Observation on buying traffic on Tik Tok and Kuaishou platforms!

As the current leaders of short video platforms, Douyin and Kuaishou have always been the focus of media investment for advertisers from all walks of life. Advertising and e-commerce businesses have become the main driving force supporting the growth of short video platforms.

Data shows that the two major short video platforms, Douyin and Kuaishou, are both on the list of monthly active Chinese mobile Internet applications, showing extraordinary strength. In the first month of 2022, what are the new marketing trends of the two major platforms, Douyin and Kuaishou? What kind of layout have App advertisers made to grab traffic?

This article will focus on analyzing Tik Tok and Kuaishou as advertising media, and interpret the advertising trends of key advertising media in January this year.

01 Tik Tok - Advertising Observation

In TikTok, game ads account for the largest proportion, but it has dropped by 10% compared to January last year, which is closely related to the severe blow to the gaming industry caused by regulation last year. In addition to games, comprehensive e-commerce, software applications, and cultural entertainment are also key advertisers for Douyin in January.

In terms of advertising materials, in January, Douyin’s advertisements only included vertical videos, horizontal videos, and pictures, with the main focus being on vertical video ads, which accounted for 56.24%.

In comparison, Kuaishou’s material distribution is more concentrated, with vertical videos accounting for as high as 96.07%.

Judging from the proportion of mobile game app advertising styles, in Douyin, war, others (leisure & online money making), and simulation games rank in the top three.

Specifically for the TOP10 application promotion list, "Civilization and Conquest" ranked first, and simulation mobile games accounted for a high proportion. Simulation mobile games such as "Inn Simulator" and "Call Me the Boss" were all on the list.

If we talk about the most popular mobile game in the first month of spring 2022, 4399's "Civilization & Conquest" definitely has a place. Since its launch at the end of December last year, the advertising momentum of "Civilization & Conquest" has been very strong. Its rapid popularity shows that the combination of "multi-civilization + SLG" has great potential in the domestic market.

In the proportion of non-mobile game style apps, system tools, platform e-commerce, life services, and stranger dating apps are strong. In the TOP10 of Douyin app promotion list, e-commerce and life service apps occupy six seats, and "Pinduoduo" ranks first.

During January 2022, the high-frequency words and popular copywriting of Douyin advertising are as follows:

The following are some creative routines for Douyin’s popular ads:

1. The herd mentality induces the herd effect

Phrases such as "everyone is using it" that appear in advertisements are a classic example of taking advantage of the herd mentality of users. The phrase "everyone is using it" gives the advertising brand a higher degree of credibility, which naturally arouses the audience's curiosity about what kind of application is so popular with "everyone". Coupled with the "getting a bargain" mentality that exists among people of all ages, this type of advertising segment is not uncommon but still has room for a wide audience.

2. Use contrasting methods to highlight brands and use preferential measures to promote downloads

This type of material often uses other products to compare with one's own products, criticizing other products for being expensive and ugly/poor to use, and highlighting that one's own products are of good quality, low price and high cost performance. This kind of comparison behavior is in line with the "compare prices from three stores" in traditional buying and selling situations, is more in line with user psychology, and the comparison effect will obviously attract more users' attention.

3 The absurd plot is fascinating

The absurd plot of cutting the guitar is fascinating from the very beginning. Such material is rare in advertisements. Compared with ordinary materials, advertising materials with absurd plots can leave a deeper impression on the audience.

4 Short plays fit the pain points of life and vent emotions to attract audiences

After buying a mobile phone and using it for a while, it becomes very slow no matter what you do. This is a common occurrence in life. When it gets slow, you become so annoyed that you want to smash the phone. This behavior state is also consistent with the audience's psychology. By venting irritable emotions, catering to the audience's psychology, and bringing the audience closer, users can be attracted to download.

02 Kuaishou- Advertising observation

In terms of mobile game app advertising style, Kuaishou has strong advertising strength for Legend, Others (casual, online earning), and Xianxia mobile games, which is quite different from the main mobile game advertising style on Douyin.

In terms of app promotion, "233 Paradise" and "Xianmeng Yunge: Red Envelope Edition" attach great importance to the Kuaishou platform. In the TOP10 non-game app promotion list, social dating applications account for a high proportion, and "Tantan", "TT Voice" and "Soul" are all on the list.

During January 2022, the high-frequency words and popular copywriting of Kuaishou advertising are as follows:

The following are the creative routines of Kuaishou’s popular advertisements:

1 Immersive plot experience, contrasting settings make people feel pity

This type of advertising material creates an immersive storyline experience, leading the audience to immerse themselves in the storyline from the perspective of the heroine. It promotes the highlights of the product storyline itself through the contrast of the protagonist's identity, thereby attracting the audience's attention, and uses words such as "only you are missing" to guide the audience to download.

2 The ethical short play is down-to-earth, and the hilarious siblings touch the pain points

The form of situational short plays can attract more users to watch, and the hilarious plots about family affairs are closer to the audience's lives. This advertising material describes the boring situation of eating steamed buns and drinking porridge through the expression of the sister who is choking, and naturally introduces the promoted product of pickled mustard tuber.

3. Promote in conjunction with current events and exaggerate facts to attract audience attention

Combining the current hot topic of Japan's nuclear waste water for promotion can make the advertising materials have higher attention and exposure, and exaggerating the facts can attract the public's attention and gain the audience's attention. It is worth mentioning that if the quality of the advertising material itself is not high, it is easy to be labeled as "riding on the popularity", which is not conducive to the brand's management of its own image.

4. The Green Tea Trash Routine Caters to the Public's Aesthetics

Short plays with ups and downs of situations are more attractive to audiences. Although routine plots such as green tea and scumbag abuse do not conform to serious literature and do not have particularly profound connotations, they are in line with the public aesthetic and have a broad audience base.

The above is "TikTok VS Kuaishou, Insights into Advertising Media Advertising Trends in January 2022".

Author: App Growing

Source: App Growing