"Eye Taobao" is released! How to seize the dividends of Taobao's short videos?

　　"Eye Taobao" is released! How to seize the dividends of Taobao's short videos? As we all know, the huge traffic and profits brought by Taobao live broadcasts. Recently, Yingxiang Taobao has been released freshly. How to seize the dividends of Taobao’s short videos? Let’s take a look at what Yingxiang Taobao is? How to play Yingxiang Taobao?

　　Taobao has turned on the short video mode, and after Taobao live broadcast, another large traffic entrance. The car has started, can it go? Taobao X short video has entered a more productive stage.

　　According to the introduction of Zihan, the relevant person in charge, Taobao’s short video business carries all the short video content on Taobao and has a very powerful content library. Among them, the more mature "Eye Taobao" is a high-quality library in the business.

　　As a short video shopping guide platform that Taobao promotes, short videos approved by Yingxiang Taobao will have the opportunity to be distributed to multiple shopping guide scenarios in Taobao, such as good goods, daily good stores, must-buy lists, love shopping, guess you like, Taobao, etc.

　　At present, these short videos only appear in Daily Good Store. The news obtained by "Digital Entertainment Factory" from Yingxiang Taobao is that it is expected that by the end of April, the above shopping guide scenes will appear in short video content one after another, and in the future, short video content may also be connected to Taobao on PC.

　　At the same time, Yingxiang Taobao is recruiting short video content creation institutions at the bottom and providing previous traffic support. Taobao will also recommend commercial cooperation for top content producers.

　　It can be predicted that short videos will become an important layout in Taobao’s content trend, and the traffic tilt may not be under live broadcast. How should brand merchants, short video content creation institutions, and even Taobao experts seize this initial opportunity like when logging in to Taobao on live broadcast?

　　Taobao short video content library - Yingxiang Taobao

　　"Our positioning is a consumer short video platform for life." said Zihan, the head of Taobao short video.

　　Just like Taobao Live, which is positioned as a live-streaming consumer broadcast, the difference between Taobao short videos and short videos currently popular in social networks may be that they have distinct shopping guide attributes. According to Zihan's explanation, there is at least one product or merchant or brand information in the video that can be purchased.

　　Judging from the short videos currently logged in to the Daily Good Store, when a certain product appears during the playback process, the viewing page will see the shopping links of the same or similar products at the right time. Consumers can directly add the shopping cart and buy while finishing watching.

　　In addition, Taobao short videos require strong interaction like live broadcasts. A familiar way of playing is that Taobao short videos can also provide interactions such as sending Taobao coupons.

　　In terms of content duration, Taobao short videos are not unique. Within 3 minutes, it is best to play the video in full for about 90 seconds. However, for the current different display channels of Taobao, the requirements for the duration of short videos will be slightly different.

　　The public may not be surprised by Taobao's launch of short video content. In 2016, Taobao launched Taobao's second floor. The first season of the short video program "One Thousand and One Nights" caused a huge response. In terms of sales conversion, taking the episode of mackerel dumplings as an example, as of 10 am the second day after the program was broadcast, its sales volume has increased by 150 times compared to usual, which shows the shopping guide ability of short videos.

　　On April 26, "Night Playground" ushered in its finale. Many consumers left messages, lamenting that even though they knew "Night Playground" was an advertisement, they still had to watch it without hesitation.

　　"Behind the transaction is actually consumer content. Taobao is already a well-known consumer media. Taobao does not seek content subjectively, but it does have so much content." Zihan said. Previously, Jack Ma also joked that every night there are many little girls shopping on Taobao and don’t buy anything.

　　At present, Yingxiang Taobao’s short video content comes from the content producers who participated in the test in the early stage. Next, short videos will be gradually included in more institutions and experts. Once the short video content after review and release meets the content needs of various channels on Taobao’s homepage, it will be automatically captured and displayed in a wide range of faces.

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