How to play a good video number?
Based on my little experience, give some tips on content:
1. Video port number is discouraged
When the video account was opened, there was a notice from the official, and the attitude towards the handling of the works was very clear.
At present, I have observed some video transfer accounts. Some of these contents are indeed quite popular on Douyin, such as intercepting some movie clips, popular videos from other places, etc. However, on the video account I found that most of this kind of content is liked. In the single digits. If you want to make a video number, it is recommended not to spend time on transportation.
2. Encourage original
creation by real people. High-quality original content can always be recommended. This is the truth everywhere. Real-life originals are more popular. If you are a knowledge author, live-action original videos are recommended.
3. Funny category may not be popular
The content ecology of WeChat and Douyin are not exactly the same. There are often some rational or really valuable things on WeChat, but most of them are entertainment and funny.
The content that is popular on Douyin may not be popular on the video account, such as the content in the picture below. There is no such thing as a video fire on the video account, and everyone is vying to imitate it. Of course, with the expansion of the user scale, this may change.
4. Drama and music performances require excellent content.
This category is not different from the laws of other platforms. As long as the content is good enough, there are opportunities. Authors like Papi sauce are examples.
The future of video numbers
The current form and function of the video number are relatively single, and with the advancement of users and operations, this aspect is not a big problem.
At present, the video account can be associated with the WeChat official account content, which is very important. It can divert with the official account. A popular video can bring traffic and fans to the official account content, and vice versa.
At the same time, the official account can be associated with small programs, malls, etc., so the video account can be indirectly associated with all products in the WeChat official account.
In addition, the video number is associated with a small program, so that it can play a role in product promotion and monetization. It is also connected to the live broadcast, so that the author of the video account can complete the live broadcast in the site like Douyin and Kuaishou.
Therefore, I think the strategic decision of the video account is to help WeChat complete the full ecological layout of graphic content + short video content + mini program (promotion + delivery) + live broadcast, so as to regain the time that was lost in Douyin.
As for whether the video account can be made, it is too early to draw a conclusion, but WeChat's determination this time is great. Last year, Zhang Xiaolong said in the WeChat open class: WeChat’s short content will be the direction we want to work on.
Based on recent actions, WeChat is going to push short videos again. I said before that the reason why Instagram has not been born in China is because the circle of friends is Instagram. Most people's life photography is shared in the circle of friends. In the past, the picture socialization was official, so it was not done.
Now the ecology of the video account is very similar to Instagram, and the ecology of Instagram may eventually have to be done by Tencent.
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