Sneak peek at the 618 e-commerce report: advertising increased by about 55% month-on-month, and major information flows have creative pictures!

For online shoppers, there are two opportunities to grab bargains every year that should not be missed; and for e-commerce advertisers, there are also two large-scale golden periods for grabbing volume and promotions every year, namely 618 and Double 11. With the arrival of the 618 Shopping Festival, e-commerce advertisers are gradually increasing their advertising efforts.

Based on the “e-commerce advertising” data tracked from May 1 to June 10, 2018, this paper analyzes the advertising creativity during the 618 period. Next, we will mainly analyze from aspects such as advertising trends, traffic channels , e-commerce product categories, and copywriting routines.

According to analysis, e-commerce advertising during the 618 period has shown an upward trend since mid-May, and the number of advertisements reached the highest in early June. Among them, compared with the number of advertising creatives during the period from May 21 to May 27, the number of advertisements placed during the period from May 28 to June 3 increased by about 55%, which was the time period when e-commerce advertisements were concentrated during the 618 period. It is predicted that with the approach of the 618 Shopping Festival, the popularity of e-commerce advertising will rise again.

During the 618 period, the top three traffic platforms for e-commerce advertising were Sogou Singularity, Tencent Social Advertising, and Phoenix Fengyu. Among them, Sogou Singularity channel delivery accounted for the highest proportion, about 29%; Tencent social advertising ranked second, accounting for about 16%; and Phoenix Fengyu ranked third, accounting for about 13%.

Secondly, during the 618 period, e-commerce advertisers were more inclined to choose channels such as Sogou Singularity, Tencent Social Advertising, and Phoenix Fengyu for creative delivery, and the penetration rate of delivery during the 618 period grew steadily.

PS: The Tencent social advertisements monitored here mainly include advertisements from original Tencent social advertisements, Tencent Alliance advertisements , Tencent Zhihuitui , WeChat advertisements and other channels.

According to analysis, the top three e-commerce platforms with the largest share of merchant advertising during the 618 period were: JD.com, Taobao, and Gome Online. Among them, merchants on the JD platform had the highest proportion of advertising, about 41%; followed by merchants on the Taobao platform, accounting for about 26%; ranked third was Gome Online, accounting for about 25%. The merchants of Suning.com and Vipshop account for a relatively small proportion of the total investment, which is only 8% in total.

Every June is JD.com's store anniversary month. JD.com will launch a series of large-scale promotional activities for its own products. The tangible preferential activities have brought a lot of users and facilitated a lot of transactions. During this period, this also gave merchants on the JD platform the opportunity to take advantage of the popularity and launch promotions, thereby driving up the overall advertising efforts of merchants on the JD platform. This just proves that "merchants on the JD platform have the greatest advertising efforts during the 618 period."

During the 618 period every year, the major e-commerce categories are complex and diverse, and most people only know that there are many e-commerce products being advertised or offering discounted prices. In fact, we can only guess which e-commerce categories will have greater investment during the 618 period.

Everyone is trying to grab sales in the e-commerce sector, so why are the promotional effects of other people’s products increasing rapidly, while your own products are still not doing well? This may actually be closely related to the level of competition in the e-commerce industry category you are in, and whether to adjust the advertising bid based on the intensity of the competition.

This time, we integrated the advertising data of e-commerce products during the 618 period and analyzed the proportion of each major category of e-commerce advertising. The top three e-commerce industry categories for advertising during the 618 period were home furnishings, skin care and beauty, and clothing, shoes and bags.

Among them, home furnishing products accounted for the largest proportion, about 20%; followed by skin care and beauty, accounting for about 17%; and ranked third was clothing, shoes and bags, accounting for about 16%. This shows how fierce the competition for advertising volume in these three e-commerce categories is.

Here is a suggestion. If you run e-commerce advertising during the 618 period, you might as well combine it with the recent intensity of advertising in major e-commerce industry categories, conduct in-depth comparative testing during this period, grasp the conversion status of major resources and advertising positions , set a bidding strategy for your own product launch plan, and make an acceptable budget ratio. You may get unexpected gains.

If you don’t have any particularly large-scale activities during the 618 period, it is recommended that you reduce the budget slightly and make regular optimizations after 618. At that time, the focus will be on maintaining those with good results, and suspending those with average results or those that have not yet been launched in large quantities.

1. More than 60% of e-commerce advertising creatives are based on images

According to the e-commerce advertising data tracked during the 618 period, the main form of e-commerce advertising creativity is still information flow advertising . The main types of e-commerce advertising materials are pictures and picture sets, accounting for approximately 68% and 31% respectively; pure text, GIF and other material types account for a very small proportion, only 1%.

When it comes to e-commerce advertising materials, advertisers/optimizers hope to fully display product details and campaign strength to users in a relatively short period of time, and picture materials just meet this demand. This is also the reason why "more than 60% of e-commerce advertising creative materials are pictures, while pure text, GIF and other materials are very rare."

PS: Other types mainly include: pure text, GIF, icons, carousel images and other material types.

2. Inventory of advertising materials on popular e-commerce platforms during 618

June 18th of every year is JD.com’s store anniversary, and since mid-May, JD.com has stepped up its advertising efforts. Other e-commerce platforms are not to be outdone and are scrambling to grab market share. It would be a waste not to take advantage of this wave of promotional activity. Looking at the advertising creatives of several major e-commerce platforms, they are also very rich.

Among them, the creative types of Jingdong's picture materials are mainly "discount type", "hot spot type", "celebrity type", "beauty type" and "detail type".

The creative types of image materials of Taobao, Suning.com and Gome Online are mainly "discount" and "details".

The creative types of Vipshop’s picture materials are mainly “discount” and “beauty”.

Next, I will give you an inventory of the most representative creative types of picture materials. (Take JD.com as an example)

• Discounts

In discount-related images, there are more discount words such as "discount", "special sale", and "discount on purchases over a certain amount", which are intended to stimulate users' desire to buy. One of JD.com’s biggest promotional points for the 618 event is the big discounts. The slogan “199-100 off for purchases over 199” is widely seen on the streets and can be said to be a real discount.

The following discount pictures, based on the original users' awareness of "over 199-100" discount, were upgraded to "over 199-110", plus various discount coupons, which made countless netizens unable to hold their temper any longer and were willing to "sell their kidneys".

• Hot topics

Hot topic image materials are mainly based on current hot events to create creativity. Generally, only content combined with hot topics can attract more users' attention. After all, this is what current users care about most.

The following hot pictures, combined with the recent hot topic of the World Cup on June 14, cleverly integrate electrical appliances into the content of "do's and don'ts" in a creative way, taking the opportunity to promote promotions of SLRs, washing machines and other electrical appliances, which also makes people's eyes light up.

• Details

Detailed images generally highlight/emphasize partial information of some products, allowing people to more clearly understand the details of the products and the effects that the products can achieve, thereby attracting users to buy.

The following detail pictures partially magnify the effect of the floor after laying, allowing people to more clearly see the smooth and delicate effect after the floor is laid, making it more attractive.

• Celebrity

Celebrity-related image materials generally invite celebrities to endorse products, using the celebrity halo to attract users' attention and even arouse a certain fan effect.

The following celebrity pictures invite the popular male god "Wallace Chung" to endorse the vacuum cleaner. In addition to using the celebrity halo (the image of a good family man) to attract attention. The words such as "cross-out price" and "price at hand" in the picture are also important factors that influence users' purchasing decisions.

• Beauty

The image materials for beauty categories are mainly pictures of beautiful women, as the saying goes, opposites attract. But even so, if the same sex can skillfully bring up topics that women are concerned about, the effect they can have is considerable.

The following pictures of beauties are mainly used to promote women's clothing, and the pictures focus on showing the effect of beauties wearing dresses. Although the picture does not use price tags to tempt people, topics that women care about, such as looking taller, thinner and more beautiful, can also achieve good results.

1. Guiding trial, shocking exclamation, emphasizing discounts, etc. are the most commonly used routines in e-commerce copywriting

The copywriting styles of e-commerce advertisements are more likely to be those that encourage trial and those that shock and exclaim, accounting for 18% respectively; followed by those that emphasize discounts, accounting for about 17%. It can be seen that styles such as guiding people to try, shocking and exclaiming, and emphasizing discounts are the most commonly used routines in e-commerce copywriting.

2. Inventory of popular e-commerce advertising copywriting during 618

1) Guided attempts

This style of copywriting mainly targets users' needs for certain e-commerce products and then further guides users to try them. When writing e-commerce copywriting that guides trial, you can start with keywords such as come and see, come and buy, and try.

• Example

Don’t know how to dress when going out? Come buy a versatile T-shirt!

Want to buy a baby stroller? Come here and take a look!

Where to buy authentic trendy shoes? Come and tell you the truth!

2) Shock and exclamation

This style of copywriting mainly expresses surprise through the content description of certain e-commerce products, thereby attracting user attention. When writing e-commerce copy of the "shock and exclamation" type, you can start with keywords such as shock, scare, and stunned.

• Example

Do you really not need to replace your laptop? I was shocked after reading this!

The new TV actually has such a function? I was shocked after watching it!

shock! Boys look so handsome with this outfit, and they will get a lot of attention!

3) Emphasize the discount

This style of copywriting mainly attracts user attention by emphasizing the cheap prices and discounts of e-commerce products. When writing e-commerce copy that emphasizes discounts, you can start with keywords such as "how much is the discount", "buy a few and get a few free", and "9.9 yuan".

• Example

JD.com 618 home coupons are coming, get coupons for 100 off for purchases over 199

No need to save money to buy shoes! Enjoy 10% off every day

It turns out I've been buying it too expensive! It's only 9.9 yuan here

4) Create scarcity

This style of copywriting is mainly intended to provide users with a plan that appears scarce, whether it is limited in time, quantity, or a limited group of people, so that users will be more likely to cherish this opportunity. When writing e-commerce copy of the “creating scarcity” type, you can start with keywords such as “limited to”, “limited time”, “limited quantity”, and “limited to certain people”.

• Example

JD.com's 618 event only happens once a year. It's better to get coupons today than to shop online normally.

The local weather is too hot! Wear these shoes to keep cool, only 99 yuan on May 19

What clothes should babies aged 1 to 3 usually wear? Super parent-child clothing sale, 0 yuan grab, limited to 30 people

The above is the analysis report of this year’s 618 e-commerce investment. Every year, major e-commerce platforms compete for traffic, with a full range of tricks and strategies.

The author of this article @APP Growing compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games