Tips and precautions for placing Tik Tok information flow ads!

As an emerging advertising model, information flow advertising is favored by more and more advertisers because of its accurate delivery of advertising information and ease of finding target users. As one of the most popular short video platforms nowadays, Douyin has attracted much attention and love from the public. Its commercial value has also increased, and it has also brought new markets for brand marketing. So what are the advantages of Douyin information flow advertising? What kind of information flow ads can attract users?

What are Douyin information flow ads? Douyin information flow ads are ads that are "swiped" out on the "recommendation" page, and will appear from time to time when users scroll down to watch videos. They are not shoddy. On the contrary, because of Tik Tok's censorship mechanism, most of these videos are well-made and creative, and will not cause too much interference to the user experience. The main display modes of Douyin information flow ads are: forms, WeChat public accounts, cards and coupons, phone calls, maps, and APP downloads. If the user is interested in the product, it is convenient for them to have a deeper understanding of it.

The charging models for information flow advertising include cpc/cpm/cpt. Generally, you need to provide your company's business license to open an account. Users must provide videos, landing pages and other relevant materials by themselves , and the backend will conduct targeting and bidding.

CPM (Cost Per Thousand Impressions) Cost per thousand: As long as the advertiser's content is shown to a sufficient number of users, the advertiser will pay for it. Advertisements charged at this rate are generally based on brand display and product launches. Overall, the effect is not very good, but it can bring stable display traffic to advertisers.

CPC (Cost Per Click) : Charges are based on the number of times the ad is clicked. Keyword bidding generally adopts this model, which is more common in information flow advertising systems.

CPA (Cost Per Action) is an advertisement priced based on the actual effect of the advertisement. The "action cost" may refer to: telephone consultation (i.e. the cost required for a customer consultation call); form submission (i.e. the cost required for a user to submit personal information once); single download cost (i.e. the cost required for an APP to be downloaded once).

Advertisers can choose and set advertising goals and give a target conversion price. The advertising system will estimate click-through rate and conversion rate to ensure that the conversion cost is as low as possible from the target bid.

Among them, Douyin information flow ads are divided into single-page ads and native ads. The main difference between single-page ads and native ads is that single-page ads do not have a Douyin account and cannot be followed, while native ads support following the advertiser's Douyin account.

Currently, Douyin supports four other advertising formats, namely: splash screen ads, Douyin stickers, customized challenges, and cooperation with Douyin influencers. Splash screen ads and information flow ads are regular advertising types and do not require separate application submission to the platform. The method of placing Douyin information flow ads is roughly the same as that of most information flow ad placement platforms. First, open a Toutiao promotion account, and then place advertisements after recharging.

The video ads placed by advertisers will be displayed in the information flow of the Douyin recommended channel, and it is also possible to click on the link in the video ad to jump to the landing page set by the advertiser. In addition, advertisers need to prepare some high-quality video materials and excellent advertising landing pages, and the landing pages need to be reviewed before opening an account. After making these preparations, you can go to the backend to carry out operations and promotion.

The background settings of Douyin information flow advertising include: gender, age, interests, keywords, urban areas, work and rest time, weather, occupation, operator, mobile operating system, mobile brand, network type, article category, dynamic display of advertising titles based on user interests, consumer online shopping behavior and other more detailed target classifications.

Tik Tok is a platform that places ads based on interests , so the advertising content should be as high-quality and youthful as possible, so that it can be matched to specific target users and ensure the optimal advertising effect.

Why Tik Tok information flow advertising has become a new marketing front

1. High-quality user resources. The user group of Douyin is mainly composed of middle-aged and young people. This type of users has a relatively privileged life, independent thinking, a strong ability to accept new things, and a high advertising exposure rate.

2. Have huge exposure. The average daily playback volume of Douyin has exceeded 1 billion times. Whether it is actively operated by businesses or spontaneously generated by ordinary users, it is undeniable that Douyin has become a explosive content maker. Such huge exposure not only attracted small and medium-sized enterprises, but also many international brands have successively settled in Douyin and opened Blue V accounts to assist in the subsequent conversion of information flow advertisements.

3. Good user experience and strong stickiness. Tik Tok’s intelligent social features strengthen the relationship between creators and fans, build an intelligent social ecosystem for Tik Tok’s short video content, and help increase user stickiness. At the same time, Tik Tok’s precise algorithm and high-quality advertising materials ensure that users will not feel disgusted by the ads even if they are not interested in them, which indirectly improves the advertising effect.

4. Personalized marketing is unique. The magical expression of Tik Tok's personalized videos makes users unable to stop, and it allows users to relax, entertain, relieve stress, socialize, and create a different marketing experience.

5. High cost performance. Compared with traditional media that charges by the second and segment, Douyin’s information flow advertising is simpler and more accurate.

6. Strong interactivity. Tik Tok short videos use music as the entry point, combined with creative forms of expression such as dance, parkour, and performance, to create a rich and diverse way of playing for users. Information flow advertising can utilize the interaction with many users in the Douyin community to improve advertising conversion rates.

Currently, information flow ads can be combined with the following gameplay methods: Douyin opening screen + information flow ads opening screen as the first entrance, visual impactor, no interference, strongly locking in the main consumer force of the new generation.

Tik Tok information flow + influencer advertising method 1: information flow puts customer advertising materials, external links jump to H5 landing page, and influencer videos assist in promotion. Method 2: Use the Tik Tok information flow to attract traffic to expert collaboration videos, and embed soft ads in the form of native content to reduce user resistance to ads and enhance the depth of content dissemination.

Douyin opening screen + information flow + Internet celebrity advertising method 1: The opening screen/information flow puts the customer's advertising materials, the external link jumps to the H5 landing page, and the expert video assists in promotion. Method 2: The opening landing page jumps to the video details page, and additional information flow ads are placed to increase the communication impact.

Douyin opening screen + information flow + influencer + sticker advertising has a vivid advertising format, which improves the brand's favorability among Douyin users; it directly displays product effects and stimulates users' potential purchasing power.

Tik Tok’s information flow ads completely integrate ads with products, have a higher conversion rate, and will not forcibly interrupt the user’s viewing progress. For example, some video websites will add a one-minute advertising video at the beginning and middle of the film, affecting the user’s viewing experience. Coupled with its precise distribution mechanism, it achieves the effect of product push that is tailored to each individual.

How to optimize Tik Tok information flow ads

A successful Tik Tok information flow ad mainly focuses on the video content, disguising it as an attractive "ordinary video" so that users can watch the ad without realizing it and still have a high memory point for the product.

Nowadays, short video marketing has become mainstream. If advertisers want to stimulate users' purchasing desire and attention through a video, they must consider two aspects: product selling points and video content .

Have a detailed understanding of the products being launched

Before launching a product, you need to understand the industry, ecosystem, and market environment. Secondly, accurately locate the user portrait of the product and cover potential users. For example, in September last year, Airbnb launched an information flow advertisement on the Douyin platform, using Douyin's expression method to present the youthful side of the brand.

Through research on Airbnb's information flow ads, it was found that after the release of this ad, brand awareness and engagement increased by more than 200%, which is four times the average effect of video ads in the tourism industry, and the preference for Airbnb brand increased by 89.2%.

The plot setting should be eye-catching

When we come across a video, if the beginning is not exciting enough, we will just skip it. Therefore, the beginning of an advertisement should not be too long, as it determines the completion rate of an advertising video. Let’s analyze a successful case for your reference: the main body of this information flow advertisement is a novel reading APP “Tomato Novel”.

At the beginning of the video, a middle-aged man tried to stop his son from going to the mountain to see the "mother wolf", but the son insisted on going and a quarrel ensued. The son said that the "mother wolf" was his mother, and if it weren't for the "mother wolf" feeding him, he wouldn't be who he is today. When the argument became intense, the son ran out of the door. At this moment, the middle-aged man said with horror on his face: "Oh no!"

The video ends abruptly at this point, and users follow the guidance of the video, triggering endless imagination. “Why did the son say that the “she-wolf” was his mother?” “Why was the middle-aged man so frightened after his son left the house? What secrets were hidden in this?”…

The novelty of this information flow advertisement lies in the fact that it sets up suspense at the end, which arouses the audience's interest in reading and allows them to speculate on the direction of the plot. Displaying the main body of the advertisement at this time can guide users to download "Tomato Novel" to view the full content, which can better achieve conversion.

 Since videos are subject to time constraints, we have to convey the brand, creativity and selling points to users within a limited time. For example, Li Jiaqi, a top influencer on TikTok , has a unified style for all videos on his homepage. The cover will indicate the brand being reviewed, and the product will be tested hands-on in the video. This concise review video and infectious oral format are deeply loved and sought after by users.

Timely review: adjust creative direction based on conversion data

After an information flow advertisement is released, a detailed review should be conducted regularly.

The review focuses on the following aspects:

1. From the overall effect of the activity. Such as total sales, total orders, total purchases, downloads, etc.

2. Analysis of user behavior during the event. Such as visit time, geographical division, coupon usage, etc.;

3. Analysis of promotional products. Such as sales analysis of different categories of goods, sales analysis of similar goods, etc.

4. Activity traffic analysis. Such as the number of traffic and ROI of different channels;

5. Analysis of activity resource allocation. Such as pop-up windows, banners, related recommendations, etc.

The landing page design is consistent with the advertising creativity. The steps to directly access the landing page are: the information flow ad plays—the direct landing page card pops up—the user clicks to enter the full-screen landing page style.

Nowadays, fragmented reading habits have made users' aesthetic standards more stringent, and their attention will not be locked on one page for a long time. After the homepage is responsible for attracting traffic, the landing page displays the product advantages and ultimately obtains user information or conducts traffic.

The design of the landing page should adhere to the principle of being consistent with the advertising creativity to avoid being inconsistent with user expectations and causing the loss of interested users.

How to make advertising not look like advertising?

User experience comes first. Information flow ads should be like the "native content" on the platform. For example, Douyin's information flow ads should be made like a popular video, and the video content should be naturally integrated into it.

When creating videos, you should focus on plot settings to avoid overly abrupt advertising placements .

Compared with hard advertising, users can reduce their resistance to information flow ads and focus more on the video content.

Things to note about Tik Tok information flow ads

1. The product must comply with the "Catalogue of Products Prohibited from Sharing on the Douyin Platform";

2. Advertising is a form of commercial promotion, and the music involved in the video is naturally a commercial approach, so copyrighted music needs to be used;

3. No explicit or implicit guarantee promises shall be made on the effects of the promoted products/services, such as "freckle removal", "acne removal", "repair", "good after one use", "slim waist", etc.;

4. The video content cannot include before-and-after comparisons of products, or use portraits for before-and-after comparisons. Contact information is not allowed. Sensitive images such as national iconic flags, emblems, and buildings are not allowed.

5. The video must be clear and have audio. Ad materials must not contain misleading images or text that may deceive users into clicking on the ad (e.g., “You can buy it here. Come and click on it!”);

6. Content that reflects male and female rights or involves values ​​such as social dance, rap, square dance, etc. cannot be displayed.

For Douyin information flow delivery, please contact Qinggua Media official

Author: Zhang Kangkang

Source: Zhang Kangkang