The “nanny-level” marketing guide for video accounts is here!

Following the sales of goods on Douyin, Video Account has also started its live streaming sales route. Now that Video Account is gaining momentum, how should we seize the opportunity?

Since 2021, live streaming sales on Video Accounts have been booming.

According to statistics, in 2021, the GMV of live streaming sales on Video Accounts increased by more than 15 times; in 2022, the GMV of payments for live streaming sales on Video Accounts increased by more than 8 times year-on-year; in 2023, the GMV of sales on Video Accounts continued to double.

There is no doubt that video accounts are developing rapidly! In particular, Tencent's Q3 2023 quarterly financial report also mentioned that the total number of video accounts has increased by more than 50% year-on-year. The increase in the number of views has also directly promoted the growth of video account advertising revenue. Video accounts have become a high-profit source of income for Tencent in that quarter.

As Tencent's emerging business with high growth potential, Video Account was previously called "the hope of the whole audience" by Ma Huateng. At the Tencent Annual Meeting last night, he also said that this year he would focus on developing Video Account live e-commerce. Therefore, it is obvious that in 2024, Video Account is still a huge traffic dividend depression! Especially for brands and merchants!

Observers outside the market have been eager to try, and more brands and businesses are eager to join the video account in 2024! However, some brands and Jianshi said that they suffer from the lack of correct method guidance, the high cost of self-exploration and trial and error, the worry that the difference between input and output is too large, and they can't find a suitable way to realize business, and can't find cases to learn from.

Just recently, Jianshi noticed that Tencent Advertising has teamed up with front-line practical players and internal senior lecturers to launch a "Required Course for Beginners in Marketing for Video Accounts". It is not an exaggeration to call it a nanny-level marketing guide for Video Accounts!

The launch of this guide clearly sends a signal to the outside world: In 2024, Tencent will pay more attention to new merchants entering the ecosystem! This also gives new players who are preparing to enter the video account more confidence! By the way, we have also put this free marketing guide at the end of the article and read the original text . You are welcome to take a look and help your business prosper in 2024!

1. The first release of the video account nanny-level marketing guide

This is the first official video account nanny-level marketing guide released by Tencent Advertising. For many brands and businesses that have just entered the video account, this guide is worth reading!

As soon as Jianshishi saw the guide, he couldn't wait to start learning. We noticed that there are 3 major sections and 13 courses, which not only include complete theoretical and methodological guidance in the video account ecosystem, but also include more specific practical operation guidance. In addition to being systematic and high-quality, the lecturers' in-depth and easy-to-understand sharing can also quickly help novice merchants to quickly understand the video account ecosystem and quickly become video account operation experts.

What’s more worth mentioning is that this guide covers almost all the difficulties that newcomers will encounter when setting up a video account, such as the logic of video account creation, store building, short video operation, live streaming, etc., which are almost all issues that novice merchants are concerned about when setting up an account.

Of course, there are also in-depth courses covering modules such as traffic investment and private domain operations, which are also suitable for some players who have been deeply involved in video accounts for in-depth learning and improvement, and can help merchants increase the sales scale of their video accounts to a higher level.

After reading the video account, the person in charge of Jianshi believes that the most recommended module is the tips on video account operation and sales, which is worth further study. For example, in the chapter "How to start short video operation and sales", we can learn that the dimensions of sales short videos that need special attention are: product selection and combination, content gameplay, and data indicators.

In specific practice, when selecting and grouping products, we should pay attention to: high gross profit margin, strong visualization, and novel characteristics (so that the 5-second completion rate is higher).

In terms of content gameplay, we should focus on: hot-selling beginning (stimulating curiosity), guiding users to stay, product front-end (appearing in 3 seconds to grasp the user's pain points), strong fun (such as plot interpretation), product traceability (increasing trust endorsement), and personality recommendation (personality planting, video weeding). Finally, in terms of data indicators, we should focus on the completion rate, like rate, forwarding rate, and comment rate.

It can be said that this guide makes up for many of our previous cognitive misunderstandings, and some of the content is very practical. Therefore, after reading the guide, Jianshi immediately recommended it in its own brand membership group, hoping to help more novice video merchants and brands quickly get through the cold start-up stage, quickly enter live streaming and improve performance.

2. The official guide comes at the right time

After Jianshi shared the course to its member group, many brand merchants communicated with Jianshi and said that this guide came at a very timely moment!

For example, Yi Zhou, the person in charge of the Sanpangdan Guazi video account, told Jianshi that they had made some attempts in the video account before and planned to invest heavily in the video account in 2024, but the rules of the video account are a bit fragmented and changeable, and the traffic model is not clear enough, so they dare not invest too much easily. Now after reading the guide, they immediately have some direction and confidence.

In particular, the "How to Optimize the Effect of Video Account Delivery" in the guide is very helpful to their new account. They had been worried that "there would be no effect after delivery", but now they have more confidence after reading this guide. They are ready to continue to work hard in 2024 and focus on the growth of video accounts.

Li Bin, the person in charge of a jewelry video account, told Jianshi that they entered the video account market a few years ago and have been learning and paying attention to various external courses. While studying this new course, he found that many teams had explored and achieved good results in the past. The course also made a very systematic summary, and the practical guidance value was very strong.

He also emphasized that for categories like theirs with high repurchase rates, they should pay special attention to the combination of video accounts and private domains. After reading the "Private Domain Management" module in the course, they have more new inspirations and ideas for the combination of private domain links:

For example, the core of introducing private domain users to the public domain is live broadcast reservation. When the reservation arrival rate of the live broadcast room is about 50%-70%, the reservation can provide a very strong basic traffic guarantee and transaction guarantee for the live broadcast room. By introducing trusted private domain users to the public domain for centralized transactions, it is a very efficient conversion model.

In addition, Jianshi also invited two special consultants of this guide to provide more interpretations and observations from their perspectives.

"The biggest highlight of this guide is that it has a systematic, complete theory and practical operation. The official has gone through a lot of screening to find people who actually operate in the video account ecosystem and get results. Therefore, it has a strong practical value, and most of the content is instructive for the actual operation of merchants. " Xia Heng, founder and CEO of Beijing First Time, mentioned this course to Jianshi.

Therefore, as a service provider, they recently recommended this guide to more than 1,000 merchants and influencers they serve, and suggested that merchants practice according to their own categories when learning. At the same time, they especially recommended the content of 4 sections, saying that this is relatively scarce content on the market. For example: how to start live streaming, how to quickly create an account with 0 fans, a guide to avoiding pitfalls in video account advertising materials, and how to do a good job in private domain operations.

In addition, he suggested that for categories with high average order value (such as liquor) and categories with high repurchase rates (such as fruit and daily necessities), you can pay more attention to the content of the private domain chapter, and for some lead customers, you can pay more attention to the content of the traffic investment chapter.

In the view of Gong Haihan, a strategic consultant for video accounts and CEO of Baizhun, even with the development of video accounts today, most businesses still do not understand how to enter the market from 0 to 1. Previously, video accounts focused on developing products and technology, and did not do much to educate businesses. This time, Tencent Advertising's "large-scale" intervention, such as the release of this guide, can quickly cover a group of top brands and businesses, which will be of great help in increasing the penetration rate of video accounts.

In his opinion, the biggest highlight of this guide is the mention of "opening up the delivery scenarios", which is no longer limited to the traffic delivery of WeChat Beans in the video account, but provides Tencent's idea of ​​covering traffic in all scenarios. Tencent Advertising has always had very rich merchant service capabilities and experience, which can complement the WeChat team, giving merchants more confidence to invest more resources in the video account.

When I was reading this guide, I also noticed an important piece of information:

The launch of this official guide may send us a very important signal, that is, in 2024, Tencent will pay more attention to merchants that are new to the ecosystem!

You know, we have hardly seen such official detailed tutorials before. As Xia Heng and Jianshi said, "This year, the government has taken the lead in making detailed guides and courses related to video accounts, which actually shows that the government attaches great importance to novice merchants."

Take the express train of Video Account now!

Author: Jianshi WeChat public account: Jianshi