Detailed explanation on how to make Tik Tok short video ads!

What I am going to share with you today is the advertising placement of short video information flow on TikTok . There will be some personal placement cases and data for reference.

Before talking about Tik Tok information flow, we must first understand the development process of the short video industry.

1

Development process of short video industry

The development of the short video industry can be roughly divided into three stages:

From 2013 to 2015, short video platforms gradually entered the public eye, starting with Miaopai, Xiaokaxiu and Meipai, and short video as a form of communication began to be accepted by users;

From 2015 to 2017, short video applications represented by Kuaishou gained the favor of capital, and major Internet giants competed for the short video field. Traditional media such as television and newspapers also joined the trend;

From 2017 to now, when Kuaishou thought it was firmly in the top position in China's short video market, it was unexpectedly surpassed by Douyin, which took the top spot in the number of downloads of short video apps. Since then, short videos have gradually taken over our lives...

The scale of short video users has experienced wild growth in recent years, and the growth rate has dropped off a cliff since 2018, and has slowed down this year. However, the overall scale continues to grow, and the market size is expected to exceed 23 billion yuan in 2019. With the accelerated implementation of emerging technologies such as 5G, the short video industry will be pushed into the next stage of rapid development, giving rise to major changes in many industries. As short videos are integrated with other industries, MCN agencies will continue to maintain a rapid growth trend.

Let’s talk about the current mainstream video information flow channels.

2

Mainstream video information flow channels

1. Kuaishou video information flow display has horizontal and vertical versions, and there are information flow ads and video playback page ads in the flow position. The interface is as follows:

2. Baidu's video information flow display formats include horizontal version, vertical version and small version (size: 370*245, similar to the display of pictures and texts, basically no one will invest in it). Currently, there is only a good video in the traffic position, and the interface is as follows.

3. Tencent's video information flow is also displayed in horizontal and vertical versions. The traffic positions include Tencent News information flow, the bottom of Tencent News articles and WeChat plug-ins, Tencent News splash screen, Tencent video information flow, Tencent Video homepage column, Tencent Video splash screen, and Tencent Video front post. It is quite colorful and the interface is as follows.

4. UC video information flow is displayed in horizontal and vertical formats, corresponding to the video and mini-video viewing scenarios of UC browser. The interface is as follows.

5. In addition to Tik Tok, Toutiao video information flow also includes Xigua Video and Huoshan Video, which are also displayed in horizontal and vertical formats.

Now let’s get back to today’s topic and start talking about the Tik Tok short video information flow. Currently, the official promotion methods of Douyin have opened up two forms: splash screen advertising and information flow advertising. Clients can choose according to their needs.

Douyin, which is at the forefront of the short video trend, achieved a domestic DAU of 320 million in July this year, doubling the DAU of 150 million in July 2018, and its growth momentum remains strong. Douyin users are mostly young people with high education, high taste and high consumption. There are more female users, and more than 90% are young users under the age of 35. They are mainly distributed in first- and second-tier cities, and are rapidly expanding to third-, fourth- and fifth-tier cities.

Everyone is familiar with Douyin's display location and user population portrait. You can determine the industry and category of your product and the differentiated selling points compared with competing products. At the same time, based on the analysis of target customers, find channels with a good matching degree and conduct promotion.

3

Tik Tok information flow push logic

If you don’t even understand the push logic of Douyin, how can you talk about getting more exposure? Without more exposure, not many people will click, and without clicks, how can there be conversion? One thing is linked to another, and only when the system gives you enough exposure, you will have basic conversion. After reaching this step, you will have enough scale to optimize the cost of the account, effectively, and wait for data...

The Douyin information flow is an advertisement that will be estimated by the system before it is actually delivered (obtaining the first exposure). The system estimates the eCPM value based on account opening qualifications, video quality, estimated CTR of the creative, and targeting, and then determines the traffic distribution based on the eCPM ranking. The smaller the eCPM ranking, the higher the ranking of the plan, reaching a high exposure level, and naturally more exposure will be obtained. However, the eCPM value is not static, but fluctuates with your plan from the beginning to the end of the delivery. The eCPM value is the largest at the beginning and end of the delivery, and the eCPM is the smallest during the delivery.

Let me talk about a key indicator here: conversion cost . Of course, there are other factors, such as click-through rate, conversion rate, cost per thousand impressions, etc.

In short, when the conversion cost of the plan is lower than the target conversion cost, your plan will run faster and faster, because the system detects that the proportion of people who are interested in your ads is relatively high, so it will work hard to expand similar groups and obtain more advertising fees. Of course, this process is mutually beneficial. Advertisers will continue to increase their budgets only when their ads are profitable. Otherwise, if the cost of the plan is too high, the system will start to limit the plan and adjust the pre-stored model.

4

Video advertising script production ideas

By counting a large amount of Douyin video advertising background playback data, it can be found that, taking a 30-second video as an example, when the video playback progress is at 25% (about 7.5 seconds), the user churn rate is as high as 90.63%, and only 2.39% of the users have watched the video. Therefore, when the video playback progress is at 25% (about 7.5 seconds), the content here is the key to whether the advertisement can generate conversions. If the content in the first 7.5 seconds or so cannot instantly grab the user's attention, then this video ad is doomed to fail.

How can we make good use of the “first 7.5s”? You must get straight to the point and introduce your product and selling points into the "first 7.5 seconds".

We can start with these two categories:

1) Benefits (benefits provided to users/problems solved) + action plan (guide conversion: click to learn more/consult/leave a call)

2) Demand scenarios that can resonate with users, point out pain points and elicit solutions (attract users to finish watching the video or click to enter the page)

Next, let’s take the [Investment Franchise] video ad as an example to explain the script production ideas:

theme:

1. The main and auxiliary lines are clear, and the video content requirements are clear

2. The theme should be as close to the needs of B-side target users as possible. It is recommended not to overemphasize the product (unless the project has a certain brand awareness and can drive investment)

Role selection + video scene:

In line with the theme content, the scene should be as realistic and immersive as possible, not too exaggerated, and the key point is to easily gain the trust of users

Narration method:

1. Avoid using overly repetitive and homogenized methods in the industry (grasp the tonality of the Douyin platform and the logic of the content recommendation mechanism: innovative, interesting, valuable, positive energy, not low-quality, not homogeneous)

2. It is easier to increase the volume by capturing online hot spots and converting them into your own video needs

5

Case studies and data

We will analyze and explain through two cases of short video placement for investment and franchising.

(Video Creativity - Join the Small Seafood Restaurant)

Shooting scene: product production + oral broadcast

Video theme: Strong user pain points + project selling points

User needs: Work for several years, low salary, no salary increase, high pressure

User psychology: My friend sells seafood and has started a successful business, so I envy him;

Project selling points: Own seafood base, dual-line operation, free equipment, full-time personal guidance

This video is played for 19 seconds, and the key information "seafood with sauce" appears at the 5th second. All the most critical information is given in the first 7 seconds - pain point (not being able to save money from working) + solution (seafood with sauce) .

Delivery data:

(Video Creativity - Canglang Wine Franchise Agent)

Video content advantages analysis:

Shooting scene : sitcom (native scene, high user acceptance)

Video theme : Strong user pain points + project selling points

User needs : Work for several years, low salary, no salary increase, high pressure

User psychology : content with the status quo, envious of classmates who are rich and often have cars;

Project selling points : scarce raw materials, no experience required, free supply, full personal guidance,

This video is 59 seconds long, with the key information “wine agent” appearing at the 21st second. All the most critical information is given in the first 20 seconds – benefits (earning money to buy a new car) + solutions (becoming a wine agent ).

Delivery data:

Finally, let’s summarize:

Try to control the video length within 20-40 seconds, and preferably no longer than 30 seconds; the first 8 seconds are very important, and the business point must be presented within 5-8 seconds, so you must grasp it well; the experience and conversion effect of vertical videos are much better than those of horizontal videos; finally, I suggest that everyone be original! The above is for this sharing. If you think it’s good, please remember to give it a like. Thank you!

Author: Network

Source: Internet