Application address and format of the mailbox with video number.
Editor’s note: This article is from WeChat public account “Shili Village” (ID: shilipxl) author: End of the World live in ten villages.
Zhang Xiaolong mentioned at the beginning of the year that he would increase the output of short content in WeChat. Within a month, the WeChat came.
At present, the video number is still in the internal testing phase. It is mainly based on an invitation. It is expected that all members will open at least until May and June.
What is the video number? Will video number users like it? What will happen to the video number in the future?
Today, the village chief will chat with you about WeChat video number. After I follow up on the video number content, I will write a separate one.
The address and format of the email application number are attached at the end of the text.
01, Basic common sense of WeChat video number
1. Basic settings for video number
a. A micro signal can only apply for one video number. If it is an enterprise number, it is recommended to use a suitable micro signal to open it.
b. Video duration: The duration is 3s ~ 60s. Currently, videos longer than 1 minute are not supported, and the file size is less than 30Mb. So the core is short content, a video explains one thing clearly.
c. Video size: The maximum size is 1230 x1080 (px) and the minimum size is 608×1080. The maximum aspect ratio is 11:10. Video smaller than this ratio will be filled with black background. The video above this ratio will be cropped.
d. Video content: up to 9 video images, up to 1000 words in text description, and up to 60s in video.
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Picture: Video number entry (the latest version of WeChat)
e. The current video cover does not support customization. It directly captures the first second of the video, so the design of the first second is very important.
f. You can add public account article links to video numbers, which provides imagination for public account diversion and future e-commerce monetization.
g, video number content can be forwarded to friends, WeChat groups, circle of friends, favorites, likes, comments.
h, video number is also a content creation platform, so at any time,Original content is the core.
i. During the internal test period, if there is no published content for 3 days, or the certification does not match, or the published content does not match the application information, or the content of others is moved, it may be subject to revocation.
j. The name of the video number can only be modified twice a year, and it cannot be the same as the account name that has been successfully registered.
k. Don’t believe that any video number guide and video number are successfully learned on the market!
2. Violations of video numbers
a. The video number will also be blocked
The video number has repeatedly violated the rules, or suspected of major violations, or WeChat has reasonable grounds to believe that there are other situations that may seriously damage the legitimate rights and interests of WeChat users. The platform may refuse to provide the video number and its users. service.
b, the content of the video number will also be restricted
If the platform machine recognizes that your uploaded content has a high risk of infringement, it will automatically limit the distribution of that content.
c. Do n’t induce video sharing
Encourage users to share, follow, like and comment. For example, inducement with certain rewards, including but not limited to: inviting friends to open gift boxes, gathering likes, passwords, and sharing can increase the chance of drawing a lottery.
02, Video number bears WeChat’s expectation for short content
1. WeChat has taken too many detours in the short video field
Tencent not only failed to make short video apps such as WeChat, yoo, Xiafan, Flash Café, etc., the short videos in WeChat also made mistakes.
From not being able to send videos to WeChat small videos, video messages, video updates, WeChat circles of friends to video numbers, WeChat not only took too much care in the video field, but also embarrassed users.
For example, publishing videos in the public account will limit the video duration, only three videos in the article, and the publishing process is cumbersome.
The video entry for using dynamic video publishing is also hidden, the circle of friends video is always limited in length, and the editing function for publishing video is very simple.
For users, if they ca n’t send it, they do n’t want to see it. The enthusiasm for watching videos in WeChat has long been worn away.
2. It is the blogger who took the public account time
The development of the public account and the development of the public blogger are complementary and mutually beneficial.
Public numbers provide platforms and traffic for bloggers, and bloggers provide high-quality content and traffic for public accounts.
However, with the intensified competition of public accounts and various restrictions on publishing content, public accounts can no longer bear the creative needs of bloggers.
The public account is not only limited in content form, but also seems to have no clear support plan in terms of traffic.
For example, the headline has an exclusive signing plan for the author, and there are pods and work promotion functions in Douyin and Kuaishou, and more importantly, it can also broadcast live.
Many public accounts are self-employed, even professional new media companies or MCNs. They have fled WeChat in the past two years.
So you can see the various sideline accounts operated by the public account bloggers at Douyin, Kuaishou, and B stations.
When these content creators publish high-quality content on external platforms, they naturally take away a large number of users and loyal fans.
The multiple revisions of the WeChat public account have caused the content creators’ reading to drop again and again.
3. The video number bears WeChat’s expectation for short content
Whether it’s public account or WeChat, there is a serious misdirection, which is to tell users: “Public account is only suitable for sending pictures and text, not for video.”
Included in WeChat, whether it is a one-to-one conversation or a circle of friends, the article appears most frequently.
So, even if I create a particularly good short video, it’s limited to my circle of friends, will the video number change?
a. Position is important and prominent
The WeChat discovery page is the entrance to the largest WeChat traffic in addition to the WeChat conversation window on the homepage. The daily life of the circle of friends exceeds 700 million.
This time, the video number got the opportunity to be exposed on the discovery page, and ranked second only to the circle of friends, higher than the position of applets, games, and e-commerce.
But at present, there is no small red circle dynamic reminder like the circle of friends in the video number. For example, a certain number of followers updated the video, there will be no reminder.
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Figure: Video number content
b. Supplement to public account
As mentioned earlier, the inherent recognition of the public number for users is the graphic number.
So the video number naturally carries the content of the short video relative to the public number.
The entrance of the public account is on the WeChat homepage, and the entrance of the video account is on the discovery page. The two products have firmly grasped the largest traffic entrance of WeChat.
More importantly, when the traffic of the public account enters the bottleneck period, the video account supports the link with the public account.
And the creator of the public account can also cold start the diversion of the video account through the article.
When all apps are tryingWhen all methods steal traffic from WeChat, it depends on whether WeChat can make the product well and feed its children.
4. Can video numbers really be created by everyone?
Zhang Xiaolong once mentioned that the public account has a creative threshold for many ordinary users. Therefore, I hope that the video account can carry the mission that everyone can create. This is actually one of the reasons for the rapid popularity of vibrato and fast hands.
However, the video number can really be created like a circle of friends, so that everyone can create it?
a. Can everyone create?
At least for the time being, a threshold has been set. For example, if you want to return an account, you must apply for an account to obtain permissions.
This is a typical appetite that reduces appetite and reduces enthusiasm.
Another important point is whether the video number can be supported by WeChat traffic.
Now the new public account is not launched, and it is not diversion. There is almost no chance to get a lot of exposure because the official does not have any free boosting mechanism.
The reason why many short video creators are willing to publish on Douyin, Qiaoshou, Toutiao, etc. is because even if the content is even worse, there are also official basic traffic pool tests provided by novices.
Then the video number, if the content does not get the support and tilt of the traffic, it will also suppress the enthusiasm of the creator.
b. Avoid large content handling tide
Users are willing to watch or play short videos. In addition to the benefits, the most important thing is the content itself.
The content is good or bad, it determines how long the user can’t see it, or how long it takes.
But now you look carefully at the content of the video number that has been opened. Almost all the old works are reprocessed or directly transferred to the video number.
Especially those other headline content creators, whether it is travel, chicken soup, education, etc., are moving, the content repetition rate is very high.
Although WeChat’s 1 billion daily activities are much higher than other short video apps by hundreds of millions of daily activities, this approach will pit the development of video numbers.
03, Imagine the future of WeChat video number
According to the current experience of video numbers, maybe WeChat is more restrained, or maybe it wants to innovate.
But anyway, from a user who has been educated fast and vibrato, the functions of the video number in all aspects are still rough at present.
Therefore, the video number wants to gain the favor of more users or organizations, and there are many aspects that can be improved and improved.
1. More functions and applications
a. Basic functions: At present, the video number can complete the basic functions of publishing and uploading, but it has no time, props, templates, filters, permissions, etc. It is impossible to do it later.
b, basicsData: Except for the WeChat App side of the video number, will there be an operation background similar to the public number, or combined together. For example, content management, user management and other data provide creators’ reference.
2, more exposure portals
I mentioned earlier that in the face of the dilemma of public account traffic, it will become critical whether video accounts will receive traffic support.
At present, the video number is slightly better than the public number. Because entering the video number area, the system will recommend me some non-friend video number content.
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A few days ago, some people said that WeChat added a video entry in the regular reading column of the subscription number message. Will the content of short videos be added in the future?
In addition, I think that at least these sections will have a greater opportunity to increase the exposure of video numbers.
For example, take a look, search, search, video links in WeChat articles, and contact list.
In addition, as we just mentioned, will there be a message push or a digital reminder with a small red circle in the subsequent video number?
For the professional new media company, if you think that the video number is very promising, especially the imagination of the video number in the future, will the video number increase the possibility of customizable promotion of advertisers?
3. More opportunities to monetize
In addition to entertainment, individuals and institutions that really want to be video numbers have a clear purpose of making money. Can video numbers make them like public numbers, vibrato numbers, and quick numbers?
a, monetization of ads
As the host, the most direct way is to advertise.
At present, there are at least two types of advertising opportunities for video IDs. One is the content of the video itself, and the other is the promotion of public account links.
Will the follow-up video numbers implement other external chain jumps or applet jumps?
Another important point is, will there be a chance for future video numbers to participate in the division of traffic masters like public numbers and applets?
b. Live monetization
In addition to short content ads, the rewards obtained by live broadcast are the current monetization of anchors on Douyin and Vibrato.
At present, the video number does not have a live broadcast function. Will it be directly connected with Tencent Live in the future, or will it be a separate one? At present, it is doubtful.
But if you do n’t do it, it will be less attractive to the host, and there will be fewer opportunities for users to communicate directly with the host.
I think another reason for the success of Quick Hands and Douyin is to help fans realize the worship and interaction opportunities of short video bloggers with zero thresholds.
Instead of hiding behind the article like a public account, live broadcast is more conducive to establishing the direct emotion between fans and the host.
c. E-commerce monetization
People who are familiar with Douyin and Quick Hands know that the ability to take short videos and live broadcasts is beyond imagination.
But looking at the entire Tencent product, whether it is pure live streaming or short video, it seems that on the road of e-commerce, it has not yet taken the ship.
The efficiency of the public account in e-commerce monetization, except for the obvious head effect.
Ordinary authors have almost no chance, the data is not dazzling, and most public accounts still rely on advertising to make money.
So, in the future, can the video number have the position of the e-commerce window or directly open the opportunity to sell goods directly? These are all issues to be considered by the video number.
Otherwise, it takes a lot of effort to leave the user only to watch the video content, but communication, consumption, or leaving the WeChat to other platforms, that is equivalent to nothing.
Finally, at present, the application method of QR code has been suspended. Only some accounts have the right to invite friends, or can only rely on the official targeted invitation.
Here is the attached mailbox application method for online reference.
To: channels@tencent.com
Email subject: Video number beta + name or subject name
Body content: Wechat, personal or institutional introduction, and proof of your influence (such as original works, platform account names, number of fans, etc. screencasts or screenshots)
< / p>1. WeChat has taken too many detours in the short video field
Tencent not only failed to make short video apps such as WeChat, yoo, Xiafan, Flash Café, etc., the short videos in WeChat also made mistakes.
From not being able to send videos to WeChat small videos, video messages, video updates, WeChat circles of friends to video numbers, WeChat not only took too much care in the video field, but also embarrassed users.
For example, publishing videos in the public account will limit the video duration, only three videos in the article, and the publishing process is cumbersome.
The video entry for using dynamic video publishing is also hidden, the circle of friends video is always limited in length, and the editing function for publishing video is very simple.
For users, if they ca n’t send it, they do n’t want to see it. The enthusiasm for watching videos in WeChat has long been worn away.
2. It is the blogger who took the public account time
The development of the public account and the development of the public blogger are complementary and mutually beneficial.
Public numbers provide platforms and traffic for bloggers, and bloggers provide high-quality content and traffic for public accounts.
However, with the intensified competition of public accounts and various restrictions on publishing content, public accounts can no longer bear the creative needs of bloggers.
The public account is not only limited in content form, but also seems to have no clear support plan in terms of traffic.
For example, the headline has an exclusive signing plan for the author, and there are pods and work promotion functions in Douyin and Kuaishou, and more importantly, it can also broadcast live.
Many public accounts are self-employed, even professional new media companies or MCNs. They have fled WeChat in the past two years.
So you can see the various sideline accounts operated by the public account bloggers at Douyin, Kuaishou, and B stations.
When these content creators publish high-quality content on external platforms, they naturally take away a large number of users and loyal fans.
The multiple revisions of the WeChat public account have caused the content creators’ reading to drop again and again.
3. The video number bears WeChat’s expectation for short content
Whether it’s public account or WeChat, there is a serious misdirection, which is to tell users: “Public account is only suitable for sending pictures and text, not for video.”
Included in WeChat, whether it is a one-to-one conversation or a circle of friends, the article appears most frequently.
So, even if I create a particularly good short video, it’s limited to my circle of friends, will the video number change?
a. Position is important and prominent
The WeChat discovery page is the entrance to the largest WeChat traffic in addition to the WeChat conversation window on the homepage. The daily life of the circle of friends exceeds 700 million.
This time, the video number got the opportunity to be exposed on the discovery page, and ranked second only to the circle of friends, higher than the position of applets, games, and e-commerce.
But at present, there is no small red circle dynamic reminder like the circle of friends in the video number. For example, a certain number of followers updated the video, there will be no reminder.
Figure: Video number content
b. Supplement to public account
As mentioned earlier, the inherent recognition of the public number for users is the graphic number.
So the video number naturally carries the content of the short video relative to the public number.
The entrance of the public account is on the WeChat homepage, and the entrance of the video account is on the discovery page. The two products have firmly grasped the largest traffic entrance of WeChat.
More importantly, when the traffic of the public account enters the bottleneck period, the video account supports the link with the public account.
And the creator of the public account can also cold start the diversion of the video account through the article.
When all apps are tryingWhen all methods steal traffic from WeChat, it depends on whether WeChat can make the product well and feed its children.
4. Can video numbers really be created by everyone?
Zhang Xiaolong once mentioned that the public account has a creative threshold for many ordinary users. Therefore, I hope that the video account can carry the mission that everyone can create. This is actually one of the reasons for the rapid popularity of vibrato and fast hands.
However, the video number can really be created like a circle of friends, so that everyone can create it?
a. Can everyone create?
At least for the time being, a threshold has been set. For example, if you want to return an account, you must apply for an account to obtain permissions.
This is a typical appetite that reduces appetite and reduces enthusiasm.
Another important point is whether the video number can be supported by WeChat traffic.
Now the new public account is not launched, and it is not diversion. There is almost no chance to get a lot of exposure because the official does not have any free boosting mechanism.
The reason why many short video creators are willing to publish on Douyin, Qiaoshou, Toutiao, etc. is because even if the content is even worse, there are also official basic traffic pool tests provided by novices.
Then the video number, if the content does not get the support and tilt of the traffic, it will also suppress the enthusiasm of the creator.
b. Avoid large content handling tide
Users are willing to watch or play short videos. In addition to the benefits, the most important thing is the content itself.
The content is good or bad, it determines how long the user can’t see it, or how long it takes.
But now you look carefully at the content of the video number that has been opened. Almost all the old works are reprocessed or directly transferred to the video number.
Especially those other headline content creators, whether it is travel, chicken soup, education, etc., are moving, the content repetition rate is very high.
Although WeChat’s 1 billion daily activities are much higher than other short video apps by hundreds of millions of daily activities, this approach will pit the development of video numbers.
03, Imagine the future of WeChat video number
According to the current experience of video numbers, maybe WeChat is more restrained, or maybe it wants to innovate.
But anyway, from a user who has been educated fast and vibrato, the functions of the video number in all aspects are still rough at present.
Therefore, the video number wants to gain the favor of more users or organizations, and there are many aspects that can be improved and improved.
1. More functions and applications
a. Basic functions: At present, the video number can complete the basic functions of publishing and uploading, but it has no time, props, templates, filters, permissions, etc. It is impossible to do it later.
b, basicsData: Except for the WeChat App side of the video number, will there be an operation background similar to the public number, or combined together. For example, content management, user management and other data provide creators’ reference.
2, more exposure portals
I mentioned earlier that in the face of the dilemma of public account traffic, it will become critical whether video accounts will receive traffic support.
At present, the video number is slightly better than the public number. Because entering the video number area, the system will recommend me some non-friend video number content.
< / p>
A few days ago, some people said that WeChat added a video entry in the regular reading column of the subscription number message. Will the content of short videos be added in the future?
In addition, I think that at least these sections will have a greater opportunity to increase the exposure of video numbers.
For example, take a look, search, search, video links in WeChat articles, and contact list.
In addition, as we just mentioned, will there be a message push or a digital reminder with a small red circle in the subsequent video number?
For the professional new media company, if you think that the video number is very promising, especially the imagination of the video number in the future, will the video number increase the possibility of customizable promotion of advertisers?
3. More opportunities to monetize
In addition to entertainment, individuals and institutions that really want to be video numbers have a clear purpose of making money. Can video numbers make them like public numbers, vibrato numbers, and quick numbers?
a, monetization of ads
As the host, the most direct way is to advertise.
At present, there are at least two types of advertising opportunities for video IDs. One is the content of the video itself, and the other is the promotion of public account links.
Will the follow-up video numbers implement other external chain jumps or applet jumps?
Another important point is, will there be a chance for future video numbers to participate in the division of traffic masters like public numbers and applets?
b. Live monetization
In addition to short content ads, the rewards obtained by live broadcast are the current monetization of anchors on Douyin and Vibrato.
At present, the video number does not have a live broadcast function. Will it be directly connected with Tencent Live in the future, or will it be a separate one? At present, it is doubtful.
But if you do n’t do it, it will be less attractive to the host, and there will be fewer opportunities for users to communicate directly with the host.
I think another reason for the success of Quick Hands and Douyin is to help fans realize the worship and interaction opportunities of short video bloggers with zero thresholds.
Instead of hiding behind the article like a public account, live broadcast is more conducive to establishing the direct emotion between fans and the host.
c. E-commerce monetization
People who are familiar with Douyin and Quick Hands know that the ability to take short videos and live broadcasts is beyond imagination.
But looking at the entire Tencent product, whether it is pure live streaming or short video, it seems that on the road of e-commerce, it has not yet taken the ship.
The efficiency of the public account in e-commerce monetization, except for the obvious head effect.
Ordinary authors have almost no chance, the data is not dazzling, and most public accounts still rely on advertising to make money.
So, in the future, can the video number have the position of the e-commerce window or directly open the opportunity to sell goods directly? These are all issues to be considered by the video number.
Otherwise, it takes a lot of effort to leave the user only to watch the video content, but communication, consumption, or leaving the WeChat to other platforms, that is equivalent to nothing.
Finally, at present, the application method of QR code has been suspended. Only some accounts have the right to invite friends, or can only rely on the official targeted invitation.
Here is the attached mailbox application method for online reference.
To: channels@tencent.com
Email subject: Video number beta + name or subject name
Body content: Wechat, personal or institutional introduction, and proof of your influence (such as original works, platform account names, number of fans, etc. screencasts or screenshots)
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