How to acquire customers with short video ads at low cost?

In the past two years, many people have seized the dividends of the trend. Ordinary people have achieved a counterattack in life by selling goods through short videos, gaining both fame and fortune. Many companies have also built their brands through Douyin and made a lot of money.

Short videos record a wonderful life and are also changing the lives of many people. Some people have even realized their dream of getting rich overnight. Therefore, everyone wants to create a hit video and reach the peak of life. There are definitely methods to create a hit product.

Combining the logic of popular videos and some practical experience in short video advertising , the author summarizes how to acquire customers through short videos at low cost . I hope it will be of some help to students who are engaged in advertising. Even if you cannot get rich overnight, it is still possible to produce beautiful data and get a promotion and salary increase.

1

Underlying Logic

First of all, we need to figure out what is the underlying logic of popular videos?

I firmly believe that in our industry, most people will watch Douyin in their spare time, and often they can’t stop watching it. So what kind of video can keep you from stopping? Is it something new and unique, or is it beautiful women and handsome men that are pleasing to the eye? …

When a video receives a lot of attention, likes and comments, it is very likely to go viral. However, have you ever thought about what is the underlying logic behind popular videos? In fact, the most basic thing is that it satisfies the " needs of human nature ", tempting us to invest a lot of time, money and social capital in Douyin.

For example, the seaweed dance that was popular on Douyin in the past two years was a challenge specially set up by Douyin officials to stimulate users' instinctive creative desire. In this process, participants personally led waves of trends and coolness, and thus became deeply immersed in this "trend and coolness" and unable to extricate themselves. These challenges are actually not that difficult.

The fun part is that you are not sure whether the shooting will be successful, but the constant challenges and progress stimulate the inner sense of accomplishment and superiority.

2

Delivery strategy

So, based on the logic of popular videos, what should we do in advertising? I will explain the video from four aspects: " cover, copy, content and length ":

1

Cover

A person's appearance affects the first impression he or she makes on others. The cover of a video is like the facade of a store, which will affect whether users want to continue watching and how interested they are. Therefore, the video cover mainly has two functions: one is to look good , and the other is to satisfy what users want to watch .

In addition to looking good, it also needs to show what users want to see.

For example, the "milk tea franchise" project has two parts: one is a cover displaying milk tea, and the other is a picture of many customers queuing up to buy. For franchisees, what they want to see is definitely a picture of customers queuing up to indicate that business is good. Only projects that are popular with customers can make them feel confident and attract them to continue watching. This is the pursuit of money in human nature. So, the cover is the first step in setting the hook .

(Excellent cover display)

2

Copywriter

Many people may think that writing copy only requires good writing skills, which is undoubtedly too one-sided. In our field of marketing, the importance of copywriting is unquestionable. It is not just a simple product description and instructions, but based on your target population, it awakens the user's desire to buy and inspires him to press the order button in his mind. And in the video, how should the copywriter fulfill its mission?

Take the investment and franchise industry as an example. First of all, the cover copy is mostly based on rhetorical questions, doubts, contrasts and suspense . for example:

Do you know what project will be the most popular in the next three years?

How much does it cost to join a milk tea shop?

A small shop of 10 square meters actually makes a profit of more than 3,000 yuan a day!

…

Starting with this type of copy is to stimulate the user's curiosity and guide the user to continue reading;

Secondly, franchisee feedback copy is not something that can be said casually. You must first understand what other potential franchisees most want to hear. At this time, the franchisee should talk about how good the business is, how long it will take to get back the investment, whether the investment is worth it, etc. (Some platforms have strict audits, so you still have to pay attention to the wording). In other words, this part of the copy should be written based on user needs;

Let’s talk about the “customer praise” copy. “Customer praise” is to convey to users that the product is very popular, so that users have confidence in the product. Believing that products and services are the prerequisite for cooperation. So at this time, the customer should say something like "I really like the taste, our whole family likes to drink it"; of course, a positive comment from a customer is not convincing, so this requires requirements for the content.

(Excellent creative display)

3

content

If copywriting is the form, then I think content is the "soul" of the video. As far as the franchise industry is concerned, combined with the characteristics of the target customers, the video should include " product store and factory display, franchise policies and advantages, franchisee feedback, consumer praise, and promotional activities ."

Product store display is the basis. Consumers must first see these basic physical objects. Factory display is to highlight the strength of large manufacturers and the authenticity of the projects, which is the first step to solving trust. For those who want to do business, franchise policies and advantages are also a basic aspect to understand. Although they are all similar, this part of the content cannot be missing. Many people actually ignore the two steps of franchisee feedback and customer praise. They think that I have shown everything I should have shown before, and you probably understand it, so there is nothing to say.

Little do people know that the above is only the first step in solving the problem of user trust. Then, through franchisee feedback and customer praise, some of the customer's doubts and problems can be resolved, which further enhances consumer trust. Finally, why do we need to explain the "promotional activities"? The sense of scarcity of "limited time and limited quantity" is a tried and tested effect in any marketing activities. What I have said before has made you trust me more, so if I give you some benefits at the end to stimulate users to stay, the chances of this will inevitably be much greater.

There are also techniques for expressing content. For example, when displaying a store, is it better to show a store with a product or a store crowded with customers? Of course the latter.

For those who want to do business, the only goal is to make money, and the prerequisite for making money is "good business". Then a store crowded with customers can make people intuitively feel that business is good, and on a deeper level it will make users feel that they can make money, and with the money they make they can realize their dreams of buying a house and a car, traveling around, etc.; and when explaining the franchise policies and advantages, it will be better and more credible to let the franchisees speak rather than the person in charge of investment promotion; real-person oral narration is also more realistic than a combination of pictures and text.

4

Duration

I don’t know if you have ever tested it, but the length of the video actually has a huge impact on the effectiveness. Through daily practice, videos of about 45s-60s are more appropriate .

If the video is too short and has too little content, it may just serve as a display, showing products, stores, franchise policies, etc., while it is difficult to fully reflect the more detailed things that consumers want to know; if it is too long, users’ patience is limited and they may not be able to finish watching it, and they may forget the rest after watching the previous ones, and just turn it off and leave in the end; a video of about 45s-60s is within an acceptable range for users, and can include several important parts such as "product details, factory and store displays, franchise advantages, franchisee feedback, consumer praise", etc., and of course, the primary and secondary contents must be distinguished.

The impact of this duration on the effect is particularly obvious in the delivery of Douyin. If the video is too short, users will have to enter the landing page and then convert. However , if the video is of reasonable length, users will be converted directly through "additional creativity", which shortens the conversion path, reduces the user churn rate, and of course reduces the final cost. Incredibly, this cost can even be reduced to 1/2 of the original data.

In the short videos released, the above different parts meet people’s human needs at different time points and in different conversion paths. For example, the "nice cover" is the pursuit of beauty, the "question text" on the cover is curiosity, the "promotional activities" are taking advantage, and the scene of "crowded customers" is the pursuit of money, and so on. I will not elaborate on them one by one.

The author has been on the "battlefield" and discovered a naked reality. That is, many customers are willing to spend thousands or tens of thousands of dollars on advertising every day, but they are unable to provide a decent video. The direct consequence of this is that they need to spend a higher cost to acquire customer resources. I don’t know how many people have calculated this account.

If your boss needs it and you happen to understand it, wouldn’t that be great! Moreover, in addition to mainstream video advertising platforms such as Douyin and Kuaishou, the proportion of videos in Sohu and Toutiao apps is also gradually increasing. This means that by mastering the method of short video distribution, you can make yourself more valuable in your professional field!

The above is what we would like to share with you this time.

Author: Wen Xianyun

Source: Wen Xianyun