The video information flow advertisement advertisement will be rewritten?

Will the commercialization of the video take off?

Author | Xiang Xuelan

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 to start a new commercial scene.

WeChat, known as "restraint", accelerated the commercialization process of the video number this year. Why is the video number? What is information flow advertisement? Behind a series of measures is the beginning of WeChat's competition in the short video industry.

Picture source: Weibo screenshot

The video number is time to go online information flow advertisements

According to reports, in Tencent's financial report in 2021, the video number was mentioned 13 times. "The video number will provide important commercial opportunities, including video stream advertisements, live rewards and live e -commerce."

It can be seen that Tencent has high hopes for the commercialization of the video number. So, is it a good time for the online information flow advertisement?

In the first half of 2020, the video number opened internal testing and continued to improve the basic function construction. In the second half of the year, the live broadcast function began to focus on the live broadcast function. The live broadcast room opened a small store and supported the link to the small store.

In the first half of 2021, the video number opened the public account traffic, and the online video number selected the platform; in the second half of the year, the small program and corporate WeChat traffic was opened. In the first half of this year, the video number launched the paid live broadcast room, continuously improved the commercial monetization and private domain drainage, attracting business live broadcasts, and launched the merchant reward program for the first time in the 618 Video Live Live Good Program.

At the WeChat public class earlier this year, the video number team believes that in the WeChat content ecosystem, the video number is "atomic basic content component", which can be freely combined with other atomic components and produced a chemical reaction. Through the integration and opening up with WeChat payment, corporate WeChat and other products, creators can have the ability to operate in private domain.

It can be seen that the commercialization process of the video number has been continuously promoted, and the basic functions are continuously improved. The opening and convergence of various traffic entrances pushed the video number to the frontier of Tencent Advertising.

The size of ultra -high active users is a solid foundation for the accelerated commercialization process of the video. The research data of "QuestMobile2022 China Mobile Internet Half -Men's Half -Men Report" shows that in June this year, the number of active users of the video number was 813 million, Douyin was 680 million, and the fast hand was 390 million.

Image source: "QuestMobile2022 China Mobile Internet Half -year Report"

Rich, attractive video content flow is the basis for the existence and further development of video information flow advertisements. The efforts of the video number in encouraging high -quality content creation and motivating creators to spare no effort. In the WeChat public class in 2022, the video number launched the "Creator Incentive Plan", which provides traffic to the original content, allowing 10 million original creators to have traffic, promoting 1 million high -quality creators to have income, further improve the growth of content creators' growth system.

In addition, under the influence of various factors such as the epidemic and economic environment, cost reduction and efficiency have become the main strategic choice of multiple Internet platforms. This is an important environment for the accelerated commercialization of the video. According to the first quarter of 2022, the financial report released by Tencent Holdings shows that the online advertising business revenue in the first quarter of 2022 was 18 billion yuan, a year -on -year decrease of 16%. Among them, social and other advertising revenue was 15.7 billion yuan, a year -on -year decrease of 15%; media advertising revenue was 2.3 billion yuan, a year -on -year decrease of 27%.

In summary, the commercialization process of the video number will inevitably accelerate, and the information flow advertisement is the top priority of various measures.

The competition pattern of short video information flow advertising will be rewritten

The so -called information flow advertisement is an advertisement in the dynamics of social media users, or in information media and audiovisual media content flow. It was first launched by Facebook in 2006. This kind of advertising interspersed in the content flow is relatively good for the user experience. For advertisers, the user can use the user's label to accurately place it. Therefore Almost all Internet media have launched information flow advertising platforms.

According to the attributes of the platform, information flow advertisements can be divided into: social, information and video categories. In recent years, with the rapid rise of short video platforms, information flow advertising has ushered in a new peak of development.

Research data of "QuestMOBILE2021 Internet Advertising Half -year Report" shows that compared with the same period in the first half of 2021 and the same period of 2020, the proportion of graphic information flow advertise Two digits; short video information flow advertisements have increased significantly from 26.4%to 30.8%, an increase of 6.2 percentage points, accounting for the first place; Information flow advertisements) also increased significantly from 17.1%to 23.4%.

Image source: questmobile2021 Internet advertisement

It can be seen that the short video+video information flow advertisement has occupied the "half of the country" of information flow advertisements, and it is still in the upward trend. Video information flow advertisements are already a very mature commercial model on Douyin and Kuaishou short video platforms. Station B has recently launched the "Bilibili immersion video stream promotion" function, which accelerate the commercialization process through the form of video information flow advertisements.

In this case, one of the focus of commercialization on information flow advertisements is an inevitable choice. According to reports, Tencent's financial report mentioned the commercial opportunity of the video number on "Video Stream Advertising" and believes that video stream advertisements "may be the largest source of income in the video number." At present, the advertising function of the video number information flow is still in the internal test stage. According to reports, three BMW, Armani and Jin Dian milk have launched the video market information flow advertisement. After clicking on 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.

The launch of information flow advertising marks the new stage of commercialization of the video. Besides, based on its large -scale user activity, it will definitely bring a lot of changes to the competitive pattern of the short video information flow advertising industry. Will there be a situation of Douyin, Quick Hand, and Video Sanzi? It is not known, but intensified competition is a foreseeable future.

The future of commercialization of the video number

In addition to the information flow advertisement, WeChat "Video Board Store" has also been launched recently. It officially released two documents: "Guidelines for Video Store Stores" and "Video Best Store Store Running Guidelines", and opened the store entrance simultaneously.

Picture source: Weibo screenshot

According to reports, the current sales categories of the video number shop are divided into three levels, including 39 first -level categories, 373 second -class categories, and 3140 third -level categories. These categories basically cover the mainstream daily life. Selling goods.

The video number shop is a very important part of the commercialized closed loop of the video number, marking the e -commerce business of the video number platform from diversion to self -employment.

In April, the Jihu and Cui Jian joined forces. In the 3 -hour live broadcast, more than 46 million people watched it. The likes exceeded 120 million, and the cumulative number of views reached 63.7 million. Essence

Director of the exclusive name brand of this concert's exclusive brand Jihu Auto Market believes that "the budget of tens of millions of levels has been exchanged for 120 million person -times exposure, from marketing events to social topics. It reached 400%, of course we think this cooperation is worth it! "

During the 618 E -commerce Festival, the live video number live broadcast for the first time "618 Live Live Good Property Festival -Merchant Reward Plan". During the event, the merchant's single live broadcast completed the designated sales target to get the corresponding traffic incentive of the platform.

Recently, there is also news that the WeChat video number team is trying to dig a number of popular anchors of "Eastern Selection". It is not buried. "

From the commercialization of high -quality content such as online concerts, to various incentive plans for merchants, and actively participating in major e -commerce activities, the launch of information flow advertisements at this stage and the launch of the video number store, the video number The commercialization is forming a complete closed -loop system, and continuously innovating in various conventional business models, and is advancing forward in accordance with the pace of self -containing.

No. 1 conclusion

For the video number, no matter how "restraint", the process of commercialization must be advanced.

This year, the commercial future journey of the video number has accelerated.

Compared with the short video platform such as Douyin and Kuaishou, the video number is still in the position of commercialization in terms of commercialization. It is expected that in this process, the video number can "popularize the family." The detours that have been traveled by the short video platform, and through the effective collaboration with the entire traffic system of WeChat and Tencent, have taken a road of commercialization that is unique to the video number.

* Picture source network, if there is any infringement, please contact delete.

Reference materials:

1. Can the first connection information flow advertisement of the video number, can Tencent ads usher in recovery?

https://www.163.com/dy/article/hciu4PRT05118o92.html

2. Why is station B the genetic mutation?

https://mp.weixin.qq.com/s/04yf0sl1_eg6lwqppvqyta

3. The angle of the video number

https://mp.weixin.qq.com/s/4WC_U0RNNRUXXN-pneffsg

4. WeChat video number realizes "big speed speed up"

http://finance.sina.com.cn/tech/csj/2022-07-21/doc- Imizmscv2939942.shtml

5. Formally launch a small shop, the video number strives to chase Douyin fast hands

https://weibo.com/ttarticle/p/show?id=2309404794318287405915

No. 1 Interactive Topic: Are you optimistic about the future of the video number commercialization?

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