How to play with short videos in information flow? 5 ideas + 3 case references!

Advertising has been evolving, have your marketing methods evolved?

As a marketer, I am always sensitive to advertising. But I remember the first time I was attracted by an advertisement was a short video stream launched by Taobao, titled "Xu Zheng New Year's Advertising Film". To be honest, it took me about 40 seconds to realize that it was a Taobao advertisement, but I still finished watching it.

The form of advertising is constantly changing. From the initial text, to pictures and texts, to animated pictures, and to today's short videos, it has to be said that each evolution is very in line with human nature.

In recent years, short videos have swept major new media platforms at lightning speed, becoming the most popular content dissemination method nowadays, thanks to their short, fast and high-traffic transmission characteristics.

We all know that if we want to seize market traffic, we cannot stick to the old ways. So, dear reader, have you started trying to place advertisements in the form of short videos?

Here, the editor has summarized five short video shooting viewpoints by observing the short video advertising content on the market for your reference.

1. Short video shooting angle

1. Actors’ real-life shooting

Advertising through storyline is suitable for most industries.

The video team will create story scripts for specific products based on their core selling points and user pain points, use actors who fit the target audience for real-life shooting, and convey the advantages of the products through the interaction between the actors and the products, allowing users to subtly receive product information while watching the story and generate a desire to learn more or buy.

2. Product display

Directly display product advertisements, suitable for machinery, vehicles, real estate, and life service industries.

There is no specific storyline. The video team analyzes the product, designs the most suitable way to present the product, and conducts real-life shooting.

3. Special effect packaging

It is presented through post-production editing and special effects packaging, and is suitable for virtual products such as investment promotion, business services, etc. where there are no physical products.

The video team will select matching video effects based on the customer's product style. The customer will provide product-related information, and the advertisement will be presented through post-editing special effects and copywriting.

4. Material editing and packaging type

Use ready-made materials for secondary editing, suitable for real estate, finance, and service industries.

If the customer already has video materials, the video team will re-edit the original video materials based on the information flow delivery experience to produce videos that better meet the delivery standards and achieve better results than the original video.

5. Stop-motion animation

It is presented in the creative form of stop-motion animation and is suitable for the education and training, and life service industries.

Take photos of the product from multiple angles to fully display the product features, and use post-editing techniques to present the video. Applicable products are mainly food and physical goods.

2. Short video case reference

Maybe many people still think that short videos are fun and interesting. As a result, many industry advertisers arrogantly believe that their industries are not suitable for presentation in the form of short videos, such as traditional industries such as the machinery industry.

Actually, if you ask me, there is no such thing as suitable or inappropriate. Sometimes, information flow ads do not necessarily have to have high conversion rates from native ads; hard-copy ads can also shine.

Below I share with you three excellent short video creative cases for your reference.

Through these three cases, do you have more ideas about the creation of short videos in information flow?

When we start from the "native" information flow, we must avoid being confined to one corner and try to fully build the product from multiple angles.

Source: Information Flow Intelligence Bureau