I don’t know if you have noticed that there are more video numbers that appear in Moments.
At the new list video conference, Zhang Heng shared data showing that among the top 500 accounts, the top three account types came from emotions, music and life.
In the past, people were used to sharing short videos of Douyin Kuaishou in the circle of friends. WeChat watched their traffic fleeing but couldn't help but now this situation has improved a lot. WeChat users have gradually accepted the video account, and the video account seems to be Really got up.
Since its launch on January 19 this year, the video account has been thinking about "counter-attack". Then, near the end of the year, has the video account really risen? On the road of short video, what kind of video number does it exist?
Tencent is determined to catch up with short videos
Tencent has already deployed short videos before shaking short videos took the Internet by storm.
As early as 2013, Tencent launched Weishi, smashing a lot of resources on Weishi. But the helpless micro-vision is like A Dou who can't afford to support him, and has never been popular yet.
In the mid-life crisis, Tencent was extremely anxious and rushed to catch up with short video. Now Tencent has been in the short video field for 7 years. In these 7 years, Tencent has successively launched more than a dozen short video software such as yoo video, meal video, cat cake, etc. Exposure and celebrity effects, despite Tencent's own efforts, have not caused much splash.
Just when everyone was about to laugh at "Ali is not good at social networking, Tencent is not good at short video and e-commerce", Tencent has a big move, no longer obsessed with developing independent apps, directly inserting the video number in WeChat, trying to use Hundreds of millions of daily activities of the national social software WeChat have driven the development of video accounts.
The Buddhist WeChat account is full of wolfishness on the video account. Since the test in January, the video account has been revised at least ten times. Starting in June, the video account is no longer entangled in internal testing and large volume radius, fully opening user registration, showing the speed of change that has made the industry awe.
In June, the homepage of the video account was divided into four modules: "Follow, Friends Like, Popular, and Nearby" from a single information stream. At the same time, the importance of "Like" has been increased, the @ function has been added, and a strong red dot reminder has been added to the "Video ID" column of the discovery page to continuously deepen the social interaction function of the video account.
In July, a new comment barrage function was added to the video account . It can be seen that this inherits the advantages of station B. The form of sharing to the circle of friends has also been adjusted from the graphic link to the card form, indicating that the video number has officially opened up the private circle of friends. Domain traffic pool.
In August, the video number entrance was further increased. The video number can be searched in the search results of the "Sou Yisou" grayscale test. At this time, the video number assistant has also entered the internal test.
In September, the video account was connected to selected popular videos from "Take a Look", and the online editing tool Mianjian was launched. You can see that this is Tencent's layout in the editing market. After all, Kuaishou has Kuaiying and Douyin at this time. At this time, the video account also launched the "video account promotion", which is similar to Douyin's DOU+ product , to help creators accelerate their popularity .
In October, when the video account was revised, a small WeChat store was added to mark the TikTok product window. Users can see the store associated with the account owner on the video account homepage. At the same time, the live broadcast function has been improved. form.
At the same time, the video number has further relaxed the video duration limit from 15 minutes to 30 minutes, which not only gives creators more room to play, but also is more conducive to the output of professional content. It is worth noting that Douyin also opened up short video durations during this period.
In addition, the connection between the official account and the video account has been deepened. The official account has opened the video account internal test function. Users can directly click on the card to jump to the video account interface while watching the article, and click on the account’s main avatar to enter Video number homepage. This has opened up a new path for the difficult public account to increase fans and pay for reading.
The strong traffic support and the strengthened sharing link shows WeChat's determination to vigorously support the video account. With the increasing number of creators and content, video numbers are also clamoring to embark on a broader road.
Over 200 million video accounts in China and Japan in the year form a unique ecology
From the above combing, we can conclude that the video number is mainly revised around three aspects.
First, in terms of functions , video numbers are becoming more and more perfect, including open live broadcast functions, Moments sharing functions, etc. Second, in terms of commercialization, video accounts provide video creators with professional operating tools, such as video account assistants, to help businesses realize their profits. The third is the connection with WeChat. The video account has gradually opened up the flow of the entire WeChat ecosystem, such as Moments, hashtags, take a look, etc...
So, after all these efforts, can the video account meet the expectations of WeChat?
In the middle of this year, Zhang Xiaolong revealed on WeChat that the daily life of WeChat video accounts has exceeded 200 million. It can be said that it has exceeded expectations in just five months. After all, the entire WeChat has given the green light to the video account all the way, making it a good conversion of WeChat users. This is the reason why the video account has risen rapidly this year.
Moreover, within the unique ecology of WeChat, WeChat video accounts have formed their own characteristics.
(1) Among video account creators, most are female creators. This is a major feature that distinguishes video numbers from Douyin Kuaishou. At the new list video conference, Zhang Heng shared a data. Female creators account for more than 60% of the video accounts, which indirectly leads to the current top 500 account types in the top 500 are all from emotions, music and life .
(2) Video account users are more patient than Douyin Kuaishou users and are more willing to watch longer videos. This is another feature that distinguishes the video account from the Douyin Kuaishou. The users of the video account prefer longer videos rather than particularly short-paced ones. According to statistics, most of the small videos on Douyin are within 15 seconds, while the short videos of the video number are mostly 16-30 seconds, or even more than 40 seconds.
(3) Due to the trust endorsement of WeChat, a large number of brand companies have entered the video account. The entry of the enterprise account helps to accelerate the commercialization of the video account. After all, the enterprise account on the Douyin Kuaishou account was entered at a later stage.
In terms of content, the video account has well accepted the content migration of the official account, helping the owner of the official account to occupy the video account in a short time, and the mature commercial system of the official account is also migrating. But compared to Shake Kuai, video numbers are mostly based on private domain traffic. In other words, this is not good for amateurs and business anchors who do not have private domains.
Is it feasible to integrate Weishi and bet on the future layout of the live video account?
Unlike short videos, WeChat users are already close to the ceiling. At the same time, the activity of the official account has been declining in the past two years. After the WeChat video account has taken off, Tencent also needs to constantly update the gameplay to increase the video account. Many possibilities.
(1) On e-commerce, the video number is betting on live broadcast. At present, there are at least 8 entrances for the video account live broadcast: the video account homepage, the top of the video account "friends" page, the WeChat group sharing card, the top of the video account "follow" page, the top share of the circle of friends, the start of the broadcast reminder after appointment, etc.
Moreover, the video account owner can create live broadcasts and live broadcast previews anytime and anywhere, and users can also schedule live broadcasts on the video account homepage, which shows that the video account attaches great importance to live broadcasts.
why? In fact, this is because the video account not only carries Tencent's short video ambitions, it is also a weapon for Tencent to leverage e-commerce.
Thanks to the participation and promotion of platforms, merchants and consumers, the sales model of live broadcasting has become the core driving force for market growth. On the day of Double Eleven alone, 33 Taobao live broadcast rooms had sales of over 100 million yuan, and nearly 500 live broadcast rooms had a turnover of over 10 million.
According to iiMedia data, the scale of the domestic live broadcast e-commerce market has grown rapidly from 19 billion yuan in 2017 to 433.8 billion yuan in 2019. It is expected that the scale will reach 961 billion yuan in 2020, a year-on-year increase of 122%.
At this stage, the live broadcast of the video account is still in the gray-scale test stage, and it cannot support commercial functions such as rewarding, bringing goods, and paying for knowledge, but it is not difficult to imagine that with the iterative update speed of the video account in the past few months, this day will come soon . By then, "public domain traffic video number + private domain e-commerce mini-program live broadcast" will become an important choice for more and more companies in marketing.
At present, the monetization mode of the video account is still the most effective advertisement. For example, the WeChat large "Night Listening" of the incoming video account battlefield has accumulated 500,000 video account fans, and a single video offer has reached 200,000. In the future, the video account hopes to develop to the TOC model, that is, to treat users as customers.
(2) It is possible that the video account will be included in the microvision . Previously, WeChat’s best APP in the short video field was Weishi. After the video account came out, Tencent may integrate Weishi into the video account ecosystem to strengthen its short video team.
This can be seen by referring to Tencent's actions over the years. In order to strengthen its live broadcast ecosystem this year, it has pushed the merger of its Douyu and Huya. On the road of short video, Tencent is likely to repeat its old tricks. After all, Microvision has a strong operation team and strong content, technology and content combination, which can well fill the shortcomings of video number content.
On the other hand, Weishi changed its name to the video account to become an independent app that connects with the video account, which can also alleviate the anxiety of WeChat being too bloated.
In general, the video account has great strategic significance for Tencent, and it is also Tencent's last battle in the short video track. The video number has built a complete ecological chain and completed the basic stress resistance test. Next year is likely to usher in an outbreak period. New tactics for the new year. There will be major changes to the "stress resistance" video number, and the war of short videos It's far from over.
Author: rather lack
Article source: Songguo Finance, please indicate the copyright for reprinting.