domeet webmaster

The winner is not the one who comes first, but the one who prepares first.

Look at business with perspective. Super perspective, cutting-edge observations from new business practitioners.

Text | Special Observer Akiba

Edit | Lu Fang

Why is the video number a bonus?

Video number is a strategic product of Tencent

Tencent has tried a lot of short video products in the past two years. Most of them ended without problems, and there is only one microvision that relies on the QQ ecology to work hard. And Tencent cannot be absent from the short video track. After Weibo, Douyin, Kuaishou and Station B have all successfully become mainstream players on the short video track, Tencent’s short board in the short video field has become increasingly prominent and must be resolved. The name of the video number reflects that Tencent wants to break through short videos again with the huge traffic of WeChat ecology.

Zhang Xiaolong said in the WeChat public class in 2020, “Compared to the public account, we lack a carrier that everyone can create. Because we can’t require everyone to write articles every day. So it’s like before in the public As the lesson said, the short content of WeChat has always been our direction. If it is successful, we may also meet with you in the near future. After all, expression is everyone’s natural needs. WeChat accidentally made the public platform into an article as The carrier of content, which makes WeChat lack in other short content. We attach great importance to the content that everyone can create. “

The WeChat video account is a strategic adjustment to the past WeChat ignored short content. WeChat will definitely invest resources to promote it. The entry of the video number is directly set in the WeChat “Discover” menu, and the position is very eye-catching. From this point, it can be seen that WeChat attaches great importance to the video number. Compared with Tencent’s short video creation platform community Weishi, so far, it has only won the qualification to repost the circle of friends.

In addition to higher-level entrances, the star celebrity lineup invited to enter in the initial stage of the video number is very large, and the rules are designed rigorously, and the supervision of infringements such as handling is also very strong. I hope to guide the healthy development of the entire video number ecosystem.

These signals indicate that both Tencent and WeChat treat video numbers as strategic products. As a WeChat ecosystem with 1.1 billion users, any strategic product launched will not lack traffic. As long as it attracts and retains users,The video number can form a new ecology and bring new traffic dividends.

Video number opens the closed loop of social public domain traffic of WeChat ecology

In the past, WeChat Ecology could also send circle of friends, small videos or instant videos, but these contents are restricted to your friends in the circle of friends to watch, which belongs to “private domain traffic”. The video number means that the WeChat platform provides a small video to the “diffuse circle of friends + WeChat group + personal account”, so that everyone’s short video content can be seen by more people, thus letting go of the WeChat ecosystem impossible in the past Restrictions on spreading small videos such as Douyin, Kuaishou, etc. We only need to simultaneously publish our short video content to the video number, and then we can spread and circulate in the WeChat ecosystem. This is a new channel for traffic transmission.

Also, the WeChat public account article link is allowed from the beginning of the video number, which means that The channel to bring goods through the video number is already open. You only need to guide everyone to click the associated WeChat public account link in the video number content , Users can recommend products and services in WeChat account, forming a complete business closed loop.

If the video number is allowed to be associated with the WeChat applet in the future, you can place an order on the applet immediately through the video number recommendation, and the imagination of commercial transformation will be further opened. For those who have enough fans, you can also speed up the conversion by importing Tencent Live, and then deposit the fans in corporate WeChat.

Once the “Video Number + WeChat Public Account + WeChat Mini Program + WeChat Live Broadcast + Enterprise WeChat” is opened in the WeChat ecosystem, Tencent will form a new game against Ali’s social e-commerce. There is no doubt that it is Ali Ecology that is highly nervous now.

However, as long as the video number is popular, all traffic platforms do not have a penny, so in the early stage of the brutal growth of the video number, that is, the bonus period of the platform that does not charge tolls because it requires horse racing. It is worth everyone’s time to study and quickly catch.

Which companies and individuals have seized the bonus for the first time?

Case 1: DJI filmed a small company visit video with a drone

DJI is a legendary but also mysterious company in the Chinese technology industry. The first video launched by DJI’s video number is a blockbuster. The theme of the video number is to show you the company’s headquarters from a drone perspective. Using a drone shooting angle to take everyone to experience the company environment is not only in line with the company’s product characteristics, but also particularly suitable for video sharing. This is a very successful brand promotion case.