How to choose a promotion channel that suits you based on the characteristics of short video channels?

There are new ideas every year, but this year they are particularly popular. The marketing tactics of major short videos are endless. I'm sure all of you readers are very clear that the popularity of a marketing channel does not necessarily mean that our marketing will also be popular. The key lies in how we should use it.

First of all, we all know that video has become an important way to attract and acquire users. For example, Douyin , iQiyi , Meitu , Momo , Tencent, Kuaishou , etc. are increasingly linked to business.

For marketers , wherever there is traffic , there I am. But how do we choose different channels to promote our products and achieve the desired results? Below, the editor briefly talks about the characteristics of several channels, hoping it will be helpful to everyone.

Tik Tok

Douyin has been very popular this year. Not only has it made various internet celebrity foods popular, it has also caused a certain product to be downloaded more than 100,000 times overnight.

Douyin introduced Toutiao’s core algorithm advantages and added an algorithm recommendation model at the product level from the very beginning to ensure content distribution efficiency. In addition, Douyin has imported a large number of KOLs from Meipai and inherited celebrity resources from Toutiao, which has greatly increased its attention and exposure.

After the platform is stable, it will be integrated into the AD backend and launched in full, with an attractive price.

Featured Ads

Information flow ads , splash screen ads

User characteristics

The user group is mostly those born after 1995 and 2000, with a male to female ratio of 4:6. More than 70% of the core users come from first- and second-tier cities.

Advantages

The average daily playback volume is as high as 2 billion units, the average monthly independent devices are 140 million, and the total monthly effective time is 538 million hours. It leverages the core algorithm advantages of Toutiao, as well as KOL and celebrity resources, to attract the attention of many young groups.

suggestion

Advertisers in related industries such as gaming , e-commerce , tourism, automobiles , and food have certain financial support for the post-00s on the one hand, and on the other hand, they are more self-focused.

iQIYI

iQiyi’s effective promotion - Qilin Shensuan, relying on the iQiyi platform, huge user base and high-quality traffic resources, combined with the industry characteristics of business owners, provides business owners with a cross-platform, multi-terminal online promotion service platform. The platform's big data also provides a basis for advertisers' promotion.

Featured Ads

Information flow ads (channel information flow, social information flow, news information flow, playback information flow), in-frame ads (patch ads, pause ads, floating ads), display ads (open screen ads, focus picture ads)

User characteristics

Young users under the age of 35 account for more than 80%, with high knowledge level and economic income, high education and high consumption capacity.

Advantages

The average daily coverage of independent devices is 150 million, the average monthly coverage of independent devices is 550 million, the effective time of a single machine is 11.5 hours, and the monthly viewing time is 6.38 billion hours. By leveraging Baidu's big data and strong technical strength, iQiyi's effective promotion seamlessly embeds advertisements into relevant videos.

suggestion

Advertisers in gaming, e-commerce, medical, online earning, home improvement and other related industries.

Beautiful pictures

Meitu has been fully commercialized, connecting to five high-traffic platforms, including Meitu XiuXiu , Beauty Camera, Beauty Camera, Chao Zipai, and Meipai. Different APPs meet the needs of different user scenarios, and continuously improve artificial intelligence , etc., to enhance Meitu's reputation!

Featured Ads

The videos are mainly trendy selfies and beautiful photos.

User characteristics

Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

Advantages

It has 480 million monthly active users and 500 million total overseas users, with the majority of its consumer groups being female and having strong purchasing power. At the same time, it has 1.5 billion independent device installations worldwide and processes 68 billion photos annually.

suggestion

E-commerce, beauty, online services, wedding photography and other related industries.

Momo

Momo short video platform has entrances in both "Nearby" and "Follow". At the same time, Momo platform has tens of thousands of celebrities, 1 billion exposures, 600,000 fans per person for commercial celebrities, and a short video total active user penetration rate of 58%, which is enough to show the power of Momo as a short video platform!

Featured Ads

Topic marketing , filter advertising, Momo celebrity videos, live video interactive products such as anchor promotion, video topic marketing, etc.

User characteristics

Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

Advantages

The average daily number of short video uploads is over 1 million, with a penetration rate of 46%. Original content, creativity-driven, and precisely targeted.

suggestion

Apps, games, finance, e-commerce, beauty and plastic surgery and other related industries are for reference only.

quick worker

Kuaishou platform has a total of over 700 million users, and the number of daily active users has reached 100 million so far. However, despite the huge traffic volume, the advertising prices are also very touching.

Featured Ads

Includes: the fifth position of the user discovery page, the advertising details page, the brand space page, etc.; advertising conversion is mainly based on application promotion and brand promotion .

User characteristics

The main consumer groups are those born in the 80s and 90s, who have strong social attributes and like to showcase their talents and share food, drink, fun and the new world.

Advantages

The short video APP has the highest weekly active penetration rate, with more than 10 million UGC videos per day, more than 60 minutes of daily user usage, and 10 billion video playbacks per day. The three-pronged approach of exposure, participation, and amplification highlights the strong brand marketing effect!

suggestion

The users are mainly teenagers, so the products launched must have strong social attributes on the one hand, and on the other hand they can be games, e-commerce products, etc.

Okay, that’s what I want to share with you today. Of course, what I am talking about today are just a few of the many short videos. During this period when short videos are very popular, our goal is to increase our traffic and achieve the results we want.

Source: Houchang College