The video account focuses on the "social economy", expanding the public domain for users and digging into the private domain. Under the wind, chasers-creators, merchants and brands are coming one after another. After a year of evolution, what monetization business models did the video account give birth to? Who made money on the video account? Based on the development of the video account in the past year, the editor summarized the following 8 monetization models.
It can be said that the content creators who joined the track of video number all have this mentality, "This short video contest, with its huge daily active user traffic, Tencent is unlikely to lose. They will definitely invest a lot of resources and energy. Come to support the video account", as all parties enter the video account, a battle for gold is inevitable.
Among them, advertising and e-commerce are the main highlights of video accounts. In this year, a group of pioneers have tasted the sweetness.
Live broadcast + e-commerce
A single live broadcast of goods reached 10.26 million
In a live broadcast this month, the emotional anchor "Liu Xiao" brought 60 items such as cosmetics, skin care and daily necessities. The final transaction amount reached 10.26 million yuan.
Compared with other platforms with tens of millions of viewers, 80,000 fans in Liu Xiao’s live broadcast room have sold tens of millions, which shows that the users in the live broadcast room are very sticky and have strong purchasing power.
Liu Xiao's record of bringing goods can be said to be a successful case with the video number bonus. The entrants are the first to test the waters and try to find a sweet success.
Short video with goods
One category is accounted for 120,000
"Huangfanfan Food" is a food creator of the video account. The work focuses on introducing home cooking methods. The video style is short and succinct, and the food is very reproducible. Therefore, the verticality is very high and it is very easy to get likes and comments. .
In the small store associated with the video number, you can see many purchase links for food, such as bacon and sausages. According to one of the categories, 168-560 yuan, a total of nearly 800 people have purchased it, and at least nearly 120,000 yuan has been credited. And know, relying on short videos to bring goods, how objective income is.
Content + brand placement
"Fang Qikiki" is a travel blogger. Most of her journeys are exploring domestic attractions. There is no team to support her. From the conception of the copy to the shooting, only she and her boyfriend work silently. Fang Qi's individual works will include product brand advertisements, such as bank credit cards and automobiles.
She also said in the video: "Two people, one camera, walking on the road more than 300 days a year, relying on the content of the heart, one after another received advertisements, this year I made my first million in my life."
Local life exploration shop
"Fat Boy Eats Shenzhen" is a food blogger. He often searches various food shops in Shenzhen and introduces food specialties to fans.
Discovering food sharing strategies is a pleasing business model for making video accounts, which can please the users who rely on food for the people, and can also profit from cooperation with businesses.
According to insider sources, the price per game for food bloggers ranges from 8,000 to 20,000, depending on the level of fans and traffic.
Professional field + short video
Professionals from multiple industries are gradually sharing vertical content on video accounts, such as law, insurance, and investment. Compared with Douyin's high threshold and difficult diversion, the video number is more suitable for private diversion, which is convenient for later realization.
"Wake up, Zhang Lu" is a video account of a content carrier that popularizes legal knowledge. The main feature is the plot while popularizing the law. It is entertaining and has practical value.
Some lawyers said that it is difficult for new lawyers to compete with old lawyers in terms of knowledge and social connections, but short videos may be an opportunity for them to overtake in a curve.
Matrix handling
Matrix handling is an assembly-line production work that does not require too much technology. Don't think that handling works is just to increase fans. In the era of short video, monetization is king.
When moving videos with a small program to "test your fortune next month", many people are attracted to test and watch ads, and the video owner will get advertising revenue. It is not difficult to expect revenue of tens of thousands of dollars on that day.
Live rewards
Last year, the video account continued to make big moves in the revision of WeChat, and it has already launched functions such as rewarding. The live broadcast of the video account can be rewarded by recharging the virtual item "WeChat Bean" in WeChat. 1 WeChat Bean can send a love. The most expensive gift is Taohua Island. It costs 8888 WeChat Beans, which is about RMB 1269. .
As long as you dare to show your face, whether it's singing, talking about jokes or simply chatting, it's not difficult to get rewards on the live broadcast.
Community + live broadcast (online education)
Online education has become a common and high-frequency social learning behavior, which greatly reduces the cost of learning. Affected by the epidemic last year, everyone has gradually realized that the implementation cost of creating live education online is lower.
When online education uses the paid community + live teaching model, it must be an industry with great development potential on the video account.
Video account online marketing, live broadcast, e-commerce and other functions have been basically completed. The video account connects users, content, and commerce in three sections, and realizes the closed loop of traffic conversion and repurchase in WeChat, which has huge commercialization potential. Zincbang predicts that by fully tapping the long-tail value of private domain users, using low-cost advertising and marketing, relying on huge private domain user traffic, video accounts will quickly rewrite the short video market pattern and give birth to a new business model based on short video social interaction.
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