4 key indicators for measuring corporate video account operations

A few days ago, Xinbang announced that WeChat Video Account has begun grayscale testing of the function of pinning shares to Moments; friends can pin a live broadcast they start on the video account to their Moments, and it cannot be blocked manually. Not long ago, the video account launched the "Live Broadcast That Friends Are Watching" function, and users can see the "Live Broadcast That Friends Are Watching" on the "Friends" page of the video account.

According to incomplete statistics, as of now, there are at least 8 entrances to video account live broadcasts: the video account homepage, the top of the video account "Follow" page, the top of the Moments sharing, the top of the video account "Friends" page, the WeChat group sharing card, the video account account search page, the video account dynamics, and the reminder notification of the start of the broadcast after the appointment.

These changes are enough to show that WeChat is trying its best to make up for the missed bonus period of short videos and supplement the content presentation format of official accounts; although there have been many changes, not everyone is optimistic about the video account.

In the product operation circle, many people are not optimistic about video accounts. I have collected and summarized several pessimistic views:

• Compared to Tik Tok, the content is less creative and immersive;
• Compared with mainstream short videos, the content of video accounts is more difficult to understand, but most people watch short videos for fun;
• Compared to the page playback setting of TikTok, which can be watched for an hour without stopping, the short videos of Video Account are not one that fills the entire screen, and there is no continuous distribution of videos on similar topics, so users may leave after one minute.

I fully agree with the above views, if you look at it from the perspective of a product manager.

In this article, I will talk about my views on video accounts from the perspective of an enterprise. The full article will focus on the following parts:

• Is there room for enterprises to operate video accounts?
• What are the key indicators to be measured?
• Appendix: How to monetize the video account?

1. Correctly understand the video account

Is there room for enterprises to operate video accounts? The answer is: Definitely.

First of all, let us first understand the positioning of the video account at this stage. It is true that video account = short video, but we need to distinguish the video account here from short video platforms such as Douyin, Volcano, and Kuaishou.

As a product of the WeChat social platform, Video Account has the same content presentation mechanism as WeChat, namely: it relies on social relationships to make content recommendations, does not distribute content, and relies on users to actively choose to subscribe and watch.

In this regard, it is fundamentally different from the short video platform that distributes content through information flow advertising; this kind of product concept is what Zhang Xiaolong insisted on doing when WeChat was created, so the difference between the two is essential and will hardly be changed.

To know things is to grasp their essence. Companies should first grasp this point and then consider whether it conforms to the online marketing tone of their own products.

2. Four key metrics

1. Indicator 1: DAU + number of users

In June this year, Xinbang announced that the DAU of Video Account exceeded 200 million. Although it is not high compared with other short video platforms, it is a milestone for the new version of Video Account. Perhaps everyone will consider data such as user retention time behind the DAU value, but according to Tencent’s financial report released this month, the number of WeChat users has reached 1.212 billion.

Based on the comprehensive values ​​of DAU and user volume, there are transactions where there are people, and there are operational ideas on platforms with traffic. This is one of the measurement indicators for companies to create video accounts.

2. Indicator 2: The timing of the boom

We have already talked about the current adjustment measures of WeChat for Video Account and why WeChat is vigorously directing traffic allocation to Video Account.

The current video account has stood at the forefront of WeChat, and the forefront often means opportunities.

Everyone should have this feeling. WeChat previously launched the "Tap" function, which brought up the hot topic of "Tap". Any small change will become the focus for a period of time. This is also due to the fact that WeChat has a very large user base.

Such unnatural, foreseeable and analyzable hot spots are absolutely necessary for business operations. To use a very down-to-earth term nowadays: Isn’t it nice to get it for free?

3. Indicator 3: Users’ unified viewing standards for short videos

In order to study the viewing experience of video users, I immersed myself in the video account. I found that most of the content with a high number of likes and comments seemed familiar, as if I had seen it somewhere else, or the plot routines of the videos were similar to those of high-liked videos on other short video platforms.

Of course, there will be content with low likes and poor effects, but it is worth thinking about whether such content can produce good results when placed on other highly competitive platforms such as Douyin and Kuaishou.

WeChat users cover almost all current Internet users, so their recognition standards for short video content on video accounts are relatively unified with those for short video content on Douyin, Volcano, Kuaishou, etc.; therefore, the first step for companies to achieve good operational results is to publish good creative content.

4. Indicator 4: User psychology behind social logic

One thing that must be said is that as a social platform, WeChat’s content output is presented with social relationships as the core; therefore, the way the content of the video account is presented is still based on social relationships, and the content dissemination network formed is friend-friend-friend of a friend, just like a friend of a friend is very likely to become my friend. Such a dissemination process design is based on the user’s psychology behind the social logic.

At the same time, its private domain users account for a large proportion, and it does not need to completely avoid competition in the public domain platform. Therefore, when I understand that some companies do not have professional short video teams, the exposure of simply edited short videos on video accounts is much better than that of Douyin and Kuaishou.

3. How to monetize video accounts

The number of companies that are making video accounts is gradually increasing. In terms of operational strategies, many companies will look for hundreds or thousands of KOCs to publish relevant content.

At the same time, add a public account link. After the user clicks the link, he will enter the page that presents the corporate WeChat QR code or the mini program mall QR code, directly realizing private domain traffic acquisition and live broadcast conversion - the essence of this gameplay is the product planting gameplay.

Or you can add an activity link, and users can directly jump into the mini program mall through the link to complete the purchase and order.

Author: Zheng Ertiao

Source: Zheng Ertiao