Useful information sharing | 3 tips to crack the "metaphysics" of short video material explosion

From reading articles, to looking at pictures, to watching videos...the way users receive information is naturally affected by technological changes. Advertising formats also need to keep up with technological changes in order to better match users' evolving information reception habits.

In the second issue of the Dianjing course, AiKe.com and 360 jointly invited Mr. Yang Ping, a gold medal lecturer from 360 Marketing Academy, to analyze the short video marketing methodology for us and use a scientific marketing system to crack the "metaphysics" of short video material hits.

Let's share the dry goods content of this class:

1. Video advertising is not as simple as shooting a video

If we trace the development of users' habit of watching videos online, we can look back to the establishment of video websites in 2004. At that time, online videos were in their infancy and had limited impact on advertising and marketing. It was not until 2012 that apps such as Kuaishou, Meipai, and Miaopai emerged in the short video vertical field, and the marketing value of short videos began to emerge.

With the popularity of Papi Jiang and the explosion of Tik Tok, the short video industry truly ushered in spring in terms of scale. The subsequent intervention of capital and the continuous expansion of scale instantly brought the short video industry to the forefront. Major platforms started fighting openly and undercurrents surged, forming today's relatively stable industry structure.

Stability does not mean stalling, but fighting. Let's use four perspectives to appreciate how fierce the competition in this red ocean industry is:

Looking at the scale, the annual increase is more than 700% . The short video industry ushered in an explosive period in 2018, and the market size also grew exponentially, from 5.5 billion yuan in 2017 to 46.7 billion yuan in 2018, an increase of more than 700%. It is expected to reach 60 billion in 2020.

Looking at the ecosystem, content is king and has become the core of the industry. Under certain industry rules and regulations, whether it is a comprehensive video platform with a series of functions such as production, publishing, and dissemination, or a massive video aggregation platform that wins by quantity, if it wants to win the favor of users, it must have the ability to continuously output high-quality video content. The quality of the content determines user stickiness.

Judging from the layout, key Internet companies are all rushing to enter the short video industry. From the perspective of industry layout, industry giants are constantly launching short video product matrices, and the future is promising.

Looking at the output, complex, professional and diversified material forms are the trend. Complex and professional video materials are no longer exclusive to OGC and PGC. Many UGCs can also bring sufficiently amazing video content. Different industries have different requirements for the professionalism of video materials, ranging from relatively simple picture carousels and screen recordings, to situational dramas that require professional equipment to capture materials, to micro-films with scripts specially created for products. These requirements vary by industry, by delivery platform, and by delivery time.

After watching it for four times, it is not difficult to find that although video advertising relies on the form of video, it has put forward higher and more diversified requirements on the industry in terms of video advertising content, platform, distribution and other aspects beyond the form.

2. Advertising video, the marketing industry calls for "redefinition"

During interviews with mainstream media, advertising agencies and some advertisers, the vast majority of respondents indicated that they had already used video materials for advertising. The explosive popularity of video advertising requires a comprehensive improvement and redefinition of advertising content, delivery technology, and personnel quality.

Improvement 1: Redefine advertising content. The amount of traffic that a video ad can aggregate directly determines the promotional effect of the ad itself. Therefore, by producing video ads through an industrialized and regularized operating model, we can avoid the drop in the promotional effect of video ads to a great extent and ensure the cost-effectiveness of the ads themselves.

Improvement 2: Redefine the delivery technology. When early CPC and CPM bidding can no longer meet advertisers' KPI requirements, the industry currently prefers to adopt OCPX's intelligent bidding model, increasing the volume in stages and spending the advertising budget wisely.

Improvement three: redefine personnel quality . A video marketing optimizer is no longer just a position of an account. He must also have a sense of the Internet, understand memes, understand trends, know how to create scripts, and have a "give it his all" spirit to act and perform. In a way, a video marketing optimizer is not like a person, but an army.

The conversion effects brought about by the three major improvements are also obvious. Compared with traditional large images, video advertising materials not only significantly improve CTR, but also significantly reduce conversion costs.

3. Play with video materials and use scientific methods to fight against the "metaphysics" of popular products

There are many uncertain factors in creating hit video materials. In interviews with practitioners, nearly 70% of respondents believed that there is a metaphysical phenomenon in the emergence of hit videos.

Many high-investment and well-made video advertising materials have been met with a cold reception after being released to the market, while some crudely made video advertising materials have unexpectedly become popular. Therefore, in order to avoid such uncontrollable risks as much as possible, it is necessary to master some fancy ways to play with video materials.

Method 1: Account Creativity Matrix Method

The video material matrix creates a metaphysical protective shield, classifies video materials, divides each category into multiple creative groups, and each creative group is further divided into multiple plans. Currently, 70% of the respondents use this method for actual delivery. In the actual operation process, each plan only needs to change the bid and audience settings to achieve unexpected delivery effects.

Method 2: Script Permutation and Combination Method

The construction of a video matrix requires a large amount of script materials. By using this script material combination method, scripts of different dimensions can be connected and combined, and the scripts can be maximized to produce more videos, thereby enriching the material types and meeting the large amount of material requirements of the video matrix strategy.

Method 3: Alternating between old and new materials

During the entire video material delivery cycle, pay attention to changes in material data to ensure that both new and old materials are online every day to maximize the material combination effect. After the material has been online for several days, check the account frequently and remove unsatisfactory materials based on assessment indicators.

Of course, considering that video materials are hard to come by, after the materials are offline, they can be reused by changing the position or the copy.

By changing the position, you can take the attenuated video material offline and put it back online in other plans or groups. In this process, you can re-edit the original material or change the position directly. Change the copy. For video materials that have been attenuated, you can make minor adjustments to the copy, cover, etc. and then put it back online as new material.

Tips: Seize the golden 3-5 seconds

In the process of playing video materials, you also need to master the rhythm. What you cannot miss are the golden 3-5 seconds of video playback. Reveal the inducement or motivation to attract attention, and then gradually introduce products and selling points, add advertising links, buttons, downloads, etc., to form a progressive layer of clicks, inducements, selling points, and conversions.

Generally speaking, different industries have different video material length requirements. For e-commerce price comparison video ads that mainly expose price selling points, 10 seconds or less is best. For novel plots, taking into account the rhythm of storytelling, more than 30 seconds is best.

Through the above "four methods", the occurrence of video metaphysics will be greatly alleviated to a certain extent, bringing reasonable video advertising effects and even popular videos.

4. Case studies reveal unique experiences and add fuel to the fire of popular materials

At the end of the course, Teacher Yang Ping shared 360’s exclusive experience using actual advertising cases from advertisers.

1. The copy is concise and hits the core. Short copy that gets straight to the point and is concise may arouse more interest. Statistics show that directly introducing products can increase conversion rates by 80%+ compared to using roundabout plots. Choosing short copy with preferential information is a surefire way to increase CTR.

2. Change the rhythm and double the surprises. Increasing the playback multiple actually enables the audience to fully understand the content in a shorter period of time, arouses the audience's interest and generates subsequent behaviors. The conversion rate of 1.5x playback speed increases by 20%+ compared to normal playback.

3. Material cycle, alternation between the old and the new. The volume of materials will start to increase 1-2 days after they are released. Be patient during the cold start period. After the volume increases, observe the fluctuations at all times and prepare to release new materials. After a week, the volume will gradually decrease and new materials will be added.

With the help of these experiences, you will be familiar with the operating rules of video advertising, and it is no longer a long way to go to create your own popular videos.

Author: 360 Business Promotion

Source: 360 Business Promotion