In "The Commercial Value of WeChat Video Accounts (Part 1)", we see that video accounts are more and more closely connected with WeChat personal IDs, circle of friends, official executive list accounts, mini programs, and small stores; in "The Commercial Value of WeChat Video Accounts" In the article "Value (Middle)", we reviewed the history of Tencent's executive list development in the short video field. The video account bears the heavy responsibility of Tencent's overtaking in the short video field. Today, let’s discuss the commercial value of WeChat video accounts for.
Tencent, and explore the possible changes brought about by video accounts from the three common monetization dimensions of short videos (advertising, e-commerce, and live broadcast). 1. Advertising Some people believe that Tencent is subject to a slowdown executive list in its gaming and advertising businesses, and its profitability will slow down. The arrival of the video account is expected to bring a certain amount of advertising to Tencent. At present, "Tencent's executive list advertising business market share" is significantly lower than "user time share". From Q2 in 2017 to Q1 in 2020, the user time of Tencent products accounted for more than 40%, which is much higher than that of competing products in the same industry.
However, the market share of Tencent advertising is about 10%, which is lower than that of Alibaba, Baidu, ByteDance and other industry competitors. It executive list can be seen that there is still a lot of room for improvement in Tencent's advertising revenue. The reason why Tencent's advertising market share is not high is because it is more restrained in the realization executive list of traffic to take care of the user experience. However, according to 36Kr report, in recent years, Tencent plans to increase the proportion of advertising revenue to the company's total revenue to 30%-40%, but not more than 50%. Compared with Douyin's 80% advertising revenue, Tencent's traffic commercialization still maintains a consistent style of restraint.