WeChat video number realized "big speed speed"

Author | Muji

The WeChat video number is striding into the era of commercialization.

Recently, WeChat video numbers have announced two important commercial progress. On July 18, the WeChat video number announced the first access to the information flow advertisement; on July 21, the WeChat "video number shop" was launched.

Earlier, the video number has gradually opened online live broadcasting, reward, shopping carts and other functions to test the commercialization of water. Since the double eleven last year, the video number has held a number of e -commerce shopping festivals. It is said to have promoted the live video number GMV to achieve a 15 -fold growth in 2021.

The two measures of the access information flow advertisement and the launch of the video number shop will be greatly accelerated for the commercialization of the video number.

The information flow advertisement is regarded by Tencent as the largest source of income in the future. It is reported that the advertising function of the video number information flow is still in the internal test stage. With the sharp expansion of WeChat marketing ecology, Tencent has high hopes for the prospects of the video advertising business.

The first information flow advertisement of the video number

According to the WeChat public account "WeChat Advertising Assistant", in the video number information flow advertisement, after clicking the advertising component card on the video, brand applets, native promotion pages or H5 will pop up.

The pop -up applet and other pages are displayed in half screen. It does not affect the video continues to play. Users can buy while watching. "".

Like other content in the video number, this type of video can also be forwarded to the circle of friends or WeChat to talk, and the video content after the user clicks the "red heart" icon will also appear in the "friend" stream.

According to reports, relying on the entire WeChat ecology, in addition to the brand applet, the video information flow advertisement can also suck powder drainage for the brand video number, or guide users to add corporate WeChat through the native promotion page.

The steps of launching information flow advertisements in the video number are not surprising. At the conference on the fourth quarter of last year, Tencent mentioned that it will start the test and optimization of short video stream advertisements, and "believes that the video number will provide important business opportunities."

CITIC Securities has previously estimated that the video number will open the information flow advertisement in 2022. However, the time for the video number to access the information flow advertisement is faster than expected.

It is reported that the function is still in the internal test stage. According to the advertising effect demonstration map, the three companies of BMW, Armani and Jin Dian milk have launched the video market information flow advertisement.

After clicking the three advertising component cards, the details of the BMW pop -up page content is to guide users to "make an appointment test drive", which requires users to leave their names, addresses and authorized mobile phone numbers; Complete the entire purchase process; Jin Dian milk is connected to WeChat domain links such as small programs, corporate WeChat and other WeChat domains.

Double traffic, accelerated commercialization

The video number is relying on WeChat with a monthly living over 1.2 billion users, which has the advantage of innate traffic.

Since the end of last year, the video number has launched a concert in many lines such as Xicheng Boys, Mayday, Cui Jian, Leslie Cheung, Jay Chou, Luo Dayou, and tens of millions of viewers to check in online, gathered more traffic for them.

Tencent's 2021 financial report shows that the per capita use time and total video playback volume increased by more than doubled. The financial report also pointed out that although the current focus is on improving user participation, it is believed that the video number will provide important commercial opportunities, including short video stream advertisements, live broadcast rewards and live e -commerce companies.

Earlier, the video number has gradually started various commercial attempts. In October 2020, the video number was launched on the live broadcast function and opened a shopping cart and a small shop. In December of that year, the video number launched the three major functions of push flow, Lianmai and reward.

Starting from Double 11 last year, the video number began to test the water e -commerce shopping festival again, launched the Double Eleven Double Elementary Broadcasting Festival, and participated in the subsequent Double 12, New Year's Day, 3.8 Girls' Day, 618 Shopping Festival and other e -commerce cargo activities Essence

The video team lecturer Tao Jia revealed in the WeChat public class in 2022 that the live broadcast live broadcast GMV increased by 15 times from the beginning of 2021. The average unit price of the live broadcast room exceeded 200 yuan, and the overall repurchase rate exceeded 60%.

Recently, a series of measures indicate that the commercial rhythm of the video number has been accelerated again.

On July 13, the video number was launched on the first batch of whitewashing merchants. Jiang Han, a senior manager of Tencent advertising and beauty industry, once said at a marketing event that the white list merchants posted the video number content. Added some business push, mainly short video content.

On the same day, the WeChat Open Platform issued a "Announcement on Optimizing the Used Rules for Optimizing Video Window" for the video number merchant and experts, saying that the "video number shop" will be launched on July 21, and in the future, the video number window function will be used. You need to register the video number shop first, and the display video number will further improve the function of e -commerce and live broadcast.

In all commercial attempts, information flow advertisements will be considered to be the largest source of income in the future.

A report of CITIC Securities predicts that after the video number starts the information flow advertisement, referring to the prediction of the scale of the friends circle advertisement and fast -handed advertising revenue, the video number advertisement in 2023 is expected to reach 37 billion yuan in revenue; It is expected that the long -term advertising space for the video number will exceed 80 billion yuan.

Will there be a battle with Douyin?

In short video platforms such as Douyin and Kuaishou, information flow advertising has become the core pillar of revenue. As early as 2019, the advertising revenue estimated by Douyin has reached 600 to 70 billion yuan.

The "Annual Insight Report of China Network Advertising in 2021" shows that in 2021, information flow advertising accounts for 36.8%, ranking second, second only to e -commerce advertising, and in 2016, the proportion of information flow advertising was only 12.5%.

Compared with Douyin, the WeChat video number that started in the test only in 2020 was much later.

In 2020, Douyin and Kuaishou monthly work have reached 380 million and 490 million, respectively, which makes there a lot of sound on the market. However, driven by WeChat's huge traffic, the video number at the end of 2021 was far exceeding the fast hands and was close to Douyin.

According to the "2021 Video Book Development White Paper" released by the Institute of Visiting Lantern Research Institute, the video number lived in 2021 exceeded 500 million, an increase of 79%year -on -year, and it is expected to reach 600 million in 2022. In comparison, in the fourth quarter of 2021, the average daily active user of fast hands was 323.3 million, while the daily living users of Douyin exceeded 600 million.

For the video number, access information flow advertisements have become "things that must be done."

A senior practitioner in the advertising industry told Xiaguang Society that the realization of information flow advertising has been a long market education by platforms such as Douyin, so it will not have much impact on the user experience.

Although the timing of video access information flow advertisement is not mature, he believes that realizing as soon as possible is of great significance to short video platforms. "This helps to cultivate user habits, improve the commercialization model, and optimize the push algorithm to make the information more accurate. At the same time, the mature commercial model will attract more creators to enter the platform."

According to the data released by QuestMobile, in the first half of 2021, Douyin, today's headlines, WeChat (circle of friends) ranked among the top three on the list of Internet advertising revenue. Among them, the Douyin family accounted for 30.2%of the total share, while today's headlines and WeChat (circle of friends) accounted for 16.4%and 9.7%, respectively.

With information flow advertising login video number, WeChat's advertising revenue may increase significantly in the future, which will put pressure on platforms such as Douyin. However, in the process of seizing users, how much traffic can be divided into the video number is still full of uncertainty.

The aforementioned advertisers said that they are not optimistic about the future commercialization potential of the video. Although with the help of WeChat's high -stick and huge user portraits, the video number has an advantage in content, advertising push accuracy, and private domain traffic. From the perspective of short video monetization, user habits are "shortcomings" of the video number.

"I think there should not be many users who can snatch the video number from other platforms, at most coexistence. But in the case of coexistence, the user groups and habits of different products are not the same. WeChat as an instant messaging software. The user is right for the user. The demand for function is a large proportion, and short videos and live broadcasts are more entertaining. "

The person also pointed out that the content creator is the deepest binding of which platform, and the performance effect on its platform will be better, and the influence will be greatly reduced by the "synchronization" to other platforms.

References:

[1] "Video number first connection information flow advertisement, can Tencent ads usher in recovery? ", Advertising hand account

[2] "Video Number Commercialization Speed ​​Speed: New Video Small Store Possession of Native Feeds Advertising", the new list

[3] "Taobao" Broken "Douyin, Data Dark Battle of Advertising Interface", Yibang Power Network

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