What are the advantages and disadvantages of short video content e-commerce?

30 Jan What are the advantages and disadvantages of short video content e-commerce?

There are always two sides to every new thing at the beginning. The main advantages of short video content e-commerce after entering 2.0 are as follows.

The technical barrier of short video is higher.
The field of short video e-commerce is relatively professional and relatively new. As far as video is concerned, role functions such as choreographer, camera, script, planner, camera, editing, music and so on are needed. For a team, there are as few as a few people and as many as dozens of people. Compared with the type of picture and text, its various input costs are also larger. Therefore, its industry barriers in the field of e-commerce are higher.
More interactive.
There are many dimensions of video, so there are many scenarios that allow users to interact. For commodities, the ways in which they can be expressed are more vivid and three-dimensional.

The brand is stronger.
Compared with other forms, short video content is more able to plant people or convey brand spirit, brand image, and easier to display the shape of goods. Because there are many dimensions of video display, such as people’s dimensions, picture dimensions, scene dimensions, plot dimensions and so on, fans have a higher degree of acceptance of guided shopping and marketing content, and reject the process.
It’s even lower.
There are a wide range of channels.
The channels not only refer to more video portals on Ali platform, but also include video transmission channels in and outside Ali ecosystem. It can be said that as long as there are platforms and channels that can play short videos on the market, high-quality short video content will not be rejected. This is very beneficial to the brand promotion of merchants.
As for the disadvantages of e-commerce of short video content, it is due to the substantial differences in the purpose of content promotion in functional departments. At present, the main problem encountered by short video content in e-commerce content marketing is that customers’ demands are different, which leads to differences in the purpose of content marketing.
Generally speaking, it is easy to encounter a situation in the e-commerce industry, that is, the brand side and the brand e-commerce operator are not the same company or the same department. The KPI undertaken by both parties and the purpose of content promotion are also different.

The brand puts more emphasis on the promotion and popularization of the brand, and pays more attention to the flow and the acquisition of fans. On the other hand, the e-commerce operators of the brand are more concerned about whether the money invested can bring the corresponding sales transformation. I often encounter this situation: brand e-commerce operators usually compare the ROI index of content promotion, through train and drill show, and then finally determine the share of each form of content promotion.
But in fact, in many cases, short video content needs to be accumulated in direct conversion. This is a process from “recommendation” to “mowing”, and this accumulation period usually ranges from one week to one month. Many merchants give up after a try, because they can’t see the conversion effect immediately, and the content precipitation they have done in the early stage can not continue to persist. Such a thing for short video content marketing, is not conducive to brand accumulation.
But what makes the short video team happy is that since 2017, we have repeatedly seen the new creative attempts of the Shoutao content team in the marketing of short video content.
The “Consumer Rights Protection Day” on March 15, 2017, the day that e-commerce businessmen pay most attention to is destined to be an unusual day. “Tmall”, “Juhuashuan” and “Tmall supermarket” on the home page of Taobao unexpectedly “fell asleep”. When people clicked on the warning lights on the screen with their fingers, the “icon” who were still sleeping immediately stood up, put on their military caps, gathered and entered the “night playground”.
This is the latest short video program of “Taobao second floor” more than half a year later, called “Night playground”. The first program, “reverse helmet”, received more visitors than it did when it opened in 2016.
On the first day “Taobao second floor” reopened (10:00 to 7 am the next day), the number of visitors exceeded 4.4 million, and the total number of views of “Night playground” exceeded 2.7 million.
In the future, short video content will have higher requirements in terms of creativity and interaction, in order to better meet the personalized needs of users. From the case that Tmall’s first mobile drama troupe hit moments in early March 2017, it can also be seen that short video content teams need to use more creative content presentation methods to meet people’s fresh pursuit of visual perception in the future. In the attributes of e-commerce shopping guidance and content marketing, the form of short video content and video delivery channels in the future may also become more distinct, and form the advantages and industry barriers of different short video content teams.

In fact, such a trend is already gradually taking shape. For example, the small World Video team has launched a 2000 yuan short video package, which has gathered a certain popularity among users of detailed videos; while video content teams such as Magic TV and Ergan have joined hands with the marketing departments of various industries in Ali to dig deep in content marketing and tap brand value.