How to play with Tik Tok splash screen ads? Here’s a set of “Douyin” marketing techniques for you!

There is no doubt that TikTok has become a social tool for contemporary youth. It has quickly become popular this year and once topped the App Store rankings . Recently, the author has also been exploring Douyin’s marketing strategies and observing the popular products on Douyin.

Faced with the explosive popularity of TikTok, more and more advertisers are turning their attention to this new marketing world. As the golden advertising space on mobile devices, Douyin’s splash screen ads also grabbed users’ attention in the first place.

Several cases are listed here. Let’s take a look at how brand owners use the TikTok platform to achieve advantageous conversions in splash screen ads and complete precision marketing from the following aspects.

When it comes to conversion, we have to talk about the positioning of precise groups of people. So, how can brands accurately reach the target audience through Douyin splash screen ads?

Take beauty brands as an example. According to official data, female users account for 60% of Douyin users, and most of them are young women with certain consumption power in first- and second-tier cities.

(Editor: The official data is slightly different from the data released by iResearch Index, but the common point is that the proportion of female users is higher than that of male users)

A person related to Douyin said that the "Dynamic Lip Makeup Diary" advertisement jointly created by Douyin and Estee Lauder MAC achieved a click-through rate of 12.03%.

In terms of age, most of the people covered by Douyin are born in the 1990s and 1995s, so products for young people are also an area of ​​concern for Douyin users.

Recently, UNIQLO x Weekly Shonen Jump launched a 50th anniversary co-branded T-shirt, which drained the wallets of countless comic fans. Its TikTok advertisement also attracted a lot of traffic , boosting offline sales.

If you want to spend your money wisely, you need to continuously optimize your delivery methods. Static splash screen ads are suitable for highlighting core promotional information, while dynamic video ads can create a more three-dimensional and more enjoyable visual experience.

Compared with static advertising effects, dynamic video ads can make the image of brands and products more vivid and personalized, and reduce the problem of being skipped as soon as the screen opens.

According to the data provided by Douyin, the click-through rate of dynamic video open screen ads can reach over 10% .

Of course, if the static splash screen ads are made with high quality, they can also achieve good results on Douyin.

Not long ago, Huawei's P20 series tried Douyin's static splash screen ads. In addition to displaying the product features in detail, the opening page that includes the landing page and purchase link allows interested users to immediately learn more details and even convert to purchases without having to exit the search.

Advertisement creativity plays with the characteristics of TikTok

The #launchchallenge# activity has always been a major feature of Douyin, and is now gradually developing into an important marketing method for advertisers. If the idea is great and triggers UGC to follow suit, then the brand will make more money.

Shawn Yue’s image as a trendy man is very suitable for the positioning of TOMMY HILFIGER. Coupled with the cooperation with TikTok, the main body of this challenge is clearly visible in the advertisement, attracting interested users to click and jump quickly.

JD.com has grasped the psychology of TikTok users very well. The theme uses youthful, interesting and vivid images to attract the audience, which is in line with the tone of TikTok and achieves a high click-through rate effect for static images.

“Okay, this is very TikTok”! Yang Yang, the star who is said to be the best at using Tik Tok, has attracted a lot of fans for PUMA. The traffic star’s ability to bring goods is truly amazing; this splash screen ad brought in a high click-through rate of 17.84%.

Screenshot from the splash screen video ad case

Celebrity IP has high exposure, popularity and a stable fan base. Douyin, which makes good use of celebrity marketing and fan economy, has also leveraged this advantage in its splash screen ads.

Choosing the right spokesperson is half the battle for advertising success. The splash screen advertisement with a celebrity’s face that fits the image can quickly identify the target audience and achieve a high conversion rate in 3 seconds.

Screenshot from the splash screen video ad case

"Little Yellow Duck" Zhou Dongyu is here, and Qingyang's splash screen advertisement is instantly eye-catching, while the dynamic and creative lighting effects convey the "416 Juhuasuan Event Promotion" prominently.

Splash screen ads are already a very common form of marketing and have become standard for almost all apps. Qi Xin, deputy editor-in-chief of Harvard Business Review, also believes that for brands, splash screen can be an effective form of advertising and marketing. Especially for emerging traffic platforms like Tik Tok.

Of course, brand exposure is only the first step. Brand marketing itself is a complex process with a long chain of interconnected links. The ideal approach is for brands to target platform features and mechanisms, combine their own brand tone, use splash screen and other high- exposure ads as an entry point, and add diversified marketing and promotion plans, such as information flow ads , or interactive gameplay, etc. This will not only reach more users, but also make the brand image more three-dimensional and have a more profound impact on users.

How to combine different advertising platforms and user characteristics, and combine various models, channels and presentation carriers to make marketing more effective may be an important topic that marketers need to constantly explore and think about.

This article was compiled and published by @銷新功能by (Qinggua Media). Please indicate the author information and source when reprinting!

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