million+, and the average daily usage time of users is 19 minutes.
It is hard to imagine that in just one year, at least in terms of user traffic, video accounts have gradually formed a trend of dimensionality reduction compared with other platforms under the leadership of the WeChat UHF ecosystem.
Husniff continues to pay attention to the core issues of the video account blogger composition, business model, and live broadcast in the video account ecology. In this regard, Husniff reporters and Aladdin & Shi Wenlu, the founder of Shiwenlu, have conducted in-depth discussions. Answered two key questions:
Tiger Sniff: In his speech yesterday, Long Ge did not reveal too much video number data. I looked at the video number development white paper published by Shizudeng, and the number of video numbers has reached 30 million. , The daily active volume is 280 million. Based on these data, what are your views on the future development of personal and enterprise accounts?
Shi Wenlu: The rise of the video account is a manifestation of the empowered individuals of the Internet. In theory, everyone can make a good video. In essence, the video is further lowering the production threshold of content and services. , Has helped more entrepreneurs and lowered the threshold for starting a business; for enterprises, video account operation greatly reduces the cost of reaching consumers, and it is easier to accumulate users; you can broadcast directly there, and consumers directly Place an order in the live broadcast room of the video account. It is more convenient and real-time for you to connect with consumers, and it is not restricted by any region or time. The commercialization of video accounts has gradually matured. We predict that GMV is expected to exceed 350 billion in 2021, and the average length of stay will exceed 35 minutes.
Tiger Sniff: Many people have compared the video number with Shake and Kuai before. Although WeChat officials do not agree, as a third party, do you think the video number has a chance to surpass Shake and Kuai? In your opinion, what is the core advantage of the video number?
Shi Wenlu: Based on the WeChat ecosystem, we compared the competition situation of Shake Kuai from the data level and found that WeChat is now an ultra-high user market, ultra-high frequency, and both The mature ecology of social relationship chain, unified account system, reading habits, payment habits, and shopping habits makes it easy for users to migrate to the video account.
In other words, the video account is equivalent to the connection hub in the entire WeChat system. It has successfully connected the official account, mini programs, and major communities. According to forecasts, the daily active volume of video accounts this year will reach 500 million, and the e-commerce transaction volume with goods is expected to exceed 500 billion.
The following is a summary of the important content of the “White Paper on the Development of Video Numbers in 2020” by Tiger Sniff:
1. The video number will be iterated quickly in 2020, and the public and private domains will be fully open
According to the statistics of the video number, the video number has been in internal beta since January 2020, iterated 33 times a year, released 40+ new functions, accelerated the completion of the video number’s short video product infrastructure, formed a preliminary content ecosystem and advertising, The unimaginable speed and quality of business forms such as e-commerce bringing goods and live broadcast rewards also reflect its important position in the entire WeChat ecosystem.
The video account is a WeChat strategic product. The first-level entry priority is very high below Moments. Moments daily traffic is about 10 billion people. Video account is a rare WeChat important product with a public domain traffic entrance. Recommendations, #topic tags, search, take a look, public account, nearby live broadcasts and people have all set up a video account entrance; private domain attention , Friends, business card page, discovery page, circle of friends, WeChat group, WeChat chat dialog box, etc. can also enter the video account with one click.
Data source: WeChat official, public data, Vision Research Institute
Second, the video number learns from the small program and repeatedly shortens the commercial realization path
The birth of the video account creates a closed loop of “short video + e-commerce + live broadcast” in the WeChat ecosystem. After opening the merchant’s official mini program, it will create a shorter business realization path with WeChat payment, and order shopping and user precipitation can be one step carry out. At the same time, the connection between the video account and the mini program has further lowered the threshold for small, medium and micro operators.
More rarely, the video number isAs an important link section of the WeChat ecology, it successfully opened up the originally scattered official accounts, Moments of Friends, small programs, small shops, live broadcasts, and other product components to complete mutual link diversion.
The WeChat ecosystem with the video account as the core has formed a stronger ecosystem, bringing a new wave of dividends to the short video industry, and having the opportunity to create the most perfect second-half entrepreneurial era of mobile Internet in China so far.
Data source: Aladdin Research Institute, Visual Lighting Research Institute
3. DAU280 million, 27 major categories to build a characteristic video content ecology
According to the data from the “White Paper on the Development of Video Numbers in Vision Lights in 2020”, the data show that in 2020, the number of video numbers will increase from 0 to 30 million+, and DAU will complete the leap from 0 to 200 million in internal testing, and then 2.8 by the end of the year. The rise of 100 million yuan, with an average use time of 19 minutes, achieving steady growth.
The content ecology of the video account is also very rich, covering 27 categories such as life, emotion, music, funny, and fashion art. At the same time, millions of commentaries emerged, and the most active account owners released 742 works in a year.
Data source: Visual light data
In addition to this, you can also see through the visual light data that the video number showed other characteristics in the first year of development:
a. Corporate accounts account for about 14%, and video accounts will become an important official voice platform for governments and enterprises
At present, 14% of the enterprise-certified users in the TOP1000 list of video accounts are based on video accounts. The video accounts have become an important starting point for brand businesses to manage private domain traffic. The main content types of enterprise accounts are also based on current affairs, news, life, and government affairs. Mainly. Shideng believes that the video account is expected to become an important official voice platform for governments and enterprises.
Data source: Visual lamp data, organized by Visual Lamp Research Institute
b. Video account business ecology: diversified business models to be released
At present, the video account infrastructure has been built, but the overall development is still relatively early, and diversified business models such as advertising business, live broadcast e-commerce, live broadcast reward, knowledge payment, and game live broadcast have yet to be released.
In addition, regarding the development trend of video numbers in 2021, the “White Paper” also gives three predictions:
1. During the Spring Festival in 2021, DAU may exceed 400 million, and the user’s single-day use time exceeds 35 minutes
According to the data of TOP1000 in 2020, the video accounts with more than 1 million likes accounted for 8.4%, and 500,000 to 1 million accounted for 24.4%. The total number of comments between 10,000 and 100,000 accounted for 59.9%.
Data source: Vision Lighting Research Institute
Currently, the products of video accounts have gradually matured. WeChat video accounts provide the simplest content production tools and weaken the operation of content producers. There is no need for various complicated props on Douyin, which reduces the threshold for individual users to use video numbers. Most users can enter the entrance, and many people start to try live broadcast. The video number has basically built a complete ecological chain in product design and additional products, and completed basic stress resistance tests.
Moreover, compared to Douyin and Kuaishou, the video number works from both strangers and acquaintances. On the acquaintance side, the completion rate of short videos is extremely high, and the stranger side depends on the quality of the content, and the user’s preferences are accurately grasped. The completion rate on the stranger side will be greatly improved. In the future, the video account will have a huge impact on the user’s usage time.
If during the Spring Festival, the idea of issuing red envelopes to promote video accounts will inevitably achieve the goal of popularizing video accounts on a large scale. It is expected that the DAU of video accounts during the Spring Festival will exceed 400 million.
2. The video number GMV is expected to exceed 350 billion in 2021, and it will become the new “official website” for Chinese brands and enterprises.
With the inherent advantages rooted in WeChat social networking, it is expected that video accounts will be rapidly popularized in 2021 after user communication and training during the Spring Festival, and their growth will be accelerated. The video account ecosystem will gradually be established and the commercialization path will mature. In 2021, the transaction volume of video account GMV is expected to exceed 350 billion.
Data source: Internet disclosure, Vision Light Research Institute, Aladdin Research Institute
Currently in the TOP1000 list of video lights, the number of enterprise accounts accounts for about 14% of the video accounts, involving nearly 100 sub-industries. With the dissemination and promotion of video accounts in the WeChat ecosystem, the number of video account companies in the TOP1000 list of video accounts will greatly increase in 2021, and it is expected to exceed 20%, covering more than 200 sub-industries. The video number has become the new “official website” for the company’s external publicity.
3. In 2021, the video account will become the “new engine” for Tencent’s advertising performance growth
In the future, Tencent Advertising can link the entire scene through the video account, link each brand, link companies and businesses in all walks of life, and connect private domains and public domains through technology to help advertisers evolve in the WeChat ecosystem .
It is expected that in 2021, Tencent’s online advertising business will grow rapidly with the help of video accounts. The business scale is expected to exceed 110 billion yuan, of which video accounts will contribute about 30 billion yuan.
The video number, the good show is yet to come.