Tik Tok influencers switch to video accounts, who becomes the “number one player”?

This article tells the story of how Douyin influencers switched to Video Accounts and why Video Accounts became a new battlefield. Let’s read this article to find out what’s going on.

More and more talents are going to the video account to "dig for gold".

Since the video account has been focusing on e-commerce, many influencers have set their sights on this new traffic depression. Among these people, there are influencers who have "jumped ship" from Douyin.

Guo Yiyi, whose single-game GMV exceeded 50 million, Baicai GG, whose single product sales exceeded one million, and image stylist Qiao Jiaozhu... these influencers who have switched to video accounts to sell goods are moving towards the "top" of video accounts.

1. Douyin influencers make money with their video accounts

"We plan to increase investment in video accounts this year."

The head of an MCN agency that owns multiple content IPs said that they have already deployed video accounts, and because the content of their accounts is relatively stable, the traffic is still good.

When asked about the reason for increasing investment in Video Account, he said: "Compared with the fierce competition from Douyin, Video Account definitely has more opportunities and less difficulty, and the traffic has indeed increased significantly."

Another MCN agency with an IP with tens of millions of fans also told Xinbochang that they have opened a store on the video account and are preparing to start live streaming.

Nowadays, video accounts have produced many people who are good at selling goods, and even have their own "No. 1 saleswoman".

When it comes to the influencers in selling products on video accounts, many people will think of Guo Yiyi.

In June 2023, Guo Yiyi started live streaming to sell goods on Video Account, and achieved a GMV of 1.23 million yuan in the first live broadcast; in the second live broadcast, the GMV doubled to 2 million; in the third live broadcast, it continued to grow to 3 million.

During last year’s 618, Guo Yiyi’s single-game GMV exceeded 20 million. During the same year’s Double 11, the single live broadcast exceeded 50 million.

Before creating the video account, Guo Yiyi's main battlefield had always been Douyin.

In September 2022, she posted her first video on Douyin, and has since updated her daily life, but the traffic was not ideal. Under such circumstances, on December 13 of the same year, Guo Yiyi began to try to post videos on the video account.

Unexpectedly, her videos sharing her daily life received good traffic, especially the video about the "mom's dilemma" in February 2023, which received over 100,000 likes.

In addition to Guo Yiyi, the "Three Rural Anchor" Baicai GG also has a strong ability to sell goods.

Baicai GG's real name is Lin Wanhua, a girl born and raised in Fujian. In 2021, Baicai GG began to post videos of herself selling vegetables at a stall on the video account, attracting a group of video account users who love to watch daily life.

Because the content fits the user profile of the video account, Lin Wanhua caught the surging traffic. The number of fans of the video account jumped from 170,000 to more than 1.6 million in three months, and a video introducing tiger tail wheel root brought in more than 9,000 orders.

According to the current sales in the merchandise display windows, loquat jam with a unit price of 59.9 yuan has sold 23,000 pieces; and other agricultural products have sales ranging from several hundred to several thousand pieces.

Lin Wanhua mentioned that the video account is now the focus of their team's operations. "Now the content creation is adjusted according to the fan feedback and data of the video account. We are very optimistic about the video account, and its user group is of high quality. This year we have also been working on our own private domain, and I believe that the Baicai GG video account will have a greater breakthrough." She said.

Qiao Jiaozhu, a video account sales expert, also experienced a shift in focus from Douyin to video accounts. Although she has only more than 2,000 Douyin fans, she has sold 2.443 million products in the product showcase of her video account.

2. Why switch to Video Account?

Why did Guo Yiyi, Baicai GG and Qiao Jiaozhu choose to switch to video accounts? And how can they achieve impressive sales results?

Let’s first look at the user groups of the video account.

At this year's WeChat Open Class, the relevant person in charge said that female consumers accounted for 78% of the video account, consumers in first-tier, new first-tier and second-tier cities accounted for more than 60%, and people aged 30-50 contributed 40% of the increase in video accounts.

This type of group focuses on topics related to life, family, and emotions. Therefore, the labels of the above-mentioned experts are very distinct.

For example, the introduction on Guo Yiyi’s video account homepage includes labels such as “mom” who is studying for a master’s degree while having a baby, “housewife”, and “live streaming with goods”, establishing the image of a “highly educated and self-reliant” mom who pays attention to family ethics and women’s emotions.

Qiao, who sells clothes, also inserts topics such as "sisterhood" and "mother-in-law and daughter-in-law relationship" into the videos he releases, which is also one of the means to attract users to watch.

The purchasing power of this user group is also not low.

"Douyin's consumer group is generally young, and low-priced goods can be sold quickly. They generally believe that appearance is more important than anything else. Video accounts' consumer group is relatively older, and they can sell goods at higher prices." Industry observers believe that "the products sold through video accounts are better, and the prices can be higher accordingly."

On the other hand, the ecology of video accounts is closely related to private domains and social interaction.

Douyin pays more attention to "content" and is good at using content to increase traffic and achieve "deification"; while Video Account pays more attention to "people" and attaches importance to building social relationships.

In addition, compared with other platforms, video accounts have a higher user intimacy and are more likely to repurchase. "As long as you do it for a long time, you can naturally accumulate some fans, and these fans can be settled in your own private domain and managed for a long time."

The person from the above-mentioned MCN agency said that the long-tail traffic of the video account would be better.

3. Make every effort to develop live e-commerce

What attracts MCN agencies and influencers to the video account are the support signals released to the outside world.

In fact, compared with Douyin and Kuaishou, Video Account did start later. Moreover, for a long time, Video Account did not even have a well-known top anchor to "stabilize the scene" in the e-commerce field. Although "Guo Yiyi", a top anchor who sells goods, has emerged, its voice is still lower than that of other platforms.

Some industry insiders believe that "due to the lack of benchmark merchants and influencers who can truly represent the platform's genes, the outside world's overall prediction of the value of video account e-commerce is low."

Not only that, many merchants and influencers are not familiar with the gameplay of video accounts. Moreover, some influencers have said that it is difficult to connect to official operations once problems arise. This is actually a problem that platforms will encounter in the early stages of developing live e-commerce.

However, there is no doubt that the signal that Video Account is increasing its investment in live streaming e-commerce has already been very obvious.

Ma Huateng has stated at Tencent's annual meeting that he will focus on developing video live e-commerce this year. According to media reports, the GMV of video e-commerce in 2023 will be about 300 billion yuan, the GMV of Douyin e-commerce in the same period will be more than 2 trillion yuan, and the GMV of Kuaishou e-commerce will be 1.18 trillion yuan.

For example, last year we launched the Preferred Alliance, a product matching platform for merchants and influencers, which can help merchants distribute products and help influencers connect to the supply chain; there are also cold start support policies, growth support policies and benchmark case support policies; this year we also launched a private domain incentive plan from April 1 to May 31, providing technology fee discounts and traffic rewards.

Recently, for the food industry, Video Account will launch the "Searching for Good Foods - Spring Food and Health" event, inviting brands, merchants and influencers to participate in Video Account live streaming. The anchors whose cumulative transaction data reaches the corresponding target threshold and Video Account store rating requirements will receive the corresponding e-commerce growth card incentive after the event. The event time is April 23 to April 29.

Video live streaming e-commerce has become more aggressive. What kind of splash will it make this year? We will continue to pay attention.

Author: Field sister

Source public account: New Broadcasting Field