Case analysis: How to use video information flow in the e-commerce industry?

As the trend of short videos continues to deepen, video marketing is evolving from a "trend" to a "must-have." More and more companies choose to use video materials to place information flow advertisements. Thanks to the more intuitive and vivid presentation form of video materials, they can directly hit the user's pain points, awaken emotional resonance, and achieve high conversion of advertising .

According to the latest "2019 Video Marketing Report" released by Wyzowl, 63% of companies were willing to try video marketing in 2017, and this proportion increased to 81% in 2018. Now, more than 87% of companies are using video marketing.

Why are more and more companies choosing video marketing?

1. Three core advantages of video marketing

Advantage 1: Stimulate user senses in all directions

No matter how rich the copywriting and picture materials are, users still need to imagine and simulate them. Video, as the most direct and effective way of communication, can achieve the effect of shocking people and triggering resonance without the need for imagination.

By using video materials to fully demonstrate product features, you can reduce friction with users and effectively influence their perception, preference and purchasing intention of the advertisement.

Advantage 2: Multiple forms to meet promotion needs

The display formats of video information flow are richer. Not only are there widely used horizontal videos, but there are also vertical videos that suit user habits.

In addition, in terms of video creativity, based on product characteristics, you can choose from a variety of video creative modes such as flash, drama, complaining, street interviews , etc. to meet diverse promotion needs.

Advantage 3: Accurately guide user conversion

Because video creativity and modes are very flexible, there are more and more scenarios in which users can interact.

When placing advertisements, accurate user portraits are applied to different marketing scenarios, and precise differentiation is carried out based on user behavior, interests, time, location and other characteristics, thereby improving conversion effects.

At the same time, video materials have secondary dissemination value such as reposts, comments and likes, which can effectively realize remarketing.

2. Case analysis of video information flow in the e-commerce industry

As the trend of social entertainment, contentization and fragmentation intensifies, content has become an important role in user cognition, decision-making, purchase and after-sales experience.

According to iResearch data survey and analysis, in the second half of 2018, the number of short videos related to the e-commerce industry ranked among the top 5 in the overall market. Especially during the shopping season, e-commerce promotions are hot and short video marketing reaches its peak.

So, how should the e-commerce industry achieve accurate customer acquisition through video information flow?

Today, we will analyze the advertising case of a fashion clothing e-commerce platform to deliver practical marketing tips and help companies improve advertising effectiveness.

Since most users' main demands for e-commerce platforms are speed, quality and economy , we first conceive video content from life scenarios that are easy to resonate with people and product features that are easy to explain selling points. According to product categories and customer demands, the content can be divided into different forms such as raising questions, creating discounts, revealing secrets, and shocking exclamations.

Below we take the video advertising material of the fashion clothing e-commerce platform as an example.

Before placing the advertisement, we analyzed the characteristics of the target audience and, based on the portrait of urban female white-collar workers aged 20-30, chose to place the advertisement on the Weibo platform.

When writing the video script, we kept the characteristics of this group in mind and chose to shoot in an everyday office setting.

In terms of video creativity, we did not choose traditional AE-produced video materials with strong visual effects. Instead, we chose real-life shooting to simulate real-life scenes, which is more attractive.

Carry out reverse creative planning based on the target users’ pain points, highlight the product advantages in the video and stimulate user resonance.

△ Weibo advertising case

During the actual delivery process, flexibly control the testing rhythm.

In the early stage of the launch, we selected multiple video materials for testing, continuously observed the delivery effect, made real-time adjustments based on user click-through rate and interaction rate, optimized the video materials, and at the same time, utilized the characteristics of users who prefer entertainment and focus on cost-effectiveness to attract a lot of attention.

Ultimately achieve high click-through and engagement rates while keeping costs below average.

Finally, as native video ads are available in more formats, during the advertising process, we found that e-commerce, online services, travel, wedding photography, and social products are more suitable for video information flow ads.

3. How to make video advertising more effective?

The key to video advertising lies in "content". High-quality video content determines the advertising conversion effect.

Some users are willing to actively spread videos that are classic, interesting, or surprising, and spontaneously help companies promote their products.

With the continuous development of video marketing, this field is expected to become an important driving force for many industries including e-commerce in the future, and its traffic dividend will continue to be released.

Not only in the e-commerce industry, we have summarized the video advertising placements in different industries. From early planning to video material production to advertising effect testing, only by striving for excellence in every step can we achieve efficient conversion in the end.

Whether it is the early stage of combining the characteristics of the product and platform to produce creative materials, or the continuous testing and exploration of audience targeting in the mid-term, or the continuous tracking of the delivery effect in the later stage to make summaries and accumulate experience, these are details that cannot be ignored in the process of video advertising material delivery.

With the advent of the 5G era, the mobile Internet connects people and all supply and demand through scenarios. The high combination of technology and experience brings more challenges to corporate marketing and promotion.

Source: AdBright