Short video promotion skills in the home improvement industry, with successful cases!

Advertising is the first impression that consumers get to know about products and services. If you want to be picked by consumers, today I will tell you how to “pretend” in terms of the timing, channels and content of advertising.

– Grasp the “golden September and silver October” and don’t let go –

In 2017, the overall market size of the home improvement industry reached 246.12 billion yuan, a year-on-year increase of 25.7%, maintaining a high growth rate of more than 25% in recent years. There is a saying in the market that "September is golden and October is silver", which is very appropriate for the home improvement industry. In September and October, the physical properties of building materials tend to be stable, and the temperature is suitable for decoration. Many consumers start their home improvement during this period.

As for advertising, planning and placement must begin before this. Consumers generally collect information 1 or 2 months before the formal home decoration. At the same time, their preference for advertising is highest during the interest and research period, that is, now. August is here, and the advertising boom in the home improvement industry has begun.

– Creative Optimization of Tik Tok Traffic Position –

After watching 500 Douyin ads, the author summarized three types of home improvement ads. Each type has a corresponding optimization plan. While everyone is taking the right remedy, they can also try other types of ads. After making a creative advertisement, are you still worried that consumers won’t pick it?

1. Brand activities

Purpose: Activity participation

Conversion process: watching ads - offline participation - information communication - completing orders

For offline activities, special attention should be paid to location matching, and location targeting should include city targeting and business district targeting. In the copywriting, you can add the location to attract consumers, such as "The home decoration exhibition is held in Xi'an, and the various designs are so cool that they have no rivals." In terms of content, provide as many information points as possible, such as designers, discounts, design results and other elements, so that consumers can get value for money.

Optimize creativity: Converting pictures to videos has low production costs, high information content, and is concise and clear. The creative center of Toutiao’s advertising service platform has built-in templates, where various young men and women provide a variety of creative ideas. The template facilitates the production of advertisements and the delivery effect is good. ↓↓↓

2. Platform Application

Purpose: Application download

Conversion process: watch the ad - download the app - communicate information - complete the order

The essence of App advertising is to use the TikTok platform to attract target users to another platform. The cost of online traffic is lower than that of offline activities. The main form of advertising is scenes that trigger pain points + function implantation.

Optimization creativity : The information resources on decoration apps are richer, and this feature can be highlighted when attracting users.

The quotation function in the above advertising case is not the difference of the App. In the production of App advertisements, on the one hand, you can introduce the unique features of the product itself, which are the properties that other products do not have; on the other hand, some home improvement apps are also one-stop solution platforms that can comprehensively display user needs.

3. Home Improvement Company

Purpose: To attract customers

Conversion process: watching ads - communicating information - completing orders

Decoration company advertisements account for a large proportion of Douyin’s traffic, which reduces the conversion process and connects users and decoration parties directly. Among all advertising cases, users are more concerned about the following points: decoration costs, decoration style, decoration team, and brand image.

Optimize creativity: Decoration cost is the main factor for users to choose. The cost factor can appear in the advertisement in two forms. One is to set up a quotation consultation in the landing page link of the advertisement. The other is to provide price discounts and promotions in the advertisement content to attract users.

The decoration style is an intuitive display of the decoration ability and level, but many advertisements currently only show a single rendering in rotation. This type of advertisement is monotonous and cannot provide consumers with more information. The editor has temporarily summarized these types of creativity for everyone~

Image to video: image + style + necessary information, presenting multiple information in the simplest way possible. In addition, you can also try using panoramic photos to show your home decoration style.

Situational drama: Apply consumer behavior in situational dramas to create resonance and realize scenario-based consumption. This is also the reason why IKEA has booked so many sites to place furniture.

Creative shooting methods: provide visual impact, change backgrounds and design contrast.

Shooting at the same angle and maintaining the continuity of the action, the interesting video shows different home decoration styles at the same time. This kind of video is very "Tik Tok". Of course, this type of video does not necessarily require a professional photographer. Advertisers can also shoot it by imitating the original video shooting of Tik Tok.

Decoration team: The decoration process is also a process of communication with the team

A home improvement team created by professional practical exercises and unified learning courses is more convincing in terms of advertising effects.

Brand image: decoration knowledge introduction, good user experience

Brand image is actually a comprehensive integration of the above elements, but it is better to push consumers' favorable impressions directly than to rely on them to think about them. While placing advertisements, we also provide home improvement knowledge to consumers to increase their understanding of the industry.

Related reading:

1. Video promotion: How should video websites be “branded”?

2. How to master information flow video promotion?

3. Video promotion skills: a hit? Just 15 seconds is enough!

4. Short video promotion and operation: Who has better ability to bring goods?

5. Video promotion lacks creativity? This article teaches you!

6. Short video promotion: How to quickly attract users and achieve conversions?

Author: Toutiao Advertising Service Platform

Source: Toutiao Advertising Service Platform