What secrets of video accounts were revealed in the closed-door WeChat open class?

The WeChat Open Class PRO, which used to be publicly broadcast, was unexpectedly "closed" yesterday and not open to the industry. So, what exactly was emphasized in this year's WeChat Open Class? What is the key information about the video account? Let's take a look at the summary of this article.

WeChat Open Class PRO, which used to be open to large-scale live broadcasts every year, was unexpectedly "closed" this year (2024) and is no longer open to the industry.

A staff member explained in WeChat Moments that this year "the open class wants to return to the original point, ignore traffic and popularity, and make the open class a real stage for communication with developers." Despite this, the information released in each open class is the focus of the industry, causing many practitioners to ask around.

Thanks to the help of many friends who were at the scene, who constantly took photos and screenshots, recorded the on-site information and passed it on, we were able to understand what was said on WeChat at the scene.

From the pre-released process preview, it can be seen that there are multiple sessions in this Open Course PRO that involve video accounts. Jianshi sorted out the information about video accounts passed by friends in front and compiled it into this article. This information shows:

In 2023, the GMV of goods brought by video accounts increased three times compared with 2022, and the number of orders increased by 244%+. Among them, women accounted for 78% of the purchasing users, and clothing orders ranked first in the industry with a proportion of 38% of the total volume.

More information from the scene also revealed the latest data on the knowledge and life categories of video account live broadcasts in 2023, the official support direction and policies in 2024, new capabilities being upgraded, and so on.

This article is a summary of this information. By the way, if you are also at other branch venues on site and have recorded more information, please feel free to share it with everyone.

As follows, enjoy:

01 Video account market growth data in 2023

1) In 2023, the scale of sales through video accounts will increase significantly year-on-year.

GMV has tripled in the past year and maintained a relatively fast growth rate.

This rapid growth mainly comes from two aspects:

The first is the overall scale growth, and the second is the improvement of conversion efficiency. Specifically, the supply volume increased by 300%, the number of orders increased by more than 244 times, and the GPM was 900+.

2) Brands are an important representative of high-quality supply in e-commerce, and the GMV of video account brands accounts for 15%.

At the same time, brand GMV increased by 226%+, and the number of brands increased by 281%+. In addition, the number of brand stores with sales exceeding 10 million on Video Accounts also increased by 860%+.

3) Service providers have become the backbone of the video account live streaming e-commerce ecosystem, and the scale of service providers grew very rapidly in 2023.

With more than 3,000 service providers as ecological partners, its GMV has increased more than 4.5 times in one year, contributing more than 35% of the GMV of the market.

In terms of creating excellent benchmarks and industry influence, Video Account has also incubated a group of service providers with monthly GMV exceeding 100 million yuan, who use Video Account as their main profit scenario.

02 Several data changes in knowledge and life categories in video live broadcasts in 2023

1) In 2023, more knowledge anchors will try to broadcast on Video Account and complete monetization.

The number of high-quality broadcasters, the number of broadcasters with income, and the total broadcaster income have all increased by more than 60% year-on-year.

2) Lifestyle content is the most down-to-earth content in video accounts. People like to broadcast their daily lives on video accounts, and users also love to watch it.

The number of people watching live broadcasts in the knowledge category has increased by more than 7 times year-on-year, the viewing time has increased by more than 450%, and the overall number of paying users has increased by more than 250%.

3) The most mainstream way for knowledge anchors to monetize is knowledge payment. In 2023, the transaction volume of knowledge payment through video account live broadcast increased by more than 3 times compared with last year.

4) With the iterative optimization of the recommendation and delivery systems, knowledge payment has more diverse business models. For example, medium-priced courses are replacing small course packages, and the traditional low-subscription model has developed into a medium-subscription model. For example, some businesses have directly delivered and sold high-priced courses of more than 1,000 yuan by relying on their excellent product strength and marketing capabilities.

5) In 2023, the transaction volume of goods brought by knowledge and lifestyle anchors increased by more than 3 times compared with last year, and the Preferred Alliance provided a high-quality product pool.

In addition to selling goods and courses, top anchors also have the option of cooperating with brands to attract investment. The anchors provide high-quality live broadcast content. On the basis of content compliance, Tencent Advertising will assist the anchors in brand investment. The video account live broadcast will give corresponding resource exposure and key promotion, and provide certain support on the event page.

6) Video live streaming sales: a new blue ocean track:

Personal care and beauty, fresh food, clothing and underwear, home maternal and child care, and home decoration and building materials.

03 Key points for video account growth and incentive policies

Several key points for growth in the video account scenario:

1) Talent potential: Video influencers have the potential to bring better adjustments in e-commerce structure and product structure, and provide consumers with more preferred or more practical products.

2) Alliance: Alliance plays an important role in matching people with goods. Whether it is looking for goods or traffic, there is a strong demand for it.

3) Private domain: Private domain operation will be one of the future focuses of Video Account, and there will be more investment, including tools and traffic guidance.

4) Live broadcast room conversion: In addition to changes in content indicators and conversion indicators, private domain linkage, distribution and policy incentives will also have an impact on live broadcast room conversion.

Key points of the video account incentive policy trend:

1) The current incentive policies are divided into the novice stage, growth stage and explosive stage, and each stage has different policy focuses.

2) More incentives will be introduced in the future. In 2024, investment will be increased to provide at least twice the resource support.

3) Video accounts will focus on polishing new tools, improving traffic efficiency and scale, unifying values ​​with merchants, and providing them with greater traffic support. At the same time, they will work with service providers to leverage regional industry advantages and tap into industry value.

4) Video accounts will provide high-quality content through influencers and celebrities, increase commercial potential, create a good ecosystem, and enhance commercial value.

04 Support directions for video account service providers

1) In the future, we will support and tilt the platform traffic to key service providers. The types of key service providers in 2024 are:

Brand operation service provider, industrial belt service provider, expert MCN, and investment promotion team leader.

2) In 2024, the requirements for verticalization, specialization and health of service providers will be strengthened. We will adhere more to the direction of "survival of the fittest", guide various service providers to grow in a more valuable direction, and promptly eliminate service providers that do not meet expectations.

3) The core objectives of the above four types of service providers:

Brand operation service provider: increase the number of brand stores and operating GMV.

Industry belt service providers: help platforms acquire new anchors in vertical industry belts and small and medium-sized mainstream talents on a large scale.

Expert MCN: Increase the number of accounts and distribution GMV of high-quality influencers.

Head of investment promotion team: While doing a good job in matching basic people and goods, we also help the platform drive the large-scale addition and transition of small and medium-sized talents.

4) Service provider rights system matching:

• The service provider policy is closely centered around the platform's business goals to drive high-quality service providers to monetize, ensuring that the service providers' revenue is strongly correlated with their contributions.
• The stratification of service providers will reflect the rights and interests of service providers at different levels to help small and medium-sized service providers make the leap.
• Strengthen the influence of service providers and amplify the voice of the entire industry through joint investment promotion conferences, online activities, and benchmark creation in some industries.
• We will provide better and more detailed training and guidance to service providers at different stages.
• In terms of resource matching, we will combine product capabilities and deeper operational support to accelerate the precise matching between service providers and anchors.

Service providers must ensure equal rights and responsibilities and be responsible for the quality of their anchors. In terms of product infrastructure, a series of strategies such as service provider deposits and credit points will be launched in 2024.

05 Creating a "good knowledge live broadcast room"

In the category of knowledge live streaming, what kind of live streaming room is a good one?

First of all, "compliance" is the bottom line. In terms of customer qualifications, for high-risk categories, such as medical and financial, professional qualification certification is required.

In addition, the way of expression in the live broadcast room should be careful. The live broadcast room should be materialistic and not talk about theology or feudal superstition; the live broadcast room should be objective and not distort facts or exaggerate marketing in order to attract attention; the live broadcast room must be positive and no live broadcast that violates the mainstream values ​​of society is allowed to appear.

Once the content is compliant, a good foundation is in place.

Then we need to work towards the direction of "real people showing their faces, original content, and output of practical information" to give users confidence and expand our influence.

Finally, in the commercial monetization process, each category of the video account store and video account showcase has its own different requirements. We still need to remind everyone to operate in compliance and provide real value to users.

06 Key iterations of video account products in 2023

The improvement of overall commercialization is inseparable from the development of brand infrastructure. What were the key product iterations last year?

1) Upgrading from “payment to transaction”

Many businesses have reported that users bought courses but didn’t know where to take them, and the refund rate was very high.

It provides an open capability and builds a bridge from payment to transaction for course products.

Merchants can set the class address when listing products by calling the interface. After the user purchases the course, the chat interface will receive a service message notification. Click on the order page and there will be an entrance to the class in the lower right corner, which can directly jump to the mini program class interface.

2) Improvement of live broadcast distribution capabilities

If knowledge payment is regarded as the e-commerce industry, it must be one of the industries that attaches the most importance to private domain operations.

Last year, the official improved the "distribution capability" of the live broadcast room, so that all transactions brought by sharing can be traced. Through this capability, teaching institutions can improve sales efficiency and service standards, and knowledge payment experts can drive loyal fans to spread the content for the second time.

3) Upgrading delivery capabilities

Acquiring new customers is the most basic demand of all paid knowledge merchants on the platform. Last year, the official not only iterated the algorithm, but also added: the ability to put short videos into live broadcasts, the ability to spread number packages, etc.

In 2023, the overall investment in knowledge payment has increased by 9 times or more compared with last year, and the ROI is also higher.

07 The direction of the knowledge live broadcast room in 2024

For the knowledge live broadcast room, the three key words in 2024 are: academic, career, and interest.

1) In terms of academics, we will continue to provide specialized knowledge for professors and scholars. We will also integrate short videos to provide better traffic support.

2) In terms of career, we will gradually expand into subcategories such as finance, law, psychology, job hunting, and studying abroad.

For these categories, the platform will strengthen governance, control the compliance of live broadcast content, and provide corresponding support in product capabilities to meet the needs of these categories.

The official is also planning the ability to "charge for live broadcasting" so that professionals can come to the video account to live broadcast and easily earn their first pot of gold.

3) In terms of interests, I hope to organize some online competitions in the form of live broadcasts through industry associations, interest associations and other organizations, such as calligraphy, painting, flower arranging, fitness, etc.

Contestants participate by broadcasting through their personal accounts. For the winners, the platform will screen out anchors with potential for live broadcasting and provide certain traffic and support for their future broadcasts.

In addition, this year we hope that all famous specialty commercial streets and cultural and tourist attractions can be well presented in the live broadcast of Video Account, and the official will also provide corresponding event packaging and protection of rights.

In addition to the knowledge and life module, we also hope to cooperate with more content providers in 2024, including sports events, movies, and TV and film programs. For high-quality copyrighted content, we can provide some configurations for activities, product capabilities designed exclusively for like targets, and certain traffic support.

What other key information did you hear in the open class? Please leave a message in the comment section to share.

Author: See the truth

Source: WeChat public account "Jianshi (ID:jianshishijie)"