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Unlike most Internet companies that use cash to send red envelopes, WeChat will present a different scene in the Spring Festival of 2021 - everyone is squatting to grab the "WeChat red envelope cover", and the red envelope covers of major brands and stars have become popular.
The Commercial Value of WeChat Video Accounts (Part 1)
Behind the cover of the WeChat red envelope, the video number debuted. In the "Cover Story" drop-down of the WeChat red envelope, you can place the content of the video number. In addition, individuals who participate in the production of WeChat red envelope covers only need to create a video account, post 1 photo/video and get 10 likes to participate in the production. Before that, individual applications for making red envelope covers required more than country email list 1,000 active followers of the video account.
Obviously, WeChat hopes to seize the opportunity of sending red envelopes during the Spring Festival to help the video account quickly drain traffic. The strategic significance of the video account in WeChat is self-evident. Zhang Xiaolong also talked about the video account at a great length in this year's open class. What role does a video account play within WeChat? Why did it come into being, and what commercial value does it have? We will explore it through three articles.
Today, let's share the positioning and role of video accounts in the WeChat system.
1. What is the video number?
In addition to carrying the video, the more important feature of the video account is the "number", which is the ID (identity) mentioned by Zhang Xiaolong in the open class. To enter the video account, you need to re-register instead of sending videos directly with WeChat ID. This means that the video account and WeChat use two completely different identity systems.
The Commercial Value of WeChat Video Accounts (Part 1)
The video account uses a public identity. You can browse videos of strangers and like them; strangers can also browse your videos and like you; and WeChat ID is a private identity. You need to add friends and pass verification before you can chat privately and interact in the circle of friends.
Although a video account is a public identity, WeChat balances users' dual needs for public expression and privacy. In WeChat, you can directly enter the video account of your friend; but in the video account, you cannot directly add the other person as a friend.
2. Why does the video account need to be made public?
The characteristic of WeChat is privacy. When Weibo was in full swing, WeChat was able to rise because the public was no longer satisfied with only public expressions. They also needed a private space to communicate with close friends, and WeChat satisfied their private communication. demand.
The Commercial Value of WeChat Video Accounts (Part 1)
Therefore, more private functions in WeChat are more popular than open functions. For example: "visible in three days" and "visible in groups" in the circle of friends are very popular, and the "watching" function of articles makes many people more cautious when clicking.
The Commercial Value of WeChat Video Accounts (Part 1)
However, WeChat cannot only have a private function. Otherwise, even if WeChat covers 1.4 billion users across the country, the content can reach only 1.4 billion users at most, and business imagination is limited. Only by connecting isolated individuals while ensuring privacy, can the flow of content be accelerated and greater value be exerted.
Why do video numbers need to be made public? We can think at 3 levels:
1. From a user experience perspective
If the video number is only visible to friends, then it is no different from sending a small video in the circle of friends and the "video dynamic" (original name: Moment Video) that is automatically deleted in 24 hours.
2. From the perspective of content dissemination
Open video accounts can enhance the richness of content consumption and content production.
On the one hand, video account viewers can see videos released by creators on the entire network on the recommendation page; on the other hand, videos released by creators also have the opportunity to reach users across the network through public domain leverage, which is beneficial to high-quality creators. growing up.
3. From the perspective of video number positioning
The video account is far more than satisfying social functions. Its more important role is to complement the "connection" system of the WeChat ecosystem.