Another giant has entered short videos! If you do these things well, you will get a lot of exposure!

Before we knew it, the e-commerce traffic entrance has entered the era of live short videos! The past few years have been just a preview, and 2022 is really the first year of a turning point, because various e-commerce platforms have focused on short videos and live broadcasts this year.

First, Taobao's new pilot plan has given a series of favorable policies this year, covering cash incentives and traffic support. The rising star Pinduoduo invested 2.2 billion yuan in February to upgrade its short video sector Duoduo Video to the first-level entrance at the bottom of the App homepage. Just today, new short video production specifications and traffic algorithm rules for merchants will be released, but the platform is still improving the rules at this stage.

Cancel the focus picture on the homepage and prepare for short video

At present, JD.com has started internal testing of home page revision, and will cancel the focus map of the home page, and the waterfall information section of the home page will be moved upward. It is said that the revised JD homepage content will be more inclined to be short-video. A service provider revealed that JD homepage has been revised    

There are four short video portals on JD platform now, namely "Shopping" at the bottom of JD homepage, search result page mixed and interspersed pits (i.e. pits 10, 20, 30, 40, 50), homepage recommends feeds streams, and product good product evaluation floors. After this revision, the "Home page recommends feeds streams for you" in the above four entrances will change.

The JD homepage revision currently only has 1% of users participating in the internal testing. It is said that 618 will continue to be optimized before, and the current version displayed may not be the final version. According to feedback from users who participated in the internal test, the revised JD homepage is very similar to the Taobao App homepage, so I can only wait and see.

As some professionals said, if it is really like other platforms, and there is a position for short videos to be displayed on the homepage, then the platform will definitely increase the proportion . In this way, merchants will obtain new traffic, but not all merchants can obtain it because this is a content recommendation mechanism, which means it depends on the content quality of the video.

Only by producing high-quality videos can you get new traffic

A marketing service provider in JD.com speculates that 70% of JD’s homepage will be more likely to be short videos after the revision of JD’s homepage. In terms of content layout on the site, brands must increase the proportion of short video output to gain more exposure opportunities on the homepage.

In fact, JD.com originally had a traffic tilt for high-quality short videos, and this is the purpose of the "JD.com Preferred Short Videos" section. It is said that after a merchant uploads short videos on JD.com, the official reviewers will label some short videos as "optimized" and "selected" according to certain rules. These short videos selected by the tag will get relatively high exposure.

The specific requirements for preferred short videos include no less than 10 characters in the title (including symbols), adding product cards and not more than 6, video duration is within 60s, and subtitles or key word prompts. In addition, the preferred rules also recommend that the video content be explained at the beginning of the 3s of the video, and the video should be viewable, practical, infectious and realistic.

Before this, JD.com also launched a qualifying competition for short video merchants, and top-ranked merchants can receive traffic or Jingdou rewards. In fact, whether it is the previous actions or today's actions, these changes in recommendation mechanisms only show one thing, that is, JD.com has begun to upgrade to the content direction, and the focus of merchants' marketing and promotion strategies should be adjusted.

How should merchants adjust their promotion strategies and stand out?

Since Taobao, Pinduoduo and JD.com have all made efforts in the short video track, how should merchants adjust their marketing and promotion strategies to stand out and get more new traffic?

The simplest basis is that you must layout new media, build your own new media team, produce high-quality short video content, and make live broadcasts!

First of all, there is no doubt about the layout of new media. This trend is now known to everyone, and it will be too late to do it. Secondly, build a new media team. For merchants, your products are fixed. You only need to produce high-quality video content and upload it to various e-commerce platforms.

In addition, the new media team built must be divided into two groups, one group is responsible for live broadcasts, and the other group is responsible for short video traffic. At the same time, it is best for the team to be able to study the different attributes of each platform, and to have the ability to produce good content, so that the combination of Taoism can deal with it.

So how should e-commerce people build their new media? During this period, Laogao's e-commerce circle has live broadcasts every day, inviting industry big names to visit the live broadcast room and provide on-site answers to the pain points of e-commerce people.