Customer acquisition costs dropped by 50%! Short video marketing skills in the wedding industry!

With the continuous development of my country's economy and the trend of consumption upgrading, the market prospects of the wedding industry are broad and unlimited. According to the "2018-2023 China Wedding Industry Market Prospects Survey and Investment Opportunities Research Report" released by the China Business Industry Research Institute, the market size is expected to exceed 2 trillion yuan in 2019 and exceed 3 trillion yuan in 2021. The market potential for the development of the wedding industry is evident.

With such a huge market size, on the one hand, more and more companies and capital are joining in, and competition is gradually increasing; on the other hand, consumers' pursuit of quality and personalized needs have placed higher and higher demands on the professional services of wedding companies; especially the online + offline gameplay combined with the Internet has become one of the indispensable marketing methods for wedding companies.

Therefore, how to find the target consumer group through the Internet and improve the conversion rate has become one of the key problems for many wedding companies.

The daily active users of Douyin short videos, which "record beautiful life", have exceeded 320 million. The young people it covers are highly consistent with the target users of the wedding industry who use wedding photography to freeze happy moments and record the beauty of love.

With the help of the Tik Tok platform, combining wedding marketing with short videos can help wedding companies better reach their target user groups and effectively improve advertising conversions.

Take a well-known wedding culture company in Beijing as an example——

The reason why the effect is better is as follows:

1. Marketing strategy: mainly targeting young women

The current main force of people of marriageable age are those born after 1985 and 1990 , who are also the main target consumer groups of the wedding industry. On the TikTok platform, one can often see various creative wedding photography videos being shared, and these users have a strong demand for wedding photography.

Therefore, when advertising on the Douyin platform, the wedding company targeted young women aged 24-30 .

2. Video creativity: vertical videos are more popular

Because the wedding company was accustomed to using large-screen horizontal ads or horizontal videos as advertising materials when placing ads on other platforms, the company still followed this idea when placing ads on Douyin, but after a few days of testing, it was found that the effect was average.

(Before optimization)

After the guidance and analysis of the optimizer, it was found that due to the lack of verticality in the creative classification and label settings during the early stage of the launch, the competitive environment was not accurate, and especially the unreasonable settings of the vertical video, users were not interested and the conversion rate was low. After the adjustment, the conversion cost gradually decreased.

(Before optimization)

3. Landing page creativity: rich graphic scenes

The landing page is one of the key scenarios to attract target user groups and determine whether they will leave clues.

(Before optimization)

After the optimization, the landing page launched on Douyin highlighted the urgency of the wedding schedule in the header image to enhance the user's sense of urgency; at the same time, eye-catching keywords such as "30 seconds to check the schedule of Beijing wedding hall" were added to improve convenience and professionalism.

The screen displays wedding venues of different styles , giving users a more immersive scene experience and more diverse choices. As a result, the number of clicks on the landing page increased significantly, and the conversion rate of leads filled out by users also increased significantly.

(After optimization)

At present, with the continuous decline in customer acquisition costs and the increase in user conversion rate, the wedding culture company is continuously increasing its marketing investment in the Douyin platform.

In addition to traditional information flow bidding advertising, it has also reaped the benefits of launching brand advertising such as Topview.

At the same time, because Douyin's user base perfectly matches the target users of the wedding photography industry, and its vertical screen advertising format creates an immersive scene that is more suitable for wedding photography, more and more wedding industry companies have chosen Douyin as their preferred platform for brand exposure and effective customer acquisition.

Related reading:

1. How to place wedding photography advertisements on Douyin?

2. Tencent social advertising, tips for collecting customer consultation in the wedding photography industry

3. Creative strategies for placing wedding photography information flow ads!

4. How to promote wedding photography? Mayu platform marketing and promotion strategy!

5.4 steps to solve the advertising problem, analysis of advertising strategies in the wedding photography industry!

6.Case analysis: Wedding photography advertising case in WeChat Moments!

Author: Massive Engine Merchant Classroom

Source: ByteDance Merchant Classroom