The video account has become the fastest growing module in the WeChat update this year. Recently, WeChat has also added support for the # tag in the conversation, but this tag has nothing to do with chat. Clicking the font that turns blue will directly link to the video feed with this tag in the video number. It seems that the WeChat video account has a new entry.
At the beginning of this month, users were still complaining about the live-streaming links of friends forced to top in the Moments of Friends. Unexpectedly, WeChat not only ignored the users' demands, but once again promoted the video account in a new way. The video account has been online for less than a year. It can be said that it is the most accessible functional module in the WeChat ecosystem. The data of the WeChat video account has no other data to refer to, except for the 200 million advertisements in Zhang Xiaolong’s circle of friends. I can feel that WeChat is promoting the video account in Biqiquan.
What role does the video account play?
WeChat has been in development for more than ten years, but even if the real core modules include today’s video accounts, there are only five, namely chat, Moments, official accounts, video accounts, and mini programs. Although there is nothing else to shake and watch. Look, search, search, but in the author's opinion, these can only be regarded as supplements. Among the current five major functions, only official accounts, video accounts, and mini programs can be called innovations, and the rest are core functions necessary for social interaction.
At the peak of the development of the official account, its window status can be compared with that of Weibo. There is almost no social product function that can replace WeChat's official account. It is precisely this recognition. The official account has a peak period of several years, and the official account on the WeChat platform has a scale of tens of millions. . But now that the opening rate of official accounts continues to decline, the importance of this feature seems to be declining.
When the official account was first launched, it carried the grand blueprint for the commercialization of WeChat, but now, the official account has not opened the door to the commercialization of WeChat.
The WeChat mini-programs became popular through the jump-and-hop mini-games, and were imitated by many products. Today's mini-program ecology can be said to be fully mature. However, in terms of specific products, the mini program still plays a basic bearing function. It is its biggest purpose to attract traffic and increase user stickiness, and it does not seem to have much future in commercial participation.
It seems that the heavy task of commercialization can only be undertaken by the video account. When the video account was first launched, the outside world regarded it as WeChat’s Douyin and Kuaishou, but in fact, the internal logic was completely different. Both Douyin and Kuaishou were video social networking for strangers, or it could not reach the social level. , More of a video-based entertainment product. Because one of its most important points is that there will be no social relationship between creators and users. But the foundation of WeChat products is to socialize with acquaintances. No matter how WeChat changes, the genes of this product cannot be changed. Although the social relationship of WeChat now far exceeds the category of "friends", at least in terms of product design, if you want to get the news of the other party, becoming a friend will be a prerequisite.
The video account is breaking through the social restrictions of WeChat acquaintances
Video is good. At present, the popular content of information flow is classified into three categories: friends, following and popular. Friends is actually another way of displaying static friends. It can also be seen as an attempt to transform WeChat Moments, while following and Popularity is entirely the logic of strangers. In the future, the video account will definitely open up all the core modules of WeChat. After the other four modules accumulate traffic and generate basic trust, commercial conversion of the video account is the biggest plan of WeChat.
How should the video account compete with Douyin Kuaishou
Douyin and Kuaishou have basically swept almost all head video bloggers. At this level, WeChat is lagging behind. With the launch of Kuaishou and Kuaishou, this gap will continue to widen, but this does not mean WeChat’s The video number must not be overturned. The video account relies on WeChat's big ecology, and the video account already has all mature commercial basic components. This is the biggest advantage of video number compared with Kuaishou and Douyin.
At the same time, because of a certain social foundation, the content quality of the video account will be better than Kuaishou and Douyin after gradually expanding the scale. Douyin and Kuaishou now have quite strong monetization capabilities, but at the same time they also bring about the problem of the disappearance of product characteristics. Video numbers can develop in the direction of differentiation in terms of content.
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