Video account major category

This article will give you an in-depth understanding of the new trends in the video account showcase category, explore the deeper meaning behind this change and its dual impact on merchants and platforms.

Recently (August 8), the official team of Video Account released the "Announcement on the Upgrade of Some Categories in Video Account Showcase", which stated that the Video Account Showcase will upgrade some categories and make new adjustments to the opening of some categories on August 22, 2024.

Among them, some sensitive categories (such as underwear, mother and baby, etc.) were changed from targeted access to open, while some categories (some education and training categories) were adjusted from targeted access to closed.

The specific adjustments involve many categories, such as:

[Apparel and underwear] [Luggage and leather goods] [Home textiles] [Pet life] [Jewelry] [Articles and collectibles] [Education and training] [Household appliances] [Automobiles] [Books] [Mother and baby] [Kitchenware] [Second-hand] [Fashion jewelry] [Food and beverages] [Household daily necessities] and other categories.

It is worth noting that a large number of categories have been adjusted from targeted access to open. This adjustment is a very favorable policy for merchants, which means that merchants have greater operating space and can add more compliant products to the video account for live sales according to their own needs.

When learning the news, many partners said that this would help them to create content on the video account.

Some traders who have in-depth observations on Video Accounts directly pointed out that this was the impact of the internal adjustments of Video Accounts. This adjustment of categories may be a signal released by the previous adjustments of the Video Account team. The official may hope to have newer and better progress in Video Accounts.

Another trader said that the internal adjustment means that video account stores will become an important carrier for commodity supply, which also reversely explains why many targeted access targets are open. At the same time, he speculated that the future WeChat business ecosystem will take video account short content as the core touchpoint and link other WeChat touchpoints for traffic operations.

For the platform, this adjustment actually simplifies the rules and reasonably opens up more categories.

At the same time, Jianshi also observed that some categories were adjusted from targeted access to closure, such as the third-level category of financial investment under entrepreneurship and financial management in the education and training category, which became closed. In contrast to other fully liberalized categories, the video account has added another shackle to the education and training category.

It should be noted that all the education and training categories shown in this announcement are shown as "categories closed", but this does not mean that the entire education and training category is completely closed. The actual situation is that many are still operating normally.

It can be seen that there are still two categories mainly oriented towards popular science in the entrepreneurship and financial management category available for businesses to operate.

The closure of financial investment shows that Video Account is constantly optimizing the compliance of knowledge payment. Coincidentally, tightening the control of knowledge payment content is not just one platform. Douyin also issued an announcement a while ago that the mini program will clear out the general knowledge category. The behavior of trying to use knowledge payment to cut leeks from users is bound to be a foreseeable dead end.