Weibo Fans Advertising and Charging Standards!

1. Introduction to Fantong

What is Fantong?

To put it simply, it means advertising in the Weibo information flow. Fanstong has three types of advertising: blog post promotion, application promotion, and account promotion. Regardless of the form, advertising information will be accurately delivered to the target audience based on user attributes and social relationships.

2. What type of products are suitable for this

The answer is simple, eat! drink! Play! happy! Anything that you find interesting and fun is suitable! This is determined by the attributes of the Weibo platform, because everyone who uses Weibo opens Weibo not to learn or search for information, but to have fun and relax (except during periods when major news events break out, of course; although this is also Weibo’s strength, it is not the focus of its promotion).

Fensong’s advertisers can be roughly divided into two categories, O2O and Internet. O2O enterprises are very suitable for the Weibo platform and benefit from the Weibo user experience, but due to geographical restrictions, it is difficult to achieve large-scale development. The effectiveness advantage is concentrated on the creativity of copywriting, and there are fewer operational levels.

The Internet can be further divided into e-commerce and APP. In the process of converting off-site traffic to on-site conversion, e-commerce companies must use social marketing to attract large numbers of customers who can afford the ROI and spend money. At present, 9 of the top 10 apps occupying the traffic of FansTong are APPs. It is obvious whether FansTong and APP are suitable to play together.

3. Fans Pass Promotion Form

1. Blog post promotion: This is the core form of advertising for Fanstong and is suitable for all types of businesses. Creative copywriting is the key. The national average interaction rate is around 0.7%-0.9%, and there are also many APP customers who directly reach 1.5%-2.5%. Blog post promotion can best reflect the basic creative skills of operators. (This article will focus on the second part)

2. Application promotion: As the name suggests, only APP can be launched. The delivery of application promotions is prone to instability, and it is common for CPE bids to reach 2 yuan and not be able to be consumed. But the advantage of app promotion is that it is very simple and easy. If the CPE can be controlled at 0.9-1.2 yuan, there can be sufficient delivery volume, and the conversion effect is also good, business owners can basically free up their budget to invest.

3. Account promotion: large quantity and low price, not suitable for APP and e-commerce companies with strict ROI requirements. Personally, I think it is more suitable for O2O and companies with brand promotion needs.

4. Why do Fantong?

Comparing the interaction costs of Weibo Fans Tong and Tencent Guangdian Tong, it is not difficult to find that the cost of Fans Tong is higher. First, the overall traffic of Fans Tong is limited by the social platform and is not as large as Tencent's entire system. Second, Weibo will also guarantee user experience by controlling advertising prices.

But why are business owners still desperately pouring money into it despite the high costs, often seeking traffic but failing to do so? A very direct reason is the quality of Weibo users. Fanstong brings in all real users, and more than 80% of users on the Weibo platform have received higher education. With the same cost to acquire a user from Weibo, both conversion and retention rates are generally higher than those on other platforms.

Fanstong optimization secrets and practical case analysis by operation experts!

Among the companies that use Weibo Fanstong for promotion, there are different industries and types. So how to use Fanstong to maximize the effectiveness of marketing? Here are two typical cases to share with you some of my personal views:

The target audience characteristics of the first type of customers are not obvious and the group is huge. How to focus on effective users?

The first type of customers has a narrow target audience but is in urgent need of high conversion. How can this be achieved?

Type 1 has a wide audience and no dead spots

1. Orientation - Challenging the model of precise orientation

This type of product targets a wide range of user groups without too many restrictions, and its dimensional orientation is what is called universal investment. In general, it is sufficient to limit the gender and age group. Some even limit the delivery platform only, and do not limit other aspects. The domineering ones are as follows:

2. Copywriting creativity - the decisive factor of effective marketing

Some people may worry that the effectiveness of this type of product will be greatly reduced. Remember that there is a major premise, which is that the user audience is wide! All you have to do next is to figure out the creative writing.

To catch people's attention within 1-2 seconds, there are two simple points: first, the copy should be short and powerful, with three sentences to get to the point; second, the pictures should be simple and eye-catching. Generally speaking, it is recommended to use 9 pictures of the same style, or a single cartoon picture.

This type of product can generally be divided into several industries: beauty photography, dating, finance, and e-commerce shopping guides. Let’s take a look at their respective writing styles:

1. Meipai Photography: The interaction rate is as high as 6%-10%, which perfectly combines the entertainment of Weibo and the marketing needs of the product. This incredible interaction rate can only be achieved by products such as Meipai, Miaopai, and MeituXiuXiu.

2. Dating: Interaction rate 0.8%-2.5%. If beautiful ladies and handsome guys come to the forum and touch the hearts of thousands of single men and women, you will win.

3. Finance: The interaction rate is 0.8%-1.8%, which taps into the poor’s desire to become rich and guides everyone to manage their finances.

4. E-commerce shopping guide: interaction rate 1.5%-3%, beautiful pictures + cheap + free shipping, little girls all like this!

3. Targeted effect testing and adjustment - optimization starts with copywriting

The dimension of this type of product can be summed up in two words: universal investment! Because the audience is so broad, to a certain extent, by refining the dimensions, the coverage will be narrowed, which can indeed increase the interaction rate and conversion rate, but it is actually only a temporary solution and not a fundamental solution.

The two most important words in adjustment and optimization are: copywriting! If the interaction rate is not good, the conversion rate is not good, and the effect is not good, it is all because of the copywriting.

The main reason is that the inheritance relationship of fan quality is ad creative > ad plan > ad group > account > default average. From this, we can infer the optimization relationship hierarchy of Fanstong, which starts with creativity, then advertising plan, advertising group... If the advertising creativity is not up to standard, it will be difficult to increase the interaction rate by adjusting the plan dimensions.

Although the Fans Pass backend algorithm has increased the weight of bids to a certain extent, bidding is more conducive to improving the smoothness of advertising delivery and cannot directly improve marketing effectiveness indicators such as interaction rate.

From this we can draw a conclusion as to whether an advertisement is effective or not. More than 80% is due to whether the advertising creativity is OK. For such products, it is recommended to use a small budget + dimensional investment method to test whether a copy is OK.

Type 2: Narrow audience, strict evaluation of conversion effect

If the product's industry audience is narrow, the assessment of conversion effects is very important, such as registration, recharge, or even purchase indicators. In this case, it is no longer enough to simply modify the copy and work hard to increase the interaction rate to say that effective marketing has been done. So how do you get this kind of product?

1. Targeting - Targeting the target audience and achieving effective marketing

Different from the above product types, it has a narrower audience. And to a certain extent, what is assessed is the post-conversion indicators. In other words, the product requires precision and profitability, and does not require non-target audiences brought about by inflated interaction rates!

Taking a lottery product as an example, although it is possible that everyone has bought a lottery ticket, the lottery players who really have a continuous purchasing demand are the core audience that needs to be covered. If a general investment dimension is adopted, it will be difficult to generate recharges and long-term purchases in the later stage.

Therefore, consider setting the dimension based on the specified account. Based on the analysis of lottery types, lotteries are divided into digital lotteries such as the Double Color Ball and the Super Lotto, as well as competitive lotteries based mainly on sports events. For digital lottery, we set up dimensions such as large lottery accounts and lottery analysts; for competitive lottery, we set up accounts with four dimensions: stars, teams, sports lottery peripheral numbers, and sports media.

By refining the dimensions, we can lock in the target audience, which is also the core value point of Fans’ precise targeting of the target audience and achieving effective marketing.

2. Creative copywriting: Professional and entertaining, covering two types of people

For this industry with a narrow audience, it is recommended to divide it into two approaches.

First, target precise audiences, write copy from the perspective of conversion effect, and directly guide the target audience to convert;

The second is to target potential audiences and write copy from the perspective of indirect influence. For example, some Internet hot spots, event hot spots, and time nodes can be used as entry points. Through long-term exposure and promotion, potential audiences can be gradually influenced and cultivated into standard users.

1. Targeting precise audiences: professionalism is not monotonous

Interaction rate: 0.8%-1.2%. The pictures use the logos of popular football teams and the copywriting guides lottery purchasing activities, directly affecting the precise target audience and achieving obvious conversion effects.

Stock APP: The copywriting stays on the theme of stock trading, directly introduces the functions of the APP, and stimulates targeted users to achieve conversion.

Targeting potential audiences: Cultivate awareness of potential audiences

Interaction rate: 0.8%-1.5%. It uses public psychology and time nodes, combined with comic illustrations, to subtly influence potential audiences, cultivate lottery purchasing habits among non-lottery players, and indirectly guide conversions.

Same as the stock APP above: the copy is aimed at non-precise audiences, and indirectly guides them through humorous stories, thus broadening the target audience range.

3. Targeted effect testing and adjustment - optimization and adjustment must grasp product demand points

If the dimension is too precise, there will be limitations on the scale of delivery. Therefore, it is necessary to find a balance between the scale of delivery and conversion effect through long-term testing and innovative attempts.

Then it is necessary to gradually calculate the ratio of each conversion step from the Fantong data to the final assessment point of the product based on the data at each level. For example: For APP products that assess recharge, the intermediate levels include clicking on the link, downloading, activation, registration, and recharge, and the conversion rate of each step is calculated. By testing professional copy + precisely designated accounts, professional copy + broad dimensions, popular copy + precisely designated accounts, popular copy + broad dimensions, and comparing the conversion situations at each level in various combinations, we can find the balance between the scale of delivery and the conversion effect and achieve good performance marketing.

Weibo Fans Promotion Tips and Tricks

In the process of Fanstong delivery, in addition to the often-mentioned targeting conditions and creative optimization, I would like to share with you some exclusive Weibo Fanstong delivery tips~ How to make Weibo social interaction, reposting, commenting and liking effective, and how to create an APP download landing page? How to use the system recommended related accounts? Let you build it.

1. Pay moderate attention to comments: Are comments considered interactive behavior? Of course! However, there are 5 types of interactive behaviors counted by Fans Pass: forwarding, following, collecting, clicking on links, and liking! In other words, turning on comments will distract fans' interactive behavior to a certain extent, thus affecting the interaction rate. At this time, it is necessary to close comments appropriately according to the situation.

(1) What kind of copywriting should be closed for comments: copywriting that aims to guide clicks, copywriting that is suspected of fraudulent clicks, copywriting that contains negative information about the industry, copywriting that has no spreadability, etc.

Example: Interaction rate: 1.2%-2%, assessment of APP downloads, the copy content is simple and direct and does not have much dissemination significance. The main purpose is to guide clicks, so it is recommended to close the comment status.

(2) What kind of copy should have comments: copy that guides fans to interact with each other, copy that has dissemination value to fans, copy that is about food, drink and entertainment, and copy that advertisers need to collect fan feedback information, etc.

Example: The interaction rate is 2.3%-3%. This Weibo post cost only more than 2,000 yuan, but was forwarded more than 7,000 times and commented on 2,435 times. The copywriting guided fans and friends to complete the forwarding at the same time. Everyone loves cakes, which has communication value for fans. What customers assess is communication, not point links and other needs. Of course, in this case, comments must be turned on.

21. APP download landing page optimization

The IOS side can be directly linked to the APPstore, while the situation on the Android side is more complicated, and there is more room for operation and optimization.

Generally speaking, an APP customer interaction rate of more than 1.2% can meet the cost control requirements of most customers. However, in certain circumstances, the conversion effect is not ideal. At this time, you can optimize the landing page.

APP landing pages are generally divided into two types: one is the major application centers, and the other is the self-made H5 page. The landing pages are major application centers, which have great disadvantages. In addition to monitoring issues, there will sometimes be multiple jumps, and fans may even be required to download the application center first. In this way, we should be cautious about spending our own money to advertise for others.

Another way is to make your own H5 page for mobile terminals. It is recommended to make 3-5 versions in the early stage of launch. Use the same copy and different installation packages to monitor the conversion of each landing page and finally select one version.

You can also combine some time nodes to create corresponding landing pages, and cooperate with copywriting, which will definitely have unexpected results. For example, in December, 500 Lottery Network combined with the Double 12 time node to create a related APP download page. The conversion effect is increased by more than 150% compared to conventional landing pages.

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2. Make good use of recommended accounts

When setting up a planned fan relationship, the system will recommend 50 similar accounts to you based on your account industry information by default. These 50 accounts are generally extremely high-quality and targeted in terms of relevance and fan activity, and the system will update the recommended accounts from time to time. Single-select recommended accounts and targeting without any other restrictions have always been the killer way to test the interaction rate of copywriting.

In conclusion: As the only precision marketing product of Weibo, the largest social platform, Fanstong is superior to other performance marketing products on the market in terms of brand value delivery, fan economy and product premium. From the perspective of operational strategy, there is no unchanging optimal method, whether it is the advertising product delivery techniques or the creative writing ideas. We must adapt to the rhythm of "change" so that the product advantages of Fanstong can be maximized.

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