Short video advertising optimization tips for Tik Tok, Kuaishou, etc.!

SEMers and information flow advertising optimizers standing at the forefront of marketing may have already felt that short videos are constantly invading traditional traffic platforms. Since 2018, major short video platforms have continued to rise, such as Kuaishou, Douyin, Xigua Video, Haokan Video, etc. It is imperative to seize the video traffic trend.

In terms of marketing methods, both platforms and advertisers are shifting towards short videos. For those of us who frequently browse the platform, we may have already noticed that there are more and more advertisements in the form of "short videos". Whether it is Baidu, Toutiao, Zhihu, Weibo, etc., they are all focusing on short videos.

Having said so much, I think “how to play” is the question that many people are concerned about.

I will start from two points: the creative standards for excellent videos and the two elements of excellent video creativity.

Creative standards for outstanding videos

Before making a short video, we may all think about a question: "What do those video ideas that convert well and are more attractive have in common?"

In fact, many big data platforms have already given us the answer to this question.

I have observed many analysis reports on short videos from big data platforms. The characteristics of all creative videos can basically be divided into the following three points:

1. Novelty

Here, I think novel can also be understood as fun and interesting.

Take TikTok for example, why does it attract us to keep scrolling down? It’s just fun, with funny jokes, pop music... there are always new and interesting contents to entice us to scroll down.

For example, the picture below is an advertisement for the automotive industry. It uses pop music as an element and the most popular countdown music on the TikTok platform as the background to refresh the user's hearing and attract the user's attention.

2. Substitution

The most successful advertisement is the one that makes users feel empathy and they don’t even realize it is an advertisement.

I remember seeing a video advertisement that took the most common scenario of teenagers playing games as the entry point, and then led to the pain points in playing games, such as "the game always freezes or crashes", etc., making users feel "Oh, I always encounter this situation too", and finally gave users the answer. Solving this problem is very simple, just use Cheetah Clean Master.

Do you think it's an advertisement? Yes and no. I am clearly helping you solve the problems you encounter in your daily life. Why do you say I am an advertisement?

So, this is the brilliance of an advertisement, making users feel pain!

For example, during Double 11, Papi Jiang filmed an advertisement complaining about the complicated rules of Taobao games, and finally introduced Vipshop’s offer of xx yuan off for purchases over xx yuan. There was no trick at all!

This is an advertisement, but it is also an advertisement that you want to forward, because it really cuts into the user scenario and expresses the pain points in the users' minds!

3. Benefits

I think everyone understands this point. There is no such thing as no gain without hard work. This applies to all matters.

Why am I doing this? What benefits can you give me?

The most common practice is when a celebrity endorses a product or an internet celebrity promotes themselves. They will all choose this approach.

2 Elements of Great Video Creativity

A short video can be divided into two parts: visual image and content writing. At the same time, these two items are also two factors that we must pay attention to.

1. Visual

When creating a landing page, we all know that color is also an essential factor. The same is true for short videos.

Maybe many people don’t pay too much attention to it, thinking that as long as my content is high-quality, it’s enough.

No, that's not the case at all. In fact, we can also understand the video as a moving person, and the color as the person's personality. Users with different aesthetic tastes will have different degrees of liking for your video.

For example, in the picture below, the three categories of pictures on the left, middle and right are respectively: warm colors, neutral colors, and cool colors. Which column of ads will you click on first?

Maybe you will click on warm colors, or maybe cool colors...

So, you will take a closer look at videos that suit your aesthetic taste, and skip those that don’t. So when we design, we should try to choose colors that have a higher user click-through rate.

According to big data statistics, warm colors have a higher click-through rate, followed by cool colors; gold colors have the highest click-through rate in terms of background material, but in fact, red, brown, etc.

The picture below is the key point. It is recommended that you save it for reference.

2. Copywriter

Now that I understand the color layout, how do I compile my video content?

According to big data statistics, copywriters can be divided into four main categories: real-life storytelling, original content, graphic and text listing, and a combination of graphic and text.

We can choose video content according to our own product types.

For example, if I am doing English training, English is generally used more in daily communication, so we can use real people to shoot; like games, they pay more attention to a sense of reality, so we can use native content to shoot...

Video creativity has become our mainstream way of attracting traffic. Are you still using old-fashioned pictures and texts for promotion?

In this content sharing session, Teacher Ke Nan mainly explained to us how to make a good short video from three aspects: content selection, visual effects, and copywriting.

1. How to choose the short video type

2. Color selection for short videos

3. Features of short video production

After reading this article, do you know how to produce short video creative materials for Douyin marketing and Kuaishou marketing?

Author: ziyu

Source: Internet