A guide to acquiring customers through Tik Tok information flow advertising!

Douyin information flow ads refer to the ads that can be seen on the Douyin "Recommendations" page, which is also the page that users browse most frequently. Information flow ads are inserted into these video works, usually appearing in the fourth position. When users open Douyin to watch videos, the fourth item they scroll down to is an advertisement. Information flow ads have obvious advertising logos. At the bottom of the page, there will be words such as buy now, get discounts, understand consultation, etc., which can be used to recognize information flow ads. When users are interested in or have a need for this ad, they will click on the link to view it. Users who have viewed it may not necessarily convert, but users who have not viewed it will definitely not convert. The display of this type of ad can help advertisers screen users, increase ad usage rates, and improve conversion effects.

Douyin users are mainly those born after 1995 and 2000, which is consistent with the main audience of the food delivery industry. It can better target the precise audience. This group of people are independent, have a strong ability to accept new things, and have a high advertising exposure rate. In addition, Douyin has more than 400 million daily active users, with massive exposure and good user experience. The benefit of using Douyin’s information flow advertising to promote food delivery lies in its personalized marketing. Videos can be used to more vividly show the types, appearance, and prices of food delivery. Music can be used as an entry point, and creative expressions such as plots, scenes, and pictures can be added to provide users with more diverse ways to play. They can also interact with fans and increase advertising conversion rates.

1. How can the food delivery industry acquire customers through Douyin information flow advertising?

1. Audience Analysis

In the takeout market, the main consumers are young and middle-aged people under the age of 35, with women accounting for a slightly higher proportion than men. From the perspective of occupation, the main users are the free groups, followed by white-collar workers, blue-collar workers and students, which together account for 91%. The free population and students have more disposable time and have a demand for takeout because they don’t want to cook, go out or are too lazy to cook. White-collar and blue-collar workers are too busy with work to take care of the demand for takeout. In terms of educational background, among takeout users in third- and fourth-tier cities, those with junior high school or technical secondary school education or below place the most orders for takeout, making them the main force of the consumer group, followed by those with high school, junior college, and undergraduate degrees and above.

Data source: Prospective Industry Research Institute

2. Information flow advertising settings

The takeout industry aims to attract customers to offline shopping and promote sales conversions, so when launching products, we need to choose areas where there are stores that can deliver to the area, and give priority to promotion in business districts.

Age: 18-35

Gender: No limit

Delivery area: The delivery range of the store, usually the business district + 2km

Delivery time: You can choose to deliver throughout the day.

Crowd pack: Select people who are here recently or live here regularly

Delivery mode: Prioritize quantity

Bidding method: ocpm

Conversion goal: Follow the official account

3. Title of copywriting

Copywriting is one of the components of information flow advertising. The expression of text can play an intuitive role, thereby attracting people to click on the advertisement to watch. Good copywriting can promote conversion effects. Below, I will share with you some copywriting tips.

(1) Reflecting the price

The intuitive expression of prices can attract a more precise audience. Takeout that is affordable and large in quantity can also attract more people's attention.

For example:

What can you get with the 59.9 Buddha Jumps Over the Wall takeout?

2 cups of milk tea only cost 5 yuan, come and see how it is done!

You can order lunch for only 1 dollar, you must know these hidden coupons!

(2) Reflect preferential treatment

Limited-time offers give people a sense of déjà vu that if you miss this store, you will never see it again. People are irresistible to things with limited-time offers.

For example:

Now when you order takeout, a pot will be delivered!

Buy one get one free fried chicken for a limited time, don’t miss it!

Highly recommended value for money, 50% off for a limited time, delicious and affordable!

(3) Reflect the scene or season

By using expressions of scenes or seasons, people in the current situation are more likely to have emotional resonance and make purchases.

For example:

What do you eat for your first working meal in the fall?

Treat yourself to some herbal steamed chicken during the winter solstice, it is delicious and nourishing!

Don’t know what to eat while staying at home? You must buy this seafood blind box!

4. Landing Page

The landing page is one of the indispensable factors in information flow advertising. From grabbing users' attention through immersive viewing to companies establishing a position for brand communication, Douyin has been narrowing the distance between users and companies and improving the efficiency of corporate publicity. A new feature has recently been added to the landing page, which allows users to access the page with one click. The front-end display of the landing page can effectively increase the advertising interaction rate.

The landing page of the takeaway industry should be mainly in warm colors, such as yellow, beige, etc., and have five major elements:

● Sort out the core selling points and corporate activity information. You need to tell users who you are, what activities you have, and what your core competitiveness is, and express it in easy-to-understand terms. For example, *Le.me platform delivery offers a limited-time offer of 10 billion yuan in subsidies, with a maximum of 50 yuan available; **A new fried chicken shop opens, and the first 50 customers who place an order can enjoy a 10% discount on all products in the store.

● Establish a brand image and create word-of-mouth publicity. You can focus on the usage of the product, such as it is the common choice of 500 million users and is trustworthy; this food delivery platform has an on-time delivery rate of up to 95% and has a good attitude.

● Demonstrate consumer benefits. Landing page is one of the ways of promotion, and it should highlight what services the product has and what rewards it can provide. For example, click on the official account to receive a coupon and get an instant discount of ten yuan!

● Establish authority and find a third-party organization or influential person to endorse your product. For example, find popular and powerful celebrities to endorse products. When Zhu Long became popular because of "Soul Land", KFC asked him to endorse its products.

● User information retention. If the purpose of the landing page is to obtain user information, you can use this method to let users leave relevant information. The acquisition points should not be too many, just name, age, and mobile phone number.

2. Conclusion

Douyin information flow advertising is backed by the Douyin platform and classifies users according to background data, which can help the food delivery industry to more accurately target potential users; functions such as likes, comments, and forwarding pay more attention to interactivity with users and improve user experience. Before the food delivery industry launches information flow advertising, it is necessary to first accurately locate and analyze the user population, obtain more potential users, set up the population targeting package and delivery method, set up attractive copy, set up the landing page, and add a promotional video. In this way, an information flow advertisement is built. An advertising group can create multiple plans and set different time periods to run the advertising. To see which advertising plan is the most effective, you can use it as a reference, analyze the differences in time periods, copywriting, materials, etc., and test the materials to achieve better advertising results.