The official video account has released a guide to getting hot orders!

Video accounts are a commonly used short video sharing platform. How can we send out hot content on WeChat accounts? Let's learn together in the "Guide to Hot Products and Hot Sales on Merchant Video Accounts"~

In the last WeChat Open Class, WeChat revealed that the transaction volume of video accounts in 2023 was nearly three times that of 2022, and the number of orders increased by 244%+. From this set of data, we can see that video account e-commerce has grown rapidly in the past year, and in 2024, many brands and merchants have begun to invest more in video accounts.

In this process, you will inevitably encounter more questions about the hot sales and hot products of video accounts, such as: How to create good materials that can sell hot products on video accounts? What are the principles of product selection and grouping for short videos with goods? Which merchants on video accounts are suitable for private domains? How to design high-conversion live broadcast scenes? How to group and arrange products in the live broadcast room? What indicators should be paid attention to when reviewing live broadcasts? How to improve the ROI of video account live broadcasts?

The answers to these questions can be found in a guide for merchants to create hot-selling products and hot-selling products on video accounts recently released by Tencent Advertising. After reading this guide, Jianshishi extracted the core gameplay of creating hot-selling products and hot-selling products on video accounts that brands and merchants are more interested in. Come and take a look with us, as follows, enjoy:

1. How to create good materials that can sell hot products?

The three elements of hot-selling materials:

(1) The golden three seconds at the beginning: The first three seconds determine the success or failure of the advertising material’s conversion rate and must be very eye-catching.

(2) Presentation of core selling points in the middle: Product display and core selling point comparison clips in the middle are used to attract users to enter the live broadcast room. It is best to use high-quality original real-life video.

(3) Ending with motivational words to guide orders: At the end of the video, promotional activities and words such as discounts or after-sales guarantees are used to encourage consumers to make decisions and place orders.

Three criteria for good material:

(1) Click-through rate: CTR is a key indicator for measuring content. The higher the CTR, the more likely the content will be viewed and the more viewers will see it.

(2) Three-second fast scroll rate: Generally, the product is not actually displayed until 3 seconds into the video. If users can stay watching for three seconds, the ad click-through rate will increase.

(3) Material duplication: Based on the platform's original protection, the more novel the merchant's original real-life material is, the more platform traffic weighting it can obtain, attracting more similar and more accurate consumer groups.

2. What are the principles for selecting and combining products for short videos selling goods?

(1) High gross profit margin: determines whether the short video industry can withstand the initial consumption losses.

(2) Strong visualization: The impact of the first visual determines the speed and conversion efficiency of the short video. The stronger the visualization, the greater the possibility of explosive sales.

(3) Novel features: The more curiosity aroused, the higher the 5-second completion rate and the overall completion rate, which can also stimulate comments.

(4) High sentiment: Video accounts are full of positive people. The more relevant hot topics are, the easier it is to explode.

(5) Strong selling point: One selling point penetrates the circle and is forwarded and commented on. Multiple selling points are rich and can directly hit the target.

(6) Scene reproduction: By displaying the production scene, we can create a trust endorsement of the place of origin and use the production scene to inspire users to stay.

3. Which businesses are suitable for private domain in video accounts?

Video accounts can generate various chemical reactions with other components in WeChat and circulate naturally within the WeChat system. Merchants can use video accounts to link private users' WeChat and Moments to achieve long-term and accurate marketing reach.

So which businesses are suitable for private domains? The characteristics of categories suitable for private domain traffic diversion: strong repurchase, greater need for service, and high customer unit price.

Combination strategies and links for attracting private domain traffic:

(1) Let more people see me: Use good content to attract users to actively share and expose me, or spend money to exchange for more exposure.

(2) Make more people willing to add me: Using "service" to guide people to add friends is more effective than using "benefits". Therefore, when operating products such as green plants and pets, try to be "service-oriented".

At the same time, the shorter the link, the better. You can use the customer acquisition assistant to add WeChat, scan the QR code to add WeChat, fill in the form to leave customer information, follow me and send a private message, etc. Among them, the QR code exposure is not as good as appearing "accidentally" as appearing early.

4. How to design a high-conversion live broadcast scene?

A good live broadcast scene can bring good traffic and good conversions.

The live broadcast scenarios with high conversion rates include: brand store type, shopping mall counter type, source manufacturer type, home-made type, personal store type, and creative content type.

In addition, you can refer to the following for setting up a video account live broadcast team:

Specific personnel capabilities can be found in:

5. How to organize and arrange products in the live broadcast room?

Live broadcast room product arrangement:

(1) Traditional brands have a better chance of producing hit products. Brands that have been around for more than 5-10 years and have a nationwide offline store network can quickly build user trust; at the same time, the price difference between offline and online can quickly stimulate users to place orders.

(2) Agricultural products from industrial belts that have standardization capabilities. Products that comply with national policies for rural revitalization and have the opportunity to receive traffic support, and users have a healthier subconscious awareness of industrial belt specialty products.

(3) Special products with health-care attributes that meet the consumption needs of mainstream consumers on the platform and consumers of health-care products.

(4) High-gross-profit items. Higher bids give you a better chance of grabbing more volume, and combined with the product’s short lifespan, this can lead to more repeat purchases.

(5) Barrier-entry products. Barrier products with targeted brand entry have certain unique advantages and are not easily copied by others.

Paid flow product group principles:

The core is to invest in profits and follow the three major product grouping principles of "one-way profit at the front end", "profitable at the back end without a front end", and "profitable at repeat purchases without a back end".

When investing in traffic to promote the live broadcast room, focus on single products with a profit margin of more than 55% + promotional welfare products; when running short video information flow, it is suitable to use a combination of hook products + first-sale products + second-sale products, such as using experience classes as the hook, second selling offline classes, and third selling private lessons.

6. What indicators should be paid attention to during live review?

According to the data screen, focus on the following conversion data indicators:

For example, the average viewing time per person and the rate of new followers reflect the strength of the content; the number of real-time online users means that the rhythm of the live broadcast needs to be adjusted dynamically; and the viewing-to-transaction conversion rate and click-to-transaction conversion rate are respectively related to the host's ability, product versatility, product cost-effectiveness, as well as the product details page, host status, and rhetoric.

At the same time, the 3S short stop and quick scroll rate and the effective viewing ratio jointly reflect the traffic carrying capacity of the live broadcast room, which requires targeted improvement of the presentation ability and interactive language.

Merchants can also use the conversion analysis funnel to view conversion efficiency. They can gradually analyze the difficulties and problems of conversion according to the user conversion steps, and improve conversion capabilities in a targeted manner.

Finally, you can also conduct regular reviews based on GMV.

GMV = audience * conversion rate * average customer unit price. Low audience = no one watches, low conversion rate = no one buys, low customer unit price = not expensive. Merchants can make a live broadcast data review table and regularly summarize and analyze it to make corresponding improvements.

7. How to improve the ROI of video live broadcast?

3 optimization actions to improve live streaming ROI:

(1) Optimize the two rates of exposure and broadcast: increase the exposure click rate and click-through rate of entering the live broadcast room, thereby improving the efficiency of traffic generation.

(2) Optimize the three rates of live broadcast: the click-through rate of viewed products, the click-to-order rate of products, and the order completion rate are the three key indicators of conversion in the live broadcast room. Optimizing the three rates can promote merchant conversion.

(3) Optimize the three traffic positions: Video account live broadcast has three positions: video account, Moments, official account and mini program. Merchants need to adjust costs and improve ROI according to the changes in position traffic.

How to improve paid traffic ROI?

Adjust strategies immediately: When ad conversion is low, you can increase bids and volume competitiveness, and start high-quality ads with one click to accumulate considerable data and models. When costs are high, you can restart or delay the delivery for 3 hours to slightly increase the price and stimulate volume.

Long-term adjustment strategy: Optimize the double rate to improve advertising competitiveness. You can add attractive copywriting and high-quality materials, optimize CTR, adjust product pricing, package settings, etc. to optimize CVR. When rapidly expanding the volume, pay attention to the development of multiple products, expand accounts and traffic positions, choose more advertising exposure channels, and seek more incremental opportunities.

Author: Jianshi WeChat public account: Jianshi