Recently, WeChat announced the launch of the "Video Account Mutual Selection Platform".
WeChat official stated that the video account mutual selection platform is a trading platform where brands and creators choose each other in both directions and freely reach content cooperation . Brands can choose corresponding creators to cooperate based on the brand tone and the dimensions of target groups; when the creator accepts the invitation, they will customize content for the brand based on brand needs and fan preferences.
In addition, the platform will also provide a healthy content transaction ecosystem, dedicated platform services and acquisition of case closing reports to improve user experience.
WeChat has produced cooperation cases between OPPO and four creators, and the content produced has reached millions of exposures and hundreds of thousands of users’ likes.
The video account mutual selection platform is like the Laogao e-commerce circle. In order to obtain excellent members, WeChat has also announced corresponding thresholds:
Brand:
1. Meet the WeChat advertising contract advertising access category requirements
2. A single cooperation budget of 100,000 or more
Creator:
1. Video account effectively pays attention to users of 10,000 or more
2. Successfully completed real-name authentication and video account authentication
3. Continue to publish original and high-quality content
I wonder what impact will the interactive platform launched by Video Account have on the current short video market?
Three-point world's video account, Douyin, Kuaishou
Ten years ago, the birth of 4G subverted the dominance of graphics and text information, and short videos gradually came into people's eyes.
In 2016, Tencent was still trying its best to promote Weishi, but it internally believed that the monetization ability of short videos was really limited. As a result, Tencent gave up the short video field and missed the best period.
At this time, ByteDance seized the opportunity and investigated almost all the products on the market, targeted videos that were about 15 seconds, and gave 1 billion yuan to Toutiao's short video creators. 17 months after its launch, Douyin's DAU exceeded 100 million. ByteDance, which tasted the sweetness, has been rushing forward and launched the e-commerce function and the intelligent advertising docking platform "Star Map", to realize commercial monetization for platform institutions and Internet celebrities.
Douyin relies on recommendation algorithms to conduct user analysis, and then automatically push videos with large likes and comments to more people's mobile phones to achieve fission.
At this point, Douyin has become the top player in the short video field.
Another overlord in the short video field - Kuaishou, before it transformed in 2011, Kuaishou was just an animation image generation tool. In the absence of extremely high similarity competitors in the overall environment, Kuaishou used the decentralized community ecology and low-threshold difficulty in using it in 2013, and highly catered to users' preferences in the UI design of the APP, locking in a large number of loyal users.
Kuaishou takes advantage of the opportunity to give ordinary people the sharing of life and create content to encourage UGC content. In 2015, Kuaishou ushered in a boom period, with the number of users exploding from 100 million to 300 million in just 8 months, establishing the position of the overlord of short videos.
The pattern of "Dou" and "Quick" in the south has been finalized. On the other hand, the video account, which was less than 2 years old, can only face the difficulties when looking at the public account that is gradually declining. Using the WeChat "bloodline" flowing in his body, he caught up with the two big brothers in front in a short time.
As of the first quarter of 2021, the average DAU of Douyin was 510 million, the average DAU of Kuaishou was 295 million, and the average DAU of video number was 280 million. At this time, Xigua Video, which is in the second echelon, reached 34 million.
The video account stood on the shoulders of the giant and jumped into the first echelon, sharing the world with Douyin Kuaishou.
Private domain—the social relationship of video accounts
Douyin’s proud algorithm is beyond the reach of many companies. Its main social model is to use big data to build social interactions for strangers. As a pioneer of the "sand sculpture and earth tide", Kuaishou has gathered the "small town youth" in third- and fourth-tier cities to create a mature old-fashioned social networking.
The circles of strangers and young people in small towns have been seized. How should video accounts break the circle?
Back then, WeChat tried to open up advertisements on Moments, allowing both the brand and WeChat to taste the sweetness, so a new type of social dividend was born - private domain.
Although Video Account is a new social platform, it is supported by WeChat, the "king of social interaction" in China.
As long as you open WeChat, the video account information will come to you: friends on the discovery page like reminders, friends sharing cards in the circle of friends, and even the red envelope cover is displayed. It can be said that for the sake of "red", WeChat does everything.
On the basis of WeChat traffic, use the user's own friends to establish a "private domain circle" short video and build a video-based "moments circle" .
Therefore, the social relationship targeted by WeChat Video Account is very clear, focusing on private domains and ignoring strangers.
In addition, the live broadcast and e-commerce functions of Video Account were launched as early as last year, which means that "traffic + short video + live broadcast + e-commerce" has formed a closed-loop business loop, and sufficient commercial value will also break out of the cocoon.
The "trump card" of overtaking on the curve
Some people will definitely be suspicious. WeChat’s so-called business closed loop has long been realized by Douyin and Kuaishou. Where does the commercial value come from?
First of all, putting aside the blessing of live streaming, short videos, and e-commerce, the traffic that WeChat has in it is incomparable to any domestic social media platform. At the beginning of this year, Zhang Xiaolong said: "Every day, 1.09 billion users open WeChat, 330 million users make video calls; 780 million users enter Moments, and 120 million users post on Moments."
In November last year, Tencent announced that WeChat users had exceeded 1.2 billion, while QQ users had only 617 million.
With such a huge amount of traffic, even a product that is not outstanding can become a phenomenal hit. So for video accounts, the potential traffic of more than one billion is commercial value.
Secondly, the birth of the video account has formed a situation of three countries with Douyin and Kuaishou. How to stand out from it is the top priority at present.
So, the video account mutual selection platform was incubated.
As mentioned above, the mutual selection platform is built for both the brand and the creator to trade freely. This means that in the past, big brands took the initiative to seek cooperation, and creators could only wait at home for promotion, but now creators can recommend themselves, casting nets to apply like submitting resumes, giving N more money-making opportunities.
So what the creators heard was that video accounts can make money, and they can make money just like the official accounts in the past, so hurry up and take a pit.
For brands, big brands can choose the most suitable candidate from many self-recommendators, which not only broadens the selection channels, but also compares the stores instead of just like before, only seeing the most popular one, regardless of whether it fits or not; small brands do not have a budget to invite the most popular one, but can find candidates who match their budget, style and ability in the creator "shelf" provided by the video account.
The brand has been exposed, and creators can make money, and more resources will inevitably flow into the platform. Therefore, once the platform matures in the future, the South "Dou" and the North "Quick" may be overtaken by the curve...
EN
CN
