From the major revision of the video account, a glimpse of the underlying logic, content entrepreneurship, and e-commerce delivery opportunities.
Editor’s note: This article is from WeChat official accountWhale Merchant (ID: bizwhale) span> , OF: three building materials, smell Dahl.
In the early morning of the day before yesterday (December 23), WeChat was revised and updated again, and the video number was the biggest change.
Zhang Xiaolong once predicted in the live broadcast that the microphone connection function will be launched soon. The current video account can not only connect the microphone, but also have the ability to make beauty, filter, connect the microphone, and give gifts. The account card can also be displayed on the personal homepage. Users can also filter videos using tags.
Video accounts have also begun to support live broadcast rewards. Users can purchase “WeChat Beans” to top up rewards by themselves. This will undoubtedly be “tempting to benefit” video account bloggers who want to live broadcast.
In addition, WeChat has an additional first-level entrance-nearby live broadcasts and people. There are three sections, live broadcast, nearby people, and video. This gives the video number one more traffic entry. The major adjustment of WeChat video account is more similar to Douyin and Kuaishou.
Before, whale dealers have analyzed “Tencent has a dream: Live delivery! “This time, the strategic intent behind the revision of the WeChat video account, the underlying logic of the product, and the bonus opportunities are also worthy of our deep consideration.
Tool attribute of video number
These “big moves” can be taken apart to see how the tools play.
Let’s watch the latest “Nearby Live Broadcasts and People” first. Users entering this interface will see three options: video, live broadcast, and nearby people. The system displays the “Live” page by default, and the live stream is arranged by more than ten selectable live streams. Click the hidden “More Live” in the upper right corner to see the live broadcast lobby.
Swipe left and right from the live broadcast interface to go to the video and nearby people page. Both pages slide on both sides, and users can selectively click and watch.
On the other hand, after the user enters the video account, the “Friends” page is displayed by default, and the live broadcast that the friend is watching is also displayed. “Off” on the left”Note” is the same as the “Friends” interface, WeChat uses the up and down sliding mode for both, not full screen. Only the “Recommendation” page is the immersive full screen. And the current public domain recommendation of the video number is still the official account or There are many experts in the vertical field.
This is different from Douyin. Douyin has a default recommendation page, and both follow and recommendations are information streams that slide up and down, and short videos and live broadcasts are pushed together.
When users browse the video number recommendation page, they can see the appointment entry at the bottom right of the video content, and users who want to watch can make appointment reminders. During the live broadcast, users can purchase “WeChat Beans” to reward the anchor. It can be seen that WeChat is doing its best to mobilize users’ enthusiasm and enhance interactivity.
In addition, the topic of each creator’s homepage in the video number can be filtered, that is, in the creator’s homepage, click on the topic under the dynamic to filter out related videos.
The construction of these facilities will give users who plan to show their skills on the video account eagerly. But the video number has just started, there are still some bugs.
For example, the revised official account introduction page presents three secondary entrances of “message”, “video” and “service”. The message is still a traditional graphic, but the video is a video embedded in the article, not The content of the video number, plus the two existing entries of the video number, will appear to be highly scattered and the tools are scattered.
On the link between the image and the video, there will be a product link and an official account link below the video number. The short video content of Douyin will also carry links to articles from today’s headlines in the copy.
Currently, most of the active accounts in the live broadcast are official accounts, and the head KOL has not yet been formed. As the infrastructure is repaired, more content creators will enter later.
Product underlying logic
At the beginning of this year, the video account was born under the “Circle of Friends”. It has been upgraded from the initial 1 minute video to the current maximum 5 minutes video, including live broadcast, mic-linking, rewards, prize draw, beauty, recommendation, In the same city, LBS and other functions have been opened one after another, and it is fully equipped with a short video/live broadcast product in the form of Douyin and Kuaishou.
But different from their underlying logic, WeChat video accounts are still private domain ecological products based on the “relationship chain”. WeChat intends to open up original products such as official accounts, service accounts, mini programs, and Moments to form a closed loop. In line with Tencent’s consistent tenet of “connect everything”, product function distribution and connection methods are “decentralized”, but the content distribution mechanism is still “centralized”.
At the origin of the content, the product spreads from the strong relationship of “friends” to the transformation of weak relationships of “circle” and “fans”. The communication algorithm is based on the extension of the interest (footprint) of the “relationship chain”, while Douyin is in the public domain pool. , According to the account number of fans to release the basic amount, and then under the evaluation of the completion rate, like rate, number of comments and other dimensions, determine whether to “open the gate” for the next stage of increasing the amount.
In other words, Douyin is entirely the logic of whether content can please users, and the continuity of content value determines the life cycle of the account. The video number is the “fission” of the approval and sharing of the strong relationship to the weak relationship, which determines the long tail of the traffic.
Strategic Intent
In the face of Kuaishou with a daily life of more than 300 million, Douyin with a daily life of more than 600 million, as well as the arrival of the 5G era, and the continuous reduction of traffic tariffs, users are becoming more accustomed to short videos, while Taobao, Xiaohongshu, and Dianping The revisions of other e-commerce products also increase the weight of video content based on this logic. In this context, WeChat’s sense of crisis is strengthened, and the increment is limited, and retention of user time is the key.
Zhang Xiaolong has always advocated a corporate culture of “restraint”, but it cannot limit the development space beyond WeChat social. Tencent Group also placed high hopes on the “Kandian” live streaming app. It was a strategic product that originally targeted Douyin and Kuaishou, but it was a pity that it came back.
So, at the group level, the WeChat video account is already their last “ship ticket” in terms of video. After catching up with this video wave, Tencent will be able to successfully land in a “virgin land” in the future commercial space.
By July this year, after half a year of catching up with video accounts, Zhang Xiaolong announced that his users had exceeded 200 million. For this WeChat base with over 1 billion users, there is still a lot of room for conversion of video accounts. The frequent revisions of video numbers and the increasing weighting are all aimed at shortening the time difference between catching up with Douyin and Kuaishou.
Window of Opportunity
Douyin and Kuaishou continue to cut into “transactions” in the upstream of the traffic. We can see that their live broadcasts and the sneak attack on Meituan into local life services have been demonstratedTwo giant infant ambitions that have not yet been listed. The rise of platforms such as Weibo, Xiaohongshu, and Station B have brought traffic dividends to a certain extent and cultivated a wave of Internet celebrities.
WeChat has already given some content entrepreneurs a taste of the sweetness in the graphic era. Based on the opportunism that “the content on the WeChat official account is worth doing it again on the video account”, the first wave naturally spawned “Harvest” opportunity-training, those “masters” who have not made any achievements on the video account will continue to advocate that the video account is the general trend, and then sell the “sunflower treasure”, similar to the industry chain is already very mature on Douyin.
Compared to training, the data service provider of the video account is a higher-dimensional posture. For most people, there are two main types: content entrepreneurs and e-commerce merchants. And their monetization methods are nothing more than advertising, rewarding and selling goods. So how profitable is the video account for them currently?
Content entrepreneurs are really anxious and embrace the trend of video content in the face of the decreasing rate of opening of graphics and text. However, the content distribution mechanism and content presentation (horizontal or vertical screen) mainstream forms of each platform are also different, which will lead to one-click The distributed content-take-all strategy is hard to work. Therefore, in the strict sense of good content, video production costs and thresholds are higher than graphics and text.
As far as existing video account content products are concerned, whale dealers understand their content creation principles: on the one hand, they must follow the private domain attributes of friends and fans; on the other hand, they must establish a KOL role image in the vertical field. It is best to do authentication, plan content on hot topics, and hit the recommendation opportunity of the WeChat “square” public domain to break the circle. In live broadcast, private domains and communities are the cornerstones, sharing and fission can add points.
Similarly, the starting point is relatively high if there are brands or in-store players under the premise of following the above-mentioned content principles for merchants to make video accounts with goods. It is difficult to start the quantity, the focus may be built around the global fans to precipitate private domains, short video tonality, brushing presence, combined with small program stores for long-tail conversion, live broadcast for repurchase, stickiness, and targeted benefits during big promotions, which are different from the global Live.
The video number LBS has a certain amount, but the expectations are not too high. The future can be expected that Guangdiantong products will play the early value of Douyin “pea pods”, and they can make a wave when the price is low.
The “shopping guide” and “customer service” roles of the WeChat enterprise account are very important in the early stage of private domain construction and fan interaction. One-click access to the video account through the WeChat official account and service account will be a key step in activating fans. Content e-commerce will completely switch from graphics to video.