With so many people flocking to video accounts, how can car brands rely on “acquaintances” to operate?

In the wave of digital marketing, video accounts, with their unique "public domain + private domain" advantages, have become the forefront for auto brands to explore new marketing models. This article will explore how auto companies can take advantage of the traffic dividend of video accounts, and how to cooperate with professional MCN agencies to jointly build influence and user relationships and achieve new marketing changes.

In the current increasingly competitive Chinese automobile market, the emergence of the blue ocean position of Video Account has undoubtedly provided automakers with more marketing options.

Almost all car companies hope to leverage the link value of video accounts to find new growth points in the WeChat ecosystem, which has 1 billion monthly active users.

In the new traffic ecosystem, how can car companies create good content, find suitable topics, and match high-quality influencers? As an emerging traffic platform, what kind of support will video accounts provide to car companies, institutions, and creators in the ecosystem?

1. New changes in marketing under video accounts: car companies shift their focus from traffic to user relationships

The reason why video accounts have quickly become a favorite target of car companies is mainly because they possess the unique value of "public domain + private domain" that other social platforms do not have.

First of all, the video account ecosystem is still a blue ocean of traffic. In this ecosystem, car companies can obtain more leads at a lower cost.

Wang Runyu, the owner of Runyu Entrepreneurship Notes, said: "In the current automotive industry, the cost of a store lead is about several thousand yuan. However, by forwarding, sharing and interacting with video live broadcasts, more potential customers can be attracted to the live broadcast room, which can bring 8 to 12 times the traffic leverage, while reducing the cost of leads and accurately capturing the audience."

This means that current car companies' marketing investments in video accounts are more likely to generate rich returns.

Second, the video account is based on WeChat’s powerful “social + algorithm” push logic, which allows content to be spread through word-of-mouth among users.

For most consumers, buying a car is a major matter that requires careful consideration. They need to consult a lot of credible information and refer to the opinions of acquaintances before purchasing.

The data from the "2024 Creator Marketing White Paper" jointly released by Tencent Advertising's automotive industry and the video account mutual selection platform also confirms this: half of users interested in automotive content will actively share content they like with their relatives and friends, and 44% of users said that due to the recommendations of their relatives and friends, they have developed trust in the relevant product content and stimulated their interest in further learning.

This means that with high stickiness and social sharing among acquaintances, Video Account will have a stronger sense of trust in the automotive industry than other platforms, and the conversion efficiency will naturally be higher.

It is this change in marketing logic that has led most automakers to gradually shift their business strategies from "focusing only on traffic" to "focusing on user relationships." Because only by establishing more stable user relationships can brands gain more loyal users and make marketing more effective.

Under the unique "public domain + private domain" ecological mechanism of video accounts, car companies can not only have a wide range of traffic, but also complete the migration through the unique trust attribute of video accounts. This is also an important reason why car companies flocked to video accounts shortly after they were launched.

2. Vertical institutions rush to enter the market and deeply cultivate the ecosystem to provide professional capabilities

However, as mentioned at the beginning of the article, although many car companies have discovered the blue ocean of traffic in video accounts, how to create good content, find suitable topics, and match high-quality influencers are still difficult problems facing them.

Tencent Advertising recently gave suggestions on "content layout of car companies' video accounts", but the seemingly simple live broadcast and short video strategies are actually not easy to implement.

This is by no means a matter of building an official account matrix and letting the CEO appear on camera to chat for a few minutes. If you really want to manage the video account well, create brand influence, and build good user relationships, not only do car companies need to conduct in-depth operations in multiple dimensions such as content focus and format, but they also need to cooperate with professional MCN organizations and influencers.

Professional matters should be handed over to professional organizations, which is an eternal truth. Otherwise, in the ever-changing marketing environment, many car companies will miss the opportunity to operate video accounts.

As an automotive video media company, "Understand Cars in 30 Seconds" is an MCN organization that is in line with the Tencent ecosystem. They have long been recognized by the automotive industry for their professional content creation and customized marketing planning for automotive brands.

After seeing the opportunity of video accounts, 30 Seconds to Understand Cars quickly established a matrix of more than 30 video accounts, and took advantage of its core competitiveness such as a large number of native professional car reviewers, a full range of car models, and obvious production capacity advantages to be the first to enter this emerging market.

The person in charge of 30 Seconds to Understand Cars said: "The entire WeChat ecosystem is one-stop and interconnected, and the cost of acquiring users is the lowest in the entire network. As the native video platform of the WeChat ecosystem, Video Account has a unique and unparalleled competitive advantage and is naturally the most indispensable core force of the social platform."

It is precisely because of the unique value of video accounts that the first to enter the market, the Chedongli MCN agency under 30 Seconds to Understand Cars, has joined more than 300 high-quality video accounts, truly achieving classification and meticulous cultivation, allowing every marketing action of car companies to cover every corner of users in the video account ecosystem.

During the Paris Motor Show in June this year, 30 Seconds to Understand Cars and Video Account had a good cooperation. Video Account helped 30 Seconds to Understand Cars quickly match with the two top accounts "A Fei Talking about Cars" and "Da Neng", and cooperated with more than 30 talents of Lianche Power MCN for creative cooperation.

The two parties cooperated well throughout the whole process. "30 Seconds to Understand Cars" developed a full marketing service for car company customers. With the help of the automobile industry support plan of the video account mutual selection platform, the video content received increased traffic, expanded exposure and broke the circle. In the end, the two parties worked together to escort the overseas debut of Chinese auto brands at the Paris Motor Show.

3. Official policies increase support for multi-party co-construction and co-promotion of ecological prosperity

In fact, in the current video account ecosystem, there are already quite a number of professional MCN organizations and creators like 30 Seconds to Understand Cars, which has greatly promoted the prosperity of the video account car ecosystem.

At present, the number of content creators in the automotive industry in video accounts is growing rapidly, with the number of creators increasing by 8 times year-on-year, including automotive experts, manufacturers entering official accounts, and dealer matrices, and the number of popular content has also increased by 6.8 times. However, in contrast to these figures, there is still a huge gap in professional services and high-quality experts in the rapidly growing Chinese automotive industry.

“Just last September, in just one month, there were more than 50 press conferences in the Chinese auto industry. The entire industry said that there were not enough traffic, users, and car reviewers,” said the person in charge of 30 Seconds to Understand Cars.

To solve this demand dilemma, not only do we need more professional MCN organizations to cultivate and discover talents, but video platforms also need to provide more support and incentives for the industry.

Over the past three years, the government has provided a lot of help in terms of product updates, policy support, and traffic, users, and creator ecology.

At the product level, Tencent Advertising has continuously launched and optimized commercial products such as video account mutual selection ads; it has connected with public accounts, Souyisou, mini programs, corporate WeChat and other ecosystems to form a multi-touchpoint marketing matrix. It has launched the "short video promotion video account live broadcast room" function, which helps auto companies screen out more accurate user traffic on the basis of reaching a general group of people.

In terms of policy support, starting from May this year, Tencent Advertising Mutual Selection Platform launched the Automobile Mutual Selection Support Plan. Through policies such as first orders, preferred plans, and potential hot-selling support, more creators can have traffic, income, and growth, helping creators to take on more business orders and assist car companies in creating hot-selling products.

In addition, Tencent Advertising Selection Platform also provides many conveniences for agencies and creators in terms of cooperation process, payment collection speed and other details. It not only helps creators connect with brand customer resources, but also screens and reviews customers, avoiding long-term communication and testing between the two parties; at the same time, it clearly marks prices, simplifies contract signing and payment processes, and significantly shortens the payment cycle to about 15 days, reducing the cooperation communication and operating costs of creators.

These supports have led to a rapid increase in the number of creators entering the video account mutual selection platform, and also a rapid increase in the number of popular business orders during the same period. According to data released by WeChat Advertising, the number of creators who quoted on the video account mutual selection in 2024 exceeded 200,000, the number of business orders with 100,000 likes increased by 283% year-on-year, and the number of business orders with 10 million views increased by 375%.

From official accounts to video accounts, Tencent has been promoting the vigorous development of the content industry and continuously providing assistance to different roles on the platform, such as brands, institutions, and creators.

I believe that with the help of the video account platform, Chinese car companies can rely on their huge user base and use advanced "social + algorithm" mechanisms to achieve more precise delivery, acquire more high-quality customers, and truly promote new changes in China's automobile marketing.