2018Q3 Wedding Photography Industry Advertising Report, Which Information Flow Ads Are More Popular?

As my country's economy is performing well overall, the per capita disposable income of residents has increased by 9% year-on-year, and living standards have continued to improve, providing basic economic support for marriage services; at the same time, the number of marriage registrations in my country is still high, and with the openness of social marriage concepts, the size of the remarried population continues to grow, becoming another large target user group for wedding photography.

Therefore, based on the population base, traditional concepts and the influence of modern consumption upgrade concepts, the wedding photography market has huge consumption development potential, and the industry scale will exceed 60 billion in output value.

As an important part of the multiple segments of wedding services, wedding photography has to face a more competitive period of customer acquisition due to the personalized endogenous needs of the target population and online consumption behavior preferences, and the obvious seasonal fluctuations in user attention, thus becoming one of the core industries for mobile platform delivery.

Next, let me analyze the latest wedding photography industry information flow delivery trends for you to learn more about industry delivery strategies.

Data and conclusions source: iResearch Consulting "2018 China Vertical Wedding Service Market Mobile Internet Case Study Report"

Ranking and analysis of investment institutions

In the wedding photography industry, due to the continuous increase in user demand and emphasis on personalization, many wedding photography brands with different photography styles and service models have emerged. The latest Q3 industry advertising intelligence data captured by Information Flow Radar shows that the top three information flow advertising agencies (advertisers) in the wedding industry are: Napai Wedding Photography, Taopaipai Global Travel Photography, and No. 13 Wedding Planning.

The agency ranked first in advertising volume - Napai.com, is a national quality wedding photography booking service platform. Since its operation, it has opened branches in 100 major cities in China, cooperated with 8,000 photography merchants, and served a total of 200,000 photography consumers.

Data shows that Napai.com has launched over 1,900 campaigns in the third quarter. Based on its popularity and operational maturity, such frequent campaigns are aimed at gaining strong exposure in the market, promoting brand information, refreshing and awakening users' brand impressions, and striving to gain more customers.

Secondly, "Taopaipai Global Travel Photography", which has a launch volume second only to "Napai.com", is also an Internet photography service platform. It was established at the end of 2014 and provides a full range of photography services including wedding photography, personal art photography, children's photography, image photography, product photography, etc., and provides users with online appointment photography services.

Most of the organizations that rank at the top in terms of advertising volume are photography vertical service platforms . Although some of them are not solely focused on the wedding photography industry, judging from the current situation of advertising volume in the wedding industry, more and more brands are intending to share this "big cake", and the wedding photography industry has a clear structure and is unique.

Distribution channel ranking and analysis

Data captured by Information Flow Radar shows that the top three channels most commonly used by wedding photography advertisers are "360 Browser", "OPPO Browser" and "Tik Tok" .

According to user consumption behavior habits, there is a strong demand for searching wedding photography, and users need to know key information such as price, shooting location, shooting style , etc.

Therefore, in the list of top advertising volume rankings, we can see that browser platforms occupy a large share. As a short video platform that has become popular in recent years, Douyin has young users born after 1990, accounting for as high as 85%, and a male-to-female ratio of 4:6. Whether it is the platform's characteristics of youthful fashion and individuality, or the high-quality user traffic, the novel and diverse short videos can vividly display the brand promotion information and style. These are the important reasons why Douyin is favored by brand advertisers for wedding photography advertising .

Landing page form analysis

The commonly used landing pages for information flow advertising in the wedding photography industry are H5 and web forms . Wedding photography brands often have differences in photography style, service model, etc. The use of H5 landing pages can display more brand information, allowing users to quickly feel the brand charm and deepen their impression of the brand.

(H5 landing page)

Web forms are also the main landing page for wedding photography information flow ads, mainly helping brands screen users and collect intent information to assist in marketing efforts.

Because during the browsing process, compared with ordinary users, users preparing for marriage are more willing to spend time filling in information to obtain the service information they want (price, shooting samples, photography guidance, etc.); secondly, the potential user information collected is more meaningful in promoting positive marketing and helping with subsequent sales follow-up, so web forms are a popular landing page format with a strong purpose and conversion efficiency.

（Web form landing page）

Popular advertising materials and creative analysis

With the upgrading of the wedding photography industry, market competition continues to intensify. At the same time, facing the diverse and personalized needs of consumers, brands often encounter promotion problems, serious product homogeneity, increased customer acquisition costs, poor material conversion effects, etc. How to break through in the wedding photography market is believed to be a question that many advertisers and operation optimizers are confused about.

Next, we use the information flow radar material library to find different types of popular wedding industry materials, analyze high-conversion and effective material strategies, and explain them to you from the perspectives of copywriting, form, and creative style.

1. Multiple images

▲Title copy: (Hot) Beijing wedding photo style, how much does this kind of wedding photo cost?

▲Advertising Index: 3654

▲Title copy: Such a beautiful wedding photo for 3699! 6 sets, 6 models, 4 enlargements, limited edition!

▲Advertising Index: 1720

Compared with the monotonous small and large picture material formats, photo album materials can display multiple photographs, enriching the visual experience and attracting users at the first time. At the same time, it can interpret the brand photography style as much as possible in the limited promotion space and provide users with more reference information.

2. “Benefit Point” Copywriting

▲Title copy: Wedding photos taken in Sanya are super beautiful, and a 2,000 yuan wedding photo cash coupon is added, limited to 88 people.

▲Advertising Index: 6739

▲Title copy: Her impromptu wedding photos are still so beautiful!

▲Advertising Index: 2945

Although the market is undergoing a consumption upgrade, users who are preparing for their weddings still pay great attention to the price and promotional offers of wedding photography services, especially discounts, free trials , etc. Therefore, advertising copy that highlights prices and benefits is more likely to attract user attention and clicks.

3. Overall coordinated fashion style

▲Title copy: No matter when you get married, you can win wedding photos for free! Try your luck first (valid for 2 years)

▲Advertising Index: 5480

▲Title copy: Friends in Guangzhou say that apart from the wedding day, taking wedding photos is also a noble day for girls

▲Advertising Index: 2372

The materials often use real-life model photography samples as display. The target users are young, pursue individuality, and like romantic, aesthetic, fashionable and atmospheric photography styles. The most important point is that in the form of a group of pictures, the style of the materials is unified and the overall coordination of the picture is high, which makes it easier to win the favor and recognition of users and promote click-through conversion.

Summarize

The road to operational optimization is fraught with difficulties. Faced with fierce competition in the era of industry homogeneity, operations optimizers are troubled by creative material production ideas and worried about the reasons for poor delivery effects. Only by constantly testing, adjusting, and executing refined operational strategies can they better cope with the information flow promotion challenges brought about by industry competition.

With the help of information flow radar, you can find the best strategy, identify accurate users, grasp the trend of industry dynamics, observe the industry's advertising material creativity at any time to help promotion achieve real results, improve work efficiency, and control the time to get off work yourself!

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Information Flow Radar