2021 video number development white paper From Vision lamp Research Institute

The following is the 2021 video number development white paper From Vision lamp Research Institute recommended by recordtrend.com. And this article belongs to the classification: Short video, research report.

The Vision Research Institute released the white paper on the development of video number in 2021, pointing out that the video number is speeding up. In one year, it has completed 59 core functions and service updates, released the public domain entrance, improved the live broadcasting power, creativity, promotion power and liquidity, and comprehensively improved the user experience and brand marketing efficiency.

According to the prediction of Vision Research Institute, with the development of wechat ecological support plan and ecological co construction, the video Number dau is expected to reach 600 million in 2022 and reach gmv10 trillion in three years, becoming an important foundation for the development of enterprise brand and individual economy.

The video Number dau is 500 million +, the per capita time is more than 35 minutes, 59 updates are connected to the whole region, and a number of support plans jointly build ecology

According to public media reports, in 2021, the video Number dau exceeded 500 million, an increase of 79% month on month, and the per capita use time exceeded 35 minutes, an increase of 84% month on month. Such a bright data is closely related to the 59 core updates that have been launched by the video number. This year, the video signal has transformed the atomization component on the basis of the comprehensive interconnection with the official account, the small program and the enterprise WeChat. As an information carrier, it has naturally transferred the contacts in the WeChat ecosystem, activated the traffic link, and created new scenes and new needs. Live e-commerce and brand self broadcasting provide a good growth foundation.

Wechat ecological construction has also been raised to a new height. The platform has successively launched a number of activities and support plans from the four directions of ecological flow, operation strategy, product capability and business model, including Polaris plan for creation level, live cold start incentive plan, organization management platform for realization level, video Number payment promotion and mutual selection platform, It can be seen that comprehensive and integrated ecological co construction has become the development core of video number and wechat ecology.

A hundred flowers bloom in the video number, the top 500 has been replaced by more than 90%, the proportion of enterprise number has increased, and the video number has become a “pet of product promotion”

According to the statistics of the visual light index, in 2021, 2794 top 500 accounts were listed, with a turnover rate of more than 90% during the year. More and more original authors poured into video numbers and grew into top players relying on high-quality content.

For example, in 2021, current affairs news and people’s livelihood government affairs video numbers developed in an all-round way, accounting for 25% of the accounts of the top 500, an increase of nearly 5 times month on month, which effectively strengthened the timeliness and attention of hot spot communication.

Many enterprises smell business opportunities and have been accelerating the layout of video number brand publicity. Among the top 100 accounts listed in the visual index brand list in 2021, 71.4% are automobile, beauty, food, life service and mobile phone digital. The number of accounts listed in clothing, household appliances, mother and baby, books and other categories is small, and there is still much room for improvement in video content release and regional publicity.

Meanwhile, the proportion of account authentication of video Number enterprises and institutions increased to 18.7%, 5 percentage points higher than that in 2020. In addition to news and government affairs, it is mainly distributed in the fields of life, finance and education. The certification rate of vertical industries such as beauty, health and mother and child care is still low, and the market development space is relatively broad.

In addition, live video broadcasting is also the focus of development in 2021. In the official support in many fields, the pan knowledge type occupies the highland. Over the past year, the video number has successively launched several rounds of live broadcast activities such as tourism, reading, college entrance examination and public classes in famous schools. The live broadcast of “8:15” launched in September has pushed the pan knowledge content to a new stage of development. The writer Zhou Guoping, the economist Han Xiuyun, the psychologist Wu Zhihong, the singer Gong Linna, the fashion talent Zhong sir, the mother of mother and baby talent new year cake, the mother of fruit shell Doctor clove and other self media began to talk one after another, driving more creators to enter the live broadcasting field.

Many industries have entered the intensive cultivation stage, corporate brands, we media and information platforms go hand in hand, and the account matrix amplifies the marketing effect

In the high-speed construction of wechat ecology, video numbers can support more and more diverse scenes, and the account matrix layout of online and offline linkage has also become a popular choice.

Looking at the top 500 accounts of 2021 visual index, the proportion of vertical industry accounts in the list remains at 21%, and the proportion of education, fashion and art, mother and child care, food and health ranks in the top five. In addition to the we media that entered the video number in the early stage, the admission of information platform and enterprise brand also brings different scenery to the video number.

As an auto information platform, auto home has multiple accounts, including auto home, a few minute volunteer classroom, auto home manager, modified planet, auto home young, auto home ahrt racing team, etc., to provide users with information on auto information, auto knowledge, car skills and personalized modification. As an information platform, auto home makes every effort to connect consumers with auto enterprises and suppliers, and leads users to see, choose and play cars through online live broadcasting activities, so as to enhance experience and promote transformation. In July 2021, auto home’s “48 hour through G7 slow live broadcast” combined high-speed traffic hotspots with self driving, creating more than 200000 views.

During the 2021 Guangzhou International Auto Show, autohome built a live broadcast matrix covering all venues through 8 video numbers. Users can switch in the live broadcast room and watch the live broadcast of “full scene + full time and space + full lineup”.

Closed loop cost reduction and efficiency improvement in the public and private sectors, growth in self broadcasting revenue of brands, and linkage of video numbers throughout the region to help new brands break the circle

With the full integration of wechat ecology, rich and perfect functions of video, live broadcast and cargo scene, the growth of brand private domain has entered a period of scale and acceleration. A series of functions such as video Number mounting applet, video number live broadcast jump applet, video number live broadcast reminder and video number live broadcast information sharing provide rich links for public and private domain operations, and the support of platform activities is even more icing on the cake.

According to the data of wechat open class, by the end of 2021, compared with the beginning of the year, the live Gmv of video number has increased by more than 15 times, of which private domain accounts for more than 50%; The average customer unit price of the live video room exceeds 200 yuan, and the overall repurchase rate exceeds 60%.

During the live broadcast of the “water test” video, the “water test” index was obtained for the first time in 2021; “11.11 live good things Festival” officially announced to join the live e-commerce carnival. More than 100 brands broadcast more than 1000 live games and watched more than 110 million during the event, covering many popular categories and well-known brands such as clothing, beauty, mobile phones and household appliances.

Some cutting-edge brands, niche brands and personal brands providing customized services also emerged in 2021, such as beauty brand “Winona”, clothing brand “Jinyue private house”, “liubenhua”, home decoration service “designer a Shuang”, music education service “tadpole class”, which successfully broke the circle with the support of video number live broadcast and private domain traffic.

Video numbers upgrade their online and offline transformation capabilities, help deepen digital retail, and empower brand growth with the new O + O model

Compared with the link remodeling of consumer brands, video numbers bring the renewal of the level of consumer field to digital retail: Based on their own advantages and service experience, retailers create an O + O (offline + online seamless integration) closed loop with the help of the flow of content in wechat ecology, enabling brand growth. In 2021, many retail brands entered the list of visual index. As a typical representative of beauty personal care, Watson is particularly representative in the layout and development of video number field.

According to the interview with vision lamp Research Institute, Watson has long opened its layout in wechat ecology and established three positions of member concentration, private domain fission and purchase transformation through Watson service number, enterprise wechat, community and applet. After the video number was integrated into the ecology, Watson listed it as the “fission position of content circulation”, designed content grasping and transmission links for different target users, achieved accurate content touch, shaped brand cognition and affected users’ minds. At the content distribution level, Watson designed the “video number content pool” and the distribution mode with participation. Tens of thousands of shopping guides realize personalized content combination and push based on different scenes, help shopping guides build an efficient and accurate communication experience with consumers, and improve the conversion efficiency of recommendations.

In addition, Watson continues to explore and innovate in the field of live video broadcasting. With Huawei mall, we have achieved good results in live broadcasting and Penguin lucky box coupon delivery; “Live broadcast of Watsons Beauty Festival” led to an upsurge of online and offline, with an increase of 196% in average praise and 114% in average hot reviews.

In 2021, the video Number focused on content quality and commercial value, and made important progress in helping creators realize and brand management. In 2022, wechat officials said that the video number will continue to increase the incentive and support plan for individuals and brands, which will further release the commercial potential of the video number, whether from the perspective of improving the content quality and commercial realization process of the video number, or from the perspective of wechat ecological construction and third-party platform integration.

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