Just after the Spring Festival, video accounts started to grab traffic

After the Spring Festival, the battle for traffic on video accounts has officially begun. Let’s take a look at what new features have been added to video accounts after the holiday.

A new battle for video account traffic will officially begin after the return of the 2024 Spring Festival.

Video accounts have recently been launched and tested many functions, such as the hourly ranking of products sold and product recommendations in the comment area. Even the video account member area, which had been quietly tested before, has recently been released to multiple video account personal accounts.

Compared with the competition model of other short video platforms, Video Account has always taken a different path. A key word that runs through Video Account is the ability to manage private domains. When it comes to Video Account, we can’t help but pay attention to its own private domain capabilities.

This time is no exception. In the evaluation criteria of the hourly ranking of goods sold, the video account once again emphasized "private domain management ability". It is foreseeable that a new battle for private domain and traffic is about to begin.

Next, let’s take a look at what new features Video Account has added after returning from the holiday. As follows, enjoy:

01 Hourly Sales Ranking

Video accounts have launched a new feature in the live streaming room for selling goods - the hourly ranking of selling goods.

The hourly ranking of live streaming sales is currently divided into the overall ranking, brand ranking and industry ranking. The overall ranking is the ranking of all live streaming sales that meet the ranking rules. The brand ranking is the ranking of live streaming sales of merchants with "brand logos". The industry ranking is to categorize and rank live streaming sales according to the industry to which the goods sold in the live streaming room belong.

The list ranks live broadcast rooms based on real data. The higher the ranking of the live broadcast room, the greater the exposure opportunity.

At the same time, the live broadcast rooms on the list must meet the following requirements: high-quality live broadcast rooms with goods, and the store rating/goods rating ≥ 4.5 points, merchant credit score/expert credit score ≥ 8 points, and no abnormalities in refund amounts and orders in the past 14 days.

Among the indicators given by the official video account, four indicators are clearly proposed: sales power, attention power, interaction power and attractiveness. Among them, the video account mentioned a key word in the attention power indicator: private domain management power. Considering the attention management and private domain management capabilities of the live broadcast room, the reference indicators include but are not limited to the proportion of transaction volume of attention users per unit time, the proportion of transaction volume of private domain users per unit time, etc.

The launch of the hourly sales ranking list means that Video Account will devote more traffic support to high-quality live broadcast rooms, making it easier for high-quality live broadcast rooms to be exposed. It also means that the live broadcast rooms must make more adjustments based on the four force indicators to gain more exposure space.

02 Internal testing of recommended products in the comment area

Currently, creators can link to products in the comment section of a video account, and users can directly enter the product purchase interface by viewing the comment section and clicking on the product link.

Previously, the video account has also done a lot of actions in the comment area that are conducive to fission and dissemination, such as author red envelope cover, one-click shooting of the same special effects, and clicking to listen to background music.

This time, it provides a more direct channel for video creators to bring goods. On the one hand, it is conducive to the multi-level exposure and dissemination of the goods brought. On the other hand, for creators whose videos have traffic but do not bring goods, the remedial measure of being able to comment on the product link in the comment area is greatly conducive to the sales and exposure of the goods.

During the Double 11 shopping festival last year, Video Account launched a list of popular products in the expert test to help influencers choose the right products to promote. Combining these two new features, Video Account is increasing the incentive mechanism for merchants and influencers on the one hand, and on the other hand, it is also achieving the commercialization process of Video Account and forming an e-commerce environment with high-quality content as the core.

What other new features have you seen? Feel free to share your observations in the comments section.