How are video ads delivered? Operation process!

As netizens' reading habits become increasingly fragmented, short videos that can push rich content in a short period of time and allow visitors to "gain something" while relaxing have become an industry trend in the Internet era. Short video marketing experienced rapid development in 2018, with a year-on-year growth of 520.7%. Behind this huge amount of data, it is reflected that the short video industry is becoming the emerging darling of the era of universal Internet access of 802 million people, and the marketing form of "short video + information flow" has also become a new hot spot in online marketing.

Under the rolling digital wave, short videos have become one of the most important carriers of information dissemination in our daily lives. For every practitioner of information flow advertising, it is both an opportunity and a challenge! After all, our ads should be placed wherever users look!

Are you still feeling complacent because you think you have practical experience in information flow? No matter how hard you try, it will be useless if you can’t see the future development trend! "Can you shoot videos?" "Do you really understand short videos?" "Why are other people's landing pages so creative, but yours has no conversions?"... As an information flow practitioner, if you have not been exposed to these, you will eventually be eliminated. It's time to change yourself!

With these questions in mind, today we will teach you step by step how to play with video information flow advertising, so that you can keep up with the pace of development and become a successful information flow publisher.

Practical video planning methods

As the benefits of video advertising grow, video information flow advertising is developing at an accelerated pace. But if it’s not realistic for you to learn how to shoot a video in a short period of time, is there a simple video planning method with a low threshold?

There are currently three types of videos on the market: picture-to-video + text flash + situational skits. The three types have their own advantages, so today Dandan has written a special tutorial so that everyone can make a reasonable choice based on their own situation.

1. Convert pictures to videos

This category is the simplest and easiest method for novices to use. For example, platforms such as Baidu and Toutiao will provide you with some templates. You just need to upload your product pictures and you're done.

Its advantage is low cost, because we only need the drawings. And the information is clearly conveyed. It is mainly used in industries such as investment and franchising, wedding photography, etc. For example, in the French baking franchise industry, we only need to upload pictures of food, distribute corresponding copywriting, and then upload it to the template background. However, this type of method lacks novelty and it is difficult to create a hit product.

2. Skits

The method of script writing is to make requirements. If your company has an outsourced video team, you can produce skits. The superior will write some requirements and ask a professional team to shoot, such as what selling points to provide, whether to choose characters or situational dramas, or simple practical video clips. The most recommended is the real-life situational drama with original soundtracks, because it is more suitable for original soundtracks.

However, situational sketches require a one-stop service from directors, screenwriters, and actors, so the cost of filming is high. Generally, those who outsource this business are mostly large companies with large investments. But this does not mean that we cannot do it. Video is the general trend in the future and it is also a rigid demand of the information flow market. All industries need to make videos, regardless of whether you are suitable for them or not. The popularity of Tik Tok short videos in the 4G era is a good proof of this.

The previous marketing model of traditional industries mainly relied on offline and more on old customers. With the advent of the O2O model, they began to focus on online paid promotion, started bidding, and then information flow. But now short videos are popular and the market is changing too fast. If you are still struggling with whether to make videos? Then I’m sorry, when you are still hesitating, VLOG has already come into being!

What is VLOG?

Video weblog or video blog, abbreviated as vlog, is a variant of "blog", which means "video blog". It is also called "video web log". It is also a type of blog. Vlog authors use images instead of text or photos to write their personal blogs and upload them to share with netizens. (Information source: Baidu Encyclopedia)

The biggest difference between VLOG and short videos is that it can record every detail of life. After the arrival of the 5G era, using videos to record life, VLOG will be the biggest selling point in the video industry, but how to commercialize this model is still under exploration. Video blogs are no less important than short videos. Although Douyin now has the advantage of a platform, it still lacks social interaction. It has traffic but weak user stickiness, and its audience will still rely on WeChat, which has stronger dissemination capabilities. This restricts Douyin's social business. On the other hand, the advantage of VLOG lies in building a social circle. Therefore, it is still unknown how far this form of Douyin can go.

Whether it is text + pictures, video creativity, or VLOG in the future, they are all creative forms. As an information flow publisher, you need to analyze the current situation and future development. If you want to get promoted and get a raise, you must seize this opportunity. In short, regardless of the industry, you should try to use templates to make videos.

So what is a good creative idea? Whatever can bring about conversion is good!

No matter how you design the creative idea, it must eventually be put into the account for delivery, and then the data will speak for itself.

How to write creative copy

Creativity connects us to the people, and different people have different creativity.

Creativity can be divided into hard advertising and soft advertising. For potential audiences, the purpose of your copywriting is to cover the influence and stimulate demand.

For example:

"The 2019 Australian Summer Camp is now open, come and grab 20 places to experience university!" This highlights the urgency of "grabbing a place"!

"Come and test how much your car can be sold for!" When recycling luxury goods, we stimulate users' desire for recycling by testing their value.

Of course, the target groups of the above copywriting are relatively broad. If they are more precise, for example, "Don't worry about studying in Australia, XX (brand) + Australian summer camp is officially opened!" "Materials, after-sales service, and new house decoration are included at 299 yuan/㎡", the target groups of these copywriting are very clear. You have needs, and I can meet them.

We divide creative people into two categories: news sense and advertising sense.

News Sense

The so-called news sense means making our information flow more news-like, so that such creativity can survive and last. Due to the intelligent mechanisms of some platforms, such as Toutiao, not many resources are allocated to hard-advertising creativity. Your creativity may run out of volume after a few days and its durability is very short. Therefore, grasp the different characteristics of these channels, write down seven or eight creative ideas, and you will always come up with a hit!

For news-oriented pictures, users are required to upload unprocessed real pictures, similar to the original real-life pictures that appear when watching the news. Such pictures are more integrated with news information and will not disgust users.

Advertising

This is easy to understand. The purpose of taking pictures of your products or product renderings is to highlight your selling points more directly.

For the two target groups, different plans should be adopted based on actual conditions. This is related to the targeting method. If the targeting is broad, you can write a hard advertisement. If it is narrow, write a broader one. If you are working on Toutiao, you need to increase the volume first and then reduce the cost, so the title can have a news feel. If it is too hard, it will be useless even if you increase the volume.

Creative design should reflect user needs

The highest level of creativity is to think from the visitor's perspective. When you feel that you are not selling products or doing advertising, but providing information that people want to know, you have already won half of your customers. When we write creative ideas now, we like to think too much about "How do I sell my product? What are the benefits of the product? Why haven't there been any clicks? Why haven't they converted after being clicked?" Too hard a promotion may attract clicks from users with just the right needs, but they will still make comparisons in the end. However, if we write creative ideas that can make them feel that we are helping them choose products with a better cost-effectiveness, then we really don't have to worry about conversions.

I recommend that you use more questions when writing creative ideas, because these questions are obtained after collecting the needs of visitors and are the issues that customers care about most. Once you have understood the pain points of visitors, you only need to reflect these questions in the page creativity. Our goal is to attract visitor resources and leave clues, so the page can reflect the preferential information, discount information and the original price and current price, so that they feel that this product is worth buying and they will lose money if they don’t sell it now.

If visitors are still concerned about the price after seeing your creative idea, it only means that your copywriting is not good enough. You can refer to your competitors’ creative ideas.

Final words

I hope that this practical tutorial can help information flow publishers have a relatively clear understanding of advertising creativity, understand how to produce video information flows, learn from competitors’ creative materials, and truly “prescribe the right medicine for the right disease”, and ultimately attract a large number of target consumers!

You must understand that only by grasping the real needs of users can you subsequently bring about high clicks and high conversions! Only through real user and data feedback can we continuously optimize our delivery methods.

Author: Houchang College

Source: Houchang College