WeChat has opened two new traffic entrances for small shops

WeChat has adjusted its content ecology and opened new traffic entrances for small shops, including recommended traffic and search traffic. These measures not only bring new growth opportunities to merchants, but also inject new impetus into the commercialization and diversification of video accounts. This article will discuss in detail the youth strategy of WeChat video accounts and its impact on the e-commerce ecology, as well as how to use new traffic entrances to achieve business growth.

A year's plan begins with spring, and the company's New Year's strategic plan begins with the annual meeting. After the annual meeting, everyone has to embark on a new journey. Today we will talk about the new journey of WeChat Video Account e-commerce.

Do you remember what Ma Huateng said at the Tencent Annual Meeting in 2025? Ma pointed out the current problems of Video Accounts. He said that the user group of Video Accounts is mainly middle-aged and elderly people, and it needs to be younger and more popular.

Well, one of the goals of WeChat Video Account this year should be to penetrate the lower-tier markets and expand to younger users.

1. Why are video accounts becoming younger and more popular?

The WeChat user base is very broad, covering people of all ages, but why are the video accounts on WeChat all middle-aged and elderly users?

This actually has something to do with their habits. They are used to obtaining video account content directly from their Moments, WeChat groups, and WeChat friends, and have strong social attributes among acquaintances.

At the same time, they like to forward the content they like to watch to their friends, such as health care, children's education, positive energy and other content. The interaction rate is very high, which increases stickiness.

This situation seems to be okay, but from the perspective of commercial monetization, it is still not mature enough.

If you are talking about selling goods, it is indeed very powerful. The middle-aged and elderly people have a strong purchasing power for health care, food, clothing and other products. Friends who have done it should know that the ROI is very high.

For example, a young man we mentored has already made a name for himself by selling health products. One thing you need to note is that you must be qualified, otherwise “the content will be released in the morning and the account will be blocked in the afternoon.”

There are good aspects, but there are definitely bad aspects as well. Middle-aged and elderly users lack trust in online information and are particularly dependent on social e-commerce or real-person sales, so Tencent’s advertising business cannot be developed.

If young users are attracted to the video account, the advertising business will flourish and the e-commerce business will become more diversified.

2. How can video accounts be made more youthful and popular?

Watangren believes that the younger generation’s penetration of WeChat Video Account can be divided into two aspects: one is the content ecology, and the other is the e-commerce ecology.

Let’s talk about content ecology first. It is nothing more than developing from four aspects: content form, content type, content output and content recommendation. The content form may develop young topic creation, and the rule is basically to reward good content with traffic.

The content types may tilt traffic towards supporting types or fields that young people like, such as e-sports, beauty, fashion, etc. At the same time, relevant creators from other platforms will be invited to the video account through recruitment, thereby increasing content output.

For content recommendation, it is the tuning of the recommendation algorithm. At present, the recommendation algorithm of the video account still combines personality recommendation and social relationship recommendation (such as content interacted by friends).

Let’s talk about video account e-commerce. There are two main aspects: one is the younger shopping experience, and the other is the open traffic entrance.

During the Spring Festival, WeChat has launched a "send gift" function for a younger shopping experience. This function has a relatively high weight and can be accessed through many channels on WeChat. There should be more adjustments to the younger shopping experience in the future.

WeChat has been working hard to open up traffic entrances. It has opened several waves of traffic entrances, and recently opened two major traffic entrances, namely recommended traffic and search traffic.

As for which products will be recommended or included in the search results, the official WeChat store has also provided detailed guidance.

Those who are engaged in video account e-commerce can check it out. The above is today’s content. I hope it will be helpful to you!