Tips for creating Tik Tok information flow ads!

As the popularity of TikTok continues to grow, its commercial value is also rising, bringing new markets for brand marketing. Since the audience of Douyin is mostly young people and these users have strong purchasing power, they are generally more receptive to new things and have become the main force of Douyin.

Currently, the advertising models supported by Douyin include: splash screen ads, information flow ads, Douyin stickers, customized challenges, and Douyin influencer collaborations. 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 Douyin accounts and cannot be followed. Native advertising supports following the advertiser’s Douyin account.

The main display modes of Douyin information flow advertising are: forms, WeChat public accounts, cards and coupons, phone calls, maps, and APP downloads. It charges according to the cpc/cpm/cpt model. Generally, you need to provide a company business license to open an account, and users need to provide videos, landing pages and other relevant materials by themselves. The backend can operate targeting and bidding.

1

Why are Douyin information flow ads so popular among advertisers?

The advantage of Douyin’s information flow advertising is that it completely integrates the advertisement with the product, displays it in full screen without interference, and allows the advertiser’s information to be better conveyed, resulting in a higher conversion rate. Tik Tok’s information flow ads have a better user experience. They will not forcibly interrupt the user’s viewing progress. For example, some long video websites will add about one minute of advertising videos at the beginning and middle of the film, affecting the user’s viewing experience.

Coupled with Douyin's precise distribution mechanism, it constantly defines labels for users, making the product information received by users more relevant, achieving a product push effect that is tailored to each individual.

2

How to optimize Tik Tok information flow ads

If you want to create a successful Tik Tok information flow advertisement, you must work hard on the video content, disguise it as an ordinary video, let users watch the advertisement without knowing it, and have a very 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 should consider both product selling points and video content.

① Fully understand the products being launched

First of all, 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.

② The plot setting should be eye-catching

When we come across a video, if the beginning is not exciting enough, we will skip it directly. Therefore, the beginning of the advertisement should not be dragged out, as it determines the completion rate of the advertising video. And it is necessary to attract users' attention and convey brand information through the ups and downs of the plot in a short period of time.

Among the many information flow advertisements, we will 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 father tried to stop his son from going to the mountain to see the "mother wolf". The son insisted on going and a fierce argument ensued. The son said that the "mother wolf" was his mother, and if it were not for the "mother wolf" feeding him, he would not be who he is today. When the argument became intense, the son slammed the door and walked out. At this time, the father said in panic: "Oh no!"

The video ends here. The audience followed the guidance of the video and had endless imagination. Why does the “mother wolf” feed her children? Why was the father so panicked after his son left home? What secrets are hidden in this? These plots plant foreshadowing in the audience's minds and cause them to think deeply.

The novelty of this information flow advertisement lies in the fact that the video sets up suspense at the end, allowing the audience 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 short videos are subject to time constraints, they must convey the brand, creativity and selling points to users within a limited time. Take Li Jiaqi, the top internet celebrity on Douyin, as an example. All the videos on his homepage are of the same style. The cover will indicate the brand being reviewed, and lipstick color testing will be conducted directly in the video. This concise review video and infectious oral format are deeply loved and sought after by users.

3

The landing page should match the advertising creative

Steps to go directly to the landing page: information flow ad plays – direct landing card pops up – user clicks to enter the full-screen landing page style.

Nowadays, the habit of fragmented reading has 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.

So how do you make ads look less like ads?

User experience comes first. Information flow ads should be like the "native content" of this 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, we 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.

The secret to the success of information flow advertising is to convey the value of the product to users, rather than advertising. In commercial placement, we must rely on advertising creativity to avoid causing the audience to be disgusted, so that the audience will sigh that advertising can be done in this way.

Author: Kas Data

Source: Kas Data