After experiencing a series of popular concerts this year, 618 live broadcasts and other explorations, from the feedback from industry insiders, the market's interest in and understanding of video accounts are also rising.
account was also launched on July 18, which just corresponds to Tencent’s plan for Country Email List the video account in its 2021 annual report, “The video account will provide important commercialization opportunities, including short-term advertising. Video streaming ads, live streaming rewards and live streaming e-commerce”.
Needless to say, native advertising, the first feeling of browsing experience is smooth, the content is naturally integrated into the information flow of the video account, and the post-link conversion and interactive sharing are also very natural. But in addition to experience, what is the most worthwhile angle to explore for native advertising on video accounts, or what are the differences?
Video expression is the main proposition of the next decade in the content field. In addition, native advertising has always focused on content interaction, so when they superimpose the advantages of WeChat social ecology, the video account product actually constitutes the trinity of "content + social + community". With this premise, we can understand the advantages of the commercial layout of video accounts.
In my opinion, this step taken by the video account in the process of careful exploration, in terms of commercialization, how to continue to improve the efficiency of advertising after completing the basic capabilities is a protracted battle that requires patience and direction; For brands, native advertising is an accelerator for improving the construction of video account platforms. In the future, the greater imagination of video accounts is how to complete the construction from short-term traffic scene layout to long-term brand position.
01 A new commercial puzzle, native information flow advertising
The first wave of advertisers to place native ads on video accounts was BMW China, which is very reminiscent of the first Moments ads.
BMW China was the first person to eat crabs when the Moments advertisement was launched seven years ago. Seven years later, they tested the waters again with the first batch of video account native advertisements.
Such a lasting repurchase is quite rare in the marketing world, but in the WeChat ecosystem, I can understand it.
In fact, since the beginning of the WeChat ecological advertising, the online advertising of the Chinese Internet has been vaguely divided. When other products are thinking about how to make the advertisements more dazzling, the advertisements in the WeChat ecology have gone the opposite way. The form full of immersion and weak interruption is embedded in the user's social square. This time, the native advertisement of the video account is also a continuation of this logic.
In addition to BMW China, the other two advertisers are Armani Beauty and Yili Jindian. The native advertisements it delivers are embedded in the video stream, and the advertisement component is suspended on the left side of the video. Users can click on the advertisement component to enter the brand applet, native promotion page or H5.
When users are moved by the brand content, they can forward the video to Moments, WeChat conversations or WeChat groups with one click. After clicking the red heart recommendation, the video will also appear in the "Friends Stream" of the video account.
Looking at these three native advertisements, in addition to exposure, the transformation ability of "public domain - private domain - management" has also been initially opened up. Armani is guided by J and users can complete th