Has the bonus peaked? They are quietly "digging for gold" on the video account

Video accounts have broad prospects for traffic dividends, providing new opportunities for brands. As more and more brands have confirmed, now is the best time to enter the video account market. This article discusses how video accounts can serve as a traffic source and acquisition channel to provide growth for brands. It is suitable for brands and marketers who want to enter the video account market to read and gain relevant strategies and experience.

In recent years, there is a popular term called "dividend peaking". Every industry is reaching its peak and it is difficult to gain benefits from incremental growth. Therefore, the new round of brand growth opportunities are often not hidden in the pure expansion of categories and markets, but in those new channels and scenarios.

Take the first big promotion after the epidemic, the 618 promotion, which was highly anticipated by numerous brands. Its performance and results were far from people's expectations: there were no battle reports and data, no collective carnival of consumers, and the most popular comments were that it was silent, low-key, and quiet. However, in this seemingly "cold" market, many brands "made a fortune in silence" on the video account and tasted the sweetness of low investment and high returns.

Yiyao Tea, which entered the video account market this year, achieved monthly sales of 10 million through live streaming and traffic investment, and entered the top 50 of the video account live streaming 6.18 Good Product Festival sales list; Qiao Jiaozhu, a top image stylist, set a goal of 30 million before 618, but the actual GMV accumulated exceeded 60 million; Haima, a chain photo studio, achieved sales of over 10 million on the closing night after its first live broadcast sales exceeded expectations by 200%...

The reason why these brands have achieved such impressive results is, on the one hand, because video accounts are still in the early bonus period of advertising. When other platforms have become a red ocean, the degree of involution here is relatively low, and it is easier to start an account and enter the market. On the other hand, it is because the video account live broadcast room already has the ability to link public and private domains + investment. With the mutual coordination of the two investment methods of WeChat Beans and Tencent ADQ advertising , brand merchants can explore channels that are more suitable for themselves, thereby achieving faster growth. Why can video accounts become a more efficient and sustainable traffic scenario and acquisition channel? Let’s talk in detail today.

0 1Advertising dividends are released faster, and the traffic of video accounts is really "fragrant"

In the current environment, e-commerce platforms have high promotion costs, and homogeneous competition is very fierce. Short video platforms are too dependent on algorithms, and feedback is also very unstable. These public domain platforms have some very common problems - that is, traffic is getting more and more expensive, dividends are gradually reaching their peak, and many exposures can only bring "one-time" benefits. There is a lack of real profits behind the beautiful numbers, and the problem of brand growth has not been fundamentally solved.

However, there is a very common consensus among merchants who have tasted the sweetness of video accounts, that is, the traffic of video accounts is very "fragrant". In the eyes of many merchants, video accounts not only have a very large fan base, but are also more fair and flexible, without so many twists and turns. As long as you stick to live broadcasts and boldly invest in traffic, it is easy to attract explosive points and bring real benefits. Take Yiyao Tea Industry, which only entered the video account this year but has developed very rapidly . In just a few months, their monthly sales of tea have reached tens of millions, and they have also been listed in the top 50 of the video account live broadcast 6.18 Goods Festival Today's Carrying List.

In fact, since 2019, Yiyao Tea has deployed a live broadcast team of nearly 100 people on major platforms. Before entering the video account, their development was not smooth sailing, with a slow cold start and slow growth in the later stage. However, after tasting the dividends of the video account, Yiyao Tea stopped live broadcasts on other platforms and put all its manpower and energy into the video account.

In order to introduce more new users to the live broadcast room, Yiyao Tea uses ADQ (Tencent advertising platform) and WeChat Beans for traffic, with an investment ratio of 7:3. The delivery scenario of WeChat Beans is the advertising scenario where active users of the video account insert advertisements in live broadcasts and short videos, such as up and down scrolls, short video information flow, live broadcast square and other locations. ADQ has many delivery scenarios. In addition to short video FEED, there are also Moments, official accounts, mini programs, and other resource locations. The traffic and user attributes brought by different scenarios are also different. In the practice of Yiyao Tea, WeChat Beans will constantly stimulate old fans to enter the live broadcast room, while ADQ will attract new users into the live broadcast room.

In fact, choosing such a traffic strategy also has obvious benefits. On the one hand, it fully activates the fans accumulated by merchants. In WeChat, many users and merchants actually have a certain user base, but there was no suitable path to convert these users into transaction users before. The traffic method equipped with the video account has run through this conversion link. On the other hand, it makes the traffic entering the live broadcast room more accurate. For example, in the ADQ dimension, there is a short video promotion live broadcast room function. When users watch the short video and then enter the live broadcast room, a layer of filtering is formed, and the ROI will also be greatly improved.

If we look at the entire Tencent ecosystem, we will find that the traffic entering the live broadcast room will also be guided to follow the official account or join the community, and enter the brand's private domain pool from the public domain traffic. In this way, the traffic can continue to flow in each link of the private domain-public domain-private domain, thereby releasing the greatest value. As Zhang Wenqi, the person in charge of Yiyao Tea, revealed, the current peak ROI of Yiyao Tea ADQ can reach about 1:5. The comprehensive investment in a single advertisement per day is about 200,000, which can produce about 1 million. The benefits of investment are obvious.

0 2Choose a more suitable traffic strategy to accelerate brand growth

When talking about the reasons for joining the video account, many businesses gave such a keyword: fairness. In this decentralized ecosystem, people do not need and cannot use some popular "routines" of other platforms. The official does not have a clear traffic formula. Everyone is on the same starting line. Brands can let go and explore and amplify their own advantages. Moreover, the video account's streaming ability can match live broadcast content of different stages and different structural designs, without being rolled into one channel.

Take the short video link and the live broadcast link in ADQ as an example: the former has relatively high requirements for materials, and it has a certain degree of sporadic nature. If it explodes, the investment-output ratio will be very high, and the follow-up investment effect will also be very good. When using short videos to promote the live broadcast room delivery function, the traffic entering the live broadcast room is relatively more accurate, and it takes faster time to talk about content and build trust in the live broadcast room, and it does not take longer to build trust. The latter has very high requirements for the anchor . If the anchor's e-commerce conversion ability is relatively weak, it is difficult to see intuitive benefits in a short period of time. Many experts can only gradually see the investment-output ratio through official companionship and optimization. There is a threshold for live broadcast sales conversion ability.

Simply put, you need to invest in traffic according to the data direction of the anchor. If the conversion ability is strong and the volume can be released, invest in transactions; if the content is good and can build trust, invest in audience; if the interactive ability is relatively strong, invest in interaction and increase fans. For example, "Teacher Yu", who has more than ten years of experience in beauty and skin care, shares professional skin care knowledge in the live broadcast room, popularizes the raw materials of anti-aging and freckle removal, and recommends anti-wrinkle and freckle removal products produced by her own factory in the process. Through the WeChat Dou investment flow and the linkage between public and private domains, the monthly GMV can reach 30 million.

Of course, behind these high ROIs, there is another data that cannot be ignored, that is, the "return rate". It is understood that users aged 30-50 are the group with the highest daily activity in Video Accounts. They have neither experienced the era of Taobao e-commerce nor been fully expanded by Douyin and Kuaishou e-commerce. As the group with the strongest purchasing power in Video Account e-commerce, they have very different user characteristics: they do not have such a strong price comparison mentality, are willing to place orders for the anchors they trust, and have a lower return rate.

Data shows that the return rate of video accounts is between 20% and 40%. For clothing, the return rate is less than 30%, which is much lower than other platforms. The reason why Yiyao Tea stopped live streaming on other platforms was because the return rate was very high before. Many times, the goods were sold, but in the end, the month's work was in vain, and even led to losses for the company. Now, Yiyao Tea's return rate is only 3%, and the highest repurchase rate is over 90%.

Moreover, these users will form a "tap water" in the circle of friends and family groups, using trust to attract new customers and repeat purchases. From this perspective, the "slow" pace of video accounts is actually more likely to bring long-term benefits. Brands can tap into more potential value in the immediate input-output ratio. After a month or two or three months, when the time is full and you look at the overall benefits, you will feel that investing in video accounts is particularly profitable.

0 3Is now the best time to enter the video account?

In fact, for a long time, video accounts have left everyone scratching their heads: some bloggers who have few fans have sold out as soon as they start broadcasting; some experienced professionals have not made much splash after a lot of operations. There are no routines or methodologies, but we only know that the operating model here is different from other platforms. However, as the content ecology and product functions of video accounts continue to mature, the attitudes of many brands have also experienced a change from waiting to entering the market.

Since last year, more and more brands have begun to test the waters of video accounts and have achieved quite good results. The GMV of the video account of the white-label beauty brand Mojie International exceeded 10 million during the 618 and Double 11 shopping festivals last year; the sales of the women's clothing brand account Alice Clothing ALICE in its first live broadcast were nearly 2 million, and the transaction volume in the first month exceeded 55 million; FILA achieved an advertising ROI of 7.5 through a combination of celebrity and influencer materials, and the average customer price exceeded 1,000 yuan; Huaxizi guided users into the live broadcast room through short video streaming, and the order rate increased by 30%; the total number of private domain users of MINISO in the WeChat ecosystem has exceeded 14 million...

In the process of sorting out these benchmark cases, we can also see some more certain growth dividends, which just correspond to the underlying logic of current brand growth.

The first is the dividend of ecological value. Brands can use the collaborative ecology of multiple touchpoints within WeChat to create aggregated content for their own brands, making WeChat, video accounts and other channels the "anywhere door" for brands to expand public and private domain traffic and promote GMV conversion. The second is the dividend of user value. The middle-aged group, which is ignored by many brands, is the main consumer of video account live broadcast rooms. The "relationship-based live broadcast" with a greater sense of gain has opened up new growth entrances for brands and brought more growth opportunities. The third is the dividend of traffic value. Compared with Taobao Live and Douyin, the settings of video account live broadcast rooms still need to be improved. The future investment may be more accurate, and brands will have greater room for development. Compared with mature traffic positions, developing traffic positions are more suitable for land grabbing.

Business competition requires foresight. From the perspective of the external environment and internal ecology, now is a good time to enter the video account market. If you wait to summarize the methodology from other people's successful cases, the competition will become more intense. Only by jumping out of the original consumption logic can brands gain greater growth space.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"