What exactly does the public-private domain joint growth model of Video Account mean?

As an important part of the WeChat ecosystem, Video Account is bringing new growth opportunities to brands and businesses with its unique public-private joint growth model. This article explores in depth how Video Account can be organically linked with mini-programs, corporate WeChat and public accounts in the WeChat ecosystem, and how this linkage can help brands maximize traffic conversion and user growth.

According to a third-party report, the number of daily active users of Video Account reached 450 million in 2023, with an average daily usage time of 54 minutes per person . Although there is still a gap compared with leading platforms such as Douyin and Kuaishou, its status and influence in the Tencent ecosystem cannot be underestimated.

Especially with the optimization of the machine recommendation algorithm, the total user usage time of the video account increased by more than 80% year-on-year in the first quarter of 2024.

Video accounts not only provide users with rich entertainment content, but also bring unprecedented performance growth opportunities to businesses. For example, during the Video Account Super Brand Day event, a well-known beauty brand leveraged public domain traffic through private domain traffic. The public domain accounted for more than 80% of the core traffic sources of live broadcasts, and new customers accounted for more than 40%. The GMV of live broadcast sales increased by more than 8 times year-on-year. This data is shocking and fully demonstrates the huge potential of public-private domain linkage marketing of Video Accounts.

However, despite the strong development momentum of video accounts, many people still have little understanding of the public-private domain linkage marketing of video accounts. For example, how to organically link video accounts with mini-programs, corporate WeChat and public accounts within the WeChat ecosystem to maximize traffic conversion? How to use the gameplay of video accounts to attract private domain traffic to build a stable user group of your own?

In order to help everyone better understand and use the linkage between the public and private domains of Video Account, I will share with you the linkage relationship between Video Account and mini-programs, enterprise WeChat and official accounts within the WeChat ecosystem.

01 Why should we attach importance to the linkage between public and private domains of video accounts?

1. The huge user base of WeChat ecosystem

With the huge user base of the WeChat ecosystem, the importance of the public-private linkage of video accounts is self-evident. As one of the world's largest social platforms, WeChat has more than 1.3 billion monthly active users, which provides a huge potential audience for video accounts.

Through the linkage between public and private domains, brands can make full use of user resources within the WeChat ecosystem to achieve precision marketing and efficient conversion. In this ecosystem, various application scenarios are met, from e-commerce shopping to life services to customer management.

2. Efficient conversion of public and private domain traffic

The efficient conversion of public and private domain traffic is another major advantage of the public and private domain linkage of video accounts. Private domain traffic, such as corporate WeChat and public account fans, is the result of long-term accumulation and operation of the brand, with high loyalty and purchasing power. Public domain traffic, such as video account live broadcast viewers, has a wider coverage and potential value.

Through the linkage between public and private domains, brands can introduce private domain traffic into the video account live broadcast room, attract more public domain traffic attention, and then through high-quality content and interaction, precipitate public domain traffic into private domain traffic, forming a closed loop and realizing efficient conversion and utilization of traffic.

3. Enhance brand influence and user stickiness

Through video live broadcasts, short videos and other content formats, brands can showcase their own image and product advantages, and attract more user attention and interaction.

At the same time, private channels such as corporate WeChat, mini programs and official accounts also provide brands with opportunities to establish closer connections with users. Through the linkage between public and private domains, brands can build a comprehensive marketing system, improve user stickiness and loyalty, and lay a solid foundation for long-term development.

02 What is the linkage between the public and private domains of Video Account?

The public-private domain linkage of video accounts refers to a marketing strategy within the WeChat ecosystem that achieves mutual conversion and growth of traffic through collaborative cooperation between video accounts and private channels such as mini-programs, corporate WeChat, and official accounts.

Simply put, it is to combine the public domain traffic platform of Video Account with the private domain traffic channel to jointly promote brand development and user growth.

Specifically, as a short video and live broadcast platform within the WeChat ecosystem, Video Account has a huge user base and abundant traffic resources. Private channels such as mini programs, corporate WeChat and public accounts are user resources that brands have accumulated and operated for a long time, with high loyalty and purchasing power.

Through the linkage between public and private domains, brands can introduce private domain traffic into the video account live broadcast room to attract more public domain traffic attention. At the same time, they can also convert public domain traffic into private domain traffic through video account live broadcast, short videos and other content forms, thereby realizing two-way flow and efficient conversion of traffic.

At the same time, brands can also conduct in-depth operations within the private traffic pool, such as sending personalized marketing information through corporate WeChat, providing exclusive promotions in mini-programs, publishing high-quality content on official accounts, etc., to further enhance user stickiness and purchasing intention.

Ultimately, when private domain traffic reaches a certain scale, brands can reintroduce it into the video account for secondary conversion, forming a virtuous cycle of public and private domain traffic.

This model of public-private domain linkage can not only leverage the wide dissemination of public domain traffic to divert traffic to the private domain and increase the quantity and quality of private domain users, but also improve user stickiness and loyalty through in-depth operations in the private domain, thereby achieving efficient conversion of traffic and maximizing value.

03 How to realize the linkage between public and private domains of video accounts?

1. Linkage between video account and official account

The linkage between video accounts and official accounts can be regarded as a classic combination for the interconnection of public and private domain traffic.

On the one hand, the official account can provide a stable traffic entrance and content distribution channel for the video account. In the tweets of the official account, the video content of the video account can be cleverly embedded, and readers can be guided to click and watch the video account video through attractive copywriting, thereby diverting the private domain fans of the official account to the public domain of the video account, expanding the exposure and influence of the video account.

For example, a well-known knowledge-based public account will insert video explanations of related topics in its weekly articles. Fans will be attracted by the videos while reading the articles and then follow the video account.

On the other hand, the video account also displays the public account, and users can follow the public account with one click from the video account. At the same time, if you want to put an external link to the public account on the video account content, you need to have an article with more than 10,000 views within 7 days under the same subject before you can put a link on the short video content of the video account.

And like a certain fashion and beauty video account, it recommended beauty tutorial articles in the official account during the live broadcast. The audience followed the official account to obtain more detailed content, successfully realizing the conversion of traffic from the public domain of the video account to the private domain of the official account.

2. Linkage between video account and mini program

The linkage between video accounts and mini programs plays a key role in commercial monetization.

Video accounts can serve as the traffic front end of mini programs, displaying the features and advantages of products or services through video content, and stimulating users' interest and desire to buy.

Mini Program cards can be directly inserted into videos on the video account. Users can click to enter the mini program to make purchases, place orders, and perform other operations, thereby achieving rapid transformation from content consumption to commercial transactions.

For example, a catering video account displays delicious dishes in the video and attaches a mini-program ordering link. Users can place an order directly after watching the video, greatly shortening the consumer decision-making path.

Mini programs can provide data support and repurchase scenarios for video accounts. User behavior data in mini programs can be fed back to video accounts, helping video accounts better understand user needs and preferences and optimize content recommendation strategies.

At the same time, after the user completes the first purchase in the mini program, the merchant can push discount information, new product recommendations and other content through the mini program, guiding the user to return to the video account to watch related videos again, forming a virtuous cycle of public and private domain interaction.

For example, an e-commerce mini program will push personalized product recommendation videos on the video account based on the user’s purchase history to attract users to place orders again.

3. Linkage between Video Account and Enterprise WeChat

The linkage between Video Account and Enterprise WeChat helps to build an in-depth customer relationship management system.

Tencent has gradually and strictly restricted the use of corporate WeChat QR codes and other traffic-generating actions in live broadcast rooms.

For example, some brands choose to directly display the corporate WeChat QR code in the live broadcast room, and guide the audience to take a screenshot and scan the code to add the corporate WeChat. This behavior is not recommended and will cause the live broadcast room to be subject to flow control.

Video accounts can direct potential customers from public domain traffic to corporate WeChat. Some companies do this in a very covert way, such as making a presentation in a PPT, first following the public account, and then directing traffic to corporate WeChat through the public account.

Enterprise WeChat can conduct refined operations and follow-up on these customers. Enterprise WeChat customer service can communicate one-on-one with customers attracted by the video account, answer questions, provide personalized services, and improve customer satisfaction and conversion rate.

At the same time, corporate WeChat communities can continuously push high-quality content from video accounts, hold exclusive events, etc., to enhance customer stickiness and loyalty. For example, a technology company shared product demonstration videos and technical explanation videos from video accounts through corporate WeChat communities to maintain close interaction with customers and promote product sales and brand communication.

04 Conclusion

Through the close linkage between video accounts and official accounts, mini programs, and corporate WeChat, brands can build a full-dimensional, multi-touchpoint marketing network to achieve efficient conversion of traffic and maximize user value.

At the same time, in order to better balance the rights and interests of users and merchants, and ensure the healthy, fair and sustainable development of the platform environment, the restrictions between WeChat Video Accounts and other sections are dynamically adjusted.

I analyzed in detail the traffic diversion and interaction mechanism between the video account and various private domain channels, demonstrated how to attract traffic from the public domain to the private domain, conduct in-depth operations in the private domain, and finally feed back the private domain traffic to the public domain, forming a virtuous circle.

In the future, the linkage between public and private domains will become an inevitable trend in brand marketing.

Author: Private Domain Deep Operation Official Account: Private Domain Deep Operation