Decipher Momo optimization techniques and master pan-entertainment social information flow advertising!

Momo is a pan-entertainment social platform that covers multiple fields such as stranger social networking, community, live streaming , short videos , etc. Currently, Momo is the third largest social software after WeChat and QQ, with a total of more than 300 million registered users and 94.4 million monthly active users. Its user portraits are concentrated, with distinct characteristics and high activity.

1. User portrait

Momo users are generally very young, with a majority of them being male. They love to show off and look beautiful, have a high desire to show off and are very active, and are very receptive to new things.

Demographic attributes: 64% of users are male and 36% are female. Generally speaking, there are more male game users, and their recycling is generally better than that of females.

Age distribution: The vast majority of users are under 30 years old, and more than 52% of users frequently participate in offline O2O activities. They are very receptive to new things and are willing to try out suitable products if they encounter them.

Location: Mainly distributed in coastal provinces and economically strong provinces in central China, mainly in first-tier cities and strong second-tier cities with a large number of foreign populations such as Suzhou, Dongguan, and Zhengzhou.

Payment ability: According to official data, the average payment of Momo's live broadcast paying users is about 500 yuan per quarter. Momo users' willingness and ability to pay are still relatively strong.

2. Advertising Resources

Momo's advertising resources have been fully recognized by customers, and the current overall traffic fill rate is close to 100%. Momo’s advertising space is divided into three categories: nearby people, nearby dynamics, and following.

The information displayed in the nearby dynamics and attention ad slots is relatively comprehensive, supporting three forms of presentation: video, three pictures, and large pictures. The nearby people support icon ads.

1. Nearby people advertising space

2. Nearby dynamic advertising space

3. Pay attention to the advertising space

In addition to ad space resources, data and crowd attributes are also very important. The Momo resources on the AdBright platform provide very rich crowd targeting, including crowd attributes, regional attributes, user environment, etc.

Not only that, it can also provide precise audience packages for designated products, which can greatly improve the delivery efficiency.

Crowd attributes and user environment

It includes two basic population attributes: gender and age group, and two user environment orientations: operating system and WI-FI environment.

Regional attributes

It provides three forms: province and city, designated business district and custom area. It can be flexibly positioned to any location according to needs, such as schools, shopping malls, high-end communities and other precise areas, to efficiently select target users .

Precise data packet

The AdBright platform can provide specified device codes or excluded device codes for delivery. For products with a large number of users, the purpose of recalling old users or finding new users can be achieved by specifying/excluding device codes.

At the same time, the platform can customize specific population packages for products and find users who are most suitable for the products. Through precise population packages, product activation costs can be reduced by 30% to 40% .

3. Case Study

What kind of users are more suitable for Momo? According to official market data, Momo's users are more suitable for games, finance, automobiles and e-commerce users.

1. Financial customers

Small loan and credit card products are highly matched with Momo user attributes. Currently, there are many such products on Momo. Kaniu Loan, Rong360 and China Merchants Bank are all long-term major customers. The cost of issuing a credit card is about 60 yuan, and the activation cost of a small loan product is between 15 and 30 yuan.

2. Game customers

Game clients have always been big spenders on advertising . The cost of a long-running chicken-eating game on Momo is less than 60 yuan per activation, and the registration cost of legendary games is between 140 and 160 yuan.

3. E-commerce customers

Based on the characteristics of Momo users who love beauty, performance and strong consumption desire, e-commerce, especially beauty and clothing e-commerce, is more suitable for advertising on Momo. Currently, the activation cost of e-commerce apps on Momo is approximately in the range of 10 to 20 yuan.

IV. Conclusion

As the third largest social platform in China, Momo's pan-entertainment social scenarios and user groups have strong marketing value. Combining AdBright's exclusive three advantages of data + creativity + service, it helps customers achieve true product and sales integration.

The author of this article @Luwei is 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