The first domestic Douyin advertising analysis report shows that the gaming industry accounts for the largest proportion of advertising

Which industries are suitable for using the Douyin channel ? Which products are selling well on Douyin? Which advertisers are currently popular on Douyin? App Growing launched the Douyin advertising media channel in mid-May. As the first data analysis platform in China to comprehensively track Douyin advertising, App Growing analyzed the advertising trends of Douyin’s information flow video advertising based on the advertising data tracked on the Douyin platform from April 24 to May 14.

Data description: This article is based only on the information flow video ads of the Android client, and does not include data on the iOS client and Tik Tok non-information flow video ads.

1. Overview of Tik Tok platform information flow video ads

1) Horizontal video accounts for 55.8%, and more than half of the ads are for the purpose of promoting app downloads

From April 24 to May 14, App Growing tracked a total of 2,650 information flow video ads on the Douyin media channel.

① Horizontal video format accounts for 55.8%: Although the native content of Douyin is mainly vertical screen ads, there is no obvious difference between the horizontal and vertical versions of short video ads.

② App download type ads account for nearly 50%: In terms of the purpose of landing page promotion, app download type ads are the main type (advertising accounts for 49.4%), followed by e-commerce sales (28.2%). The following article will further analyze the different promotional purposes of landing pages.

2) Games /culture and entertainment/skin care and beauty are the most popular industries for Douyin channels

App Growing will track the advertising creativity and analyze the industry to which the advertisements belong based on machine algorithms. The top 10 industries with the largest share of advertising are listed in the following figure. Among them, the gaming industry has the highest proportion of advertising, which is 34.48%, and games are mainly used to display game scenes, because horizontal videos are the main form of advertising. However, advertisements in the financial industry, which are relatively popular in mainstream channels, accounted for only 1.32% and did not even make it into the top 10. In addition, except for culture and entertainment, and skin care and beauty, which are mainly vertical videos, there is no obvious difference in the proportion of horizontal and vertical videos in other industries.

2. What products are selling well on Douyin?

1) Douyin embraces " Ali ", and more than 60% of e-commerce sales come from Tmall or Taobao

E-commerce sales type advertising means that the advertising landing page is the purchase details page of the product, which can be purchased directly online. App Growing analyzed the landing pages of e-commerce sales-type advertisements and found that the most links came from Tmall and Taobao, accounting for more than 60% of the total. It can be foreseen that Douyin has the potential to cooperate more deeply with Alibaba in the development of "e-commerce sales" in the future. E-commerce sales advertisements based on Toutiao’s website landing page tool only account for 2.80%, which indirectly reflects Douyin’s compatibility with external e-commerce channels.

2) Skin care and beauty industry advertising accounts for the highest proportion in e-commerce sales

E-commerce sales type advertising means that the advertising landing page is the purchase details page of the product, which can be purchased directly online.

In e-commerce sales, advertisements in the skin care and beauty industry accounted for the highest proportion , at 25.0%. The sales categories were mainly facial masks and facial cleansers. Ads for men's skin care series also became a highlight of Douyin. Douyin has made "Answer Tea" and " Haidilao " popular, and has also attracted more local catering and entertainment service businesses to invest. Catering and food investments account for 16.7%, and are mainly local services. The advertising placements for maternal and child products and cute pet series account for a higher proportion compared to other channels.

3. Inventory of the most popular apps on Douyin

1) Faceu leads the list of apps (non-games) on the TikTok platform

From April 24 to May 14, App Growing tracked 106 (non-game) apps with a total of 523 advertisements. The apps were sorted by the number of advertisements they delivered, and the top 10 apps (non-game) advertising rankings are shown in the figure below.

Among (non-game) applications, the beauty selfie tool "Faceu" has the largest number of advertisements, with a total of 36 advertisements running during the period, of which 86% were vertical video styles. App Growing analyzed its information flow video ads and found that its video content is mainly based on function display. It uses the image of a sweet post-90s girl to demonstrate the user interface of the special functions, substitutes for the user usage scenario, and is supplemented by lively and light music, which is in line with the "young" and "trendy" characteristics of Douyin. In addition, among Faceu’s advertising channels, Douyin’s advertising accounts for more than 80%, and is also its current key channel.

"Faceu" "Out of Body" information flow video advertisement

"Faceu" "Transformation" information flow video advertisement

2) Check out the most popular games for advertising: the Three Kingdoms strategy mobile game "All Democracy H5" dominated the screen

From April 24 to May 14, App Growing tracked 914 ads for 247 games in total. The top 10 games were ranked by the number of ads, as shown in the figure below. Among the top 10 game rankings , four games are based on the Three Kingdoms theme, including the strategy game “All Democracy H5” which ranks first. The recently popular mobile game of the same name, Liehuo Ruge, also has a lot of advertisements placed in the information flow videos on Douyin.

3) Xianxia and Three Kingdoms are the main themes of game advertisements on the Douyin platform

In terms of game types, role-playing games are still the main type of games advertised on Douyin, accounting for 71.66% of the total number of games, while strategy games rank second, accounting for 23.89% of the total number of games. In terms of game themes, among the 247 games that were advertised, games with themes such as "Three Kingdoms" were more popular, accounting for 11.7% of the total number of games, while games with themes such as Journey to the West accounted for 7%. Among role-playing games, fantasy-themed games such as Xianxia/Wuxia are the main ones, accounting for 51.98% of the total number of games.

4. Review of Douyin’s unique event promotion ads

1) In event promotion, education and training/wedding services/catering and food are popular industries

Landing page advertising is for the purpose of event promotion, which means that in addition to the direct conversion purpose of e-commerce sales promotion/app download, the landing page attracts user interaction or registration in the form of activities. Douyin's activities are further divided into three forms: collecting forms from potential users, promoting Douyin brand accounts, and co-hosting activities with Douyin. Among them, the education and training, and wedding services (mainly wedding photos) industries mainly use forms to collect information, and account for a relatively high proportion of advertisements for event promotion.

2) Douyin activities are popular, and advertisers launch "Douyin" challenges to attract user interaction

In the Douyin information flow video ads, in addition to direct effect conversion, the landing page also includes brand ads based on the Douyin platform, which are mainly divided into the following three forms:

Form 1: Product introduction is embedded in the activity and function sections

(Such as Tik Tok stickers)

Form 2: Launching a Douyin challenge activity with a brand account

Form 3: Promote Douyin brand account

The author of this article @NIKI AppGrowing 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