Breaking news from Video Account: Officially restricting private domain traffic diversion!

This article analyzes the considerations behind the new policy adjustments such as the prohibition of adding corporate WeChat accounts to video accounts, and puts forward suggestions for response. It is recommended for self-media practitioners to read.

Yesterday, there was a major function adjustment for Video Account! As soon as the news came out, it triggered heated discussions in the industry.

To put it simply: Video Accounts no longer support the addition of corporate WeChat accounts, customer service functions cannot be accessed, and restrictions are officially placed on private domain traffic diversion of Video Accounts.

Because within the WeChat ecosystem, this kind of "strike" on the linkage between touch points is unprecedented, so many people were shocked. Video Account is really ruthless!

So how should we respond to such policy changes?

01 Three coping methods

The good news is that according to the published policies, if the video account has been bound to "Enterprise WeChat" and opened a "Video Account Store", the two restricted functions will not be affected.

However, judging from the current adjustment direction and intensity of the video account, it is difficult to guarantee that there will be no further adjustments in the future. In the face of policy changes, there are three specific things to do.

1. Do not unbind!

Do not unbind the corporate WeChat account that has been bound! Do not unbind! Do not unbind! Currently, it can only be operated in one direction. Once unbound, it cannot be bound again, so be sure to remind all operators!

2. Open the information retention service

As early as June, Video Account launched the "Information Retention Service", allowing merchants/anchors to push their own information retention components to the Video Account live broadcast room to collect audience information for later operational conversions.

Looking back, this service is paving the way for today's adjustments, leaving some businesses with reasonable and compliant traffic channels.

However, currently only six sections are open: automobiles, recruitment, real estate, education and training, home furnishings, and operators, and corresponding qualifications are required.

It is not difficult to find that this type of industry requires strong communication and after-sales service, and providing channels for retaining funds is also an inevitable requirement.

3. Master the skills of drainage

There are still some feasible methods of drainage, which are suitable for most individuals and businesses, such as:

1) Expand link traffic

When publishing video content, you can add a link to a public account article. It is best to use the welfare hook to attract traffic. Before setting it up, you need to edit an article to attract traffic in the background of the public account and place the QR code in it.

2) Comment area traffic

After the video is released, you can leave your contact information in the comment area to guide the users. Of course, the guidance words should be related to the video itself, otherwise it will seem too stiff.

3) Private message traffic

You can actively send private messages to fans of the video account to attract traffic, but you can only send one piece of content before the user replies. It is recommended to screen those fans who often like and comment on your videos, as they have higher stickiness and stronger trust in you.

02 What is the purpose of so many restrictions?

In fact, on June 16, Video Account had restricted the pop-up window of "Corporate WeChat" in the live broadcast room. Users cannot directly see the corporate WeChat in the live broadcast room, and users need to stay online for more than 10 minutes to see it.

At that time, the intention was to curb some unscrupulous merchants who bypassed platform supervision and guided users to conduct transactions in private domains. As a result, the product quality was poor and there was no way to complain, and it even became a hotbed of fraud.

Video Account does this to protect the interests of consumers and further regulate the order of the platform, which is understandable.

But unexpectedly, after just over a month, the restrictions have been further upgraded. Obviously, Video Account has already prepared for the next stage, so we might as well make a bold guess.

The next actions will pave the way for the commercialization of the video account.

In addition, the "product search function" was newly added to the video account not long ago. It is obvious that the video account has begun to focus on conversion.

Although some current rules and policies may make some businesses feel uncomfortable, in the long run, it is beneficial to the overall development. The next step is likely to be to create revenue from commercial advertising, after all, this is a huge part of the platform's revenue.

In addition, there will be a large wave of opportunities in the training, agency operation, and search services for video accounts.

03 Conclusion

Today, Video Account has surpassed Douyin in terms of monthly active users. In the future, Video Account will continue to improve the infrastructure and business ecology of live broadcasting, which will greatly change the current e-commerce industry landscape.

Therefore, whether it is individuals or businesses, you must not miss the video account.

Author: Yan Tao Sanshou

WeChat public account: Yan Tao San Shou