In the four seasons and annual reports published by Tencent in 2022, there are several key points about the video account:
1. Driven by the growth of chat and non-chat scenarios, the total usage time of WeChat will continue to grow in 2022. The usage time of the video account was three times that of the same period last year;
2. The video account gained more users' minds during the live broadcast activities. A total of 190 million users watched the 2023 CCTV Spring Festival Gala live through the video account;
3. The income from the live broadcast service of the video account increased;
4. Benefiting from the strong demand for in-feed advertising on video accounts and the resumption of growth of mobile advertising alliances, social and other advertising revenues increased by 13% to RMB 21.4 billion.
Then in the 2023 WeChat public class "WeChat Covenant", other data of the video account were also announced. Active authors doubled year-on-year, user consumption time increased by 3 times, tens of thousands of fans increased by 4 times, and 800% of live broadcasts brought goods Sales increased, and 447% of anchors’ total income increased.
Image source: WeChat Open Class
These data show that after three years of development of the video account, the stickiness of users and the establishment of the business system have become more complete. Recently, video accounts have continued to open revenue-increasing monetization actions for video account creators. Where are the opportunities for creators? Let's take a look with the watermelon data.
1. Continuous monetization,
the way to make money is up! up! up!
The vast majority of creators cannot rely solely on generating electricity for love, and increasing income and realizing it is a real problem.
The monetization and income methods of the platform are great encouragement and support for creators. Recently, the official end of the video account has provided strong support to creators, increased monetization channels, and expanded monetization efforts.
The small task is a "cash solicitation task" for high-quality creators with hundreds of fans in the video account. The tasks cover various types such as e-commerce, film and television, variety shows, and games. Since its launch, a total of 100,000+ authors have participated, and a single video has earned a maximum of 100,000+ revenue.
On March 3, the video account upgraded the small tasks of the video account for creators. The small tasks have been upgraded in terms of sharing policy, task screening and operation services, bringing a new process experience and rich income returns to creators. As the creator's right-hand man to monetize, participating in all small tasks will increase the income by 40%. This is the direct benefit that the video account can see for creators.
Image source: WeChat Advertising Assistant
At the same time, the new small task display area supports creators to filter by task classification and multiple sorting methods, making it more convenient to participate in tasks and increasing the chance of monetization.
In addition to small tasks to increase the income of creators, the creation share plan has also attracted much attention.
On April 7, the video account creation share plan announced by the WeChat open class was officially launched. Qualified high-quality original creators of the video account have the opportunity to obtain more cash returns through the advertisement display in the comment area. From the day after the original video is successfully published, creators can check the estimated daily income of the video through "Creator Center→Creator Services→Creation Share Plan→Share Revenue".
Image source: WeChat Open Class
The creative share plan allows creators to make money in the comment area of the video account and directly increase their income. There is another way for creators to increase their income proposed in the WeChat public class is the paywall.
In the future, the video account will develop a subscription area to provide paid subscription services. For many creators, this service is needed to establish a long-term fan system and quickly establish their own commercial paid subscription system.
In addition, the video account also opened up a new link between corporate WeChat and WeChat customer service. The new link allows users to evoke the enterprise WeChat business card page or WeChat customer service dialogue window with one click in the video account scene, helping advertisers to receive traffic in a timely manner and improve user conversion. The video account has become an indispensable new position for advertisers to place native advertisements and convert private domains.
The new link makes the value conversion between creators and advertisers more direct and effective. Creators can not only accumulate their own user groups, but also quickly convert high-value customers for advertisers and benefit from them.
A series of income-increasing monetization methods recently provided by the video account provide creators with soil and nutrients. As the video account team said at this year's WeChat appointment: "We will continue to create a commercialized income system. Excellent creators should be rewarded for creating good content. Only by diversifying the rewards can the entire video account The commercialization of the platform has been made more stable, so that all creators can get more benefits."
It is very important for the platform and the creators that the creative income can grow steadily and healthily.
2. Why is it the video number?
For creators, whether to choose a platform to settle in, the method of increasing income and monetization is a consideration, but it is not the only criterion.
Why choose a video account is a question that creators must think about before entering.
As a part of the WeChat ecosystem, the video account is backed by the WeChat ecosystem, WeChat Souyisou, WeChat official account, video account, circle of friends, small programs, live broadcasts, etc. are connected, WeChat and corporate WeChat are connected, corporate WeChat and Tencent conferences, Tencent documents The integration of Tencent's big ecology has made the WeChat ecology a "standard configuration" in the matrix of advertisers and brands. Compared with other mature platforms, the video account is still in the bonus period as Tencent's "Hope of the Audience".
Backed by the public domain traffic and private domain traffic of the WeChat ecology, the video account has natural traffic. Unlike the former pan-information-based form, the video account has now transformed into a national consumption platform with rich and diverse content, and it also allows creators to have More possibilities.
Image source: Youwang Data
This means that a creator will have an easier way to grow in the video account, social recommendation + algorithm recommendation, making it possible to become popular overnight.
For example, the growth of "Little Lion Diary" in the video account. In 2022, Little Lion's Diary entered the video account, and released 6 works in the first year. These works allowed him to start from 0 on the video account, accumulating 60 million views and 780,000 fans. refreshed. In addition to the excellence of the creator's own video, it is also inseparable from the traffic support of the video account platform.
Image source: Little Lion Diary Video Account
The video account is an ecology, which has both public domain traffic and private domain operations, as well as marketing components such as small programs and video account shops, which accelerate the incubation of creators and brands. Now the video account team is also paying more attention to the construction of the commercialization system and the benefits of creators.
The video account already has a relatively mature monetization product and service system for creators, and there are corresponding monetization methods regardless of the number of fans of the creator. The support of video accounts to creators can attract more creators to settle in, and the perfect means of increasing income and monetization will stimulate creators' creative motivation.
Image source: official video account
In the support provided by video accounts to creators, the barriers to entry are not high.
Taking the small task of the video account as an example, high-quality creators with more than 100 fans can participate. Through the "one-to-many" cash task model, they can cut into the user's strong social circle and use advertising components to efficiently convert.
Similarly, the Creation Sharing Program does not have a high barrier to entry for creators:
(1) The effective number of followers (number of fans) is 100 and above
(2) Comply with the content specification
(3) High-quality original authors
These monetization channels have low access thresholds, leveraging the original high-quality authors with hundreds of fans in the video account to participate in content co-creation, which not only stimulates creators to create more and better works, but also makes the ecology of the video account more active.
The video account team said in the 2022 WeChat open class that they have a simple wish to help creators earn some money and increase fans. The 2023 video account team is also working hard to create a good ecosystem. Creators rely on the WeChat ecosystem on the video account, and with the help of public and private domain traffic and platform support, they can accumulate fans on the video account, create a personal IP, and increase revenue at the same time.
For creators, now is still a good time to join the video account.
3. Where are the opportunities for creators?
After entering the video account, where are the opportunities for creators? How to output content and generate income on the video account? Here are a few directions for reference.
(1) Short video
In terms of short video content creation, the content needs to be unique, able to attract the audience's attention, and conform to its own positioning and current hot topics. There can be more innovations in the way of presentation, try different shooting techniques and editing methods, find your own style and make the audience feel fresh.
Taking "Zhao Jian's Reading Diary" as an example, Zhao Jian combined his hobby of reading with his video account. The video "Lonely Second-hand Bookstore" created 100,000+ likes, reposts, and favorites, and 40 million+ views. The pictures taken in the short video and the stories he narrated attracted users to watch. In addition, Zhao Jian also read books quietly on the live broadcast of the video account, and sold more than 10 million books in a down-to-earth manner. You can click on the picture to view the story about Zhao Jian.
Image source: Zhao Jian's reading diary video account
In addition to these common short video creation methods to attract fans, you can also find suitable topics for short video creation through video account small tasks and creation share plans to increase revenue.
(2) Paid content
Video account creators can accumulate their fans and increase income by providing high-quality paid content.
After determining the creative direction and positioning, and after finding out the fields and audiences you are good at, you can understand the needs and interests of the audiences, and create in a targeted manner. For paid content, there are often higher professional standards and stricter quality requirements. It is necessary to provide users with valuable content. By providing professional skills or knowledge, sharing experience and cases, etc., users can feel that they have paid for it. The content of the content is meaningful, and it is also necessary to maintain good and effective communication with users.
Reasonable pricing for paid content is also very critical. Considering your own creation costs and the audience's ability to pay, choose an appropriate price to attract users to buy. At the same time, you must also ensure your own income to avoid insufficient income due to too low pricing. You can refer to the official account for paid reading. For details, see "Single Article Income 20W, Official Account Paid Reading".
(3) WeChat Ecological Matrix Marketing
If you want to cultivate deeply in the video account, you cannot do without the entire WeChat ecosystem. The atomic components of the video account and all the capabilities of WeChat, communication, social networking, official accounts, mini programs, and payment provide creators with a broad space to flex their muscles in it.
Creators use these components of the WeChat ecosystem to set up their own public accounts, use WeChat applets for commercial operations, and use WeChat advertisements for marketing and promotion, helping video account creators quickly attract fans and users. Then cooperate with brands in related fields to expand the influence of video account creators and increase revenue at the same time.
The opportunities for video account creators are of course more than the above three. Creators need to constantly pay attention to changes, seize opportunities, continue to explore and try, improve their creative level and brand value, and gradually establish their own marketing matrix in the WeChat ecosystem.
4. Conclusion
As the video account team said on the WeChat covenant: "Let all our content creators have income here, have healthy, long-term, and growing income, and this is the next goal we pursue." Video account creation In the process of looking for opportunities, investors should master the rules of the platform and grasp the changes of the platform, which may make this road easier.