How do brands plan their video account matrix?

Recently, we have observed that many brands have begun to vigorously build a matrix on video accounts .

According to the data, in the June overall list, in addition to Tencent, Huawei and brands such as Mercedes-Benz, BMW, and Audi ranked at the top.

Among them, there are 26 Huawei-related brand accounts, with more than 1,000 associated accounts and more than 2,000 associated videos. Although the number of associated accounts and videos of several automobile brands are less than the former, their brand numbers exceed Huawei.

△ Brand Voice Ranking June Overall Ranking

Screenshot source: Youwang Data-Brand Analysis-Brand Voice Ranking

Clicking on the details, we further discovered that these car brand accounts are arranged by region. Many 4S stores in counties and cities of all sizes have opened video accounts.

△ Details of brand numbers related to the automotive industry

Screenshot source: Youwang Data-Brand Voice Ranking

Then, we clicked on the automobile industry and found that most car brands have a lot of numbers, and the matrix numbers are also arranged by region.

△ Brand voice in the automotive industry

Screenshot source: Youwang Data-Brand Voice Ranking

Not only that, we also find the same layout in other industries. For example, in the food and beverage industry, KFC has no less than 19 related brand numbers, according to incomplete statistics from Youwang data.

△ KFC related brand number

Screenshot source: Youwang Data-Brand Voice Ranking

Why are these brands competing to build a video account matrix? What are the benefits of regionally-based matrix layout for brands? How can brands achieve brand and effect integration through video accounts?

We have previously written many articles about brands’ layout of video accounts, and we have also talked a lot about why to enter video accounts and how to layout them.

• "The graduation concert was all over the screen, repeatedly topping the industry charts, and Bilibili became popular on the video account!" 》• 《From 0 to 1.2 million views, live broadcast sales increased tenfold, what did this brand live broadcast room do right? 》

• "In the new consumption era, how can brands leverage video accounts to break out of the circle? 》

On the one hand, new consumption is surging, and on the other hand, short videos and live broadcasts are in full swing. This forces brands to keep up with the trend, otherwise they may stagnate or even fall behind.

The emergence of video accounts combines short videos, live e-commerce and social networking, and connects public accounts, mini-programs, small stores, communities, and personal/corporate WeChat accounts under the WeChat ecosystem, forming a huge closed loop.

The traffic and commercial value contained therein have made various brands, merchants, self-media celebrities, etc. pay more and more attention to it and gradually make plans.

(1) Private domain traffic becomes increasingly important under social distribution

Not long ago, the incident of "looking for luxury car geek Ji in the circle of friends" caused a lot of controversy. We will not go into detail here about what happened, nor discuss the marketing nature of the incident, but there is one thing we must pay attention to. That is private domain traffic.

The incident was initiated in the circle of friends and then further fermented in the circle of friends through the WeChat community. His own business is also transacted in the private domain of WeChat.

Video accounts are mainly distributed through social media, while public domain traffic has not yet been fully opened. At this time, private domain plays a key role in the cold start of most people.

Brands can deploy video accounts based on regional divisions to activate the private domain users of this account in that region to the greatest extent, and influence more users through the social fission of the existing private domain users.

On the other hand, a small number of public domain users are imported into their own private domain through the video account, making them new private domain users, thereby continuously expanding their own private domain traffic pool.

Taking Fan Deng Reading as an example, according to incomplete statistics from Youwang Data, it has at least 42 related brand accounts.

△ Fan Deng Reading related brand account

Screenshot source: Youwang Data-Brand Voice Ranking

Most of their regional matrix accounts will do these actions to guide to private domains.

• Link to the public account operated by the region;

• Explain in the account profile that following the official account can receive 14 days of VIP and related free courses, and guide people to join the community;

• Add a link to an article from the official account under each video update. The article will guide users to add the customer service WeChat account, receive benefits, join a group, etc.

△ Fan Deng Reading related brand account profile and video updates

Screenshot source: Youwang Data

Through these actions, users are gradually guided to the private domain, laying the foundation for subsequent further conversions.

(2) Distribute across multiple accounts, create momentum, and increase brand awareness

The content of the regional matrix account is, on the one hand, the promotion of local activities, and on the other hand, the distribution of content from the headquarters. The brand's high-quality content or activities can be simultaneously distributed through accounts in various regions across the country, which can enable the brand to gain wider exposure, and promote momentum from point to surface, which will also increase the brand's popularity.

(3) Comprehensive coverage from first- and second-tier cities to lower-tier markets

WeChat has over 1.2 billion monthly active users. Under the WeChat ecosystem, Video Accounts can use the unique social distribution "Friends" recommendation page and "Local" in live broadcasts to allow brand content to break geographical restrictions and reach a wider audience through the layout of regional matrix accounts.

On the one hand, brand layout matrix accounts can provide users with targeted services through refined operations; on the other hand, it can effectively increase brand voice by publishing high-quality content and matrix linkage.

So what else can we do?

(1) Seek KOL cooperation

This is what we usually call advertising. Many brands have leveraged WeChat accounts to achieve marketing growth on video accounts.

Taking Oppein as an example, we found the "Kitchen and Bathroom Appliances" category in the [Brand Voice List] and saw that in the May list, Oppein ranked 8th in terms of total likes.

We clicked on the brand details and noticed that the brand also had a matrix number layout, but it was mainly divided according to product functions.

Under the brand voice data, we can see that there are a large number of associated bloggers and associated videos, with a total number of likes reaching 190,000. There are also 120 videos of @brand account and 606 brand topics.

△ OPPEIN brand voice data and communication trends

Screenshot source: Youwang Data-Brand Voice Ranking

We can see from the “Communication Trends” in “Video Analysis” that the brand’s voice in the past 60 days was mainly concentrated in May.

Clicking on the "Related Video List" further revealed that there are 105 advertising videos for this brand. The copy will carry the brand topic #山川湖海厨房与爱, and @the brand number. In addition, there will be a link to an article about the brand event below the video.

△ Analysis of OPPEIN brand-related videos

Screenshot source: Youwang Data-Brand Voice List-Brand Details-Video Analysis

In the “Blogger Analysis”, we can see that promotion bloggers account for 30.43%, most of which are emotional and photography bloggers.

△ Analysis of bloggers associated with OPPEIN brand

Screenshot source: Youwang Data-Brand Voice List-Brand Details-Blogger Analysis

The daily data performance of these cooperating bloggers is good. More than 30% of the people have a friendship index above 800 points. Like photography bloggers Yizhicheng, Wang Sichen Ziv, Colorful Cloud Shop, etc., as well as emotional bloggers NetEase Cloud Music Tavern and NetEase Cloud Hot Review Story Museum. You can see the specific cooperative accounts in the "Blogger List".

△ Analysis of bloggers associated with OPPEIN brand

Screenshot source: Youwang Data-Brand Voice List-Brand Details-Blogger Analysis

Cooperating with these influential bloggers to launch events can effectively increase the exposure of brand events and gather momentum for the events.

(2) Online and offline two-pronged approach

In addition to online marketing and promotion, OPPEIN also gathered offline forces to mobilize employees and dealers across the country to take action and spread the word. This is also the advantage of the regional matrix layout we mentioned above.

Especially for brands that have offline stores and dealers, the social advantages of video accounts can be used through the multi-dimensional fission of channels such as Moments, WeChat groups, and corporate WeChat, providing multi-faceted channels for the pre-heating and promotion of activities, forming a huge and precise aggregation effect.

Laying out a brand account is not only beneficial to the brand, but also to individuals. For example, those who create personal IPs, such as Changchun Singularity, after achieving success on the big accounts, started to operate Matrix accounts, Happy Singularity accounts, Singularity Life accounts, etc.

The matrix account strategy has been proven to be effective in the era of short videos. Of course, with the continuous development of video accounts, there are many more marketing methods that can be combined with matrix accounts, give full play to their own advantages, and find the right points of fit with the WeChat ecosystem, waiting for everyone to continue to explore and innovate.

Author: Youwang Data

Source: Youwang Data