Jul 31, 2022
In Authors Forum
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 Number List 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.