The video account breaks the short video attribute, changing from an entertainment attribute to a comprehensive lifestyle. Everyone can use the video number, which is the correct way to open it.
Video number opens a new way of life
As a part of the WeChat ecosystem, video accounts are gradually integrating into the lives of the people with social thinking, and have become integrated with the WeChat social ecosystem.
The content of the video account is gradually enriched. The background data shows that there are many content creators in categories such as emotion, science popularization, and funny, and many brand companies are competing for the advanced field and occupying private domain traffic.
During the Spring Festival, WeChat red envelopes were shot again. Individual users only need to register a video number to generate an exclusive red envelope cover. And embed the content of your own video number in the cover of the red envelope. When fans, relatives and friends open the red envelope, they can see the video number through the cover red envelope, and even follow the forwarding. The red envelope cover has become a bridge between potential fans and creators.
In addition, you will find that the frequency of video accounts in major WeChat groups has become higher, and they are more willing to open and watch the content inside.
Whether it is a red envelope cover or forwarding and sharing, it is undoubtedly the advantage of social attributes to push traffic to the video account. But in particular, the public is not disgusted, because the video account also has entertainment attributes, which can bring entertainment value to users.
In fact, when everyone is active on WeChat, it is easier to open the video account, which is mainly due to the social features of WeChat.
As of December 2020, the number of online video users in China reached 927 million, an increase of 76.33 million from March 2020, accounting for 93.7% of the total Internet users. Among them, the scale of short video users is 873 million, an increase of 100 million from March 2020, accounting for more than 80% of the total netizens.
It can be said that video is gradually becoming the mainstream content form, and may even replace graphics and text. Various vertical industries must overlap with short videos, and video accounts with social attributes have more room for imagination.
The video account relies on the innate advantages of WeChat's social networking, uses likes, reposts, and Moments of friends to communicate with others, and finally opens up traffic portals for content creators.
The show just started
At present, the video account infrastructure is completed, and diversified business models such as live e-commerce, knowledge payment, and game live broadcast will have to release greater commercial value.
After the precipitation of the cover of the Spring Festival red envelope, the video number will accelerate this year, the ecological richness will gradually increase, and the commercialization path will become more mature.
Open the homepage of the video account, place "Friends" at the C position of the tab page, with "Follow" and "Hot" on both sides. Compared with other video platforms that distribute based on user behavior preferences, video accounts follow a social approach and rely on friend recommendations.
A creator who did not want to be named told Zinbang that the quality of works posted on the video account is better, and social recommendations have a ripple effect and will continue to spread. A popular video is still popular after being released for a period of time, and messages can still be received in the background. And likes; but the short video platform that relies on traffic recommendations can only see the traffic, and the content life cycle is short, and the attention can only be concentrated in a short period of time.
Industry insiders have judged that relying on WeChat's strong social relationship chain, video accounts will be a huge dividend for the short video industry in the next few years.
Content serves as a way to attract low-cost traffic, while e-commerce and live broadcast are monetization methods, and the ultimate goal is still to serve commercial monetization.
A series of iterations of the video number is just to improve its basic form, in order to grow a more luxuriant short content business ecology.