Practical sharing of video account operation (Part 2)

Nowadays, video accounts are on the rise, and many businesses want to get in and get a piece of the pie. So how can video accounts be operated to make money? This article focuses on analyzing the two aspects of product selection and operation, hoping to be helpful to you.

How can a video account be operated to make money? I have introduced it in detail in the article "Sharing the practical operation of video account". The article shares the prerequisites, facilities and traffic diversion tips that need to be considered when making a video account. Today I will continue to share the second article, focusing on the analysis of product selection and operation, and I hope it will be helpful to you.

1. How to sell goods and make money? How to choose the right products?

1. What are the best-selling products?

• Large demand - able to solve consumers' problems; few competitors - determines the difficulty of doing it.
• There are few powerful businesses - the professionalism of competitors; there are few advertising fees - the size of investment costs.
• High conversion rate——strong demand and high transaction rate.

2. How to judge whether a product is good to sell?

• Search popularity – how many people want it in the entire Douyin; Number of online products – how many of the same products are sold in Douyin.
• Payment conversion rate – the intensity of desire to purchase;
• Query specific data through platforms such as Chanmama.

3. How to choose a hot-selling product?

• Whatever product is popular, just follow the product, simple and straightforward.
• Channels for selecting hot-selling products: it is best to put traffic-generating products and profit-making products together on the shelves.

Inventory of product selection channels and recommended reasons for you:

2. How to operate a video account store?

Video Account Store is a technical service provided by the WeChat Video Account team to provide merchants with product capabilities such as product information display and product transactions, and fully supports merchants in opening stores within the Video Account scenario.

Next, we will analyze how to operate a video account store one by one according to the contents of the 7 modules in the figure below:

1. Store Basics

• Store decoration - the store avatar uses the video account avatar by default, and name changes are not supported yet. Only individual businesses and enterprises are allowed to settle in and open it. One business license can apply for up to 5 video account stores.
• Novice tasks——can participate in monetization tasks, Polaris Project.
• New product launch - one account must prepare at least 10 pieces of material, and release 2 videos at a time.
• Product optimization - then add a new piece of material every half an hour or an hour depending on the traffic situation.

2. Short video operation

• Script planning - first clarify the theme, then build the framework, and finally fill in the content. Newbies can directly imitate the production of large-scale ones.
• Shooting planning - theme, content outline, duration, embedded content, presentation method, shooting method, shooting tools, post-production, and finished film.
• Video editing - You can use Jianying as the editing software. It is free and has no watermark. Or you can use Meice, Booklist, Wallpaper, Music, Card Point and many other types of video editing software.
• Channel promotion - recharge WeChat beans and paid promotion.

3. Live broadcast operation

• Live broadcast warm-up - WeChat groups, Moments, Weibo, public accounts, Xiaohongshu and other platforms will announce the live broadcast and share the live broadcast room as soon as possible.
• Gameplay design - interesting live broadcast plan = the right atmosphere = process + potential energy + good jokes + hot spots + nodes.
• Live broadcast script - ask more questions, issue instructions, ask for help, and discuss hot topics.
• Product promotion - every anchor has his own set of winning words when selling products in his live broadcast room, but for live broadcast sales to close deals, there are usually two core points: one is to dispel customers' concerns, and the other is to offer certain discounts on prices.
• Live broadcast promotion - helping anchors to attract fans and gain audiences, which is what we call "atmosphere makers".

4. User Operation

• Precise operation - finding users, that is, the source of traffic, is the core of business logic, and the live broadcast room label serves as the traffic direction point.
• Conversion of new customers - the warm-up and entertainment scripts of the live broadcast room all fall into this category. The essence of the live broadcast room is entertainment, and transactions can only be made when users have fun.
• Repeat purchases from old customers - introduce products in the live broadcast room, seize user demand points to close deals, mobilize old customers to guide new customers to place orders through interaction, and analyze old customer data to break through the repurchase rate.

5. Product promotion by influencers

• Talent cooperation - find suitable talents, go through the cooperation negotiation period, clarify the intention of cooperation, complete the pre-cooperation preparation and project execution, and review and summarize.
• Weike distribution——omitted.
• Team leader’s trusteeship—omitted.

6. Event Marketing

• Official promotion - The promotion event requires live broadcast announcement, reaching out to new and old customers, layout of live broadcast products and preparation of event procedures.
• Channel activities - locate core users based on channel attributes and tags, use precise traffic, and promote targeted activities.
• Daily activities - lucky draws, gifts, discounts, etc. in the live broadcast room.
• Marketing tools - issuing coupons to stimulate users to buy and increase the conversion rate of paid products. Creating a sense of urgency to stimulate users to quickly place orders. Limited-time discounts, distribution promotion, etc.

7. Data Analysis

Live broadcast speech analysis - based on the live broadcast speech formula, combined with the live broadcast data, the analysis is done. Live broadcast speech formula: product overview 10% + selling point introduction 20% + scene creation 30% + welfare discount 40%.

Product data analysis - Use the live broadcast platform's backend visualization tools to view the specific conditions of the products being broadcast live and complete the analysis.

Real-time store data analysis - summary and review of the real-time operation results of the store. Real-time store data analysis mainly analyzes non-critical data indicators, such as UV value, conversion rate, etc.

Analysis of live streaming and short video gameplay - short videos and live streaming are complementary to each other. The former is the accumulation of long-tail traffic, and the latter is a means of rapid traffic diversion. The two guide each other and play with user stickiness.

Product activity analysis - monitor real-time data based on activity planning, and analyze activity effects based on traffic conversion.

User population analysis - Live streaming user groups are generally divided into three categories:

1. Onlookers: They will not make any payment actions or interact, but they are the main contributors to traffic.
2. Fan group: They will pay a small fee, interact with the anchor, and are the main contributors to popularity.
3. Paying group: They will give large gifts to the anchor and are the main contributors to revenue.

Summarize

There are many ways to monetize WeChat video accounts, and the mainstream one is selling products through video accounts. Since the development of video accounts, in addition to the gradual improvement of the ecosystem, we are more focused on obtaining its commercial value. In the era of short videos, it may be the last train that ordinary people can take.

Author: Xiao Q Chats About Products, WeChat Official Account: Xiao Q Chats About Products