Tencent's official data shows that the GMV for live streaming of video accounts will increase by more than 15 times at the end of 2021 compared with the beginning of the year, of which private domains account for more than 50%; the average unit price of live broadcasts exceeds 200 yuan, and the overall repurchase rate exceeds Country Email List 60%. The first "6.18 Live Streaming Good Things Festival" launched by the video account this year has attracted many brand owners, and merchants have also gained a lot of traffic and ability support in the participation.
Compared with other short video platforms, the commercialization of video accounts is a rising star. With the update of these products, the commercialization of video accounts has gradually covered the needs of all aspects of advertising and marketing. The key to the fact that video accounts can give full play to their commercial advantages lies in their unique social distribution and ecological interoperability capabilities.
We mentioned earlier in our analysis article (Behind Cui Jian’s video account’s concert swiping screen: the new hot search for event marketing) that the spread of video accounts has ripple effects. , according to the friends, circles, etc., to push away the layers, just like a stone thrown into the water, splashing layer by layer of water ripples, pushing out in a rippling circle, the further you push.
When a brand launches a video, what it actually wants to accomplish is that users can recognize the product information conveyed by the video (corresponding to functional requirements), or emotions and values (corresponding to users’ psychological and emotional needs). Going a step further, users can interact with the video, comment or forward it to "friends", and finally keep these "friends" effectively for long-term operation.
. The "tonghao" here is very likely to be a group of consumers with the same functional and emotional needs, so the retained users also constitute an important asset in the brand's private domain. In this system, advertising and promotion are the content, and the content superimposes the "social + community" effect brought by the WeChat component, and finally serves the precipitation and operation of the private domain of the enterprise.
Operators have a saying that "not only do things right, but also do the right things", "doing the right things" and "doing things right" are two different things. So which of the two is more important? The author discusses this issue in the article, let's take a look.
I heard a saying a long time ago that we operators should not only do things right, but also do things right.
For me, who has just entered the workplace, hearing this sentence is like hearing "one flower, one world, one leaf, one bodhi", what exactly is it talking about. With the improvement of work experience, the increase in the number of projects done, and the increase in the frequency of stepping on thunder, I gradually understood the meaning of that sentence.