WeChat video accounts are striding into the era of commercialization.
Recently, the WeChat video account has announced two important commercialization developments. On July 18, the WeChat video account announced the first access to information flow advertisements; on July 21, the WeChat "Video Account Store" was launched.
Previously, the video account has gradually opened online live Number List broadcasts, rewards, shopping carts and other functions to test the commercialization of water. Since the Double Eleven last year, the video account has held several e-commerce shopping festivals, which is said to promote the GMV of the video account’s live broadcast and goods to achieve a 15-fold increase in 2021.
The access to information flow advertising and the launch of the video account store will greatly speed up the commercialization of the video account.
Among them, the information flow advertisement is regarded by Tencent as the biggest source of income for the video account in the future. It is reported that the current video account information stream advertising function is still in the internal testing stage. With the substantial expansion of the WeChat marketing ecosystem, Tencent has high hopes for the prospects of the video account advertising business.
1. The video account is the first to push the information flow advertisement
According to the WeChat public account "WeChat Advertising Assistant", in the video account information flow advertisement, after clicking the advertising component card on the video, a brand applet, native promotion page or H5 will pop up.
The pop-up applet and other pages are displayed in half-screen, which does not affect the continued playback of the video, and users can buy while watching, "realizing a one-stop service from planting grass to purchasing, helping brands achieve product sales, lead collection, event promotion and other conversion goals. ".