How to master information flow video promotion?

Currently, the trend of online video advertising is very good, but how to make video advertising effective still requires our in-depth analysis. Today, I hope to give you some inspiration by using the successful case of information flow video advertising!

1. Education Industry - A beauty industry training client

Main business: beauty education and training

Assessment requirements: Brand exposure

Target group: Women aged 18-30

Three-step solution: Increase clicks and improve conversions

1. Generally speaking, the effect of beauty training industry advertising is not very good in the morning, so the advertising time should avoid the morning period and be selected between 12:00-24:00. In targeting settings, interest targeting is the main focus, with intent word targeting as a supplement.

2. Material production: mainly soft advertising, and also needs to be coordinated with video content. The copywriting uses the form of clickbait titles and test styles to attract netizens to click on the video.

3. Landing page production: It needs to echo the video content: the color style of the landing page should be consistent with the style of the video, and the page test questions should be the same as the promotional theme at the end of the video, which is "Free Beauty Training Test".

Summary of video placement in the education and training industry

1. Crowd analysis

The target audience of the education industry is generally divided into parents and students. The parents' age range is concentrated between 35 and 48 years old, regardless of gender; the students' age range is between 18 and 22 years old. The general beauty training industry is dominated by young female audiences, while the vocational training industry has more male audiences.

2. Keyword/interest targeting

In terms of targeting, first match the corresponding population (age, gender, occupation, etc.), then look at keyword targeting and interest targeting, and choose the targeted targeting method based on the nature of the customer's business and the acceptance of the population.

3. Video content settings

Video content in the education and training industry should be shot around school environment, actual training scenes, and lectures by famous teachers as much as possible. When customers choose an education brand, they focus on the brand’s teaching quality and credibility, so more content in this regard needs to be displayed.

2. Life Industry - A Client of Emotional Consultation

Main business: "Internet + emotional consultation" model, providing corresponding solutions to customers' emotional needs.

Target group: Mainly female customers between 25 and 45 years old with emotional problems

Delivery demand: guarantee the number of leads and control the cost of leads

Three-step solution: Increase clicks and improve conversions

1. Delivery time: 10:00-22:00, mainly covering daytime hours. At the same time, interest targeting + intent word targeting are a powerful combination.

2. Material production: Paired with original copywriting, perfectly integrated with video content; vividly display the brand image and enhance user recognition.

3. Landing page production: The header image should be consistent with the tone of the video, and emotional copy should be used to reflect the human warmth of the business, while allowing users to clearly understand the overlap between the business and their own needs; use "Get the full version of the video material for free" as a conversion attraction on the single page.

Summary of video placement in the emotional counseling industry

1. Based on the industry situation, determine the top priorities

76.8% of consumers have only heard of the emotional counseling industry but do not understand it, and the public's awareness of the field of emotional counseling is not high. Based on the current situation, we first need to establish industry positioning and reflect the brand image, so that more users will be interested in trying it while improving their industry awareness.

2. Use videos to give your brand a sense of warmth

Use videos to create a positive and loving brand image. The content reflects the brand's professionalism and industry status, allowing users to quickly accept and recognize the nature of emotional counseling services. After a certain period of crowd exposure, the content can be presented in a more diversified manner, such as different thematic courses, to more accurately cover the deep needs of the crowd.

3. Optimize strategy and maintain consistency

Intent words + interest targeting, expand the volume while ensuring accuracy. The video content is in line with the industry status quo and consumer demands. Appropriate guiding text is added to the video to connect to the landing page. The creative materials tend to be native and soft-ad types to increase click-through rate and maximize brand exposure.

3. Life Industry - A customer of acne-removing skin care products

Main business: Anti-acne skin care products and methods

Target group: Young people aged 18-30 who have acne problems

Delivery demand: ensure the number of leads and generate exposure

Three-step solution: Increase clicks and improve conversions

1. Age orientation: People who need acne removal are concentrated in the teenage stage, so the 18-24, 25-34, and 35-44 age ranges are selected. In terms of regional targeting: 342 provinces and cities across the country were selected, excluding Beijing, Zhejiang, Chongqing, Hong Kong, Macao and Taiwan where e-commerce competition is too fierce.

2. Material production: Paired with original copy, it perfectly combines with the video content; high-value video cover images are more likely to attract clicks.

3. Landing page production: The header image echoes the comic version of the video content, guiding consumers to click on the test through "one test to know" and "10 seconds to self-test the root cause of acne"; the ingredients of Fandao products are analyzed and promoted below the test form to increase consumers' brand trust in Fandao.

Summary of video placement in the skin care and cosmetics industry

1. Directional settings

For the cosmetics industry, it is necessary to combine keywords with interest targeting and broaden the interests in order to achieve good results.

2. Budget share

In the case of stable video consumption, increasing the budget share may bring unexpectedly good results.

3. High exposure leads to good conversion

For cosmetics customers with more distribution channels, their brand awareness is already high, so the exposure and conversion brought by the video style are satisfactory.

4. Lifestyle Industry - A Jewelry Customer

Main business: jade jewelry sales

Target group: mainly female customers aged 25+

Delivery demand: the premise of ensuring the quality of leads and controlling conversion costs

Three-step solution: Increase clicks and improve conversions

1. All-day delivery: a powerful combination of intent words (price words, style words, identification words, etc.) + interest targeting (selecting 207 interests).

2. Material production: Paired with original copywriting, perfectly integrated with video content; vividly display the brand image and enhance user recognition.

3. Landing page production: The header image should be consistent with the tone of the video, and the product tone should be reflected in the emotional copy. Based on the existing identification teaching content in the video, the landing page should display more related product styles to induce users to buy.

Summary of video placement in the jewelry industry

1. Crowd analysis

Different jewelry has different enthusiasts. We conduct in-depth analysis of the relevant groups, create portraits based on gender, age group, clothing style, income, educational level, etc., and find the topics that can most stimulate this group of people.

2. Optimization strategy

Intent words + interest targeting, expand the volume while ensuring accuracy, test a variety of delivery modes, such as holiday marketing, OCPC, identification teaching, etc., implement different creative styles accordingly, and maintain consistency between materials and videos. The landing page and video are connected naturally.

3. Video content

The video content is original and meets the audience's demands. Through identification teaching, the brand’s professional image can be reflected, the user’s recognition of product quality can be improved, and the psychological barriers to purchase can be reduced.

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch