How to objectively evaluate these actions of video numbers? What is the logic behind the commercialization of video accounts, and what is the potential? How do brands find their own unique style of play in video accounts?
I have spent a few days reading a lot of information in recent days, and Number List carefully sorted out these issues. This article will discuss with you seriously-
1. Native advertising: a "model room" for the commercialization of video accounts
During the Q4 earnings conference call last year, Tencent’s management revealed that the video account plans to launch information feed advertisements.
Now, it's here.
On July 18, the native advertisement of the video account was officially launched, and BMW China, Armani Beauty, and Yili became the first batch of participating advertisers.
Just like the first advertisements of BMW, VIVO and Coca-Cola in Moments, the launch of native advertisements on the video account also caused a lot of discussion in the industry. I took a look and the number of articles on the WeChat advertisement official account has exceeded 100,000. +, the heat is not bad.
After watching the advertisement, I found that the video account still worked hard on the "native" point. The three first advertisements have achieved the "form" and "intent" native in a sense.
Let’s talk about “native form” first, which means that the form is not like an advertisement, but naturally appears in the information flow of the video account, and is integrated into the overall content environment. Like other videos, it also supports likes, reposts, comments, etc. , which is convenient for users to socialize.
Besides, "native intentions" means that the content level is not very similar to advertisements. For example, in Armani's advertisements, Wang Jiaer naturally talks about his views on perfumes in front of the camera, so it can cause spontaneous communication in the social scene of WeChat.