Advantages and display forms of Kuaishou advertising!

Nowadays, the short video industry is developing in full swing and is in a bonus period. Many short video platforms have emerged one after another like mushrooms after a rain. For advertisers, choosing a good platform is also very important, so why choose Kuaishou to place advertisements?

1. What are the advantages of Kuaishou advertising?

1. Large exposure

In May, at the 7th China Internet Audiovisual Conference, Kuaishou Vice President Wang Qiang revealed that as of May, Kuaishou's daily active users exceeded 200 million. As one of the mainstream short video platforms nowadays, Kuaishou is undoubtedly a massive traffic pool with more than 700 million registered users. We chose to place advertisements on Kuaishou, with a large number of registered users and over 200 million daily active users, an average daily playback volume of up to 15 billion, and daily likes of over 400 million, all of which will bring huge exposure to our ads.

2. Precise orientation

Since it started early, the Kuaishou platform has accumulated a large amount of user data and can accurately target the target groups that advertisers need. Kuaishou can locate the target group based on four aspects: user’s basic attributes, interests and hobbies, user environment and algorithm optimization.

Basic attribute targeting is the most basic targeting based on basic information such as user’s gender, age, and region. Filter based on users’ interest and hobby tags, and target users based on their APP behavior and the traces they leave on Kuaishou. Targeting based on user environment is carried out through the user's device and network environment. Algorithm optimization is the advertising content recommended by Kuaishou. It is an algorithm mechanism that mainly focuses on the degree of match between advertisements and user groups. It automatically optimizes and improves the cover click-through rate and behavior click-through rate based on the historical performance of advertisements, and screens out users who are interested in the product.

The above is Kuaishou’s precise targeting, which can help advertisers accurately identify their target groups, avoid wasting every exposure and click of the advertisers, and maximize the conversion rate of advertisements.

3. High user stickiness

Kuaishou is a content recommendation method based on social interaction and interest, which focuses on social interaction first and interest second. Users have a high level of trust in the platform. On Kuaishou, content creators can repeatedly "connect" with their fans through live broadcasts or jokes, deepening the stickiness between fans and the KOLs they follow. This move has given birth to Kuaishou's "old iron economy." Users have high stickiness, high trust and loyalty to the platform, and are very humane, which is more conducive to improving advertising conversion rates.

4. Controllable effect

Kuaishou provides multi-dimensional analysis reports, allowing advertisers to monitor their advertising promotion details in real time and clearly see the advertising effects and conversion follow-up. In addition, advertisers can freely set daily advertising budgets to monitor advertising costs to the maximum extent.

2. Kuaishou’s display format

1. Introduction to Kuaishou advertising display location

Kuaishou’s official advertising position is in the fifth position on the first screen of Kuaishou’s “Discover” function. The advertising position is obvious and has huge exposure.

Some users may not have seen Kuaishou ads at this location because you are not the target of advertisers.

Users, we will now introduce to you in detail the content displayed by Kuaishou ads.

Kuaishou’s information flow ads mainly include two advertising resources: the information flow of the discovery page on the homepage and the post-roll ads of internet celebrity videos. Kuaishou does not have splash screen ads. The following shows in detail the advertising resources of the discovery page information flow and the post-roll ads of internet celebrity videos.

Discovery page information flow ads

Kuaishou’s information flow is in the 5th or 6th position on the discovery page, and is displayed as shown below:

When users open the Kuaishou app, there will be a display ad with the word "Advertisement" in the fifth or sixth position on the discovery page (Figure 1). Users click on the ad to enter the "Video Details Page" and click on the blue bar below to enter the landing page.

Some advertisers said that they did not see ads when they opened the APP. The main reason is that there are certain limitations on Kuaishou’s advertising display. Ads will not be displayed to users who have newly downloaded and registered within 7 days. In addition, different targeting conditions will also lead to differences in advertising display.

Post-roll ads for celebrity videos

This part of the ads belongs to the "inner page" ad position. In the fan follow-up page or the information flow of the Internet celebrity's personal homepage, the operating logic of the ads is consistent with the discovery page information flow ads. That is, users enter the video details page by clicking on the ad screen, and enter the landing page by clicking on the link on the video details page. The landing page has rich presentation forms, including APP download, APP call, entry into the mall, etc., collection forms, brand promotion and other promotion forms that meet different needs.

In addition, Kuaishou has opened up private messaging and comment area functions. When users are interested in an advertisement, they will express their ideas through private messaging and comments. Advertisers can communicate with users through these two functions to improve advertising conversion rates.

For Kuaishou advertising , please consult Qinggua Media’s official staff